PROFILE

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.

To learn more, visit: www.pebblepost.com
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  • Posted on: 11/13/2017

    Are data sharing concerns still holding back true personalization?

    It's about trust and transparency. Offer consumers the option to opt in or out with a clear and compelling reason why they can't miss out on that offer. Ask for what you want, and see what you get. And if consumers say no to your personalization efforts, take that data point back to your team, learn, innovate, test.
  • Posted on: 11/09/2017

    Retailers are missing out on food photo ops

    I totally agree, Adrian. There's so much opportunity for grocers to seize on. I'd advise them to have a clear value exchange between brand and consumer. Maybe incentivize Millennials to share their creations and in return they'll receive access to [fill in the blank]. Maybe hire a Millennial to experiment with your brand or be open to their ideas about your brand. As Adrian mentioned, your customers are your best channel to spread the word.
  • Posted on: 11/03/2017

    Will this be the year REI regrets opting out of Black Friday?

    Talk about a purpose-driven brand. REI exemplifies one. They live their mission, even when it's risky and controversial. That's what people love about the brand. Will they suffer because of it? Doubtful.
  • Posted on: 11/01/2017

    Would store associates benefit from acting lessons?

    Great idea! Not only does it show an investment in your employees' skill sets, but acting skills can help these folks in all aspects of their life. Many businesses take their employees to improv classes to learn how to collaborate more fluidly and trust one another (say "yes, and ... "). If the commitment is real on behalf of the employer and positioned as a training and development initiative that employees will be evaluated on, I think it's a win-win.
  • Posted on: 10/30/2017

    What would acquiring Aetna mean for CVS retail?

    As others have commented, I don't see Amazon as necessarily related to this disruptive merger. The benefits to the consumer if executed well are promising. CVS can bring its customer centric mission and approach to an insurance company that not unlike many others often forgets who they serve. Perhaps CVS can bring further efficiencies into claims processing by offering in-house clinic services pre-approved by Aetna. I'll be watching with great curiosity and fingers crossed for a positive outcome for the consumer.
  • Posted on: 10/04/2017

    Can retailers be healthcare disruptors?

    The Minute Clinic is the perfect case study in why retailers can solve for what traditional healthcare hasn't (or won't). They recognized the "job to be done" for consumers who need quick diagnoses for minor health issues. Avoiding the pain of going to a doctor's office and waiting hours for a flu shot is time well spent.
  • Posted on: 10/02/2017

    IKEA buys TaskRabbit to give consumers relief with furniture assembly

    Absolutely a smart move for IKEA. My question is, will the TaskRabbit assembly be baked into IKEA's pricing or remain a separate charge? Will IKEA customers receive a deal for using TaskRabbit? If IKEA solves for delivery in urban areas, they'll further add value and reduce the pain for consumers.
  • Posted on: 09/28/2017

    Burger King buses in customers in need of a Whopper fix

    High five for creativity. It does seem like Burger King is addressing the "job to be done" by this Whopper Bus so points for thinking about the consumer's pain. Some good questions asked by other commenters, the most important of which is "will it take me home?" If the answer is yes, then I vote "great idea, Burger King." Time will tell how this experiment works in Brussels. I think we all might be surprised to see which cities take to it.
  • 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.

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