Tune in to Time for A Reset
“There’s a movable middle that you could potentially move to your brand and make them more loyal.” – Mario Mijares, VP of Marketing, Loyalty, and Monetization at 7-Eleven
The latest episode of Time for a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy and hosted by Fiona Davis, is live!
Fiona Davis steps chats with Mario Mijares, VP of Marketing, Loyalty, and Monetization at 7-Eleven, about how 7-Eleven is turning convenience retail into a hub for experimentation, innovation, and growth.
Mario shares how the brand is bridging physical retail with digital precision using tools like the BrainFreeze Collective, cShopper analytics, and an AI-powered in-store radio network reaching 250 million listeners per month. He explains why convenience stores offer an unmatched opportunity for CPG brands to test, iterate, and scale new products, especially for Gen Z audiences.
He also introduces the “Movable Middle” targeting framework, explains how breaking down silos unlocks faster collaboration, and highlights how transparency and shared problem-solving are shaping the future of commerce media.
What You’ll Learn:
- How Seven-Eleven’s integrated toolkit helps brands test, launch, and optimize new products with minimal risk
- Why in-store audio advertising is becoming the largest radio network in the US with 250 million monthly listeners
- The “Movable Middle” principle for identifying and targeting customers most likely to switch brands
- How AI-powered voice technology enables dynamic, localized audio creative at scale
- Why convenience stores are the ideal testing ground for CPG innovation and reaching Gen Z consumers
- The power of combining observed behaviors with declared preferences for more accurate customer insights
- How breaking down organizational silos between analytics, marketing, and research teams drives better results
- Why transparency and partnership between retailers and brands leads to more successful retail media programs
Mario Mijares is the VP of Marketing, Loyalty, and Monetization Platforms at 7-Eleven, where he leads innovative efforts across in-store media, shopper marketing, loyalty programs, customer analytics, personalization, CRM, and data monetization. With over 25 years of retail and FMCG experience, including roles at AT Kearney, Coles Group, and Southeastern Grocers, Mijares has pioneered the development of comprehensive customer data tools and analytics platforms that revolutionize the convenience store shopping experience. At 7-Eleven, he has built an integrated suite of tools, including cShopper analytics, the BrainFreeze Collective research panel, and an AI-powered in-store radio network reaching 250 million monthly listeners. His work in transforming 7-Eleven into “the fastest, easiest, cheapest, least risky place to innovate” for CPG brands demonstrates his expertise in leveraging data-driven insights to drive retail innovation and customer engagement.
