Geoff Tanner is a passionate believer in the power of breakthrough creative. That philosophy and his passion for music lead to some of the most iconic campaigns of the past 10 years. Geoff oversees the consumer and customer experience across the commercial funnel. He has a unique perspective on the blending of sales and marketing that helped JM Smucker transform from having a “sleepy” brand portfolio to being named on Fast Company‘s list of the World’s Most Innovative Companies. In this episode, Alan and Geoff discuss the key elements JM Smucker targeted to transform the brand portfolio, marketing strategy, and operating model. Geoff tells us what “The Power of One” is, the importance of household penetration and reach, and how improved metrics will impact the future of marketing and creative  In this episode, you'll learn: How diverse the JM Smucker portfolio is and the impact of multiple acquisition How to maintain relevance for a brand that is over 100 years oldIssues with ROI and impact measurements, and what the future may look like Key Highlights [01:30] How Geoff is giving back to his community through music[05:22] The path from rugby in New Zealand to the C Suit at JM Smucker[08:15] How the public should think about JM Smucker’s portfolio[09:25] JM Smucker’s transformation and new marketing model [13:15] The key elements Geoff and his team had to change to reach their goals [13:50] What is the “Power of One” and how did it impact their agency search[15:00] Identifying what was most critical to driving the business[16:10] Modernizing Meow Mix [17:45] Ludacris and Jif Peanut Butter [18:50] Facelift for Folgers [20:20] The Byron Sharp and Mark Ritson Influence [22:45] Transforming the “selling machine”[24:30] Markers of growth[27:05] The balance of reach and creative[28:25] Talk about JB Steenkamp[29:15] How getting an internship at Heinze shaped Geoff's perspective[31:25] Give back earlier and know your value[34:15] The fusion between sales and marketing [35:50] Brands Geoff has his eye on[37:05] The threats and opportunities associated with mass media measurement Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Jay Livingston is not only a great CMO, but he is also an active angel investor, executive producer, and founding member of Unite America. No matter what he is doing, storytelling is always the underlying theme.In this episode, Alan and Jay discuss the importance of the CMO vibing with the CEO, why he loves working with “passion brands” that have a good origin story, and the unique benefit of overseeing product, pricing, digital experience, and marketing at Shake Shack. Jay tells us how Shake Shacks is living out its mission to “stand for something good” by being an “instinct-led and data-supported” business that partners with local leaders to maintain authenticity while scaling globally. In this episode, you'll learn: How Jay and Shake Shack weave purpose into everything they doWhat makes the CMO role at Shake Shack so unique How Shake Shack is delivering hospitality through digital channels Key Highlights [01:55] The common thread that connects all of Jay's interest[04:15] Jay’s mid-career sabbatical [06:30] The criteria Jay looked for in his ideal CMO role[08:05] Shake shacks origin story[09:50] How Jay got connected to Shake Shack[11:20] How this CMO role is different than other CMO roles[15:05] How Shake Shake is maintaining its local relevance while scaling globally[16:50] The data function of the culinary side and guest preferences [19:10] Digital efforts - where Shake Shack started and where they are today[22:40] The team behind the CMO[23:25] The career path vs. the career meadow [25:15] Jay's investment thesis[27:25] The importance of curiosity [31:00] Why Jay advises going wide with your interest Resources Mentioned: Jay Livingston Shake Shack Episode 96 with Jay on Marketing Today when he was CMO of Bark Danny Meyer Madison Square Park Randy Garutti, CEO of Shake Shack Brands mentioned: Yeti – Short Films, Liquid Death  Connect with the Guest: https://www.linkedin.com/in/jay-livingston-ba436326/  https://twitter.com/shakeshack  https://www.instagram.com/shakeshack/  https://www.tiktok.com/@shakeshack    Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Greg Dolan has over a decade of experience as a brand marketing executive. He co-founded Keen to give marketers a tool that could “help them make smarter decisions about how to drive their brand forward by using future-focused metrics that are directly tied to financial performance.” In this episode, Alan and Greg discuss how the work Keen is doing impacts marketing performance across the industry, what the data tells us about long help best practices, and why so many companies are working to strengthen first-party data relationships. In this episode, you'll learn: How companies should think about marketing in a downturn or recessionGreg's take on the reach versus targeting debate and what the data tells usThe importance of demonstrating the financial value of a marketing decision  Key Highlights [01:20] Greg's other full-time job[02:50] How Greg became CEO at Keen[04:00] What Keen does [06:50] Why marketers need to look at performance across all channels [10:20] What should marketers be thinking about when operating in a down economy[15:00] Understanding the objective of the brand and how that frames decision making [15:55] What Keen is seeing with reach versus targeting [17:45] The rise of AI and machine learning in creative and marketing decision making[19:50] What the data says about the 60/40 long-term/short-term rule of thumb[22:55] How Keen is helping marketers transition from direct measurement to inference[25:45] Two examples of why you need to consider diversification in measurements[28:15] How persevering through adversity made Greg a better entrepreneur [30:00] The benefits of slowing down [31:15] Why organizations need to shift to a holistic strategic perspective [35:50] Embracing AI technology to win in the long term[36:50] The need of being able to demonstrate the financial value of marketing Resources Mentioned: Greg Dolan Keen Decision Systems Results of maintaining marketing in a downturn Byron Sharp on Marketing Today Binet & Fields, The Long and Short of It (research) Uber Ad Fraud Case covered on Marketing Today with former Uber Executive   Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As a world traveler who loves to learn, Stacey Pool embodies the “growth mindset”. With over twenty years of experience in consumer marketing, she has held a variety of leadership roles across multiple industries and has a strong track record of utilizing guest insights to deliver strong business results.  In this episode, Alan and Stacey discuss the brand refresh she is leading at Noodles & Co. with digital initiatives and data components. Stacy knows it is people that fuel it all and has learned that being a balanced leader requires you to be able to adjust quickly to changing needs. In this episode, you'll learn: The importance of broadening your skill set and being an agile leaderThe way digital and physical engagement intersect How Noodles & Co. is using data to improve both the guest experience and profit margins Key Highlights [03:45] Dow did Stacy end up as CMO at Noodles & Co.[07:00] How lateral moves helped Stacy in her current executive roles[09:00] The importance of agility and cross-training in leadership [10:45] What Stacy learned from her transition to the food industry[13:20] Noodles & Co. overview and differentiators [15:20] The new brand positioning Stacy brought to the company[18:25] The 100-day action plan and how it had to be adjusted[21:00] How Noodles & Co. is approaching the digital transformation [24:00] The data world Noodles is trying to build [26:50] How data storage and usage have evolved[28:25] How Stacy approaches the people side of the business[32:10] The two experiences that shaped who Stacy is as a person[33:50] Why people should give themselves more grace [35:15] The importance of CDP’s for marketers [37:22] The work Stacy is doing with Community First and other brands to watch [40:15] The threat of the unknown and the need to pivot quicklyResources Mentioned: Stacey Pool Noodles & Co. Brand Refresh and positioning – Uncommon Goodness Digital efforts CDP – customer data platform Community First Foundation in Colorado where Stacey is on the board Brands mentioned: Wingstop, Raising Cane’s, Shake Shack, Cava, Kiwi Crate subscription service, Athleta   Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Laura Hutfless operates at the intersection of brands and culture makers. She works with founders who have passion and brands that have a purpose to help them use ad dollars to drive change, understand where their consumers are, and leverage those spaces to change perceptions and earn trust. In this episode, Alan and Laura discuss the difference between creating culture versus chasing culture, integrating versus interrupting, the importance of having a 2-way exchange with consumers, and why marketers need to lean into web3. In this episode, you'll learn: How consumers and pop culture need to guide marketing plansWhy clients come to FlyteVu The importance of building community, not just follower counts Key Highlights [01:40] Becoming a new mom[04:10] Laura’s path to founding FlyteVu[06:30] Why brands need to connect to consumers through pop culture[08:00] Starting with the headline you want to create and work out from there[09:00] Examples of what Flyvu clients are looking for [12:00] What brands should be focused on in regard to culture[15:00] Power of having partners who are aligned with brands values[16:30] How marketing leaders should approach marketing [17:20] Why FlyteVu is moving into web3[18:30] Web3 educational workshop series[20:50] What is Fv Incubator[24:25] Underlying purpose to why Laura launched FlyteVu[27:45] The power of the FlyteVu Fund[30:00] Do you need a big budget to make a big impact?[32:20] A story speaking to the power of imaginative deals [33:55] How a sudden loss impacted Laura’s worldview[38:00] Laura advice to her younger self [39:20] Brands Laura thinks people need to take notice of [41:30] How being encumbered by the process is a threat to marketers Resources Mentioned: Laura Huftless FlyteVu Cracker Barrell first brand to win a Grammy with Dolly Parton Bumble and music festivals with 50-50 representation FlyteVu Web3 --- Web3 Educational Series Starbucks Loyalty and Web3 example The FlyteVu Fund CLEAN Cause and Macklemore Kitty and Vibe (startup in the FlyteVu incubator)  Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Norm Yustin spent the first part of his career as a marketing executive. However, after a particularly impactful recruiting experience and some encouragement from friends and family he made the move into leadership recruitment himself. Norm is widely published on the future of tech-enabled, go-to-market leadership and he brings a unique perspective of developing self-awareness in pursuit of your passion.In this episode, Alan and Norm discuss why CMOs need to be the most dynamic players in the C-suit, the danger of hyper-specialized teams and why risking leadership changes may be the right thing to do, and where the next-gen CMOs are coming from.In this episode, you'll learn: The state of the CMO role todayWhat should job seekers need to know from a recruiter's perspectiveWhat aspiring CMOs should be thinking about in terms of skill developmentKey Highlights [03:30] Norms transition from being an executive to recruiting executives[07:17] How losing out on a job shaped the way Norm thinks about recruitment now[11:05] What does it mean to be a CMO today?[14:00] Evaluating if a job is a right fit for you or if you just covet the role [16:20] Why marketers tend to job hop more frequently [18:30] Psychosomatic look into CMOs[19:40] The obsession with Growth Titles and what it tells us about the state of change[22:00] What to take away from the Trends of engineers turned markers [23:30] Why are 80% of CMOs external hires?[27:40] Wavemaker vs Waveriders[31:40] Norm's thoughts on the CMO to CEO trend[37:05] How traveling shape Norms worldview and leadership style[40:45] Norm's advice to his younger self [43:50] The everchanging quest of understanding consumers [47:00] Positioning yourself as a “Customer-centric tech-enabled leader”Resources Mentioned: Norm Yustin Russell Reynolds Associates Norm at Russell Reynolds and writings Aligning Tech & Digital & Customer Roles post-pandemic (Russell Reynolds)   Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

