Explorez tous les épisodes du podcast Marketing Beyond with Alan B. Hart
| Titre | Date | Durée | |
|---|---|---|---|
| 30: Building billion-dollar brands with purpose: Insights from Mars Wrigley North America & Global Ice Cream President Anton Vincent | 17 Dec 2025 | 00:37:02 | |
How can marketing leaders balance rapid change, emerging technology and brand purpose to drive lasting growth and loyalty across a portfolio of iconic brands? Anton Vincent, president of Mars Wrigley North America & Global Ice Cream, shares what it looks like to lead with purpose across a suite of powerhouse brands spanning confections, pet care and food. He discusses how Mars balances ambitious growth with a real commitment to responsibility, ensuring that business success and positive societal impact go hand in hand. Anton also underscores the strategic value of developing talent and enabling people to move across different business areas to encourage agility and fresh thinking. He shares why creativity remains essential for brands—especially as technology and analytics redefine what's possible—and highlights the discipline required to uphold quality and brand integrity in a crowded, fast-moving marketplace. Throughout the conversation, Anton stresses that enduring relevance and brand loyalty come from continuous learning and a clear understanding of both consumers and culture.
In this episode, you'll learn: Why centering business growth with real purpose can create a lasting impact at scale How ideas supported by data and fueled by originality can capture and hold people's attention in today's crowded market Ways to build agile teams and nurture authentic brands to stay relevant in a constantly changing world
Key highlights: [00:00] Introduction [01:30] Basketball talk [04:30] Anton's path to Mars [08:00] The scope of Mars [10:20] Alan's love to Hubba Bubba [12:20] Scale versus independence of brands [14:05] The Mars talent strategy [15:40] Navigating the evolving marketing ecosystem [18:20] Marketing that adapts to change [20:30] Notable recent work [22:05] An experience that defines you: Top Secret Popcorn recall [26:00] Advice to your younger self: Slow down [28:30] A topic marketers need to learn more about: Connecting creativity with technology [33:45] Largest opportunity or threat to marketers today: Constant learning
Resources mentioned: SNICKERS NFL Bedtime with Josh Allen
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| 29: When a brand film works to shift perception: Insights from Lingokids CMO and COO Mikael Journo | 10 Dec 2025 | 00:42:06 | |
Lingokids Chief Marketing and Chief Operating officer (CMO and COO) Mikael Journo shares how he skillfully blends data-driven strategies with intuitive decision-making to strike a perfect balance between brand building and performance marketing. Drawing from his extensive career experience, Mikael discusses the challenges of marketing to modern parents and highlights how Lingokids—the leading interactive app for children ages 2–8—addresses their worries. When a recent study revealed that 75% of millennial parents feel guilty about their child's screen time, Mikael and his team saw an opportunity to lean in and shift the conversation. They did so by producing "The Trial," a film that directly confronts this issue and aims to ease parental guilt. Mikael also shares the thought process around the risks involved in the film and launch campaign, outlines the production process, and discusses the results that exceeded the brands expectations.
In this episode, you'll learn: The importance of balancing intuition and brand building with data and performance marketing Challenges and strategies for marketing to modern parents Why and how Lingokids created a brand film
Key highlights: [00:00] Introduction [01:30] The podcast's first shark wrestler [02:50] Mikael's path to Lingokids [08:30] The scope of Lingokids [11:05] Marketing as a growth driver [13:35] Balancing the dual roles of CMO and COO [16:25] Marketing to modern-day parents [18:30] "The Trial" brand film campaign [25:45] Navigating challenging subject matter [29:05] A big bet that paid off [31:10] An experience that defines you [34:00] Advice to your younger self [34:50] A topic marketers need to learn more about [36:15] Trends and subcultures to watch [39:40] Largest opportunity or threat to marketers today
Resources mentioned: "The Trial" (Lingokids brand film) Director, Diego Hurtado de Mendoza
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| 20: From BetterBriefs to better results: Insights from Matt Davies and Pieter-Paul von Weiler, co-founders at BetterBriefs | 08 Oct 2025 | 00:41:37 | |
In today's episode, Alan sits down with BetterBriefs co-founders Matt Davies and Pieter-Paul von Weiler to discuss why they think marketing briefs are the most important document in the agency-marketer relationship, how approaching briefs as contracts may influence results, and the effect that clarity in briefs has on creativity. Matt and Pieter-Paul also share insights from the BetterBriefs Project, the first-ever global study on marketing briefs, revealing a widespread disconnect between marketers and agencies that can lead to billions in wasted budgets. In addition, they share findings from the follow-on BetterIdeas Project, showing that many brands lack criteria, tools and training to evaluate ideas properly, fueling the trust gap between agencies and marketers. Matt and Pieter-Paul have won more than 20 marketing effectiveness awards, including two Grand Effies. With decades of experience managing thousands of briefs across global markets, they bring deep expertise and practical insights on how to improve briefs and evaluate ideas more productively. Their company, BetterBriefs, trains marketers worldwide on how to brief better and realize more effective ideas.
In this episode, you'll learn: Why poorly written briefs can waste large amounts of budget and stall creativity Ways to write better briefs that lead to more effective ideas Why treating marketing briefs as contracts improves agency results Strategies that help build trust between marketers and agencies for better collaboration
Key quotes: "The more people we get to decide on which idea is right for our business, the more we end up being that child in kindergarten, mixing all the paint together. And we all know what kind of color we end up with." - Pieter-Paul von Weiler, co-founder of BetterBriefs "If our strategy [in a brief] is ill-defined, we're not setting agencies up for success." - Matt Davies, co-founder of BetterBriefs "You commission an artist and let them roam free so they can do their best work. Agencies need to be guided... and they need to be informed on what they need to do and how they apply their commercial creativity." - Pieter-Paul von Weiler, co-founder of BetterBriefs "Just because you have an opinion [on an idea] doesn't mean that that opinion is informed [or] justified." Matt Davies, co-founder of BetterBriefs
Key highlights: [00:30] Introduction [02:30] Why are there two guests here? [03:20] The brutally honest collaboration origin story [08:50] Strategies to waste less money [11:35] The brief is a contract [14:45] Balancing clarity with room for creativity [17:55] Briefs versus ideas [19:00] Tips to improve relationships between markets and agencies [23:20] Contributing factors for poor idea assessments [28:00] An experience that defines you: Diversity of experience and getting fired [33:15] Advice to your younger self: Be a student of the industry and stop trying to outsmart everyone [35:15] Where marketing science fits in [38:15] Largest opportunity and threat to marketers today: Tighter budgets and the need to write fewer briefs while being more effective
Resources mentioned: The Ehrenberg-Bass Institute for Marketing Science
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| 19: Standing out in a 'sea of sameness': Insights from Tati Lindenberg, chief brand officer at Dirt Is Good | 24 Sep 2025 | 00:36:15 | |
In today's episode, Alan wraps up our Cannes Lions International Festival of Creativity content series with Tati Lindenberg, chief brand officer at Dirt Is Good. Together, they explore global brand strategy for balancing consistency with local relevance, the origin and evolution of the Dirt Is Good brand, and the brand's deliberate movement through distinct "eras." Tati discusses the importance of identifying which parts of the brand are "sacred" and must remain unchanged, versus those elements that can be evolved and iterated to stay culturally relevant. She notes the brand's intentional move to highlight women athletes as main characters, showing its response to evolving consumer expectations. Drawing on her experiences as a mother and her life across multiple countries, Tati shares how these perspectives have shaped her approach to global brand strategy and her management of a diverse portfolio of brands across regions. As a highly awarded marketer, she offers insights into the role of industry recognition in building high-performing teams. She emphasizes the importance of maintaining brand distinctiveness while encouraging influencer authorship. Tati also reflects on the future of creativity in an artificial intelligence-driven landscape, her concerns about the growing "sea of sameness" in marketing, the dynamics of superfan culture, and the value of taking life a bit less seriously.
In this episode, you'll learn: Ways to balance a global brand strategy with local execution How Dirt Is Good has evolved while maintaining consistency and relevance The impact advertising awards have on creativity and execution
Key quotes: "We understand what trends are happening out there, what the company strategy is, and try to combine those two things to maintain the fresh brand." - Tati Lindenberg, chief brand officer at Dirt Is Good "I'm really concerned that everybody seems to be doing the same thing... we need to keep asking ourselves, are we modern enough? Are we culturally relevant? Are we compelling enough for consumers?" Tati Lindenberg, chief brand officer at Dirt Is Good Key highlights: [00:30] Introduction [01:25] From São Paulo to the United Kingdom [03:45] Tati's path to Dirt Is Good [07:55] The scope of the fabric cleaning business [09:50] Balancing a global brand strategy with local execution [12:45] The Dirt Is Good origin story [15:20] A new way to manage brand portfolio [17:00] Balancing consistency with fresh ideas [20:50] In their women's sports era [22:00] The importance of awards [24:40] An experience that defines you: Coca-Cola Christmas [28:10] Advice to your younger self: Take it easy [29:35] A topic marketers need to learn more about: Availability and affordability of tools [32:45] Subcultures and trends to follow: Superfans [33:45] Largest threat for marketers: "The sea of sameness"
Resources mentioned: Cannes Lions International Festival of Creativity
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| 18: The secret to Klarna's AI advantage: Insights from David Sandstrom, chief marketing officer at Klarna | 17 Sep 2025 | 00:20:55 | |
In today's episode, we continue our Cannes Lions series as Alan and David Sandstrom, chief marketing officer at Klarna, discuss how embracing change, leveraging artificial intelligence (AI), and balancing data-driven efficiency with creativity are shaping the future of marketing and brand-building. Klarna is a financial technology company that is well-known for its "buy now, pay later" (BNPL) options. David highlights the macroeconomic trends that he believes are contributing to the continuing growth of BNPL, while also sharing Klarna's efforts to diversify their offerings with digital banking and mobile phone plans. Innovation and experimentation are core to Klarna's culture, and can be seen in initiatives like their interactive customer hotline featuring an AI avatar of their chief executive officer. David also outlines how he and his team encourage employees to use AI internally by actively measuring AI usage, using it as a team on a daily basis, and challenging team members to complete tasks that would be impossible without it. However, despite Klarna embracing AI usage and adopting new technologies, David emphasizes the essential role of human creativity in creating resonant messaging. He also discusses his interest in "anti-trends", like long-form content, as open spaces to build brands and tell stories.
