Brand Collective (Smartsheet)

How do you build a brand? There are tactical, strategic and even philosophical questions that come into play when answering a question like this. Arguably every brand is working to elicit an emotional response and a cognitive attachment from its audience. But the avenues to do so are wide-ranging. In this episode, we dig into these challenges with Agency Fifty3’s creative director, Brianna Huynh, by discussing her passion: experiential marketing and the power it has to shape opinions and move the needle.  

Brianna Huynh is a creative director who’s worked with brands like Nike, Gatorade, Nationwide and Salesforce to create experiences that both stand out from the rest and really sink in with an audience. Brianna's consistent leadership, creative prowess, competitive edge, and ability to execute is recognized by clients and team members alike. She honed her skills in design and brand management while working in sports and eventually made the leap over to tech. She’s built a reputation for original thinking and based on our conversation, we can see why.

In this week’s episode, we’re pleased to introduce Campfire Labs’ senior project manager, Morgan Smith. Morgan enlightens us with her secret sauce to powerful storytelling and inspiring action from your audience. Hint: It’s emotional. With a background in journalism and a lust for traveling, Morgan’s career has flourished by crafting stories all while giving back to the community. In our conversation, she sheds some light around prioritizing truth and value in her journalistic approach to brand marketing. Listen in to hear how storytelling has been a core foundational element to her success and how it can help you to become a better brand advocate.

Key Takeaways:

• Learn how Morgan’s unorthodox approach to her career led to a string of good fortune.
• Morgan shares the secret sauce to storytelling and the key to making brands human.
• We learn how creating brand-agnostic content can go a long way.
• Discover how educating your audience rather than selling to them can have a big impact.
• Morgan shares the perks of working for TEDxMileHigh and the experience she’s gotten from it.

Guest Bio:

Morgan Smith is a senior project manager at Campfire Labs, a content marketing agency delivering high-quality stories rooted in journalistic practices to B2B and SaaS brands. Combining her background in journalism and her passion for everything organizational in nature, she moved away from her freelance career to help build Campfire’s editorial operations department. Morgan calls Denver home, where she also works for TEDxMileHigh to enhance the attendee experience and curate experiential exhibits for in-person events. Outside of work, you’ll find Morgan gardening, traveling and enjoying the little things.

At Brandfolder, we’re major advocates for having creative outlets outside of work. Our latest guest, Brian Bosche, principal product manager of Smartsheet and TikTok aficionado is a prime example of that. Brian first became curious about TikTok during his long commutes to work, and it became a full fledged hobby when he started gaining a following for his photography tutorials. In this episode, Brian shares his perspective on the creator landscape and how it’s helping brands become more human. He gives us a behind the scenes look at how he gained his TikTok following, his perspective on how brands can take advantage of a creator’s approach, and the importance of having a voice. 

Guest Bio

Brian Bosche is a principal product manager at Smartsheet, who focuses on making sure Smartsheet messages resonate with the marketing and creative audience. In his previous life, Brian co-founded Slope, a creative agency turned software company that made it easy for marketing and creative teams to manage their work. Outside of work, Brian enjoys all things photography and content creation. He’s also the host of the creativeBTS podcast. 

Key Takeaways:

• How has the rise of influencer marketing impacted brands? Brian shares how his role in the marketing world has been impacted by the shifting social landscape.
• We learn the tools and tactics that Brian uses to create his most successful TikTok content.
• We discuss how B2B brands can take advantage of an authentic creator approach.
• Brian shares his thoughts on TikTok's most notable creators. 

This week, we’re incredibly fortunate to be joined by Judy Sheriff, General Manager at Refine Labs, an experimental demand generation agency. In this episode, we dive into Refine Lab’s scientific approach to demand gen, which they refer to as “Revenue R&D”. We unpack how marketing has completely changed since the rise of tracking in 2010 and discuss the increasing need to create ‘thumb-stopping’ experiences for your audience. Judy shares a wealth of knowledge on the demand generation space as well as her passion to continue learning through experimentation. This episode is perfect for anyone interested in the ever changing marketing landscape (including you Chris Walker fans!).

Guest Bio:

Judy Sheriff is a marketing executive, people leader, and process enthusiast with 13 years of experience in digital marketing. Her background is in multi-channel demand generation, marketing operations, and digital strategy with an emphasis on B2B SaaS. She is currently General Manager at Refine Labs, the world's first Revenue R&D Laboratory. Judy lives in Bellingham WA with her husband, son and two dogs.

Key Takeaways:

• Judy shares her insights on what the typical buyer’s journey looks like today, how it differs from years ago and what that means for marketers.
• We discuss the importance of testing and iterating over time to improve your marketing ROI.
• Curious to better understand ‘dark social’ and what it means for your audience? Judy shares her insights on how marketers should approach these dark channels.
• Judy shares her thoughts on the one thing you should learn during college to help you with the rest of your career.

This week we’re grateful to be chatting with Reya Sehgal, manager of creative insights at Getty Images. Reya works as a bridge between creative content creation and consumers to ensure that the images we’re seeing on a daily basis align with what’s going on in broader society. In this episode, we learn about the evolution of the creative insights role and how Reya’s work is arguably more important today than ever before. Reya’s deep knowledge of today’s society and culture paired with her love of art makes for an incredibly insightful conversation. If you’re looking to become more invested in your organization’s DEI initiatives, this episode will arm you with the tools and conversations to do so! 

Guest Bio:

Reya Sehgal is a manager of creative insights at Getty Images. Reya brings her 10+ years of experience in the cultural sector to her role today at Getty Images, where she works to leverage data and research into actionable insights for marketers and brands. She classifies herself as an interdisciplinary curator, writer, performer, researcher, and strategist — who brings a critical perspective to cultural insights, experimental pedagogy, and multimedia storytelling. Reya’s work is grounded in two major tenets: imagination and justice. 

Key Takeaways:

• What are some small steps we all can take to make a difference in our organization? Reya shares some easy ways to get involved in DEI initiatives. 
• Reya shares how her role is making a significant difference in a world where we consume up to 20,000 ads and images a day. 
• We discuss how being informed has the power to make you less scared of getting it wrong and more empowered to get it right. 
• We learn about some helpful resources Getty Images has available, including this report. 

Unless you’re not a TV fan, you’ve likely caught an episode of one of reality TV’s biggest shows, The Bachelor. In this episode, we sit down with Ryan Neal, a recording artist and producer who was a contestant on The Bachelor: Listen to Your Heart. Ryan shares his background as a musician and how being on the show amplified his following, rocketing him into the world of creating and growing a personal brand. Ryan shares his experience of gaining a massive following overnight and how it forced him to focus on what really matters. If you’re in the creative business and working on growing your own personal brand, you’re gonna want to hear this one! 

Guest Bio

Ryan Neal, recording artist and producer, credits his musical inspiration to his professional pianist grandmother. After idolizing her for years and getting a little extra nudge of inspiration from the movie School of Rock, he decided to pick up a guitar at 13 and has never looked back. A musician at heart, after being discovered on Instagram for a hit reality show, Ryan was quickly propelled into the world of personal brand development. Today he’s focusing on growing his brand and creating music that makes him happy.

Key Takeaways:

• We discuss what it truly means to make a career out of your passion. 
• Ryan shares some behind the scenes details of his experience on The Bachelor.
• We learn the challenges of marketing music on Instagram.
• How does promoting a personal brand play into creative expression? Ryan shares his experience with learning to market himself.

Our latest guest, Anna Griffin, is arguably the definition of #GirlBoss. The former CMO of Smartsheet (our parent company) and current CMO of Intercom joins us to chat about all things brand engagement. In this enlightening conversation, we dive into what Anna believes is the true definition of a brand and we learn the secret to standing out by creating meaningful experiences. Anna shares the many phases of her accomplished career and provides insightful perspective on succeeding as a woman in business. She’s a seasoned vet and has worked with many of the world’s greatest brands (a few of which are named in her bio). Trust us, this is a conversation you do not want to miss.  

Guest Bio:

Anna Griffin is the CMO of Intercom. Prior to her current role, she led up marketing at Smartsheet, Brandfolder’s parent company. Anna describes herself as someone drawn to innovation engines and visionary companies that challenge the status quo. She’s spent her career working to develop positioning and brand strategies for emerging challenger brands and established corporate evolutions, including Apple, Nortel, Sony, Land’s End, Bank of America, Toys-R-Us, Saturn, and Royal Caribbean Cruise Lines. Her specialty is in B2B2C business models where proper brand recognition drives sales preference and growth. Anna has received two Golden Effies, Best B2B Campaigns of the year 4x over, Edgar R. Murrow Award for Digital Media, named Advertising Women of New York’s Game Changer, and Moves Magazine Power Woman 2018.

Key Takeaways:

• We learn about the future of brand engagement and the standards we should all be holding ourselves to as the digital world evolves. 
• What defines a brand? Anna shares her insight on what makes or breaks a brand.
• We discuss the power of manifestation and Anna’s belief that when you manifest a story for yourself, it will find you. 
• Anna shares her perspective on the value that women bring to business.

In this extra special mini episode, we are over the moon to introduce you to our new co-host, Beth Bradley. Beth joins us while our regular co-host, MacKenzie Koss, is on parental leave with her new baby boy.

Take a listen to learn a little bit about Beth, her background in the marketing and creative space, and her history with our long time host, Nick Ross. Welcome to the Brand Collective Podcast, Beth!  

Guest Bio: Beth Bradley has been telling stories as long as she could talk. After stints first as a fashion designer and then a magazine editor, she eventually figured out that she could tell stories professionally as a content marketer. She’s been fascinated by the intersection of art and science in marketing ever since.

Beth works as a Senior Content Strategist, but she also tells stories recreationally and competitively. She has been featured on The Moth Radio Hour on National Public Radio, as a speaker at various film festivals, and as a guest on podcasts including She Explores and Marriott Bonvoy’s About the Journey. She loves hiking, the Broncos, all dogs (her Aussie Ember is the cutest one, just facts), and adventures of all kinds. 

Our special guest Alanah Joseph, head of creative partnerships at HubSpot, leads the brand’s new podcast network, which scaled from 5 to 25 shows within the last year. As a lover of storytelling and former journalist, Alanah’s goal has always been to develop a creator-first platform that fully supports talent. In this episode, Alanah shares her perspective on supercharging podcast success through established systems and processes that make it easier for creators to do what they do best: create. She teaches us what she’s learned from being both a creator herself as well as managing creative teams. 

Key Takeaways:

• We learn that to quickly scale content we need to prioritize growth and establish processes that will amplify creative output early on. 
• Alanah shares her pro tips on how to build quality relationships with creatives by centralizing their goals and values. 
• We discuss what it means to truly support creators. 
• Want to make a great podcast? Alanah shares what the most successful shows on her network all have in common. 
• We explore what it’s like to actually be a creator. 

About the guest:

Alanah Joseph is the head of creative partnerships at HubSpot, where she focuses on building systems and processes that fully support podcast creators at all stages of their journeys. Before HubSpot, Alanah was a journalist for NBC Universal and developed a passion for learning about business. Outside of work, Alanah enjoys brunching with her community and all things content creation. She’s also the creator of the Ambitious Black Woman YouTube channel. 

Most marketers and creatives work their entire lives in hopes of “going viral,” but for Senior Art Director Dan Meth, the phenomenon has become strangely familiar. So what’s his secret? As he puts it in this episode of the pod, “It’s fun or nothing.” After his first post-college gig creating a mural for the notorious Woodstock ‘99 festival, Dan turned his love of cartoons into a web animation career working with the likes of Disney, Buzzfeed, and Comedy Central. Along the way, he created some of the most hilarious and beloved online shorts of the early aughts, including Nite Fite, Space Cowboy, and Internet People. Tune into this fun and funny episode to hear Dan’s advice on infusing creativity with humor to connect with the masses.