With a background in journalism and a career in communications, Stephanie McCarty may not be the typical CMO but that is exactly what makes her perfect for the job. She is leading a marketing revolution in homebuilding by reimagining the marketplace and digital shopping experience at Taylor Morrison. In this episode, Alan and Stephanie discuss how to get your entire organization rowing in the same direction by understanding that culture building is the groundwork for success, and why having a consistent compelling message is essential no matter who you are talking to.In this episode, you'll learn: The importance of pushing for innovations in established industries Benefits of building the brand reputation from the inside out rather than trying to shape external opinionsWhy CMOs need to focus on the employee experience as well as the customer experienceKey Highlights [02:00] How experiencing loss at an early age motivates Stephanie today[05:20] The nontraditional path that led Stephanie to the CMO role [16:00] The rapid pace of change in the marketing industry[17:50] Who is Taylor Morrison?[19:30] What marketing and communications look like at Taylor Morrison[25:30] How to stay close to the customer journey    [28:00] Collecting and using data to understand how customers think[33:00] Advice for CMO’s thinking on the employee experience [35:20] What is TMLiving?[38:50] Defining moments in Stephanie’s life [41:00] The power of “radical candor” [42:50] Advice for her younger self[43:20] Focusing on customer effort[44:00] Brands that have nailed the customer experience  [45:45] The opportunity associated with rapid change Resources Mentioned: Stephanie McCarty  Taylor Morrison Recent Growth of Taylor Morrison Chairman and CEO of Taylor Morrison, Sheryl Palmer TMLiving Brands mentioned: Peloton, Southwest, Starbucks, Dutch Bros, Athletic Greens  Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Todd Smith developed a deep respect for brands and brand managers early in his career. After years of working across several different industries, Todd has been CMO at Traeger for the past 3 years where he spends most of his time working with the sales, product, and technology teams to drive innovation in every step of the customer journeyIn this episode, Alan and Todd discuss how no matter what you're selling, it’s all about understanding who are you trying to reach and working to build a connection. Todd is passionate about cultivating a community of advocates and is always trying to adapt and come up with new ways to engage. In this episode, you'll learn: How Traeger is cultivating a community of passionate advocatesThe benefits of leveraging collaborations in product and marketing The importance of valuing relationships Key Highlights [03:30] How Todd became CMO at Traeger[07:00] Marketing across different industries[07:35] How is the role of CMO defined at Traeger[08:20] what is the Traegerhood?[11:20] Marketings role in fostering community[14:45] How Traeger is building a long-lasting customer journey[16:40] Transitioning distribution channels [17:50] Leveraging collaborations in product and marketing [20:00] Product innovation as a growth driver[23:00] The “coaching tree” and how it guides Todds decision making[24:50] The importance of valuing relationships[25:55] Staying up to speed by being close to the consumers[27:00] Companies to watch [29:30] Evolving the way you reach your consumerResources Mentioned: Todd Smith Traeger Prior career stops: Coca-Cola Company, Powerade, Vitamin Water, Exos Traeger Kitchen Live Whistle Pig Whiskey & Traeger Collaboration Patagonia &  Liquid Death  Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Ana Villegas knew early on that she wanted to be a CMO and achieved that goal by staying focused on gaining the skills necessary to do so. As the CMO at NI, she oversaw everything from “brand to demand” including corporate communication, ESG strategy, and ensuring NI’s values manifested in the marketplace.In this episode, Alan and Ana talk about how her experience as a successful female business leader informs the way NI is increasing diversity in their engineering talent, what she is doing to help modernize the company's purpose and impact strategy, and how they are being intentional in shaping the future of the industry. At the time of this recording, Ana was with NI and is now the CMO at AffinipayIn this episode, you'll learn: How Ana is helping to modernize and rebrand an established companyThe three pillars NI has established to drive its corporate impact strategyWays to directly impact the pipeline of talent and improve diversity in technologyKey Highlights [04:20] Ana’s path from being an engineering student in Peru to CMO at NI [09:35] How is the CMO role defined at NI[10:55] Why does NI classify ESG under the marketing umbrella[12:30] The way corporate impact manifests in the marketplace[14:30] The unique position NI is in to shape the future of engineering [18:15] What NI is doing to “change the faces of engineering”[23:15] The important role women play in business leadership[24:50] Practical ways Ana is focusing on diversifying the workforce[26:30] The importance of being mindful of leadership succession plans  [30:00] The impact Ana’s grandmother had on who she is today[33:15] Shifts in marketing towards being more multidimensional [35:00] Which companies are leading efforts to get more women into STEM[37:45] The benefits of being agile in the way we engage customers Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As CMO during a time of hyper-growth and record-breaking acquisitions, John Taylor is constantly evolving AMD’s marketing approach and working to advance the company’s identity. By moving from a “product first” to an “audience first” method, AMD has been able to navigate rapid changes and foster a high level of confidence in the future by directly engaging with customers and being intentional with the culture they are creating. In this episode, Alan and John talk about the importance of building trust and affinity around your brand, why marketers need to directly see how their message lands, and ways to leverage industry partnerships. In this episode, you'll learn: The importance of communicating directly to your most discerning consumersWhat role a CMO plays in the company culture Why AMD decided to create their own Brand PlatformKey Highlights [03:30] John's path to becoming a CMO[07:00] What is driving the ”hyper-growth” at AMD?[09:00] How acquisitions affect marketing strategies[11:20] Evolving marketing efforts as the business grows [12:40] Understanding a complex go-to-market matrix[14:00] Investing in technology to increase and measure the impact[14:50] What makes a good CMO?[16:45] How AMD is approaching marketing today[20:30] Why marketing teams need to lean into PR[23:00] John’s approach to leadership and culture[26:40] What is “Together We Advance”?[31:30] The mentors that shaped John[34:15] Why young people should take on big challenges [35:30] The benefit of delivering the story you're trying to tell in person[37:20] The brand John thinks we should watch[38:00] The importance of sustainable computing[38:55] Balancing the need for data and the ever-changing data landscape  Resources Mentioned: John Taylor AMD AMD Acquires Xilinx AMD continues its growth trajectory Pam Edstrom Dr. Lisa Su Ruth Cotter AMD Environmental Sustainability Microsoft Inclusive Design   Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

DeNora’s experiences as a teenager quickly shaped how she viewed the world and her role in it. With a passion for civic engagement and empowering young people, DeNora found a home at DoSomething.org where she uses social understanding and data to inspire action.In this episode, Alan and DeNora discuss why brands should care about their social impact, how Gen Z is forcing companies to evolve, and the Holy Grail of marketing: how to get people to really buy into what we are promoting.   In this episode, you'll learn: How DoSomething.org is fueling young people to change the worldThe “secret” to getting people to take action The power of being intentional, honest, and centering social goodKey Highlights [01:20] The experience that solidified DeNora’s interstate in civic engagement  [03:50] Denora’s path to becoming CEO of DoSomething.org[10:20] How DoSomething is meeting the moment to transform the future[14:45] What do young people care about today and why[17:35] Young people have evolved beyond being influenced by the simple CTA[22:00] The impact DoSomething is driving by giving them tools [24:15] The power of being intentional, honest, and centering social good[26:00] Why brands should care about their social impact[27:50] How the role of civic engagement has changed with today's workforce[28:30] Centering young people in the dialogue may help us find better solutions[31:40] The formative experiences and people that define DeNora[33:15] What is COVID Clarity?[34:00] DeNora’s advice to her younger self[34:55] Marketers have to evolve to meet the upcoming generations [36:30] Three things companies need to consider to stay relevant[38:20] Which brands are connecting the dots between their brand and consumer's concerns[40:10] Young people are the biggest opportunity AND biggest threat to marketers Resources Mentioned: DeNora Getachew DoSomething.org DoSomething.org Partners DoSomething.org Scholarships Brands of interest: Patagonia, Live Nation, Foot Locker, NBA – No Games on Election Day  Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

