In episode 393 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kevin Miller, chief marketing officer of The Fresh Market, a specialty grocery retailer based in North Carolina. Listen as Miller discusses the business' vision to become one of America's most-loved brands (0:50), his professional background in marketing (2:18), and The Fresh Market's launch of the first-ever shoppable video live commerce (SVLC) retail media network with Firework (5:05). He shares why The Fresh Market decided to invest in video commerce (10:50), how the grocer is engaging with e-commerce superusers through video content (14:00), and how consumers can shop directly from the video content (16:38).
In addition, Miller shares the growth in e-commerce consumer engagement his team has seen since launching shoppable video (18:20) and how other brands such as CPGs can reach The Fresh Market's consumers through its retail media network (19:57). Lastly, he provides an overview of all the business benefits The Fresh Market has realized since launching its shoppable video livestreaming network, and the growth opportunities for brand partners going forward (20:50).
Kevin Miller assumed The Fresh Market CMO position in May 2020 as part of the new management team tasked with turning the business around in preparation for an IPO or M&A exit by private equity owner Apollo Global. With a 35-year proven record of leading marketing, advertising and media organizations for Fortune 100 companies, Miller is known for his ability to analyze data, create innovative solutions, and build high-performing teams that deliver superior results. He was named as one of the 30 Most Influential Marketers on LinkedIn in 2022 and received the 2021 CMO Innovator of the Year Award from the Millennium Alliance. Miller was selected to a two-year term as a member of the National Advertising Review Board (2023-2024).
Prior to The Fresh Market, Miller was chief marketing officer for Natural Grocers, a rapidly growing natural and organic retail chain. Prior to Natural Grocers, he served as president of KMMP Media Group; senior vice president and chief marketing officer of ABC Radio Networks; vice president, national marketing, Pizza Hut; vice president, management supervisor for the Subway Restaurant account at Hal Riney; field marketing manager, Coca-Cola USA; McDonald’s advertising account executive at Leo Burnett USA. Miller is a member of the select CMO Masters Circle of the Association of National Advertisers (ANA) focusing on global growth challenges of the world’s leading brands.