29 How To Achieve Championship Level CX with PGA Tour Superstore’s CMO

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On this episode, Jill Thomas, the Chief Marketing and Customer Experience Officer for the PGA TOUR Superstore, discusses the importance of understanding the customer and creating personalized experiences. She highlights the impact of technology on customer perceptions and the need for businesses to adapt. Jill also shares insights into the in-store and online experiences at PGA TOUR Superstore, emphasizing the focus on customer service and creating an inclusive environment for all golfers.

Tune in to learn:

  • Why digital transformation requires a roadmap and a long-term commitment to enhancing the customer experience.
  • Why personalization, design, and deep contextual relevance are key elements of a modern website.
  • Why understanding the ROI of customer experience is crucial for gaining support from stakeholders.
  • The importance of being curious, reading white papers, and learning from other industries and how that can inspire innovative ideas.
  • How to map the customer journey and why identifying pain points is essential for improving the customer experience.
  • How prioritizing the human component of the customer experience can lead to exceptional results.

About the Guest:

“Jill Thomas is a dynamic, strategic-minded marketing executive with more than 25 years of senior leadership experience across channels and several industries, including retail, e-commerce, restaurants, travel and hospitality, and consumer goods. Jill is a results-driven leader with a consistent record of growing sales revenue and brand performance with some of the world’s most admired companies, including The Walt Disney Company, Bloomin’ Brands, Cinnabon, Yum! Brands, and PepsiCo. Most recently, Jill was the SVP/Chief Marketing Officer for Atlanta-based Edible Arrangements.

In her role as Chief Marketing Officer (CMO), Jill is responsible for directing all strategy and execution of our marketing and advertising plans, creative promotions, campaign planning, national and grassroots plans, social media, sponsorships and our loyalty program. Jill also heads up the eCommerce business and be responsible for our eCommerce P&L along with eCommerce operations.

In addition, Jill oversees a variety of our key partnerships including the PGA TOUR, Golf Channel, the First Tee, marketing and research work with the National Golf Foundation (NGF).

Jill’s history of success is not predicated on large marketing budgets and investments, but rather her knack for objectively understanding financial data and numbers and ability to link and align this data with consumer needs. This skill has led to repeated recognition and reward in each organization she has been employed. She is a respected traditional and digital marketing leader with broad business acumen, proven ability to develop and implement winning strategies, and a leadership style develops talent, high-performing teams and agencies. She has a knack for objectively understanding financial data and numbers and the ability to link and align this data with consumer needs.

Jill has volunteered and collaborated with various organizations to strengthen their voice and results. She currently serves on the Woodruff Art Center’s Alliance Theatre Board of Directors and the Executive Advisory Board for the AMA, both based in Atlanta. She previously served for two years as an elected Board Member for The Retail Gift Card Association, the prepaid industry’s premier association representing issuing brands along with leaders from Starbucks, Best Buy and Walmart to name a few.

In 2019, she was recognized by Brand Innovators as one of the top 100 women in Brand Marketing.”

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Episode 29