Marketing Today With Alan Hart

From gems to government to camping, Whitney Scott has lived the idea that “once you learn marketing, you can adapt to almost any job in any industry.” As CMO of Kampgrounds of America (KOA) and COO of the newly opened Terramor Outdoor Resort in Maine, Whitney’s marketing strategies bolster the common mission of connecting people to the outdoors and to each other.In this episode, Alan and Whitney discuss how she’s using marketing to connect with the new demographic interested in camping, and how data is the key to backing up your marketing tactics. Whitney also introduces KOA’s newest brand, the Terramor Outdoor Resort, now open in Bar Harbor, ME.In this episode, you'll learn:How to keep a 60-year-old brand relevantHow KOA is upgrading the camping experience for a new demographicUnderstanding how to scale your digital presenceKey Highlights[01:37] Whitney’s secret talent[02:55] Whitney’s path to Kampgrounds of America (KOA)[05:08] Introducing the new Terramor Outdoor Resort[09:00] KOA’s history and where it is

Michael Diamond’s unique background marries science, the arts, and business. As Academic Director and Clinical Assistant Professor of Integrated Marketing and Communications at New York University, his view on the future of marketing is fascinating and incredibly on point.In this episode, Alan and Michael talk about his pathway to academia, and most importantly the new Master’s degree program at NYU focusing on getting marketing and strategic communication professionals to the C-Suite. The advisors are stellar, the curriculum unassailable, and the access to the list of incredible minds, unmatched.In this episode, you'll learn:The pillars of the new executive program at NYU and the future of marketingThe nuances of PR and Marketing and what marketers can learn from PRThe personal and professional benefits of investing in your educationKey Highlights[02:58] Michael's career journey[08:19] Michael’s role at NYU School of Professional Studies[12:02] NYU’s new Executive Masters program for Marketing and Strategic

Using her background as an engineer, Linda Lee, CMO of Meals & Beverages at Campbell Soup Company, institutes the Scientific Method in marketing the large portfolio of brands under the Campbell umbrella. Starting in product development at P&G, her career journey led her into marketing at notable companies like P&G, General Mills, Cadbury, Ipsos, and Stonyfield.This episode shares Alan and Linda’s discussion of her career journey, how she is modernizing a storied brand and its multiple brands, and why she feels saying yes opens new doors.In this episode, you'll learn:How in-home insights are critical to today’s marketing and how it has changed since COVIDHow to use the Scientific Method in marketing brandsHow Campbell is driving product innovation and developmentKey Highlights[00:33] Linda’s superpower[01:46] Linda’s career journey[09:44] How Linda is modernizing this brand that has stood the test of time[12:04] Linda’s starting point with a giant portfolio and customer insights[15:18] Thoughts on

When Alan heard Drew's interview with himself on the top challenges facing CMOs on Renegade Marketers Unite, he knew he needed to share it with his audience. So we’re bringing the episode to you directly in a special Marketing Today show swap! Here’s the show description: CMOs have a lot on their minds lately, so let’s get into the mind of one, shall we? Or, even better, let’s get into the mind of host Drew Neisser, as he hosts a conversation with himself (is this what it feels like to be in his head?!) on all the things CMOs are thinking about right now and how they’re solving them. Sourced from the conversations happening at CMO Huddles, Drew (and Drew) cover everything from employee retention to proving brand value to managing a messy inbox, providing useful takeaways you can implement today. After this episode, even the busiest CMO will know how to reclaim 10+ hours of their time per week (Seriously!) and work more effectively than ever. Want to learn more about our CMO Huddles community? This just skims

As consumer behavior rapidly changes during the pandemic and beyond, Jonathan Kay, Founder & CEO of app data insights company Apptopia, says the only way to success is focusing on the data to make fully informed business decisions.In this episode, Alan and Jonathan discuss Apptopia’s data insights into various business sectors and how marketers can utilize this specific data in more creative and effective ways. As an entrepreneur, Jonathan also touches on the lessons he’s learned from building this business— whether it’s hiring or the potential backfire of reliance on systems.In this episode, you'll learn:The importance of app data to marketersWhat the current data says about the travel industry, the economy, and home deliveryInsights into Apptopia’s hiring strategyKey Highlights[02:49] Jonathan’s career path[05:04] Biggest surprise of the life of an entrepreneur[08:18] Driving the need for better hiring strategy[09:15] Apptopia and data use on scale[15:10] Home delivery boom during COVID[22:14] Data insi