The state of diversity, equity, and inclusion has changed rapidly since the pandemic. Thankfully, Celeste Warren is here to help us understand how to navigate it. No matter if you're a C-Suit executive, a middle manager, or an individual employee she takes us through the important steps you can take to become a D&I ambassador and how it impacts the bottom line. In this episode, Alan and Celeste discuss how recent events have changed the way we think about D&I, as well as why having a good grasp on it is vital to connecting with your customers and retaining top talent.   In this episode, you'll learn:  How social and cultural factors shifted the importance and implementation of D&I practices   Ways leaders and employees at every level can enact change  Why understanding D&I is vital to successful marketing campaigns  Key Highlights  [04:10] Celeste’s path to D&I at Merck [10:00] What inspired Celest to write her new book [13:40] The current state of D&I in corporate America [18:15] The importance of C-Suite leaders taking accountability  [20:30] The role of middle management  [25:25] How can individuals be D&I ambassadors [29:15] Three easy steps to become an ambassador [33:35] Why understanding D&I is vital to successful marketing  [38:10] How can organizations do social activism the right way Resources Mentioned:  Celeste Warren  Diversity & Inclusion at Merck  How to Be a Diversity and Inclusion Ambassador: Everyone’s Role in Helping All Feel Accepted, Engaged, and Valued   Follow the podcast:  Listen in iTunes (link: http://apple.co/2dbdAhV)  Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)  Listen in Spotify (Link: http://spoti.fi/2mCUGnC)   Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

James Whitemore joins us with an update on the work and results he's been driving at NetApp since he joined us last on Episode 234. By leveraging data and training his team on how to use their diverse viewpoints in analyzing it, James is reinvigorating a 35-year-old company with a little more swagger  In this episode, Alan and James discuss how the ideas outlined in their last interview have been coming to fruition and the importance of being dynamic in today's marketing landscape. In this episode, you'll learn:   How to be intentional with transformative marketing  Why swagger and confidence matter in decision making  The importance of having synergy with your sales and IT departments Key Highlights  [04:30] The relationship between sales and marketing  [05:45] Update from James' last interview with us (ep. 234) [07:40] Changing brand perceptions [09:10] How brand growth is tied to market growth [11:10] The importance of knowing how to use mar-tech  [11:50] Why synergy with your IT team is critical to marketing efforts [12:45] Measuring impact and re-educating on which metrics matter [15:40] The work needed to measure the revenue impact [17:20] How to parse out and use the success metrics [19:40] Shaping investment models with data [21:15] How to drive transformation  [24:00] The importance of marketing in D&I and vice versa [27:35] Why you need confidence in marketing [28:50] Benefit of B2B’s thinking like B2C’s Resources Mentioned:  NetApp - https://www.netapp.com/   James Whitemore - https://www.linkedin.com/in/jwhitemore/  Episode 235 with James Whitemore on Marketing Today  Career: Cellnet, Storage companies and start-ups, IBM, Sun, SolidFire (acquired by NetApp)  Cloud storage and software systems on Azure, AWS, Google Cloud  Category Entry Points, Physical Availability  NetApp The Cloud Specialists - https://www.youtube.com/watch?v=AYLbio2yUnk   More NetApp marketing examples - https://youtu.be/_JxuU833FSs, https://youtu.be/UceJQHCQpXU   Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

After surviving her battle with cancer, Brittany Driscoll puts a lot of consideration into what really matters to her. That care translates into the customer experience she is creating at Squeeze. She embraces who she is and utilizes the strengths of the team she surrounds herself with to revolutionize what it means to win customer loyalty. In this episode, Alan and Brittany discuss how being your authentic self, investing in relationships and people, and reflecting on how customers feel after they encounter your brand leads to long-lasting success.  In this episode, you'll learn:  The importance of curating the customer experience Tactics to Increase memberships without the hard sell How embracing vulnerability and individualism benefits your business Key Highlights  [04:30] Brittany’s path to entrepreneurship  [11:35] How Squeeze came to be [17:00] The importance of starting with your goals in mind[21:20] What to consider in scaling a business [23:25] Membership experience vs. sales based businesses models [25:20] What roles does marketing play in the customer journey[28:30] How to foster the right culture by embracing vulnerability[33:50] How switching sports in high school prepared Brittany to be a CEO[36:50] Brittany’s advice to her younger self[39:00] Why you need to understand people's personal motivations[40:20] Thinking about what your company is doing beyond what you’re selling[44:20] The biggest opportunity for marketers today Resources Mentioned:  Brittany Driscoll  Squeeze  Tim McGraw, Live Like You Are Dying  The Feel Good Company  Okay Humans  Drybar  Founders of Drybar: Alli Web, Michael Landau, and Cameron Webb  Hot Wheels for Real – Double Loop, Longest jump  Canine Companions for Independence (Squeeze is supporting)    Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Rob Willey started his career working with big brands in the advertising industry and quickly understood that path was not for him. He wanted to work on the company side and build brands. So Rob went to business school and then dove into the world of startups. He put in the work and made his way to the C-Suite before landing where he is now as—Operating Partner at Emil Capital and CMO for Cheribundi.In this episode, Alan and Rob discuss high-growth marketing and producing content rooted in paying attention to your audience rather than trying to simply get their attention. Listen in to also learn more about the role culture plays in marketing.In this episode, you'll learn:Once you identify what makes your product remarkable, you’ve found the root of all your marketing initiativesEstablish who you are as an organization before bringing on another person’s influence and brandNo one wants to watch an ad, weave your brand into storiesKey Highlights[04:43] Rob’s path to CMO[09:30] What are tart cherries and their benefits[21:20] Understanding your competitive differentiation[26:01] Cheribundi’s influencer program[29:54] Establishing your true, best self as a brand[34:41] Content over advertising[39:04] What role culture plays in marketing[45:33] Working at challenger brands[47:49] The past experience that defines Rob[49:24] Advice Rob would give his younger self[50:54] What marketers should be learning more about[52:19] Brands and companies to take notice of[56:15] The biggest opportunity or threat for marketers today Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

The task of revitalizing a 135-year-old brand for today’s market is daunting, but for Avon’s Global CMO Kristof Neirynck, that’s just the challenge he wanted to tackle. Moving from Walgreens Boots Alliance (when we last spoke with him in episode 208), Kristof saw the overwhelming opportunity to bring his keen eye for storytelling and passion for data into a company that has been on the decline. He’s steering the ship in a positive direction for not only consumers but for their unique brand ambassadors as well, their representative “Avon ladies.”In this episode, Alan and Kristof reunite to talk about his new role at Avon, how he’s working to revitalize the brand, and the key innovations being introduced to modernize the storied company. Listen in to hear about how their business structure affects women’s livelihoods, the focus on purpose and giving back, and what Avon is looking for in their marketing talent.In this episode, you'll learn:The purposefulness of the Avon business structureHow Avon is modernizing their selling channelsWhich generation is the highest growing group of Avon representativesKey Highlights[02:29] Kristof’s path to Avon[06:46] The empowerment of women through Avon[08:39] Kristof’s role as Global CMO at Avon[11:15] Avon’s challenge of brand consideration[13:42] Expansion of selling channels for a historic B2B2C brand[15:54] Avon ON app as an innovative selling tool[19:54] Revitalizing and modernizing the brand[24:45] The type of marketing talent that Avon is looking for[27:48] An experience that defines Kristof recapped from episode 208[28:30] What marketers should be learning more about[31:16] Brands and causes we should notice[32:56] The largest opportunity or threat for marketers todayResources Mentioned:Kristof NeirynckAvonAvon Supporting WomenPrior episode 208 on Marketing Today with KristofAllbirds Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Tim Hackbardt’s professional journey has included ventures into consulting, advertising, and even broadcasting, but his path repeatedly brought him back to Del Taco, where he is now CMO. Del Taco is one of many restaurant chains Tim’s worked at, but he says it’s his favorite because the business model offers countless opportunities to increase sales.In this episode, Alan and Tim discuss how he’s working to take a new brand promise and make it the essence of the company’s culture. Listen in to learn how to foster “brand love”, an idea all the most successful organizations can boast.In this episode, you'll learn:How to apply brand promises internally as well as externallySometimes you have to push past a failure and wait until the time is right to try a bold idea againFind opportunities to break out of day-to-day demands and take time to build emotional connections with your customersKey Highlights[02:21] Becoming an accidental marketing genius [11:04] The importance of brand versatility [14:11] The evolution of the QSR marketplace [16:47] How the CMO role is defined at Del Taco [18:52] Applying brand promises internally and externally [24:09] Pushing past prior failures [29:27] The experience that defines Tim [32:50] Advice Tim would give his younger self [34:47] What marketers should be learning more about [36:14] Brands and companies to take notice of [38:53] The biggest opportunity or threat for marketers todayResources Mentioned:Tim HackbardtDel TacoDel Taco launches Epic TortasDel Taco Fresh Flex concept location launchBrands mentioned: Pizza Hut, BJ’s Restaurant, Fosters Freeze, Popeye’s, Arby’s, Carl’s Jr.Brands to watch: Cooper’s Hawk, REI Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Michele Arnese has always had a love for music, but