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Meet Cynthia Thayer of Yowie Group

Today we’d like to introduce you to Cynthia Thayer.

Cynthia, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I came to Yowie Group in 2018 and currently hold the position of Global Chief Marketing Officer for the brand. As a brand, Yowie was originally born in the mid 90’s in Australia with the mission of educating children about endangered wildlife and the natural world around us. With that mission as our north star, we developed a product, the Yowie Surprise-Inside Chocolate, that delivers the sweetest of ways for the Yowie characters to spread a wildlife conservation message. Now, the Yowie are here in the U.S. to teach children of all ages about the wonders of our natural heritage and remind us of its value. The mission of the brand is something that is a passion point for me and is something I am very proud to represent as the Global CMO.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
There are many struggles that our brand is faced with, as with any growing company in the United States. Most recently, we have been faced with the challenge of marketing our products amidst the global pandemic – something that was uncharted territory for companies across the board. Since Yowie is very popular amongst younger generations who were taken out of school, we knew that, product sales aside, we had to stay true to our mission of educating children in the middle of the chaos. In making this our main priority, we were able to quickly focus on the Yowie website and provide many fun and easy activities to occupy children at home, while simultaneously getting them excited to learn about endangered wildlife.

Yowie Group – what should we know? What do you guys do best? What sets you apart from the competition?
As the CMO of Yowie Group, I head up all marketing and product development efforts for the brand. This includes ad campaigns, SEM, social media, public relations, and the development of our collectible animal series among other marketing responsibilities. What sets Yowie apart from other confectionery companies is the fact that we were founded with a purpose of providing more than just a sweet treat for kids with a surprise inside. Education is at the root of everything we do and being able to help parents and children become more educated about wildlife, on top of providing a sweet treat for all to enjoy, is something that makes me proud of my role at Yowie Group every day.

If you had to go back in time and start over, would you have done anything differently?
Leading the marketing directives of a global company is no easy feat, and my team at Yowie has helped immensely in making these efforts a success. We have an amazing team of marketing professionals with diverse specializations who are constantly coming up with creative ideas to drive awareness and get our fanbase excited about what’s to come.

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