Marketing Vanguard: "Disrupting the Marketing Landscape with Purpose"
Guest: Sarah Leinberger, VP & Head of Marketing, Yoobi
Host: Jenny Rooney, Adweek
Date: March 5, 2026
Location: Live at Brand Week, Atlanta
Episode Overview
This episode of Marketing Vanguard features Sarah Leinberger, VP and Head of Marketing at Yoobi, a purpose-driven school supply and stationery company. Host Jenny Rooney explores Sarah’s transition from major corporations (Target, General Mills) to leading marketing at a nimble, mission-oriented brand that’s redefining industry norms. The two dive into Yoobi’s unique model, the power of collaborations, building brand equity through purpose, adapting skills in a fast-paced environment, and the challenges and opportunities that come with being a challenger brand.
Key Discussion Points & Insights
1. Sarah Leinberger’s Background and Purpose-Driven Journey
- Sarah’s career foundations at Target and General Mills taught her the ropes in merchandising, marketing, and transformation.
- Her desire for greater impact led her to Yoobi, where the mission (“for every product purchased, we give back to a child in need”) is central.
- Quote: “I wanted to mix all of my background... but serve a larger purpose. And that’s what I get to do every single day at Yoobi.” (01:44)
2. Yoobi’s Brand, Market, and Social Mission
- Yoobi has operated since 2014, weathering fluctuations, notably during the COVID-19 pandemic.
- Focus on children as primary consumers (ages 6-12), with parents and teachers as key stakeholders.
- Emphasis on unlocking creativity for kids and supporting teachers, who often spend ~$900/year of their own money on supplies.
- Quote: “With the right tools, you can unlock an amazing future for any child... And what gets me excited is then a kid in need gets supplies as well.” (02:47, 04:03)
3. Collaboration and Licensing Strategy
- Yoobi leverages collaborations with cultural icons (Peanuts, Wicked, Barbie, Star Wars, Harry Potter).
- Every product is co-branded: “Yoobi and Peanuts,” “Yoobi and Wicked,” etc.
- Brand equity is built through “borrowed equity” from these partnerships, and Yoobi consistently includes its own branding.
- Quote: “Everything we do is considered a collaboration... So it’s Yoobi and Peanuts, Yoobi and Wicked. And so that’s a really important part and a huge part of our brand building.” (05:07)
- Flexibility and speed are key competitive advantages; Yoobi can move “from insight to idea within days.”
- Quote: “We go from insight to idea within days... Our flexibility is really a competitive advantage within that space.” (06:05)
4. Scaling Down: Skills for Leading in a Small, Agile Company
- Sarah discusses the shift from large budgets and layered teams to a fast-moving, hands-on leadership style.
- Importance of “moving quicker than I’ve ever moved in my entire life” and balancing scrappiness with staying true to the consumer insight.
- Quote: “People ask me how many millions I was playing with when I was being scrappy—as millions of dollars being scrappy.” (07:02)
5. Global, Remote, and Diverse Team Structure
- Yoobi is a remote-first company with teams across four continents, enabling diversity in thinking and operational agility.
- Nimbleness helps Yoobi navigate global challenges, such as tariffs, and embrace its identity as a challenger brand.
- Quote: “We’re truly global... we’re uniquely diverse in our thought processes... As a challenger brand, we can do some of those things that others... just can’t.” (08:12)
6. Challenger Brand Positioning and Product Assortment
- Yoobi’s unique advantage: assembling collections across multiple categories (not just paper and writing supplies, but also home goods).
- Kids are drawn in by the ability to own a suite of matching items within a theme, building excitement and brand loyalty.
- Quote: “If you love Wicked, you can buy multiple items. Or if you love Barbie, we’ve got all kinds of things you didn’t even know that you needed.” (08:50)
7. Retailer Strategy and Regional Planning
- Yoobi’s primary regional strategy is built around retailer needs and exclusive product collections for partners like Target and Amazon.
- Started as a Target-exclusive brand (“a little bit of a Target sweetheart”) but has expanded while managing retailer relationships with care.