Key Takeaways: 

• We discuss the recipe for creating videos that go viral, and how it’s evolved over time.
• Ever struggle with creativity blockers? Dan reveals his tips for “creative block-knocking.”
• We chat about the best off-the-wall campaigns from brands like Skittles and Old Spice.
• Dan shares his experience working on the cutting edge of sponsored content.

Guest Bio:

Dan Meth’s unpredictable journey into advertising has been fueled by a desire to make people laugh. In his 20+ year career, he’s worked as an illustrator, screenwriter, animator, editor, musician, muralist, and even voice actor. 

Dan grew up in the New York suburbs, obsessed with drawing, music, and comedy. These interests have been the foundation for his professional career. He was an early pioneer in web content, having created numerous viral memetic hits including his cult classic web series The Meth Minute. Dan later worked for most of the online media heavy hitters (Buzzfeed, CollegeHumor, Disney, Google). He’s sold TV pilots and worked on ad campaigns, graphic novels, and art gallery exhibits.

Check out Dan’s animated resume here: https://www.youtube.com/watch?v=W_f2nQm_-uQ

Prepare to challenge assumptions about “Big Pharma” and clinical trials. Celerion Executive Director Angie Badgett offers a fresh perspective on marketing clinical research studies to the public. Angie discusses translating scientific terms, infusing regulatory compliance with creativity, and humanizing the pharmaceutical industry. Tune in to learn why you shouldn’t believe everything you see on Netflix, and what it takes to build a reputable brand with real customer relationships. 

Key Takeaways: 

• We explore key challenges and solutions when it comes to working with marketers and creatives in highly regulated industries. 
• Didn’t expect a clinical research organization to be on TikTok? Angie explains why social and word-of-mouth marketing are instrumental to Celerion’s success. 
• As a 19-year Celerion veteran, Angie discusses what it takes for a company to create a culture of employee loyalty and long-term satisfaction.
• We learn about the four levels of conversion that Angie and her team use to measure the impact of their marketing initiatives.

Communities are built through little moments, genuine connections between people and the world around them. Building a community from a brand perspective means removing the self-promotion and putting the moment ahead of the message. That’s just a glimpse of what Kyle Skinner, social media engagement manager at Patreon, talks about with us. Tune in to hear how he goes above and beyond, not to win points for the brand, but just to show support for fellow creators.

Having spent his early career helping to build the social media program at the Oakland Athletics baseball club, Kyle made the jump to Patreon to be a part of the company’s mission to get creators paid. There, Kyle focuses on engaging with artists, musicians, writers ​​— creators of all kinds — to keep doing what they love and find ways to support them, whether they’re on the Patreon platform or not. He is known for his work building communities, advocating for creators, and having fun along the way.

In this special episode of the podcast, hosts Beth Bradley and Nick Ross speak with attendees live at ENGAGE, our annual customer conference. Tune in to hear some rapid fire takes on the best brand campaigns, the worst marketing buzzwords, and more!

Key Takeaways: 

• Mark Mader, Smartsheet CEO, shares his favorite brand campaign (hint: this brand does very little marketing).
• Smartsheet customers share the buzzwords they’d prefer to never hear again.
• What’s the best piece of marketing swag you’ve ever received? Nick & Beth uncover some fan favorites. 

From micro-creators to global celebrities, content creators now drive major business. Amazon Europe’s Head of Creator Marketing and Head of Influencer BD talk about their roles in helping creators monetize and grow, discussing how authenticity and credibility remain at the heart of their success. Learn how being true to your niche leads to stronger, more engaged communities.

Key Takeaways: 

• Find out why keeping it real matters to content creators’ growth. 
• Learn how niche branding helps creators stand out, spark connection, and grow communities that care.
• Unpack the global differences in the creator economy, from audience engagement strategies to brand partnerships.

This week we’re joined by the brother of our fabulous host, Mackenzie Koss. Zach Koss, a managing art director at Shutterfly, shares how his creativity has evolved over the years - from designing gig posters for his friends in college to a full fledged creative leadership role - and how he’s managed to navigate unforeseen circumstances in each new stage. In this episode, we chat about the best ways to handle creative criticism and what leading a creative team looks like in a remote-first world. Zach’s breadth of experience paired with his perspective of “being open to where the ride can take you,” makes for a refreshing take on the creative world that we all can learn from.

Guest Bio:

Zach Koss is a managing art director at Shutterfly, the brand we all know and love for photography and personalized print products. With a Master of Fine Arts and a background in both illustration and graphic design, Zach is incredibly passionate about the creative world. After working client side for multiple Minneapolis-based software companies, Zach spent some time freelancing before joining Shutterfly where today he leads a team of creatives. Outside of work, Zach loves skateboarding and spending time with his two daughters. 

Key Takeaways:

• How do you lead a creative team in a remote first world? Zach shares some of the ways he’s learned to be a stronger mentor during a strange time. 
• Zach shares what skateboarding taught him about life and art.
• We discuss a recent Adidas campaign and get Zach’s perspective on brands pushing the barriers of what is and isn’t socially acceptable in advertising today. 
• We learn about some exciting new projects in the works at Shutterfly.  

Nobody likes to be told “no” — which is why content producer Josh Shelton prefers to tell creatives “yes, and…” For Josh, solving problems within certain limitations is creatively liberating and has led to some of his best work. In this episode of the podcast (our very first with a producer!), Josh shares his experiences working on big movie sets with Steven Spielberg to filming cheese rolling down hill for Netflix’s We Are the Champions. He discusses his strategy for “synthesizing” conversations and human connection into the creative energy and inspiration needed to bring stories to life. And above all else, Josh reminds us that we’re all just here to have fun.

Key Takeaways:

• We chat about the rise of quick consumption video and how channels like YouTube and TikTok have changed the media landscape and producer role.
• Ever wonder what it’s like to work with big creative personalities like Will Smith and Adam Sandler? Josh gives us the inside scoop.
• We dive into what it takes to identify and communicate a brand’s core values throughout the production process.
• Josh shares why he thinks everyone should be a “good cop” and how he saves his “no’s” for when he really needs them.

Guest Bio: 

Josh Shelton is a multi-hyphenate producer/content creator working with the world’s leading brands and production companies to bridge the gap between brand identity, creative storytelling, and video production logistics. Shelton was nominated for a Sports Emmy as a producer on Netflix’s We Are The Champions and has overseen series for ESPN, MTV, PopTV, and Participant Media. For over a decade, he has been at the forefront of the digital landscape as a YouTube Award and Telly Award Winner, working as a trusted producer/showrunner for SoulPancake on a range of socially conscious branded campaigns. During the pandemic he was tapped by the Global Events and Marketing team at Twitter (1.0) to showrun/direct their marquee virtual events including NewFronts 2021. His original content for @BirdExplores has 1M+ video views on Instagram featuring original songs and videos to inspire parent-child connection. He is currently the lead Content Producer for Sundance Institute & Film Festival.

Few professionals experience career highs and lows as drastic as creatives who put their heart and soul into their work. Fortunately, Bob Bejan, Microsoft’s Corporate VP of Global Events, Production Studios & Marketing Community, has had a lot of highs — from turning the Ninja Turtles into rock stars (his voice may sound familiar to you) to signing a 5-picture interactive movie deal with Sony (a concept well before its time). Yet despite these impressive accomplishments, Bob firmly believes the quality that defines creative success is the ability to choose excellence in times of adversity. In this episode of the podcast, Bob shares his experience and advice around maintaining your self worth amidst creative criticism, meeting challenges with a positive attitude, and allowing your greatness to shine regardless of mistakes. As Michelangelo would say, cowabunga! 

Key Takeaways: 

• We discuss what it means to be “human first” at work, and how great leaders effectively balance creativity and business strategy.  
• Ever wonder what separates creatives from the pack? Bob shares what he believes is the common thread.
• We learn why experiential marketing has become the “emotional skin” of the Microsoft brand.
• Bob tells us how his background as a theater major and performer has shaped his philosophies as a creative marketer.

Guest Bio: Bob Bejan is the Corporate Vice President of Global Events, Production Studios & Community at Microsoft. He graduated with a degree in theater from University of Pacific and worked as a performer for several years before penning his own musical and writing 150+ jingles for some of today’s leading brands. Bob is responsible for not only transforming the Teenage Mutant Ninja Turtles into a rock band, but also serving as the voice of Michelangelo throughout the “Coming Out of Their Shells” tour. 

After founding interactive motion picture company Interfilm and selling several pictures to Sony, Bob was hired by Warner Bros. to help found Warner Bro’s Interactive and launch the company’s online presence. He then turned his attention and creative talent to the tech industry when he joined Microsoft as its General Manager in 1996. Bob spent twelve years in the agency business, during which time he served as CEO for Publicis Experiential for nearly a decade, before returning to Microsoft in 2014 and again in 2016. Today he is responsible for managing and creating all the brand’s experiential marketing, including overseeing the production of more than 1200 hours of television programming each month via the Microsoft studio.

Introducing your new robot assistant. Brooklyn-based AI evangelist Michael Francello explores the ethical use of AI in marketing and how responsibly embracing tech advancements can propel society forward. Tune in to learn about creator consent, the ethics of language and image model training, and how to use AI to do more than just put a cat on a skateboard.

Key Takeaways: 

• We chat about the rights of creators and the importance of consent, compensation, and transparency in AI model training.
• Weigh the value of AI in customizing marketing messages and analyzing data, against the broader societal impacts, like job displacement and mental health.
• Learn how to harness AI responsibly and the importance of skepticism, not cynicism.

Our latest guest, Sara Pion, is currently head of marketing strategy at Dandy. Business major turned bot builder turned marketer, Sara’s many hats have earned her a wealth of rich and unique experiences. After learning from growth marketing legends at Drift, Sara has since built a career around her “nerd-level” love of marketing — don’t even get her started on A/B testing! In this episode, Sara shares her expert insight into how to build communities that actually build community. She also teaches us about customer retention and finding your people in a practical yet authentic way. Get ready to take notes! 

Guest Bio:

Before recently joining Dandy as head of marketing strategy, Sara Pion led marketing teams at brands like VoiceFlow, Drift, Alice and more. She was even part of an experimental marketing team at Drift. She’s spent her career fine-tuning the way companies serve their customer base through innovative strategies and a customer-forward mindset. When she’s not leading the industry in community growth and support, she’s either admiring the oxford comma, boxing or co-hosting her professional growth and development podcast “Self Control & Cheese.” 

Key Takeaways:

• We learn why it’s best to cater to your top 10% of customers rather than the other 90%. 
• Sara shares her insightful definition of communities and how we can best serve them. 
• We discuss best practices for fostering conversations among your top fans. 
• Want to integrate your in-person events with your digital communities? Sara tells us exactly how. 
• We explore why not every company needs to have a community and whether or not creating one is right for yours. 

Despite spending years on the creative agency side working with exciting brands like PlayStation and Coachella, when Chris Maxwell made the decision to bring most of Anheuser-Busch InBev’s marketing in-house, there was only one question on everyone’s mind: Why didn’t we do this sooner? And now, as the founder and CEO of lution, Chris gets to help some of Australia’s most beloved brands do it daily. In this episode, Chris explains why having a “hybrid” agency model is the future of marketing, discusses the unexpected benefits of establishing creative capabilities in-house, and shares practical tips he uses to nurture creative diversity among his clients. Grab a beverage and “have a crack” at listening to this episode, as Chris would say! 

Key Takeaways: 

• We explore what it means to employ a “hybrid” agency model and how in-house and external teams can work together.
• Ever wonder what it’s like to shape the image of some of the world’s most well-known brands? Chris shares his experience working with Ford, Miller Brewing Co., and more. 
• We discuss the importance and impact of creative inspiration both for marketers and their entire companies. 
• Chris shares the first and most pivotal step to starting an in-house agency, plus his three-phase roll-out strategy. 

