As one of the most successful social good enterprises on the planet, Goodwill has long been a household name.
The organization’s incredible 94% awareness — a measure of brand familiarity — is a marketer’s dream. But as Goodwill’s new Chief Marketing Officer (CMO), Onney Crawley, told me during a virtual fireside chat conversation last month, most people still don’t know that the organization’s biggest focus of work is on its comprehensive workforce development program. Which, after a devastating pandemic that sent unemployment numbers soaring, is an area that Crawley sees as a massive opportunity for Goodwill to lead.
Throughout her distinguished career working for prominent consumer goods companies like General Mills and The Kellogg Company, Crawley has been an avid champion for brand purpose — something that certainly won’t be lacking in her new role with Goodwill. Since starting in February, she’s already off to a quick start leading a
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