The Brand Collective Podcast by Brandfolder is a place to explore and uncover what happens behind the scenes of some of the world&#39;s most interesting brands. With marketers’ minds and creatives’ hearts, we’re a team that’s passionate about finding—and sharing—brand recipes that strike the perfect balance between creativity and effectiveness. Strong brands live here. Here are their stories.

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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: <ul><li>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).</li><li>We talk about the commercials that make us cry — and why those heartwarming ads work.</li><li>Are you more left-brained or right-brained? Sara shares how she harnesses both creativity and organizational skills.</li><li>We discuss how the pandemic shone a spotlight on home-based industries and generated lasting change.</li></ul> 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.

Homecare Homebase x Sara Cook: Putting People First

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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: <ul><li>We talk about the keys to career growth in marketing, from going deep in your niche to using data to make an impact.</li><li>Worried about original social media content? Dan tells us how leveraging user-generated content (UGC) leads to authentic engagement.</li><li>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.</li><li>We discuss how Dan and his team adapted in one of the industries hit hardest by COVID-19.</li></ul> 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.

San Francisco Travel x Dan Rosenbaum: Climbing Hills to New Heights

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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: <ul><li>We discuss the key differences between agency and in-house life and the experiences that transcend both worlds.</li><li>Curious how restaurants bring new flavors and menu items to life? Tara gives us the behind the scenes scoop we never knew we needed.</li><li>We learn all about the most pivotal marketing metrics in the food and beverage industry.</li><li>Tara explains how she helped successfully transform QDOBA’s fast casual dine-in model into a digital takeout and curbside experience during the pandemic.</li></ul> Guest Bio: Tara Lynch is a marketing &amp; advertising professional that has over 10 years of experience. She started her career in advertising as a summer intern at Saatchi &amp; Saatchi working on Procter &amp; Gamble’s Olay brand. After securing a full-time job on the account after graduation, she worked in New York advertising at Saatchi &amp; Saatchi and Ogilvy &amp; 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 &amp; 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.

QDOBA x Tara Lynch: Embracing the Unfamiliar

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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: <ul><li>We discuss strategies for building a powerhouse marketing team from the ground up, including how to create a “team charter.”</li><li>Ever wonder what improv and marketing have in common? Lauren’s got your back…</li><li>Lauren shares how going back to school to get her master’s degree during the pandemic impacted her career.</li><li>We dig into some of the craziest yet most successful ideas the Cineverse marketing team has said “yes” to recently.</li></ul> 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 &amp; Media” at Northwestern University’s McCormick School of Engineering.

Cineverse x Lauren McCarthy: Finding the Story

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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: <ul><li>We discuss the creative process used by the team at the Ordinary, and how inspiration can come from anywhere — even trash can fires.</li><li>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.</li><li>Aayushi gives us the inside scoop on the Ordinary’s inspiring company culture.</li><li>We talk about the power of storytelling and why a picture really is worth a thousand words.</li></ul> 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.

The Ordinary x Aayushi Rana: Starting from “Yes”

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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 &amp; 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: <ul><li>We discuss what it means to be “human first” at work, and how great leaders effectively balance creativity and business strategy.  </li><li>Ever wonder what separates creatives from the pack? Bob shares what he believes is the common thread.</li><li>We learn why experiential marketing has become the “emotional skin” of the Microsoft brand.</li><li>Bob tells us how his background as a theater major and performer has shaped his philosophies as a creative marketer.</li></ul> Guest Bio: Bob Bejan is the Corporate Vice President of Global Events, Production Studios &amp; 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.

Microsoft x Bob Bejan: Allowing Greatness to Shine in Times of Adversity

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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.

Introducing our new co-host, Beth Bradley!

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

Poppi x Allison Ellsworth: Thriving in Chaos

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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: <ul><li>We discuss the recipe for creating videos that go viral, and how it’s evolved over time.</li><li>Ever struggle with creativity blockers? Dan reveals his tips for “creative block-knocking.”</li><li>We chat about the best off-the-wall campaigns from brands like Skittles and Old Spice.</li><li>Dan shares his experience working on the cutting edge of sponsored content.</li></ul> 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: <a href="https://www.youtube.com/watch?v=W_f2nQm_-uQ" rel="nofollow">https://www.youtube.com/watch?v=W_f2nQm_-uQ</a>

Twofish x Dan Meth: Infusing Creativity with Humor

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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:<ul><li>We chat about the rise of quick consumption video and how channels like YouTube and TikTok have changed the media landscape and producer role.</li><li>Ever wonder what it’s like to work with big creative personalities like Will Smith and Adam Sandler? Josh gives us the inside scoop.</li><li>We dive into what it takes to identify and communicate a brand’s core values throughout the production process.</li><li>Josh shares why he thinks everyone should be a “good cop” and how he saves his “no’s” for when he really needs them.</li></ul> 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 <a href="https://www.instagram.com/birdexplores/" rel="nofollow">@BirdExplores</a> 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 &amp; Film Festival.