In this episode, you'll learn: How building an AI-driven culture can boost innovation and efficiency Why combining technology with creativity can be key to brand success How expanding and educating beyond your core offering can drive growth
Key quotes: "We're not doing anything new based on AI. We're only doing the things we used to do, but way more efficiently, way faster, at a way lower cost." - David Sandstrom, chief marketing officer at Klarna "I think our investment in AI culture has been more important than our investment in AI infrastructure" - David Sandstrom, chief marketing officer at Klarna Key highlights: [00:30] Introduction [01:05] What's new for Klarna [01:50] David's career path [03:25] The key to David's CMO longevity [04:00] Growth of BNPL [05:20] Extending beyond BNPL [06:15] Moving to digital banking [08:00] Creating a culture to embrace AI [11:30] The impact of AI on the creative process [13:40] An experience that defines you: Being born to a juxtaposing pair [14:25] Advice to your younger self: Enjoy the ride [14:55] A topic marketers need to learn more about: How to build a brand today [16:00] Subcultures and trends to follow: Anti-trends and long-form [17:30] Largest threat to marketers today: Becoming too data-driven
Resources mentioned: Cannes Lions International Festival of Creativity Klarna's AI chief executive officer report
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| 17: Google it: Smarter marketing with AI: Insights from Sean Downey, president of Americas & Global Partners at Google | 10 Sep 2025 | 00:33:59 | |
Sean Downey is the president of Americas & Global Partners at Google, overseeing the company's expansive advertising business, including Google Search and YouTube. With a background rooted in the earliest days of digital marketing startups and leadership roles at DoubleClick and Google, Sean draws on leadership lessons learned from his father, particularly the importance of creating a workplace where everyone feels they are contributing to something greater than themselves. He emphasizes authenticity, empathy, and continuous learning as core leadership values. As part of our Cannes Lions content series, Alan and Sean connect at the International Festival of Creativity to discuss AI's impact on marketing. Sean explains how Google integrates AI and automation into its advertising platforms to help marketers achieve better results while protecting consumer privacy. He notes that marketers today have to be more efficient than ever and highlights how AI-powered tools help them work smarter and adapt to rapidly changing consumer behaviors. Sean also stresses the importance of first-party data, privacy-safe solutions, strong change management, and a growth mindset for teams navigating technological shifts.
In this episode, you'll learn: The ways Google balances consumer privacy with marketing performance Why change management and a growth mindset are essential as technology evolves Strategies Google uses to empower brands and agencies to confidently adopt and leverage AI-powered tools
Key quotes: "Brands can get caught in the trap of thinking they know exactly who their customer is. When in reality, they're looking for people that they didn't know existed, that are incremental to their business." - Sean Downey, president of Americas & global partners at Google "Everyone knows when they walk to the doors in my building that they contribute to something greater than that. And that powers innovation, that powers customer orientation, and most importantly, it empowers growth personally and professionally." - Sean Downey, president of Americas & global partners at Google
Key highlights: [00:30] Introduction [01:15] Work-life balance [02:45] Sean's path to Google [04:20] A North Carolina connection [05:10] The scope of Google's advertising business [07:15] Balancing privacy with marketing effectiveness [09:25] Three tips for brands [10:45] How AI is influencing Google products [14:00] Empowering product adoption for brands and agencies [20:20] Sean's leadership principles [23:50] An experience that defines you: Learning from the most challenging times [26:45] Advice to your younger self: Be honest with yourself [27:35] A topic marketers need to learn more about: Change management [29:10] Subcultures and trends to follow: What makes people resonate [31:10] Largest opportunity to marketers today: The pace of ideas
Resources mentioned: Cannes Lions International Festival of Creativity
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| 16: Driving audience engagement with the magic of Disney: Insights from Andrew Messina, senior vice president at Disney Advertising | 03 Sep 2025 | 00:20:11 | |
Andrew Messina is a Senior Vice President at Disney Advertising. He began his career on the agency side before moving into daytime sales at ABC, then advancing to a primetime senior account executive role, and ultimately rising to his current position. For the past 17 years, Andrew has led all brand advertising initiatives at Disney Advertising, including linear, programmatic, and addressable campaigns across platforms such as Disney, Disney+, Hulu, FX, and ESPN. In today's episode, Alan and Andrew connect at the Cannes Lions International Festival of Creativity to discuss the integration, sponsorship, and advertising opportunities Disney offers brands across its many properties. Andrew shares how live events – particularly women's sports – are shaping advertising, highlights the importance of relationship-building in media sales, and explains Disney's approach to reaching diverse audiences. He also reflects on the importance of mentorship and how AI and youth culture are influencing marketing strategies.
In this episode, you'll learn: How rising viewership of women's sports is creating new advertising opportunities Why cultivating trust is essential for career growth, plus actionable development tips Disney's approach to building relationships with brands
Key quotes: "Relationships really, really matter, and the only way some of these things are going to get done is through making sure you're connected." - Andrew Messina, senior vice president at Disney Advertising
Key highlights: [00:30] Introduction [01:10] A nontraditional introduction to the industry [02:15] Andrew's path to Disney [04:10] The scope of his role [05:00] How consumer brands shape the sports landscape [07:45] Some of the most valued properties for brands [08:45] Co-creation with consumers [10:00] Stand-out strategies for auto and retail [11:30] Industry transformation over the years [13:25] An experience that defines you: The opportunity to learn sales [15:40] Advice to your younger self: Develop relationships [16:50] A topic marketers need to learn more about: AI [17:35] Subcultures and trends to follow: Tastes of the younger audience [18:50] Largest threat to marketers today: Complacency
Resources mentioned: Cannes Lions International Festival of Creativity College GameDay Built by The Home Depot
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Connect with Andrew Messina and Disney Advertising: Disney Advertising on LinkedIn Disney Advertising on Instagram
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| 15: Live from Cannes Lions 2025: Candid conversations on the future of marketing | 27 Aug 2025 | 00:20:20 | |
Each year, top creative minds gather at the Cannes Lions Cannes Lions International Festival of Creativity for a week of innovations, awards, and candid conversations about the future of marketing. Over the next month, you will get exclusive insight into the latest trends and stories shaping the industry through interviews with leaders from some of the world's most influential brands, including Google, Disney, and Unilever. In this episode, Alan kicks off the miniseries with our "crystal ball confessionals." Unlike our usual one-on-one interview style episode, today you'll hear snippets of Alan's conversations with industry leaders, creators, and innovators at Deloitte Digital's exclusive 'Collaborate with Certainty' and 'Engage with Certainty' brunches. These short, candid conversations explore the future of marketing, focusing on the evolution of the creator economy, the changing landscape of fan engagement, and the role of data and technology in shaping authentic connections. Beginning at the 'Collaborate with Certainty' brunch, we explore how the creator economy transforms how brands connect with customers and drive growth. First, Celia Salsi, global head of product marketing at YouTube, shares her insights on why attention, relevance, and trust are crucial for brands striving to stand out in a crowded market. Building on this theme, Kaya Yurieff, team leader for the creator economy at The Information, explores creators' complex and evolving identities. Rounding out the conversation, Kenny Gold, Deloitte Digital's head of social and creator, shifts the focus to AI, reminding us that, despite technological advances, the true impact of creators remains grounded in authentic human connection. Shifting to the 'Engage with Certainty' brunch, we tackle the question: What does the fan of the future expect from their entertainment experiences? First, we hear from Emma Simkiss, associate director of brand and marketing at the International Olympic Committee, on how authentic fan engagement is measured by meaningful interaction and loyalty, not just numbers. Michelle McGuire Christian, chief commercial officer for Converge™ by Deloitte for Sports, explains how leveraging data and AI can unlock deeper personalization and help brands truly listen to their audiences. Finally, David Geisinger, Marketing Technology, Data & Operations offering leader at Deloitte Digital, discusses a future where technology transforms fans from passive spectators into active participants, building vibrant two-way communities.
Key quotes: "What we realized through research is that reach alone is no longer enough...They need attention, relevance, and trust. And what we've seen is that creators are best positioned to drive those three." - Celia Salsi, Global head of product marketing at YouTube
In this episode, you'll learn: The importance of building authentic, long-term relationships with creators The value of data in measuring creator impact and fan engagement Ways to leverage AI to create personalized connections with your audience
Key highlights: [00:30] Episode introduction [02:50] The 'Collaborate with Certainty' brunch [03:00] Celia Salsi on the evolution of creator relationships [06:15] Kaya Yurieff on authentic connections for lasting engagement [08:15] Kenny Gold on the importance of genuine collaboration [10:20] The 'Engage with Certainty' brunch [10:30] Emma Simkiss on driving and measuring engagement [11:55] Michelle McGuire Christian on the role of data in engagement strategies [13:55] David Geisinger on how technology is impacting fan engagement [18:00] One-word summaries
Resources mentioned: Cannes Lions International Festival of Creativity 2025 International Olympic Committee Converge™ by Deloitte for Sports
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| 14: Bridging the gap between marketers and consumers: Insights from Gayle Troberman, executive advisor at iHeartMedia | 30 Jul 2025 | 00:36:44 | |
Are your ads landing with consumers? According to iHeartMedia's "The New American Consumer 2.0" study, 44% of Americans feel ignored by most media and advertisers .1 In today's episode, Alan chats with Gayle Troberman, executive advisor at iHeartMedia, about the gap between marketers and consumers, ways for marketers to bridge this gap, and the marketing principles that stay consistent despite technological advancements. Gayle emphasizes the importance of balancing new technology with classic marketing approaches and cautions against neglecting potential customers by focusing too narrowly on the target audience. She highlights the power of evoking memories in advertising, primarily through audio, with examples of iconic jingles. She also describes why radio and podcasting are effective tools for mass reach and emotional engagement. Gayle Troberman is a highly respected marketing industry veteran. She spent 16 years as chief creative officer at Microsoft, then as chief marketing and ideas officer at IPG Mediabrands. She then became chief marketing officer at iHeartMedia for over a decade before moving into her current role as executive advisor. Today, Gayle works across all iHeartMedia businesses to help them connect with consumers in a deeper, more meaningful way. Her "human first, outcome second" approach to life and marketing has kept her consistently in tune with consumers throughout her career.
In this episode, you'll learn: The inspiration behind "The New American Consumer 2.0" study and insights from the research How marketers can better understand their audience Approaches to using AI and targeting to add value from a consumer perspective
Key quotes: "Every time a new technology comes along... marketers think it's like the world has to change, and it really doesn't. If you know who your brand is and you know where you want to find growth, then it's about telling good stories. It's about being relevant to those consumers." - Gayle Troberman, executive advisor at iHeartMedia "We sometimes let innovation get in the way of growth, or we get so enamored with the technology or the opportunity that we forget any of these platforms, any of these news tools, whether it's AI or targeting, are only as good as the stories we put out there." - Gayle Troberman, executive advisor at iHeartMedia "The average marketer may not be as in touch with their consumers as they think they are... I think part of the problem is that we're very often talking to ourselves. Our ads are reflecting this bubble we live in. Our ads are not reflecting the values, the beliefs, the interests, or the passions of the real American consumers." - Gayle Troberman, executive advisor at iHeartMedia "There's genius out there everywhere if you just talk to humans." - Gayle Troberman, executive advisor at iHeartMedia
Key highlights: [00:32] Introduction [01:45] A "muppalucky" life [02:50] Gayle's career path [05:50] The secret to a long CMO tenure [07:45] Enduring truths in marketing [13:40] "The New American Consumer Report 2.0" [18:25] How marketers can reconnect with everyday consumers [22:40] Who has influence? [24:15] Using AI in a mindful way [28:30] An experience that defines you: Developing a human-first philosophy [31:30] Advice to your younger self: A little more patience and empathy [33:00] A topic marketers need to learn more about: Balancing the new with the classics [34:15] Subcultures and trends to follow: Young people taking strong stances [35:35] Largest opportunity and threat to marketers today: Fake performance indicators
Resources mentioned: "The New American Consumer 2.0" press release "The New American Consumer 2.0" study
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| 13: Ways to nail your product positioning: Insights from Sjoerd Handgraaf, chief marketing officer at Sharetribe | 16 Jul 2025 | 00:47:36 | |
How do you determine your product's market value beyond its features? In today's episode, Alan and Sjoerd Handgraaf, Sharetribe's chief marketing officer (CMO), discuss Sharetribe's origins, product evolution, and how Sjoerd's team identified its ideal product positioning by evaluating the true value it provides to marketplace founders. Sjoerd shares insights into the unique dynamics of building and branding two-sided marketplaces and explains how a "give first, ask later" philosophy has helped Sharetribe develop trust and lasting relationships with its community. Sjoerd grew up as a do-it-yourself (DIY) punk rocker in a steel town in the Netherlands. He originally planned to become an English teacher, but love brought him to Finland, where he discovered the startup world. With his DIY background, Sjoerd joined Sharetribe as the first marketing hire in 2016 and became CMO in 2020. Sharetribe is a software as a service (SaaS) solution that aims to democratize the sharing economy by empowering marketplace founders with a no-code platform builder.
