Celeste C. Giampetro

VP Marketing, PebblePost
Celeste is VP Marketing at PebblePost, overseeing brand experience and expression across all channels. She brings two decades of marketing strategy and messaging for leading media and digital solutions as well as a career as a successful freelance writer.

Prior to PebblePost, Celeste spent five years at Tremor Video, a premium video marketplace for buyers and sellers of video advertising. She held several roles in developing the company’s voice from startup to IPO, including Senior Director, Corporate Marketing & Creative; Senior Director of Sales Marketing; Marketing Creative Services Director and Copy Director. Celeste also served as a senior storyteller across major media and publishing companies including Bloomberg Businessweek, IAC Advertising Solutions, and Forbes.

Celeste holds an M.A. in English Literature from Columbia University, and a B.A. in English from Georgetown University. Celeste is an avid patron of theatre, voracious reader and wanna-be playwright / sous chef.

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  • Posted on: 09/14/2017

    Millennials, not Boomers, say associates are key to shopping experiences

    Younger consumers value personalization. Consider their interaction with mail, which also may surprise some. According to USPS research, Millennials enjoy receiving mail even more than non-Millennials. Why? Because their mailbox is an uncluttered space where hyper-personalization and targeted offers occur. Similarly, the in-store experience can be hyper personalized and targeted to that individual's real-time needs and wants. As other commenters pointed out, online is great for convenience and speed but Millennials also expect retailers to use the data about their preferences in personalized ways. Bridging that gap between online and offline in-store experiences will make all the difference.
  • Posted on: 09/07/2017

    Will Levi’s virtual stylist put more online shoppers into its jeans?

    A friend in the fashion industry told me 10 years ago that I was wearing the wrong cut of jeans. That advice changed my shopping habits permanently, for the better. If a virtual stylist can have the same impact on shoppers, all the better. Denim today has so many variations that it can often be overwhelming. This is great use of focusing on the consumer and what they need to improve the experience. The breadth of Levi's catalog seems a great fit for this type of technology.
  • Posted on: 09/06/2017

    Do independent retailers need a marketing plan?

    It goes without saying that every business needs a marketing plan. And even more importantly, a skilled marketer to develop and execute that plan. Many companies rely on the founders to "do marketing" and wait to hire a marketer until much later. The best advice to young companies is to get a marketer involved early to not only answer these questions but to think about, and push you to think about, what your brand is/endeavors to be and how to find the best customers.
  • Posted on: 08/28/2017

    Should Starbucks close its online store?

    I'll second that, Meaghan. It never would have occurred to me to check an online presence for Starbucks. It seems like an unnecessary distraction from the power of a physical presence. Innovating the in-store experience is their true strength.
  • Posted on: 08/16/2017

    Will military tech give Amazon an edge delivering packaged meals?

    Couldn't agree more. Amazon is solving an Amazon pain point, not a consumer's. And, yes, it sounds totally gross. The whole idea of "fresh food" is that it's "fresh" and "food." None of this is appealing. They might get some early adopters out of curiosity, but I don't see how this scales.
  • Posted on: 08/11/2017

    Is the future of fashion gender-free?

    Agree with Art on there being a market for gender-free, but not in a massively scalable way. How would gender free account for differences in body types outside of casual dress? Retailers could capitalize on the trend by doing their research among the groups that lean toward gender-free options. Don't assume -- ask your potential customers what they want and design accordingly. It would be great to have a mass personalization option where clothes are made to order. Seeing this in other areas and gender-free could really leverage this technology to reach a wider audience.
  • Posted on: 08/07/2017

    What made GameStop decide to open on Thanksgiving this year?

    If GameStop has all its eggs on one day of the year, there are bigger problems for this retailer. Agree with other commenters that online provides a better bet than store hours on Thanksgiving, especially for those multi-taskers looking for the best deal.
  • Posted on: 08/02/2017

    Will talking about pain points make Babies ‘R’ Us the go-to retailer for parents?

