Last Crumb Hires Former Chameleon Cold-Brew, Nestlé Strategist to Lead Marketing
Direct-to-consumer, ultra-premium cookie brand Last Crumb has brought a new baker on board to shape the long-term vision for its brand.
Rachel Kusin, a former senior brand manager for Chameleon Cold Brew and Nestlé Coffee Partners, was announced as Last Crumb’s marketing director earlier this week, where she will be tasked with utilizing an omni-channel marketing approach to help generate more buzz and establish a lasting brand identity for the luxury cookie brand.
“Last Crumb is defining and leading a new category for luxury cookies, similar to how Chameleon helped establish the cold brew coffee category,” said Kusin. “Rather than follow the classic playbook, the key to my success thus far is staying focused on the consumer, continuing to innovate, and creating unexpected moments that deliver on the brand promise every time – all of which I am excited to bring to the table for Last Crumb.”
The new hire comes only a month after the brand closed a $3 million seed funding round which it said would go toward expanding its marketing and R&D efforts as it looks to its next growth phase. CEO Matt Jung has also stated that the brand will look to enter brick and mortar retail as well as look to launch more limited edition and holiday packs. According to Kusin, Last Crumb has seen significant wins online as well, gaining organic traction with celebrities including Kim Kardashian and Chrissy Teigen.
Kusin arrives at the cookie company after seven years in the coffee space and with nearly a decade of marketing experience under her belt. In her new role, Kusin will serve as the team’s first marketing director and will report to Jung.
“I joined Chameleon Cold-Brew in the early days and – with a small team – naturally [I] wore multiple hats,” said Kusin. “My time at Chameleon taught me to be nimble, lead with creativity, and always keep a consumer-first mindset. My start-up mentality, coupled with working on some of the world’s most iconic brands at Nestlé, makes me uniquely positioned to take Last Crumb to new heights.”
Those experiences, which include overseeing innovation for Starbucks Out-of-Home portfolio and facilitating the e-commerce growth of Nestlé’s coffee division, will inform Kusin’s approach with Last Crumb as the brand looks to “create buzz-worthy moments while aligning the long-term vision for the brand.”
“There is no question that Last Crumb has skyrocketed within the luxury goods market over the last year with its drop model and Michelin-star quality cookies,” said Kusin. “It is an exciting space to watch, and Last Crumb’s uniqueness as a brand really shines through with its handcrafted cookies delivered in an experiential, luxe box. When combined with my love of cookies, joining Last Crumb was a no-brainer.”
