A singular goal—building a brand that resonates deeply with its customers while maintaining a pioneering approach to digital marketing—has been the driving force behind Bryan Leeper’s impressive career journey. As the Chief Marketing Officer (CMO) of WannaCinn, a company that has swiftly captured attention with its mouth-watering cinnamon rolls, Bryan combines creativity, data-driven insights, and visionary leadership to shape the brand’s success. His focus on personalization and technological innovation not only sets WannaCinn apart but also aligns with the evolving dynamics of the modern marketing sector.
Crafting a Dynamic Marketing Path
Bryan’s career began at Sorenson Communications, a telecommunications company that serves the deaf and hard-of-hearing community. His early roles there, particularly in event management and social media, laid the foundation for his understanding of audience engagement. “What excited me the most,” he reflects, “was the process—starting with vision and strategy, and then executing initiatives that really connected with people.” His work in social media at Sorenson had a profound impact, as he led efforts that grew their Facebook presence from 40,000 to over 100,000 followers, with an annual reach of more than 12 million people.
Bryan’s ability to create and execute compelling digital strategies was a turning point. This achievement not only amplified Sorenson’s brand visibility but also deepened his passion for the analytical side of marketing. Metrics, Bryan says, “tell a story—they show whether our audience resonates with our message.”
From Telecommunications to Cinnamon Rolls
Transitioning from telecommunications to the food industry was a bold move, but Bryan saw it as a natural next step. WannaCinn, with its focus on high-quality cinnamon rolls and personalized customer experiences, presented the perfect opportunity for him to apply his extensive marketing knowledge. “I was brought in at a pivotal moment,” he recalls, “when WannaCinn was just opening its first store. My role was to drive brand awareness and help the company penetrate the market.”
The leap into the food industry was an exciting challenge for Bryan, and it allowed him to combine his passion for marketing with a product he genuinely believed in. His role as CMO at WannaCinn involves more than just selling cinnamon rolls—it’s about creating a brand that people feel connected to. “Our goal isn’t just to sell a product,” he emphasizes. “We want to create an experience, something that resonates with people on a deeper level.” His approach to marketing at WannaCinn is rooted in personalization and understanding customer behavior, much like the strategies he successfully deployed in his previous roles.
Leadership that Transforms and Inspires
As a leader, Bryan has developed a unique style that blends autocratic, democratic, transformational, and visionary elements. His leadership philosophy is one of adaptability. “There’s no one-size-fits-all approach,” he explains. “Sometimes quick, decisive action is needed, while other times, collaboration and creativity are key.” He inspires his team by fostering an environment of mentorship and support, encouraging open communication and recognizing accomplishments along the way.
At WannaCinn, Bryan’s leadership style has created a culture that thrives on innovation and customer-centricity. His weekly “wins” sessions celebrate team successes, and his one-on-one mentorship hours ensure that each team member feels valued and motivated. This balance of structure and creativity is key to his approach. “Over-communication is crucial,” he says. “When everyone is aligned and clear on expectations, it creates an environment where people can thrive.”
A Vision for the Future
“We’re entering an era where video content, especially short-form videos, will dominate social media platforms,” he notes. Bryan also sees artificial intelligence (AI) as a game-changer. “AI offers unprecedented opportunities for personalization,” he says. “It allows us to create highly targeted campaigns based on individual customer preferences, past purchases, and browsing behavior.”
This forward-thinking approach positions WannaCinn to craft personalized customer journeys. “For example, a mom might buy our cinnamon rolls for a family gathering, so we could tailor offers around birthdays or special occasions,” Bryan explains. “Corporate clients might receive marketing that aligns with their business events or needs for gifts.”
The goal, he says, is to build long-lasting relationships, “It’s not just about driving sales—it’s about creating meaningful interactions that strengthen our connection with our customers.”
Innovating with a Purpose
One of the most successful campaigns Bryan led at WannaCinn was the launch of the Holiday Box. This special offering featured unique holiday-themed cinnamon roll flavors and became a hit during the festive season. “The Holiday Box wasn’t just a product—it was a thoughtful gift that brought people together,” he says. The campaign tapped into the spirit of the holidays, encouraging customers to share the joy of “Cinning” with family and friends.
The success of the Holiday Box didn’t just boost WannaCinn’s sales; it strengthened the brand’s connection with its audience. Businesses also embraced the product, choosing it as a premium gift for their clients and employees. This campaign exemplifies Bryan’s ability to craft experiences that go beyond transactional marketing. “It’s about creating something that resonates,” he says, “something that customers remember and want to share.”
Facing Challenges with Innovation
Bryan is acutely aware of the challenges, from content saturation to the constant evolution of digital tools. However, he also sees these challenges as opportunities. “The biggest challenge is standing out in a crowded digital space,” he admits. “But it’s also an exciting opportunity to get creative and develop strategies that cut through the noise.”
Bryan’s approach to overcoming these challenges is rooted in innovation and agility. “We focus on creating distinctive, engaging content that delivers memorable experiences,” he explains. “And with advances in AI and automation, we’re able to optimize our strategies in real-time, creating more personalized customer experiences.”
The Path Forward
Looking ahead, Bryan has ambitious plans for WannaCinn. The company, which is just two years old, has already made a significant impact with its local expansion in Utah, and Bryan envisions even more growth in the near future. “In 2025, we’ll have opened our fourth store,” he shares. “But beyond that, we’re planning to take WannaCinn beyond Utah. Our brand already has a strong foundation, and we’re excited to bring our unique experience to customers in other states.”
Bryan’s focus is on continuing to build a strong brand identity while scaling the company. “It’s about staying true to our values while embracing new technologies and strategies,” he says. “We want to keep deepening our connection with the local community while laying the groundwork for national recognition.”
A CMO of the Future
Bryan believes that the role of the CMO is evolving, particularly as digital platforms become more central to marketing strategies. “Today’s CMOs need to master data and technology,” he observes. “It’s not just about creativity anymore—it’s about leveraging AI and analytics to create personalized campaigns and lead cross-functional efforts.”
With a singular goal guiding his efforts, Bryan is not only shaping the future of WannaCinn but also redefining what it means to lead in the digital age. His commitment to building meaningful customer connections, paired with his passion for innovation, makes him a CMO to watch as he continues to elevate WannaCinn’s brand and expand its reach.