4Ps in a Pod
Trying to break into a Marketing career is tough. It’s a mix of awkward networking circles, unnoticed LinkedIn requests, and a sea of stereotypes (no, marketing is not just advertising!).
To get a real look into the world of Marketing and the people who are shaping it - listen to 4Ps in a Pod. In every episode, Jeevs & JP (two CPG marketers) have a chat with a Canadian marketer from a different industry, company, and point in their career. Together, we’ll hear their coming-of-age story, get an unfiltered look at what they do, and gain valuable advice on how to carve out a successful Marketing career.
This podcast is a must-listen for students looking for their first Marketing gig, seasoned vets looking for a change, and everyone in between.
4Ps in a Pod
#19: "Sometimes You Just Have To Say Yes" | Jonelle Ricketts (IKEA)
🛋️ 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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