Mark Wakefield, senior vice president of marketing of premium chocolate at Ferrero is obsessed with the emotional benefit that brands bring to their consumers. That’s why, in this episode, Mark gives us a masterclass in brand building and revitalization. Get out your pens, you’re going to want to take notes.Alan and Mark also talk about his career path to Ferrero, how sales and marketing should always go hand-in-hand, and his work on a number of interesting campaigns and brands like TicTac, Kinder Joy, Baby Ruth, and the premium chocolate, Ferrero Rocher.In this episode, you'll learn:Steps to revitalizing a nostalgic brandHow Ferrero is capitalizing on the “premiumization” trendThe importance of understanding customers’ social and psychological motivationsKey Highlights[04:00] Mark's career journey[10:09] All about Ferrero[12:48] Steps to brand stewardship and revitalization, including acquisition of Baby Ruth[19:07] Capitalizing on the “premiumization” trend[24:48] Advice on finding a pathway to new growth[3

Alice Milligan, CMO of Investment Management giant Morgan Stanley feels that “your career is a marathon, not a sprint”. Her path as an integral part of marketing, UI/UX, and growth strategies for companies such as American Express, Citibank, and E-Trade, has given her the ultimate marketing tool belt to tap in her current role.In this episode, Alan and Alice discuss how Morgan Stanley has been able to connect to a new younger wealth management audience, why being unique is your superpower, and why data and analytics are the lifeblood of marketing today.In this episode, you'll learn:How Morgan Stanley bridges the gap between their core clients and their new clientsHow the use of Ambassadors drives the conversation for Morgan StanleyThe importance of workplace collaborationKey Highlights[02:26] Alice’s career journey[06:55] How Alice’s role as is CMO defined[08:45] Managing the complexity of Morgan Stanley's portfolio[11:00] Broadening Morgan Stanley's appeal[13:20] Balancing the need to serve core clients yet

Nearly 1 million women have left the workforce since the start of the pandemic in February 2020. This staggering statistic is why Surbhi Martin, VP at Danone North America and her team have launched The Comeback Program.In this episode, Alan and Surbhi discuss Danone’s Light + Fit yogurt brand and their focus on helping women reacclimate to their careers after they've taken a break. Being one of the biggest B Corps in the world, purpose driven marketing leads the charge for Danone’s marketing strategy, and The Comeback program aligns not only with purpose but with mission and values for the company’s consumers.In this episode, you'll learn:All About Light + Fit’s ‘The Comeback’ programWhat a B-Corp isThe importance of purpose-driven marketing to connect the dots between company purpose, product, and consumer needsKey Highlights[01:35] Surbhi’s career path[03:20] What is a B corp?[04:25] What Surbhi's role entails[05:16] Light + Fit’s The Comeback program[06:47] Origination of the program[08:11] Partnership wi

We've increasingly heard customer success and customer experience used interchangeably, but Heidi Lasker, SVP of Customer Success for the Americas and APAC at Bynder, believes that while they are interconnected, they hold different spaces within a company.In this episode, Alan and Heidi discuss tools for customer success and how to integrate them within the lifecycle of your customer and user relationship.In this episode, you'll learn:How Bynder excels at customer successWhy strong cross-functional collaboration is critical to CXHow to deliver the best possible experience through success programsKey Highlights[02:15] Heidi's career journey[04:49] The role of Bynder in today's online world[06:00] How trends in the market have influenced Bynder's path[07:38] Getting control of your asset management[10:38] What “good” content operation looks like[12:50] How Customer Success is defined today[15:38] The interplay between Customer Experience and Customer Success[18:20] Community's role with users and cu

Starting her first company at age 15, Catherine Connelly is all about meeting new people. As the SVP of Marketing for The Meet Group, the top provider of live streaming video and creator economy solutions for a number of the world's top social apps, Catherine relies heavily on that connection to her users for audience engagement and growth.In this episode, Alan and Catherine discuss her extraordinary career path, iOS changes, The Meet Group's differentiating model for monetization, and the importance of storytelling.In this episode, you'll learn:How to update your tactics for performance marketingThe future of social media monetizationThe importance of PR and storytellingKey Highlights[0:42] First business at age 15 with her two brothers[04:25] Catherine's career path[12:24] Having a place to connect with others[15:48] Knowing where your users are; how to update your tactics[17:04] How iOS changes affect acquisition efforts[19:39] Monetization of The Meet Group[23:57] Catherine's role at The Meet Group[27:45]