Key quotes: "We just put value out in the world, and we hope that convinces people to at least give us a try." - Sjoerd Handgraaf, chief marketing officer at Sharetribe "Look at what your [product's] unique benefits are compared to those [competitive alternatives] and then try to wrap those [benefits] in value, not features. A lot of tech marketers are quite fond of listing the features, but what is the value that [the feature] unlocks? What is the thing that it gives to customers?"" - Sjoerd Handgraaf, chief marketing officer at Sharetribe
In this episode, you'll learn: Common pitfalls to avoid when starting a marketplace business How to conduct an objective self-assessment to clarify positioning Sjoerd's tips for marketers on navigating AI
Key highlights: [00:30] Introduction [01:38] A punk record label mogul [03:00] The Dutch directness [05:15] Sjoerd's path to Sharetribe [09:17] Who does Sharetribe serve? [10:40] Sharetribe's origin story [16:30] How to get the product positioning right [33:27] The notion of "give first, ask later" [28:25] Why marketing is moving back to basics [31:15] Lessons learned from Two-Sided: The marketplace podcast [36:15] An experience that defines you: Being a DIY punk [37:20] Advice to your younger self: Be even more entrepreneurial [38:05] A topic marketers need to learn more about: AI is unavoidable [42:55] Subcultures and trends to follow: No-Code and Indie Hackers [44:35] Largest opportunity and threat to marketers today: Leveling up with AI
Resources mentioned: Two-sided: The Marketplace Podcast
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| 12: Forging a regenerative future for fashion: Insights from Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective | 02 Jul 2025 | 00:38:39 | |
Can streetwear be made with zero plastic? Eric Liedtke says it can be, and he is on a mission to systematically change the fashion industry by shifting away from petroleum-based materials to plant-based materials. In 2014, Eric was already a leader in the fashion industry as the Head of Sports Performance at Adidas when the issues of micro and nano plastics were brought to his attention. As a vegan who loves to surf, Eric could not turn away from the fact that his work in fashion was contributing to the problem. By 2019, he stepped away from his executive board position at Adidas to launch UNLESS Collective, a statement streetwear brand with a regenerative creation model, meaning their products are made sustainably using zero plastic and decompose into nutrient-rich soil. UNLESS was recently acquired by Under Armour, and with that acquisition, Eric was also hired as their executive vice president of brand strategy. In today's episode, Alan and Eric talk about what the acquisition means for UNLESS Collective's mission, how it fits into Under Armour's larger strategy, and where Eric thinks the Under Armour brand can go. UNLESS is on the cutting edge of sustainable fashion, and solutions to many of its challenges are still being invented. The backing of Under Armour has empowered UNLESS to invest in the research needed to make Eric's dreams a reality. With a background leading brands like Reebok, Eric also understands that UNLESS must meet consumers where they are and not ask them to compromise their tastes or budgets. Once the tech is fully developed and brought to market correctly, Eric believes they will truly transform the fashion industry.
Key quotes: "People care. The [challenge] is they don't want to compromise their taste or the quality of the product for their values, and they don't want to compromise really too much on price." - Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective "So, step one, get the value at the same level they're [the customer is] expecting, get the quality at the same level they're expecting, get the taste at the same level they're expecting, [and] get it built on a better stack. Step two is scaling the brand and getting the volumes to hit the unit economics on par." - Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective
In this episode, you'll learn: How UNLESS is overcoming the challenges of manufacturing streetwear with zero petroleum-based materials Eric's strategy to bring innovative value-aligned products to market at scale The importance of authenticity in modern marketing
Key highlights: [02:25] Eric's career path [06:40] The founding story of UNLESS [10:40] Zero wasted hours [13:20] The logistics of moving from plastic to plant-based [18:00] Evolving marketing with technology [21:30] Benefits of working with Under Armour [23:45] Propelling the Under Armour brand [27:15] An experience that defines you: Having purpose-led parents [30:10] Advice to your younger self: Don't let perfect get in the way of better [31:25] A topic marketers need to learn more about: People want real [34:00] Subcultures to follow: Surf [35:40] Largest opportunity and threat to marketers today: AI and authenticity
Resources mentioned:
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| 11: Exploring the "2025 CMO Tenure Study": Insights from Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart | 18 Jun 2025 | 00:42:43 | |
What do executive recruiters look for when placing chief marketing officer (CMO) candidates? Why do CMOs have some of the shortest average tenures among the C-suite? Richard Sanderson has spent nearly his entire career as an executive recruiter. He began as an intern at Russell Reynolds Associates in the United Kingdom, then eventually joined them full-time, and was relocated to the United States. He went on to get his Master of Business Administration from the University of Chicago before shifting into a new role as Senior Associate at Booz & Company. After five years in consulting, Richard rejoined Russell Reynolds Associates before moving into his current marketing, communications, and sales practice leader role at Spencer Stuart. In his role, he has led a series of high-profile Fortune 500 chief marketing officer (CMO) searches. In today's episode, Alan and Richard break down the 2025 Chief Marketing Officer Tenure Study. They discuss what the data shows regarding career trajectories, changing titles and expectations, and the future of marketing leadership. Richard also shares what he seeks in CMO candidates when filling a role, provides listeners with actionable tips for interviews, and suggests that marketers align their language with their CEO's priorities.
In this episode, you'll learn: The ABCs of interviewing: Leading practices and common pitfalls Career paths for CMOs after their tenure What shifting marketing leadership titles means for the role
Key quotes: "Yes, it's your resume that gets your foot in the door... but it's the chemistry and the culture that gets you the job." - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart "Low tenure is not a sign of failure... Many marketing leaders are being promoted into bigger and better roles. So, in other words, short tenure [does not mean] a bunch of CMOs [are] being fired. It's quite the opposite... a bunch of CMOs being promoted and given other opportunities." - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart "Ultimately, when you think about the constituents of the C-suite, who is the voice of the customer? Is it the chief financial officer? Not really. Is it the chief information officer? I don't think so. Is it the chief HR leader? No. Really... the marketing leader is the true customer or consumer advocate; they are the voice of the customer." - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart
Key highlights: [02:10] A new (destructive) addition to the family [03:35] Richard's unusual path to executive recruiting [06:55] How to shine in the job search and interview [13:36] CMO tenure data [17:00] Why CEO tenure is an outlier [19:05] Where do the CMOs go? [23:45] Evolution of the CMO role in financial services and healthcare [26:05] Changing titles and responsibilities [29:05] The marketing to CEO pipeline [32:00] An experience that defines you: Living cross-culturally [34:35] Advice to your younger self: Treasure your time [36:15] A topic marketers need to learn more about: The shifts in industry and politicization of brands [40:30] Largest opportunity to marketers today: Align the agenda and talk the language
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| 28: Creating Gen Z FOMO in experiential marketing: Insights from Museum of Illusions Chief Marketing Officer Andy Levey | 03 Dec 2025 | 00:42:25 | |
Chief marketing officer (CMO) Andy Levey pulls back the curtain on experiential marketing at the Museum of Illusions (MOI) across the world, revealing the clever strategies that keep audiences coming back long after opening day. With more than 20 years of marketing experience across entertainment, hospitality and lifestyle, Andy's unconventional career path is as intriguing as the illusions he now promotes. By building strong relationships with local groups and businesses, MOI positions itself as an important part of every community it launches in. One benefit of making those connections is they extend MOI's reach to audiences who might otherwise be outside the museum's marketing budget or traditional targets. Andy and his team focus especially on engaging Gen Z by designing video-first and shareable experiences, inspiring user-generated content, and partnering with social media influencers to spark excitement and create a powerful FOMO (fear of missing out) that drives repeat visits, online sharing and lasting brand loyalty.