Sundance Institute x Josh Shelton: Finding Liberation within Limitations

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

GoodRx x Chelsea Pyne: Balancing Art and Design

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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 &amp; 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: <ul><li>Denise &amp; Lorit discuss the importance of continuous improvement.</li><li>We learn the incredibly helpful advice that our guests would give to a mentee if they had the chance.</li><li>Denise &amp; Lorit reveal their unique experiences with imposter syndrome throughout their careers.</li><li>Denise &amp; Lorit share what keeps them motivated outside of their marketing careers.</li></ul> 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&#39;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&#39;s email marketing campaigns and continues to design for digital. Beyond the professional realm, Lorit&#39;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.

Live at ENGAGE: Bobbitt x Denise Southerland & iS Clinical x Lorit Queller

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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: <ul><li>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. </li><li>Think insurance isn’t “sexy”? Think again! Sia talks us through her strategy for keeping brands like Farmers relevant and fresh.</li><li>We dive into the benefits of starting your advertising career on the agency side.</li><li>Sia shares insights from her book, Treading in Toxicity, and ways to establish a company culture of trust and continuous growth.</li></ul> Guest Bio: Sialoren Spaulding is a marketing &amp; 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.

Farmers Insurance x Sia Spaulding: Reimagining the Tried and True

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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: <ul><li>We explore what it means to employ a “hybrid” agency model and how in-house and external teams can work together.</li><li>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. </li><li>We discuss the importance and impact of creative inspiration both for marketers and their entire companies. </li><li>Chris shares the first and most pivotal step to starting an in-house agency, plus his three-phase roll-out strategy. </li></ul> 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 &amp; United Breweries, leading a multi-billion dollar portfolio of iconic Australian brands.

lution x Chris Maxwell: Embracing Creativity In-house

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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: <ul><li>Cassie and Mallory discuss the challenges of successfully marketing two businesses with completely different brands and clientele.</li><li>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. </li><li>We learn the recipe for creating amazing business partnerships. Hint: It doesn’t involve ex-boyfriends.</li><li>Cassie and Mallory give advice on how to harness the power of social media to connect with clients and grow your business.</li></ul> 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&#39;re passionate about small and intimate weddings and creating simple, yet beautiful gatherings for our couples and their closest family and friends!

Wild Social x Mallory Kincaid & Cassie Lopez: Humanizing Your Business

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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: <ul><li>We discuss what Shaina calls the “Great Reawakening” and how Gen Z is rethinking the institutions that disempower us.</li><li>Still focused on influencer marketing? Shaina breaks down how top brands are going beyond this trend and tapping into community.</li><li>We learn why brands shouldn’t worry about getting “canceled.”</li><li>Shaina reminds us of the importance of authenticity and that the personal is usually political for Gen Zers.</li></ul> 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&#39;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.

JUV Consulting x Shaina Zafar: Amplifying Gen Z’s Voice

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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: <ul><li>We talk about why radio jockeys were the first influencers, and the role “terrestrial radio” plays in today’s digital world.</li><li>Are partnerships with local sports teams part of your marketing plan? Mark convinces us that they should be.</li><li>We learn about reaching niche audiences by building authentic, reciprocal relationships with micro-influencers.</li><li>Mark shares his hot take on using AI in-store and crafting frictionless shopping experiences.</li></ul> Guest Bio: Mark Meisner joined Kwik Trip, Inc. in August of 2016 as Director of Marketing &amp; 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.

Kwik Trip x Mark Meisner: Connecting Emotionally to Consumers

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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: <ul><li>We go on a “time warp” back to 2016, before influencer marketing was a twinkle in Mark Zuckerberg’s eye.</li><li>Which brands do influencer marketing really well? Christian shares his top picks.</li><li>We learn all about inspiring confidence in and making connections between brands and influencers. </li><li>Christian explains why he would advise his younger self to “keep going crazy.”</li></ul> 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 <a href="http://www.glewee.com/" rel="nofollow">www.glewee.com</a> or you can follow them on any major social media platform.

Glewee x Christian Brown: Harnessing the Creator Economy

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“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: <ul><li>We discuss beacon technology and how it’s shaping the store of the future.</li><li>Does your brand offer experiences that are worthy of consumer data? Blair shares how it’s done.</li><li>We learn about the three distinct types of data-driven personalization.</li><li>Blair explains why modesty and humility can (and should!) co-exist with grit and drive.</li></ul>Guest Bio:Blair Roebuck is the Vice President of Marketing Science at Valtech. The practice serves as the data &amp; analytics arm of Valtech’s technical &amp; creative offerings across North America with analysts residing in Canada, the United States, Mexico, Brazil &amp; Ecuador.Through data curation, analysis, and strategic thinking, Blair seeks to drive measurable results. With a specialization in data &amp; ROI, Blair’s areas of expertise include personalization, optimization, analytics &amp; 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 &amp; 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.

Valtech x Blair Roebuck: Demystifying Data

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

Crush Studio x Lacey Hoff: Creating Magical Marketing Experiences

The Brand Collective Podcast by Brandfolder is a place to explore and uncover what happens behind the scenes of some of the world's most interesting brands. With marketers’ minds and creatives’ hearts, we’re a team that’s passionate about finding—and sharing—brand recipes that strike the perfect balance between creativity and effectiveness. Strong brands live here. Here are their stories.