In this episode - we had an absolute blast chatting with Jonelle Ricketts who is the Head of Marketing for IKEA Canada! 🇨🇦🇸🇪

IKEA is one of the most beloved brands in the world but you probably already knew that! The odds are that you’re one of the 33 million guests that visited their stores last year in Canada & left with more than just thoughtfully designed furniture (those Swedish meatballs are seriously delicious).

Jonelle has had a remarkable career working across a range of companies (IKEA, Sephora, Blackberry) and countries (Canada & the Netherlands). She is an award-winning marketer having recently been recognized as 2025 Strategy Marketer of the Year & also recently snagged numerous awards at Cannes.

Amongst other things - we chatted about the winning streak that her team is on, the career leaps that changed her life, a late-night DM campaign that started a mattress war, what a dance class taught her about taking chances, the importance of inclusivity, and we even got a behind-the-scenes look on how they continue to build such an iconic brand.

• More specifically, Jonelle shared her thoughts on the following questions:
• How would you describe what you do to a stranger? (2:00)
• What was your “Marketing Moment”? (5:40)
• How has your view of marketing evolved over time? (8:38)
• What advice would you have to anyone looking to make a career leap? (12:05)
• How was your transition moving back from the Netherlands? (18:17)
• Talk us through the decision of returning in Canada to lead marketing for IKEA? (21:51)
• How does your team stay tapped into culture? (29:53)
• How is your Marketing team in Canada structured? (38:35)
• We put Jonelle in the hot seat 🔥(41:33)

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