{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Marketing UnLearned","title":"\"Innovation never sleeps\" - Karl Gibbons of SharkNinja","html":"","width":"100%","height":180,"duration":1979,"description":"In this episode of Marketing Un:Learned, Ian Jindal talks with Karl Gibbons, who leads sales strategy and analytics across Northern Europe for SharkNinja — the company behind two of the most disruptive consumer brands in small domestic appliances: Shark and Ninja. Karl brings a career built in FMCG food (most recently in butter and margarine) to a business that launches approximately 25 new products a year across 38 subcategories. The conversation explores what Karl has had to unlearn about pace, innovation cycles, brand building and channel strategy — and what he brought with him that still holds.About the GuestKarl Gibbons is Sales Strategy & Analytics Director for Northern Europe at SharkNinja, responsible for driving profitable category growth across the Shark and Ninja brands in Norway, Sweden, Denmark and Finland. Before joining SharkNinja just over a year ago, Karl spent the majority of his career in food — most recently in the butter and margarine category — giving him a sharp perspective on the differences between true fast-moving consumer goods and the relentless innovation cycle of consumer electronics.Episode Outline & Key TopicsIntroducing Shark and Ninja — two brands, one innovation engine[00:00]Karl explains how Shark (famous for vacuum cleaners, now expanding into beauty and home environment) and Ninja (known for bringing the air fryer to the UK mainstream, now spanning espresso machines, ice cream makers and pizza ovens) sit as separate brands under one company. Innovation is the connective tissue — SharkNinja runs a 24/7 global design cycle across teams in Shanghai, London and Boston, so \"innovation never sleeps.\"Consumers as brand ambassadors — and why that isn't glib[07:00]Ian pushes back on Karl's claim that consumers are SharkNinja's greatest brand ambassadors. Karl responds with the Ninja CREAMi launch: an ice cream maker that generated a wave of organic user-generated content on TikTok and Instagram within 48 hours — with virtually no paid...","thumbnail_url":"https://img.transistorcdn.com/2vYmJC6HmVzgBTjjUeghmfTKbE6GLhv9h0IgzdJ4Lrc/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80ZWNh/ZjRiYTg0NzZmODUy/NzE4MGQ1ZmFlMzhl/MmViYy53ZWJw.webp","thumbnail_width":300,"thumbnail_height":300}