Former Crayola CMO on why brand recognition doesn't create an iconic global brand

Opublikowano: 2026-10-29

Nobody asks a crayon company about commercial strategy. But Victoria Lozano spent 17 years helping expand Crayola beyond its core products into physical venues, children's entertainment, and global licensing. In this episode of In Other Words, host Jason Hemingway is joined by Victoria Lozano, former Chief Marketing Officer and EVP at Crayola, to explore why awareness alone is not enough to drive growth, and how campaigns, content, and experiences work across markets and languages. Victoria built the financial model for Crayola's entry into location-based entertainment, ran that business for seven years with full P&L responsibility across five US venues and 1.5...