Marketing Beyond with Alan B. Hart

How can brands preserve what sets them apart a s AI transformation brings more speed and scale to marketing content production, The answer starts with smart parameters and guardrails that keep human insight and creativity at the center. In this episode, Meghan Gendelman, chief marketing officer (CMO) of business-to-business (B2B) at Canva, explores how marketing teams can use AI while prioritizing and protecting what technology cannot create : authenticity. Human marketers bring a genuine understanding of what their customers know, feel and believe about a brand. Meghan emphasizes that by first establishing clear , human-led guardrails and parameters such as brand systems, kits and templates , teams can harness AI more effectively to deploy creative, engaging marketing content at scale . Meghan further shares how Canva 's B2B offerings help businesses put this authenticity- first approach into practice . By making it easier to adapt, localize and customize content at scale, Canva allows marketing teams more freedom to focus on customer relevance and brand expression . Meghan also discusses how leaders can help teams adapt as AI changes marketing work by : C halleng ing existing processes and rethinking how work gets done T est ing new possibilities with a beginner's mindset T urn ing innovative ideas into action with practical boundaries By balanc ing freedom and discipline when using AI , your brand can stay authentic while meeting growing content demand s .

How can a brand stay distinctive globally , while earning relevance in each individual market it serves? Consistency is only part of the challenge . Because local presence shape s global perception , brands should strive to understand local customers, respond to market conditions and provide value to communities . In t his episode, Mastercard's Rustom Dastoor, executive vice president and head of marketing and communications for the Americas , draws on his experiences marketing across four continents to explore what it takes to build and sustain a global brand . He explains why the strongest global brands don't simply operate in local markets—they invest in them . By us ing local insight to inform decisions , collaborating with regional ecosystems and investing in talent , brands can contribut e to communities , rather than extract from them, to demonstrate the ir distinct values. Rustom also offers behind-the-scenes insights into what has kept Mastercard's "Priceless" campaign relevant worldwide for nearly 30 years: He believes in maintaining the universal insight—"there are some things in life money can't buy"—while adapting how it shows up across markets, cultures, channels and more. I n other words, "Priceless" stays timeless by refusing to stand still. For marketing leaders, th is conversation offers a valuable perspective on earning local relevance and strengthen ing global distinction. In this episode, you'll hear : Strategies for deploying brand experiences that can flex across countries and cultures How to keep a long-running campaign fresh without losing its core value Ways marketing can turn customer understanding into better business choices, from offerings to pricing Key highlights: [00: 3 0] Introduction [ 0 1 : 3 0 ] A pit stop in Zurich [ 0 2 : 3 0 ] Rustom 's path to Mastercard [ 0 4 :00 ] Marketing on multiple continents [ 0 6 : 00 ] Driving B2B 2C excellence at Mastercard [ 0 8 :00 ] The evolution of global brands [ 0 9 : 45 ] Mastercard's iconic "Priceless" campaign [ 10 : 55 ] Strategies for successful l ocalization [ 14 : 50 ] Past experience that defines you: Living across multiple cultures [ 16 : 2 0 ] Advice to your younger self : Release control [ 17 : 2 0 ] A topic you're trying to learn more about: Squash and swimming [ 18 :0 5 ] Latest curiosities : Humanity's perseverance [ 19 : 1 0 ] Largest potential opportunity : AI's impact on marketing [ 2 0: 4 0 ] What AI cannot do : The value and impact of people Resources mentioned: Mastercard Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Rustom and Mastercard : Rustom on LinkedIn Mastercard on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

How can marketing leaders balance rapid change, emerging technology and brand purpose to drive lasting growth and loyalty across a portfolio of iconic brands? Anton Vincent, president of Mars Snacking North America & Global Ice Cream, shares what it looks like to lead with purpose across a suite of powerhouse brands spanning confections, pet care and food. He discusses how Mars balances ambitious growth with a real commitment to responsibility, ensuring that business success and positive societal impact go hand in hand. Anton also underscores the strategic value of developing talent and enabling people to move across different business areas to encourage agility and fresh thinking. He shares why creativity remains essential for brands—especially as technology and analytics redefine what's possible—and highlights the discipline required to uphold quality and brand integrity in a crowded, fast-moving marketplace. Throughout the conversation, Anton stresses that enduring relevance and brand loyalty come from continuous learning and a clear understanding of both consumers and culture . In this episode, you'll learn: Why centering business growth with real purpose can create a lasting impact at scale How ideas supported by data and fueled by originality can capture and hold people's attention in today's crowded market Ways to build agile teams and nurture authentic brands to stay relevant in a constantly changing world Key highlights: [00:00] Introduction [0 1 : 3 0] Basketball talk [0 4 : 3 0] Anton's path to Mars [0 8 :00] The scope of Mars [ 1 0: 2 0] Alan's love to Hubba Bubba [ 12:20 ] Scale versus independence of brands [ 14 :0 5 ] The Mars talent strategy [ 15 : 4 0] Navigating the evolving marketing ecosystem [ 18 : 2 0] Marketing that adapts to change [ 2 0: 3 0] Notable recent work [ 22 :0 5 ] An experience that defines you: Top Secret Popcorn recall [ 26 :00] Advice to your younger self: Slow down [ 28 : 3 0] A topic marketers need to learn more about: Connecting creativity with technology [ 33 : 45 ] Largest opportunity or threat to marketers today: Constant learning Resources mentioned: Mars Snacking SNICKERS NFL Bedtime with Josh Allen Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Anton Vincent and Mars Snacking: Anton Vincent on LinkedIn Mars on LinkedIn Mars on Instagram Mars on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

