8: CMO Wendy Hauteman On VSP’s Purpose After 65 Years In Business

Wendy Hauteman became the Chief Marketing Officer at VSP Global, a legacy eyecare and eyewear company, in 2019. And following the company’s 65th anniversary, she decided it was time to craft a purpose statement, not as a marketing initiative, but as a way to set the company up for future growth in an increasingly competitive industry. Wendy and I worked together to bring purpose to life at VSP. Listen to our conversation to find out how she got buy-in from all levels of leadership and brought employees along during the process, how VSP has kept purpose alive through a network of internal ambassadors, and how purpose has come into play at VSP in terms of innovation, responding to COVID and more.