Larisa Walega is the VP of Marketing at Ziebart, one of the oldest franchise concepts in the world which specializes in the automotive industry and has over 400 locations in 37 countries.
In this episode of The Art of Franchise Marketing, Larisa shares how her team meets the needs of their customers — employees, franchisees, and service users — through various marketing initiatives. In addition, our host Madeleine Park dedicates one part of the conversation to customer journey management, where Larisa explains how they approach its creation and implementation and emphasizes the importance of research.
Larisa wanted to run a performing arts center. Unfortunately, that dream didn't come true, but she worked at one as a marketing coordinator. However, as she became more interested in marketing and advertising, she wanted to explore other fields. That led her to Ziebart, where she was a field marketing manager, then director of marketing, and finally the VP of marketing.