Marissa Eddings leads the brand marketing organization at 7-Eleven, Inc., which includes 7-Eleven’s family of brands: 7-Eleven, Speedway, Stripes, Laredo Taco Company, and Raise the Roost Chicken & Biscuits. In her role with the world’s largest convenience retailer, she heads the team behind iconic brand moments like Slurpee Day, Bring Your Own Cup Day and more. She has executed groundbreaking brand activations like sending a Slurpee into space, introducing the world to Big Bite Hot Dog Sparkling Water, and even building a custom car created by the brand’s most loyal fans, aptly named Model 711.
Named to our Marketers to Watch list in partnership with The Wall Street Journal, Eddings offers her insights on marketing innovation, authenticity, and evolving consumer relationships.
What book or podcast do you recommend to marketing leaders today?
Jim Stengel’s “The CMO Podcast” is my reliable go-to listen on my daily commute. Hearing inspiring (and sometimes cautionary!) tales from top industry leaders who I greatly admire keeps me grounded in why I do what I do.
What’s a prediction you have for brand marketing over the next few years?
I believe the future of brand marketing will be defined by the deeper integration of AI and personalization as brands strive to connect with niche audiences at scale. With the rise of AI-driven platforms, brands will be able to create more tailored and dynamic consumer experiences, from automated content creation to personalized product recommendations. This shift will make real-time, data-driven decision-making even more crucial to brand success.
How are you using GenAI? In what ways is it most effective?
Gen AI has helped me ideate faster, unlocking productivity and creativity across everything I do. From planning vacations to kick-starting my decluttering journey, AI has essentially become my personal assistant.
Can you share a recent marketing insight you’ve learned and why it excites you?
A recent insight is the growing importance of authenticity in consumer-brand relationships. At 7-Eleven, we’ve seen how tapping into real-time cultural moments through rapid-response strategies generates not only buzz but also builds trust and loyalty. This approach reinforces that today’s consumers value brands that are aligned with their values and speak to them authentically.
What’s the most pressing business challenge you’ve faced in the last year and what have you done to solve it?
A major challenge for our brand has been regaining relevance for Slurpee with a younger audience. Many of our customers grew up with Slurpee and love the brand and the product, but younger customers haven’t had the same experience as their parents. So, we modernized the brand logo and visual identity, and relaunched it with a hip-hop song titled “Anything Flows” complete with its own music video featuring Flo Milli and three up-and-coming artists. We still have progress to make in this area, and this year’s Slurpee Day campaign is designed to really breakthrough with younger customers. We have a wild idea for Slurpee Day (held on 7/11, of course!) that I can’t wait to share with our brand fans. Stay tuned!
What’s one leadership muscle you see as the most important for marketers to exercise?
I believe adaptability will be the most important leadership skill for marketers in the coming years. The landscape is changing rapidly with new technologies, shifting consumer behavior, and evolving platforms. The ability to pivot quickly and lead with agility will ensure that marketing strategies stay relevant and effective.
What’s the most game-changing piece of career advice you’ve ever received?
“Leadership is about enabling others to shine.” This advice has been pivotal in my career. As a leader, I focus on empowering my team, supporting their growth, and ensuring they have the resources to succeed. This has not only helped my team deliver absolute magic but has also created a culture of trust and collaboration.
What gives you energy and inspiration outside of work?
I find inspiration by creatively expressing myself, whether it’s through cooking, visiting a museum, or even engaging in community service. Volunteering with organizations like AAF Dallas and American Red Cross allows me to give to others and gain new perspectives that inspire me at work.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
