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With 15+ years of experience building and scaling brands including Casper, Zipcar, Todd…
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Monica Brouwer shared thisI'm technically on the Gen X/Millennial cusp, which means I remember life before the internet but also believe every minor inconvenience can be solved by an app (or AI... eek). I work with a lot of Gen Z now. I think they’ve adopted me. I pray. They’re cool. Lately, it has me thinking about which lessons from our generation are worth passing along and which ones should probably end with us. Years ago, when I was a wee little intern at Vitaminwater, I was told: “Don’t tell me why something can’t be done. Tell me what it would take to get it done.” I'd hit a wall at some kind of event at the PGA in West Palm Beach. I complained. Was I a child? Yes. But that advice changed the way I work. It taught me to move beyond the obstacle and toward the solution. More time? More money? More people? A different approach? Name what it takes, then make a decision. That feels worth passing on. What isn’t worth passing on is the idea that getting it done should always require sacrificing your health, hiding that you’re overwhelmed, or treating burnout like proof of ambition. Gen Z is better at questioning that. They ask why. They expect clarity. They have boundaries. Sometimes this makes those of us raised on “figure it out” twitch a little. But work is better because of it. The lesson I want to pass along is not “do whatever it takes.” It’s: Be honest about what it takes. Then decide together whether it’s worth doing. (Proof of ever being in my 20's pictured here)
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Monica Brouwer shared thisDolly Parton understood something every great brand builder knows: you can be completely, unapologetically yourself and still build something enormous. She protected her publishing rights at a time when very few women in music held that kind of power. She famously turned down Elvis Presley’s request to record “I Will Always Love You” because it would have meant giving up half the publishing rights. Then she took what she earned and poured it back into East Tennessee, building Dollywood into a major employer and economic engine for the place that raised her. Through the Imagination Library, she also put hundreds of millions of books into the hands of children around the world. And because Dolly understood how to bring her world into absolutely everything, she built a food business too. Her Duncan Hines line started with Southern-style cake mixes and frostings inspired by family recipes. The first limited-edition collection sold out before noon on the day it launched. It eventually grew into brownies, biscuits, cornbread, muffins, pancakes, and frozen foods. Not just a celebrity endorsement. A whole universe that felt unmistakably hers. Dolly was joyful, glamorous, funny, generous and incredibly strategic. She was always in control of her own story. She never had to tone down the hair, the humor or the rhinestones to be taken seriously. My first internship was at a pharmaceutical marketing agency, where the CEO and his partner would play Dolly Parton CDs on the office stereo at the end of the day. As a Cuban girl from Miami, Dolly was new territory for me. I knew the hair. I knew the larger-than-life persona. I knew her mostly from the Steel Magnolias VHS box at Blockbuster. But sitting in that office, I learned just how great the music was. It was unquestionably the most useful thing I learned during that internship. This week, our team at Smash Kitchen baked one of her Duncan Hines cakes in her honor. It is no surprise that the post is now going viral. Even now, Dolly is still bringing people together around music, food, and a little something sweet. Rest in peace to a true original. The world feels a little less sparkly without her.
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Monica Brouwer shared thisFantastic opportunity in Los AngelesMonica Brouwer shared thisMarketing at a VC isn't about building a brand. It's about building a story around every company you touch. We're hiring our first-ever Marketing Manager and Creative Designer at Sound Ventures to join Jillian Puente and our crew. Brand + storytelling + events + creative + positioning + founders + incubations. It's not your average marketing job. But, then again, we're not looking for average marketers. https://lnkd.in/gYUB7yVk
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Monica Brouwer shared thisThe launch gets the attention. The grocery aisle tells the truth. Building a brand people come back to week after week is a very different challenge than building launch buzz. We're grateful to Ad Age for the recognition, and even more grateful to the customers who keep choosing us.Monica Brouwer shared thisRecognition like this belongs to a lot of people. Our small (but mighty) team, our retail partners, our agency partners, our creators, and everyone who's chosen Smash Kitchen over the past year. Thank you, Ad Age, for including us on this year's Hottest Brands list.
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Monica Brouwer shared thisI never thought I'd be celebrating National Hot Dog Day with the same enthusiasm as the first night of Hanukkah... but here we are. What started as a fun cultural moment has become one of my favorite days of the year. This year, our team went all in. We partnered with HexClad Cookware outside one of New York's most iconic landmarks, The Met, to serve hot dogs (with plenty of Smash Kitchen, of course), teamed up with creators to dream up stories and recipes that people actually want to make, and created some of my favorite content. Personal recommendation: our BBQ Chips crushed on a hot dog. Trust me. The best part wasn't the hot dogs, though. It was watching a small, scrappy team turn a pantry staple into something people wanted to stop for, photograph, share, and talk about. That's the kind of marketing I love: taking everyday products and giving people a reason to gather around them. Huge shoutout to my incredible team for bringing this one to life. Brianna Vaccaro and Abigail Park are the ketchup and mustard of it all.
