Since its creation a decade ago as a grocery delivery service, Instacart has evolved and expanded to become the leading grocery technology company in North America, working with grocers and retailers to transform how millions of people shop. From its first-ever integrated brand campaign to the development of its in-house media and creative teams, the company is on a mission to transform its perception from a utility for fast grocery deliveries to an inspirational, grocery+ brand backed by long-standing affinity.

Laura Jones, newly appointed Chief Marketing Officer, of Instacart joins Adweek to share her journey of expanding the brand's offerings through inspiring product experiences, how investing in a brand identity refresh can increase the longevity of existing consumers while reaching newer and younger ones, and how brands can scale in-house capabilities to become full-funnel marketing organizations.