How can a well-known B2B brand move beyond what customers think they already know? In this episode, Kimberly Storin, CMO of Zoom, explains how marketing teams can shift brand perceptions and influence B2B buyer journeys by bringing together brand marketing, demand generation, content , and customer advocacy. Brand perception takes shape differently today. A s more buyers begin their brand research using AI tools and zero-click search , buyers often form preferences and decision s before they eve r engag e with a brand directly. Marketers today may see only a small portion of the buyer journey and not know when they're under consider ation . For Kimberly , this means brands need to do more than generate awareness and demand: T hey need to shape how buyers understand the brand, what it offers and where it can create value . As she puts it, " brand equals demand." Marketers can accomplish this by building trust, showing up in the right places , and answering buyers' questions in the less visible stages of decision-making through efforts such as answer engine optimization (AEO). Kimberly further explores how AI -driven discovery create s distinct purchasing paths for human buyers and AI agents—paths that require different content and experiences designed for each . Th is episode offers a practical perspective on how marketers can reshape perception , stay relevant across an increasingly fragmented journey , and connect brand building to business growth —even when buyers form opinion s before the brand knows they a re in the market . In this episode, you'll hear : Strategies to connect brand building with demand generation, so marketing effort s shifts perception and drive action Why answer ing buyer questions before sales teams enter the conversation is now a core B2B journey expectation Ways t o widen marketing's view of the buyer journey and shift investment toward s what works better Key highlights: [00:00] Introduction [ 0 1 :0 5 ] Growing up with chief financial officer (CFO) and designer parents [ 0 2 : 15 ] Kim's path to Zoom [ 0 3 : 35 ] Bringing marketing and communications together [ 0 6 : 4 0 ] Keeping up with an evolving buyer journey [ 0 7 : 3 0 ] Why brand equals demand [ 1 0: 1 0 ] Zoom Ahead ' s campaign strategy [ 13 : 1 0 ] Past experience that defines you: Powerful mentorship [ 15 : 35 ] Advice to your younger self : Prioritize sleep for health [ 16 : 00 ] A topic you're trying to learn more about: Pilates [ 16 : 45 ] Latest curiosities : Balancing AI and human connection [ 18 : 4 0] Largest potential threat : Inability to pivot as search habits change Resources mentioned: Zoom Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Kimberly and Zoom : Kim berly on LinkedIn Zoom on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloi tte Digital on Threads

The hardest part of marketing today may not be demonstrating value or creating more ideas. It may be knowing which activities deserve your attention. As Khurrum Malik, VP of business and product marketing at Walmart Connect, explains : more tools, channels, media types and AI capabilities can lead to overemphasiz ing activity . When teams confus e activity with progress , it's difficult to s tay focused on what drives impact. In this episode, Khurrum shows how the strongest marketing organizations stay focused on what matters: connecting creativity to commerce, creating demand through brand storytelling, capturing it through search and commerce , and proving incremental impact. He also makes the case that customer experience should remain at the center of that work, emphasizing that—as AI changes how marketers operate — trust, human judgment and accountability still matter . The episode is especially relevant for marketing leaders who want to cut through complexity, keep teams aligned on impact , and lead with transparency and experimentation while fueling durable growth. In this episode, you'll hear : Strategies to connect brand storytelling with search and commerce to drive demand H ow to keep teams focused on priorities that drive growth Why leading through change depends on building trust and accountabili ty Key highlights: [00:00] Introduction [ 0 1 : 1 0 ] Using AI at home [ 0 2 : 3 0 ] Khurrum's path to Walmart Connect [ 0 4 : 4 0 ] Walmart Connect's scope [ 0 6 : 25 ] How advertising platform s are evolving [ 12 : 55 ] Three c ore principles of success [ 15 :00 ] What's next for Walmart Connect [ 17 : 4 0 ] Past experience that defines you: Moving a lot as a child [ 18 : 3 0 ] Advice to your younger self : Adopt an editorial mindset [ 2 0: 25 ] A topic you're trying to learn more about: Delivering value across the C-suite [ 21 : 4 0 ] Latest curiosities : Balancing AI and human creativity [ 23 : 15 ] Largest potential threat : Inability to focus as channels expand Resources mentioned: Walmart Connect Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Khurrum and Walmart Connect : Khurrum on LinkedIn Walmart Connect on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

