{"id":5761,"date":"2023-10-24T14:45:24","date_gmt":"2023-10-24T18:45:24","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2023\/10\/24\/ryan-healey-vp-of-brand-marketing-momofuku\/"},"modified":"2026-05-07T12:01:07","modified_gmt":"2026-05-07T16:01:07","slug":"ryan-healey-vp-of-brand-marketing-momofuku","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/ryan-healey-vp-of-brand-marketing-momofuku\/5761\/","title":{"rendered":"Ryan Healey, VP of Brand &#038; Marketing, Momofuku"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Ryan Healey is VP of Brand &#038; Marketing at Momofuku. He oversees marketing, communications, and design for both divisions of Momofuku: Momofuku restaurants and Momofuku Goods, the CPG arm of Momofuku. Ryan has spent the last six years at Momofuku; he started in 2017 and has held his current since 2019. Previously, Ryan was an editor of Lucky Peach \u2014 Momofuku\u2019s food magazine \u2014 and worked at Sweetgreen. Ryan lives in New York City.<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: Tell us a little about your approach to marketing.<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Food is so personal \u2014 we\u2019re asking our consumers to make our goods part of their pantries, their lives, and their traditions \u2014 so we spend so much time creating offerings that are in line with our culinary standards. With that strong foundation, marketing our products isn\u2019t so complicated. My job is to tell the stories of the offerings in compelling ways, providing context about their creation and showing our customers how to make them part of their daily lives.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: How has your marketing changed over the past few years?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Having worked for so long on Momofuku\u2019s restaurant business, I\u2019ve seen an enormous amount of change in the last couple of years, especially since the pandemic. Our CPG business, Momofuku Goods, really took off in 2020. When people couldn\u2019t experience Momofuku flavors at our restaurants, we brought the flavors to their homes, and created a community of fans around the country.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We were lucky to have a strong connection with our customers already in place through organic social, and we were able to layer other growth channels \u2014 email, SMS and even private Facebook groups \u2014 on top of that to build an omnichannel Momofuku universe.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: In 2023, marketers have more channels to utilize than ever, from shoppable social to CTV to the traditional. Which channels are you using? Where are you seeing the most success?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We keep our marketing mix fairly simple: strong organic social, thoughtful emails and SMS that add value to our customers\u2019 lives, as well as the usual Meta and Google ads.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we scale those paid channels, however, we\u2019ve been very focused on building a strong community from the bottom up.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Over the past year, we\u2019ve had 15,000 people join a private Facebook group centered around our products \u2014 people sharing recipes, asking questions and connecting with each other over food, just like they do at our restaurants. It\u2019s been amazing to see the community these folks have built and how creative they are when using our products. It even inspires our business decisions, which is incredibly helpful.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: What challenges do you anticipate facing in 2024? How do you plan on meeting those challenges?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I have a fair amount of \u201crational paranoia\u201d when it comes to my job\u2014I never want to think that past success guarantees that we will be successful in the future.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">To that point, we\u2019re excited to bring our brand to more people in more places, but I\u2019m aware of the awareness challenges that come with such expansion.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That said, as we\u2019ve moved further from our core demographic, I\u2019ve been heartened to see that our products still resonate with folks even if they haven\u2019t been to a Momofuku restaurant. We plan to keep focusing on why we believe in our products and showing our customers that, even if they\u2019re not immediately familiar with our flavors, they\u2019ll love them when they try them.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Q: What is something you\u2019ve learned in your career that you would like to share with young SMB marketers entering the industry?<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I never set out to work in marketing. My first job was an editor at a food magazine. I learned so much about the power of telling compelling stories and the need to understand what\u2019s going to resonate with your reader. Put yourself in their position: would you want to read this story? What would keep you hooked?<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Those lessons inform how I think now. It\u2019s easy to get caught up in what you want to communicate about a product, but if it\u2019s not resonating with the consumer, it\u2019s not going to work.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ryan Healey is VP of Brand &#038; Marketing at Momofuku. He oversees marketing, communications, and design for both divisions of Momofuku: Momofuku restaurants and Momofuku Goods, the CPG arm of Momofuku.<\/p>\n","protected":false},"author":7,"featured_media":5762,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[9],"topics":[2],"class_list":["post-5761","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-smb","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Ryan Healey, VP of Brand &amp; Marketing, Momofuku | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/ryan-healey-vp-of-brand-marketing-momofuku\/5761\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ryan Healey, VP of Brand &amp; Marketing, Momofuku\" \/>\n<meta property=\"og:description\" content=\"Ryan Healey is VP of Brand &amp; Marketing at Momofuku. He oversees marketing, communications, and design for both divisions of Momofuku: Momofuku restaurants and Momofuku Goods, the CPG arm of Momofuku.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/ryan-healey-vp-of-brand-marketing-momofuku\/5761\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-24T18:45:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-07T16:01:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2023\/10\/169ryanh.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ryan-healey-vp-of-brand-marketing-momofuku\\\/5761\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/ryan-healey-vp-of-brand-marketing-momofuku\\\/5761\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Ryan Healey, VP of Brand &#038; 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