Guest Bio: 

Chris Maxwell is a senior marketer and business leader with 20 years of experience across Australia, Asia Pacific, and North American markets. Chris is founder and CEO of lution, Australia’s leading marketing transformation consultancy focused on in-house and hybrid agency models. Through lution, Chris and his team have built, run, and optimised more in-house agencies than anyone in Australia. Chris is also the Executive Chairman of the In-House Agency Council (IHAC), Asia’s leading industry body for in-house and hybrid agencies. Through IHAC, Chris and his team share best practices, build capability, and advocate for the in-house and hybrid agency industry. Prior to this Chris spent 13 years on the client side in senior marketing roles for ABInbev, SAB Miller, and Carlton & United Breweries, leading a multi-billion dollar portfolio of iconic Australian brands. 

Our featured guest is Trae Watlington, head of integrated strategy for AT&T Business at BBDO Worldwide.

We may have Matthew McConaughey to thank for Trae Watlington’s contributions to advertising and branding. After seeing a movie where the actor portrayed an ad executive, Trae realized that advertising might just be the coolest job out there (he’s not wrong). He later went to school for advertising and public relations but then his career unexpectedly changed direction. Despite interning at agencies of all sizes in his early post grad years, Trae later landed a branding position that brought all of his favorite parts of advertising together. Now, Trae has come full circle and continues to infuse innovation into building brands from scratch, renovating existing brand architectures, and everything in between with the help of integrated strategy! Get excited because this episode is more than just alright, alright, alright. 

Guest Bio:

Branding used to mean something very different to Trae, having grown up with a family who owned farmland in his native state of Texas. This “son of a preacher and a teacher” observed countless great examples of emotional intelligence at home. Since then he has found creative ways to lead teams to success simply by treating people how he would want to be treated. When he’s not spending quality time with his wife and children, Trae can likely be found having a blast at a Garth Brooks concert.

Key Takeaways:

• We discuss the blurred lines between branding and advertising into today’s multi-channel marketplace. 
• Trae teaches us about integrated strategy and why its key for making branding and advertising successful. 
• Want to keep cross-departmental yet interconnected goals moving forward smoothly? Trae tells us how. 
• We gab about how emotional intelligence plays into branding both on a business and on a personal level. 
• We learn how Trae brings humanity into his leadership style.

Marketing has changed a lot over the last twenty years, but one thing remains the same: the need for brands to connect emotionally to their consumers. That’s how Mark Meisner, director of marketing and advertising at Kwik Trip (that’s “Kwik Trip” with a “K!”), has successfully positioned the convenience store brand as anything but a convenience. In this episode, Mark shares his strategies for connecting with and building brand loyalty among Kwik Trip’s 17 million+ weekly store visitors despite today’s highly fragmented market. Whether it’s via social media influencers or sponsoring a local sports team, Mark has a knack for taking shoppers beyond the transaction and growing meaningful consumer relationships. Get ready to love this episode!

Key Takeaways: 

• We talk about why radio jockeys were the first influencers, and the role “terrestrial radio” plays in today’s digital world.
• Are partnerships with local sports teams part of your marketing plan? Mark convinces us that they should be.
• We learn about reaching niche audiences by building authentic, reciprocal relationships with micro-influencers.
• Mark shares his hot take on using AI in-store and crafting frictionless shopping experiences.

Guest Bio:

Mark Meisner joined Kwik Trip, Inc. in August of 2016 as Director of Marketing & Advertising. Mark’s background includes extensive experience in media having spent over 30 years in radio sales and sports marketing with Emmis Communications, Journal Broadcast Group, Entercom Communications and Learfield Sports. Mark oversees brand strategy and marketing fulfillment for over 850 stores including the Kwik Trip, Kwik Star, Stop n Go, Tobacco Outlet Plus and Kwik Spirits brands. Additionally, Kwik Trip’s in-house team handles all facets of the Kwik Rewards loyalty program, traditional media, sports marketing and activation, digital and social media, out of home advertising, special promotions and Kwik Trip’s private label packaging and design. Mark resides in Onalaska, Wisconsin with his wife, Cindy.

Today’s teenagers don’t just stomp off to their rooms and blast angry music when they feel unheard — they start companies that amplify their voices. At least that’s what Shaina Zafar did when she co-founded JUV Consulting, where she now serves as CMO and works alongside her (mostly) fellow-Gen Z colleagues to help brands understand Zoomers and their communities on a deeper level. And in this episode of the podcast, she’s spilling the tea on what makes this social media-native generation tick — and what gives them “the ick.” Shaina shares the biggest differences between Millennials and Gen Zers, which unlikely brands have mastered marketing to Zoomers, why the future of marketing is community-first, and much more. Regardless of which side of the “is a hot dog a sandwich” debate you’re on (yes, it matters!), this episode is for you. 

Key Takeaways: 

• We discuss what Shaina calls the “Great Reawakening” and how Gen Z is rethinking the institutions that disempower us.
• Still focused on influencer marketing? Shaina breaks down how top brands are going beyond this trend and tapping into community.
• We learn why brands shouldn’t worry about getting “canceled.”
• Shaina reminds us of the importance of authenticity and that the personal is usually political for Gen Zers.

Guest Bio:

Shaina Zafar, 23, is the Co-founder/Chief Marketing Officer at JUV Consulting. She is an American-Muslim obsessed with solving problems with human-centered design, powered by Gen Z to build creative solutions.At JUV, she oversees community building, partnership development, and thought leadership. She has authored Gen Z yellowpapers at the company ranging from topics on Gen Z Yellow to The Future of WebZ (“Web3”) and oversees their weekly trends newsletter, The Screenshot with a subscriber base of 5,000+ business professionals. She is also a graduate from the University of Pennsylvania and wrote her thesis about impactful business ESG practices and focused on Asian/Muslim advocacy work on campus. She has spoken for major brands like L'Oréal, VF Corporation, and KPMG as well as conferences like the U.S. Travel Tourism Conference. She has been quoted in the likes ofThe Washington Post, Wall Street Journal, and Business of Fashion. 

Every year on her birthday, she makes a Spotify playlist with 365 songs—customized with its own Playlist cover. If she isn’t exploring new music, you can find her searching up new fonts, cooking at odd hours of the night, or tweeting @ShainaZafar!

Follow her on LinkedIn, Instagram, and Twitter as @ShainaZafar.

This week’s featured guest is Stacia Service, Co-Founder & Design Director of Magenta Creative.

After transitioning from agency life in Minneapolis to working from home (pre-pandemic), Stacia realized she wanted to return to her entrepreneurial roots. So when some friends got together and suggested they start an agency of their own, she was all in! Not only did she love the freedom and stability that only an agency model could provide but she also worked collaboratively with her team to craft a design-first strategy. Today, Stacia leads her team in efficient brand positioning and research that gets to the heart of each unique client’s visual marketing needs. In this episode, Stacia shares her design secrets and processes every designer can use to take their work to the next level. Get ready to be inspired! 

Guest Bio:

An entrepreneur at heart, Stacia came from a family that always encouraged her to be a leader and find creative solutions to everyday challenges. Stacia draws her creativity from brands that inspire her but she gets most of her inspiration from walking around on her farm located just outside of Minneapolis. When Stacia first left her previous design agency life in the city she dove headfirst into freelancing from home long before COVID came around and made it the norm. She realized she loved her work but not the obstacles presented by freelancing so she combined her powers with other creatives to form her very own agency. Today, Stacia enjoys building high ROI design strategies and perusing the various vintage shops around her rural town. 

Key Takeaways:

• We learn the exact steps Stacia’s team uses to prepare spot-on design strategies.
• Stacia shares her insight into streamlining creative processes. 
• We discuss the importance of collaborative client research. 
• Want to create a tailor made strategy without months of research? Stacia tells all about how she and her team pull it all together. 
• We discover what happens when creatives have the confidence to put their experience together and transform an industry from within.

“Marketing science” may sound intimidating, but according to Blair Roebuck, it has more in common with 8th grade science than you might think. In this episode, Valtech’s VP of marketing science and Forbes 30 Under 30 winner Blair shares how she discovered her passion for applying data insights to enhance digital experiences and ways she helps organizations transform their data into dollars. She reveals that brands that focus less on monetary transactions and more on harnessing data as currency are shaping the future of retail, and explains why 360-degree personalization is the key to customer satisfaction. Whether you’re still learning to trust data or well-versed at experimenting with your company’s KPIs, this episode is a must-listen!

Key Takeaways: 

• We discuss beacon technology and how it’s shaping the store of the future.
• Does your brand offer experiences that are worthy of consumer data? Blair shares how it’s done.
• We learn about the three distinct types of data-driven personalization.
• Blair explains why modesty and humility can (and should!) co-exist with grit and drive.

Guest Bio:

Blair Roebuck is the Vice President of Marketing Science at Valtech. The practice serves as the data & analytics arm of Valtech’s technical & creative offerings across North America with analysts residing in Canada, the United States, Mexico, Brazil & Ecuador.

Through data curation, analysis, and strategic thinking, Blair seeks to drive measurable results. With a specialization in data & ROI, Blair’s areas of expertise include personalization, optimization, analytics & data strategy to unleash the potential of digital for her roster of Fortune 500 clients.

Outside of work, Blair is passionate about supporting the next generation of leaders and empowering women in technology. She is a guest lecturer at George Brown College, as well as a committee member & volunteer at Tech_Girls, a program that teaches girls ages 8-11 the basics of coding and career options in technology. She has also recently been named in the Forbes 30 under 30 Class of 2023.

From email notifications and social networks to household chores and current events, the world moves faster than ever, and our attention is pulled in dozens of directions each day. Staying focused and in the moment is a major struggle that can impact our relationships with our colleagues, our customers, our loved ones, and even ourselves. In this episode, Lucy Hitz, Director of Content at Ally.io (now part of Microsoft), shares her advice on how marketers can stay “radically present” each day, whether navigating a company acquisition (Lucy’s been through two!), understanding ever-evolving buyer personas, or balancing a career with a new baby.

Guest Bio:

Lucy Hitz is Director of Content at Ally.io, an OKR software that helps businesses turn goals into results. In October 2021, Ally was acquired by Microsoft, marking the second major acquisition in Lucy’s career (so far!). Previously, Lucy was Head of Marketing Communications at Simply Measured, which was acquired by Sprout Social. When she’s not building industry-leading content strategies, Lucy is busy doing yoga or spending quality time with her new baby.

Key Takeaways (up to 5): 

• How can you truly understand and reach your marketing personas? Lucy reminds us that personas are people, and the best way to connect with them is by taking the time to lead with empathy. 
• We explore ways to ensure your content resonates with and stays true to your audience.
• We discuss how setting objectives and key results (OKRs) can help you be more present in both your personal and professional life.
• Lucy shares her experience going through two major acquisitions, one by Sprout Social and another by Microsoft, and how they taught her to be “radically present.”

In the age of multitasking, podcasts seem to be more popular than ever. Lucky for us, our next guest, Elaine Appleton Grant, is somewhat of a storytelling and podcast expert. After years of working in public radio, Elaine shifted her focus to help nonprofit and social impact organizations share their mission through podcasting. In this episode, we dive into the root of why podcasts are so popular today and how they can be incredibly beneficial for mission-driven organizations. We discuss how audio is the “most visual of mediums” as well as the beauty of intimacy that storytelling brings. In a world with never ending distractions, podcasting has become a tool for many organizations to share meaningful stories. Check out this episode to learn new insights on how to be a better storyteller and more!