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Monica Brouwer shared thisProud of this one. This morning, I got to watch a brand our team has poured everything into appear on Good Morning America. Building a CPG company from scratch isn't glamorous most days. It's hundreds of decisions about ingredients, packaging, retail, operations, creative, and making sure the product actually delivers on the promise. Seeing that work recognized on national television is a reminder of why it's worth it. Huge thank you to our partners at Walmart for believing that families deserve pantry staples made with better ingredients at prices they can actually afford. They've been an incredible partner as we've brought Smash Kitchen to life. And to our small but mighty team: this moment belongs to all of you. Excited for what's next. ❤️Monica Brouwer shared thisThis morning, Smash Kitchen had the opportunity to be featured on Good Morning America as part of a story on how brands are building alongside America's largest retailer. When we launched Smash Kitchen, we believed families shouldn't have to choose between better ingredients and affordable prices. That belief has guided every product we've brought to market, from condiments to pasta sauce, dressings, oils, and beyond. What makes this moment especially meaningful is that it wouldn't have happened without an incredible partner in Walmart. From day one, Walmart embraced the idea that organic, Non-GMO pantry staples made with real ingredients belong on shelves at prices more families can afford. Their willingness to back emerging brands and think differently has given us the opportunity to reach millions of households across the country. A huge thank you to the teams at Walmart and Good Morning America for sharing our story, and to everyone at Smash Kitchen who's worked tirelessly to make moments like this possible. We're just getting started! #SmashKitchen #Walmart #GoodMorningAmerica #CPG #Retail #FoodInnovation #BrandBuilding #Organic #ConsumerGoods
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Monica Brouwer shared thisA few weeks ago, I told my dad about a project we were working on to celebrate America's 250th birthday. He immediately smiled and told me his America 200 story. When he worked at Seeburg Corporation manufacturing jukeboxes and pinball machines, he was asked to sing God Bless America in front of the entire company. There was just one problem: as a recent immigrant, he didn't actually know the words. So he spent the next two weeks secretly memorizing them, determined to get it right. And then he sang it in front of a team of 2,000 people. That story has been on my mind ever since. There's something really special about the traditions that bring people together. Backyard cookouts are one of them. For America's 250th birthday, our team at Smash Kitchen partnered with Walmart to create the America $2.50 Grill Pack— a limited-edition bundle built around the four sauces that belong at nearly every American cookout. We even tucked in a custom bandana and a collectible postcard from Glen Powell to make it one worth keeping. It's a small project, but one I'm incredibly proud to have helped bring to life. Especially because it celebrates the kind of moments that have always made America feel like home to my family. Happy birthday, America. 🇺🇸Monica Brouwer shared thisThis year, America celebrates its 250th birthday. We thought the best way to celebrate was around the grill. One of the questions we kept coming back to while building Smash Kitchen was simple: Why does eating better almost always have to cost more? So, in partnership with Walmart, we created the limited-edition America $2.50 Grill Pack. A bundle built around the four sauces that show up at nearly every American cookout. Organic Ketchup, BBQ Sauce, Mayo, and Mustard— for just $2.50, exclusively on Walmart.com. Plus, a custom bandana and a collectible postcard from Glen Powell (because every great cookout deserves a few keepsakes). Think about that for a second. In a world where a cup of coffee, a candy bar, or even a bottle of water often costs more than $2.50, we wanted to give families a little break. Better ingredients shouldn't be a luxury. This wasn't just about creating another promotion. It was about proving that better ingredients and great value can exist together. A huge thank you to the Walmart.com team for partnering with us to bring this idea to life. Here's to 250 years, backyard cookouts, burgers on the grill, and the moments that bring us together. 🇺🇸 While supplies last. Grab yours here: https://lnkd.in/gFMTfD6M
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Monica Brouwer shared thisWe recently filmed a segment for a little something about Smash Kitchen (more to come...). Part of the b-roll involved the team gathering in the kitchen to cook together, and at one point, the producer stopped and asked, "Do you actually do this?" The funny thing is, we do. Scout's honor. I've had fresh pizza from our office oven three times in the last week while taste-testing different pies with our new pizza sauces. On any given day, someone is making pasta, firing up a pizza oven, testing a new recipe formulation, or pulling everyone together for a taste test. It's one of the things I love most about this team. Food isn't just what we sell, it's how we spend time together. Some of our best conversations happen standing around the kitchen island with a plate in hand. New ideas get debated over lunch. Product feedback happens in real time. In a world where so much work can feel transactional, sharing a meal creates something different. It builds relationships, encourages collaboration, and keeps us connected to the reason we're here in the first place: helping families put better food on the table. The producer was surprised that what she was filming wasn't staged. For us, it was just another day at HQ.
