Yvette Costi: Revolutionizing Marketing at Blooms the Chemist
Introduction
Yvette Costi, the Chief Marketing Officer (CMO) at Blooms the Chemist, is setting new benchmarks in the marketing landscape through her unwavering commitment to delivering exceptional value. With a diverse background spanning professional services, property, and design, Costi infuses creativity and commercial insight into her strategies, particularly in sectors that prioritize purpose.
The CMOs to Watch series, presented by Zenith, highlights innovative leaders like Costi, who redefine marketing standards and drive impactful change. Recently, she shared her insights with B&T, discussing her marketing campaigns, personal passions, and the future of the industry.
A Closer Look at Yvette Costi
1. What Would You Take to a Desert Island?
Costi’s ideal survival kit includes:
- An iPad loaded with a vast collection of fashion magazines and unlimited Netflix.
- An endless supply of Coca-Cola, especially with ice and lemon.
- Her beloved dogs, Thelma and Louise. (She humorously notes the guilt of not including her husband and son!)
2. Favorite Album, Movie, and Book
Her preferred forms of entertainment are:
- Album: "Days Are Gone" by Haim
- Movie: "Stealing Beauty"
- Book: "The Philosophy of Andy Warhol (From A to B and Back Again)"
3. Passions Beyond Work
Costi indulges in:
- Thrifting: She enjoys sourcing and reselling antique and vintage homewares, putting her interior architecture degree to good use.
- Rollerskating: A surprising and joyful activity for her!
4. Alternate Career Path
If not a CMO, Costi sees herself thriving as an interior designer, a profession closely related to her roots in design.
5. Favorite Campaign of All Time
Her all-time favorite campaign is Cadbury’s iconic drumming gorilla, which she affectionately refers to as her "Roman Empire." During pregnancy, however, McDonald’s pickle ice cream campaign brought her to tears.
Marketing Strategies and Goals
6. Key Brand Priority for the Next Year
Costi emphasizes that expanding Blooms the Chemist’s network of stores is a top priority, as she wants more Australians to experience their offerings.
7. Exciting Marketing Channels and Budget Allocation
With a focus on B2B marketing, Costi highlights in-person channels—such as events, webinars, and conferences—as promising avenues. The marketing budget is evenly split between long-term and short-term strategies, aligning with the principles of Binet and Field to maintain share of voice.
8. Current Marketplace Challenges
One significant hurdle is the competition for consumer attention, particularly when the largest media consumer operates within her category.
9. Most Proud Campaign
The inaugural brand campaign led by Costi tackled the sensitive topic of infertility, leading to profound emotional connections and positive store feedback. Additionally, a campaign against stocking vapes received substantial community support, reinforcing the brand’s purpose-driven ethos.
10. Vision for the Next Five Years
Costi envisions herself continuing to enhance access to health and well-being for all Australians while enjoying her creative pursuits.
Future Predictions in Marketing
11. Insights from the Presenting Partner
As the marketing landscape shifts, Costi predicts that creativity will become vital as budgets contract and volatility increases. She advocates for reviving lesser-known channels and urging brands to prioritize purpose alongside profit, a refreshing perspective in today’s marketplace.
Conclusion
Yvette Costi is a marketing powerhouse, driving meaningful change in healthcare through strategic campaigns and a commitment to community ideals. As she continues to innovate and expand Blooms the Chemist, her vision will undoubtedly influence the marketing industry for years to come.
For more impactful insights from industry leaders, explore additional resources on our blog at ChatbiHouse.
