CultivatED Marketer

In the 44 episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen, Julie Masson, and Matt Tidwell, PhD, are joined by Mary-Catherine Reinert, Founder of Fortissima, a firm specializing in multi-sensorial marketing for boutique hospitality and lifestyle brands. Packed with marketing career advice and marketing industry insights, this episode challenges conventional thinking of branding and delivers practical lessons from a marketing leader who built her career by breaking the rules. CultivatED Marketer Ep. 44 — Sensorial Branding, Bold Identity, and the Future of Marketing with Mary-Catherine Reinert Mary-Catherine Reinert, or “MC” as she’s known, didn’t enter marketing through the front door. She came, as she puts it, through the loading dock. Her career began in corrugated packaging design, evolved through luxury event creation, and ultimately led her to found Fortissima, where she helps boutique hospitality and lifestyle brands build deeper, more intentional connections with their audiences through a framework she calls sensorial marketing. What Is Sensorial Marketing and Why Does It Matter? MC opens the conversation with a concept that most marketers have never considered: sensorial marketing, which she defines as the intentional design of a brand experience across all senses. While most brands live in the sense of sight, MC’s framework – which she’s expanded to seven senses – challenges marketers to think far beyond the visual. Her core question: “What does a brand feel like in your body?” For professionals focused on marketing skills development, this episode offers a genuinely fresh lens for thinking about audience connection. Her process, built through Fortissima’s CereSense methodology, asks brands to discover their “brand brain,” identifying and articulating their senses to create a full, embodied brand experience that translates across both physical and digital environments. From Packaging Designer to Brand Strategist One of the most compelling elements of MC’s story is the marketing career path she blazed for herself. Her degree wasn’t in marketing. Her first industry was corrugated packaging. But she credits that grounding with giving her the discipline to deconstruct what works, study systems with integrity, and think strategically about the entire customer journey from shelf to doorstep. MC expounds marketing career advice for beginners who may feel like they’re on the “wrong” path, sharing how her own story is proof that diverse experience sharpens your edge. From packaging, she moved into luxury event design – corporate galas, nonprofit fundraisers, weddings, conferences – where she observed firsthand how sensory environments create lasting emotional memory. That insight became the foundation for the strategic work she does today. Her trajectory is a masterclass in how to grow your marketing career by following curiosity across disciplines rather than staying in one lane. Staying Grounded Under Pressure: Identity, Fear, and the Traps Brands Fall Into MC draws on her talk “Personality Under Pressure” (a hit at the Kansas City IABC Business Communicator Summit) to explore how brands, and the marketers who steward them, lose their way when fear kicks in. Impulsive discounting, competitor copying, product bloat: MC names these traps clearly and offers a framework for resisting them. Her core insight: “You can’t out-discount, but you can out-do you.” Diluting your brand identity to chase trends or mirror competitors doesn’t just erode your market position, it alienates your most loyal customers. She goes on to explain how to hold the line on brand conviction even when revenue pressure mounts – pivotal advice for marketers in leadership positions. Marketers Working with Company Founders MC’s strategic process always begins inward. Rather than jumping to mood boards and messaging guidelines, she goes deep into what a founder truly believes about the...