Guest Bio:

Elaine Appleton Grant is the CEO of Podcast Allies, a training, development and production company serving large nonprofits and social impact organizations. She is the host and executive producer of the podcast Sound Judgment. A lifelong journalist, she worked for Boston’s WBUR, NH Public Radio and Colorado Public Radio. She wrote and produced Wondery’s hit show Business Wars Daily and wrote the Tulsa Race Massacre series for American History Tellers. Her TEDx talk about the Tulsa Race Massacre has been viewed close to a quarter of a million times.

Key Takeaways:

• We learn what questions you should ask yourself when considering starting a podcast
• Elaine, Nick and Mac share some of their favorite podcast recommendations!
• We discuss examples of how podcasting can be a useful tool to invite listeners into the nuances of a charitable or social impact organization.
• Curious why people prefer podcasts over other mediums? Elaine shares helpful insights from focus groups.

This week, we’re joined by President & CMO at Cactus, Jeff Graham. With extensive agency experience, Jeff brings an incredible perspective of the true role of the account service department and how their work can drastically improve the creative quality and output of any agency. Jeff shares stories from his previous life at Crispin Porter + Bogusky, as well as insights into the incredibly meaningful work he’s leading at denver-based Cactus. We dive into how mission driven marketing comes to life in the agency world, fabulous advice that Jeff has for others in the industry and so much more! 

Key Takeaways:

• Did you know that men are 4x more likely than women to die by suicide? Jeff shares the work him and his team are doing to help solve this difficult problem. 
• Jeff shares how deep his passion is for one of the agencies he previously worked for – which may or may not have resulted in a tattoo!
• We discuss how account reps can best support their creative counterparts in the agency world.
• Jeff speaks to the importance of work that focuses on behavior change. 

Guest Bio:

Jeff Graham is President & CMO of Cactus, a strategically-led creative agency specializing in consumer behavior change. Prior to Cactus, Jeff was SVP, Managing Director at Barkley, and co-founder, Managing Director of Boulder creative boutique Grenadier. Jeff brings 30 years of agency experience leading account teams in some of the country’s most creatively-driven agencies including Crispin Porter Bogusky, Arnold Worldwide, TBWA\Chiat\Day, and CORE. Jeff's account experience spans some of the world’s most iconic brands—Microsoft, Volkswagen, Jack Daniel’s Tennessee Whiskey, Best Buy, NFL, Gibson Guitar, Virgin Mobile, Bass Pro Shops, Indian Motorcycle, Under Armour, and Old Navy (as interim CMO). 

For decades, Jeff has taught university students and mentored young account services professionals on the art of 'Creative Account Leadership'. By creating the conditions on every project and every account where bold, culture-changing creative ideas can thrive, the account function can play a crucial role in improving creative output and driving brand growth. He's been an adjunct professor at both the University of Colorado-Boulder and the University of Missouri-Columbia; and he's a frequent guest speaker for ad clubs nationwide. 

A native of St. Louis, Jeff is a graduate of the Missouri School of Journalism (BJ) and St. Louis University’s Chaifetz School of Business (MBA). He's a classic car enthusiast, cancer survivor, lucky husband who outkicked his coverage, proud dad to 4 amazing girls, volunteer/board member for several non-profit and charitable organizations, a board member for the One Club-Denver, and past president of AdClub Colorado (AAF).

This week’s featured guest is Jimmy Sansone, co-owner of The Normal Brand. 

Growing up as one of ten siblings in the Midwest wasn’t always easy but Jimmy Sansone made the most of it. Thanks to support from his entrepreneurial parents, the St. Louis native banned together with his brothers to form companies that did everything from sealing driveways to selling Poinsettias. After starting his career in investment banking, Jimmy realized his calling was in fashion when he went shopping for a “normal” shirt and couldn’t find one. Today, Jimmy and his brothers are back in business once more with a clothing brand built on authenticity and a rock-solid team. In this episode, Jimmy teaches us exactly how he pulls it all off despite the obstacles business owners face. You won’t want to miss this inspiring discussion! 

Guest Bio:

A businessman at heart, Jimmy always knew he was destined to succeed even when he was first working out of his parents’ basement. After his own journey to buy a normal shirt led to him making one of his own, people began taking notice of Jimmy’s clothing and asked for orders of their own. He didn’t know anything about supply chains or making clothes but the support of his family and friends drove him to make it happen. Today, despite being the Midwestern underdog in our modern coastal-centric fashion industry, Jimmy and his exceptional team have come together to create a product and a work culture they all truly believe in. 

Key Takeaways:

• We learn that building a great team means putting your own ego aside. 
• Jimmy shares his insight into creating authentic marketing that goes beyond the buzzword. 
• We discuss why having a strong support system is the foundation of any successful business. 
• Want to build a brand where employees will want to spend their entire career? Jimmy shares what he looks for when hiring. 
• We explore what happens when you plan your content marketing around your life instead of the other way around. 

This week’s featured guest is Ben Weaver, vice president of commerce, licensing, and consumer products at Morning Brew.

While Ben was attending college in Texas, he got an eye-opening look at how one design firm catered to ad agencies and marketing firms. Learning the ideologies behind successful campaigns from that experience helped give him a leg up when he was later thrown headfirst into product marketing at Chive Media Group. Although he worked in strategy, Ben helped formulate and support many of the brand’s early marketing campaigns. Fast forward to today and you’ll find him in hot pursuit of his new goal: figuring out how to turn big fans of Morning Brew’s content into paying customers. In this episode, we cut through the clickbait and get straight to the lessons within Ben's winning methodologies. Get ready to tell all your friends about this forward-thinking lesson!

Guest Bio:

A lover of Texas and dogs, Ben has had plenty of opportunities to grow with powerful brands throughout his career. The words he lives by are “simple is best.” This minimalist mindset has taken him far in both his personal and professional lives. For Ben, the pandemic shed light on his former workaholic habits while also giving him the opportunity to recommit to the people (and furry friends) he loves most. Ben has since found more balance, confidence and success as a result of his self-mastery. 

Key Takeaways:

• We learn the difference between natural and unnatural-sounding native marketing. 
• Ben shares his insight on which email marketing KPIs matter most.
• We discuss the importance of keeping it simple and throwing out all the rules. 
• Ben tells us about the #1 marketing tactic his favorite brands all use – something you can take to create an email newsletter people will actually look forward to reading. 
• We discover what happens when creativity overcomes red tape.

Marketing in a sensitive industry like home healthcare can be a challenge, but for Sara Cook, Marketing Director of Brand Management and Content at Homecare Homebase (HCHB), the key is caring about what matters. Whether sitting side-by-side with doctors and nurses in her early days as a traveling implementation consultant or wrangling creatives in her current role, Sara lets empathy lead the way. In this episode, she shares how she boomeranged between creative and technical positions before striking the perfect balance, how she communicates with her team (sometimes a picture is worth a thousand words), and why she loves car commercials. Ultimately, Sara tells us, the best marketing message is about making someone’s day better — so listen up for a mood boost!

Key Takeaways: 

• Sara tells us how working as an implementation consultant taught her what users really care about (and that marketers don’t always get it right).
• We talk about the commercials that make us cry — and why those heartwarming ads work.
• Are you more left-brained or right-brained? Sara shares how she harnesses both creativity and organizational skills.
• We discuss how the pandemic shone a spotlight on home-based industries and generated lasting change.

Guest Bio: 

Sara is the Marketing Director of Brand Management and Content at Homecare Homebase (HCHB), a software leader for home-based care agencies. With past marketing and project management experience, Sara enjoys integrating a mix of creativity and analytical skill in this role. She has a degree in Integrated Marketing Communications from ACU and worked in marketing, graphic design, and photography before joining HCHB in 2009 as an implementation consultant. She later moved into project management on the implementation team where she could put her knowledge of the product and organization skills to work. When the opportunity arose to join the HCHB marketing team in 2018, Sara jumped at the chance to get back to her marketing roots — she started as a product marketing manager and was later promoted to her current director role.

Always looking for opportunities to broaden and share her knowledge, Sara participates in many programs with Smartsheet, including: Smartsheet Overachievers, Marketing Advisory Council, Early Adopters Program, and more.

Believe it or not, it’s been a full year since we launched the Brand Collective Podcast, and we are full of gratitude and ready to celebrate! In this special bonus episode, we’re taking a look back at all the laughs, tears and nuggets of wisdom (plus discussions about exotic cheeses?!), as well as reflecting on all the amazing guests we’ve been honored to have joined us. Happy one-year anniversary and hopefully many more to come. Cheers, friends!

Sarah "Val" Valente of Berklee College of Music talks about the importance of spotlighting student creativity and nurturing artistic growth when marketing creative institutions. Tune in as we chat about tailoring marketing to students and alumni, creating local creative ecosystems, and being in the business of supporting big dreams.

Key Takeaways: 

• We talk about marketing tailored to creatives in multiple stages of their journey, from student to parent to alumni.
• Learn how Berklee achieves long-term brand appeal by ensuring their degrees support students beyond their time at school.
• We explore the impact and responsibility of creative institutions who ethically support the dreams of their students and faculty.

Being discovered by Whole Foods at a local Farmer’s Market. Appearing on Shark Tank 9 months pregnant. Launching a rebrand during a global pandemic. Going viral on TikTok overnight. While any of these events may seem like a wild ride to most, for Texas-based mom of three and Poppi Co-founder Allison Ellsworth, it’s just another day in the life — and she thrives in the chaos. In this episode of the podcast (our 50th, to be exact!), Allison shares her inspiring journey from experimenting with apple cider vinegar in her kitchen to crafting a best-selling soda replacement that landed at #1 on Amazon’s hot new products list. Whether she’s telling a personal story on TikTok or taking a Zoom call from the labor and delivery room, everything Allison does is authentic — and usually a family affair. So grab your favorite Poppi flavor and get ready to enjoy some realness!

Key Takeaways: 

• We talk about what it takes to stay true to your brand vision and identity while undergoing exponential growth.
• Ever wonder what it’s like to appear on Shark Tank? Allison gives us the inside scoop.
• We discuss the challenges and benefits of blending one’s personal and professional lives.
• Allison tells us how she “hacked” the TikTok and Amazon algorithms to sell $2.2 million worth of Poppi last Prime Day.

Guest Bio: 

Allison Ellsworth is the Co-Founder and Chief Brand Officer of Poppi: a delicious, better-for-you soda made with clean ingredients. Struggling with a variety of health issues, she created Poppi after discovering the health benefits of apple cider vinegar (ACV) and experimenting in her kitchen to make it taste great. From the farmers market to a shark tank deal and now in retailers nationwide, Poppi quickly became one of the fastest-growing non-alcoholic beverages in the U.S.

Ellsworth leads the Austin-based beverage company’s overall brand strategy and innovation. She pioneered the brand’s cultural cache and digital-first approach, attracting a loyal community of over 400K followers and celebrity brand fans including Noah Beck, Russell Westbook and J.LO. Within 24 months, Poppi was awarded BevNet’s “campaign of the year”, went viral on Tiktok with 1B+ page views, and ranked #1 on Amazon search for “soda”

This episode’s featured guest is Mike Bordieri, senior marketing consultant at LinkedIn. 

Mike started his marketing journey right out of college when he worked as a writer covering the blue green algae at a content marketing agency in Boston. After realizing his love for flipping people’s expectations of what is or isn’t boring, Mike learned more about how to use content to meet a specific, measurable result as a content manager for a boutique real estate company in New York. Then, he found himself in a pressure-cooker-agency environment that gave him amazing opportunities to travel and interview high-profile entrepreneurs including Colin Powell, Ken Burns and Drew Bledsoe. He has since gone on to work with media giant, Bustle, as well as small SaaS startups before landing at his current position. Today, Mike has taken his hard-earned knowledge of what makes great content with him to LinkedIn where he puts his understanding of biz dev strategies and marketing to work. We dare you not to feel motivated after hearing the rest of his story!

