Marketing Today With Alan Hart

Jay Livingston is not only a great CMO, but he is also an active angel investor, executive producer, and founding member of Unite America. No matter what he is doing, storytelling is always the underlying theme.In this episode, Alan and Jay discuss the importance of the CMO vibing with the CEO, why he loves working with “passion brands” that have a good origin story, and the unique benefit of overseeing product, pricing, digital experience, and marketing at Shake Shack. Jay tells us how Shake Shacks is living out its mission to “stand for something good” by being an “instinct-led and data-supported” business that partners with local leaders to maintain authenticity while scaling globally. In this episode, you'll learn: How Jay and Shake Shack weave purpose into everything they doWhat makes the CMO role at Shake Shack so unique How Shake Shack is delivering hospitality through digital channels Key Highlights [01:55] The common thread that connects all of Jay's interest[04:15] Jay’s mid

Greg Dolan has over a decade of experience as a brand marketing executive. He co-founded Keen to give marketers a tool that could “help them make smarter decisions about how to drive their brand forward by using future-focused metrics that are directly tied to financial performance.” In this episode, Alan and Greg discuss how the work Keen is doing impacts marketing performance across the industry, what the data tells us about long help best practices, and why so many companies are working to strengthen first-party data relationships. In this episode, you'll learn: How companies should think about marketing in a downturn or recessionGreg's take on the reach versus targeting debate and what the data tells usThe importance of demonstrating the financial value of a marketing decision  Key Highlights [01:20] Greg's other full-time job[02:50] How Greg became CEO at Keen[04:00] What Keen does [06:50] Why marketers need to look at performance across all channels [10:20] What s

As a world traveler who loves to learn, Stacey Pool embodies the “growth mindset”. With over twenty years of experience in consumer marketing, she has held a variety of leadership roles across multiple industries and has a strong track record of utilizing guest insights to deliver strong business results.  In this episode, Alan and Stacey discuss the brand refresh she is leading at Noodles & Co. with digital initiatives and data components. Stacy knows it is people that fuel it all and has learned that being a balanced leader requires you to be able to adjust quickly to changing needs. In this episode, you'll learn: The importance of broadening your skill set and being an agile leaderThe way digital and physical engagement intersect How Noodles & Co. is using data to improve both the guest experience and profit margins Key Highlights [03:45] Dow did Stacy end up as CMO at Noodles & Co.[07:00] How lateral moves helped Stacy in her current executive roles[09:00] Th

Laura Hutfless operates at the intersection of brands and culture makers. She works with founders who have passion and brands that have a purpose to help them use ad dollars to drive change, understand where their consumers are, and leverage those spaces to change perceptions and earn trust. In this episode, Alan and Laura discuss the difference between creating culture versus chasing culture, integrating versus interrupting, the importance of having a 2-way exchange with consumers, and why marketers need to lean into web3. In this episode, you'll learn: How consumers and pop culture need to guide marketing plansWhy clients come to FlyteVu The importance of building community, not just follower counts Key Highlights [01:40] Becoming a new mom[04:10] Laura’s path to founding FlyteVu[06:30] Why brands need to connect to consumers through pop culture[08:00] Starting with the headline you want to create and work out from there[09:00] Examples of what Flyvu clients are looking for&nbs

Norm Yustin spent the first part of his career as a marketing executive. However, after a particularly impactful recruiting experience and some encouragement from friends and family he made the move into leadership recruitment himself. Norm is widely published on the future of tech-enabled, go-to-market leadership and he brings a unique perspective of developing self-awareness in pursuit of your passion.In this episode, Alan and Norm discuss why CMOs need to be the most dynamic players in the C-suit, the danger of hyper-specialized teams and why risking leadership changes may be the right thing to do, and where the next-gen CMOs are coming from.In this episode, you'll learn: The state of the CMO role todayWhat should job seekers need to know from a recruiter's perspectiveWhat aspiring CMOs should be thinking about in terms of skill developmentKey Highlights [03:30] Norms transition from being an executive to recruiting executives[07:17] How losing out on a job shaped the way Norm thinks about r

