Refusing to Become Irrelevant: Victoria Lozano on her Crayola Journey

Surely a legacy brand like Crayola has done all it could to grow, right? Wrong. In this episode of the Marketing Vanguard podcast, recorded live at Brandweek in Atlanta in November 2025, Victoria Lozano, former CMO of Crayola, proves that the growth work of even the most iconic brands can and should never stop. From how nostalgia can be leveraged to the advantage of expanding into unexpected categories, this conversation covers it all. 

Victoria Lozano, former Chief Marketing Officer of Crayola, is renowned for her expertise in brand strategy, category expansion and omnichannel marketing across iconic consumer brands. With a career spanning Fortune 500 CPG companies including HBC, beverages and confectionery, she has built a diverse track record in product innovation, location-based entertainment, and educational strategy. Her work at Crayola demonstrates how legacy brands can evolve, redefine brand categories, unlock new consumer segments and build enduring marketing strategies that transcend traditional product boundaries, all while maintaining emotional resonance. 

What You'll Learn:

• How to merge nostalgia with future-forward relevance
• Why a CMO's role with high-awareness brands requires category expansion
• The framework for segmented messaging across stakeholder groups
• How to unlock hidden revenue streams in plain sight, like recognizing that 57% of Crayola purchases are made by adults without children
• The power of branded sensory identity as a defensible competitive advantage
• Why ecosystem thinking matters more than individual business unit performance

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