The One to One Consumer Marketing Podcast

Max speaks with Abby Katz, Lifecycle Marketing Manager at Eight Sleep, a pioneering tech company transforming how we sleep. Abby shares her unique career journey from influencer marketing to leading lifecycle marketing at Eight Sleep. Tune in to hear her insights on building emotional loyalty, the power of personalization, and the future of wearable technology in health and wellness. Topics discussed:

Max speaks with Axel Adida, Chief Digital Officer at Beiersdorf. They discuss how marketers need to be flexible "in mind and skills" with technological and customer behavior changes, especially when initiatives like cookie deprecation are shifting how to grab customer attention. They also talk about how unique content leads to self-select personalization, what tech trends are impacting marketing today, and how learning hard skills improves problem-solving. Topics discussed:

Max speaks with Nadine Fuller, Sr. Director, CRM & Customer Activation at hear.com. They discuss hear.com's strategy for communication that includes choosing the right content, channel, and timing, as well as how to keep customers engaged when there may be years between purchases. They also talk about the importance of testing, the challenges and opportunities of today's many channels, and what tools hear.com uses for effective CRM. Topics discussed:

Max speaks with Jacob Fenton, VP Customer Experience at StockX. They discuss how StockX prioritizes listening to customers and engaging with them organically on community platforms, using their feedback to guide new initiatives. They also talk about why customer service issues are also brand issues, how they use technology to improve the seller experience, and what customer sentiments will drive brand messaging in the future. Topics discussed:

In this episode, previously recorded as a webinar, Spectrm’s Conversation Designer Esteban Gómez, speaks with Adalia Cuesta Bergstrom, Senior Conversational AI Designer at Arktic Business Consulting. They discuss the fundamentals of how to design conversations for chatbots, including thinking through possible paths, designing for specifics, and the importance of voice and tone. They also talk about the steps for conversational design, how to humanize your chatbot, and how customers won't remember whether it's a bot if they have their questions answered. Topics discussed:

Max speaks with Kevin Kinghorn, Chief Marketing Officer & Executive Vice President for the Portland Trail Blazers. They discuss how to build a marketing strategy that drives fandom and emotional connection, the importance of authenticity and storytelling, and why focusing on fewer audience segments allows for more consistent brand-building. They also talk about the importance of stadium experiences beyond the game and how to leverage data to identify areas of underperformance. Topics discussed:

At the time of this recording, David was the CMO of Coldwell Banker. He has since transitioned to CMO of Coldwell Banker's parent company, Anywhere Real Estate. Max speaks with David Marine, Chief Marketing Officer at Anywhere Real Estate, the parent company of Coldwell Banker. They discuss how Coldwell Banker is building on 117 years of ingenuity in their marketing efforts, as well as how and why they executed their recent rebrand. They also talk about how to target two primary audiences, their focus on creating national campaigns that can be customized at the local level, and how they embrace new social media and technological opportunities. Topics discussed:

Max speaks with Jay Picconatto, Global Commerce Lead at General Mills. They discuss the ways marketers can collect and use data to deliver better results to customers, and how data from various sources scales personalization efforts. They also talk about how GM is leveraging AI and automation in content creation, what channels and "disposable content" are working for them, and the technology shaping the future of marketing. Topics discussed:

Max speaks with Jelena Zbijowski, Head of CRM and Product Marketing at Blinkist. They discuss how Blinkist engages and retains its customers through its "famous" onboarding screen, education, and selective communication. They also talk about the necessity of collecting zero-party data to inform your personalization efforts, how AI will elevate customer engagement, and advice for marketers around testing, learning, and listening. Topics discussed:

Max speaks with Chase Young, VP of Marketing - CRM & Database Marketing at Consumer Cellular. They discuss how Consumer Cellular differentiates itself in appealing to their 50+ demographic, why their monthly bill is a successful marketing channel, and how they rely on education at onboarding. They also talk about how channel aggregation tools are the next tech trend, and why sending communication that feels personal is better than "the right offer at the right time." Topics discussed:

