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Russ Klein has a lot of marketing experience. Before taking over as chief marketing officer at Atlanta-based Arby’s last year, he served as global marketing president for Burger King and held marketing positions at 7-Eleven, 7-Up and other consumer brands.
Klein says he is not a marketer who jumps at the latest trend. Rather, he has developed an eye for playing the long game.
A self-proclaimed brand turnaround specialist, Klein aims to take 3,400-unit Arby’s to the next level of success. And he said it all starts with one simple mantra: Know your customers, and target them.
What is the biggest mistake a marketer can make?
I joke with our board that the second-most fatal decision a company can make is to misidentify its target audience. If yo...
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