Fandom is evolving from passive consumption to active participation, creating new opportunities for brands to connect with consumers in authentic ways. In this episode, Andrea Hopelain, GM and senior vice president of global marketing at Electronic Arts (EA), shares how brands can leverage fandom by showing up where today's consumers are already creating, connecting, and building community. She explains what marketers can learn from this model and how they can take advantage of this space. While Andrea believes brand reach still matters, she says meeting consumers in participatory spaces can take the connection to the next level. The conversation also explores how marketing teams can harness live signals, audience behavior, and social interaction insights to create fan experiences that feel more personalized, culturally grounded, and natural to the people they want to reach. Andrea says the biggest opportunities come from building with audiences, not just broadcasting to them. Key highlights: [00:00] Introduction [ 01 : 20 ] Leadership lessons learned on the soccer pitch [ 02 : 30 ] Andrea's path to EA [ 04 : 45 ] The evolution of fandom [ 07:05 ] Brand marketing opportunities in fandoms [ 08 : 45 ] EA as a platform [ 10:20 ] Live data integration in gaming [ 11 : 45 ] Past experience that defines you: Moving a lot as a child [ 12 : 50] Advice to your younger self : Understand the bottom line [ 14 : 50] A topic you're trying to learn more about: Nurturing plants [ 15 : 45 ] Latest curiosities : Balancing AI and human judgment [ 17 : 10 ] Largest potential opportunity: Community and belonging Resources mentioned: EA Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Andrea and EA : Andrea on LinkedIn EA on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

How are the expectations for CMOs evolving? In this episode , Richard Sanderson, Spencer Stuart's marketing, sales & communications officer practice lead er , returns to the podcast to discuss how CMOs and other marketing leaders can address the growing pressure from boards and CEOs to demonstrate clearer business impact. Richard breaks down the competing forces that are shap ing and amplif ying that pressure: The expectation to connect their work more directly to enterprise value The need to align structure, scope and skills to specific business challenges And the expectation to deliver growth, efficiency, brand, trust, and customer experience. He dives deeper to discuss how AI is reshaping the marketing function—especially in larger companies, where executives and stakeholders are growing impatient to see experimentation turned into measurable results. Richard provides experience-based recommendations for how CMOs can harness AI for a positive impact on both their department's efficacy and the customer experiences they deliver. Richard also reveals the qualities he sees that set stronger marketing leaders apart, including an enterprise-wide perspective, close collaboration with CFOs and hands-on AI literacy. This episode offers practical strategies to help marketing leaders navigate and satisfy these changing expectations. In this episode, you'll hear : How CMOs can tie marketing more directly to enterprise value Why marketing teams may want to embrace AI-driven change at the infrastructure level What sets CMOs apart in a rapidly changing business landscape Key highlights: [00:00] Introduction [ 0 2 :00 ] Turning 50 [ 0 3 : 4 0 ] Today's C-suite hiring trends [ 0 5 :0 5 ] What CEOs look for in a CMO [ 0 7 : 15 ] Balancing growth and efficiency, with AI [ 15 : 5 0 ] How a CMO's scope has changed [ 21 :0 5 ] Chief marketing officer, or chief customer officer? [ 25 : 10 ] What separates a thriving CMO from a struggling CMO [ 28 : 45 ] Leading while being a teammate [ 29 : 10 ] What CMOs need to study right now: Organizational design [ 31 : 15 ] How CMOs can tackle AI-driven change [ 34 : 2 0 ] Largest potential opportunity for CMOs : Embracing transformation Resources mentioned: Spencer Stuart Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Richard and Spencer Stuart : Richard on LinkedIn Spencer Stuart on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

How can you deploy a n end-to-end CRM strategy that keep s pace with complex , evolving customer journey s ? In this episode, Ford Motor Company Consumer CRM Lead Kim Reedy explains why she views CRM as an end-to-end capability that connects a businesses ' strategy, creative, execution, analytics and internal stakeholders . Kim reflects on her path from marketing to agency work and then to the client side , and how those experiences shaped her strategic approach to automotive CRM transformation : Start by tackling smaller, specific opportunities to improve dynamic elements of the customer journey, rather than trying to overhaul everything at once. Kim discusses her view of AI as a practical assistant for targeting, timing and creative scale, while emphasizing the need for ongoing human oversight and talent upskilling . Her key insight for marketers : W hen teams align the right data, process, technology and operating model around a clear business objective , they can create more relevant , impactful customer experiences, even in a market where loyalty is under pressure. In this episode, you'll hear : How deeply intentional, collaborative, end-to-end CRM transformation can have a big impact Why customer engagement journeys are no longer linear, and how marketing can adapt Ways AI can help marketing teams target better, move faster and scale personalized content, but only when the right people and process es are in place Key highlights: [00:00] Introduction [ 0 1 : 15 ] Being a dance mom [ 0 2 : 45 ] Kim 's path to Ford [ 0 4 : 1 0 ] Moving from agency side to client side [ 0 5 :00 ] What CRM at Ford looks like [ 0 7 :00 ] Automotive CRM transformations over the years [ 11 :00 ] The evolving impact of AI [ 13 : 25 ] Keeping humans at the helm [ 16 : 5 0] A shift in the loyalty paradigm [ 22 : 0 0 ] Advice to your younger self : Do things that are uncomfortable [ 22 : 5 0 ] A topic you're trying to learn more about: Automating daily tasks [ 24 : 45 ] Latest curiosities : AI and creativity [ 28 : 2 0 ] Largest potential opportunity: Rethinking organizational processes Resources mentioned: Ford Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Kim and Ford Motor Company : Kim on LinkedIn Ford Motor Company on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