it was only after spending ten years as a management consultant that he was able to found amp, a sonic branding agency, and his passion became his profession. As Global Founder and CEO, Michele expertly weaves sound into some of the most recognizable brands in the world, such as MasterCard and Mercedes-Benz.In this episode, Alan and Michele discuss what branding with sound really is, why it’s so important to the brand experience, and the use of data and insights into the world of sonic branding.In this episode, you'll learn:What sonic branding is and how it’s different from jinglesHow companies like MasterCard and Mercedes-Benz are using sonic brandingWhat amp’s copyrighted “Sonic DNA” is and how they created their custom sonic brand indexKey Highlights[02:23] Michele’s path to founding amp[05:10] What is Sonic Branding and why brands need sound[08:27] Why sound is resurging and the evolution of the jingle[10:42] What is the perfect example of sonic branding[14:17] MasterCard’s sonic brand strategy[19:36] Mercedes-Benz’s sonic branding[22:08] How using data and technology is impacting sonic branding[24:00] Michele’s index of the best audio brands and the first sonic branding magazine[26:21] An experience that defines Michele[27:22] Michele’s advice for his younger self[28:00] What marketers should be learning more about[28:47] Brands and causes we should notice[30:30] The largest opportunity or threat for marketers todayResources Mentioned:Michele ArneseampThe Sound of MastercardThe Sound of Mercedes-BenzBest Audio Brands report from this year below, as well as theAutomotive issue of Amplify (the world's first sonic branding magazine)EP252 with Mastercard CMO Raja Rajamannar Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Andrew Zimmerman is theCEO of Journey, an innovation and design consultancy that works across the physical, digital, and virtual landscape. Andrew recently formed this future-forward company with the help of enthusiastic backers and several acquisitions, allowing it to quickly expand and scale.In this episode, Alan and Andy discuss how brands can leverage emerging technologies to envision and create the next evolution of customer experience.In this episode, you'll learn:Why you should be developing a voice interface for your product or organizationHow to think about what your customer’s journey will look like in the futureWhy you can’t apply traditional thinking to the new ‘worlds’ being created todayKey Highlights[01:42] A teaser for Andy’s bestseller “Journey”[08:00] Andy’s move from CEO of Frog to CEO of Journey[12:25] What made it easy for Andy to raise funds[14:36] Looking at the next generation of customer journeys[19:15] Why Andy calls voice interfacing the “unheard channel”[22:40] Analyzing the wild, wild west that is the Metaverse[28:33] Blurring the lines between physical, immersive, and virtual worlds[34:25] What marketers should be learning more about[38:40] The biggest opportunity or threat for marketers today Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Michael Goodbody’s journey to CMO of FinTech company Dave is certainly a unique one—starting in professional sports, moving to journalism, then switching to FinTech marketing. Spending time at fast-growing financial institutions like Wise (formerly TransferWise) and Credit Karma gave him an exceptional growth marketing lens within a space known for growth leveling.In this episode, Alan and Michael discuss his marketing process, his focus on products that achieve what people are looking to do, countering the competition, and Michael’s thoughts on the type of talent he’s looking for in marketing today.In this episode, you'll learn:Keys to differentiation in the FinTech SpaceThe difference between creative growth marketers and data-driven creativesWhat type of creative talent is needed for FinTech marketingKey Highlights[01:30] Michael's path to marketing[06:56] All about Dave[08:41] How Dave’s unique background contributed to current success[10:24] Approaching the role of CMO[12:37] Growing within the FinTech space[21:48] Continuing to stand out in a crowded marketplace[28:16] What marketing looks like at Dave[33:01] Defining marketing talent at Dave[38:19] An experience that defines Michael[40:06] Michael's advice for his younger self[42:38] What marketers should be learning more about[46:05] Brands and causes we should notice[48:14] The biggest opportunity or threat for marketers today Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

John Moorhead, CMO of Eco-focused product company Seventh Generation, was a reluctant marketer. In fact, he “thought it was for the birds” until one day he realized the business impact it could have on one of his passions–the outdoors. It was then that he knew marketing would become his path to change the way people think about the products they use.In this episode, Alan and John discuss his passion for environmentalism, how Seventh Generation is creating the future of green products, the new look of the brand, and the role of advocacy that businesses play in the world today.In this episode, you'll learn:How Unilever and Seventh Generation utilize marketing in traditional and e-comm retailWhere businesses can impact sustainability and environmentalismHow Seventh Generation amplifies advocacy for their company and consumersKey Highlights[01:08] John’s path to marketing[06:07] All about Seventh Generation and the acquisition by Unilever[08:53] Seventh Generation’s brand refresh[13:00] The future of green products[14:05] Technology and science helping at the shelf[16:27] Marketing’s challenge to address sustainability[19:02] Connecting traditional marketing channels with e-comm[22:34] Business’s roles in sustainability and climate[26:16] An experience that defines John[28:40] John's advice for his younger self[30:20] What marketers should be learning more about[31:20] Brands and causes we should notice[32:59] The biggest opportunity or threat for marketers today  Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

From gems to government to camping, Whitney Scott has lived the idea that “once you learn marketing, you can adapt to almost any job in any industry.” As CMO of Kampgrounds of America (KOA) and COO of the newly opened Terramor Outdoor Resort in Maine, Whitney’s marketing strategies bolster the common mission of connecting people to the outdoors and to each other.In this episode, Alan and Whitney discuss how she’s using marketing to connect with the new demographic interested in camping, and how data is the key to backing up your marketing tactics. Whitney also introduces KOA’s newest brand, the Terramor Outdoor Resort, now open in Bar Harbor, ME.In this episode, you'll learn:How to keep a 60-year-old brand relevantHow KOA is upgrading the camping experience for a new demographicUnderstanding how to scale your digital presenceKey Highlights[01:37] Whitney’s secret talent[02:55] Whitney’s path to Kampgrounds of America (KOA)[05:08] Introducing the new Terramor Outdoor Resort[09:00] KOA’s history and where it is today[13:22] Maintaining a 60-year-old brand and keeping it current[15:28] How target customer data has changed over the years[19:38] Keeping up with the changing needs of KOA’s customers[21:45] How technology has played a role[25:19] Big learnings as CMO of KOA and COO of Terramor Outdoor Resort[27:49] An experience that defines Whitney[29:36] Whitney’s advice for her younger self[31:23] What marketers should be learning more about[35:44] Brands and causes that we should be taking notice of[38:56] The biggest opportunity or threat for marketers today Resources Mentioned:Whitney ScottKampgrounds of AmericaTerraMor Outdoor ResortsNorth America Glamping ReportNorth America Camping ReportDelta Airlines Skymiles Loyalty ProgramCoterie Diapers Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Michael Diamond’s unique background marries science, the arts, and business. As Academic Director and Clinical Assistant Professor of Integrated Marketing and Communications at New York University, his view on the future of marketing is fascinating and incredibly on point.In this episode, Alan and Michael talk about his pathway to academia, and most importantly the new Master’s degree program at NYU focusing on getting marketing and strategic communication professionals to the C-Suite. The advisors are stellar, the curriculum unassailable, and the access to the list of incredible minds, unmatched.In this episode, you'll learn:The pillars of the new executive program at NYU and the future of marketingThe nuances of PR and Marketing and what marketers can learn from PRThe personal and professional benefits of investing in your educationKey Highlights[02:58] Michael's career journey[08:19] Michael’s role at NYU School of Professional Studies[12:02] NYU’s new Executive Masters program for Marketing and Strategic Communications[16:08] The curriculum of the new executive program[25:00] NYU’s faculty and advisory board for new degree program[27:33] What Michael thinks it takes to be successful[31:00] An experience that defines Michael[33:39] Michael's advice for his younger self[34:32] What marketers should be learning more about[37:38] Brands and causes that Michael feels we should be taking notice of[41:10] The biggest opportunity and threat for marketers today Resources Mentioned:Michael DiamondNYU School of Professional StudiesExecutive MS in Marketing and Strategic CommunicationsFaculty and advisory councilFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Using her background as an engineer, Linda Lee, CMO of Meals & Beverages at Campbell Soup Company, institutes the Scientific Method in marketing the large portfolio of brands under the Campbell umbrella. Starting in product development at P&G, her career journey led her into marketing at notable companies like P&G, General Mills, Cadbury, Ipsos, and Stonyfield.This episode shares Alan and Linda’s discussion of her career journey, how she is modernizing a storied brand and its multiple brands, and why she feels saying yes opens new doors.In this episode, you'll learn:How in-home insights are critical to today’s marketing and how it has changed since COVIDHow to use the Scientific Method in marketing brandsHow Campbell is driving product innovation and developmentKey Highlights[00:33] Linda’s superpower[01:46] Linda’s career journey[09:44] How Linda is modernizing this brand that has stood the test of time[12:04] Linda’s starting point with a giant portfolio and customer insights[15:18] Thoughts on the in-home component of marketing[20:34] Driving product innovation and development[23:34] Bringing that innovation to life[27:58] An experience that defines Linda[30:28] Linda's advice for her younger self[30:45] What marketers should be learning more about[35:52] Where Linda feels brands are living now[37:22] The biggest opportunity and threat for marketers todayResources Mentioned:Linda LeeCampbell Soup CompanyCareer stops: P&G, Mondelez, Ipsos, Stonyfield, Chef’s Cut Real Jerky, Campbell Soup CompanyPortfolio of Brands: Campbell’s, Pacific Foods, Prego, Pace, Swanson, V8, ChunkyAndy Warhol Campbell Soup CansNew York City Pace CommercialCampbell Soup Ad – Made for Real, Real Life (Mom in the supermarket)Chunky Spicy Chicken Noodle Soup Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