    Couldn't agree more, Charles. This is much more than an ad campaign that's pushing product. It certainly sets up the brand to have a very different kind of conversation than "this is on sale at the cheapest price" and instead focus on why every brand exists -- to solve pain points for real people. It will be interesting to watch how Babies "R" Us scales this idea in-store and online. AI and virtual assistants could offer a whole lot of value in addition to in-store buddies to provide more than directions to the bibs.
  • Posted on: 07/27/2017

    Are post-merger culture clashes inevitable?

    Culture clashes are inevitable if the strategy behind the acquisition isn't crystal clear and transparent to all those involved. In most cases, keeping that startup separate is the least disruptive route for both companies. As others have said, if it isn't broke, don't fix it. The success of that acquisition was built on people and process working together seamlessly. Learn from that success rather than trying to impose a different cultural norm.
  • Posted on: 07/24/2017

    Do consumers want to be recognized across channels?

    Consumers have a reasonable expectation of privacy. Do most know they're being tracked across devices? Yes. Do they care? Certainly but only when it's intrusive, disruptive and disrespectful. Is it useful to see the exact pair of shorts I just viewed on a site everywhere I go? No. Does that make me want to buy that brand if they start appearing in my email, mobile web, desktop web and even on TV? Absolutely not. As the results show, consumers do want interactions with brands -- but on their terms and for their benefit. A marketer screaming "buy now buy now buy now" across every touchpoint available is not a question of privacy as much a question of what is respectful or annoying.
  • Posted on: 07/20/2017

    Is the one-stop grocery shop coming to an end?

    Building off Nikki's comments, multiple trips can relate back to waste concerns. Buy what you need and use it as opposed to emptying the fridge at the end of the week directly into the trash. As an urbanite, I make repeat trips to a local deli for its convenience and buy only what I can actually consume. Non-U.S. populations lived like this for years, buying fresh and consuming immediately. To capture these types of shoppers, retailers could experiment with "express" items far forward in the store rather than placing milk and meat in the back so the consumer has to walk through the whole store.
  • Posted on: 07/14/2017

    Will an AR try-on app cut down on online clothing returns?

    You've touched on an important point, Stefan. Fit varies so widely especially with women's clothes. What some retailers like Boden do is offer the best recommendation based on your size in popular clothing lines. It's not a perfect science but it does help. Will AR eliminate returns? That seems like an impossible goal to put on this tech. Test and see seems like a more reasonable approach. These companies may find other useful data points that inform manufacturing and make. Adoption of the tech among consumers will ride on how easy and accurate it is to use. What kind of full body picture will the consumer need to upload? How safe is that picture? With privacy concerns, older consumers may hesitate to share these images. And the proof is in the pudding. If it looks good on the app, how likely is it to look good in real life?
  • Posted on: 07/11/2017

    Will Prime Day give Amazon an insurmountable advantage online?

    I agree, Alex. What Amazon gets out of it will be IMHO more data to feed their rapid-fire testing machine. I'm a Prime member but I didn't receive a single notice about today -- over email or otherwise. If I wasn't in marketing, I may have never heard of it and I visit Amazon a good amount. More marketers should embrace testing and iteration a la Amazon. The first year they launched this effort it did fail so now presumably they've taken those learnings and iterated to meet their Prime customer needs. Sounds like data-driven decisioning and smart marketing to me.
  • Posted on: 07/10/2017

    Will consumers ever feel better about sharing their data?

    You hit the nail on the head, Nir. Transparency is the key to assuring consumers that the marketer is bringing VALUE and USEFUL CONTENT into the exchange. Those retailers that embrace 1) explaining in clear language -- not legalese -- what data you collect, where you get it from, and how it will be used will be rewarded 2) due diligence on where they get data from, meaning do you retailer know where that third party gets its data? If you don't, you better find out fast and be immovable about violating privacy and ethics.As consumers become wiser to phones listening to them and TVs too for data collection, trust will erode even further. The smart retailer will steer clear of these bad actors and make that known to their customers.
  • Posted on: 07/05/2017

    Will Amazon’s Prime Day set a new sales record?

    Funny that Amazon's Prime Day (July 11) is the day before its participation in the Net Neutrality Day protest. What better way to prove consumers want a free Internet than a bonanza day of shopping?

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