In episode 520 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Stephen Nesle, chief marketing officer at Bob's Discount Furniture, one of the nation’s fastest-growing furniture brands with more than 200 showrooms across the United States. Nesle discusses why he believes entertainment and creator-led content deserves investment right now (1:35), including what the Bob's team has learned from season one of its ’Till Décor Do Us Part home makeover series (3:40). He shares how he balances creative freedom for creators with Bob's brand and business objectives (6:45) as well as how his team is measuring the business impact of this content beyond views and engagement (8:30).
In addition, Nesle details the series' distribution channels (10:15) and how Bob's Discount Furniture balances marketing investment in traditional advertising with creator and social content (14:30). Lastly, he shares his advice to other retail marketers interested in creating innovative content, and his hopes for the future of creator-led content (17:30).
Steve Nesle serves as the chief marketing officer at Bob’s Discount Furniture, one of the fastest growing omnichannel furniture retailers in the country. Based in New York City, he joined Bob’s in March 2016. In his role, Steve drives Bob's brand and marketing strategy and execution, which includes media, creative, PR, CRM, social, and community outreach. Under his marketing and brand leadership Steve has launched innovative brand initiatives, including the hit social series now in season two, “Till Decor Do Us Part”; the “Oh My Bob” campaign, featuring the beloved Little Bob spokespuppet, which has become a cultural phenomenon; and Bob's “Plushies for Charity” program, selling a plushie version of the Little Bob spokespuppet and donating to local nonprofits, furthering the brand’s longtime commitment to supporting communities where they do business.
Before joining Bob’s, Steve had a successful career in advertising and marketing. He held executive creative positions at major agencies including McCann, DDB, and Digitas where he led creative teams to win accolades such as Webbys, Cannes Lions, Clios, D&ADs, One Show Pencils, Effies, and more. Steve played key roles in early web innovation — crafting first-gen e-commerce platforms for brands like FedEx.com and LLBean.com. Earlier in life, Steve channeled his creativity into writing and illustrating comics at age seven, running DIY RPGs at 10, and programming on a TRS-80 — all precursors to his passion for storytelling and creative technology. Beyond his corporate responsibilities, Steve is actively engaged in the creative community as an executive member of the Academy of Digital Arts & Sciences and a jury member for Cannes Cyber, The NY Festivals, FWAs, LIAs, and Effies. On the personal side, Steve is a proud husband and father.
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