When Alan heard Drew's interview with himself on the top challenges facing CMOs on Renegade Marketers Unite, he knew he needed to share it with his audience. So we’re bringing the episode to you directly in a special Marketing Today show swap! Here’s the show description: CMOs have a lot on their minds lately, so let’s get into the mind of one, shall we? Or, even better, let’s get into the mind of host Drew Neisser, as he hosts a conversation with himself (is this what it feels like to be in his head?!) on all the things CMOs are thinking about right now and how they’re solving them. Sourced from the conversations happening at CMO Huddles, Drew (and Drew) cover everything from employee retention to proving brand value to managing a messy inbox, providing useful takeaways you can implement today. After this episode, even the busiest CMO will know how to reclaim 10+ hours of their time per week (Seriously!) and work more effectively than ever. Want to learn more about our CMO Huddles community? This just skims the surface of what top B2B CMOs of today are solving together...come join us! For full show notes and transcripts, visit https://renegade.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As consumer behavior rapidly changes during the pandemic and beyond, Jonathan Kay, Founder & CEO of app data insights company Apptopia, says the only way to success is focusing on the data to make fully informed business decisions.In this episode, Alan and Jonathan discuss Apptopia’s data insights into various business sectors and how marketers can utilize this specific data in more creative and effective ways. As an entrepreneur, Jonathan also touches on the lessons he’s learned from building this business— whether it’s hiring or the potential backfire of reliance on systems.In this episode, you'll learn:The importance of app data to marketersWhat the current data says about the travel industry, the economy, and home deliveryInsights into Apptopia’s hiring strategyKey Highlights[02:49] Jonathan’s career path[05:04] Biggest surprise of the life of an entrepreneur[08:18] Driving the need for better hiring strategy[09:15] Apptopia and data use on scale[15:10] Home delivery boom during COVID[22:14] Data insights from the travel industry[25:29] Economic data insights[31:20] An experience that defines Jonathan[32:55] Jonathan's advice to his younger self[35:40] What Jonathan as a marketer is learning more about[41:02] The biggest opportunity or threat for marketers todayResources Mentioned:Jonathan KayApptopiaGrasshopper where he was the “Ambassador of Buzz”Apptopia Blog – where they dissect some of their data and trendsCompanies and apps mentioned: GoPuff, Uber Eats, Door Dash, Klarna, AfterPay, Affirm, Costco, BJ’s, Kayak, Hoppr, Disney Perks, Royal CaribbeanFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC)Connect with the Guest:https://www.linkedin.com/in/jonathanckay/https://twitter.com/JonathanCKayhttps://twitter.com/ApptopiaConnect with Marketing Today and Alan Hart:Twitter Alan B Hart - http://twitter.com/abhartLinkedIn Alan  - https://www.linkedin.com/in/alanhartTwitter Marketing Today - http://twitter.com/themktgtodayFacebook Marketing Today - https://www.facebook.com/themktgtoday/LinkedIn Marketing Today - https://www.linkedin.com/company/marketing-today-with-alan-hart/Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Mark Wakefield, senior vice president of marketing of premium chocolate at Ferrero is obsessed with the emotional benefit that brands bring to their consumers. That’s why, in this episode, Mark gives us a masterclass in brand building and revitalization. Get out your pens, you’re going to want to take notes.Alan and Mark also talk about his career path to Ferrero, how sales and marketing should always go hand-in-hand, and his work on a number of interesting campaigns and brands like TicTac, Kinder Joy, Baby Ruth, and the premium chocolate, Ferrero Rocher.In this episode, you'll learn:Steps to revitalizing a nostalgic brandHow Ferrero is capitalizing on the “premiumization” trendThe importance of understanding customers’ social and psychological motivationsKey Highlights[04:00] Mark's career journey[10:09] All about Ferrero[12:48] Steps to brand stewardship and revitalization, including acquisition of Baby Ruth[19:07] Capitalizing on the “premiumization” trend[24:48] Advice on finding a pathway to new growth[31:17] An experience that defines Mark[32:28] Mark's advice for his younger self[32:52] What marketers should be learning more about[35:03] Brands Mark is fascinated by[37:15] The biggest opportunity and threat for marketers todayResources Mentioned:Mark WakefieldFerreroFerrero RocherNutella[Ferrero buys Nestlé brands](https://www.confectionerynews.com/Article/2018/05/31/Ferrero-to-merge-Ferrara-and-Nestle-US-candy-overhauling-Butterfinger#:~:text=The acquisition of Nestlé US,%2C BottleCaps%2C Spree and Runts.)Baby RuthKinder JoyTicTacResearch on Purchase Decisions and Interview of Attest Founder and CEOThe Long & Short of It: Balancing Short and Long-term Marketing Strategies Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Alice Milligan, CMO of Investment Management giant Morgan Stanley feels that “your career is a marathon, not a sprint”. Her path as an integral part of marketing, UI/UX, and growth strategies for companies such as American Express, Citibank, and E-Trade, has given her the ultimate marketing tool belt to tap in her current role.In this episode, Alan and Alice discuss how Morgan Stanley has been able to connect to a new younger wealth management audience, why being unique is your superpower, and why data and analytics are the lifeblood of marketing today.In this episode, you'll learn:How Morgan Stanley bridges the gap between their core clients and their new clientsHow the use of Ambassadors drives the conversation for Morgan StanleyThe importance of workplace collaborationKey Highlights[02:26] Alice’s career journey[06:55] How Alice’s role as is CMO defined[08:45] Managing the complexity of Morgan Stanley's portfolio[11:00] Broadening Morgan Stanley's appeal[13:20] Balancing the need to serve core clients yet still connecting to newer, younger clients[13:35] Ambassadors of Morgan Stanley[17:03] How the use of ambassadors drive conversation[19:02] E-trade bringing back the baby[23:21] An experience that defines Alice[25:24] Alice's advice for her younger self[26:40] What marketers should be learning more about[28:34] Brands Alice is fascinated by[31:37] The biggest opportunity and threat for marketers todayResources Mentioned:Alice MilliganMorgan StanleyE*TradeAs Seen of TVRon PopeilCareer stops: AT&T, American Express, Citi, E*Trade, Morgan StanleyBrand ambassadors– Justin Rose, Leylah Fernandez, Cheyenne Woods“Everyone deserves a shot at success” Diversity ProgramE*Trade Baby CommercialFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Nearly 1 million women have left the workforce since the start of the pandemic in February 2020. This staggering statistic is why Surbhi Martin, VP at Danone North America and her team have launched The Comeback Program.In this episode, Alan and Surbhi discuss Danone’s Light + Fit yogurt brand and their focus on helping women reacclimate to their careers after they've taken a break. Being one of the biggest B Corps in the world, purpose driven marketing leads the charge for Danone’s marketing strategy, and The Comeback program aligns not only with purpose but with mission and values for the company’s consumers.In this episode, you'll learn:All About Light + Fit’s ‘The Comeback’ programWhat a B-Corp isThe importance of purpose-driven marketing to connect the dots between company purpose, product, and consumer needsKey Highlights[01:35] Surbhi’s career path[03:20] What is a B corp?[04:25] What Surbhi's role entails[05:16] Light + Fit’s The Comeback program[06:47] Origination of the program[08:11] Partnership with Women Back to Work[10:10] Previous partnership with Dress for Success[13:31] Impact and throughline of overall marketing efforts of Danone through purpose-driven marketing[19:32] An experience that defines Surbhi[23:06] Surbhi’s advice to her younger self[23:41] What Surbhi as a marketer is learning more about[26:10] Books Surbhi is reading now[30:13] The biggest opportunity or threat for marketers todayResources Mentioned:Danone North AmericaB-CorpLight+Fit BrandThe Comeback Returning to Work ProgramWomen Back to Work – organization helping to design the programDress for Success Support through new flavorsTwo Good brand – equal parts go to people in need when purchasedSustainable Brands and cofounder KoAnn Skrzyniarz | KoAnn on Marketing Today Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

We've increasingly heard customer success and customer experience used interchangeably, but Heidi Lasker, SVP of Customer Success for the Americas and APAC at Bynder, believes that while they are interconnected, they hold different spaces within a company.In this episode, Alan and Heidi discuss tools for customer success and how to integrate them within the lifecycle of your customer and user relationship.In this episode, you'll learn:How Bynder excels at customer successWhy strong cross-functional collaboration is critical to CXHow to deliver the best possible experience through success programsKey Highlights[02:15] Heidi's career journey[04:49] The role of Bynder in today's online world[06:00] How trends in the market have influenced Bynder's path[07:38] Getting control of your asset management[10:38] What “good” content operation looks like[12:50] How Customer Success is defined today[15:38] The interplay between Customer Experience and Customer Success[18:20] Community's role with users and customers[21:17] Marketing's role in Customer Success[24:45] An experience that defines Heidi[26:33] Heidi's advice for her younger self[27:18] What marketers should be learning more about[28:46] Brands Heidi is fascinated by[30:20] The biggest opportunity and threat for marketers todayResources Mentioned:BynderForrester DAM LeaderBynder's acquisition of GatherContentNew Balance & J Crew PartnershipFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC)Connect with the Guest:https://www.linkedin.com/in/heidilasker/https://twitter.com/heidilaskerhttps://twitter.com/bynder Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Starting her first company at age 15, Catherine Connelly is all about meeting new people. As the SVP of Marketing for The Meet Group, the top provider of live streaming video and creator economy solutions for a number of the world's top social apps, Catherine relies heavily on that connection to her users