With a background in journalism and a career in communications, Stephanie McCarty may not be the typical CMO but that is exactly what makes her perfect for the job. She is leading a marketing revolution in homebuilding by reimagining the marketplace and digital shopping experience at Taylor Morrison. In this episode, Alan and Stephanie discuss how to get your entire organization rowing in the same direction by understanding that culture building is the groundwork for success, and why having a consistent compelling message is essential no matter who you are talking to.In this episode, you'll learn: The importance of pushing for innovations in established industries Benefits of building the brand reputation from the inside out rather than trying to shape external opinionsWhy CMOs need to focus on the employee experience as well as the customer experienceKey Highlights [02:00] How experiencing loss at an early age motivates Stephanie today[05:20] The nontraditional path that led Stephanie to

Todd Smith developed a deep respect for brands and brand managers early in his career. After years of working across several different industries, Todd has been CMO at Traeger for the past 3 years where he spends most of his time working with the sales, product, and technology teams to drive innovation in every step of the customer journeyIn this episode, Alan and Todd discuss how no matter what you're selling, it’s all about understanding who are you trying to reach and working to build a connection. Todd is passionate about cultivating a community of advocates and is always trying to adapt and come up with new ways to engage. In this episode, you'll learn: How Traeger is cultivating a community of passionate advocatesThe benefits of leveraging collaborations in product and marketing The importance of valuing relationships Key Highlights [03:30] How Todd became CMO at Traeger[07:00] Marketing across different industries[07:35] How is the role of CMO defined at Traeger[08:20] what is

Ana Villegas knew early on that she wanted to be a CMO and achieved that goal by staying focused on gaining the skills necessary to do so. As the CMO at NI, she oversaw everything from “brand to demand” including corporate communication, ESG strategy, and ensuring NI’s values manifested in the marketplace.In this episode, Alan and Ana talk about how her experience as a successful female business leader informs the way NI is increasing diversity in their engineering talent, what she is doing to help modernize the company's purpose and impact strategy, and how they are being intentional in shaping the future of the industry. At the time of this recording, Ana was with NI and is now the CMO at AffinipayIn this episode, you'll learn: How Ana is helping to modernize and rebrand an established companyThe three pillars NI has established to drive its corporate impact strategyWays to directly impact the pipeline of talent and improve diversity in technologyKey Highlights [04:20] Ana’s path from being an eng

As CMO during a time of hyper-growth and record-breaking acquisitions, John Taylor is constantly evolving AMD’s marketing approach and working to advance the company’s identity. By moving from a “product first” to an “audience first” method, AMD has been able to navigate rapid changes and foster a high level of confidence in the future by directly engaging with customers and being intentional with the culture they are creating. In this episode, Alan and John talk about the importance of building trust and affinity around your brand, why marketers need to directly see how their message lands, and ways to leverage industry partnerships. In this episode, you'll learn: The importance of communicating directly to your most discerning consumersWhat role a CMO plays in the company culture Why AMD decided to create their own Brand PlatformKey Highlights [03:30] John's path to becoming a CMO[07:00] What is driving the ”hyper-growth” at AMD?[09:00] How acquisitions affect marketing strateg

DeNora’s experiences as a teenager quickly shaped how she viewed the world and her role in it. With a passion for civic engagement and empowering young people, DeNora found a home at DoSomething.org where she uses social understanding and data to inspire action.In this episode, Alan and DeNora discuss why brands should care about their social impact, how Gen Z is forcing companies to evolve, and the Holy Grail of marketing: how to get people to really buy into what we are promoting.   In this episode, you'll learn: How DoSomething.org is fueling young people to change the worldThe “secret” to getting people to take action The power of being intentional, honest, and centering social goodKey Highlights [01:20] The experience that solidified DeNora’s interstate in civic engagement  [03:50] Denora’s path to becoming CEO of DoSomething.org[10:20] How DoSomething is meeting the moment to transform the future[14:45] What do young people care about today and why[17:35] Young pe