In this episode, you'll learn: How using influencers, user-generated content and a video-first strategy can help brands authentically connect with Gen Z and drive meaningful engagement The importance of building a strong local market presence for earning trust, collaborating more effectively, and standing out as a valued community contributor How smarter data collection can power more effective marketing decisions and foster influential relationships
Key highlights: [00:00] Introduction [01:35] From banking to the circus [07:45] What is the Museum of Illusions? [10:55] Strategies to reach Gen Z [13:25] Andy's approach to experiential marketing [15:30] "Establishing the base" [17:45] The data collection strategy [19:30] Maintaining energy after the opening [21:05] Brand collaborations [26:50] An experience that defines you: Living abroad and beginning in a startup [30:40] Advice to your younger self: Find your voice earlier [31:45] A topic marketers need to learn more about: AI implementation [33:20] A topic marketers need to learn more about: Gen Z internet culture [36:00] Largest opportunity or threat to marketers today: Entertain and deliver
Resources mentioned: Cirque du Soleil Entertainment Group
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| 10: The strategic genius of Taylor Swift: Insights from Kevin Evers, senior editor at Harvard Business Review | 04 Jun 2025 | 00:38:36 | |
What lessons can marketers learn from Taylor Swift's massive success? In today's episode, Alan Hart talks with Kevin Evers, senior editor at Harvard Business Review and author of the book There's Nothing Like This: The Strategic Genius of Taylor Swift, about the branding and strategy lessons marketers can learn from the record-breaking artist. He reveals what prompted him to write about Swift and the commonalities he discovered between Taylor, Jeff Bezos, Jerry Garcia, The Beatles, and Reddit's true crime communities. Kevin explains that since the start of her career, Taylor has created "blank space" for herself in crowded categories through innovative differentiation techniques, like insisting on writing her own songs as a teen girl for teen girls at a time when most hits on country radio were performed by men. He notes she has a classic entrepreneurial spirit that has helped her beat the odds and defy what the data said was possible to reach levels of fame beyond most people's expectations. Kevin and Alan discuss the rebranding lessons marketers can learn from Taylor's transition from country to pop music and noting how she integrates personal connection into every aspect of her approach while maintaining the allure of scarcity with her dedicated fanbase. Kevin suggests that Taylor Swift's success goes beyond her songwriting talent and superstar status. He believes it's her strategic marketing approach and deep connection with her fans that truly set her apart—a lesson that all marketers can learn from. Key quotes: "Her customer obsession is her secret sauce. Again, incredibly talented, a great songwriter, but talent isn't necessarily a scalable asset, but she knows that her fans are a scalable asset." - Kevin Evers, senior editor at Harvard Business Review "She sets high expectations and then she exceeds those expectations. And in most cases, she gives fans more than they maybe even deserve and I think that fan obsession is a big part of why her fans stick around for so long, and when she's able to recruit new fans." - Kevin Evers, senior editor at Harvard Business Review
In this episode, you'll learn: The importance of Taylor Swift's "fan-first approach" Rebranding lessons from her shift from country to pop How Taylor has wisely evolved her marketing strategy over the years
Key highlights: [01:30] Delayed speech created a great interviewer [03:00] Kevin's unconventional path to Harvard Business Review [03:55] Where did the idea for his new book come from? [05:15] Taylor Swift as a brand [06:35] A "fans first approach" [12:00] Taylor's approach to risk [14:00] Rebranding from country to pop [16:55] Pros and cons of fame [18:25] How Tayor's media strategy has shifted [24:45] Differentiation in a crowded category [28:45] An experience that defines you: Embracing the creative process [30:20] Advice to your younger self: It's all going to be okay [33:20] A topic marketers need to learn more about: What will break through? [35:05] Subcultures to follow: Superfan subculture [36:10] Largest threat to marketers today: A crowded marketplace
Resources mentioned: There's Nothing Like This: The Strategic Genius of Taylor Swift The Strategic Genius of Taylor Swift
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| 9: What's next for performance marketing? Insights from Ed Kennedy, group product marketing manager at Adobe | 14 May 2025 | 00:32:57 | |
What if you could know how new creative would perform before you invest in it? This is the exact functionality Adobe's latest creative intelligence tools are working towards. In today's episode, Alan chats with Ed Kennedy, group product marketing manager at Adobe, to explore their new Generative AI (GenAI) tools. These tools provide a gateway for marketers to scale the impact of GenAI while maintaining the balance between cost efficiency and performance. Ed leads all the go-to-market strategy for Adobe's new GenAI products. This includes GenStudio for Performance Marketing which provides granular insights down to specific attributes of each ad, so marketers and creatives can work simultaneously to activate high-performing campaigns. GenAI is causing many agencies and brand leaders to reevaluate their operating model, but Ed tells Alan that Adobe believes in an "AI-created, human-perfected" approach. This means GenAI takes on the low-value, repetitive, mundane tasks in the creative process, and then humans review and approve. If "marketers are marketing to consumers or businesses, then the humans are going to be in the driving seat," Ed notes in response to concerns around AI. He also outlines the best use cases for AI agents and cautions marketers against skepticism of this evolving technology.
Key quotes: "We're big on "AI created, human-perfected" in all the go-to-market messaging that we're bringing out and helping CMOs understand they can do this." - Ed Kennedy, group product marketing manager at Adobe "If you can look at the performance of the ad itself on the content or creative level, you can quickly double down on what's working and turn off what's not working. And I think that's where we're saving our clients spend because we're just not putting dollars behind bad creative or just underperforming creative." - Ed Kennedy, group product marketing manager at Adobe "Our ultimate vision is that you should actually be able to score your creative before it ships – if it actually is going to perform well." - Ed Kennedy, group product marketing manager at Adobe "We're trying to get to a place... where the brief becomes the new prompt. So instead of entering a prompt to get content, you submit your brief and ... the agent starts working for you." - Ed Kennedy, group product marketing manager at Adobe
In this episode, you'll learn: Potential business use cases for GenAI today How Adobe GenStudio is bringing marketers and creatives closer together through data What the future of marketing jobs may look like
Key highlights: [01:25] Yoga for work-life balance [02:50] Ed's path to Adobe [03:55] The scope of his role [04:30] GenAI to drive advertising performance [06:05] Versioning with GenAI [07:45] Reevaluating the operating model [10:05] Scaling the impact of GenAI [11:45] Cost efficiency versus performance [12:50] What is creative intelligence? [15:20] Bringing performance and creative closer to data [18:05] AI agents and internal evangelists [21:30] An experience that defines you: It's a ride, not a race [25:25] Advice to your younger self: Drop the intensity and expectations [26:45] A topic marketers need to learn more about: F.I.R.E [28:10] What are you curious about: AI video generation [29:50] Largest threat to marketers today: Cynicism on the sidelines
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| 8: Agentic AI and the attention economy: Insights from Ryan Fleisch, head of product marketing for Adobe Real-Time CDP, and audience manager at Adobe | 30 Apr 2025 | 00:32:17 | |
Ryan Fleisch is the head of product marketing for Adobe Real-Time Customer Data Platform (CDP), and audience manager at Adobe. He is also a recent first-time girl dad and Alan's go-to technology whisperer. Ryan has experience on both the agency and brand sides of digital marketing and has been with Adobe since 2014. His current role, coupled with his previous leadership roles in solution consulting, has allowed him to understand the technical nuances of marketing and advertising technology and the big-picture trends that are transforming the industry at large. In today's episode, Alan and Ryan reconnect for another interview at Adobe Summit 2025 to discuss Adobe's new marketer-first data collaboration tools and what marketing professionals need to know to help them stay ahead of the curve. When it comes to winning impressions in the crowded attention economy, using data wisely is the difference between standing out and blending in with the thousands of ads consumers see daily. Ryan also explains how agentic AI can help marketers move from data synthesis to action, allowing them to scale their impact as individuals and departments. Key quotes: "Agentic AI doesn't just understand my business data. It actually understands my business processes and my goals" - Ryan Fleisch, head of product marketing for Adobe Real-Time CDP, and audience manager at Adobe In this episode, you'll learn: How to understand the attention economy Why "clean sketches" may replace "clean rooms" What agentic AI could mean for your marketing strategy Key highlights: [02:05] "The sleep deprivation is real." [03:30] Ryan's path to Adobe [06:00] Understanding the attention economy [08:25] The data tradeoff between scale and accuracy [10:30] Launching Real-Time CDP evaluations [11:30] Old "clean rooms" versus new "clean sketches" [14:45] AI empowering humans to do what they do best [16:40] Generative AI versus agentic AI [20:10] Sorry Spock, Emotions Drive Business [22:45] An experience that defines you: Don't fear the bunk bed [25:30] Advice to your younger self: Look at the big picture [27:05] A topic marketers need to learn more about: Agentic AI and physical art [28:50] Subcultures to follow: Appreciate artists [29:35] Largest opportunity or threat to marketers today: Pairing content with data Resources mentioned: Announcement of new Adobe Real-Time CDP collaboration Follow the podcast: Connect with Ryan Fleish and Adobe Connect with Alan Hart and Deloitte Digital: | |||
| 7: How GIFs deliver branding magic: Insights from Kevin Hein, CGO at GIPHY | 16 Apr 2025 | 00:46:06 | |
Kevin Hein is the chief growth officer (CGO) at GIPHY. He began his print publishing career with Ziff Davis when print and tech were merging. Here, he learned the fundamentals of strategic selling while working on the PC magazine account. Kevin joined GIPHY in August 2024 and has since been instrumental in transforming GIPHY into a unique platform that connects brands with audiences through messaging. Under his leadership, GIPHY has expanded its advertiser base, introduced innovative ad formats, and positioned itself as a key player in the messaging ecosystem, driving significant revenue growth and delivering exceptional client results. Kevin joins Alan Hart at South by Southwest (SXSW) to discuss the unique positioning GIPHY offers brands–to become part of cultural conversations in an additive rather than intrusive way. GIPHY's daily reach touches over 1 billion people worldwide, creating a magical moment when users discover the perfect GIF to convey what words alone cannot. GIPHY collaborates with brands to seamlessly integrate their messages into this magic, transforming existing creative, optimizing new ideas, and experimenting in safe, engaging ways that drive organic, long-term results. Kevin explains the collaboration process with GIPHY, why he thinks all brands need to experiment with creativity, and what marketers can learn from innovative online content creators. Key quote: "The beauty and the elegance [of] GIPHY is that it's part of the conversation. It's not intrusive, it's additive. It's a natural extension of what you're talking about." - Kevin Hein, Chief growth officer, GIPHY In this episode, you'll learn:
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| 6: Powering commerce from text to checkout: Insights from Mike Manheimer, CCO at Postscript | 02 Apr 2025 | 00:44:24 | |
Mike Manheimer is the chief customer officer (CCO) at Postscript—and a soon-to-be first-time father. Postscript is a short message system (SMS) marketing platform powered by AI, designed to help e-commerce brands within the Shopify ecosystem build personalized connections with their customers to drive revenue. Mike entered the SaaS world straight out of college at a startup called WebPT, where he worked his way up to marketing director. After leaving WebPT, Mike held various leadership roles at Gainsight before serving as head of growth marketing at Front. He joined Postscript in 2021 as chief marketing officer and transitioned to his current role as chief customer officer in late 2024, leading both the marketing and customer teams. In today's episode, Alan and Mike discuss conversational commerce, exploring how SMS text messaging, chatbots, and voice assistants are transforming the shopping experience. They examine the potential rise of SMS texts in marketing and why conversational commerce hasn't fully taken off yet. Their conversation also highlights Postscript's decision to specialize rather than consolidate, and the AI innovations they are using to boost revenue. Mike also shares common misconceptions about SMS marketing, notes a consumer shift toward analog experiences, and encourages marketers to adopt an AI-first mindset.