for audience engagement and growth.In this episode, Alan and Catherine discuss her extraordinary career path, iOS changes, The Meet Group's differentiating model for monetization, and the importance of storytelling.In this episode, you'll learn:How to update your tactics for performance marketingThe future of social media monetizationThe importance of PR and storytellingKey Highlights[0:42] First business at age 15 with her two brothers[04:25] Catherine's career path[12:24] Having a place to connect with others[15:48] Knowing where your users are; how to update your tactics[17:04] How iOS changes affect acquisition efforts[19:39] Monetization of The Meet Group[23:57] Catherine's role at The Meet Group[27:45] Best tactics for performance marketing[31:38] App Store optimization[37:31] PR, storytelling, and making viral or sharable moments[42:49] A moment that defines who Catherine is today[44:59] Catherine's advice for her younger self[47:22] What marketers need to learn more about: macro trends and think scrappy[49:54] The companies and causes Catherine follows: Oasis Consortium[52:40] The biggest opportunity for marketers today: Apple really makes things up Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Ian Colley has worn many hats, from working as a chicken processor in his college days to his current role as CMO at The Trade Desk. He joins the show to share what he's learned about marketing, communications, and data-driven advertising from the variety of roles he's played.In this episode, Alan and Ian discuss the open internet and how it allows you to manage your campaign spend more precisely, reach your entire audience, and make data-driven decisions.In this episode, you'll learn:How to manage your campaign spend more preciselyWhy connected television needs to be a part of your advertising strategyThe importance of data-driven decisions in advertisingKey Highlights [02:00] Ian's career path, from large corporation to startup[04:30] Crossover between communications and marketing[08:30] The power of the open internet[10:30] Reaching your entire market with connected television[13:30] How The Trade Desk helps modern marketers[15:30] The transformation of journalism[17:00] An experience that defines Ian[18:45] Ian's advice for his younger self[19:30] What marketers should be learning more about[21:30] Brands Ian is fascinated by[23:00] The biggest opportunity and threat for marketers todayResources Mentioned: Ian ColleyThe Trade DeskThe Trade Desk on the Open Internet  What Matters Videos from The Trade DeskEdward Novotny (NY Times Obit)Founder-led companies: The Trade Desk, WeWork, Tesla, Amazon, FacebookWeCrash video series Connected TVFollow the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Jenny Rooney is the Managing Director and Co-Founder of Black Glass CMO House, a new membership club for CMOs focused on empowering, inspiring, and supporting the person behind the title. Before starting CMO House, Jenny spent over a decade with the Forbes CMO Network Team, where she managed content and events critical to executive-level marketing decision-makers.In this episode, Alan and Jenny discuss defining your unique skills and purpose. Jenny shares that the CMO role is full of nuance, and, to be successful, you have to embrace the “and” that comes with it.Listen to learn how to uncover your marketing superpowers and harness them for holistic growth. In this episode, you'll learn: The importance of empathy as a CMOThe power of defining your skills and purposeWhat it means to focus on “and” not “or” as a CMOThings to listen for:[01:00] Jenny's career path[04:00] What differentiates CMO House from other organizations[07:35] Welcoming diverse perspectives[09:00] Qualities of great CMOs[11:00] Weathering challenges in marketing[15:30] Adapting to new ways of working with tight constraints[19:30] Clarifying your skills and purpose[24:00] Approaching the metaverse[27:30] Using business for good[31:00] The role of CMOs in driving growth[34:00] Re-defining creativity[37:15] Transitioning from CMO to CEO[40:00] Embracing the nuance of the CMO role[44:45] What marketers need to learn more aboutResources Mentioned:Jenny RooneyCMO HouseBlack GlassKatie Klumper, founder of Black GlassGartner Report on Marketing SpendingConnie Brams at Unilever as CMO title goes away (Adweek)Metaverse & Web3PurposeESGGrowthCreativityCMO-CEO transition – Jeff Jones, Brian Nichols, Seth KaufmanJenny Rooney on episode 158 of Marketing TodayFollow the podcast: Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Vinoo Vijay, now CMO of Truist Financial, is back on the show to discuss purpose-driven strategic marketing. During his first episode with us, Vinoo shared his story about coming to the US at age seventeen, eventually leading him to be the CMO at H&R Block, Ally, and now Truist.In this episode, Alan and Vinoo discuss how his team carefully balances technology with touch to create a client experience unlike any other in the banking space. Vinoo shares about developing and positioning the Truist brand, how his team reinforces purpose on a daily basis, and his vision for marketing.Listen in for Vinoo's advice on weaving your purpose into your daily life and making your strategic marketing efforts a success.In this episode, you'll learn: Empower your team to align their personal purpose with your organization's purposeIdentify your problem before attempting a solutionReinforce your purpose on a daily basisThings to listen for:[03:00] Vinoo's career journey and passion for finance[08:00] Making a positive impact as a company[11:30] Managing the evolution of Truist[13:00] Creating a space where people want to be[15:30] Developing and positioning the Truist brand[20:45] Reinforcing purpose on a daily basis[23:00] Aligning personal and organizational purpose[26:00] Connecting client experience with business needs[30:00] Vinoo's vision for strategic marketing[35:30] What CMOs need to do to be successful[36:15] What marketers should be learning more about[38:20] The biggest threat and opportunity for marketers todayResources Mentioned:Vinoo Vijay Truist Truist Purpose Statement Truist Ad Campaign Truist name Technology, Touch, and Trust Truist Leadership InstituteKim Whitler on Marketing Today – Boards and marketing experience (EP121) and Marketer's Contribution to firm performance (EP287)Follow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Pam Forbus is the CMO of Pernod Ricard, where she focuses on building trusted brands through consumer-centric marketing. Pam is the leader behind many recognizable Absolut campaigns, including #VoteResponsibly and #MixResponsibly. Prior to joining the Pernod Ricard team, Pam spent two decades leading teams at Disney, PepsiCo, and Frito-Lay. Throughout her career, Pam has navigated challenging times, from the ‘08 financial crisis to the COVID-19 pandemic, and has come out stronger on the other side. On the show today, Alan and Pam discuss how the pandemic changed the way she approaches marketing and the importance of responsible marketing, especially for a spirits brand. Pam shares how she successfully builds trusted brands through consumer-centric marketing and how her team is approaching consumer trends, including premiumization and in-home consumption.In this episode, you'll learn:Data-driven decisions are consumer-centric decisionsHow a cross-functional marketing team enables you to adapt to changesLean into your brand's DNAKey Highlights[03:00] Pam's career path[09:30] Using data to make consumer-centric decisions[12:45] Aligning marketing strategy with what drives purchases[17:00] Leaning into your brand's DNA[21:00] Consumer trends in the spirits industry[27:30] Leveraging a cross-functional marketing team[32:30] What makes a CMO/CEO relationship successful[35:45] An experience that defines Pam[38:00] Pam's advice for her younger self[40:00] What marketers should be learning more about[44:00] The biggest challenge for marketers todayResources Mentioned:Pam ForbusPernod RicardGorge Ross & George Read - Signers of Declaration of IndependenceAnn Mukherjee, CEO at Pernod Ricard NAAbsolut Mix ResponsiblyAbsolut RTD in a canJameson Ginger & Lime RTDAbsolut Sex ResponsiblyPernod Ricard ConvivialityGucci + Adidas Collaboration Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Some people see golf as a sport for the elite, but the truth is 75% of golf courses in the U.S. are open to the public. Golf players are more diverse than ever, and brands like PGA TOUR SuperStore are committed to continuing to make the sport inclusive to all.Jill Thomas is PGA TOUR SuperStore's CMO and leads her team in modernizing their marketing strategy as their audience grows. Jill has more than 25 years of senior leadership with a consistent record of growth at some of the world's most admired companies, including The Walt Disney Company, Cinnabon, Yum! Brands, Edible Arrangements, and PepsiCo.In this episode, Jill and Alan talk about the strategies that enable brand growth, Jill's formula for marketing nirvana, and how to reach new audiences. Later on, they discuss what endears brands to us and why you need to lean into evolving technology in your marketing strategy.In this episode, you'll learn:Empathy enables brand growthHow to achieve personalization at scaleRight person + right message + right momentKey Highlights[01:00] Two pivotal moments in Jill's career[03:30] The importance of a good mentor[08:00] Reaching new audiences with golf[15:30] Marketing strategies Jill's team used to fuel growth[20:00] Connecting with audiences through storytelling and humor[23:00] How motherhood has contributed to Jill's success[25:00] Jill's advice for her younger self[26:30] Achieving personalization at scale[29:30] Brands worth admiring[32:30] The biggest threat facing marketersResources Mentioned:Jill ThomasPGA TOUR SuperStoreMark Irby, former VP Marketing at PublixWomen's Golf DayFather's Day AdQuiet Sign Guy SpoofFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Lisa Stockmon is the Chief Marketing Officer at Banfield Pet Hospitals. Lisa leads the development and execution of Banfield's innovative integrated marketing strategy, ensuring it supports the organization's strategic vision, aligns with its purpose, and drives revenue.In this episode Alan and Lisa discuss what led to Banfield's recent 400% growth in social followers and 104% increase in content interaction on Instagram. Lisa also shares the role curiosity has played in successfully engaging Gen Z in her marketing strategy.Listen to learn how to adapt to the shifting market and skyrocket your social growth.In this episode, you'll learn:Ways the pandemic has changed brands' customer basesHow to strategically leverage influencer marketing on social mediaThe importance of open-mindedness and curiosity in marketingKey Highlights[01:00] Lisa's career journey and passion project[07:00] Banfield's “b here” marketing strategy[09:00] Reaching new demographics of pet owners[15:00] Strategically