Erin Nerkirk (Caribou Coffee) | Building Brands (and Teams) That Spark Chain Reactions
Timestamps are as accurate as they can be but may be slightly off. We encourage you to listen to the full context.
Podcast Summary
In this episode of the CMO Podcast, Jim Stengel interviews Erin Newkirk, former Chief Brand & Marketing Officer at Caribou Coffee, who has since launched her own training and coaching company. (04:08) The conversation explores Erin's diverse career journey from General Mills to founding Red Stamp, a mobile-first lifestyle brand, and eventually leading brand marketing at Caribou Coffee. (05:26) Erin shares insights on building authentic brand experiences, scaling creative marketing initiatives, and maintaining personal grounding practices while leading high-performing teams. The discussion delves into her core mantra of "build with heart, scale with soul, spark movements that matter" and how she operationalizes meaningful brand experiences across Caribou's 850+ locations. (22:12)
- Core themes include authentic brand building, the intersection of personal values and professional leadership, creative marketing in competitive categories, and the importance of staying true to brand purpose while scaling operations
Speakers
Erin Newkirk
Erin Newkirk most recently served as Chief Brand & Marketing Officer at Caribou Coffee, helping guide the beloved global coffeehouse with more than 850 locations across 11 countries before leaving to start her own training and coaching company. Her career spans Fortune 500 companies, startups, and everything in between, beginning at Kaplan, earning her MBA from Indiana University's Kelley School of Business, and honing her brand expertise at General Mills working on icons like Cheerios and Pillsbury. She founded Red Stamp, a mobile-first lifestyle brand that scaled to millions before being acquired, and currently serves as an advisor and board member for mission-driven ventures including ModernWell, Omnia Fishing, and TurnSignl.
Jim Stengel
Jim Stengel is the host of the CMO Podcast and a former Chief Marketing Officer at Procter & Gamble. He has helped hundreds of major brands discover and activate their purpose, believing that when a brand's purpose is clear, compelling, and authentic, profit naturally follows.
Key Takeaways
Daily Grounding Practices Drive Leadership Excellence
Erin emphasizes the critical importance of starting each day with intentional grounding practices. (17:07) She begins every morning with coffee, meditation, journaling, and reflection on three key things she needs to accomplish and what she's grateful for. This practice isn't just personal wellness—it's strategic leadership preparation that allows her to show up responsibly and measurably for her team. The discipline of daily grounding creates the mental clarity and emotional stability necessary for making high-stakes decisions and inspiring others throughout demanding workdays.
Operationalize Core Values Through Specific Behaviors and Systems
Rather than treating company values as wall decorations, Erin demonstrates how to embed them into actual business operations. (18:49) At Caribou Coffee, they attach real behaviors, hiring practices, training programs, and performance metrics to their core values. For example, their "make fun happen" value translates into specific team activities like creating drink brackets for Vikings ticket giveaways, combining education about products with enjoyable team experiences. This systematic approach ensures values become lived experiences rather than empty corporate speak.
Empower Teams with Playbooks, Not Scripts
Successful scaling requires giving teams frameworks for decision-making rather than rigid instructions. (34:31) Erin explains how Caribou creates comprehensive playbooks for various scenarios—from competitor openings to construction disruptions—that empower local teams to make appropriate decisions while maintaining brand consistency. This approach combines the flexibility needed for local responsiveness with the structure required for brand integrity, enabling growth without sacrificing quality or authenticity.
Meet Consumers Where They Are with Authentic Brand Extensions
When Caribou launched energy drinks targeting Gen Z and millennials, they didn't just create a product—they created a culturally relevant experience. (35:55) Recognizing that first dates and "situationships" happen at Caribou locations, and knowing dating shows were popular with their target audience, they created their own dating series hosted by comedian Hannah Berner. This campaign successfully launched their energy drink line because it authentically connected product innovation with genuine consumer behaviors and cultural moments.
Lead from Curiosity and Heart-Centered Decision Making
Erin's career philosophy centers on leading from curiosity, creativity, and connectedness rather than rigid long-term planning. (22:12) She makes career decisions based on how she wants to feel daily, what she wants to accomplish each year, and what good she can do, rather than traditional five or ten-year projections. This approach has led her from journalism to General Mills to founding a startup to leading Caribou Coffee, demonstrating how authentic self-awareness and purpose-driven decision making can create more fulfilling and effective career paths.
Statistics & Facts
- Caribou Coffee has more than 850 locations across 11 countries, positioning it as the third largest coffee brand in the US. (04:53) This scale provides significant competitive advantage in a crowded marketplace dominated by giants like Starbucks and Dunkin'.
- Erin has been Chief Brand & Marketing Officer at Caribou for five years, joining just one month before the world shut down with COVID in 2020. (34:07) This timing required exceptional adaptability and crisis leadership during one of the most challenging periods in retail history.
- The Brand Champions program Erin worked on at General Mills has survived over 20 years and is reportedly still alive today. (24:45) This longevity demonstrates the lasting impact of well-designed marketing training initiatives.