Guest Bio:

Never tell Mike Bordieri you find B2B boring. A storyteller at heart, Mike has always been fascinated by topics that others consider mundane—from non-flowering aquatic plants to electric grids to human waste and everything in between. He enjoys using his writing skills to bring people into these worlds and help them uncover a passion they never knew they had in the first place. As a self-described intense person, Mike has spent many years thriving in the fast-paced environments, agencies and media giants in New York City. Today, Mike has moved from content to strategy and, in an unrelated twist, from New York to Los Angeles where he enjoys his new love: tennis. 

Key Takeaways:

• We learn how to improve the performance of branded content to create thumb-stopping assets. 
• Mike shares his formula for writing viral stories about the strangest things. 
• We discuss the importance of passion when it comes to content. 
• Want to create content that wins over audiences and search engines alike? Mike dishes on his personal strategy. 
• We discover the #1 question marketers need to ask themselves in order to create content that truly stands out.

Sometimes we just have to trust that all the dots in our life will connect. And for English major turned experiential marketer and founder/creative director of Crush Studio, Lacey Hoff, they definitely did. In this episode, Lacey shares how working as a technical editor who got in trouble for talking too much led first to a production assistant job at a museum-design firm and then a magical gig helping Universal Studios bring the Wizarding World of Harry Potter to life. Since then, Lacey has had an exciting and rewarding career crafting moments and creating spaces that allow corporate brands to emotionally connect with consumers and people to open up and enjoy themselves. From finding ways to marry real-life and digital inspiration to moving quickly when the universe gifts you a brilliant idea, Lacey offers insight into creating marketing experiences that surprise, delight and transport audiences. Buckle up for this educational yet highly entertaining episode!

Key Takeaways: 

• Have you ever wondered how brands like Zappos or Mike’s Hard Lemonade create “Instagrammable” moments? Lacy tells us how! 
• Lacey shares why simply asking team members “what’s new?” can lead to big and bold creative ideas.
• We discuss why the best things in life are messy.
• Lacey reveals her predictions for the future of experiential design, including the roles that she expects AI and the metaverse to play.

Guest Bio:

Lacey Hoff is the Owner and Creative Director of Crush Studio, a design and production company that creates unique events and hospitality experiences for world-class brands. Crush brings brands to life by combining immersive spaces with engaging programming —all while making sure that content captured by guests or photographers is camera worthy. 

Lacey fell in love with the idea of transporting guests into other worlds during her first job as a production assistant with a museum-design firm. After gaining international marketing and branding experience through stints with both Universal Studios’ Creative and Warner Bros., Lacey combined her skillsets in Experiential Design. She went on to spend six years as the Design Director for an event agency in LA and NYC, executing events for brands such as Harry Potter, Zappos and DC Comics. With an intense desire to be more hands-on and “in the studio,” Lacey founded Crush Studio in 2016 so that she could build a team focused on the design & production process.   

After a major setback with the rest of the world in 2020, Crush has now rebuilt itself to a team of 12. Their brand client list includes Netflix, Disney, Chase Sapphire, Dropbox and Shutterstock. 

When Lacey isn’t on an event site using coded walkie-talkie speak or working on a home remodeling project, you can find her practicing Spanish south of the border, preferably somewhere with salty air and big waves.  

This week’s featured guest is Patrick O'Rourke, senior brand manager at Hasbro. 

A lifelong fan of gaming, toys and collectibles, Patrick seemed destined to join the Hasbro team from an early age. But this hero’s journey was a bit more complicated than that. From graphic design to social media to Dungeons & Dragons to brand managing, Patrick has built a career on finding the fun in whatever he does. In this episode, Patrick shares his expert insight on how to effectively market to diverse target audiences. He also teaches us why positive word of mouth should be a priority in every business and how to magically get more of it. You won’t want to miss this Critical Hit!

Guest Bio:

After studying graphic design and creative advertising in school, Patrick began taking on social media at various startups. Meanwhile, the native Chicagoan pursued his love of comedy and D&D through a gaming podcast that eventually led to his own production company. It was at this point that he attracted the attention of gaming industry giant Hasbro and joined the team. Today, when Patrick isn’t building welcoming communities for Hasbro’s customers he can be found hosting Kickstarters for nostalgic board games or playing guitar and singing sad lyrics to his favorite pop punk songs. 

Key Takeaways:

• We learn that a brand is not what you say, it’s what you do.  
• Patrick shares his insight into building worlds for customers that are welcoming and magical. 
• We discuss following what you’re most passionate about and creating what you wish you could see in the world. 
• Want to propel word of mouth marketing? Patrick shares his strategy.
• We explore what it means to be a marketer in today’s digital world.

Episode Summary:

This week’s featured guest is Tatiana Alexandra, freelance creative producer and photographer. 

Since graduating as an exercise science major, Tatiana has had an interesting and inspiring journey to her current role. She spent most of her immediate post grad years trying to find her calling. But it wasn’t until a friend asked her to speak on the topic of feeling lost that she reflected on her true desire: creativity. Armed with this north star and a newfound sense of play within her work, Tatiana took on a variety of roles—ranging from modeling to sales—that all allowed her creativity to flourish. Today she enjoys the many different projects she gets to do as a creative producer and draws on all of her skills and past experiences to succeed. In this episode, Tatiana explains why being perpetually curious is key. Take a listen to unlock your own curiosity!

Guest Bio:

Tatiana is a freelance creative producer and photographer who manages creatives using the skills and lessons she picked up after feeling “lost” in her 20s. Tatiana had no clue what she wanted her career to look like post grad. And thank goodness for that! After taking the time to explore all the possibilities and follow her curiosity, Tatiana has been able to create the blossoming freelance career she has today. When she’s not balancing budgets and orchestrating shoots, she enjoys traveling. Recently she had the opportunity to visit Europe by herself where she enjoyed the full experience of becoming a “lightning rod magnet of amazingness”!

Key Takeaways:

• We discuss why curiosity is the secret sauce behind creative success. 
• Tatiana shares how brands can be proactive rather than reactive on creative projects. 
• We chat about how to get into the production space. 
• Want to know how to navigate a male dominated space?? Tatiana shares how being yourself is your best bet. 
• We explore why being lost can be one of the best ways to find yourself.

Corporate event planner turned candle business founder, our latest guest, Erika, manifested her dreams during the pandemic. After the nature of corporate events changed entirely, Erika decided to lean into an experience-based concept by creating a candle studio. The Weathered Wick is all about creating genuine, catered experiences for their guests. In this episode, we dive into how Erika started a business from the ground up and discuss some of the challenges she faced along the way. We unpack the importance of remaining true to yourself and how social media helped her have a successful first year. This episode is jam-packed with helpful advice for anyone dreaming of starting their own business! 

Guest Bio:

An entrepreneur and type-a creative - Erika is the Founder & Owner of The Weathered Wick Candle Studio. She founded The Weathered Wick with a mission to bring joy to people through the experience of creating something beautiful. The word “weathered” means to withstand, a nod to her resilience & journey. She spent the past 8+ years as a professional event planner and working her way up through corporate America, only to realize she wanted to pave her own way. And that’s when WWCS transitioned from a dream to a sleek, timeless reality.

Key Takeaways:

• We discuss how you can effectively gather business inspiration from your own experiences. 
• Do you have the itch to start your own business? Erika shares how she got the courage to take the leap of faith. 
• We learn the importance of remaining authentic to yourself while crafting a brand from scratch.
• Erika shares why in-person experiences are more important today than ever before.

Hanna Whirty is the marketing director at Icelantic Ski company, where she focuses on cultivating a community of people with a genuine love for the outdoors and skiing. She has a passion for the great outdoors and loves adventure. Before joining Icelantic, Hanna worked the agency grind where Icelantic was one of her clients. Knowing the client was slipping away from the agency, Hanna was bold enough to ask the owner of the company to hire her. It worked out, because now she’s been in-house at Icelantic, a local, independent and female-run ski company, for the past 3 years making an impact on the brand through new and exciting marketing tactics.

Episode Summary: 

In this episode, we’re excited to chat with Hanna Whirty, marketing director at Icelantic Skis. Hanna gives her adventurous perspective toward marketing and the downhill sport, how to keep your brand real and authentic and shows us how to consistently fight for what you believe you deserve. Her approach to making an intense sport more approachable is fun and relatable. Also, learn how to navigate making a sustainable product. Tune in to hear more of what Hanna has to say!

Key Takeaways: 

• Hanna shares how to build a brand through art and community.
• We discuss how keeping it real and authentic is easy when you stand behind the brand you market.
• Hanna shares how she’s cultivated a community of loyal customers and how taking risks by trying new things can reap major benefits.
• How striving for progress not perfection has allowed the company to make big strides toward getting climate neutral certified.
• We learn how consistently fighting for what you want can get you the dream job you deserve.

Even if you don’t believe in kismet, it’s tough to deny that Chelsea Pyne was destined to be creative from the moment her graphic designer dad put her baby picture on the cover of his company’s software packaging. After a close call as a music producer, Chelsea landed her dream job at renowned media and production company SoulPancake, after which she went on to become senior visual designer for GoodRx. In this episode of the podcast, Chelsea shares her thoughts on the differences between art and design and why it’s not only possible but also essential to balance the two. From making “angsty” pop band posters in junior high to navigating mental health challenges mid-career, Chelsea chats about all the ways her feelings have impacted her creativity and vice versa. 

Key Takeaways: 

• We talk about what it’s like to navigate the creative world as an outspoken woman. 
• Ever wonder how mental health impacts creativity? Chelsea opens up about her journey to becoming a more productive designer.
• We learn about Chelsea’s fun creative side project — prepare to be hungry!
• Chelsea discusses her affinity for mission-driven companies and her most meaningful projects to date.

Guest Bio:

Chelsea Pyne is a magic maker + a risk taker. With design pulsing through her veins, she’s grown her craft and career over the past 15 years—with the privilege of starting in high school. Currently at GoodRx, as Senior Visual Designer, she brings creativity and storytelling to the sometimes bland and complex healthcare world. She uses both of her passions, design and social justice, to delight users in online experiences. Chelsea prides herself on being an adaptable designer going from entertainment, ad agency, music, and tech worlds.

Anyone who has worked in the creative industry knows that no two roles are the same. From agencies big and small to in-house gigs across a variety of industries, creative roles can vary greatly. Miranda Miller, senior marketing designer at Brandfolder, shares her creative journey and the lessons learned as she has grown throughout her career. In this episode, Miranda shares her insights on how her agency experience coupled with her love for working with her hands has turned her into the designer she is today. She touches on how being thrown into the fire taught her to trust herself and how she's learned to appreciate the criticism and critiques received along the way. Miranda is the creative visionary behind so much of what we do here at Brandfolder, and we’re excited to share a bit of her journey with you all!

Miranda Miller, senior marketing designer at Brandfolder, started her creative career with a BA in Creative Advertising from Michigan State. Following school, she took a leap of faith and moved to Colorado on a whim. Her talent landed her a role as an agency designer at Crispin Porter Bogusky, where she worked on high profile brands such as Dominos, Hotels.com, and American Airlines. With a healthy mix of big and small agency experience throughout her career, Miranda brings a fresh perspective to the B2B SaaS world, helping Brandfolder to stand out to marketers and creatives alike.

A podcast about our favorite brands featuring stories from the marketers and creatives behind them. Here's a preview of what's to come!

 In a fast-paced, creative career like copywriting, you have to be able to think on your feet — a skill Winston Noel, Associate Creative Director at Ogilvy, first learned as an improv comedian. Offstage, saying “yes, and” to ideas and opportunities has been the cornerstone of his career journey. In this episode, Winston shares how he went from managing the Twitter account for “Dancing with the Stars” (back when it had 99 followers) to shaping major campaigns at a world-renowned advertising agency. He reveals how a background in improv — the ultimate masterclass in collaboration and navigating feedback — has made him a better creative thinker and partner. Tune in to this star-studded episode to learn more about teamwork, overcoming writer’s block, and what it’s like to have your script marked up by the great Stanley Tucci.