In the 43episode of CultivatED Marketer … your go-to marketing professional development podcast, hosts Brent Bowen and Julie Masson, are joined by Ashley Dennison, Founder and CEO of CommsConsultants.com to discuss practical marketing career advice for professionals considering a transition into consulting, along with insights into building a sustainable independent business. Hear real-world insights from industry leaders about navigating the communications and marketing industry. With more than two decades of experience in communications, Ashley has built a platform that connects independent consultants with leaders seeking reliable communication support. CultivatED Marketer Ep. 43: The Truth About Becoming an Independent Consultant (From Someone Who Did It) with Ashley Dennison Ashley’s path to creating Comms Consultants began with a desire for both personal and professional freedom. After experiencing layoffs during her career, she chose to take back control by starting her own business. Her journey highlights a growing trend discussed throughout this podcast for marketing professionals: experienced communicators and marketers seeking new ways to shape their careers outside of traditional agency or corporate roles. Through her work, Ashley now helps connect organizations with experienced consultants who bring expertise in areas such as: Her story offers powerful marketing career advice and inspiration for professionals considering a similar path. Challenges and Strategies in Independent Consulting Ashley highlights resilience as one of the most important skills for success in consulting. Like many entrepreneurs and independent professionals, consultants must learn how to navigate rejection and uncertainty. In this marketing leadership podcast episode, Ashley explains that building a financial cushion and maintaining persistence are critical for navigating the natural “feast and famine” cycles that often occur in consulting work. These insights are especially valuable for marketers thinking about long-term career growth and leadership opportunities outside traditional employment structures. Aspiring Independent Consultant: Taking the Leap For marketers considering independent consulting, Ashley recommends establishing clear timelines and financial benchmarks before making the transition. This strategy allows professionals to evaluate whether consulting is sustainable without immediately returning to traditional employment. Julie also shares her personal experience transitioning into consulting and how setting clear expectations helped her successfully navigate the change. For listeners of this marketing career advice podcast, the discussion provides practical steps for testing consulting while maintaining financial stability. Building a Personal Brand Ashley emphasizes that a strong personal brand is essential for consultants looking to attract opportunities and build credibility. Authentic communication, thought leadership, and consistent engagement – especially on LinkedIn – can significantly expand a consultant’s visibility and influence. See Lynn Zimmerman’s authentic viral LinkedIn post here. Her own experience growing a substantial LinkedIn audience demonstrates how professionals can use digital platforms to establish authority and attract clients. For seasoned or new marketers alike, this marketing professional development podcastprovides practical guidance on how personal branding can open new career opportunities. The Future of Consulting and the Gig Economy Ashley also shares her perspective on the future of communications consulting, and consulting at large, noting the growing reliance on contract talent and the expansion of the gig economy. Many organizations are shifting away from traditional agency models and instead seeking specialized expertise from independent consultants. As AI continues to reshape the communications and marketing industry, adaptable professionals who build strong...

In the 42 episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson, are joined by Mike Farag, CEO and Chief Strategy Officer at Fervor, an award-winning strategic marketing agency. Mike shares his journey from the corporate world to building a purpose-driven career, offering powerful insights into career development, professional growth, and aligning personal values with marketing communications across both for-profit and nonprofit sectors. CultivatED Marketer Ep. 42 — Unlocking Purpose with Cause Marketing: Insights from Mike Farag on Marketing Communications Mike’s path toward purpose-driven work began with a life-changing mission trip to Haiti in July 2008. There, he met a young orphan named Daniel whose joy and resilience reshaped Mike’s understanding of success and fulfillment. That moment ultimately led Mike to transition from his corporate role at Sprint into work centered on impact and meaning. As Mike discussed his shift into nonprofit marketing, he highlighted the importance of adapting marketing communications strategies to connect with diverse audiences. Navigating this transition required intentional learning, empathy, and a commitment to continuous professional development – especially when moving between corporate and nonprofit environments. Despite the challenges, Mike found renewed purpose in helping organizations build brands that truly matter. Building Organizational Trust Through Internal and External Communications On building brand trust, Mike says he draws a lot of inspiration from Cory Sheer, emphasizing the difference between brand awareness and genuine brand trust, noting that trust is built through consistent, authentic internal communications and external communications. For nonprofits in particular, investing in thoughtful communication strategies is essential for building long-term relationships with donors, stakeholders, and communities. Mike encouraged organizations to move beyond a scarcity mindset and view communication as a core function, rather than a luxury. This approach reinforces transparency, strengthens leadership credibility, and supports sustainable organizational growth. The Role of Organizational Culture in the Success of a Brand Julie calls out a study done and how St. Jude is the most trusted nonprofit organization, and they achieved this by spending over $100M in marketing. Mike shared practical advice for leaders focused on professional development, starting with simple but powerful internal actions. Regular, authentic communication from leadership plays a critical role in shaping culture and alignment. As Mike put it, “Culture begets communication, and communication begets culture.” Drawing from his book, Marketing with Fervor, Mike outlined a framework that helps organizations articulate purpose, clarify messaging, and build cohesive marketing strategies. These principles support both marketing professional development and healthier internal cultures – ensuring organizations grow from the inside out. Translating Organizational Purpose into Day-to-Day Decisions While some industries struggle with purpose-driven branding in polarized environments, as noted in the interview with Fred Cook and the Annenberg study, Mike believes purpose remains essential for nonprofits and mission-driven organizations. Purpose provides clarity, direction, and authenticity – key ingredients for meaningful career development and organizational impact. Mike’s perspective reinforces the value of communication professional development rooted in integrity and consistency. By showing up as the same person in every setting, leaders can foster trust, strengthen culture, and build brands that resonate deeply with their audiences. Mike Farag’s story is a compelling reminder that professional growth doesn’t have to come at the expense of personal values. By aligning purpose...