Key quotes: "When I joined Postscript, part of my thesis was that two megatrends were intersecting, and they weren't going to stop: We're seeing more transactions done online over time. The second is, we see messaging as a major component of the way people spend their time online, especially on their mobile devices. We see messaging in a bunch of forms but especially text messaging dominates the time people are using their phones. And so, Postscript exists at the intersection of both those trends." – Mike Manheimer, CCO at Postscript "SMS is the only channel that exists for marketers that is fundamentally 'two-way' from the get-go." – Mike Manheimer, CCO at Postscript "When you nail that—you know, the voice, the value add, and the consent—then what you end up with is a very highly engaged, high-earning channel. And a lot of people are finding that they're actually making more money off of an SMS list that ends up being only one-fifth of the size of the email list that they've been cultivating over the last few years because of the integration with the phone, the immediacy of the channel, and the engagement that you're able to generate." - Mike Manheimer, CCO at Postscript "Cracking the code on conversational for your brand not only makes you feel good, it's a financial imperative." - Mike Manheimer, CCO at Postscript
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| 5: Using 'fan truths' to drive a fast-food renaissance: Insights from Tariq Hassan, chief marketing and CX officer at McDonald's USA | 19 Mar 2025 | 00:38:37 | |
Tariq Hassan is a proud girl dad, a transformational leader, and the chief marketing and customer experience (CX) officer at McDonald's USA. Before joining McDonald's, Tariq spent over 20 years in global marketing, communications, innovation, and consumer insights. Before moving into his first chief marketing officer role at Petco, he held marketing and brand leadership roles at HP, Omnicom Group, and Bank of America. Since joining McDonald's in 2021, Tariq has led the post-pandemic marketing efforts, including digital, media, CRM, brand content and engagement, consumer insights, and menu strategy to create holistic and compelling brand experiences for customers across nearly 14,000 McDonald's restaurants in the US. On today's show, Alan and Tariq discuss Tariq's career at McDonald's and how he has helped bring the iconic brand into the digital future. They also explore how McDonald's has modernized its approach to digital engagement and solidified its cultural relevance by mindfully using data and digging deep into "fan truths." Tariq shares the four key areas that fueled this transformation: influencing food culture, deeply engaging with fans, leveraging data for personalization, and using McDonald's influence to shape cultural moments. In this episode, Alan and Tariq also explore the return of McDonald's beloved characters and the leadership lessons Tariq is taking with him as he moves on to his next career venture. Tariq opens about his personal experiences, including navigating the college search as a dad and how his daughter's cancer journey influenced his outlook. Finally, he offers advice to brand leaders, reflects on AI's growing role in marketing, and highlights food culture as a key trend for the future. Key quotes: "Data is a currency, it's a language, it's a form of connecting with [Gen Z], and if you do it the right way and provide value, then they return that value with a deeper relationship." - Tariq Hassan, Chief marketing and customer experience officer, McDonald's USA "At McDonald's, we're guided by what we call fan truths. These truths are about understanding the unique moments, those connections, that our fans have [with our brand]." - Tariq Hassan, Chief marketing and customer experience officer, McDonald's USA "As brand leaders, you drive clarity of your values, you're transparent with those, and then you lead with actions." - Tariq Hassan, Chief marketing and customer experience officer, McDonald's USA In this episode, you'll learn:
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| 4: Unleashing growth with the 'yes, and' strategy with Jenn Garbach, CMO at PNC Bank | 05 Mar 2025 | 00:33:33 | |
Jenn Garbach is the chief marketing officer at PNC Bank, where she leads a team of approximately 200 marketing professionals. Her team focuses on brand and line-of-business marketing, paid and social media, direct marketing, and digital marketing strategies. She also helps oversee the bank's relationship with Arnold Worldwide, PNC's integrated marketing and advertising agency of record. With over 20 years of experience in financial and professional services, Jenn has worked across marketing, product management, strategy, technology, and customer experience. She began her career at Deloitte Consulting, and before joining PNC in June 2023, she held leadership roles at PayPal, Capital One, and Thomson Reuters. On today's show, Alan and Jenn discuss her career journey, her initial goals upon joining PNC and the complexities of launching a new brand for a 160-year-old organization. They explore how marketing, often seen as "just pretty pictures," is actually a key growth driver, a concept they refer to as "The Big M." Jenn also breaks down the fundamental premise and strength of the "Yes, And" model and how it fuels innovation and collaboration. Looking ahead, they discuss AI preparedness and its impact on marketing.
Key quotes: "You can't just go out with a really funny, creative ad campaign and hope that it's going to do the job. You have to live your brand every single day—and the products, services, experiences we are bringing to market." - Jenn Garbach, CMO at PNC Bank "You hear me use that word 'engine.' That's really the aspiration. Moving from a place where we may be operated as a delivery function to a place where marketing is seen as an investment of growth—marketing as an engine to drive business outcomes." Jenn Garbach, CMO at PNC Bank "It's not just about getting to the summit; it's the process we go about and the collective victory." Jenn Garbach, CMO at PNC Bank
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| 3: Transforming marketing with 3D spatial data: Insights from Tom Klein, CMO at Matterport | 19 Feb 2025 | 00:38:21 | |
Tom Klein is the Chief Marketing Officer at Matterport. He brings more than 20 years of experience spearheading marketing efforts for some of the world's leading brands and has a passion for operating at the intersection of marketing and technology. Before Matterport, Tom served as the Global Chief Marketing Officer of Mailchimp, where he led the company's go-to-market efforts and the brand, product, campaign, and content teams. In 2017, Adweek recognized Tom as one of the 50 Most Indispensable Executives in Marketing, Media, and Tech. Before joining Mailchimp, Tom founded and became CEO of Digital Scientists, a digital marketing and software development firm. He is also the co-author of the book, Enterprise Marketing Management: The New Science of Marketing. Matterport is a technology company specializing in 3D spatial data and virtual tour solutions. They provide a platform that enables users to digitize physical spaces into immersive, interactive 3D models known as digital twins. These digital replicas are widely used in real estate, construction, retail, and various other industries to improve visualization, design, and communication. On today's show, Alan and Tom dive into the world of Matterport and explore the diverse range of customers it serves. They unpack the complexities of Matterport's go-to-market strategy, which seamlessly integrates an eCommerce platform, professional services, and a robust SaaS offering. The conversation also ventures into the future of property intelligence, shedding light on how these innovative solutions are transforming industries and redefining the way we understand and utilize spatial data. "It can be very hard to reach the whole planet, but if you reach the people that are really the great communicators and connectors, that's sort of a leverage point." In this episode, you'll learn:
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| 2: Driving paint trends with Behr's Color of the Year: Insights from Andy Lopez, SVP and Head of Global Marketing at Behr Paint Company | 05 Feb 2025 | 00:27:13 | |
Andy Lopez is the Senior Vice President and Head of North America Marketing at Behr and proud father to three children under the age of eight. At Behr, Andy leads the Brand Marketing department overseeing global B2C and B2B brand strategy, creative, media, PR, design, digital, innovation, consumer experience, and research. As the youngest Global Head of Marketing in Behr's 75+ year history, Andy has played a key role in maintaining BEHR's position as the Most Trusted Paint brand in the U.S. and Canada. Before joining Behr, he held senior roles at leading global creative agencies such as Saatchi & Saatchi, and Project Worldwide, managing marketing strategies for Fortune 500 brands across diverse industries. Andy is recognized as one of the top marketers driving change in the industry. On today's show, Alan and Andy discuss Andy's career journey and the fascinating process behind Behr's Color of the Year program, from how the colors and their names are created to the marketing strategies that bring them to life. They also explore Behr's successful social media efforts, including their growing presence on TikTok, and their strong partnership with The Home Depot. In addition, Andy shares how Behr builds excitement and drives purchases across the paint category while staying at the forefront of consumer engagement. "Strategize and make sure that we have collective marketing efforts that are really going to engage our DIY and professional audience the way that we feel like is truly going to make an impact and grow our businesses." In this episode, you will learn:
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| 1: Marketing meets public policy at Neara: Insights from Mary Cleary, VP of Marketing, Communications & Public Policy | 22 Jan 2025 | 00:34:55 | |
Mary Cleary is the VP of Marketing, Communications, and Public Policy at Neara. Under her leadership, Neara has grown from its Australian roots to establish significant presences in Europe and the U.S. Mary's unique approach to marketing in risk mitigation reflects her deep sensitivity and empathy, honed through her diverse career journey. Beginning in mergers and acquisitions at Rothschild, Mary discovered her passion for being an operator and marketer, which led her to roles in product marketing and communications at companies like MediaMath, News Corporation, and Frame AI. With a B.A. in Entrepreneurship and History from NYU, and even an early stint as a PR intern for Zac Posen, Mary brings a rich tapestry of experiences, driving innovative strategies and meaningful impact in the complex landscape of AI-powered infrastructure solutions. Neara is an infrastructure modeling platform revolutionizing how utility companies prevent outages and enhance transmission capacity. Recognized as one of TIME's 100 Most Influential Companies, Neara stands out for its transformative impact on utilities worldwide, enabling them to mitigate weather-related risks and improve resilience against potential disruptions. Beyond risk management, Neara's advanced AI network modeling is a pivotal tool in advancing the global clean energy transition, helping utilities identify and address risks swiftly, assess the scope of potential issues, and streamline communication with policymakers to drive timely and informed decisions. On today's show, Alan and Mary explore how the intersection of marketing and public policy shapes her strategic approach at Neara. They discuss the unique challenges of marketing in a regulated industry, highlighting the intricate balance required to navigate both compliance and creative engagement. They also discuss the complexities of managing international marketing activities and how the global scope amplifies these challenges. Additionally, they uncover how Neara leverages cutting-edge AI solutions to enhance their marketing strategies, utilizing marketing AI tools to drive innovation and efficiency in reaching their target audience effectively. In this episode, you'll learn:
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| 27: Ford's data decisioning for dealers and drivers: Insights from Ford Motor Company Head of Marketing Technology and Dealer Platforms, Mark Sucrese | 21 Nov 2025 | 00:21:50 | |
Ford is using advanced data and analytics to make smarter, more personalized decisions that connect and benefit both its dealers and drivers. Mark Sucrese, head of marketing technology and dealer platforms at Ford Motor Company, shares why he believes effective marketing leadership in the automotive industry depends on combining customer insight, adaptable technology and responsible innovation. Mark discusses how his team enhances both dealer and customer experiences by leveraging technology to strengthen brand connections throughout the customer life cycle. He explains the need to strategically manage customer data in a B2B2C environment and describes Ford's focus on achieving small, high-impact wins—particularly through hyperpersonalized experiences enabled by advances in AI. The conversation underscores the importance of balancing the art and science of marketing, embracing experimentation, and integrating decisioning models with robust data and flexible technology. Adopting a thoughtful, measured approach to AI and new technologies is becoming essential for responsible, future-ready marketing leadership.
In this episode, you'll learn: How Ford uses smart decisioning to transform diverse data into highly personalized customer experiences Why embracing experimentation and learning quickly from failure can accelerate growth and innovation Which technology trends Mark believes could reshape the automotive industry's future
Key highlights: [00:00] Introduction [00:55] Celebrities: They're just like us [02:45] Mark's path to Ford [05:05] The scope of his dual role [06:10] Managing data in the B2B2C model [07:20] Personalization and the data needed to power it [08:55] Leadership lessons [10:15] Perspectives on decisioning [12:25] A measured approach to AI integrations [14:30] The future of technology for the automotive industry [16:05] An experience that defines you: A hard career truth [17:10] Advice to your younger self: Embrace a "fast fail" mindset [18:00] A topic marketers need to learn more about: Take a tech approach [18:55] Subcultures and trends to follow: Overlanding [19:50] Largest opportunity and threat to marketers today: AI adoption and resistance
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| Introducing Marketing Beyond with Alan Hart | 21 Jan 2025 | 00:03:14 | |
We have a new look and name, Marketing Beyond with Alan Hart, brought to you by Deloitte Digital. Our previous series, Marketing Today, has evolved into something even bigger and better. We've expanded our team and boosted our global support to bring you the great content you love, plus so much more. Marketing Beyond will take you on a deeper journey into the future of marketing. We'll continue to go beyond the conventionalvand explore the strategies, technologies, and trends reshaping the marketing landscape. We still want to inspire you to think differently and equip you with insights that empower you to be at the cutting edge of our industry. And each episode will bring you thought-provoking discussions with marketing leaders, visionaries, and innovators pushing the boundaries of what's possible. Whether it's exploring the impact of AI, sharing complex international marketing strategies, or diving into innovative digital transformations will cover it all. For those who have been with us since the Marketing Today days, rest assured Marketing Beyond builds on the strong foundation we've already established. You can find all the archived episodes of Marketing Today at MarketingTodayPodcast.com or by searching Marketing Today with Alan Hart in your podcast listening app of choice. So if you're curious, ambitious, and ready to redefine what marketing can be, you're still in the right place. Our first episode under Marketing Beyond Brand is coming to you on January 22nd. Be on the lookout for great content by visiting www.deloittedigital.com/us/marketingbeyond. Thank you for joining us on this exciting journey and welcome to Marketing Beyond with Alan.
