Jul
23
Chegg CMO Proves That Thinking Inside the Box Has Its Advantages
Posted in: Uncategorized
When former Unilever marketer Esther Lem became CMO of Chegg less than three years ago, it was largely an online college-textbook-rental retailer, and her biggest experience on college campuses was paying — sometimes dearly — to get her brand, Axe, in front of college students.
Her mission from CEO Dan Rozensweig was to help turn Chegg into a sort of virtual student union and one-stop shop for college students — and develop more ways to reap income from brands like those at Unilever that wanted to get in front of college students.
She says that today Chegg is well on its way toward accomplishing those goals.
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