- Quote: “We work to build really unique collections for Target or for Amazon. And that too, because we’re small and scrappy and nimble, we can move really quickly.” (10:09)
8. Retail Media, D2C, and Agency Partnerships
- Retail media is core to Sarah’s strategy, from her days at Target and General Mills to Yoobi.
- The approach at Yoobi started with foundational work (right PDP content, organic search) before scaling retail media investments.
- Quote: “If you don’t start with the right PDP content... it doesn’t make sense to build some of the retail media on top of that.” (11:21)
- Direct-to-consumer is a small but growing segment.
- Agency usage is currently a mix of contractors and specialized partners, with a move toward consolidation—plus increased use of AI “agents” to fill talent and speed gaps.
- Quote: “We can go, again, with the power of AI and consumer profiles and agents, from idea to execution within days, which is super fun.” (13:53)
9. Talent, Team Building, and Leadership Philosophy
- Emphasis on building multi-skilled teams internally; external partners fill in expertise gaps.
- Sarah’s leadership focus is on authenticity, helping others to “remove their mask” and show up as their best selves, which fosters trust and creativity.
- Quote: “If I can show up in an authentic way and remove my mask and encourage others to remove their mask... that is where I think you get the best connection, the best trust, and then the best work from people.” (15:20)
10. Continuous Learning and Industry Connection
- Sarah highlights the importance of curiosity and staying connected, attending industry events like Brand Week to learn and build relationships.
- Quote: “The people that are going to continue to win are those that are curious and connected.” (16:14)
11. Looking Ahead
- Teased upcoming collaborations with “the hottest fashion brands or the hottest toy brands,” though specifics are under wraps.
- Quote: “In terms of the hottest fashion brands or the hottest toy brands are all coming to Yoobi within the next year.” (16:51)
12. Sarah’s Recommendation for Future Guests
- Keith Bendis of Lynkia, whom Sarah admires for his insights in influencer marketing.
- Quote: “He was just on the stage and... he just came and gave incredible information that blew my mind in like five minutes.” (17:16)
Notable Quotes & Memorable Moments
-
On purpose and impact:
“With the right tools, you can unlock an amazing future for any child.”
(Sarah Leinberger, 02:47) -
On agility:
“Moving fast, having things 80% right, but continuing to stay true to the insight is kind of where I’m continuing to navigate.”
(Sarah Leinberger, 07:02) -
On leadership:
“If I can show up in an authentic way and remove my mask and encourage others to remove their mask to be their best selves, that is where I think you get the best connection, the best trust, and then the best work from people.”
(Sarah Leinberger, 15:20) -
On AI and innovation:
“We’re leveraging the power of AI... we can go again, with the power of AI and consumer profiles and agents, from idea to execution within days, which is super fun.”
(Sarah Leinberger, 13:53) -
On curiosity:
“The people that are going to continue to win are those that are curious and connected.”
(Sarah Leinberger, 16:14)
Important Timestamps
- Sarah’s Background & Purpose: 01:44–02:23
- Yoobi’s Mission & Market Focus: 02:23–04:08
- Brand Building & Collaborations: 05:07–06:47
- Agility & New Skills: 07:02–08:09
- Global Team & Challenger Mindset: 08:12–08:47
- Retailer Partnerships & Exclusivity: 10:09–10:52
- Retail Media & D2C Strategy: 11:21–12:42
- Agency Relationships & Use of AI: 12:53–14:01
- Talent & Leadership: 14:20–15:20
- Continuous Learning (Brand Week): 16:14
- Looking Ahead, New Collaborations: 16:51
- Future Podcast Guest: 17:16
Summary
This episode showcases how Yoobi is disrupting the marketing landscape by seamlessly integrating purpose, agility, and culture through collaborative, cause-based branding. Sarah Leinberger’s insights reveal the evolving toolkit of today’s marketing leaders: moving swiftly, fostering authenticity, leveraging technology, and always remaining purpose-driven.
For anyone leading or aspiring to lead in marketing—especially in purpose-driven, challenger brands—this conversation is a must-listen roadmap for impact and innovation in a complex marketplace.