Ian Colley has worn many hats, from working as a chicken processor in his college days to his current role as CMO at The Trade Desk. He joins the show to share what he's learned about marketing, communications, and data-driven advertising from the variety of roles he's played.In this episode, Alan and Ian discuss the open internet and how it allows you to manage your campaign spend more precisely, reach your entire audience, and make data-driven decisions.In this episode, you'll learn:How to manage your campaign spend more preciselyWhy connected television needs to be a part of your advertising strategyThe importance of data-driven decisions in advertisingKey Highlights [02:00] Ian's career path, from large corporation to startup[04:30] Crossover between communications and marketing[08:30] The power of the open internet[10:30] Reaching your entire market with connected television[13:30] How The Trade Desk helps modern marketers[15:30] The transformation of journalism[17:00] An experience that defines Ian[18:4

Jenny Rooney is the Managing Director and Co-Founder of Black Glass CMO House, a new membership club for CMOs focused on empowering, inspiring, and supporting the person behind the title. Before starting CMO House, Jenny spent over a decade with the Forbes CMO Network Team, where she managed content and events critical to executive-level marketing decision-makers.In this episode, Alan and Jenny discuss defining your unique skills and purpose. Jenny shares that the CMO role is full of nuance, and, to be successful, you have to embrace the “and” that comes with it.Listen to learn how to uncover your marketing superpowers and harness them for holistic growth. In this episode, you'll learn: The importance of empathy as a CMOThe power of defining your skills and purposeWhat it means to focus on “and” not “or” as a CMOThings to listen for:[01:00] Jenny's career path[04:00] What differentiates CMO House from other organizations[07:35] Welcoming diverse perspectives[09:00] Qua

Vinoo Vijay, now CMO of Truist Financial, is back on the show to discuss purpose-driven strategic marketing. During his first episode with us, Vinoo shared his story about coming to the US at age seventeen, eventually leading him to be the CMO at H&R Block, Ally, and now Truist.In this episode, Alan and Vinoo discuss how his team carefully balances technology with touch to create a client experience unlike any other in the banking space. Vinoo shares about developing and positioning the Truist brand, how his team reinforces purpose on a daily basis, and his vision for marketing.Listen in for Vinoo's advice on weaving your purpose into your daily life and making your strategic marketing efforts a success.In this episode, you'll learn: Empower your team to align their personal purpose with your organization's purposeIdentify your problem before attempting a solutionReinforce your purpose on a daily basisThings to listen for:[03:00] Vinoo's career journey and passion for finance[08:00] Making a positive impa

Pam Forbus is the CMO of Pernod Ricard, where she focuses on building trusted brands through consumer-centric marketing. Pam is the leader behind many recognizable Absolut campaigns, including #VoteResponsibly and #MixResponsibly. Prior to joining the Pernod Ricard team, Pam spent two decades leading teams at Disney, PepsiCo, and Frito-Lay. Throughout her career, Pam has navigated challenging times, from the ‘08 financial crisis to the COVID-19 pandemic, and has come out stronger on the other side.On the show today, Alan and Pam discuss how the pandemic changed the way she approaches marketing and the importance of responsible marketing, especially for a spirits brand. Pam shares how she successfully builds trusted brands through consumer-centric marketing and how her team is approaching consumer trends, including premiumization and in-home consumption.In this episode, you'll learn:Data-driven decisions are consumer-centric decisionsHow a cross-functional marketing team enables you to adapt to changesLe

Some people see golf as a sport for the elite, but the truth is 75% of golf courses in the U.S. are open to the public. Golf players are more diverse than ever, and brands like PGA TOUR SuperStore are committed to continuing to make the sport inclusive to all.Jill Thomas is PGA TOUR SuperStore's CMO and leads her team in modernizing their marketing strategy as their audience grows. Jill has more than 25 years of senior leadership with a consistent record of growth at some of the world's most admired companies, including The Walt Disney Company, Cinnabon, Yum! Brands, Edible Arrangements, and PepsiCo.In this episode, Jill and Alan talk about the strategies that enable brand growth, Jill's formula for marketing nirvana, and how to reach new audiences. Later on, they discuss what endears brands to us and why you need to lean into evolving technology in your marketing strategy.In this episode, you'll learn:Empathy enables brand growthHow to achieve personalization at scaleRight person + right message + right mome