How can you balance urgency, relevance and restraint in omnichannel customer messaging? In this episode, Trish Magnetico , customer comm unication s lead at GFiber , a high-speed broadband internet service provider , shares how her team infus ed marketing into their new customer relationship management ( CRM ) approach through SMS and push notification s . She discusses how her team us es data, testing and consent-aware channel choices to focus on quality over quantity, to increase engagement across formats . M ajor platform migration s , she says, can also activate necessary transformation for delivery strategy , message design and data hygiene infrastructure across new and existing customer communication channels. GFiber's Trish Magnetico shares how to scale customer communications without creating noise, using testing, data, and channel-specific choices to prioritize quality over volume . Trish says omnichannel CRM at scale depends on marketing and engineering working closely together. She explains that this joint effort joint effort is particularly important when using sensitive customer information to deliver targeted, personalized experiences that stand out among the dozens of daily marketing communications customers receive across SMS , email and more . Noting how one signal can create multiple customer touchpoints , Trish encourages leaders to stay disciplined with scope, not to get hung up on volume and pay close attention to what customers communicate in support feedback , as this can reveal the right messages to send via the right channel, at the right time and for the right reason s. That's how CRM marketing can create impact . In this episode, you'll hear : Why smarter channel choices can matter more than message volume Practical steps to rethink your CRM at scale in the face of major platform changes How marketing and engineering can work as one team to protect trust and increase engagement for memorable customer experiences Key highlights: [00:00] Introduction [ 0 1 : 2 0 ] Raising competitive athletes [ 0 2 : 45 ] Trish's path from biological anthropology to CRM [ 0 5 : 55 ] The importance of a strong digital footprint [ 0 7 : 15 ] What makes SMS and push notification marketing different [ 1 0:0 5 ] Data retention during platform migration [ 13 :0 5 ] Rebuilding a CRM program [ 15 :0 5 ] Lessons from scaling omnichannel growth [ 17 : 3 0] A n experience you learned from : Meeting a life partner [ 19 : 35 ] Advice to your younger self : Everything is not a fire drill [ 21 :00 ] A topic you're trying to learn more about: Crafting and jewelry making [ 22 : 1 0 ] Latest curiosities : Rethinking the future of marketing [ 23 : 45 ] Largest potential threat: Not spending enough time with the data Resources mentioned: G F iber Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with G F iber : G F iber on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

What if the biggest shift in marketing isn't about chasing the next AI tool, but about making the systems and data that marketers already use work together more intelligently? This episode takes a slightly different angle on marketing transformation. Instead of talking with a brand marketer about how their team utilizes AI, we hear from Salesforce's Chief Customer Officer for Agentforce Marketing Kevin Siminski about how the technology provider is working to reduce complexity, connect data and make AI more practical for everyday marketing work. Kevin starts by busting two myths that shape how many teams think about Salesforce: Marketing Cloud Engagement is not going away, and marketers do not have to face a challenging migration or choose between B2B and B2C capabilities to move forward. He explains how Salesforce is instead bringing those capabilities together in the same platform, so customers can adopt what they need without starting from scratch . Then Kevin discusses the data foundation underneath that experience—how a shared foundation can make agentic AI more useful in practice and enable organizations to customize how those tools work together. Kevin also explores how connectivity and AI can reshape marketers' day-to-day work. Rather than suggesting a vague transformation, he points to a more practical future: developing campaigns efficiently, streamlining delivery and giving teams more control over where human judgment still matters. In this episode, you'll hear about : The top two myths about Salesforce marketing solutions, busted How Salesforce is bringing B2B and B2C capabilities together in the same platform Why a shared data foundation can make agentic AI more useful in marketing Ways AI could help automate campaign brief and orchestration tasks, shortening timelines without removing human judgment Key highlights: [00:00] Introduction [ 0 1 : 3 0 ] The value of taking a gap year [ 0 4 : 05 ] Kevin 's path back to Salesforce [ 0 5 : 35 ] Agentforce Marketing's impact [ 0 6 : 4 0 ] Driving product adoption in a changing world [ 0 9 : 1 0 ] Connecting MarTech platforms with strong data [ 11 : 5 0 ] Embracing the future of headless CMS [ 13 : 1 0 ] Combining AI agents into a " super agent " [ 15 : 3 0] The autopilot metaphor [ 18 : 1 0] Early career moments : Engineering in the telecom world [ 2 0: 45 ] Advice to your younger self : Listen more intentionally [ 22 :0 5 ] A topic you're trying to learn more about: Agentic AI's rapid growth [ 23 : 1 0 ] Latest curiosities : The evolution of the trades and hands-on work [ 26 : 25 ] Largest potential threat: Accelerating AI adoption without governance Resources mentioned: Salesforce A gentforce Marketing Salesforce D ata 360 Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Kevin and Salesforce : Kevin on LinkedIn Salesforce on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

