MU Speaker Spotlight: Josie Fox of Tito's Vodka

March 21, 2016 McKenzie Gregory


Meet Josie Fox.

She’s the content coordinator for Tito's Handmade Vodka. When we got to know Josie after Tito's became an Emma customer, we knew we had to get her on stage at Marketing United 2016.  Tito's has a fascinating brand story, and after reading this quick interview with Josie, you'll see why we're so excited to have her tell us all about it.


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1. A marketing gig for a fun, small-batch distillery like Tito’s is pretty much a dream job for a lot of folks. What’s the best part about the work you get to do?

This is a pretty special brand – the vodka itself is delicious, the true story of how it came to be is pure marketing gold, our team is more like a family, and our fans are the best in the world. My gig is, essentially, to write about it, talk about it, and make it look good, so I feel pretty lucky.

All of those good things aside, the best thing about working for Tito’s Handmade Vodka is the reaction I get when somebody finds out that I work for Tito’s Handmade Vodka. The passion for this brand blows me away! Everyone has a Tito’s story to share – how or where they discovered it, the best way to drink it, that time they met Tito at a festival (or in the grocery store), how they name their pets “Tito”... it’s so much fun to see folks light up when they talk about how much they love it. I always try to keep some swag with me – a few stickers, bandanas, and some sunglasses – just so I can give a little something back. That is, if I’m not in place where I can buy them a drink!



2. What’s been the biggest marketing challenge for your team as Tito’s gets more and more successful and continues to grow?

Bandwidth. We are still a very small, scrappy team, with each person balancing responsibilities that would usually be separate roles, or even departments, in a traditional agency or client-side structure. As brand awareness and marketing opportunities continue to grow, we’re constantly making tough choices about what we can realistically take on, not to mention what will best fit with the brand. These are really great challenges to have!



3. Word-of-mouth was a huge factor in Tito’s initial rise to success – how do those brand advocates and super fans fit into your marketing strategy today?

Fans are, and always have been, at the forefront of our marketing efforts. We wouldn’t be where we are today without their ceaseless support!

Before exploring new marketing territory – placing a print ad in a new publication, a foray into promoted social posts, activating at an event, partnering with an animal welfare organization – we stop and ask ourselves: How does this affect our fans and supporters? Will they embrace this decision, and think, “…of course Tito’s is doing this new thing! Awesome!” Or, will it push them away? We realize that we can’t make everyone happy all of the time, but we like to try.



4. And most importantly: What’s your favorite way to drink Tito’s Handmade Vodka?

I appreciate a well-balanced cocktail crafted by an expert, but left to my own devices, I’m a purist when it comes to Tito’s Handmade Vodka; I prefer it on the rocks with lemon, mixed with Topo Chico, or in a martini, very dry and a little dirty.




About the Author

McKenzie Gregory

McKenzie Gregory is a content writer on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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