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When I met Pearl Servat three years ago, Visible was brand new in the world of wireless carriers, and Servat was generating content about it. Now she is fairly new in an elevated role as Head of Brand Marketing and Demand Gen for the disrupter division of Verizon Wireless, and gives good content herself in our conversation about driving customer connections.
Servat honed her PR chops in the entertainment and brand world under the mentorship of marketing heavy hitters like Pat Kingsley (PMK-BNC), but made the switch, as they say in the world of carriers, to helm “brand and demand” marketing. In Epi 39, she discusses both her own evolution, and that of Visible. Hear how she leverages partnerships with like-minded brand ambassadors and ensures the first all-digital wireless carrier in the US doesn’t forget its mission of kindness and transparency:

“I essentially sit at the intersection of where I’ve always loved to be.  Between brand building and conversion and acquisition, driving and growth.”

Mission First, Marketing Next.

  • Servat explains that Visible’s mission drove her to lead efforts to connect people during some of the scariest days of the pandemic.
  • Hear how a simple email campaign that Visible sent asking how customers were holding up during the pandemic had unexpected impact.
  • Staying true to its DNA, the brand launched the #VisibleActsofKindness campaign and garnered over 2 million organic interactions.
  • Hear her perspective on the importance of both brand and demand marketing, as her title implies, AND experiential marketing — such as when they turned Los Angeles bus stops into mock living rooms, and even ski lifts settings giving customers a tactical connection with the all digital brand in lieu of physical retail locations.

“It’s beyond just retaining the consumer for us…We truly try to be as intentional as we can at every touch point with the brand. So, it doesn’t just start and stop with marketing.”

Partnerships that Matter

  • Partnerships and brand ambassadorships help extend the reach of the brand.
  • Servat emphasizes the importance of partnering with people who live by the same mission as the company.
  • Potential partners have seen the work Visible is doing and reached out to the company, interested in collaboration—the mission drives these kinds of partnerships.
  • Staying on trend? Servat credits her team, modestly saying she’s not “nearly as hip and cool as they are.”
  • And on working with marquee names like Kevin Bacon and Dan Levy? Well…

“When it comes to talent partnerships, we do a significant amount of research…And we only work with talent who walk the walk when it comes to social impact, what they stand for on an ongoing basis, [and] how they connect with their own communities.”

To hear more on the early stage Visible marketing efforts, listen to Insider Interviews Epi 10 with then CMO Minjae Ormes.

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