Marketers are being pushed to do more than run campaigns. They are being asked to build relevance, personalize at scale and make every interaction feel more relevant to the individual. That shift requires a different kind of leadership, one grounded in adaptability and curiosity. In this episode, Visa Senior Vice President of Marketing Kevin Skirde reflects on a career shaped by experimentation. He said that taking roles he did not initially see himself in helped build a strong foundation for leadership, including learning how to be comfortable in the uncomfortable and turning complex information into clear strategy for executives. That mindset carries into how he thinks about teams. Skirde points to culture, high-performing teams and relationships as core drivers of effectiveness , saying strong outcomes depend not just on ideas but on the people and environment that bring them to life. On marketing and artificial intelligence (AI), Skirde says the technology can automate repetitive tasks and help smaller companies compete more effectively. At the same time, it raises the premium on human judgment, strategy and relevance. As marketing shifts toward more continuous, one-to-one journeys , the real advantage comes from understanding what matters to each individual , and creating connections that feel personal rather than interruptive. In this episode, you'll hear about how : The strongest marketing feels personal, relevant and built around real consumer interests Complexity becomes an advantage when teams simplify it into clear, actionable value AI is raising the premium on human judgment and leaders who can build effective strategies, shifting from execution to direction and better outcomes Key highlights: [01:15] Introduction and a fear of flying [05:11] Kevin Skirde's path to Visa [05:45] Learning through career experiments [06:45] American Express lessons: Precision, loyalty and operating mindset [07:35] Startup lessons [08:20] Leadership, culture and high-performing teams [18:00] Making sense of marketing complexity [23:05] From interruption to relevance [26:25] An experience that defines you: Missing one path and finding the right one [31:05] Advice to your younger self: Have fun, be patient, keep learning [32:35 A topic you're trying to learn more about: Retirement and purpose [35:45] Latest curiosities: The future workforce for the next generation [41:50] Largest opportunity or threat: AI and the rising value of human judgment Resources mentioned: Visa Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Laura and GM : Kevin Skirde on LinkedIn Visa on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

RERELEASE: From the archives — originally released in July 2025. Are your ads landing with consumers? According to iHeartMedia's "The New American Consumer 2.0" study, 44% of Americans feel ignored by most advertisers. In today's episode, Alan chats with Gayle Troberman , executive advisor at iHeartMedia, about bridging the gap between marketers and consumers, and the marketing principles that stay consistent despite technological advancements. Gayle emphasizes the importance of balancing new technology with classic marketing approaches and cautions against neglecting potential customers by focusing too narrowly on the target audience . She highlights the power of evoking memories in advertising, primarily through audio, with examples of iconic jingles . She also describes why radio and podcasting are effective tools for mass reach and emotional engagement. Gayle Troberman is a highly respected marketing industry veteran. She spent 16 years as chief creative officer at Microsoft , then as chief marketing and ideas officer at IPG Mediabrands . She then became chief marketing officer at iHeartMedia for over a decade before moving into her current role as executive advisor. Today, Gayle works across all iHeartMedia businesses to help them connect with consumers in a deeper, more meaningful way. Her "human first, outcome second" approach to life and marketing has kept her consistently in tune with consumers throughout her career. In this episode, you'll hear about: The inspiration behind "The New American Consumer 2.0" study and insights from the research How marketers can better understand their audience Approaches to using AI and targeting to add value from a consumer perspective Key highlights: [00:00] Rerelease note [00:20] Introduction [01:50] A " muppalucky " life [02:55] Gayle's career path [05:55] The secret to a long CMO tenure [07:50] Enduring truths in marketing [13:45] "The New American Consumer Report 2.0" [18:30] How marketers can reconnect with everyday consumers [22:45] Who has influence? [24:20] Using AI in a mindful way [28:35] An experience that defines you: Developing a human-first philosophy [31:35] Advice to your younger self: A little more patience and empathy [33:05] A topic marketers need to learn more about: Balancing the new with the classics [34:20] Subcultures and trends to follow: Young people taking strong stances [35:40] Largest opportunity and threat to marketers today: Fake performance indicators Resources mentioned: Gayle Troberman iHeartMedia The New American Consumer 2.0 study Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Gayle Troberman and iHeartMedia: Gayle Troberman on LinkedIn iHeartMedia on LinkedIn iHeartMedia on Instagram iHeartMedia on YouTube Connect with Alan Hart and Deloitte Digital: Alan Hart on X Alan Hart on LinkedIn Deloitte Digital on LinkedIn Deloitte Digital on Instagram Deloitte Digital on YouTube Deloitte Digital on Threads

What strategies is Vanguard using to help marketing and sales stay aligned while keeping the client at the center? In this episode, Vanguard's John Howie, head of sales channel marketing for the f inancial a dvisor s ervices d ivision , reflects on his move from sales into marketing . He discusses how marketing leaders can drive stronger results by grounding solutions in each client's selling realities and building a shared understanding with sales, not just for sales. J ohn describes how his team uses direct input from sales leaders to shape marketing efforts around real selling conditions, and emphasiz es that effective internal change efforts need both rational support and human buy -i n. When it comes to AI, John advocates using it to guide strategy , rather than to fully design or replace the strategy itself . He warn s that leaders should not let the push for speed and productivity crowd out creativity, judgment, and the distinctly human work of storytelling and problem solving. This episode offers a practical point of view to help today's marketers keep the client at the center, use data and frontline insight s together, and treat this moment of transformation as a chance to improve not only the way teams work , but the overall quality of work . In this episode, you'll hear : How building marketing and sales around the same customer reality can improve results Tips for connect ing a strong business case with talent buy-in for lasting change Practical ways l eaders can deploy AI to give teams more time for creativ ity and problem solving Key highlights: [00:00] Introduction [ 0 1 :00 ] Skydiving experiences [ 0 2 : 3 0 ] John 's path to Vanguard [ 0 5 : 2 0 ] How marketing can find common ground with sales [ 0 7 : 55 ] Adjusting for changing selling realities [ 0 9 : 45 ] Centering customer and client perspectives [ 11 : 45 ] Transforming an organization from the inside out [ 13 : 5 0 ] AI's impact on the change management process [ 16 : 2 0] Internal marketing use cases with AI [ 18 : 45 ] An experience that defines you: Major life changes coinciding with career launch [ 2 0: 35 ] Advice to your younger self : Your performance rating is not your identity [ 22 : 3 0 ] A topic you're trying to learn more about: AI's evolving role in daily life [ 23 : 3 0 ] Largest potential threat: Rapidly implementing AI without a clear strategy [ 25 : 3 0] What you would have an LLM do for you: Give me more time with family Resources mentioned: Vanguard Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with John and Vanguard : John on LinkedIn Vanguard on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

