Into the Mind of Manscaped

Welcome back to The Friday Fortune! With the year winding down and the countdown to holiday parties and New Year’s resolutions in full swing, we’re all riding that “I’ll deal with it in January” energy. Take a break from pretending to work while secretly browsing gift guides—this is your moment of productive procrastination.

Each week, we bring you fresh insights from top CMOs, marketing legends, and bold strategists to keep you inspired—even as the holiday playlist loops endlessly in the background.

From standout brand campaigns to actionable end-of-year marketing tips, we’re here to make sure you close out 2024 on a high note—and yes, we’ll keep it fun because good humor pairs well with even better results.

Here’s what’s on deck this week:

• A sit-down with Manscaped CMO, Marcelo Kertesz

• The Duolingo x Netflix collab that’s making waves

• This hilarious, but painfully true meme (credit Daniel Murray)

📈 Marketer of the Week

IIf there’s anyone who’s redefined what it means to be a modern CMO, it’s Marcelo Kertesz, the Chief Marketing Officer of Manscaped. With a career that spans political campaigns, global ad agencies, and entrepreneurial ventures, Marcelo’s approach to marketing is as bold as the brand he now leads.

Marcelo’s journey began in the bustling creative world of São Paulo, Brazil, where his father, a politician, left an indelible impression. Marcelo recalled,

"I have very strong memories of my dad’s second campaign. That was the first time I got impacted by visual works—posters, t-shirts, bumper stickers, all these branding elements. That’s when I was bit by the bug."

Starting his career as an art director at Lu Lara and later at DM9 DDB, Marcelo worked on groundbreaking campaigns for brands like Budweiser, Old Spice, and P&G. However, his transition into political marketing was where he sharpened his strategic edge.

Marcelo explained, “in the political world, if you don’t get 50% plus one, it’s as good as none. It takes the game to a different level—the intensity, the reaction cycles, and the need for strategic consistency are unmatched.”

In 2020, Marcelo joined Manscaped as SVP of Content and Brand Design, and in 2022, he became CMO. He saw an opportunity to elevate the brand’s creative and strategic vision, blending boldness with a deep understanding of the brand’s irreverent tone.

“Out of necessity, because we needed to talk about balls, humor was the best way to break the ice and have honest conversations with our consumers,” he said.

From packaging that turns heads to partnerships that surprise and delight, Manscaped’s marketing thrives on connecting with consumers in authentic, memorable ways.

Campaigns like their collaboration with OpenFortune showcase this perfectly. By putting humorous, attention-grabbing messages on the backs of fortune cookies—like “The tree stands taller when the hedges are trimmed”—Manscaped sparked memorable conversations at dinner tables across the country.

Marcelo’s Advice:

“Stay curious. I think professionally it helps me a ton. You can learn anything if you put your heart and mind into it.”

For Marcelo, curiosity isn’t just a mindset—it’s a driving force behind his success. His career is a testament to the power of continuous learning and adaptability. From transitioning into political marketing to taking on leadership roles in creative strategy, Marcelo has embraced the unknown, turning new challenges into opportunities for growth.

To learn more about how Marcelo and Manscaped combine strategy, creativity, and humor to push boundaries in marketing, tune into the full episode of CMO Weekly.

🥠 The Cookie Jar

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

• The most unexpected influencer successes of 2024. The quote “the most entertaining outcome is the most likely” has never been more true.
  

• Duolingo and Netflix link up for ‘Squid Games’ collab. Duo the owl is everywhere. The two partnered up for a campaign encouraging consumers to learn Korean in advance of the release of season two of “Squid Game”
  

• 10 banger ads to get your creative juices flowing. This guy really doesn’t miss.
  

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team