"Who Gives a Crap" on DTC vs retail, small budgets and their first TV campaign - Emily Kraftman, Managing Director UK

Emily Kraftman is the Managing Director for UK & Europe for a brand who are disrupting a category no one else thought to, toilet paper. That brand is, of course, Who Gives A Crap. Their quirky nature, fun packaging and strong stance on sustainability are helping them make a dent in a big-brand dominated category. Emily has had quite the career, starting out working on Stella Artois, before leaving the corporate life to join a young Deliveroo to head up their "Rider Marketing" division. She's since made the switch from Marketing Director to Managing Director, learning to deal with all the challenges that come with the broader remit.Watch Who Gives A Crap new TV campaign "Uncrap the World'Timestamps:00:00 - Intro01:07 - Dealing with the challenges of a unique brand name03:26 - How Emily got into marketing05:27 - Emily’s time working on Stella Artois08:26 - How successful was Stella Artois’ innovation in cider?10:37 - From corporate brand to joining Deliveroo12:24 - Not fitting in after a career switch14:37 - Challenges of going from a safe work environment to a crazy one17:39 - The challenges of such fast growth19:40 - Brand positioning in a fast growing market21:35 - From Deliveroo to Who Gives a Crap24:13 - Who Gives a Crap Backstory27:17 - Why go into the toilet paper market30:24 - Power of purpose in marketing32:54 - From DTC to retail35:13 - Growing with small budgets37:20 - Why B2B can help when you have small budgets39:01 - Launching their first TV campaign42:22 - Transitioning from Marketing Director to Managing Director