At General Motors, modernizing marketing means more than just adopting new tools—it requires thoughtful experimentation and sound human judgment to apply AI and other innovations while protecting the customer experience. In this episode, Laura Thornton shares how General Motors ( GM ) approach es this balance through two parallel efforts: marketing technology modernization and Project Leapfrog, a pilot program where teams can test low - risk ideas outside the core operating model. She explains how this approach helps her team experiment with new AI tools to quic k ly solve problems and expedite workflows . Laura encourages marketing leaders to create room for testing, give teams permission to fail, build confidence through hands - on use of new tools while avoid ing changing too much too fast. Laura also discusses a real leadership challenge for marketing and consumer engagement leaders : not only adopting AI, but helping employees throughout the enterprise adapt while keeping human judgment and customer connection at the center. " Taking risks is something that can feel very daunting, and as marketers, we have to be open to trying and testing new things. So that has to be fundamental . " - Laura Thornton In this episode , you'll hear about : AI adoption approaches that can bring change without putting core work at risk Experimentation i nsights that can help teams unlock better ideas, accelerate learning and improve adoption L eadership tips for fostering AI-driven change with humans-in-the-loop Key highlights: [00:00] Introduction [ 0 1 : 2 0 ] An auto industry family legacy [ 0 1 : 55 ] Laura's GM path: From account coordinator to executive director [ 0 3 : 25 ] Perspectives from the agency side vs. client side [ 0 4 : 15 ] Taking customer journeys from insights to action [ 0 5 : 1 0 ] Embracing MarTech transformation [ 0 6 : 25 ] Introducing Project Leapfrog [ 0 7 : 25 ] AI pilot experimentation [ 1 0: 25 ] Integrating AI with the human workforce [ 11 : 45] Lessons for future transformations [ 13 :00] An experience that defines you: Trusting the process through career pivots [ 14:15 ] Advice to your younger self : Find your voice early to grow confidence [ 15 : 1 0 ] A topic you're trying to learn more about: Change management [ 17 :00 ] Latest curiosities : Analog, in-person experiences [ 18 : 45 ] Largest potential threat: Pressure to change too rapidly without a strategy Resources mentioned: General Motors Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Laura and GM : Laura on LinkedIn General Motors on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

What could marketing teams accomplish if they spent less time chasing inputs and more time shaping ideas? In this episode, Stacy Martinet , chief content and creative officer at Adobe, s hares her perspective on one of the near-term opportunit ies for marketing leaders : using AI to reduce workflow grind . She highlights how process es that once took weeks —such as brief creation— can now take minutes, giving teams more time to focus on concepts, production and cultural relevance. Drawing on her experience across media, communications and brand leadership, Stacy suggests that even as AI tools and processes evolve , craft and specialist roles remain essential . S tacy also discusses creator collaborations , which she believes work well when brands give creators room to do what they do best, rather than over- engineering the outcome . Authentic creator-driven content can help unlock a meaningful audience connection that brands cannot easily create on their own. The key is creative leaders nurturing a culture o f experimentation by reducing fear of trying something new and building AI fluency t hat enables brand growth . In this episode, you'll hear about : How creative teams can harness AI technology to drive results and increas e focus on the big picture W hy brands should approach the creator economy as a valuable collaboration opportunity to reach more customers Practical ways creative leaders can encourage technology experimentation and help teams adapt to change Key highlights: [00:00] Introduction [ 0 1 : 0 5 ] Inspiration from everyday interactions [ 0 2 : 2 0 ] Stacy 's path to Adobe [ 0 6 :00 ] The role of creators in brand marketing [ 0 7 : 15 ] How Adobe Firefly spotlights creators [ 0 9 : 0 5 ] The origins of the creator economy [ 1 0 : 2 0 ] Embracing the agentic AI era [ 11 : 2 0 ] Streamlining the creative brief [ 14 : 2 0 ] Early career inspiration: Role models [ 15 : 3 0 ] Advice to your younger self : No lesson too small [ 15 : 55 ] A topic you're trying to learn more about: Ancestry and Italian cooking [ 16 : 3 0 ] Latest curiosities : Communicating change to prepare for the future [ 17 :00 ] Largest potential threat: Brands not keep ing up with AI's rapid growth Resources mentioned: Adobe Adobe Firefly Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Stacy and Adobe : Stacy on LinkedIn Adobe on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