Key Takeaways: 

• We talk about how to keep critical feedback from sinking in — and the secret to refilling your creative tank.
• Ever wonder what it’s like to work on campaigns with celebrities? Winston takes us behind the scenes.
• We discuss why some brands are better at being funny, and why comedy and copywriting don’t always mesh.
• Winston shares what makes a great creative partnership work.

Winston Noel is an Associate Creative Director at Ogilvy, managing high-profile clients like Philips, Instagram, S. Pellegrino, and the ERA Coalition. Beyond his expertise in copywriting, he co-created and starred in the popular comedy podcast Mission To Zyxx. Additionally, he performs regularly at the Upright Citizens Brigade Theater.

Chief Brand and Creative Officer Tim Hoppin discusses the evolution of SAP’s creative culture and brand during a multiyear transformation. We break down the difference between “brand” and “branding,” what it’s like to rebrand a 50-year-old company to stay relevant and modern, and why authenticity and human-centered creativity are more important than ever.

Key Takeaways: 

• We chat about the vulnerability of being creative. 
• We explore brand strategy and why branding is more than just the messaging and the visuals.
• Tim details how creating a safe space for criticism elevates creative culture.

Episode Summary:

If you’re a music lover, chances are you’ve heard of a little brand called Spotify. In this episode, we’re lucky enough to get a peek behind the scenes from Naomi Barnett, editor of Spotify’s digital newsroom, For The Record. Naomi shares their appreciation for all things organization and how they’ve been able to combine the left and right sides of their brain to uplevel their creative output. They share a refreshing perspective on their ability to stay organized with intricate checklists while also making space for creativity. If you’re under the assumption that chaos is a guaranteed part of the creative process, then this episode is for you! 

Guest Bio:

Naomi Barnett is an editor at Spotify’s digital newsroom, For The Record. After originally wanting to go into publishing, Naomi combined their passion for telling stories with their deeply rooted admiration for organization and pivoted into a career in content marketing at Group SJR. During their time on the agency side, Naomi honed their project management skills, learning to stay organized while creating time and space for their own creative content production. After a few years at Group SJR and some time spent working on the Spotify account, Naomi transitioned over to Spotify’s in-house team. Outside of work, you’ll find Naomi running, writing poetry, and providing some killer music recs! 

Key Takeaways:

• We discuss how honing your ability to stay organized has the ability to make you even more creative.
• Naomi shares some of their top music recommendations.
• We learn about some of the most exciting projects in the works at Spotify.
• Did you think Spotify was just a music and podcast app? Naomi shares their insider knowledge on For The Record and the incredible content at Spotify you may have never heard of.

Bridging the gap between the artistic aspects of marketing such as design and the harder skills like data analysis often feels scary and unnatural for creatives. But according to theater and improv student turned Cineverse SVP of Marketing, Lauren McCarthy, it’s all about finding the story. In this episode of the podcast, she shares how tying all marketing activities back to storytelling and approaching persona research as character writing has enabled her to connect the dots across Cineverse’s many diverse properties, from Bob Ross’ “happy little” streaming channel to the most trafficked horror site on the web, Bloody Disgusting. Tune in to hear how Lauren’s product marketing approach to branding and habit of saying “yes, and” enabled her and her lean, mean marketing team to successfully rebrand Cineverse and consistently power the future of entertainment.

Key Takeaways: 

• We discuss strategies for building a powerhouse marketing team from the ground up, including how to create a “team charter.”
• Ever wonder what improv and marketing have in common? Lauren’s got your back…
• Lauren shares how going back to school to get her master’s degree during the pandemic impacted her career.
• We dig into some of the craziest yet most successful ideas the Cineverse marketing team has said “yes” to recently.

Guest Bio: As Senior Vice President of Marketing, Lauren is responsible for telling the story of Cineverse; overseeing the strategy and execution of all marketing, communication and creative initiatives for the company. Lauren and her customer-obsessed team build engaging and effective brand and consumer narratives – supporting revenue generators with measurable, data driven results. 

Lauren brings over 15 years of entertainment and technology experience to her work, including senior roles at SaaS startup Tangelo.ai, Broad Green Pictures along with various marketing, product, creative strategy and filmed entertainment positions. Additionally, Lauren is an advisor to the top-rated entrepreneurial course, “NUVention: Arts & Media” at Northwestern University’s McCormick School of Engineering.

Not all journeys start with a glamorous destination — some start on Craigslist. For Dan Rosenbaum, Vice President of Global Marketing at San Francisco Travel, answering a Craigslist ad kicked off thirteen years (and counting) of innovative destination marketing. In the rise from social media manager to VP, Dan learned to seek out opportunities to expand his skillset. In this episode, he shares how he volunteered to explore Facebook advertising in its early days, how he responds to challenges with meaningful campaigns, and how he finds ways to amplify what locals love about San Francisco. Come to this episode for Dan’s expert take on the evolution of social media marketing, stay for his unmissable San Francisco restaurant recommendations!

Key Takeaways: 

• We talk about the keys to career growth in marketing, from going deep in your niche to using data to make an impact.
• Worried about original social media content? Dan tells us how leveraging user-generated content (UGC) leads to authentic engagement.
• Dan shares how he captures the DNA of San Francisco as a hub of innovation and creativity — and introduces its most famous celeb, Karl the Fog.
• We discuss how Dan and his team adapted in one of the industries hit hardest by COVID-19.

Guest Bio: 

As the Vice President of Global Marketing at San Francisco Travel, Dan leads a dynamic team dedicated to showcasing San Francisco as a compelling world destination. With a keen focus on marketing communications, Dan and his team orchestrate strategies across various paid and owned channels to captivate audiences and drive visitor engagement from inspiration to booking. Drawing from over 16 years of experience in marketing and management, Dan has honed his ability to leverage content, digital advertising, and social media to create impactful campaigns that resonate with global audiences. In addition to his professional pursuits, Dan is fueled by his love for craft coffee, a curated playlist of uplifting tunes, and an ever-expanding library of books. He satisfies his wanderlust through culinary adventures near and far, always seeking out his next best meal.

Our featured guest is Molly Shapiro, senior art director of IMDb and creative director and founder of her own company, Studio Vesper.

Molly went from working as a hairstylist in a salon to a hairstylist on photoshoot sets to a graphic design student before she realized that she’d rather create her own artistic vision than carry out someone else’s. So when she finally settled on becoming an art director, she knew for sure she’d found her calling. Today, Molly has leveraged her previous career experience to develop the four pillars of authenticity in branding, which serve as a guiding light for her and her team of marketing specialists. In this episode, Molly talks about how to connect with Gen Z and engage various personas by sharing her personal framework (and a handy worksheet!). Your mind(set) is about to be blown!

Guest Bio:

Molly has always been a creative destined for leadership. The Los Angeles native first started as a hairstylist but once she got a taste of life on set she realized she wanted to work on photoshoots instead. Her experience taught her more about the creative process and ultimately led her to graphic design school. She realized quickly after enrolling that art direction was her real dream. Using all of the lessons and experiences of her past, Molly dove headfirst into “big fish, little pond” freelancing jobs she later leveraged in the “big fish, big pond” role she holds today. Next up for Molly: moving to Charleston, South Carolina for six months to enjoy coastal living and dolphin sightings!

Key Takeaways:

• We take notes on Molly’s four pillars of authenticity in branding and how to use them. 
• Molly divulges her insight into how perfectionism holds brands back from doing the real work. 
• We gab about how past careers fuel current job success. 
• Want to attract more Gen Z customers? Molly shares what she knows about how younger generations interpret marketing these days. 
• We explore how Molly builds out marketing campaigns and creative ideas.

Dave Stangle is a self-described dog person. And so is the audience of BARK, where he’s VP of Brand Activation. Instead of sticking to the usual marketing playbook, BARK dove into what dog lovers truly crave and delivered with flair — think BARK Air and buzz-worthy campaigns. Dave’s insight? The real marketing magic lies in truly knowing your audience. It’s all about blending genuine understanding with creativity to create something exceptional.

Key Takeaways: 

• Dave shares why he thinks the top marketing metric is affinity and just how important it is in building a brand.
• We chat about why Dave’s biggest learning from working at BARK is maintaining an entrepreneurial spirit.
• Dave details how dogs have evolved to be part of the family, leading BARK to create a whole world of fun and engaging content for pups and their people.

Influencer marketing may still be a mystery to many, but lucky for brands and creators alike, Christian Brown has cracked the case — and he’s sharing everything he knows on this episode of the pod. Tune in as the Forbes 30 Under 30 recipient discusses his journey from traveling the world, sleeping on friends’ floors, and helping them monetize their social media followings to co-founding Glewee, a successful end-to-end creator marketing platform. From navigating clients’ generational differences to leveraging Agile product development processes, Christian talks about what it takes to bridge the gap between brands and creators and bring real value to the creator economy. Grab a can of bubbly water (Christian’s OLIPOP obsession is real) and give this episode a listen! 

Key Takeaways: 

• We go on a “time warp” back to 2016, before influencer marketing was a twinkle in Mark Zuckerberg’s eye.
• Which brands do influencer marketing really well? Christian shares his top picks.
• We learn all about inspiring confidence in and making connections between brands and influencers. 
• Christian explains why he would advise his younger self to “keep going crazy.”

Guest Bio: 

Christian Brown is the Forbes 30 Under 30 co-founder and chief marketing officer of Glewee, the easiest and fastest all-in-one influencer marketing platform that connects brands and creators through collaboration and paid social media brand deals.

As a co-founder and the brand’s marketing leader, Brown works closely with the CEO, Dylan Duke, to scale Glewee from its early days of sticky note ideas into the fully-fledged brand it is today. Centered around community, innovation and fluidity, Glewee’s entire brand evolution and refinement have been the labor of love for Brown since the company’s founding in 2021. From crafting the image and cultural identity internally as a team to building out the public perception from the ground up, Brown channels his passion daily into ensuring all aspects of the brand align seamlessly with Glewee’s larger vision. Alongside these responsibilities, Brown leads the sales and marketing department of ten people, a carefully selected cohort of like-minded Gen Z innovators collectively focused on growing an industry-disrupting platform. He also oversees user efforts and the community experience. These endeavors have resulted in a user base growth from 0 to thousands of pre-vetted verified influencers, bringing more than 2.0B net social media followers and hundreds of active brands over the past year. In addition, his marketing efforts have resulted in over 20,000 downloads (and counting) of the Glewee App and thousands of paid brand deals through the platform in the first year since launching in the fall of 2021. A natural creative, Brown also enjoys mastering the art of Adobe Photoshop and writing copy for Glewee’s ad-creative, blog, and social media pages.

Outside of Glewee, Brown treasures life experiences, time with his close friends and writing. Although his childhood dream was always to leave his small town as soon as possible, he now delights in telling you how much he enjoys saying, “I’m going home for a bit,” evoking the imagery of Massachusetts and his New England upbringing. Like so many children of the social media era, the Internet opened a whole new world for Brown, bringing him rich experiences, friendships and environments that have shaped him as a person. When he has free time, he also enjoys traveling to new places, experiencing new cultures, and returning home during the Massachusetts summers. He particularly enjoys hanging out with his core group of childhood friends, telling stories about their younger years and sharing tales about what they have done with their lives.

To learn more about Christian Brown or Glewee, please visit www.glewee.com or you can follow them on any major social media platform.

Nobody likes feeling vulnerable, but according to teachers turned entrepreneurs Cassie and Mallory, it’s the secret ingredient to success. And on this episode of the pod, they discuss stepping outside their comfort zones to co-found and operate not one but two successful businesses — and they have the matching tattoos to prove it! Cassie and Mallory talk about what it means to show up on social media as small business owners and how taking a chance on TikTok led to a viral moment that changed the course not only of their business, but also their lives. Tune in to learn why it’s never too late to follow your passion and put yourself out there.