In the 41 episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Jonathan Mast, a Kansas City-based marketer who transitioned from digital and social media marketing to event marketing. Jonathan discusses the evolution of event marketing, particularly in the age of AI, and provides valuable tips for anyone looking to make their events memorable and impactful. With more than 17 years of experience across digital media, branding, and external communications, Jonathan brings practical insights for communications professionals looking to sharpen their skills and grow their careers. CultivatED Marketer Ep. 41 — Why Event Marketing Is Making a Massive Comeback with Jonathan Mast Jonathan’s path into event marketing was unplanned – but transformative. While working at Sedgwick, he noticed missed opportunities to extend the value of live events beyond the room. That realization sparked new strategies such as post-event video content, live social engagement, and follow-up storytelling that strengthened both external communications and audience trust. This approach highlights a core principle of effective marketing communications: events shouldn’t end when the doors close. Instead, they can become powerful tools for communication professional development, helping marketers build community, credibility, and long-term engagement. Jonathan also emphasizes that great event marketing relies on meticulous planning. From logistics to thoughtful details like branded hand towels, every touchpoint contributes to the experience, and to the brand story being told. The Resurgence of In-Person Events and Career Development Opportunities As digital tools evolve and misinformation becomes easier to spread, Jonathan believes authenticity is more valuable than ever. To answer the question, “why brands should do in person events,” he echoes Mark Cuban’s prediction that fueled by the desire for genuine human connection, in-person events will continue to rise. For early-career marketers, event marketing offers hands-on opportunities for professional growth that can accelerate career development. Live events build skills in relationship management, storytelling, leadership, and adaptability – core competencies for anyone pursuing professional development for communications professionals. Leadership Lessons That Support Professional Growth Jonathan credits much of his success to mentors who emphasized kindness and confidence over ego. His leadership philosophy, “confidence over cockiness,” aligns closely with sustainable internal communications and team-building practices. For those navigating their own continuous professional development, Jonathan encourages collaboration, humility, and empathy. These qualities not only strengthen teams internally but also improve how brands show up externally. Technology, AI, and the Future of Event Marketing Communications Even in traditional industries like workers’ compensation, Jonathan sees technology reshaping how marketers connect with audiences. From personalized digital experiences to AI-powered insights, adaptive strategies are becoming essential for effective external communications. Jonathan believes future success lies in blending technology with human insight — an approach that reflects strong continuing professional development and keeps marketers competitive in a rapidly evolving landscape. With respect to communications and marketing, the group discussed reaching people where they are at and mention of the following generational communications preferences: Jonathan Mast’s insights underscore the growing importance of event marketing as a strategic pillar of marketing communications and professional growth. By combining thoughtful planning, authentic connection, and evolving technology, marketers can drive meaningful engagement while advancing their own career...