leveraging influencers on social media[17:00] Experiences that define Lisa[19:00] Lisa's advice for her younger self[20:00] What marketers should be learning more about[23:00] The biggest opportunity for marketers todayResources Mentioned:Banfield Pet HospitalLisa StockmonCareer stops: HBO, Time Warner, Time Warner Cable, Time, Leukemia & Lymphoma Society, City of HopeAbout Banfield Pet Hospital: 1000 locations, 19,000 peopleBanfield Here - #BHere Marketing StrategyBanfield Pet Owner ResearchBanfield After Party series (YouTube)March Madness Buick Commercials highlighting women athlete performances you didn't see (AgencySpy)Progressive Commercials “Becoming Your Parents” -Parking, Home ImprovementFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Don McGuire is the Senior Vice President and Chief Marketing Officer at Qualcomm Technologies. Don leads the global marketing organization, supporting Qualcomm's advancement into new and existing markets and growth areas. He's redefining Qualcomm's strategic approach to product marketing, leading to innovative campaigns and collaborative partnerships that are bringing cutting-edge products to market.On the show today, Alan and Don talk about how Qualcomm has increased its total available market by 7X, what that means for their strategies, and how they're managing the organization through growth. They also talk about the brand strategies they use for their B2C brand, Snapdragon, as well as the enterprise brand of Qualcomm itself.Listen in to learn how to elevate your brand and prepare for rapid growth.In this episode, you'll learn:Why partnerships can elevate your brandHow to develop a compelling brand narrativeTips for restructuring your marketing organization and leading through changeKey Highlights[03:00] Don's journey to Qualcomm[06:30] Splitting the Qualcomm and Snapdragon brands[12:00] Elevating the Snapdragon brand with a Ferrari partnership[18:00] Developing mutually beneficial partnerships[22:30] Fueling explosive growth with connectivity[28:30] Developing a compelling brand narrative[34:30] Restructuring Qualcomm's marketing organization[41:00] Experiences that define Don[43:30] Don's advice for his younger self[44:30] What marketers should be learning more about[49:00] The biggest opportunity for marketers todayResources Mentioned:Don McGuireQualcommSnapdragonCristiano Amon, CEO at QualcommPrevious CMO, Penny Baldwin, on Marketing TodayKing Arthur Baking Company CMO, Bill Tine, on Marketing TodayStockX CMO, Deena Bahri, on Marketing TodayESL Gaming | Announcement with QualcommFerrari RacingNetflix Formula 1: Drive to SurviveCutwater SpiritsBallast Point BreweryVuori Clothing Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

As the Head of Ad Marketing at Roku, Jordan Rost helps marketers understand shifting media behavior, re-imagine storytelling for the Streaming Decade, and make better ads. Prior to joining Roku, Jordan held leadership roles at Google, Nielsen, Adaptly, and Accenture.On the show today, Alan and Jordan discuss why buyers should prioritize streaming in their ad strategy, and why Roku expects this year to be the first truly streaming-first Upfront. They also dive into the ways media is changing and how to tailor ad experiences to your audience.Listen in to learn more.In this episode, you'll learn:How to achieve brand impact and measurability with streaming adsThe future of UpfrontsWays to tailor experiences to your audienceKey Highlights[02:30] Jordan's guiding principle on his journey to Roku[04:30] Orienting to consumers' perspectives[08:30] Opportunities for performance marketing on streaming platforms[14:30] The future of Upfronts[17:00] Delivering better audience experiences[21:00] Incorporating brand stories in streaming naturally[23:30] Experiences that define Jordan[24:30] Jordan's advice for his younger self[25:30] What marketers should be learning more about[30:30] The biggest opportunity for marketers todayResources Mentioned:RokuJordan RostNielsenPrevious stops in career: Google, Nielsen, Adaptly, AccentureRoku UpfrontsPrevious episode with Sweta Patel at RokuFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC)Connect with the Guest:https://www.linkedin.com/in/jordanrost/https://twitter.com/jordanrosthttps://twitter.com/rokuConnect with Marketing Today and Alan Hart:http://twitter.com/abharthttps://www.linkedin.com/in/alanharthttp://twitter.com/themktgtodayhttps://www.facebook.com/themktgtoday/https://www.linkedin.com/company/marketing-today-with-alan-hart/Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

David Seigel is the CEO of Meetup, author of Decide and Conquer, Professor of Management at Columbia University, and host of Keep Connected podcast. **He's served as an influential leader at many organizations, including Investopedia, Seeking Alpha, and 1-800-Flowers. David and his team at Meetup are working to cure the loneliness epidemic by connecting people to each other. They've navigated major pivots throughout the pandemic as an in-person-first organization, and David has a lot to share about what he's learned.On the show today, Alan and David talk about how Meetup adjusted their tactics while remaining true to their mission. Later on, they discuss the power of community in our individual lives and at a business level. David also explains how an engaged community can decentralize your marketing for the better by serving as your most valuable brand ambassadors.Listen in to learn more.In this episode, you'll learn:The most important aspect of pivotingHow to decentralize brand marketingThe power of communityKey Highlights[03:00] David's journey to Meetup[06:30] How 9/11 led to the creation of Meetup[08:45] Navigating the pandemic as an IRL-first organization[12:30] Pivoting in the pandemic and beyond[15:30] The benefits of virtual Meetups[18:00] What you'll find in Decide and Conquer[21:00] Lessons David has learned about community[24:00] How to decentralize brand marketing[30:00] An experience that defines David[33:00] David's advice for his younger self[35:00] What marketers should be learning more about[38:00] The biggest opportunity for marketers todayResources Mentioned:David SiegelMeetupDecide & Conquer, book by David SiegelKeep Connected podcast by Meetup and DavidKevin Ryan, former CEO at DoubleClick and investor in MeetupAdam Neumann, founder of WeWork Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

David Temkin is the Director of Product Management, Ads Privacy, and User Trust at Google. He leads the product management team responsible for ads privacy. His team is focused on delivering privacy-first monetization product changes that are driven by the changing regulatory environment. They are also responsible for transparency control for ads all across Google's ad business.On the show today, Alan and David talk about his role and what privacy and the combination of privacy and trust mean. Later, David shares his thoughts on how marketers should be thinking about ads privacy and what we need to do to get consumers on board in understanding its importance. At the end they also discuss the removal of third-party cookies and what it means for effectively deploying ad campaigns.Listen in to learn more.In this episode, you'll learn:What businesses should prioritize when it comes to privacyWhy marketers can convince their organization to prioritize privacyGetting consumers to take privacy seriouslyKey Highlights[01:33] David's journalism career[02:54] Understanding David's role[04:34] What to prioritize with privacy[06:37] Consumer trust with social media[08:52] Convincing your business to prioritize user privacy[10:19] Getting consumers to take privacy seriously[12:45] How Google builds transparency and choice into its ad products[14:56] The removal of third-party cookies[18:20] Advice for marketers in a cookie-less world[20:54] An experience that defines David[23:42] David's advice for his younger self[24:15] What marketers should be learning more about[25:29] The biggest threat and opportunity for marketersResources Mentioned:David TemkinGooglePrior experience: Apple Newton, Brave Software, Brave BrowserFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC)Connect with the Guest:https://www.linkedin.com/in/davidtemkin/https://twitter.com/davidtemkinhttps://twitter.com/GoogleConnect with Marketing Today and Alan Hart:http://twitter.com/abharthttps://www.linkedin.com/in/alanharthttp://twitter.com/themktgtodayhttps://www.facebook.com/themktgtoday/https://www.linkedin.com/company/marketing-today-with-alan-hart/Support the show: https://www.patreon.com/marketingtodaySee omnystudio.com/listener for privacy information. Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Ricky Engelberg is the Executive Vice President and Chief Marketing Officer at Vista.Vista is a marketing partner to millions of small businesses around the world. As CMO, he oversees important functions such as customer experience and digital product.In this episode Alan and Ricky discuss his early career in the entertainment industry in Athens, Georgia, and how that has shaped his career and how he sees the world today. Tune in to hear more about how the experience made him realize the importance of finding your audience and investing in relationships to make them successful.In this episode, you'll learn:The art of finding your audienceCreating a customer relationship across all product offeringsWhat makes a successful partnershipKey Highlights[01:41] Ricky's early entertainment career[04:37] Learning how to find the right audience[09:23] Vista's mission and vision[13:26] Building customer relationships[15:54] The shift to partnerships in creating brand awareness[19:12] Vista's partnership with Humberto Leon[24:40] The ingredients for a successful partnership[29:22] An experience that makes Ricky who he is today[31:43] Ricky's advice to his younger self[34:34] What marketers should be learning more about[39:19] The biggest threat and opportunity to marketersResources Mentioned:Ricky EngelbergVistaVistaprint99Designs by VistaVistaCreateHumberto Leon and Chifa Restaurant partnership (NY Times)Power forward with Celtics Sports PartnershipLiverpool Football Club partnershipWashington Commanders Football teamWeb3 - FWBLiquid DeathMarvel & DisneySupremePalaceGoPuff Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Lindsay McCormick is the Founder and CEO of Bite, which stands for “Because it's the earth.” They are makers of plastic-free and cruelty-free products on a mission to become the world's most sustainable personal care company.Lindsay has built Bite into a multi-million dollar company, aiming to remove plastic from our everyday routines. Her first product, toothpaste tablets went viral in 2018, and since then they've added several other products to the Bite brand umbrella.In this episode Alan and Lindsay discuss her path to founding the company, as well as the moment she turned down a six-figure deal from both Mark Cuban and Kevin O'Leary on Shark Tank.Listen