SALIENT SPOTLIGHT: Catherine Tabor, CEO, Sparkfly; and Nicole West, VP Digital & Product Strategy, Chipotle

  • by SalientMG Team
  • Oct 23, 2019

This week, SalientMG would like to spotlight Catherine Tabor, Founder & CEO, Sparkfly, and Nicole West, VP Digital Strategy & product, Chipotle, for being featured in Alan Hart’s Marketing Today podcast.

Both women were able to come together to share the story of the successful partnership between Sparkfly and Chipotle. And give insight into what it took to make Chipotle’s digital transformation so frictionless and impactful. 

Sparkfly founder & CEO, Catherine Tabor, was interviewed with Nicole West, Chipotle’s vice president of digital strategy and product on Alan Hart’s Marketing Today podcast in a recent episode to share the successful strategy behind their innovative digital relationship.     

When Chipotle teamed up with Sparkfly, they were looking for opportunities to deliver convenience and meet customers where they are. Sparkfly helped create easy-to-use ordering interfaces as well as fun and unexpected ways to differentiate Chipotle such as partnerships with influencers like Venmo.

“Sparkly gives us the foundational technology to communicate with our customers in creative ways,” Nicole West explained.

Chipotle partnered with Sparkfly to implement a promotions management platform that streamlined the flow of data in their systems. Since Sparkfly and Chipotle announced their partnership in 2017, Chipotle has seen incredible success. A few key highlights:

  • Total sales rising nearly 10% from Q1 2018 to Q1 2019.
  • Digital sales growing by 100.7% from over the past year
  • 15.7% of first quarter sales were made up by digital sales. 
  • Chipotle’s stock price more than doubled in the last year

Catherine and Nicole also discuss why Sparkfly stood out amongst its competitors to the Chipotle team. They speak about how their partnership has impacted Chipotle’s digital capabilities. And how the two companies were able to work together to implement the changes. 

Both women share past experiences that led them to this point in their career, give advice they wished they had received at a younger age, and talk about their vision and opinions on the future of marketing. 

The full podcast is available here


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