In the 40 episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Kim Derrick Rozdeba. Derrick shares with us about his impressive journey of over 30 years, insights into building iconic Fortune 500 brands, and his recent foray into fiction with his debut novel. We cover a variety of topics including the importance of community in professional development, the five Cs of branding, and the challenges and triumphs of brand consistency. CultivatED Marketer Ep. 40 — The 5 C’s of Brand Identity with Kim Derrick Rozdeba The discussion opens with Derrick’s intriguing dual identity: “Kim,” his fictional writing persona, and “Derrick,” his corporate branding strategist persona. This dual perspective reflects the balance between creative storytelling and strategic external communications—an interplay central to modern marketing communications. He shares how he crafted his debut novel Balance of Evil while simultaneously shaping Fortune 500 brands through strategic planning, internal communications, and executive influence. The Five Cs of Branding Derrick introduces his renowned Five Cs of Branding—a powerful framework that aligns perfectly with continuing professional development for marketing and communications professionals: Insights from Experience: Professional Development and Branding Success Derrick then reflects on pivotal moments in his career, highlighting how embracing uncertainty can be essential for continuous professional development. Brent and Matt connect these insights to the theme of professional growth, encouraging listeners – especially those seeking marketing professional development – to take bold steps outside their comfort zone. His stories from global agencies like Ogilvy offer a masterclass in leadership and communication professional development. The Role of Community in Professional Growth A recurring theme is community – a cornerstone of both career development and professional development for communications professionals. Derrick emphasizes the importance of joining professional organizations, especially in a climate where membership is declining. The hosts discuss how community-driven learning fuels both internal and external communications success, offering support and shared expertise that can accelerate continuous professional development. A Personal Take on Brand Loyalty Derrick shares memorable anecdotes demonstrating how small, human-centered actions can create lifelong brand loyalty. One story highlights how a bank manager’s simple gesture – offering space for a book launch – became a powerful example of authentic marketing communications and customer-focused engagement. These moments, he explains, reinforce the value of consistency, trust, and meaningful professional relationships. We encourage you to explore Kim Derrick Rozdeba’s books, or connect with Derrick on LinkedIn. 01:37 The Importance of Personal and Corporate Branding 02:31 Derrick’s Branding Expertise and Career Highlights 04:41 Introduction to the Five Cs of Branding 08:22 Derrick’s Journey and Writing Career 12:32 Deep Dive into the Five Cs of Branding 16:48 Consistency: The Hardest C to Master 18:19 Derrick’s Role in the IABC and Branding Success Stories 21:35 The Evolution of Logos in a Visual World 22:23 Successful Rebranding Strategies 23:03 Case Study: Kraft and Heinz 23:31 Branding from Scratch: A Telecom Example 24:56 The Power of Consistency in Branding 26:50 Personal Branding Insights 27:38 The Inspiration Behind ‘Omics’ 29:19 The Importance of Small Interactions 33:11 Advice for Career Reinvention 36:53 The Value of Professional Communities

In the 39 episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson, are joined by Purna Virji, Principal Consultant of Content Solutions at LinkedIn. Together, they delve into practical strategies for sharing thought leadership on LinkedIn, optimizing content creation, and leveraging the platform for professional growth. Purna offers valuable insights on the importance of quality content, effective commenting, and video engagement, as well as tips for founders to manage their LinkedIn presence without burnout. Don’t miss this actionable guide to enhancing your LinkedIn success! CultivatED Marketer Ep. 39 — Sharing Engaging Expertise on LinkedIn with Purna Virji In the rapidly evolving realm of professional networking and digital marketing communications, LinkedIn stands out as a powerhouse platform for developing personal and corporate brands. Purna Virji, Principal Consultant of Content Solutions at LinkedIn and a globally recognized content strategist, shares her insights to help illuminate pathways for marketing professionals pursuing career development, professional growth, and more effective communication professional development. The Shift from Reach to Resonance One of the most significant trends Purna highlighted is the shift from merely seeking reach to fostering resonance. With the rapid influx of content amplified by AI, generic strategies no longer hold sway. To stand out, content needs to be genuinely engaging and aligned with modern marketing communications best practices. Purna stressed the importance of leveraging executive presence to build trust – an essential skill for anyone invested in continuing professional development on platforms like LinkedIn. Navigating the LinkedIn Algorithm There’s substantial discussion around changes in the LinkedIn algorithm, with diverse opinions on its impact. Purna emphasized that despite the chatter, positive shifts are elevating meaningful content over low-value tactics. She encouraged consistency, prioritizing dialogue over monologue, and leaning into video content – which typically sees twice the engagement. These insights are particularly valuable for marketing professionals aiming to strengthen their communications strategies across digital channels. Building a Community Over Pursuing Reach Another key takeaway was the importance of prioritizing community over pure reach. By focusing on quality interactions and nurturing an engaged audience, users naturally expand their influence. This philosophy aligns directly with the goals of marketing professional development, where building relationships and fostering trust often matter more than vanity metrics. Purna encouraged listeners to bring their lived experiences forward. Unlocking Executive Thought Leadership Diving into thought leadership, Purna outlined common pitfalls in executive communications. Many executives default to talking at their audiences rather than engaging with them. For executives looking to strengthen their communications skills or build an audience, shifting toward audience-centric storytelling is essential. By focusing on what audiences care about most, leaders can elevate the impact of their messages and strengthen organizational reputation. Her Founder-led Sales And Marketing Never Ends guide walks leaders through key steps on how to turn expertise into trust and revenue. In fact, she points out that organizational leaders can achieve real ROI using LinkedIn. She provides Hootsuite as one example. Empowering Content Creation with AI As AI reshapes content creation, Purna underscored that foundational marketing principles still matter. AI can enhance efficiency, but the human ability to interpret nuance, emotion, and context remains irreplaceable. For marketing and communications professionals, AI serves as a powerful tool – as long as it complements, rather than...

