RSM US LLP (“RSM”) – the nation’s leading provider of audit, tax and consulting services focused on the middle market – and The CEO Forum Group are pleased to announce the 12th episode of “The Middle Market Transformative CEO,” featuring guest Dawn Zier. The final episode of the series, which aired over 25 nationally syndicated AM radio stations on Sun., May 26, is now also available as a podcast.
At the time of the interview in March, Zier was president and CEO at Nutrisystem Inc. Since the interview, Tivity Health, an integrated portfolio of fitness, nutrition and social engagement solutions to support overall health and wellness, announced that it completed the acquisition of Nutrisystem. Zier has since stepped into her new role as president and chief operating officer of Tivity Health.
Co-hosts Robert Reiss, founder and CEO of The CEO Forum Group, and RSM Chief Economist Joe Brusuelas, speak with Zier about why Nutrisystem joined forces with Tivity Health and how the acquisition aligns with the future of health and wellness, how she implemented and led a turnaround strategy for Nutrisystem, and the importance of embracing cutting-edge technologies to better serve customers.
Some of the key topics discussed during this episode are: the significance of digital expansion and how cultivating and leveraging data can help to transform a business; leveraging predictive analytics for segmentation and targeting purposes to determine the most effective advertising avenues; why it’s important to work with brand ambassadors who embody a company’s values and goals; how Nutrisystem used DNA technological advancements to create their DNA Body Blueprint product to personalize weight loss plans; and what the company learned once they started fully using the data they were collecting.
“I’m a big believer in a fact-based culture,” said Zier, while discussing her approach to leading a company. “For me, being able to run an e-commerce company means that there’s a lot of data at your fingertips, and you need to not drown in the data. You need to know how to cultivate it and use it.”
“Given the way that we buy, which is performance-based marketing, everything we do is traceable through these models that link back,” continued Zier. “We can very easily understand, at a more micro-level, where we should be expanding and what we should be doing on social channels.”
Regarding where Zier sees the company being in five years, following the recent acquisition, she explained: “I think we will truly be a health and wellness company that helps America get healthier, which is what we need.”
For more insights from this month’s Middle Market Transformative CEO, listen to the full episode.
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