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| 26: Is your governance ready for AI? Insights from OneTrust Chief Marketing Officer, Michael Schanker | 19 Nov 2025 | 00:30:38 | |
Michael Schanker, chief marketing officer (CMO) at OneTrust, shares ways that marketing leaders can rethink their approaches to governance in an era defined by rapid advances in AI and increasing complexity around data responsibility. OneTrust is a global software company that provides a platform for data governance, security, privacy and compliance. As it moves into the emerging category of governing AI, Michael draws on his sales experience to explain the importance OneTrust places on deeply understanding the evolving needs and potential risks facing their customers. He candidly describes OneTrust's journey to create a unified narrative across its product suite, emphasizing that AI governance is not just about compliance, but about protecting brand trust and enabling innovation at speed. Michael encourages marketers to avoid complacency, challenge old habits, and continuously ask themselves if their current approaches fit into a changing world. He also highlights the importance of empathy, continuous learning, and adopting responsible AI practices internally before advising others. For marketing leaders, Michael issues a call to drive change with curiosity, data and a commitment to responsible growth.
In this episode, you'll learn: Strategies for modern governance that can help you act fast while protecting trust Why questioning "business as usual" can keep you ahead of the competition The importance of deeply understanding your customers' evolving needs
Key highlights: [00:00] Introduction [01:00] Human Google alerts [02:25] Micheal's path to OneTrust [07:30] His first nine months in the role [08:50] Marketing a new category [10:10] What is AI governance? [13:45] AI governance in practice [15:05] AI at OneTrust [16:50] The stakes are high [18:35] "Enabling innovation through the responsible use of data and AI" [19:55] An experience that defines you: Being the son of an artist and an engineer [21:30] Advice to your younger self: Take more pictures [22:40] A topic marketers need to learn more about: Innovative AI use cases [24:25] Subcultures and trends to follow: Storytelling trends in media [27:35] Largest opportunity and threat to marketers today: Complacency
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| 25: Leading people-focused tech transformations: Insights from Marathon Petroleum Corporation Commercial IT Leader, Justin Schwartz | 14 Nov 2025 | 00:20:46 | |
Justin Schwartz, commercial IT leader at Marathon Petroleum, shares how his team is bringing people and technology together to drive meaningful change across the business. He highlights that understanding the needs of different users, from field staff to traders, is key to shaping effective solutions—and emphasizes the importance of starting with the real business problem rather than simply chasing new technology. Justin explains how field experiments with AI agents are helping his team learn in real time and improve performance, all while keeping humans at the center of innovation. He encourages leaders navigating rapid transformation to build an inclusive culture, engage teams early, and manage change with transparency and curiosity. Justin also notes that the pace of technology is only increasing, and that actively absorbing information and quickly adopting new ways of working is essential for long-term success.
In this episode, you'll learn: Why engaging your people first, pinpointing real business challenges and designing solutions with clear value are crucial for leading successful transformation Ways to accelerate progress by making experimentation a habit, learning alongside your teams and quickly applying new insights Strategies to build a resilient team that is equipped to handle rapid transformation together
Key highlights: [00:00] Introduction [01:00] Zone defense: Four kids under 12 [02:00] Justin's path to Marathon [02:40] The scope of Marathon [03:30] Transformation throughout Justin's career [04:50] Doing "transformation" right [06:00] Justin's favorite transformation [07:50] Fostering culture during transformation [10:10] Experimenting with AI agents [11:40] Staying human-centric [13:20] An experience that defines you: Learning from challenges [15:20] Advice to your younger self: Focus on listening [16:20] A topic marketers need to learn more about: Deeper understandings [17:10] Subcultures and trends to follow: Human elements of digital transformation [18:20] Largest opportunity and threat to marketers today: The rate of change
Resources mentioned: Marathon Petroleum Corporation
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| 24: Increase productivity with a digital workforce: Insights from TeamViewer Chief Executive Officer, Oliver Steil | 12 Nov 2025 | 00:32:14 | |
Oliver Steil, chief executive officer (CEO) at TeamViewer, shares how his team is reshaping the digital workforce across industries by enabling remote access, facilitating proactive issue remediation, and increasing productivity through automation for both frontline and technical workers. He details the importance of making information easily accessible to specialists wherever they are, explains how AI-powered automation can proactively address issues before they impact users, and highlights the value of strong business collaborations to achieve seamless workflows. Oliver encourages marketing leaders to embrace new technology to drive productivity, speaks about the potential risk of falling behind in a faster-paced, competitive environment, and advocates the importance of staying network-focused and open to change.
Key highlights: [00:00] Introduction [01:00] Dreamforce [02:00] Olivers path to TeamViewer [03:25] The scope of TeamViewer [05:35] Alan's manufacturing experience [07:45] Bringing the digital experience to the floor [09:55] How AI is changing work [12:20] Proactive issue remediation [15:55] Remote work [17:20] Collaboration opportunities [19:30] Collaborations at scale [21:15] Understanding your role [22:30] An experience that defines you: Shifting from engineering to consulting [25:05] Advice to your younger self: Network even more [25:40] A topic marketers need to learn more about: Seeing opportunity in disruption [26:50] Subcultures and trends to follow: International politics [28:45] Largest opportunity and threat to marketers today: Increased productivity
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| 23: Transforming complexity into clarity through data: Insights from Dion Smith, senior vice president of worldwide partner ecosystem at Siemens | 07 Nov 2025 | 00:37:10 | |
Dion Smith, senior vice president (SVP) of worldwide (WW) partner ecosystem at Siemens reveals how the 175-year-old and highly diverse organization, is transforming complexity into clarity by breaking away from historical silos with its "one tech mission." This strategic shift aims to unify their data, enabling Siemens to solve larger challenges and deliver better client results. He also highlights the strategic importance of collaboration and the use of marketing development funds (MDFs) and dual registration to foster alignment and measurable success for all sides. Dion offers clear advice to leaders navigating their transformations: prioritize the customer journey and let data guide every major decision. Through a candid account of how his dyslexia became a professional superpower, Dion urges others to see value in different perspectives, to fail fast, stay focused on the future, and embrace how AI is freeing people from repetitive tasks to tackle higher-value strategic work. From his perspective, using AI for smarter personalization and predictive insight must always be balanced with respect for consumer trust, ensuring outreach feels supportive rather than intrusive.
In this episode, you'll learn: How finding commonalities in complex data leads to clarity and unified strategies Ways to connect marketing investments to measurable outcomes that drive more effective collaboration campaigns Strategies to balance AI-driven personalization with consumer trust for ethical, impactful engagement
Key highlights: [00:00] Introduction [01:15] A near-death experience [03:30] Dion's path to Siemens [05:10] His role and the scope of the company [06:45] The "one tech mission" [08:00] Managing a large amount of complexity [10:15] Lessons learned through transformation [12:55] The role of MDFs and dual registration [16:20] Advice for leaders driving transformation [17:55] An experience that defines you: Embracing dyslexia [22:30] Advice to your younger self: Delay reactions until you have the data [24:00] A topic marketers need to learn more about: Finding clarity in complexity [28:55] Subcultures and trends to follow: Agentic AI [31:30] Largest opportunity and threat to marketers today: Consumer trust around AI practices
Resources mentioned: Jeff Bezos "Why It's Always Day One" video Hewlett-Packard (HP) Garage Origin Story
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| 22: Agentic AI for hyper-personalization at scale: Insights from Steve Hammond, general manager and executive vice president of Agentforce Marketing at Salesforce | 05 Nov 2025 | 00:31:06 | |
Steve Hammond, general manager and executive vice president of Agentforce Marketing at Salesforce, sits down with host Alan Hart at Dreamforce to share his perspective on how leaders can navigate the fast pace of change in technology and marketing. Steve reflects on his journey from early entrepreneurial ventures to modernizing Salesforce's marketing technology, emphasizing how consumer expectations are shifting and how AI Agents now empower companies to unlock hyper-personalization at scale. He discusses how interconnected company data is essential to delivering more efficient, personalized experiences, and why executives should be fully invested in shaping strategies to break down barriers to innovation. Steve explains that the intersection of people and technology delivers the strongest results and shares his prediction that as AI evolves, marketers will spend less time managing technical details and more time focused on high-level strategies that empower them to create personalized customer experiences across all touchpoints.
In this episode, you'll learn: How AI agents shift consumer expectations Areas for organizations to address to meet evolving consumer expectations How unified company data unlocks more personalized, efficient customer experiences
Key highlights: [00:00] Introduction [01:15] Finding rest on the farm [02:45] What is Agent Force Marketing? [03:50] Steve's path to Salesforce [06:50] Keeping up with the pace of change [08:55] The organizational elements needed to adapt shifting consumer expectations [10:40] The intersection between people and technology [14:35] The state of Salesforce marketing solutions [18:10] Personalization at scale [20:50] An experience that defines you: Experiences different cultures [22:25] Advice to your younger self: Deliver on your vision [23:30] A topic marketers need to learn more about: What is real and what is hype? [25:00] Subcultures and trends to follow: The future of work [26:30] Largest opportunity and threat to marketers today: Apathy
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| 21: Elevating customer experience in sleep technology: Insights from Lisa Tan, chief marketing and strategy officer at Reverie | 22 Oct 2025 | 00:35:20 | |
How can brands use innovation to stand out and improve the customer experience? Alan Hart sits down with Lisa Tan, chief marketing and strategy officer at Reverie, a sleep technology company, on a mission to improve lives through the power of sleep. Together, they explore how brands can leverage technology and creative strategies to improve customer experience and stand out in competitive markets. Lisa highlights the Reverie Innovation Summit, describing how this event not only showcases emerging sleep technologies and ideas but also helps deepen relationships with key industry collaborators. The Innovation Summit plays a key role in Reverie's approach by serving as a platform for collaboration, knowledge sharing, and goal alignment. Reverie's approach to sleep technology goes beyond product innovation and focuses on transforming the customer experience. By integrating advanced sleep technology solutions, Reverie helps ensure that every customer interaction is personalized and impactful. Lisa also explains how integrating artificial intelligence (AI) and advanced marketing tech stacks enables Reverie to understand and engage their audiences better. Throughout the conversation, she emphasizes the importance of business relationships, continuous learning, and adapting to ever-evolving consumer behaviors to create lasting connections.