Key Takeaways: 

• Cassie and Mallory discuss the challenges of successfully marketing two businesses with completely different brands and clientele.
• Looking for ways to give back with your business? Our guests show us how it’s done — and that it’s not always how you planned. 
• We learn the recipe for creating amazing business partnerships. Hint: It doesn’t involve ex-boyfriends.
• Cassie and Mallory give advice on how to harness the power of social media to connect with clients and grow your business.

Guest Bio: 

Mallory and Cassie met while teaching middle school (in a copy room) and quickly connected over two things. First, that we both desperately wanted to quit teaching and second was that the wedding industry needed something different. Together we created a super unique micro wedding package that eliminates the stress of traditional wedding planning. We're passionate about small and intimate weddings and creating simple, yet beautiful gatherings for our couples and their closest family and friends!

Our latest guest, Marcus Piña, wears multiple hats as both the head of creative at Argo Design and the founder/mezcal head at Creador Agave Spirits.

In this episode, Marcus details his journey from starting out as an up-and-coming designer to becoming a creative leader. As a self-taught designer, Marcus went from learning Photoshop to managing global creative teams for Fortune 400 companies thanks to a lot of relationship-building and soft skills development. He has since helped brands such as Under Armour and Microsoft craft digital experiences, client engagements and designs throughout his career. During our chat Marcus shares how artists can use side hustles in other fields and hone the right skills to make more impactful designs. Listen now to level up your creative career!

Guest Bio:

Growing up in England, the current Austin, TX local used to design posters and album covers for his own band as a kid but has since graduated to the role of creative leader for large corporate teams here in the US. When he’s not managing designers, Marcus can be found running art galleries and selling his very own brand of mezcal, Creador Agave Spirits. 

Key Takeaways:

• We talk about how to make the transition from creative to creative leader.
• Piña shares how relationship-building helped prepare him for agency life. 
• We discuss why understanding the problem space, unspoken client needs and your unique team is key. 
• Piña explains how brands’ perceptions of the value design provides has changed over time. 
• We explore the difference between working versus leading at top brands.

If you’re a dog lover, you know there’s basically nothing that rivals the pure joy our furry friends experience when they get a new toy. BarkBox has taken that small simple pleasure and turned it into so much more: a household name in the dog world. Zoe Costello & Will Storie, two senior copywriters for BarkBox, paired their passion for comedy with their love for dogs to help build a brand many of us know and love today. In this episode, Zoe & Will share their insights on how humor fits into the brand experience, some of the risks they took along the way, and insights on how they judge their own creative work. We also touch on their all-time favorite brand partnerships and how the company has remained true to its original vision while growing into an industry leader. You don’t want to miss this one! 

Zoe Costello, a senior copywriter for BarkBox’s Retail and Partnerships division, started with the company as a customer service representative. Since joining in 2014, she has worked as a comedy editor, a video producer and head of social media to help craft the BarkBox experience and connect with fellow dog people. Zoe’s one of the creators of and (pseudo) rappers in the viral “Dog Mom Rap” video (if you haven’t seen it, you won’t regret going down this rabbit hole!). 

Will Storie is a senior copywriter at BarkBox, where he specializes in product copy and the subscription box experience. If you've ever laughed at any words that appeared inside your BarkBox, Will either wrote them or can tell you who did. A six-year veteran, Will has grown with the brand, from a "Buzzfeed-for-dogs"-style blogger to his current role leading product copy and coordinating theme development for their flagship subscription business.

You’ve probably heard the saying that life begins at the end of your comfort zone — and if you ask QDOBA Sr. Manager of National Marketing, Tara Lynch, it’s definitely true. After nearly five years working for big name agencies in New York, Tara moved across the country and eventually started a product marketing job in the food and beverage industry — one that turned out to be much different than she anticipated. Nine days after starting her new role, COVID-19 hit, drastically changing the restaurant industry as the world knew it. Now Tara is sharing how she rose to the occasion, along with the most enlightening and entertaining things she learned along the way. Bring your appetite, because we’re talking brisket birria, mango salsa, citrus lime shrimp, and so much more on this tasty episode of the pod! 

Key Takeaways: 

• We discuss the key differences between agency and in-house life and the experiences that transcend both worlds.
• Curious how restaurants bring new flavors and menu items to life? Tara gives us the behind the scenes scoop we never knew we needed.
• We learn all about the most pivotal marketing metrics in the food and beverage industry.
• Tara explains how she helped successfully transform QDOBA’s fast casual dine-in model into a digital takeout and curbside experience during the pandemic.

Guest Bio: 

Tara Lynch is a marketing & advertising professional that has over 10 years of experience. She started her career in advertising as a summer intern at Saatchi & Saatchi working on Procter & Gamble’s Olay brand. After securing a full-time job on the account after graduation, she worked in New York advertising at Saatchi & Saatchi and Ogilvy & Mather for almost 5 years before moving to San Diego.

Tara made the jump to client side in 2020, and currently serves as the Sr. Manager of National Marketing at QDOBA Restaurant Corporation. She oversees the national marketing efforts for the brand, including the test & launch of new menu innovations, and activation of brand promotions and partnerships. Food is her love language, and while she never got the chance to work on a restaurant account during her time in the advertising world, she’s happy she gets to work growing QDOBA – a brand that is close to her heart.

Even the best marketers would be nervous about furthering the creative vision and campaign success of a brand as memorable and beloved as Farmers Insurance (admit it, the jingle is already stuck in your head). But for self-proclaimed neophile Sia Spaulding, reimagining the tried and true is what advertising is all about — and there’s nothing more exhilarating. In this episode of the podcast, Sia discusses her journey from English and philosophy major at UCLA to Farmers Insurance Director of Advertising, along with the collective knowledge she’s gained along the way. Tune into this action-packed and entertaining episode to hear some of Sia’s favorite quotes, her advice on “sleeping when you’re dead,” and why taking a hypothesis-focused approach is the key to success for everything from creativity to company culture.

Key Takeaways: 

• We discuss why going “back to basics” and evolving what works for new channels, consumer habits, and challenges is the heartbeat of the advertising industry. 
• Think insurance isn’t “sexy”? Think again! Sia talks us through her strategy for keeping brands like Farmers relevant and fresh.
• We dive into the benefits of starting your advertising career on the agency side.
• Sia shares insights from her book, Treading in Toxicity, and ways to establish a company culture of trust and continuous growth.

Guest Bio: 

Sialoren Spaulding is a marketing & advertising professional who has spent over a decade crafting award-winning work that is not only effective but efficient. As a former ad woman turned client, with both an Honors BA and MA in Communication Management, she has a breadth of experience in a variety of verticals, but is particularly well-versed in QSR, e-commerce, and financial services. She is the Director of Advertising for Farmers Insurance by day, and an Adjunct Lecturer at the University of Southern California’s Annenberg School for Communication of Journalism by night.

This one’s for all the creatives and marketers out there who’ve ever had people think that all they do is “arts and crafts.” As we know, it’s so much more. Design departments can no longer be underestimated as they touch nearly every aspect of a business. As brand touchpoints continue to multiply exponentially, each moment needs to be thought through on a visual and emotional level. Industry Dive’s creative director, Chelsea Ennis, has helped grow the design department to prove, with no uncertainty, how valuable creative output can be. In this episode, we talk with Chelsea about what it took to scale the design department, prove that it was worth the effort, and how she led her fast-growing team throughout the process. 

Having worked with brands like Target, Home Depot, Twitter, and IBM, Chelsea got her start at digital agency Group SJR as a graphic and web designer. She eventually found herself at Industry Dive, where she helped build up a talented design team that works with brands to tell better stories. Over her career her skills spread the gamete, from design project management, leading and scaling creative teams to and marrying the design strategy with business needs. All of which shaped her into the creative director that she is today.

We started this podcast with the idea of sharing stories behind the brands that we all know and love, and this episode does just that. Karrie Sanderson, former CMO of Typeform, has a wealth of experience working for some of the world’s most well known brands such as Coca-Cola & Starbucks. In this episode, Karrie gives us an inside look into just how essential foundations are for building a successful brand. She shares tactical ways to go about building foundations as well as real world stories to bring it all to life. Karrie shares invaluable advice from her many years of experience across a variety of industries. Marketers and creatives alike will undoubtedly learn something from this episode!

Key Takeaways: 

• Have you ever wanted to hear some of the stories behind Coca-Cola & Starbucks? Karrie shares some incredible insight! 
• Karries dives into the necessity for brands to build an emotional connection with their customers – and discusses what this looks like in the B2B world. 
• We discuss how important it is to be a life-long learner and to never stop being curious.
• Karrie shares how brand guidelines should be seen as guardrails and some experimentation is healthy.

Guest Bio:

Karrie Sanderson is a marketing executive with deep experience across a variety of industries in research, strategy, brand building, integrated marketing, communications, creative studio management, and building high performance marketing teams.

Most recently, Karrie was the CMO at Typeform, a Barcelona-based SaaS company known for changing the game on how to interact with customers online. Prior to Typeform, Karrie worked at Smartsheet for four years as Vice President of Insights and Brand.

An engineer by education, Karrie moved into marketing and gained formative experience at high- profile B2C brands such as Coca-Cola and Starbucks as well as healthcare powerhouse Pfizer. She also co-founded and led a strategic business consulting agency for over seven years.

Karrie is a member of Chief, a mentor at Techstars, Seattle, and advisor to tech startups Gated and ChangeEngine.Karrie lives in Seattle, WA, with her husband and son, and has a daughter in college at Cal Poly SLO. She is an avid sailor who traveled for two years with her family on a sailboat to see the world!

If you watched a Buzzfeed video between 2015 and 2019, chances are you’ll recognize Chantel Houston. Whether producing viral videos for some of the biggest entertainment brands on the internet or creating mission-driven content in her latest role as Content Director at Farm Sanctuary, Chantel has learned that the best work comes from following your passions. Each pivot in her career journey has expanded her skillset and taught her to get into the mindset of a new audience. In this episode, she shares her strategies for making impactful content (which sometimes includes musical chickens), how she approaches the challenge of converting viewers to followers, and why she never regrets trying something new. Tune in to learn more about making the first three seconds of a video count and — since we’re on the theme of reinvention — Taylor Swift and Beyoncé, of course!

We’re excited to share this week’s special live episode from Smartsheet ENGAGE 2023! For the first time ever, we sat down with two guests from two different brands: Denise Southerland, VP of Operational Excellence at Bobbitt, and Lorit Queller, Content Development Manager at iS Clinical. 

In this episode, we dive into the slew of similarities between two seemingly different marketing positions. Denise & Lorit share how both of them have been challenged to continually grow and pivot throughout their careers. These incredible hard working women share an inside look at the moments that have empowered them to become better marketers, leaders, and mentors. 

Listen in as we uncover the trials and tribulations of having confidence in yourself as a woman in marketing, as well as the importance of embracing each and every phase of your unique career journey. You won’t want to miss this one! 

Key Takeaways: 

• Denise & Lorit discuss the importance of continuous improvement.
• We learn the incredibly helpful advice that our guests would give to a mentee if they had the chance.
• Denise & Lorit reveal their unique experiences with imposter syndrome throughout their careers.
• Denise & Lorit share what keeps them motivated outside of their marketing careers.

