Top Marketers: The Making of a "Love Brand"

Kelley Shannon, senior vice president of marketing and customer experience at Bozzuto, first joined the company in 2013. Before her marketing career, Kelley worked in accounting having obtained a license as a certified public accountant and a Master of Business Administration from the University of Michigan. After making a pivot, her marketing career has taken her from consumer products to online travel sites. Jordana Rothberg, associate editor at Multi-Housing News, and Shannon explore how her past in accounting factors into her current role. In this episode you’ll hear about Shannon’s goal for the Bozzuto brand and what it means to create “a love brand.” Together, the two discuss: -A career transition from accounting to marketing (1:25) -The evolution of Shannon’s marketing roles (4:00) - How a background in accounting aids in multifamily marketing (9:00) -Analytics and data for driving business (10:45) -Marketing for multifamily versus marketing for other company types (12:25) -Bozzuto as a ‘love brand’ and what that means (16:00) -Shaping the brand along the customer journey (17:40) -Consistency across a love, ingredient and service brand (22:30)