CMO Spotlight | Lisa Hake - Great Clips
The CMO Spotlight is a chance to get an inside look into the minds and journeys of high performing marketing leaders.
Setup CEO Joe Koufman virtually sat down with Lisa Hake, the Vice President of Marketing and Communications at Great Clips. The full conversation covers her fearless and impressive path to Great Clips, as well as her outlook on being a transparent, fearless, and open-minded leader.
Watch the full interview and read the recap below.
Q1 | Tell us about your career path.
Lisa Hake started her professional marketing career with the Pillsbury company. As Pillsbury was launching new brands in other countries, she was able to utilize her educational background in international studies. During her time at Pillsbury, she received her MBA from the Carlson School of Management (UofM), and decided to explore other opportunities. From there she worked as an internal consultant for the Strategic Business Development Group at 3M where she found an opportunity to work with their dental division. For six years she helped launch products at 3M, until Hake and her husband started their own entrepreneurial journey. Hake next brought her entrepreneurial and innovative spirit to Best Buy where she worked on experimentation in retail and led marketing for The Geek Squad. Again faced with a new opportunity and chance to grow, Great Clips called her with an offer. With the chance to be a key decision maker in a brand that aligned with her values, Hake took the offer and has served in that role for three years.
Q2 | What is your super power?
“Being able to be fearless.”
Hake, who expressed time and time again the importance of jumping at every opportunity or trying anything at least once and seeking the thrill of innovation, sees herself as fearless. She even shared that she quotes Helen Keller daily to her kids, "Life is either a daring adventure or nothing."
Hake mentioned, “because I really truly believe that. I just believe in living life as daring as it might be and trying new things and seeing where it takes you, and it's just all about experiences and memories and trying to make the most of it.”
Q3 | Is there a piece of advice that you wish you'd gotten earlier in your career that would have benefited you today?
When asked about what advice she would give, Hake said that there really is not a specific path to follow when it comes to marketing. She took an unconventional path and ended up exactly where she wants to be.
“Early on in my career, I thought there was this very specific path that marketing professionals had to go on. And, so I was very tied to that path, and thinking about that path, and it’s not true at all! I definitely didn’t take the traditional path...but I still ended up in the spot that’s right for me.”
Her advice to people entering roles like her own is not to worry about knowing everything. Utilizing the experts on your team will help you go far.
Q4 | What is the biggest challenge that you're facing in your current role that you didn't anticipate?
For a company that relies heavily on physical interaction, switching to digital was always a challenge for Great Clips...until the pandemic that is. The pandemic has forced people to use the app in order to make their time more deliberate when making appointments and entering the salons. Hake went into detail about a current campaign regarding “stay home hair” that she is proud of. Since stores were forced to shut down during the lockdown, this campaign included a video spot and highlighted people’s at-home haircuts and their relationships with their stylists - keeping the brand relevant during a dark period.
Q5 | What are the most important values that you demonstrate as a leader, or that you may even demand from people on your team?
Hake emphasized that transparency and empathy are two values she emphasizes as a leader. “Especially now…” she stated as she explained understanding the importance of recognizing the current implications the pandemic has had on staff members and consumers. She practices and expects transparency with her team when asking for and giving feedback, and even articulates it to new partners and agencies within their first days of working together.
Other highlights throughout the interview include brands and leaders Hake admires. Hake gave a sincere shout out to Best Buy and former colleagues who continue to innovate in their space. In the remainder of the interview, Hake talked about Great Clip’s relationships with their marketing agencies and partners, explaining that transparency, open communication, and collaboration are key pillars to their success.
For more marketing leadership advice like this, as well as other golden nuggets, be sure to watch the full interview with Lisa Hake, and keep an eye out for more thought leadership from our CMO Spotlights.