Chief Marketing Officers at Work by Josh Steimle

Author:Josh Steimle
Language: eng
Format: epub
Publisher: Apress, Berkeley, CA

© Josh Steimle 2016

Josh SteimleChief Marketing Officers at Work10.1007/978-1-4842-1931-7_16

16. John Costello

President of Global Marketing and Innovation

Dunkin’ Brands Group, Inc.

Josh Steimle1

(1)Lantau Island, Hong Kong

John Costello began his career in brand management and marketing at Procter & Gamble. Throughout his 30 years in retail, consumer products, technology, and digital, he has held traditional management positions as well as launched successful marketing campaigns for prestigious brands such as Crest, Dunkin’ Donuts, Sears, and The Home Depot. Costello is currently the president of Global Marketing and Innovation at Dunkin’ Brands Group, Inc., after serving as CMO for four years. Costello is also the current global chairman of the Mobile Marketing Association. Dunkin’ Donuts currently has more than 11,700 locations worldwide serving 3 million customers per day.

In 1997, Costello was elected to the Retail Advertising Hall of Fame. Costello has been named one of the 30 Most Influential People in Marketing by Advertising Age and one of the Top 50 Marketers by Adweek. He was also voted one of the Top 10 Merchants by DSN Retailing Today.

Josh Steimle: What were the steps that led to where you are today?

John Costello: I’ve been fortunate in that I’ve got thirty years of experience in consumer products, technology, and retail. My career began at Procter & Gamble brand management. And I find that thirty years later, I still rely heavily on the principles I learned at P&G as a young marketing assistant up until when I ran marketing for the beauty care division. Prior to that, I was a brand manager on both Head & Shoulders shampoo and Crest toothpaste.

The first part of my career was spent in fairly traditional jobs like Procter & Gamble and PepsiCo, and the later part of my career has been helping companies navigate high change, from Nielsen Marketing Research U.S. to most recently at Dunkin’ Brands, where I’m president of Global Marketing and Innovation for both Dunkin’ Donuts and Baskin-Robbins. I’ve been fortunate to observe significant changes in marketing, but while the tactics of marketing and product development have certainly changed over the years, the fundamental principles have not.

Steimle: As you prepare for your retirement next year, what are some of the most valuable lessons you’ve learned with other companies that contributed to your success as a CMO?

Costello: I’ve been fortunate to have a broad range of experiences in consumer products, retail, and technology, including roles as CMO, president, and CEO. I’ve found that what I enjoy most is helping to grow businesses. At Dunkin’ Brands, over my time here, I’ve had global responsibility for Dunkin’ Donuts’ and Baskin-Robbins’ advertising, marketing, consumer engagement, digital, mobile, social marketing, consumer and business intelligence, and overseas research and product development, and also the culinary team and the retail consumer products business for both brands globally.

As I look back at my career, the two most important lessons I’ve learned are, number one, focus on the consumer. The key to success is understanding consumer needs and then meeting those needs better than the competition does. I call

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