Summary of BRAVE COMMERCE Episode: "Molson Coors’ Brad Feinberg on Uniting Brand, Media, and eCommerce to Drive Growth"

Release Date: March 25, 2025

In this insightful episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstatter engage with Brad Feinberg, Vice President of Media, Digital, and eCommerce at Molson Coors Beverage Company. The conversation delves deep into how Molson Coors seamlessly integrates brand strategy, media operations, and eCommerce to foster significant growth in today's dynamic market landscape.

1. Integrating Brand and Performance Marketing

Brad Feinberg opens the discussion by highlighting a fundamental difference between Molson Coors and other companies in the industry. Unlike many organizations that segregate brand and performance marketing, Molson Coors treats them as two intertwined facets of the same strategy.

Brad Feinberg [01:09]: "We don't see brand and performance as different... performance has to be in support of the brand."

This unified approach ensures that efforts to build brand desirability directly contribute to performance metrics like sales and conversions, creating a more cohesive and effective marketing strategy.

2. Organizational Structure and Evolution

Feinberg elaborates on the unique organizational architecture at Molson Coors, which consolidates media, digital, and eCommerce under a single leadership umbrella. This structure facilitates agility and cross-functional collaboration.

Brad Feinberg [10:54]: "We combine the structure... which allows us to move with greater speed."

By integrating these functions, Molson Coors ensures that strategies are aligned and executed efficiently, minimizing silos that often hinder large organizations.

3. Data-Driven eCommerce Strategies

Central to Molson Coors' strategy is a data-centric approach. Feinberg emphasizes the importance of leveraging granular data to drive decision-making and optimize eCommerce performance.

Brad Feinberg [06:06]: "My entire career and what we do always has data at the center of it."

Through partnerships with platforms like Instacart and DoorDash, Molson Coors accesses real-time data, enabling them to track key performance indicators (KPIs) across various channels and brands. This data-driven methodology allows for continuous optimization and precise targeting.

4. Navigating Regulations in the US Alcohol Market

Operating within the stringent regulatory framework of the US three-tier system presents unique challenges, particularly regarding data access. Feinberg discusses how Molson Coors navigates these limitations.

Brad Feinberg [08:39]: "We have partnerships... that give us access to some data."

By fostering strong relationships with eCommerce partners, Molson Coors mitigates data restrictions, gaining insights that are both timely and actionable. This strategic maneuvering ensures compliance while still harnessing valuable consumer data to inform their marketing efforts.

5. Integrated Marketing Campaigns: Case of the Mondays

A significant highlight of the episode is the discussion around Molson Coors' "Case of the Mondays" Super Bowl campaign. Feinberg details the integrated approach taken to ensure the campaign's success across multiple channels.

Brad Feinberg [17:08]: "One of the benefits... we get a rightful seat at the table, right?"

By being deeply involved from the inception of the campaign, Molson Coors ensures that both creative and eCommerce elements are synchronized. This holistic involvement guarantees that marketing initiatives not only resonate creatively but also drive measurable eCommerce results.

6. Innovation and New Product Categories

Feinberg sheds light on Molson Coors' strategy for entering and growing within new product categories, such as non-alcoholic and functional health beverages. The focus is on leveraging existing brand equity to expand into these emerging markets.

Brad Feinberg [22:02]: "We're looking at consumer behavior... to identify those white spaces or opportunities."

By introducing non-alcoholic variants of established brands like Blue Moon NA and Peroni NA, Molson Coors taps into evolving consumer preferences without the need to build new brands from scratch. This approach facilitates quicker market penetration and brand acceptance.

7. Leadership and Personal Philosophy

Towards the end of the episode, Feinberg shares his personal leadership philosophy, emphasizing the importance of being a contrarian and advocating for innovative ideas within the organization.

Brad Feinberg [25:57]: "I've never been afraid to voice my opinion or push back on a leader if I felt I had a better answer."

This mindset not only fosters a culture of open dialogue and continuous improvement but also ensures that the best ideas rise to the top, driving the company towards greater success.

Conclusion

Brad Feinberg's conversation on BRAVE COMMERCE offers a comprehensive look into how Molson Coors effectively unites brand strategy, media operations, and eCommerce to navigate the complexities of the modern market. Their data-driven approach, innovative organizational structure, and integrated marketing campaigns exemplify best practices in the industry, positioning Molson Coors as a formidable leader in the beverage sector.

For those interested in organizational design and strategic marketing within consumer goods, this episode provides valuable insights and actionable strategies that can be applied across various industries.

Notable Quotes:

• Brad Feinberg [01:09]: "We don't see brand and performance as different... performance has to be in support of the brand."
• Brad Feinberg [10:54]: "We combine the structure... which allows us to move with greater speed."
• Brad Feinberg [06:06]: "My entire career and what we do always has data at the center of it."
• Brad Feinberg [08:39]: "We have partnerships... that give us access to some data."
• Brad Feinberg [17:08]: "One of the benefits... we get a rightful seat at the table, right?"
• Brad Feinberg [22:02]: "We're looking at consumer behavior... to identify those white spaces or opportunities."
• Brad Feinberg [25:57]: "I've never been afraid to voice my opinion or push back on a leader if I felt I had a better answer."

This structured summary encapsulates the key discussions and insights from the episode, providing a comprehensive overview for both regular listeners and newcomers alike.