Guest Bio: 

Denise’s career began in the telecom industry, focused on project management, implementation, and training. After working at carriers like MCI and WorldCom, she joined a new CLEC, overseeing the implementation of corporate voice and data services for multiple US regions. Ready for a transition, Denise found her “home” of 20+ years in the AEC industry working at firms such as Colliers, CBRE, and most recently Stewart, an engineering, planning, and design firm in Raleigh. Joining Bobbitt in 2023, Denise brings a wealth of knowledge and experience in the areas of marketing, communications, business operations, project management, and professional leadership. Her passion is finding opportunities for improvement and creating the most efficient strategies to enhance both the client and employee experience. As a native of Raleigh and Wolfpack alumni, Denise has a passion for seeing the region continue to grow, while maintaining our distinct character. She is a graduate of Leadership Raleigh and has been an active member of TCREW (Triangle Commercial Real Estate Women's Network) for the past 12 years, currently serving on the Board of Directors. 

Lorit Queller, Content Development Manager at Innovative Skincare, the company behind the luxury skincare brand iS Clinical, brings over 12 years of industry experience to the table, including time spent abroad working for an international advertising agency. Her journey with Innovative Skincare began as a graphic designer and has since evolved, with Lorit broadening her skill set into the realm of digital expertise. She played a key role in the launch of several websites, as well as ongoing management. She also adeptly manages the company's email marketing campaigns and continues to design for digital. Beyond the professional realm, Lorit's passion for creativity flourishes in her love for photography, a medium through which she unveils the beauty often overlooked in the world around us.

We’re excited to share this week’s special live episode from Smartsheet’s ENGAGE 2022, where we sat down with Maya Draisin, Chief Brand Officer of TIME.

Growing up the daughter of an artificial intelligence scientist left Maya with a fascination and passion for technology and exploring uncharted territory. In this episode, Maya shares with us how she spent the last 3 years at TIME pushing boundaries with NFTs, exploring Web3 and finding new mediums to deliver on the trusted content TIME has created for nearly a century. 

Maya’s a wealth of knowledge when it comes to making sure iconic brands stay modern and test new waters. Before she came to TIME, she worked on brands like WIRED, GQ and The New Yorker. And she co-founded the Webby Awards, which are designed to honor excellence in the digital world. From immersive experiences to watching how the incredible editorial team responds to monumental news like the passing of Queen Elizabeth, Maya’s intellect and passion for her industry are clear from the very start and it makes for a great conversation. This episode is definitely one you don’t want to miss.

Guest Bio:

Maya Draisin is the Chief Brand Officer at TIME where she leads all of TIME’s worldwide marketing efforts including brand, advertising, consumer and communications reaching 100 million people digitally on a monthly basis.

Prior to joining TIME, Maya was the VP of Marketing at Conde Nast, where she oversaw several iconic brands including WIRED, The New Yorker, Vanity Fair, GQ, Pitchfork and Teen Vogue. She was also cofounder of The Webby Awards and its judging body, The International Academy of Digital Arts and Sciences. In her spare time, she enjoys traveling to new places and watching basketball with her two teenage boys.

Key Takeaways:

• Maya discusses how capturing pivotal moments, like Queen Elizabeth’s passing, can mobilize an entire organization to adapt and act quickly. 
• We learn what it takes to have a cross-generational legacy brand that stands the test of time.
• Maya reveals how TIME is diving into new frontiers with Web3 and what not to do as a brand exploring the next evolution of the internet.
• Maya explains why she’s so interested in new mediums for storytelling and what they’re working on now.

In this episode, we’re fortunate enough to sit down with Adam Vicarel, founder and creative director at Vicarel Studios. Adam shares his refreshing perspective on blending his interests both inside and outside of work and gives us insight into how he lives his life by a concept called “hybrid professionalism”. He also dives into what he believes are the differences between fine art and strategic design - and how he has blended the two to create Vicarel Studios. Adam has a wealth of knowledge on a range of topics from hand lettering to world travel and firmly believes in the idea of “jumping before you’re ready.” Listen in to hear what that means for him and how that helped him along his journey.

Guest Bio:

Adam Vicarel is the founder and creative director at Vicarel Studios, a hybrid creative studio focused on the artful implementation of strategic design. Specializing in hand-drawn branding, lettering and typography, his work is used to develop uniquely approachable branding, packaging, marketing campaigns, and murals. Adam’s approach to creative problem solving and unwavering passion for treading the line between art and design has enabled him to craft provocative brands and artful experiences for partners such as NBC, lululemon, Twitter, and New Belgium Brewing.

Key Takeaways:

• What is hybrid professionalism? Adam shares the concept that has changed the way he approaches his work life.
• Adam shares how traveling the world has impacted the way in which he approaches art.
• We discuss the importance of being a ‘sponge’ and never underestimating what the world and life experiences can teach you.
• We learn how powerful it can be to lean into jumping before you’re ready. 

In this episode, we sit down with Hana Jacover, former director of demand generation at MadKudu and current director of marketing technology at Unreal Digital Group. Hana shares her insights on the democratization of data in today’s marketing efforts and the importance of making data accessible to drive powerful insights. She also offers her unique perspective on leadership and the idea of leaning into authenticity to create communities. Hana firmly believes in the idea of “lifting others as you rise” and fostering an environment of sponsorship to give others opportunities. This episode is insightful and engaging — exactly the type of conversation needed for that extra ounce of motivation!

Guest Bio

Hana Jacover, former director of demand generation at MadKudu and current director of marketing technology at Unreal Digital Group, has spent the majority of her career working agency side, focusing on driving demand for various B2B clients. Today, she largely values building and managing meaningful relationships in the workplace and being a servant leader. She’s spent a great deal of time on self-discovery to find the true intent of her life, which today involves a great deal of DEI work to create more inclusive and equitable spaces for people of color. 

Key Takeaways:

• What’s the best way to build community? Hana shares her thoughts on navigating shared experiences and owning her own unique story.
• We learn what it means to leverage empathy to be a servant leader.
• Hana shares some of the organizations she’s passionate about, including Black Marketers Association of America and Women in Revenue.
• We discuss the difference between mentorship and sponsorship.

This week’s featured guest is Mo Isern, co-founder of Perfect and The Shift, and founder of MOPED Productions. 

Since her teenage years, Mo has been motivated to take leaps by saying yes to opportunities - even when she didn’t know where it was going to go. From acting to broadcast journalism to founding MOPED Productions, Mo dives headfirst into big opportunities driven by her passion and belief in telling stories people need to hear. She thinks of her trajectory as always in pursuit of what is next. In this episode, Mo takes us deep into her approach to purpose-driven content. She shares her experience in co-founding a cannabis company and mental health organization and discusses how marketers can be telling stories that break stigma and have people reaching for your brand and product.

Guest Bio:

Mo Isern started her career as a TV reporter and found out early on that she loved producing stories with heart. After years in digital content production, including as one of the first producers at mtvU, she started MOPED Productions to focus on creating stories around social issues that stand out and move people into action. Mo’s passion also led her to co-found Perfect, a cannabis company, and The Shift, a mental health organization. Mo has received White House and Webby accolades for her work in storytelling and editing, and has been a part of Emmy-winning productions.

Key Takeaways:

• Mo reflects on lessons from being a founder and entrepreneur – and provides important tips for those who may be in the same boat.
• Mo shares how to create storytelling and marketing that moves people to have meaningful impact.
• We learn how to create content not just for the sake of creating, but rather creating content that adds value.

This episode’s featured guest is Folayo Lasaki, principal and founder of Striped Elephant, a marketing and communications firm. 

From working in TV/film entertainment to becoming the head of marketing at Rainn Wilson’s SoulPancake to owning her own full-service marketing and communications agency, Folayo has done it all. Her keen eye for marketing trends allows her to observe what dominated B2C marketing in the past and what it’s shaping up to be in the near future. Today, Folayo parlays her background and hard-won wisdom into creating campaigns for a wide range of clients, all of whom have one question on their mind: How do we break through? In this episode, Folayo shares her views on what makes B2C marketing truly stand out, which platforms B2C marketers should use, the unique plight B2C brands face today and more. Dive into this treasure trove episode to hear more!

Guest Bio:

Growing up, Folayo Lasaki wanted to be a creative writer. But as any first generation American will tell you, that kind of thing doesn’t really feel like an option. Still, she went on to study the closest possible major: advertising and marketing. After school she took on a wide variety of roles in the entertainment industry including agent’s assistant, script reader and creative executive. She soon realized that her natural ability to use both her right brain and her left brain needed to take center stage in her life and career. So when a marketing job came along (with benefits, yahoo!) she made the leap. When she’s not helping her clients break through the B2C noise, she enjoys staycations and is actively learning to be a tourist in her own city.

Key Takeaways:

• We talk about why being disruptive shouldn’t always be the goal. 
• Folayo shares which brands are absolutely acing the B2C marketing game. 
• We discuss what actually works on TikTok and why it’s not the right fit for every brand. 
• Want to break through the B2C marketing noise? Folyao shares why revisiting what makes you ‘you’ is a solid start. 
• We explore what B2C marketing used to be like and how it has drastically changed over the past few years.

 We’ve all heard about the importance of learning to say “no,” but what about the power of starting from “yes”? For photographer and content creator Aayushi Rana, saying “yes” to receiving her first DSLR camera, moving from Bangalore to London (Ontario, not England) at just 18 years old, and following a strong connection to the DECIEM brand led to her landing her dream job at the Ordinary. In this episode of the podcast, she shares her journey and discusses how starting from a place of “yes” continues to help her hone her craft, spark creativity, and achieve success. You definitely won’t regret saying “yes” to giving this episode a listen!

Key Takeaways: 

• We discuss the creative process used by the team at the Ordinary, and how inspiration can come from anywhere — even trash can fires.
• Ever wonder whether it’s truly possible to manifest the perfect job? Aayushi gives us a crash course on how to make your dreams a reality.
• Aayushi gives us the inside scoop on the Ordinary’s inspiring company culture.
• We talk about the power of storytelling and why a picture really is worth a thousand words.

Guest Bio: Aayushi Rana is a Canada based, India born fashion photographer. Her fascination with photography and storytelling started at a young age, with only a phone camera. Ever since her move to Canada, she spent her years crafting her niche in fashion and beauty photography. Over the course of her career, she has gained experience working with and orchestrating a team of creative individuals. She prides herself in her ability to be a continual learner and morph to the needs of her clients. She’s had the opportunity to work with some incredible brands such as Hudson’s Bay, Saks OFF 5th, Joe Fresh and most recently, DECIEM, the creators of The Ordinary. She thoroughly enjoys molding and shaping light and is constantly striving to create something beautiful. 

If you’re a TikTok user, chances are you’ve scrolled past a crazy green owl. That’s the work of our latest guest, Zaria Parvez, social media coordinator at Duolingo. In this episode, we uncover the secrets behind Zaria’s rapid success on TikTok and how she learned from trial, error, and taking some major risks to gain 2.8 million followers. Zaria shares why she chose Duolingo for her first job out of college and how her lack of experience in the industry has been part of her advantage. You’ve read it everywhere, but we as marketers have a whole lot to learn from Gen Z – and Zaria is a quintessential example of that. Take a listen to learn some new social media tips and get a peek behind the curtain at how one of the most successful brands on TikTok today found their niche. 

Guest Bio

Zaria Parvez, social media coordinator at Duolingo, is a recent graduate of the advertising program at the University of Oregon. At just 23 years old, she’s turned Duolingo into one of the most recognized brands on TikTok. Zaria brings a fresh perspective to the creative space, leaning into risk taking and the idea of rejection. She sources inspiration from some unlikely places, and believes in the idea of keeping your ideas simple. This is just the beginning for Zaria and we’re excited to see what she accomplishes next! 

Key Takeaways:

• What’s the secret behind success on TikTok? Zaria shares some of her tried and true methods as well as lessons she has learned along the way.
• We learn the differences between being a creator, influencer, and a brand on social media.
• Zaria shares her thoughts on representation and diversity in advertising. 
• We discuss the importance of being fully yourself in the pursuit of finding a job.