How can marketing help turn brand recognition into meaningful connections? I n today's episode, Alan Hart speaks with Herbalife CMO Hanan Wajih about how she views marketing's role in helping lead enterprise transformation by strengthening the brand, sharpening the company's storytelling, and equipping distributors with better tools and content to better support customers. Hanan explains that Herbalife's current opportunity is not awareness, but familiarity, because many people know the name without fully understanding the company's purpose, product quality, innovation, scale or distributor model. She points to the company's broad reach — from nutrition clubs and distributors to sports partnerships and product innovation — and explains why that scale makes clear, consistent storytelling and increasingly personalized engagement more important than ever. For marketing leaders, her comments suggest three practical priorities: continue investing in brand building as a long-term driver of trust and loyalty, use tec hnology to make content and engagement more relevant at scale, and help teams build the skills needed to lead through ongoing change. Hanan also shares her perspective that, as AI reshapes marketing, authenticity, strong values and the willingness to challenge old ways of working are likely to matter just as much as new tools. In this episode, you'll learn: Why awareness may not be enough to build deeper trust, loyalty and long-term growth How marketing can help support transformation through better tools, clearer stories and stronger alignment The importance of balancing innovation with trust and credibility Key highlights: [00: 0 0] Introduction [0 1 : 2 0] A moment in Maui [0 3 :00] Hanan's path to Herbalife [0 6 : 55 ] T he scope of her role [0 7 : 3 0] The mission of Herbalife [ 10 :00] Herbalife's e nterprise transformation [ 12 : 1 0] Marketing ' s role in the transformation journey [ 15 :00] An experience that defines you: A multicultural upbringing [ 16 : 20 ] Advice to your younger self: Trust yourself sooner [ 16 : 45 ] What are you curious about: Leadership in the AI era [ 17 : 25 ] What are you trying to learn more about : Generation Alpha and Beta [ 18 :0 5 ] Largest opportunity and threat to marketers today: Authenticity [ 18 : 3 0] What would you want an AI agent or an LLM to do for you: Quantify the impact of brand marketing Resources mentioned: Herbalife Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Hanan Wajih and Herbalife Hanan Wajih on LinkedIn Herbalife on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

What does "AI-ready data" look like in a modern marketing organization, and where can it create practical value for marketers? In today's episode Alan Hart talks with Neha Kovach about the practical work marketers may need to consider before AI can deliver real value. Neha is jeweler David Yurman's global head of customer resource management , data, customer experience and loyalty . Neha believes that getting data ready is less about volume , more about structure and context: cleaning it up, defining customers more clearly, and turning general customer data into signals that can guide action — like how recently someone purchased or how close they are to a milestone. She suggests the bigger opportunity for AI may not be routine service, but rather helping marketers improve conversion, retention, and personalization with more relevant timing and messaging. She also points to a separate operational benefit: increasing workforce capacity by helping teams work more efficiently. Looking ahead, she also explores what it might take for brands to compete in a world where AI agents may increasingly shape what customers see, consider and buy. In this episode, you'll hear about : Ways to think about creating a stronger data foundation to prepare for AI more effectively Where AI may offer practical support across customer engagement, team capacity and decision-making Why understanding customer intent may become increasingly important as marketing continues to evolve Key Highlights: [00: 0 0] Introduction [0 1 : 15 ] Moving to the United States [0 2 :0 5 ] Neha's path to David Yurman [0 4 : 25 ] What is David Yurman? [0 5 : 2 0] Preparing data fo r AI [0 7 : 55 ] Bringing agents into the mix [ 11 : 2 0] Specific agentic use cases [ 13 : 2 0] Customer experience in an agentic - enabled world [ 14 : 3 0] An experience that defines you: Losing her mother and becoming one herself [ 17 : 35 ] Advice to your younger self: Be gentle to yourself [ 18 : 5 0] A topic marketers need to learn more about: Neuroplasticity and quantum physics [ 2 0: 45 ] Largest opportunity and threat to marketers today: Customer attention span Resources mentioned: David Yurman Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Neha Kovach and David Yurman Neha Kovach on LinkedIn David Yurman on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

What can stronger sales and marketing alignment look like in practice? In today's episode, Alan Hart talks with Braze Chief Revenue Officer Ed McDonnell about building a career by chasing experiences and skills instead of titles ; why strong sales and marketing partnerships start with shared ownership of the customer journey, and how marketers can stay close enough to customers to understand where performance is really breaking down. Drawing on leadership experience across high-growth software, Ed explains why alignment can improve when teams focus less on funnel labels and more on the full customer journey, from awareness to renewal and advocacy. He also talks about the role of data, regular review cadences and honest conversations about where pipeline performance is falling short. Ed shares how Braze is using AI to support decision-making , campaign execution and marketer workflows, and why he believes AI will make shopping more curated, conversational and immediate. For marketers, his message is clear: B etter tools matter but staying close to customers and evolving as quickly as they do matters more. In this episode, you'll learn: Why growth can happen faster when sales and marketing stay focused on the customer What leaders can do to spot weak points early and keep teams moving together Where AI can help make customer experiences more relevant and responsive Key highlights: [00: 0 0] Introduction [0 1 :00] Inside fantasy baseball [0 3 : 3 0] Ed's path to Braze [0 9 : 15 ] Where Braze is today [ 11 : 1 0] Bringing sales and marketing together [ 1 5 : 3 0] Tips for creating a better customer experience [ 1 6 : 45 ] Building internal trust [ 19 : 3 0] The impact of AI [ 23 : 2 0] An experience that defines you: Family ties and a health scare [ 26 : 3 0] Advice to your younger self: Chase experiences and skills, not titles [ 28 : 5 0] A topic marketers need to learn more about: A I applications for go to market [ 3 0: 5 0] What are you interested in right now: Fantasy books and golf [ 32 : 3 0] Largest opportunity or potential threat to marketers today: Themselves Resources mentioned: Braze Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Ed McDonnell and Braze Ed McDonnell on LinkedIn Braze on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads

How can marketing leaders use AI to scale customer storytelling in ways that drive growth without losing the human connection that matter s ? In today's episode, Alan Hart talks with Génesis Miranda Longo, Shopify's head of customer and industry marketing, about how customer stories can drive both growth and trust. Génesis explains that her role spans two priorities: helping new customers discover Shopify and helping existing customers grow by bringing their stories to market. She sees those stories as more than content because they help prospects to picture what success looks like, give sales teams stronger proof points, foster community, and build deeper customer relationships. Génesis believes AI should accelerate the work around the conversation, not replace the conversation itself. She shares how she uses AI to research, prepare, and scale customer marketing, while emphasizing that valuable insights still come from talking directly with customers. She closes with a broader lesson for marketing leaders: don't wait for permission, build what's needed, and use automation to create more space for real human connection. In this episode, you ' ll learn: Why customer stories are more impactful when they build trust Where AI adds value in Génesis's workstream ; Why lasting progress often depends on clarity, not just speed Key highlights: [00: 0 0] Introduction [0 1 :0 5 ] Growing up in Mexico [0 2 :00] Génesis's path to Shopify and the scope of her role [0 3 : 2 0] Symbiotic customer story telling [0 5 : 2 0] Scaling customer stories [0 7 : 14 ] Revving the performance engine [0 8 : 1 0] "Matchie" and her library of content [0 8 : 55 ] Shopify Champions [ 1 0: 1 0] Tips for marketers [ 12 :00] An experience that defines you: Being raised in Sinaloa [ 12 : 55 ] Advice to your younger self: Don't wait for permission [ 13 : 35 ] A topic marketers need to learn more about: AI for decision-making [ 14 : 45 ] What are you curious about: How new communities are being created [ 17 : 1 0] Largest opportunity for marketers today: Becoming a "way maker" [ 18 :0 5 ] One-way agentic AI will fundamentally change how we shop in the next year Follow the podcast: Listen on Apple Po d casts Listen on Am a zon Music Listen on Au d ible Listen on iHeart Rad i o Listen on Sp o tify Connect with Génesis Miranda Longo and Shopify: Génesis Miranda Longo on LinkedIn Shopify on Link e dIn Connect with Alan Hart and Deloitte Digital: Connect with Alan H a rt on X Connect with Alan Hart on L inkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Dig i tal on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Th r eads

How can marketers adapt when consumer behavior is shifting faster than traditional strategies can keep up? In this episode Rich Honiball shares his perspective on navigating the fundamental transformation that's continuing to happen in how people buy and consume information. Drawing on his experience across retail and marketing leadership roles, Rich argues that today's rapid changes demand agile platforms where personalization becomes necessity rather than luxury, and that two-way communication with customers is critical to understanding what will make their lives easier. He challenges the assumption that economic factors alone explain changing purchase patterns, suggesting instead that consumers simply value different things now and seek expertise from different channels. Rich emphasizes the importance of not abandoning core customers when chasing growth and studying how people actually take in information today . T hroughout the conversation, Rich stresses that while the channels and methods are evolving rapidly, the fundamental work remains grounded in understanding and serving the people you are trying to reach. I n this episode, you'll learn: Why your core customer should anchor your decisions even when everything else shifts What it looks like to build agile platforms that serve complex needs — without losing focus Where AI fits in marketing when human connection remains the priority Key highlights: [01:15] A man on the move [02:10] Rich's path to the Navy Exchange [03:55] Why does the military need a retail store? [06:25] Meeting the needs of all patrons [07:25] Staying competitive as retail options increase [08:30] Balancing art and science [09:55] The purpose of podcasting [12:00] A humble expert is always a student [12:55] An experience that defines you: Chicken gizzards and white rice [15:30] Advice to your younger self: Failure is a part of the puzzle [16:30] A topic marketers need to learn more about: Learn lessons from history [17:50] Trends to follow: Sustainability and shifts in engagement [19:30] Largest opportunity or threat to marketers today: AI is both Resources mentioned: George Mason University Retail Relates Podcast Follow the podcast: Listen on Apple Podcasts Listen on Amazon Music Listen on Audible Listen on iHeart Radio Listen on Spotify Connect with Rich Honiball and George Mason University: Rich Honiball on LinkedIn George Mason University on LinkedIn Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X Connect with Alan Hart on LinkedIn Connect with Deloitte Digital on LinkedIn Connect with Deloitte Digital on Instagram Connect with Deloitte Digital on YouTube Connect with Deloitte Digital on Threads