VP Marketing, Panera Bread
Scott Nelson is the Vice President of Marketing for Panera Bread, where he is leading the 100% Clean Food crusade, disrupting the food system, and inspiring food culture at one of America’s most beloved and notorious brands. He leads all aspects of brand marketing including brand communications, digital, social media, in-café POP, brand design, partnerships, influencer, and product test marketing. During his time at Panera, Scott has launched category-defining platforms including “Behind the Counter” and Emmy-Nominated “Food Interrupted”, while also guiding a broader communications architecture for a brand that was acknowledged as a 2017 Ad Age Marketer of the Year. Scott is also responsible for the evolution and development of the brand’s overall voice, design and purpose-driven work, while also driving overall brand marketing innovation.
Scott is an entrepreneur and crossover, innovative marketer with more than 18 years of experience leading marketing and advertising across technology, world- class lifestyle brands and numerous consumer startups. Before joining Panera, Scott was the Head of North America at Viber, one of the World’s Top 10 Most Downloaded apps of all time and fastest growing mobile messaging app platforms with over 900 million global users, where he managed all aspects of operations and marketing. Under his leadership in 2015-16, the brand nearly doubled in user size, increased daily active users/monthly active users respectively, launched its first ever brand platform, increased digital engagement 70%, and led revenue growth for the company’s #1 revenue generating market globally.
Prior to Viber, Scott founded and advised various companies including: Cubiq.me, an on-demand storage concierge service; HipDaddy.com, a popular online destination for Today’s Modern Dad; Ourstage.com, a web/mobile based community offering free music streaming; and Maverick, a brand consultancy firm that advised clients such as KEDS, Sperry and MIT start-up, edX.
Scott also spent five years at Converse where he helped pioneer an award winning creative and pop culture leading lifestyle brand. As the Global Director of Brand Communications, he was responsible for the brand’s global advertising and led marketing efforts for music and entertainment related initiatives. Chosen as Marketer of the Year by AdWeek in 2010, Converse’s award winning initiatives include its Three Artists One Song series, Spark, Connectivity and Domaination campaigns- the latter both winners of 2009 EFFIES.
Scott’s previous experience also includes various roles at top advertising agencies including TBWA Chiat Day and Modernista!, where he managed advertising for some of the world’s most noteworthy brands including adidas, Anheuser Busch, Disney, and Fox Sports, among other businesses.