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Marketing on Purpose: Building a Movement

Marketing on Purpose:
Building a Movement

Thursday, 15 September 2022
12:00pm EDT / 9:00am PDT / 5:00pm BST / 6:00pm CEST
Sponsored By
British Columbia Lottery Corporation
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In a purpose-driven business, the role of marketing changes from traditional advertising of products or services to building a social purpose brand ecosystem. Companies that adopt a social purpose as the reason their company exists, see a major shift in the way marketing is integrated and delivered.

Over the past decade, consumers around the world have increased their expectations about the role corporations play in society, and they are demonstrating these expectations with their purchasing power. Social purpose is an emerging trend in business whereby companies define their reason for being in terms of the good they do for people and the planet. This process enables organizations to establish a competitive advantage and create new opportunities for maximizing profits and building shareholder value. Social purpose companies exist to create a better world through their core business operations.

In this upcoming Sustainable Brands Webinar, Peter ter Weeme, Chief Social Purpose Officer at BCLC will lead the discussion with Maddy Kulkarni, Global Marketing Director, Sustainability & Social Impact at PepsiCo and Bridget Russo, Chief Marketing Officer at CLMBR, to unpack their experience in engaging stakeholders in their purpose-led marketing transformation and explore lessons learned from articulating and operationalizing social purpose and how those experiences impact marketing strategy and practices.

Key takeaways:

  • Gain insights into the role and importance of marketing in a purpose-led company
  • Hear from thought leaders who are modeling and upholding purpose at the core of their business
  • Learn from industry leading experts about their purpose-focused marketing journey, including both pitfalls and successes
  • Better understand how to measure purpose-led marketing successes

As a special bonus, 10 registrants who attend the webinar will be selected to receive a copy of Social Impact Marketing: The Essential Guide for Changemakers, a book written by panelist Maddy Kulkarni.

Can’t join in real time? Register anyway and we’ll send you the recording!


Peter ter Weeme
Chief Social Purpose Officer and VP, Player Experience
British Columbia Lottery Corporation

As the Chief Social Purpose Officer & Vice President, Player Experience, Peter ter Weeme is responsible for BCLC’s social purpose, stakeholder relations, communications, marketing, CRM and loyalty, business intelligence, player experience, player health, Indigenous Reconciliation and the Customer Support Centre. Peter is a 28-year veteran of the sustainability, social purpose and social justice movements. Prior to joining BCLC in February 2020, he was the EVP, Purpose and Brand Citizen of a Vancouver-based marketing and communications firm that works at the intersection of data, emerging technologies and social purpose. With an MBA specializing in environmental management, Peter has founded and grown two successful consultancies and previously led the marketing and communications at Mountain Equipment Co-op. He currently serves on the board of the Western Canada Theatre company in Kamloops and the Cape Cod Centre for Sustainability in Provincetown, Massachusetts.

Maddy Kulkarni
Global Marketing Director, Sustainability & Purpose

Maddy Kulkarni serves as the Global Marketing Director of Sustainability & Social Impact at PepsiCo. She has also recently authored a textbook, Social Impact Marketing: The Essential Guide for Changemakers, on how marketing can be used to drive both business and social impact. Maddy serves as PepsiCo’s liaison to the World Federation of Advertisers’ Planet Pledge, and has spoken on behalf of the organization at the United Nations Global Compact’s Leaders Summit. Maddy has served on numerous non-profits boards and has been awarded a 40 Under 40 designation by Dallas Business Journal.

Bridget Russo
Chief Marketing Officer

Driven by a desire to combine 25+ years of brand-building experience with positive social impact, Bridget Russo Gottlieb joined the team at CLMBR in 2021 as CMO to oversee their growth and leadership in the connected-fitness space. Before joining the CLMBR team Bridget, headed up marketing for plant home delivery company Bloomscape as well as Eileen Fisher moving forward with their content strategy, campaign approach, and experiential marketing. And from 2012 to 2018 she oversaw global marketing and communications as CMO for Shinola where she worked closely with internal and external partners, across private and public sectors, to build an American design brand focused on job creation through storytelling and products that are built to last. Prior to Shinola, Russo made a name for herself in the fashion industry by pursuing projects she found ethically compelling—including the establishment of her own consulting firm, Passion Projects Consulting, whose focus was fashion ventures driven by social impact. This globally inspired mentality began with her work at EDUN in 2005, the apparel brand founded by Ali Hewson and Bono created with a commitment to reducing poverty in Africa through trade. Bridget was also named one of the Ad Week Brand Genius Class of 2016, bestowed upon 10 of marketing “most talented” that year. And is also an Endeavor Detroit Mentor.