In this episode, you'll learn: Creative approaches Reverie uses to enhance customer experience when working with distributors The importance of marketers understanding their organization's tech stack How Reverie uses an in-person summit to gather feedback and promote innovation in sleep technology
Key quote: "As a CMO of a SMB [small and medium business], being able to understand, like really understand how all of the tech stack works and integrates is critical for success." - Lisa Tan, chief marketing and strategy officer at Reverie
Key highlights: [00:30] Introduction [01:25] Growing up in Los Alamos [02:55] Lisa's path to Reverie [05:50] Reverie's sleep technology origins [07:55] The evolution and scope of the business [11:35] Reverie's go-to-market strategy [13:20] Reverie's direct-to-consumer strategy [14:55] The role of technology in customer experience [18:20] Why marketers must understand the tech [19:55] Reverie Innovation Summit [24:25] An experience that defines you: Time spent waiting and wandering [26:20] Advice to your younger self: Don't be afraid to be a beginner [27:10] A topic marketers need to learn more about: Human motivation and trends [28:55] Subcultures and trends to follow: Childhood cosmetic obsessions [32:00] Largest opportunity and threat to marketers today: AI
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| 32: Strategies to link marketing to revenue: Insights from Anaplan CMO Jim Freeze | 21 Jan 2026 | 00:39:14 | |
How might your marketing strategy change if you could prove—with shared baselines and benchmarks—which efforts truly move the needle, and which don't? Anaplan CMO Jim Freeze explains how AI is evolving marketing workflows, elevating creative focus, and tightening the link to measurable outcomes. He details how his team sets explicit productivity goals and uses AI to support content development, enabling marketers to spend more time on strategy, creativity and smarter channel-mix decisions. He also dives into measurement fundamentals with practical advice leaders can act on now: establish transparent targets, align on baselines and industry benchmarks, and report progress regularly. The conversation also emphasizes tighter alignment with sales, stronger finance fluency for marketers, and preparing for the AI-driven search that will reshape content and site strategy.
In this episode, you'll learn: Jim's tips to demonstrate marketing's value with metrics leaders trust The importance of baselines, benchmarks and transparent reporting to earn credibility with the C-suite The potential benefits of cross‑functional accountability and AI integration to pipeline velocity, win rates and team focus
Key highlights: [00:00] Introduction [01:40] Our first math major and second lawyer [04:20] From programming in C to being a CMO [07:55] The scope of Anaplan [12:15] How Anaplan is using AI [15:45] The evolution of the marketer role [18:45] Demonstrating the value of marketing [23:25] The importance of transparency [26:55] Ways to improve your measurement framework [30:00] An experience that defines you: Leaving law [32:25] Advice to your younger self: Take more risks [33:10] A topic marketers need to learn more about: Finance [34:50] Trends and subcultures to watch: AI search [35:40] Largest opportunity to marketers today: AI
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| 31: Turning a marketing idea into a product: Insights from Sift's former Chief Marketing Officer Armen Najarian | 07 Jan 2026 | 00:28:39 | |
What if your next marketing idea could become your company's most valuable product? Armen Najarian, former CMO at Sift, discusses the challenges of marketing in the digital fraud prevention industry, the power of incentives, and how a marketing solution became an impactful product innovation. Armen shares how creative referral programs like "Super Sifters" and a strong focus on third-party reviews have elevated Sift's market position and built lasting customer trust. He also explains how the company's Fraud Industry Benchmarking Resource (FIBR) tool began as a marketing initiative that faced internal pushback over essentially making company data open source. Despite the risks, the idea evolved into a real-time, peer comparison product feature—and ultimately became Sift's top demand generator. Armen's experience highlights the value of bold experimentation and cross-functional, innovative thinking in driving marketing-led growth.
In this episode, you'll learn: The incentive strategies that move the needle for Sift How a bold marketing idea can turn into a standout product feature The benefits of finding a personal connection to your work
Key highlights: [00:00] Introduction [01:05] Escaping to eastern Maine [03:15] Armen's path to Sift [05:20] The scope of Sift [06:20] From brand management to product marketing [07:55] 10 years in cybersecurity [10:10] Incentive strategies and bobble heads [13:45] How marketing can become a product [15:10] FIBR product demonstration [18:25] An experience that defines you: Entrepreneurship [22:40] Advice to your younger self: Don't sweat the small stuff [24:00] A topic marketers need to learn more about: Experimenting with AI [25:25] Trends and subcultures to watch: Philosophy [26:00] Largest opportunity to marketers today: AI
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| 33: Rethink customer experience orchestration with AI: Insights from Adobe Enterprise CMO Rachel Thornton | 04 Feb 2026 | 00:20:57 | |
How can marketing leaders deliver personalization at scale as content demands surge? How do brands protect discoverability as customers shift their search focus from SEO to answer engines and AI agents? At CES 2026, Alan Hart sat down with Rachel Thornton, Enterprise CMO at Adobe, to unpack the ways AI is reshaping customer experience orchestration and the content supply chain. Rachel explains that real personalization drives a major increase in content needs, and that AI can compress production cycles so teams can create, test and optimize large volumes of campaign assets faster than humans alone while staying consistent and on-brand across channels. The conversation then turns to generative engine optimization (GEO) and answer engine optimization (AEO) where Rachel notes discoverability is increasingly dependent on how brands show up in AI-driven search results and in the broader ecosystem of content beyond their own websites. Throughout the conversation, Rachel reinforces that making AI work requires coordinated change across data foundations, processes and skills, not just new tools. She also offers practical lessons for other CMOs on centering customer needs and building a culture of curiosity and experimentation, so teams keep learning as the marketing playbook evolves.
In this episode, you'll learn: Ways AI enables personalization at scale Strategies to modernize the content supply chain How AI is shifting marketing and the adjustments marketers can make to stay discoverable
Key highlights: [00:00] Introduction [01:00] A love of reading [01:40] Rachel's career path [02:50] Life as the Enterprise CMO [03:55] How AI is changing the marketing role [06:05] Content supply chain at its best [07:45] Using AI to its full potential [09:20] Discoverability in the AI era [11:45] Lessons for CMOs [13:20] Examples of companies doing marketing well [14:15] An experience that defines you: Customer face time [16:05] Advice to your younger self: It's not linear. Try new things! [16:45] A topic marketers need to learn more about: AI [17:40] What are you curious about: Robots [18:30] Largest opportunity to marketers today: "Everybody is a creator at heart" [19:50] CES trends: Embedded AI
Resources mentioned: The Covenant of Water by Abraham Verghese Adobe GenStudio for Performance Marketing Project Fizzion (Coca-Cola x Adobe)
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| 35: Marketing as entertainment, built to perform: Insights from Chime Chief Growth and Marketing Officer, Vineet Mehra | 04 Mar 2026 | 00:45:36 | |
How can you create marketing that feels like entertainment and drives measurable growth? Chime Chief Growth and Marketing Officer Vineet Mehra breaks down the product and marketing choices he sees fueling Chime's momentum, including being named Time magazine's No. 1 banking brand. He frames Chime as "not a bank" but a "financial technology company" built for "everyday Americans." And he attributes its traction to showing up in the channels and subcultures where many people spend time, while building products and features designed to meet real needs. Vineet also shares what other marketing leaders can take from Chime's approach: Start with a differentiated product. Treat attention as the ultimate currency. And use social-first, episodic entertainment to make financial topics more relatable. At Chime, brand building looks more like running a streaming platform or magazine, where the job is to consistently earn attention with programming people choose to watch. To ensure that entertainment-driven attention translates into growth, he leans on "performance storytelling" that connects brand-building, direct response and customer lifetime value. He also explains how Chime is applying AI by mapping tools to "jobs to be done" across customer service, creative workflows and talent development. Vineet closes with his view that the biggest potential threat to marketers is resisting change—that leaders should encourage hands-on experimentation while staying anchored to commercial outcomes.
In this episode, you'll learn: Ways attention can be earned through entertainment-style brand storytelling Practical lessons for applying AI to specific high-impact work inside marketing and customer operations How marketing leaders can earn more influence in executive and boardroom conversations
Key highlights: [00:00] Introduction [01:30] CMO by day, pizza maker by night [03:15] Vineet's path to Chime [08:00] Success in the banking industry [11:15] Marketing that punches above its weight [14:15] Showing up where people willingly spend time [16:50] A brief history of marketing leading to performance storytelling [23:10] Chime's AI journey [29:30] How AI is impacting talent conversations [32:40] Marketing and the boardroom [36:25] An experience that defines you: Growing up as an immigrant in a blue-collar town [38:25] Advice to your younger self: Bloom where you're planted [40:15] A topic you're trying to learn more about: The platform shift [41:30] Trends or subcultures: Hyper-personalized algorithms [43:10] Largest potential threat: The innovator's dilemma
Resources mentioned: "Mama, I Made It" interview series
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| 34: Reaching patients directly in medtech: Insights from Medtronic's Senior Director of Global Integrated Communications, Neuromodulation, Naomi Rodiles | 18 Feb 2026 | 00:20:11 | |
How do you raise awareness for complex, highly regulated medical therapies when most eligible patients do not even know it exists? At CES 2026, Alan Hart spoke with Naomi Rodiles, senior director of Global Integrated Communications, Neuromodulation, at Medtronic, about the patient communication required to grow adoption of therapies like deep brain stimulation that can support management of movement disorders like Parkinson's. Naomi explains that the challenge is not clinical efficacy or provider trust, but rather awareness. Even proven therapies can sometimes remain invisible to patients until late in their journey. She outlines how her team is evolving from primarily health care provider-centered messaging to a multichannel, digital-first communications model designed to directly reach patients and caregivers to help them discover, understand and evaluate options earlier. Naomi emphasizes that effective patient marketing in medtech is less about promotion and more about credible education that empowers better conversations in the clinician's office, while strengthening provider partnerships. She also shares practical leadership lessons from the transformation: design for modern consumer expectations, build integrated channel presence so information is findable when people search, and adopt AI carefully to scale content and storytelling within a regulated environment.
In this episode, you'll learn: Why awareness, not efficacy, is often the real growth constraint for complex offerings and strategies to navigate it Ways to win trust by prioritizing education over promotion Practical lessons for scaling content in regulated, high-stakes categories using AI
Key highlights: [00:00] Introduction [01:00] Starting out at BET's Rap City [02:15] Naomi's path to Medtronic [02:50] The scope of Medtronic [03:50] Medtronic's neuromodulation therapies [05:55] Marketing life-changing solutions [07:50] Evolving the messaging [10:15] Lessons learned [11:45] Symbiotic relationships with health care providers [13:10] An experience that defines you: Falling in love with journalism [14:40] Advice to your younger self: Be mindful of burnout [15:05] A topic marketers need to learn more about: AI [16:00] What are you curious about: AI for equity [16:50] Largest potential threat to marketers today: Resisting change [18:10] CES trends: AI becoming helpful in everyday life
Resources mentioned: Medtronic Deep Brain Stimulation (DBS) therapy BET's "Rap City: Tha Basement"
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| 37: Adapting to shifts in consumer behavior: Insights from Rich Honiball, retail executive and adjunct instructor at George Mason University | 15 Apr 2026 | 00:21:07 | |
How can marketers adapt when consumer behavior is shifting faster than traditional strategies can keep up? In this episode Rich Honiball shares his perspective on navigating the fundamental transformation that's continuing to happen in how people buy and consume information. Drawing on his experience across retail and marketing leadership roles, Rich argues that today's rapid changes demand agile platforms where personalization becomes necessity rather than luxury, and that two-way communication with customers is critical to understanding what will make their lives easier. He challenges the assumption that economic factors alone explain changing purchase patterns, suggesting instead that consumers simply value different things now and seek expertise from different channels. Rich emphasizes the importance of not abandoning core customers when chasing growth and studying how people actually take in information today. Throughout the conversation, Rich stresses that while the channels and methods are evolving rapidly, the fundamental work remains grounded in understanding and serving the people you are trying to reach.
