Michael Parness joins Bark, a global omnichannel dog brand with products such as BarkBox and Super Chewer, to lead marketing efforts that have recently focused on AI.
This leadership move is in line with the company's recent reorganization of its creative and marketing functions, which was announced in the company's last earnings call. The reorganization aims to bring Bark's creative talent closer to consumers.
As part of this, Bark The use of AI is progressing Within the marketing design process, content blueprints and AI tools enable designers to create thousands of iterations in minutes, rather than relying on AI tools to create individual pieces of content. .
“This approach allows for more robust testing of ads across different platforms and allows us to identify the most impactful content in an efficient way,” CEO Matt Meeker said on the conference call. Stated.
Parness brings an extensive history in developing marketing and digital transformation strategies for companies such as JustFoodForDogs and Chateau Ste. Michelle Winery, an omnichannel wine portfolio of brands.
At dog food brand JustFoodForDogs, Parnes led a team of 12 people to drive full-stack digital marketing. Strategic planning across e-commerce, omnichannel, and DTC.According to him, content creation, advertising and product development linkedin.
Previously, he served as Chief Digital Officer for the winery, leading a cross-functional team of 52 people leading digital transformation and operational excellence across digital, product, performance marketing, DTC, CRO, e-commerce and creative. was responsible for doing so. , Omnichannel.
“Michael…has consistently demonstrated the ability to build brands and drive business growth through creative storytelling and strong customer engagement,” Meeker said in a statement announcing the appointment. “He will oversee our growth in the play category and ensure our brand reaches as many dog homes as possible.”