Lisa Stockmon is the Chief Marketing Officer at Banfield Pet Hospitals. Lisa leads the development and execution of Banfield's innovative integrated marketing strategy, ensuring it supports the organization's strategic vision, aligns with its purpose, and drives revenue.In this episode Alan and Lisa discuss what led to Banfield's recent 400% growth in social followers and 104% increase in content interaction on Instagram. Lisa also shares the role curiosity has played in successfully engaging Gen Z in her marketing strategy.Listen to learn how to adapt to the shifting market and skyrocket your social growth.In this episode, you'll learn:Ways the pandemic has changed brands' customer basesHow to strategically leverage influencer marketing on social mediaThe importance of open-mindedness and curiosity in marketingKey Highlights[01:00] Lisa's career journey and passion project[07:00] Banfield's “b here” marketing strategy[09:00] Reaching new demographics of pet owners[15:00] Strategically leveraging

Don McGuire is the Senior Vice President and Chief Marketing Officer at Qualcomm Technologies. Don leads the global marketing organization, supporting Qualcomm's advancement into new and existing markets and growth areas. He's redefining Qualcomm's strategic approach to product marketing, leading to innovative campaigns and collaborative partnerships that are bringing cutting-edge products to market.On the show today, Alan and Don talk about how Qualcomm has increased its total available market by 7X, what that means for their strategies, and how they're managing the organization through growth. They also talk about the brand strategies they use for their B2C brand, Snapdragon, as well as the enterprise brand of Qualcomm itself.Listen in to learn how to elevate your brand and prepare for rapid growth.In this episode, you'll learn:Why partnerships can elevate your brandHow to develop a compelling brand narrativeTips for restructuring your marketing organization and leading through changeKey Highlights[03:00] D

As the Head of Ad Marketing at Roku, Jordan Rost helps marketers understand shifting media behavior, re-imagine storytelling for the Streaming Decade, and make better ads. Prior to joining Roku, Jordan held leadership roles at Google, Nielsen, Adaptly, and Accenture.On the show today, Alan and Jordan discuss why buyers should prioritize streaming in their ad strategy, and why Roku expects this year to be the first truly streaming-first Upfront. They also dive into the ways media is changing and how to tailor ad experiences to your audience.Listen in to learn more.In this episode, you'll learn:How to achieve brand impact and measurability with streaming adsThe future of UpfrontsWays to tailor experiences to your audienceKey Highlights[02:30] Jordan's guiding principle on his journey to Roku[04:30] Orienting to consumers' perspectives[08:30] Opportunities for performance marketing on streaming platforms[14:30] The future of Upfronts[17:00] Delivering better audience experiences[21:00] Incorporating brand storie

David Seigel is the CEO of Meetup, author of Decide and Conquer, Professor of Management at Columbia University, and host of Keep Connected podcast. **He's served as an influential leader at many organizations, including Investopedia, Seeking Alpha, and 1-800-Flowers. David and his team at Meetup are working to cure the loneliness epidemic by connecting people to each other. They've navigated major pivots throughout the pandemic as an in-person-first organization, and David has a lot to share about what he's learned.On the show today, Alan and David talk about how Meetup adjusted their tactics while remaining true to their mission. Later on, they discuss the power of community in our individual lives and at a business level. David also explains how an engaged community can decentralize your marketing for the better by serving as your most valuable brand ambassadors.Listen in to learn more.In this episode, you'll learn:The most important aspect of pivotingHow to decentralize brand marketingThe power of communi

David Temkin is the Director of Product Management, Ads Privacy, and User Trust at Google. He leads the product management team responsible for ads privacy. His team is focused on delivering privacy-first monetization product changes that are driven by the changing regulatory environment. They are also responsible for transparency control for ads all across Google's ad business.On the show today, Alan and David talk about his role and what privacy and the combination of privacy and trust mean. Later, David shares his thoughts on how marketers should be thinking about ads privacy and what we need to do to get consumers on board in understanding its importance. At the end they also discuss the removal of third-party cookies and what it means for effectively deploying ad campaigns.Listen in to learn more.In this episode, you'll learn:What businesses should prioritize when it comes to privacyWhy marketers can convince their organization to prioritize privacyGetting consumers to take privacy seriouslyKey Highlight