Scratch: CMO Interviews

How to Build a Customer-Centric Marketing Strategy with John Sheldon of SmileDirectClub

Episode Summary

Eric talks to John Sheldon, CMO of SmileDirectClub about building a customer-centric marketing strategy.

Episode Notes

In this week’s episode, Eric talks to John Sheldon, CMO of challenger brand SmileDirectClub and owner of one of the best Linkedin headers we’ve seen…John describes himself as a “CMO and innovation Leader, a customer data 'truffle pig', and someone who’s focused on creating irrational brand love.” Love it. There’s a TON of great advice and insight in this episode on what it takes to not just build a successful challenger brand, but also build a successful challenger marketing team. Hint: it all comes down to how well you understand and can consistently deliver on the needs of your customer…

Scratch is a production of Rival, a marketing consultancy that builds challenger brands, strategies, and capabilities to change categories. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.

Find Rival online at, LinkedIn, Twitter

Find Eric on LinkedIn and tweet him @efulwiler.

Say hi at, we’d love to hear from you.