In the 38th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, explore public service communications with our guest, Jazzlyn Johnson, Director of Communications for the Jackson County Prosecutor's Office. She offers invaluable insights into professional growth and the transition from journalism to public relations. This conversation is perfect for those pursuing career development in communications or seeking inspiration from leaders who thrive under pressure.

In the 37th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson share the most powerful takeaways from recent guests — covering crisis communications, leadership, social media strategy, and professional growth. Together, they reflect on past guest conversations, offering listeners valuable lessons in marketing communications and career development.

In the 36th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – the hosts sat down with Valerie Morrow, Director of Social Media at Dairy Farmers of America. Valerie is a seasoned social media leader with nearly 15 years of experience, and explores with the group how marketing communications strategies can adapt in a fast-changing digital environment, integration of data and storytelling, the impact of AI on social media, and the evolving role of social platforms in SEO. Don't miss Valerie's expert tips on creating intentional content, building engaged communities, and managing social media strategies effectively.

In the 35th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD are joined by PR legend Fred Cook, former CEO of Golin and current director at the USC Annenberg Center for Public Relations. He offers invaluable insights into leadership qualities he experienced through his remarkable career, and shares his experiences, his transition from PR to academia, and his vision for the future of the industry. This episode is a must-listen for communications and marketing professionals looking for fresh perspectives on leadership and continuous professional growth.

In the 34th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson sit down with Amy Whitfield, a communications and crisis communications specialist who frequently works with churches and faith-based organizations. Amy’s journey into crisis communications was unplanned but became a cornerstone of her career. Her insights offer valuable lessons in marketing communications, internal communications, and career development for anyone navigating high-stakes communication challenges.

In the 33rd episode of CultivatED Marketer—a professional development podcast for communications professionals—hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson welcomed Lynn Zimmerman, CEO and Chief Strategist of Swing Communication. With over 25 years of experience in internal communications and change communication, Lynn shared valuable insights on managing change strategically and how effective marketing communications can support organizational success.

In this 32nd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, welcome Julie Masson as the show’s newest co-host. With over 15 years in nonprofit communications, Julie shares her journey from educator to fractional Chief Communications Officer and offers insights on career development, internal communications, and the unique opportunities the nonprofit sector provides for aspiring marketers and communicators.

In CultivatED Marketer podcast ep. 31, Brent and Matt return to discuss job hunting tips, recap the 2025 IABC World Conference in Vancouver, and show updates.

In this 30th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, together with Dr. Cory Scheer, Founder and CEO of Trust Centric Consulting, to delve into the intricate world of organizational trust. The discussion covers the pervasive decline of organizational trust, and the importance of co-creating organizational values. They also delve into the impact of toxic workplaces on employee retention and loyalty, and Cory shares insights from his national study on trust.

In this 29th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, together with Martin Waxman, Associate Director at the Future of Marketing Institute, delve generative AI at the KCIABC BCS Summit. They cover the benefits of generative AI for marketers and communicators, while also addressing significant considerations including ethical considerations, the impact of AI on authenticity in content creation, and the skills needed for professionals to adapt and innovate with AI tools.

In this 28th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, about marketing, professional development, and more. In this episode, they delve into a variety of topics, ranging from personal updates to highlights from the recent Business Communicators Summit (BCS) event.

In this 27th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Kim Clark, a consultant, speaker, and educator on DEI communications, as she shares how she transforms the way corporations approach DEI policies, making it more than just a buzzword. She also dives deep into the challenges, opportunities, and ROI that come with improving DEI efforts in the workplace.

In this 26th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Mark Schumann, IABC Fellow and renowned executive coach, as he shares his invaluable insights on leadership, communication, and the new challenges faced by leaders in a post-pandemic world.

In this 25th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Brooke Estell, Senior Copywriter at Conscious Minds Studios, about authentic marketing for Gen Z,the importance of storytelling, and the impact professional development had on her career.