The state of diversity, equity, and inclusion has changed rapidly since the pandemic. Thankfully, Celeste Warren is here to help us understand how to navigate it. No matter if you're a C-Suit executive, a middle manager, or an individual employee she takes us through the important steps you can take to become a D&I ambassador and how it impacts the bottom line. In this episode, Alan and Celeste discuss how recent events have changed the way we think about D&I, as well as why having a good grasp on it is vital to connecting with your customers and retaining top talent.   In this episode, you'll learn:  How social and cultural factors shifted the importance and implementation of D&I practices   Ways leaders and employees at every level can enact change  Why understanding D&I is vital to successful marketing campaigns  Key Highlights  [04:10] Celeste’s path to D&I at Merck [10:00] What inspired Celest to write her

James Whitemore joins us with an update on the work and results he's been driving at NetApp since he joined us last on Episode 234. By leveraging data and training his team on how to use their diverse viewpoints in analyzing it, James is reinvigorating a 35-year-old company with a little more swagger  In this episode, Alan and James discuss how the ideas outlined in their last interview have been coming to fruition and the importance of being dynamic in today's marketing landscape. In this episode, you'll learn:   How to be intentional with transformative marketing  Why swagger and confidence matter in decision making  The importance of having synergy with your sales and IT departments Key Highlights  [04:30] The relationship between sales and marketing  [05:45] Update from James' last interview with us (ep. 234) [07:40] Changing brand perceptions [09:10] How brand growth is tied to market growth [11:10] The importance o

After surviving her battle with cancer, Brittany Driscoll puts a lot of consideration into what really matters to her. That care translates into the customer experience she is creating at Squeeze. She embraces who she is and utilizes the strengths of the team she surrounds herself with to revolutionize what it means to win customer loyalty. In this episode, Alan and Brittany discuss how being your authentic self, investing in relationships and people, and reflecting on how customers feel after they encounter your brand leads to long-lasting success.  In this episode, you'll learn:  The importance of curating the customer experience Tactics to Increase memberships without the hard sell How embracing vulnerability and individualism benefits your business Key Highlights  [04:30] Brittany’s path to entrepreneurship  [11:35] How Squeeze came to be [17:00] The importance of starting with your goals in mind[21:20] What to consider in scaling a business

Rob Willey started his career working with big brands in the advertising industry and quickly understood that path was not for him. He wanted to work on the company side and build brands. So Rob went to business school and then dove into the world of startups. He put in the work and made his way to the C-Suite before landing where he is now as—Operating Partner at Emil Capital and CMO for Cheribundi.In this episode, Alan and Rob discuss high-growth marketing and producing content rooted in paying attention to your audience rather than trying to simply get their attention. Listen in to also learn more about the role culture plays in marketing.In this episode, you'll learn:Once you identify what makes your product remarkable, you’ve found the root of all your marketing initiativesEstablish who you are as an organization before bringing on another person’s influence and brandNo one wants to watch an ad, weave your brand into storiesKey Highlights[04:43] Rob’s path to CMO[09:30] What are tart cherries and their b

The task of revitalizing a 135-year-old brand for today’s market is daunting, but for Avon’s Global CMO Kristof Neirynck, that’s just the challenge he wanted to tackle. Moving from Walgreens Boots Alliance (when we last spoke with him in episode 208), Kristof saw the overwhelming opportunity to bring his keen eye for storytelling and passion for data into a company that has been on the decline. He’s steering the ship in a positive direction for not only consumers but for their unique brand ambassadors as well, their representative “Avon ladies.”In this episode, Alan and Kristof reunite to talk about his new role at Avon, how he’s working to revitalize the brand, and the key innovations being introduced to modernize the storied company. Listen in to hear about how their business structure affects women’s livelihoods, the focus on purpose and giving back, and what Avon is looking for in their marketing talent.In this episode, you'll learn:The purposefulness of the Avon business structureHow Avon is modernizing

Tim Hackbardt’s professional journey has included ventures into consulting, advertising, and even broadcasting, but his path repeatedly brought him back to Del Taco, where he is now CMO. Del Taco is one of many restaurant chains Tim’s worked at, but he says it’s his favorite because the business model offers countless opportunities to increase sales.In this episode, Alan and Tim discuss how he’s working to take a new brand promise and make it the essence of the company’s culture. Listen in to learn how to foster “brand love”, an idea all the most successful organizations can boast.In this episode, you'll learn:How to apply brand promises internally as well as externallySometimes you have to push past a failure and wait until the time is right to try a bold idea againFind opportunities to break out of day-to-day demands and take time to build emotional connections with your customersKey Highlights[02:21] Becoming an accidental marketing genius [11:04] The importance of brand versatility [14:11] The evolution o

Michele Arnese has always had a love for music, but it was only after spending ten years as a management consultant that he was able to found amp, a sonic branding agency, and his passion became his profession. As Global Founder and CEO, Michele expertly weaves sound into some of the most recognizable brands in the world, such as MasterCard and Mercedes-Benz.In this episode, Alan and Michele discuss what branding with sound really is, why it’s so important to the brand experience, and the use of data and insights into the world of sonic branding.In this episode, you'll learn:What sonic branding is and how it’s different from jinglesHow companies like MasterCard and Mercedes-Benz are using sonic brandingWhat amp’s copyrighted “Sonic DNA” is and how they created their custom sonic brand indexKey Highlights[02:23] Michele’s path to founding amp[05:10] What is Sonic Branding and why brands need sound[08:27] Why sound is resurging and the evolution of the jingle[10:42] What is the perfect example of sonic branding

Andrew Zimmerman is theCEO of Journey, an innovation and design consultancy that works across the physical, digital, and virtual landscape. Andrew recently formed this future-forward company with the help of enthusiastic backers and several acquisitions, allowing it to quickly expand and scale.In this episode, Alan and Andy discuss how brands can leverage emerging technologies to envision and create the next evolution of customer experience.In this episode, you'll learn:Why you should be developing a voice interface for your product or organizationHow to think about what your customer’s journey will look like in the futureWhy you can’t apply traditional thinking to the new ‘worlds’ being created todayKey Highlights[01:42] A teaser for Andy’s bestseller “Journey”[08:00] Andy’s move from CEO of Frog to CEO of Journey[12:25] What made it easy for Andy to raise funds[14:36] Looking at the next generation of customer journeys[19:15] Why Andy calls voice interfacing the “unheard channel”[22:40] Analyzing the wild,

Michael Goodbody’s journey to CMO of FinTech company Dave is certainly a unique one—starting in professional sports, moving to journalism, then switching to FinTech marketing. Spending time at fast-growing financial institutions like Wise (formerly TransferWise) and Credit Karma gave him an exceptional growth marketing lens within a space known for growth leveling.In this episode, Alan and Michael discuss his marketing process, his focus on products that achieve what people are looking to do, countering the competition, and Michael’s thoughts on the type of talent he’s looking for in marketing today.In this episode, you'll learn:Keys to differentiation in the FinTech SpaceThe difference between creative growth marketers and data-driven creativesWhat type of creative talent is needed for FinTech marketingKey Highlights[01:30] Michael's path to marketing[06:56] All about Dave[08:41] How Dave’s unique background contributed to current success[10:24] Approaching the role of CMO[12:37] Growing within the FinTech s

John Moorhead, CMO of Eco-focused product company Seventh Generation, was a reluctant marketer. In fact, he “thought it was for the birds” until one day he realized the business impact it could have on one of his passions–the outdoors. It was then that he knew marketing would become his path to change the way people think about the products they use.In this episode, Alan and John discuss his passion for environmentalism, how Seventh Generation is creating the future of green products, the new look of the brand, and the role of advocacy that businesses play in the world today.In this episode, you'll learn:How Unilever and Seventh Generation utilize marketing in traditional and e-comm retailWhere businesses can impact sustainability and environmentalismHow Seventh Generation amplifies advocacy for their company and consumersKey Highlights[01:08] John’s path to marketing[06:07] All about Seventh Generation and the acquisition by Unilever[08:53] Seventh Generation’s brand refresh[13:00] The future of green produc