to the full episode to learn more about filling a market gap and always having an innovative mindset.In this episode, you'll learn:Leaning into “filling the gap”Sticking to what's importantHaving a “we can always be better” mindsetKey Highlights[01:44] Lindsay's favorite outdoor activities[02:42] The path to founding Bite[03:55] From TV to toothpaste[05:52] Bite's mission and vision[07:11] Adding other products to the brand[09:25] Becoming an amateur chemist[11:04] Working two jobs to build Bite[13:43] Presenting to Shark Tank[16:12] Marketing products through advocates[19:45] Experimenting with digital marketing[21:54] An experience that's made Lindsay who she is[24:10] Lindsay's advice for her younger self[24:30] What marketers should be learning more about[26:11] Brands and organizations Lindsay follows[27:44] The biggest threat and opportunity for marketersResources Mentioned:Lindsay McCormickBiteVideo that went viralInstagram: @biteTikTok: @biteTwitter: @bitetoothpasteFacebook: @bitetoothpasteFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Did you know that 60% of counties in the US do not have an orthodontist within the county? So, what do those people do when they find themselves needing orthodontic care?This is the question that John Sheldon set out to answer. John is the Chief Marketing Officer at SmileDirectClub where they are leading the charge with accessibility, increased convenience, and at a lower cost than competitors of orthodontic care.In this episode, Alan and John discuss how the company started out as a disruptor and is moving towards becoming a challenger against their primary competitor. Listen to the full episode to learn more about the benefits of challenging the market and how the customer experience plays a key role.In this episode, you'll learn:The benefits of challenging the marketWhy you should center innovation around the customer experienceWhere data plays a role in your brandKey Highlights[01:18] How John is responsible for many marriages and divorces[02:15] John's path to CMO at SmileDirectClub[05:01] Who is SmileDirectClub?[07:45] Scaling as a challenger vs. a disruptor[10:37] Innovating around the customer experience[12:56] How data plays a role in brand story-telling[15:04] Investing in TikTok as a marketing strategy[20:32] Pivoting with the changing landscape[23:45] An experience that defines John[25:05] John's advice to his younger self[27:15] What marketers should be learning more about[29:03] The brands and organizations John follows[30:55] The biggest threat and opportunity for marketersResources Mentioned:John SheldonSmileDirectClubNew Campaign with Own Character (iSpotTV)SmileShopsSmile Direct Club TV Commercials - iSpot.tvSmileDirectClub (@smiledirectclub) Official TikTok | Watch SmileDirectClub's Newest TikTok VideosSmileDirectClub (@smiledirectclub) • Instagram photos and videosHow Brands Grow by Byron SharpMarketing Today with Byron Sharp episodePeloton CMO on Marketing TodayNever Eat Alone by Keith FerrazziMastercard Lab for Financial Inclusion Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Smita Wadhawan is the CMO at Simple Practice, a company that provides technology to private practice therapists and other practitioners. They've been around for 10 years and serve over 100 thousand practitioners.In this episode, Alan and Smita discuss her journey from India to the US and her career path from companies like PayPal and GoDaddy to Simple Practice. During her early years, Smita shares how she learned to embrace a growth mindset and find her own voice—both traits that have served her well as CMO.Later in the conversation, Smita also shares her view about moving from product marketing to a go-to-market strategy, how to plan that launch, and how good leadership plays a key role. Listen to the full episode to learn more.In this episode, you'll learn:Why you should embrace a growth mindset and find your voiceHow to see product marketing as the foundation for strong marketingWhen to move from product marketing to a go-to-market strategyKey Highlights [01:24] Growing up in India[02:58] Smita's career journey[05:40] What brought Smita to the US[07:19] Who Simple Practice serves[09:36] Smita's first impression of the US[11:28] Finding her voice[15:01] Product marketing as the foundation for strong marketing[17:03] Moving from product marketing to go-to-market strategy[19:00] How go-to-market works at Simple Practice[19:56] How Smita thinks about leadership[23:52] An experience that shaped Smita[26:28] Smita's advice to her younger self[27:46] What marketers should be learning more about[29:48] The brands and organizations Smita follows[31:50] The biggest threat and opportunity for marketersResources Mentioned:Smita WadhawanSimple PracticeCareer stops: GE Consumer Finance, PayPal, Ebay, Visa, GoDaddyAndrew Low Ah Kee, former GoDaddy leader and mentor, now President of OpendoorFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Fabio Baracho, VP of Marketing, and Alejandro Gershberg, Marketing Director at Grupo Modelo, part of Anheuser-Busch InBev, the largest brewery in Mexico.In this episode, Alan, Fabio, and Alex discuss Grupo Modelo's response to the COVID-19 pandemic in Mexico. A huge part of this response was envisioning “The Match of the Ages” which occurred when the world felt most isolated and cultural gatherings came to a halt.Soccer is a Mexican cultural icon. Despite any division the country faces, soccer is the great unifier. But during the pandemic, all games were canceled for more than 60 days. As a way to reunite the country and give back to the people, Grupo Modelo created a brand new 90-minute soccer game from scratch with the country's two biggest rivals using 70 years' worth of historical footage.The game, which aired at zero cost on all major networks, became the highest earned media in the history of the brand. The initiative, El Classico de la Historia, became the first Mexican brand to win a Titanium Lion in the history of the Cannes Lion International Festival of Creativity for Corona brand.Listen to the full conversation as they discuss the process behind creating the soccer game and how they used the talent and creativity of their employees to help a nation.In this episode, you'll learn:How data can personalize creativityWhen creativity can support a nationWhy you should reimagine entertainmentKey Highlights[02:02] How Alex ended up in marketing[03:44] Fabio's path to marketing[05:44] The role of VP of Marketing[07:02] The role of Marketing Director[08:22] Connecting creativity and data[10:54] The essence of Grupo Modelo[13:29] How Grupo Model supported Mexicans during the pandemic[19:33] Envisioning the “Match of the Ages”[22:54] Building the equivalent of a virtual Super Bowl[29:33] Bringing brands together to support a nation[36:01] Creating a sense of pride for the Mexican people[40:31] An experience that makes Fabio who he is today[42:24] An experience that makes Alex who he is today[44:52] A topic marketers should be learning more about[49:31] The threats and opportunities facing marketersSponsors of this episode: Vinovest: zen.ai/marketingtodaywithalanhartEarned Media Values: https://earnedmediavalues.com/Resources Mentioned:Grupo ModeloFabio BarachoAlex GershbergGrupo Modelo Response to COVID 19 in MexicoThe Match of the Ages (Overview on YouTube)The full match replay on YouTubeGustavo Lauria Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Jennifer Veenstra is the Executive Leader of the Deloitte Global CMO program.In this episode, Alan and Jennifer discuss the Global CMO program, what it includes, as well as the other types of programs Deloitte offers to up-and-coming CMOs. As a part of her role, Jennifer helped conduct Deloitte's 2022 Global Marketing Trends Report where they discovered seven key trends marketers should pay attention to going into the new year. During the conversation, Jennifer helps describe their findings and how each of the seven trends can impact marketers' strategies today.Later in the episode, Alan and Jennifer dig deep into three of them: building the intelligent creative engine, designing a human-first data experience, and elevating the hybrid experience. Listen to the full episode to learn why they are so important.In this episode, you'll learn:What global marketing trends you should pay attention toBalancing human-first with data miningCreating a cohesive customer experienceKey Highlights[01:40] Jennifer was a professional shredder[02:54] Jennifer's path to Deloitte[04:20] What is Deloitte's CMO program[06:12] Seven global marketing trends to watch[10:34] Building the intelligent creative engine[15:32] Designing a human-first data experience[20:00] Elevating the hybrid experience[22:22] Comparing experiences across industries[24:28] An experience that defines Jennifer[26:31] Jennifer's advice to her younger self[27:05] What marketers should be learning more about[28:09] The brands and causes Jennifer follows[29:12] The biggest threat and opportunity for marketersResources Mentioned:Jennifer VeenstraDeloitte ConsultingDeloitte's Global CMO ProgramNextGen CMO AcademyDeloitte's 2022 Global Marketing Trends ReportBuilding the intelligent creative engineDesigning a human-first data experienceElevating the hybrid experience Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.

Aaron Wollner is the CMO at Quontic Bank where he is helping lead the charge of becoming the first digital bank in the metaverse.On the show today, Alan and Aaron discuss his path to becoming CMO, where he got his start, and how multi-variate testing and other analytical approaches led to his belief around how to be data-led in a responsible way. Later, they discuss how Quantic Bank is an adaptive digital bank and how they are pursuing banking in the metaverse.In this episode, you'll learn:How to innovate when you're already digital-firstThe importance of investing in people, not technologyWhat's worth measuring and what's notKey Highlights[01:30] Aaron's take on being data-driven[04:00] Aaron's path to becoming CMO[06:47] What it means to be an adaptive digital bank[08:02] How Quontic was born[10:03] How to innovate a digital bank[11:37] Scaling and growing the market[14:01] Building brand guidelines[15:40] Investing in people versus technology[17:44] Balancing what's worth measuring with what's not[21:42] An experience that defines Aaron[24:06] Aaron's advice to his younger self[26:49] Becoming the first digital bank in the digital metaverse[28:29] The brands and organizations Aaron follows[30:46] The biggest threat and opportunity for marketersSponsors of this episode: Vinovest: zen.ai/marketingtodaywithalanhartEarned Media Values: https://earnedmediavalues.com/Resources Mentioned:Aaron WollnerQuontic BankForbes 2022 Best Online BankMultivariate Testing (Wikipedia)Bitcoin Rewards Debit Card from Quontic BankSteve Schnall, CEO of QuonticWevo (testing and research partner mentioned)Follow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.