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Kathy Varol

With 20 years experience of brand marketing and strategy, she helps her clients to stand out from the crowd in competitive marketplaces. She has developed a four-point process to become a brand led by purpose.

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Kathy shaped the strategy for our women’s business. She expertly analyzed the data from quantitative consumer research (12.5K respondents across China, USA, and Europe) and synthesized it with multiple other data sources. Kathy turned all this data into business insights that were foundational for the women’s business strategy and fundamentally altered the way we approach the women's apparel business.

Philip Hambach

Adidas

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Reasons to Book Kathy Varol

Kathy shares with keynote attendees her unique four-step process for building a business with purpose which she calls the Brand Purpose Model. These strategies cannot be learned anywhere else, and are proven to be effective.
With a passion for the environment and equity, Kathy can assist your business with creating a purpose that helps boost the brand while also positively contributing to wider society.
Learn from Kathy the seven common mistakes made when creating a brand led by purpose, allowing you to skip straight to the things that work.

Kathy Varol has worked with international businesses such as Microsoft, Adidas, and MillerCoors over the course of her career. This extensive experience at some of the world's biggest brands has given her a unique knowledge of marketing and business strategy, with her word being trusted by clients across the globe. Through her keynotes, Kathy shares her knowledge with attendees; allowing them to bypass all of the lessons and take their business straight toward strategies that are proven to work. With a focus on equity and inclusion, Kathy is passionate about building brands that demonstrate a clear purpose.

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Keynotes

KEYNOTE BY SPEAKER KATHY VAROL: How to harness the superpower of diversity - To create an innovative culture

In this keynote, Kathy will reveal how business leaders can harness the superpower of their diverse workforce to create an innovative culture.

The audience will learn:

How Adidas leveraged the entire North American team to innovate a turnaround for their running business.

The most common unintentional barriers to collaboration and creativity (and how you can remove them).

The two reasons why most modern workplaces stifle cognitive diversity and undermine creativity.

How to promote sharing of unique viewpoints and avoid groupthink.

Why the trickiest problems are often solved by outsiders to the field.

This Keynote Is Perfect For Leaders And Companies:

Struggling to foster collaboration across company silos and departments.

Running into groupthink and “yes men” cultural conformity.

Using the old playbook year after year, and no longer getting the same ROI.

Know they could do more to cultivate a culture where their talented and diverse employees can shine.

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KEYNOTE BY SPEAKER KATHY VAROL: Drive profit with purpose - Become Remarkable & Accelerate growth

In the Drive Profit with Purpose keynote, Kathy will reveal her 4-step Brand Purpose Model to engage your organization, inspire innovation, and win the hearts of your consumers

The audience will learn:

7 common mistakes in creating a purpose-led organization.

Why a corporate social responsibility department won't get you the impact or the credit you want.

How to get the best talent knocking on your door and have the most engaged employees.

Why doing good is the magic bullet to get the most powerful form of advertising.

It's Perfect For Leaders And Companies:

Competing in a crowded market.

Creating differentiation through marketing, ingredients and/or process.

Struggling with a talent shortage, high turnover, and/or high employee disengagement.

Looking to accelerate growth and increase ROI (in a sustainable way).

Ready to unlock the innovative brainpower of their employees.

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KEYNOTE BY SPEAKER KATHY VAROL: Unlock exponential results by Nurturing Purpose, People and Culture

This keynote combines elements from Kathy’s two most popular keynotes - Drive Profit with Purpose and Cultivating an Innovative Culture. Through captivating business stories, Kathy will share how to nurture the business inputs that matter most to achieve exponential business results year after year.

The audience will learn:

How to tap into purpose as the jet fuel to propel you beyond your current trajectory.

How the world's most loved companies use purpose to cultivate enviable consumer loyalty (and how you can too).

Ways to innovate your talent pipeline and increase diversity.

The secret to creating a culture of collaboration, innovation, and continuous improvement.

This Keynote Is Perfect For Leaders And Companies:

That have been focused on the outputs - hitting those quarterly numbers - but are struggling to get there consistently.

