Michael Parness has joined Bark, a global omnichannel dog brand with products such as BarkBox and Super Chewer, to lead marketing efforts, which have recently become more focused on AI.
This leadership change aligns with the company’s recent reorganization of its creative and marketing functions, announced during the company’s most recent earnings conference call. The restructuring aims to bring Bark’s creative talent closer to the consumer.
In this context, Bark was increasingly use AI within its marketing design processes, allowing designers to use a content plan along with AI tools to create thousands of iterations in minutes rather than relying on them to create individual pieces of content.
“This approach allows for more robust testing of ads across various platforms, helping us identify the most impactful content in an efficient manner,” CEO Matt Meeker said on the call.
Parness brings extensive experience developing marketing and digital transformation strategies for companies like JustFoodForDogs and Chateau Ste. Michelle Winery, a portfolio of omnichannel wine brands.
At dog food brand JustFoodForDogs, Parness led a team of 12 to drive comprehensive digital marketing; strategic planning for e-commerce, omnichannel and DTC; and content creation, advertising and product development, according to its LinkedIn.
Prior to that, he was the Winery’s Chief Digital Officer, responsible for digital transformation and a 52-member cross-functional team to drive operational excellence across digital, product, performance marketing, DTC, CRO, e-commerce, creation. , and omnichannel.
“Michael…has consistently demonstrated the ability to drive brand development and business growth through creative storytelling and strong customer engagement,” Meeker said in a statement announcing the appointment. “He will oversee our growth in the games category and ensure our brand reaches as many canine homes as possible. »