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Monica Brouwer reacted on thisMonica Brouwer reacted on thisLiterally we committed to planes, trains and automobiles this week to spend time with suppliers, better understanding their businesses, co-creating the future and visiting our teams in the field. ✈️ 🚂 🚗 I’m grateful for the partnerships we have. 🤝 Walmart merchants and our partners are customer obsessed, solving problems and serving missions all with one purpose #savemoneylivebetter. Shawn Townzen Kevin Marsh Heather Seymore #pantrywithapurpose
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Monica Brouwer reacted on thisIt’s so easy to bail on the post-work event (where you don’t know anyone) that you RSVP’d yes to a few weeks ago when you were bright-eyed at 9 AM. Went to an event alone last night and ended up meeting new friends, ad hoc advising through career pivots, and got a great tarot reading (huge + for me). Thanks Lora + AlleyCorp!! It’s always worth it. It’s really hard to learn something new if you’re doing the same thing every day with the same people. Also Citi Bike I’m here to talk partnership when you’re ready.
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Monica Brouwer liked thisMonica Brouwer liked thisTime flies when you're having fun. What a ride it's been at SpotHero!
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Monica Brouwer reacted on thisSee you there!Monica Brouwer reacted on thisThe best conversations start with snacks. Ours come with plenty of sauce. We’re headed to #Founderland with something hot, something crispy, and very strong opinions about dipping. Find us on the second floor of the main deck. Mark your calendars: 1:00–2:00 PM | Meet the founders Come for a snack. Stay to chat with Sameer Mehta and Sean Kane 6:00–7:00 PM | Shop the Pantry Grab a tote and fill it with a few of your Smash Kitchen favorites. See you there! Founderland.us
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Monica Brouwer reacted on thisMonica Brouwer reacted on thisThe best conversations start with snacks. Ours come with plenty of sauce. We’re headed to #Founderland with something hot, something crispy, and very strong opinions about dipping. Find us on the second floor of the main deck. Mark your calendars: 1:00–2:00 PM | Meet the founders Come for a snack. Stay to chat with Sameer Mehta and Sean Kane 6:00–7:00 PM | Shop the Pantry Grab a tote and fill it with a few of your Smash Kitchen favorites. See you there! Founderland.us
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Monica Brouwer liked thisMonica Brouwer liked thisI’ve joined Cognition to lead marketing! Looking forward to sharing what we’re cooking up. We’re hiring across the board and we’re going to build a legendary marketing team…my DMs are open :)
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Monica Brouwer liked thisMonica Brouwer liked thisI'm very happy to share I’ve joined Wawa, Inc. as Director of Marketing & Brand Strategy. I couldn’t be more excited to help Wawa build on the power of this beloved brand, reaching and delighting even more customers while deepening its commitment to the communities it serves. I’m coming in ready to listen and learn, starting with the people who know Wawa best: our customers and store associates. Grateful for everyone who’s shaped my path to this moment, and looking forward to getting to know more of the people behind this remarkable brand. Thank you Doug Martin for the opportunity. Ready to get to work! 🦅
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Monica Brouwer liked thisMonica Brouwer liked thisLove what Claire's did here in Brooklyn & Los Angeles Taking piercing to a whole other level #OOH has a limitless creative canvas When brands realize that - they win Cheers to OBB Media & Midnight Oil - 🤝 Also much ♥️ to Heritage Outdoor Media & New Tradition
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15 Fresh Faces Changing the Face of Experiential Marketing
Inc. Magazine
https://www.inc.com/joel-comm/15-fresh-faces-changing-the-face-of-experiential-m.html
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Leandro Barreto
People putting Vaseline on their lips when eating super hot, spicy food. What do you think, is this signal, or noise? Joshua Spanier asked me how I distinguish between authentic signs that audiences are giving brands their own meaning, and trends that don't hold any weight. We talked about what it takes to build desire at scale in a landscape that's moving faster than ever, and why brands need to listen closely to creators, communities and culture to understand which signals are worth following. Thank you to Josh and the Think with Google team for the great conversation. Listen to the full episode here: https://lnkd.in/eEr-3UNU #UniquelyUnilever
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