That keep doing the same thing, but the playbook is no longer working.

Competing in an increasingly crowded market and struggling to stand out.

Experiencing high turnover, and/or high employee disengagement.

Struggling to foster collaboration across company silos and departments.

Running into groupthink and “yes men” cultural conformity.

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KEYNOTE BY SPEAKER KATHY VAROL: Creating an effective ESG Strategy: from zero to execution

As ESG becomes an expected way of operating—from customers, employees, financial institutions, and regulatory bodies— business leaders don’t want to get left behind.

Kathy helps businesses create an effective ESG strategy that moves beyond a feel-good exercise and drives real change across the metrics that matter to their business. In this keynote, through captivating stories and real-world business examples, Kathy will reveal a step-by-step process that will help your company set the ESG gold standard for your industry.
The audience will learn:

Kathy’s 4-step process that will take your company from zero to ESG strategy, process, and reporting.

Why an effective ESG strategy can help your company become a trusted leader in your industry.

How to determine which ESG topics (and metrics) are the right ones for your business.

How to establish a symbiotic relationship between your ESG strategy and a business-integrated purpose.

The secret to achieving seemingly impossible ESG moonshots.

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Customer Reviews

Philip Hambach Adidas

If you're in need of a consultant to help you with your sustainability efforts, Kathy is a wonderful person to partner with. I worked with Kathy on Coors Light, one of the largest brands in the United States, where she led the creation of the “Coors Recycles” program. Kathy linked the legacy of the brand with current consumer sentiment around recycling. <br>The program was a massive success and significantly enhanced the brand's image with consumers and retailers, while also leaving a lasting impact by supporting recycling initiatives across the country.

Dan Hennessy Coors light

Kathy instinctively knew that the strongest way forward for the brand was through cause marketing. She believed that for '64' to mean more to consumers, it would have to do more not just say more via advertising. This was novel in the beer industry. There’s an art to building a successful cause marketing campaign that takes the combination of special insight into the human element and the realities of activation in the business world.<br>Kathy enabled the brand to act with purpose and gave it a chance to connect on a higher emotional level than it ever had before.

Brendan Noonan MGD 64

Kathy has the extraordinary ability to translate complex data points into accessible, transformative storytelling. Her passion, presence and ability to bring the audience along on the journey has helped steer many in pursuit of Purpose, from senior executives to grassroots community leaders. Motivator, thought leader and impactful strategist - Kathy has the ability to accelerate purpose missions effortlessly.

Ayesha Martin Adidas

Kathy's passion and strategic approach to Purpose connect the aspirational to the practical. She is engaging, energetic and makes you want to take action.

Emmy Negrin Discord

Kathy is a force for change. An inspiring speaker that energized us to aim higher, while sharing the tools to implement change. Kathy is a natural connector of people, and infectiously optimistic in the power of innovation to create the future.

Alexa Andersen Lululemon

Kathy Varol

Kathy Varol encourages clients to use ESG and purpose to stand out

It's no secret that we're firmly entering a more progressive world, with consumers more concerned about the ethics behind the brands they buy from than ever before. Kathy Varol has worked with Adidas to create their global purpose strategy, taking in all of the positive things that the company does for people around the world and the planet itself. It's through trial and error at companies such as Adidas and Microsoft that Kathy has established what does and doesn't work, allowing her to benefit other businesses with her knowledge and skip straight to the strategies that succeed.

Kathy has learned that outdated social responsibility models no longer work in the modern age, with businesses needing to be more ethically minded than ever before and sustainability being a core requirement for a successful brand.

She assisted Adidas with creating a holistic sustainability strategy along with developing social equity platforms. With a particular passion for the environment, it was Kathy Varol who helped Adidas with creating a legion of loyal brand advocates by inviting them to join the plastic waste movement; benefiting the planet as well as consumer perceptions of the famous brand. Social equality issues such as increasing worldwide access to girls sports has also been at the forefront of Kathy's vision during her time helping Adidas.