In this episode, you'll learn: Why your core customer should anchor your decisions even when everything else shifts What it looks like to build agile platforms that serve complex needs—without losing focus Where AI fits in marketing when human connection remains the priority
Key highlights: [01:15] A man on the move [02:10] Rich's path to the Navy Exchange [03:55] Why does the military need a retail store? [06:25] Meeting the needs of all patrons [07:25] Staying competitive as retail options increase [08:30] Balancing art and science [09:55] The purpose of podcasting [12:00] A humble expert is always a student [12:55] An experience that defines you: Chicken gizzards and white rice [15:30] Advice to your younger self: Failure is a part of the puzzle [16:30] A topic marketers need to learn more about: Learn lessons from history [17:50] Trends to follow: Sustainability and shifts in engagement [19:30] Largest opportunity or threat to marketers today: AI is both
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| Rerelease: Unleashing growth with the 'yes, and' strategy with PNC Bank CMO, Jenn Garbach | 01 Apr 2026 | 00:33:58 | |
From the archives - orginally released March 2025 Episode Description Jenn Garbach is the chief marketing officer at PNC Bank, where she leads a team of approximately 200 marketing professionals. Her team focuses on brand and line-of-business marketing, paid and social media, direct marketing, and digital marketing strategies. She also helps oversee the bank's relationship with Arnold Worldwide, PNC's integrated marketing and advertising agency of record. With over 20 years of experience in financial and professional services, Jenn has worked across marketing, product management, strategy, technology, and customer experience. She began her career at Deloitte Consulting, and before joining PNC in June 2023, she held leadership roles at PayPal, Capital One, and Thomson Reuters. On today's show, Alan and Jenn discuss her career journey, her initial goals upon joining PNC and the complexities of launching a new brand for a 160-year-old organization. They explore how marketing, often seen as "just pretty pictures," is actually a key growth driver, a concept they refer to as "The Big M." Jenn also breaks down the fundamental premise and strength of the "Yes, And" model and how it fuels innovation and collaboration. Looking ahead, they discuss AI preparedness and its impact on marketing.
Key quotes: "You can't just go out with a really funny, creative ad campaign and hope that it's going to do the job. You have to live your brand every single day—and the products, services, experiences we are bringing to market." - Jenn Garbach, CMO at PNC Bank
In this episode, you'll learn: Strategies to gain a competitive edge Tips to enhance your marketing efforts using data-driven techniques How to transform your team into powerful change agents
Key highlights: [01:53] Jenn's first job as a cart pusher [03:25] Jenn's career path [06:45] Initial goal when joining PNC [07:32] What is involved in launching a new brand [09:10] "Brilliantly Boring" tagline [13:20] Where does marketing go at PNC now? [16:05] How people become a great change agent [21:35] An experience from your past that defines you: studying abroad. [24:20] Advice to your younger self [25:30] A topic that you and other marketers need to learn more about: AI preparedness [28:35] Trends or subcultures others should follow: Super Bowl [30:50] Largest opportunity or threat to marketers today: pace of change
Resources mentioned: Boring is Essential (Launch Video)
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| 36: Marketing complexity into clarity: Insights from Synopsys CMO Ann Minooka | 18 Mar 2026 | 00:46:26 | |
As AI reshapes discovery, how do you make complex tech clear to buyers and demonstrate how marketing is driving growth? Synopsys CMO Ann Minooka shares what it takes to market a highly technical business with clarity, precision, and accountability for business outcomes. She views marketing as the bridge between engineering and the market. Technical product marketing translates capabilities into value propositions, while brand and communications tailor the message for different audiences based on what they care about and where they go for information. Ann explains that her team is moving away from broad product campaigns and vanity metrics like impressions. Instead, she advocates an outcome-led, data-driven approach that uses marketing technology, intent signals and analysis to improve targeting and connect programs to lead quality, pipeline creation and new customer growth. She also outlines how AI is changing planning and implementation, including using behavior signals to meet buyers where they are, building more personalized web experiences, and rethinking content for answer-based discovery across platforms. While AI can speed up first drafts and analysis, Ann believes the bigger unlock is integrating AI across the full workflow and evolving talent and habits.
In this episode, you'll learn: Ways to make complex offerings clear and relevant to different audiences. How outcome-focused measurement can help connect marketing to growth. How AI is reshaping buyer discovery, and ways leaders can adapt.
Key highlights: [00:30] Introduction [01:30] A love for nature [06:00] Ann's path to Synopsys [09:35] What does Synopsys do? [15:25] Marketing complex solutions [20:05] Optimizing for outcomes [23:40] AI's impact on marketing [31:00] An experience that defines you: Gaining a global perspective [34:40] Advice to your younger self: Learn an instrument, own your own career, and be curious [37:20] A topic you're trying to learn more about: AI's impact on productivity and talent [41:35] Trends or subcultures: The future of intelligence and space travel [44:00] Largest potential threat: Resisting AI
Resources mentioned:
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| 39: How sales and marketing can grow together: Insights from Braze Chief Revenue Officer Ed McDonnell | 06 May 2026 | 00:39:17 | |
What can stronger sales and marketing alignment look like in practice? In today's episode, Alan Hart talks with Braze Chief Revenue Officer Ed McDonnell about building a career by chasing experiences and skills instead of titles; why strong sales and marketing partnerships start with shared ownership of the customer journey, and how marketers can stay close enough to customers to understand where performance is really breaking down. Drawing on leadership experience across high-growth software, Ed explains why alignment can improve when teams focus less on funnel labels and more on the full customer journey, from awareness to renewal and advocacy. He also talks about the role of data, regular review cadences and honest conversations about where pipeline performance is falling short. Ed shares how Braze is using AI to support decision-making, campaign execution and marketer workflows, and why he believes AI will make shopping more curated, conversational and immediate. For marketers, his message is clear: Better tools matter but staying close to customers and evolving as quickly as they do matters more.
In this episode, you'll learn: Why growth can happen faster when sales and marketing stay focused on the customer What leaders can do to spot weak points early and keep teams moving together Where AI can help make customer experiences more relevant and responsive
Key highlights: [00:00] Introduction [01:00] Inside fantasy baseball [03:30] Ed's path to Braze [09:15] Where Braze is today [11:10] Bringing sales and marketing together [15:30] Tips for creating a better customer experience [16:45] Building internal trust [19:30] The impact of AI [23:20] An experience that defines you: Family ties and a health scare [26:30] Advice to your younger self: Chase experiences and skills, not titles [28:50] A topic marketers need to learn more about: AI applications for go to market [30:50] What are you interested in right now: Fantasy books and golf [32:30] Largest opportunity or potential threat to marketers today: Themselves
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| 38: Turning customer stories into growth: Insights from Shopify's head of Customer & Industry Marketing, Génesis Miranda Longo | 29 Apr 2026 | 00:19:59 | |
How can marketing leaders use AI to scale customer storytelling in ways that drive growth without losing the human connection that matters? In today's episode, Alan Hart talks with Génesis Miranda Longo, Shopify's head of customer and industry marketing, about how customer stories can drive both growth and trust. Génesis explains that her role spans two priorities: helping new customers discover Shopify and helping existing customers grow by bringing their stories to market. She sees those stories as more than content because they help prospects to picture what success looks like, give sales teams stronger proof points, foster community, and build deeper customer relationships. Génesis believes AI should accelerate the work around the conversation, not replace the conversation itself. She shares how she uses AI to research, prepare, and scale customer marketing, while emphasizing that valuable insights still come from talking directly with customers. She closes with a broader lesson for marketing leaders: don't wait for permission, build what's needed, and use automation to create more space for real human connection.
In this episode, you'll learn: Why customer stories are more impactful when they build trust Where AI adds value in Génesis's workstream; Why lasting progress often depends on clarity, not just speed
Key highlights: [00:00] Introduction [01:05] Growing up in Mexico [02:00] Génesis's path to Shopify and the scope of her role [03:20] Symbiotic customer storytelling [05:20] Scaling customer stories [07:14] Revving the performance engine [08:10] "Matchie" and her library of content [08:55] Shopify Champions [10:10] Tips for marketers [12:00] An experience that defines you: Being raised in Sinaloa [12:55] Advice to your younger self: Don't wait for permission [13:35] A topic marketers need to learn more about: AI for decision-making [14:45] What are you curious about: How new communities are being created [17:10] Largest opportunity for marketers today: Becoming a "way maker" [18:05] One-way agentic AI will fundamentally change how we shop in the next year
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| 40: Preparing marketing data for AI: Insights from jeweler David Yurman's global head of CRM, data, customer experience and loyalty, Neha Kovach | 13 May 2026 | 00:24:58 | |
What does "AI-ready data" look like in a modern marketing organization, and where can it create practical value for marketers? In today's episode Alan Hart talks with Neha Kovach about the practical work marketers may need to consider before AI can deliver real value. Neha is jeweler David Yurman's global head of customer resource management, data, customer experience and loyalty. Neha believes that getting data ready is less about volume, more about structure and context: cleaning it up, defining customers more clearly, and turning general customer data into signals that can guide action—like how recently someone purchased or how close they are to a milestone. She suggests the bigger opportunity for AI may not be routine service, but rather helping marketers improve conversion, retention, and personalization with more relevant timing and messaging. She also points to a separate operational benefit: increasing workforce capacity by helping teams work more efficiently. Looking ahead, she also explores what it might take for brands to compete in a world where AI agents may increasingly shape what customers see, consider and buy.
In this episode, you'll hear about: Ways to think about creating a stronger data foundation to prepare for AI more effectively Where AI may offer practical support across customer engagement, team capacity and decision-making Why understanding customer intent may become increasingly important as marketing continues to evolve
Key Highlights: [00:00] Introduction [01:15] Moving to the United States [02:05] Neha's path to David Yurman [04:25] What is David Yurman? [05:20] Preparing data for AI [07:55] Bringing agents into the mix [11:20] Specific agentic use cases [13:20] Customer experience in an agentic-enabled world [14:30] An experience that defines you: Losing her mother and becoming one herself [17:35] Advice to your younger self: Be gentle to yourself [18:50] A topic marketers need to learn more about: Neuroplasticity and quantum physics [20:45] Largest opportunity and threat to marketers today: Customer attention span
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Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads | |||