435: Murder in HR and the Power of Branded Entertainment with Ryan Bonnici, CMO at Wellhub (formerly Gympass)

Marketing Today with Alan Hart

Ryan Bonnici is Chief Marketing Officer, Wellhub, previously known as Gympass. Ryan brings over 15 years of experience at places like Salesforce, HubSpot, G2, and Microsoft and was named one of the 2020 World’s Most Influential CMOs by Forbes. Ryan now leads a team of over 300 professionals at Wellhub, where his main goal is to make wellbeing a priority for employees globally.

Wellhub is the world's leading corporate wellness platform. They have over 15,000 clients globally who rely on Wellhub to provide their employees with access to the best wellness partners around the world across fitness, mindfulness, therapy, nutrition, and sleep. Their goal is to make every company a wellness company.

On the show today, Alan and Ryan talk about the reason behind the rebrand from Gympass to Wellhub, the logistics of making such a significant change, and differences in their B2B, B2C, and B2P marketing strategies. They also discussed the benefits of entertainment marketing tactics, why Ryan and his team ultimately settled on a fictional podcast called Murder in HR, and the impact it has had on their core businesses.

In this episode, you'll learn:

• The reasoning and logistics behind rebranding from Gympass to Wellhub
• The differences in B2B, B2C, and B2P marketing strategies
• Why and how to leverage branded entertainment

Key Highlights:

• [01:40] How Ryan gets wellness into his week
• [05:55] Ryan’s career path
• [10:45] Wellhub’s goal and mission
• [12:15] Their product is their network.
• [14:30] From Gympass to Wellhub
• [19:10] What B2B, B2C, and B2P marketing looks like at Wellhub
• [21:20] Leveraging branded entertainment
• [30:00] How self-low esteem as a kid impacted Ryan as an adult
• [32:10] Advice to his younger self
• [33:15] Don’t write off social selling in B2B and follow your own behaviors.
• [35:45] Trends and subcultures to watch
• [37:15] Threats facing marketers today

Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest!

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