Max speaks with Álvaro Castañeda, Head of CRM and Customer Service at Freepik Company. They discuss how Freepik starts their personalization efforts as soon as the customer registers, how they manage their data, and how they use mission-driven teams to accomplish a common goal. They also talk about the challenges to CRM today, how AI can be a tool to enhance CRM, and what channels will be important in the future. Topics discussed:

Max speaks with Rick Loughery, VP Global Marketing & Communications at GoPro. They discuss how GoPro identifies customer niches and speaks authentically to them, how they support their influencers, and why they're "on the ground" with customers to learn more from them. They also talk about the strategies GoPro uses for retention, the importance of knowing how to show up on platforms, and what the future looks like with “more informed data.” Topics discussed:

Max speaks with Jeanniey Walden, Senior VP, Chief Marketing Officer at RITE AID. They discuss the early days of marketing and what it was like working on the first personalized email campaign, to how generative AI is supporting marketers with strategy, research, and brand building today. They also talk about what data RITE AID leverages to inform marketing strategies, the importance of working across teams, and why marketers need to speak business language for impact and influence. Topics discussed:

Max speaks with Raja Rajamannar, Chief Marketing & Communications Officer; President, Healthcare Business at Mastercard. They discuss how marketers today should rethink traditional approaches like the purchase funnel and loyalty programs and start focusing on "preference management" instead. They also talk about what technology is shaping marketing, how new tech stacks will develop, and why augmented reality is the next game changer. Topics discussed: Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow's Consumers

Max speaks with Stephanie Horton, Senior Director of Global Consumer Marketing, Commerce at Google. They discuss how marketers should meet customers where they are on various channels, why you should focus on testing and experimenting with your channel mix, and how customer retention comes from solving customer pain points. They also talk about working with your product team to create the customer journey, how to get creative when there are budget constraints, and why marketers should prioritize gaining experience, not job titles. Topics discussed:

Max speaks with Doug Vosik, Senior VP of Marketing & Communications/CMO at the Houston Texans football team. They discuss how to build fan engagement, including the necessity of changing the message depending on whether the team wins or loses, and the complexity involved in satisfying each fan's unique needs. They also talk about how the back office integrated data feeds into real-time dashboards and what the future of channel optimization will look like. Topics discussed:

Max speaks with Gabrielle Valdez Dow, VP, Marketing & Fan Engagement at the Green Bay Packers football team. They discuss how the Packers create personalized experiences for their fans across digital channels and in the stadium, how they adjust their messaging based on wins or losses, and how they're tracking the "driveway-to-driveway" fan journey to increase engagement. They also talk about what channels are most successful, advice for marketers, and what the future of fan engagement will look like. Topics discussed:

In this special episode, Ben speaks with Max Koziolek, Co-founder and CEO of Spectrm, who will be taking over hosting duties as Ben departs. They discuss how far the podcast has come and where it's going, and how it's created a space to spotlight retention marketers and the work they do. They also talk about lessons learned from the guests, how messaging is the way in which we build relationships today, and what the future of retention marketing will be with the integration of AI and LMMs. Topics discussed:

Ben speaks with Yoav Banai, Group VP Retention & Engagement at Warner Bros. Discovery Streaming, a premier global media and entertainment company. They discuss the increasing shift to retention marketing in the industry, and the ways in which they’re building long-term relationships with customers by encouraging health consumption, getting to know them and the content they watch, and offering the right messaging at the right junction. They also discuss how Warner Bros. Discovery is taking a true omnichannel approach to lifecycle marketing, how they measure engagement and activity, and how the future of consumer marketing will become one ongoing interaction with a brand. Topics discussed:

Ben speaks with Natalie Miles, Head of Marketing Technology & Personalization at Chime, a financial technology company that offers banking services. They discuss how personalization at scale begins with well-managed data, what benefits focusing on retention can bring to lifecycle marketing, and how to better collaborate with cross-functional teams. They also discuss common challenges to consumer marketing, including how to stand out among commoditization, how to better measure channels, and how to prepare for the future of consumer marketing. Topics discussed: