The Marketer's Edge

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What We Discussed:

In today's interview with Julia MacMullan, we discussed a wide variety of issues:

What kind of school Springside Chestnut Hill Academy is and Julia’s role within the organization.
The challenges faced during the pandemic, including the transition to online learning and marketing.
The importance of their website for marketing and engagement during COVID-19.
Concerns related to students' mental health during and after COVID-19 and policies regarding technology use in schools.
The shift from large open house events to virtual sessions for student recruitment.
Curriculum changes and the emphasis on using AI in education and evolving approaches to teaching.
Julia’s predictions for the direction of private education in the coming years, including curriculum adaptations and marketing strategies.
The benefits of the school's educational structure and how it is communicated to prospective families.
The potential consolidation of smaller schools and addressing issues like diversity, equity, inclusion, and sustainability.
Advantages of collaborating with external agencies for marketing support.
And, Julia’s advice for marketers considering bringing in outside agencies onboard.

Thanks Julia for a great interview!

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What We Discussed:

In today's interview with Ken Fenyo, we discussed a wide variety of issues:

What it is Grabango does and Ken’s role within the organization
Ken’s responsibilities in marketing, focusing on both B2B and B2C strategies
Building relationships with large retailers (e.g., Aldi, Circle K, 7-Eleven)
Engaging retail partners to promote the technology
The challenge of engaging shoppers and encouraging them to use Grabango's technology
Collaboration with retailers to enhance the shopper experience
Discussion about Grabango as a sub-brand and its relationship with retailer brands
Ken's background at Kroger and its impact on his current work
Insights gained from working with customer data and loyalty programs
The importance of partnering with retailers for data insights
Understanding shopper behavior through computer vision
The challenge of convincing retailers to adopt new technology
The importance of demonstrating ROI and value to retailers
Consumer’s fear of trying new technology and how to overcome it
Importance of providing clear communication about how the checkout process works
How Grabango's technology can help reduce shrinkage
Skepticism around new technology and slow adoption by retailers
Strategies for overcoming these challenges
Collaboration with agencies used by retail partners
Ken’s advice for marketers considering bringing an agency on board
And, advice for agencies looking to win business from marketers like him

Thanks Ken for a great interview!

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What We Discussed:

In today's interview with Randy Kush, we discussed a wide variety of issues:

What kind of business 7 Day Furniture is and Randy’s role within the organization
The origin of the name 7 Day Furniture
Family dynamics in the business and advice for other family-run businesses
Changes made by Randy and his brother Troy since taking over in 2020
Importance of company culture and strategies to improve it
Impact of the economy on consumer spending and the retail market in Nebraska
7 Day Furniture's marketing strategy and brand positioning
Use of AI in marketing and other current trends
Future plans for e-commerce at 7 Day Furniture
Use of external marketing agencies and their roles
Challenges faced by marketers and marketing agencies in 2024
Advice for marketers considering bringing a new agency onboard
And, Advice for agencies trying to win business from marketers like Randy

Thanks Randy for a great interview!

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What We Discussed:

In today's interview with Rebecca Morris-Hoeft, we discussed a wide variety of issues:

What kind of organization Sunrise Banks is and what Becca does for them
Social Responsibility and what it means to be a “Social Engine for Good”
Role of Chief Brand Officer at Sunrise Banks
Building a community and social impact at Sunrise Banks
Front-facing positioning and marketing strategies employed at Sunrise Banks
Social impact initiatives at Sunrise Banks
Response to George Floyd's murder and community engagement
Future of the banking industry - digital transformation and relationship building
Role of AI and ChatGPT in marketing and banking
Involvement with marketing agencies for SEO, customer focus groups, media prep, and storytelling
Becca’s advice to agencies looking to win business from marketer’s like herself
And, advice for marketers considering bringing a new agency onboard

Thanks Becca for a great interview!

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What We Discussed:

In today's interview with Jill Sammons, we discussed a wide variety of issues:

Overview of BCU and its unique approach in the credit union industry
BCU’s focus on financial well-being and partnership with large employers
Implementing strategies to improve employees' financial well-being
Leadership style and the influence of "Truth About Leadership" book
Importance of shared values and mentoring at BCU
Know to Grow strategy and prioritizing initiatives
Differentiation strategies in the saturated banking/CU market
Utilization of AI technology in marketing Jill’s efforts
Collaboration between in-house teams and external agencies
Advice for marketers considering new agency partnerships

Thanks Jill for a great interview!

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What We Discussed:

In today's interview with Amanda Kantor, we discussed a wide variety of issues:

What kind of business Saucy Brew Works is and what Amanda does for them.
The company's expansion and entry into the coffee business.
Raising money via crowdfunding to help with expanding into the brewing and coffee markets.
How the company differentiates itself from the competition.
How Saucy Brew Works attracts and retains customers.
How Amanda uses technology and the potential of using AI for recipe creation.
How Amanda and her team of 3 handles all aspects of their brand and marketing
Their use of agencies.
How and why Saucy Brew Works positions itself as a food and beverage destination with a wide range of offerings to cater to different preferences.
Amanda's advice for marketers looking to bring a new agency on board.

Thanks Amanda for a great interview!

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What We Discussed:In today's interview with Autumn Pruitt, we discussed a wide variety of issues:* Autumn's journey from starting as a bakery to owning multiple locations of Hardy Coffee Co. and her role as the CEO handling sales and marketing. * Marketing strategies including: word-of-mouth; social media; email marketing for promotions; and content creation for engaging customers. * How she differentiates her business from competitors. * Expansion from retail-only to B2B sales through roasting for wholesale accounts, showcasing growth in the business. * Challenges in managing retail locations compared to wholesale business, importance of delegation, and strategic focus for growth. * Consolidating multiple brands under Hardy Coffee Company for better brand identity, challenges faced during the rebranding process internally and externally. * How Autumn goes about learning and development, from exploration of new coffee flavors, varieties, and trends through relationships with suppliers and industry events to focus on research and development for product improvement. * Her experience working with agencies and how they can bring a personalized approach and clear value proposition to the business. * Advice for small business owners and the importance of gaining industry experience before starting a business, as well as mentorship and building a supportive network of entrepreneurs. * Discussion on balancing working in the business versus on the business, prioritizing tasks, and effective delegation of responsibilities. * Her involvement in local community events, collaborations with local photographers, and using retail locations as showrooms to engage with customers directly. * Autumn's continuous learning and actively seeking new marketing approaches, technologies, and consumer trends through various sources like podcasts, books, seminars, and input from team members. * Advice Autumn would give to marketers looking to bring a new agency onboard. * Autumn’s advice for agencies looking to win business from marketers. Thanks Autumn for a great interview!Want to watch more of The Marketer’s Edge interviews? If so, click here.

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What We Discussed:

In today's interview with Mark Cohen, we discussed a wide variety of issues:

What kind of organization Mesirow is, and what Mark does for them.
The role of “Advisory Services” in financial companies.
Marketing strategies in the financial services industry.
The importance of digital culture in organizations.
Utilizing digital technology for efficiency and effectiveness.
The future of AI and technology in marketing and the various challenges in its application.
Managing relationships between marketers and agencies.
The challenges of digital integration for marketers.
The importance of digital transformation and cultural change in companies.
Strategies for effective client-agency relationships.
The role of martech stack in agency services.
The significance of AI in marketing and business management.
Advice Mark would give to marketers looking to bring a new agency onboard.
Mark’s advice for agencies looking to win business from marketers.
Strategies for agencies to impress and win business opportunities

Thanks Mark for a great interview!

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What We Discussed:

In today's interview with Paul Schwalbach, we discussed a wide variety of issues:

An in-depth understanding of Pima Community College, including the structure, offerings, and unique aspects of one of Tucson's key educational institutions.
How Pima Community College manages its extensive marketing and communications efforts across multiple platforms and departments.
How Pima works hand-in-hand with local businesses like Raytheon and Caterpillar to tailor educational programs that meet industry needs.
How Pima balances open admissions with maintaining high educational standards and how they've tackled the impact of the pandemic on student enrollment.
The transition from traditional marketing methods to modern digital strategies, including the use of geofencing and social media.
Paul shares valuable advice for marketers looking to bring on new agencies.
Paul’s advice for agencies looking to win business from marketers.

Thanks Paul for a great interview!

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What We Discussed:

In today's interview with Cory Treffiletti, we discussed a wide variety of issues:

What kind of organization Rembrand is and Cory’s role within the company.
The challenges of traditional video advertising and the need for new solutions.
How Rembrand's AI technology works to identify placements, render 3D objects, and seamlessly insert them into videos.
The industries and types of advertisers that have adopted Rembrand's technology.
Cory's perspective on the current use of AI in marketing and how it can be applied to the creative process.
The skills and capabilities needed for successful marketing leaders and CMOs today.
Cory's experiences working on the agency side and how that has shaped his approach as a marketer.
Challenges facing agencies, including competition from consultants, and the need for greater agility.
Advice for marketers on evaluating and working with agencies.
Cory's advice for agencies looking to win business from marketers.

Thanks Coryfor a great interview!

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What We Discussed:

In today's interview with Kathryn Blume, we discussed a wide variety of issues:

What kind of organization Hyperbaric Vermont is and what Kathryn does for them.
How Hyperbaric Vermont differs from other similar companies.
Kathryn Blume's diverse background and path to Hyperbaric Vermont.
Importance of marketing and advertising for Hyperbaric Vermont as well as the challenges of marketing on a limited budget.
Kathryn Blume's background in environmental studies, theater, and social activism.
Influence of past experiences on current work.
Role as an ordained minister with the Universal Life Church.
Advice for marketers considering bringing a new agency on board.
Advice Kathryn would give to any agency that was attempting to win business from her.

Thanks Kathryn for a great interview!

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What We Discussed:

In today's interview with Nick James, we discussed a wide variety of issues:

What kind of organization Sinclair is and Nickolas’ role within the company.
The challenges of maintaining control and consistency across a large network of social media handles/accounts while allowing for local customization.
Implementing new social media tools, style guides, and processes across a decentralized organization.
The importance of proper training and change management when rolling out new initiatives.
Leveraging user-generated content and emotional storytelling on social media vs. traditional marketing assets.
Anticipated future trends in social media, such as personalization, immersive experiences, and AI-powered content customization.
Effectively utilizing external marketing agencies for specific initiatives and expertise.
Balancing exploring new platforms/trends with staying focused on core audiences and channels.
Advice to marketers looking to bring a new agency partner onboard.
Advice Nicholas would give to any agency that was attempting to win business from him.

Thanks Nickolas for a great interview!

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What We Discussed:

In today's interview with Michael La Kier, we discussed a wide variety of issues:

Michael's role and responsibilities as Vice President of Brand Development for IGA.
IGA's unique business model and its support for independent retailers.
The shift in IGA's branding strategy to emphasize retailer individuality.
Michael’s varied background including advisory work, teaching, CMO position, and role as managing editor at Shopper Matters, and how being a lifelong learner has helped him leverage experiences across industries.
The potential for lamb products in the U.S. market based on his experience with World Select Cuts.
The transition from Coca-Cola to startup consultancy and the challenges faced.
Response Media's approach to consumer relationships and data usage.
The application of analytics in understanding customers at a local level for IGA stores.
Community engagement by local IGA store owners and corporate support.
IGA's internal teams and use of external agencies for marketing purposes.
Challenges facing agencies in the retail sector post-COVID, such as supply chain issues, inflation, and changes in digital marketing.
The evolving landscape of agencies and the importance of transparency and business understanding in agency-client relationships.
Advice for marketers considering bringing a new agency on board.
Advice for agencies trying to win business: understanding the client's business, patience in business development, and empathetic communication strategies.

Thanks Michael for a great interview!

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CIPIO.ai is on a mission to democratize visual content, uniquely combining the power of brand communities and generative AI. The patent-pending Visual Content Platform allows brands to search, discover, manage, create, regenerate, distribute, and collaborate visual content at scale. Visual Content Platform allows Brands to deploy user-generated content and GenerativeAI Content in paid advertising, customer purchase experiences, website engagement, and social media campaigns at a fraction of time and cost. This unique approach has driven growth for esteemed brands such as JBL, Orange Theory Fitness, and Botanic Choice.

What We Discussed:

In today's interview with Jason Falls, we discussed a wide variety of issues:

What CIPIO.ai is and what he does for the company.
How influencer marketing has changed over the past 5-10 years.
Jason's predictions for the influencer marketing space over the next 3-5 years.
Jason’s most notable career highlights and accomplishments he’s most proud of..
How CIPIO.ai differs from other platforms, such as CreatorIQ.
The biggest challenges Jason expects to face as Executive Vice President of Marketing for CIPIO.ai and how he believes he will address them.
Experiences from his past that he can draw upon to navigate the challenges in his current role.
Strategies for marketing CIPIO.ai to build awareness, including their target customers and the most effective methods to reach them.
His past work with agencies, how he has utilized them to support his business needs, and whether he currently works with any.
The advice he would give to a marketer looking to bring an agency onboard.
Any advice he would offer to an agency looking to win business from him.

Thanks Jason for a great interview!

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What We Discussed:
In today’s interview with Dave Kettner, we discussed a wide variety of issues:
• What kind of organization Virent is and what Dave does for them.
• What it means to create products that are "drop-in replacements" and everything that entails.
• What the competitive landscape looks like for Virent and how they differentiate themselves from similar offerings.
• Being such a niche product, how they go to market.
• The need within the renewable fuels and chemicals industry to create an interest in the consumer to want those products.
• Their focus over the last few years on working with B2C businesses to communicate to and educate their customers on the possibilities out there.
• Virent’s work with Patagonia to successfully manufacture its first fully biobased product, the SugarDown Hoody.
• Their work with Japanese materials maker Toray Industries to mass-produce the world’s first 100% plant-based polyester.
• The challenge of building awareness and educating businesses like Patagonia on what it means to be biobased, and the sustainability advantages associated with that.
• Virent's efforts to commercialize its BioForming® technology and promote that brand name.
• The challenge of building and expanding refining capacity.
• One of the industry's biggest challenges: education and getting people to understand the full dynamics and the opportunities presented.
• Virent’s historic contribution to the aviation industry as their bio-based fuel was used in the first commercial passenger flight using 100% sustainable aviation fuel.

Their possible need to work with marketing agencies in the future, something they have not had to do up to this point.

Advice he would offer to agencies seeking to win business from him.

Thanks Dave for a great interview!

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What We Discussed:

In today's interview with John Vincent, we covered a wide range of topics:

What The Apex Automotive Group does as an organization and John's role within it.
The notable changes that John has observed in the auto dealer industry over the past few years.
John's predictions for future changes in the industry over the next decade.
The impact of companies like Carvana on dealership business.
The concept of Modern Retail Marketing and the possibility of it reaching an inflection point, and if so, when.
The need for a shift in the "net to gross" mindset in order for Modern Retail Marketing to be widely adopted.
Whether John has an agency to assist him in overseeing all of the marketing activities for Apex Automotive.
Any advice he would offer to agencies seeking to win business from him.
Advice for marketers who are considering partnering with an agency.

Thanks John for a great interview!

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Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Our goal is to help marketers and agencies learn from other marketers across different industries. Today we are speaking with Cassie Donnelly, former Sr. Brand Manager at OLFA North America (she left in Sept. 2023).

OLFA North America

OLFA North America Inc is the North American subsidiary of OLFA Corporation of Japan, a pioneer of cutting tools worldwide since 1956. OLFA is committed to making tools that improve how people cut by developing products with an unmatched level of sharpness and that are easy and safe to use. The name of “OLFA” comes from two Japanese words, which, when translated, mean “to break a blade”. The OLFA® parallelogram logo is taken from the shape of a snap-off blade.

What We Discussed:

In today’s interview with Cassie Donnelly, we discussed a wide range of issues, including:

What kind of organization OLFA is and what Cassie did for them.
Cassie's experience in the industrial manufacturing industry and what has kept her there.
The major marketing challenges she faces and how she has overcome them.
How she keeps the messaging fresh.
The difficulty of convincing a sales-driven organization to recognize the value of marketing.
Advice for marketers entering the B2B world for the first time.
The importance of positioning in the blade manufacturing industry.
How Cassie determines the most effective and unique positioning for OLFA.
The differences in marketing between the craft and professional sides of the OLFA brand.
The role agencies play in OLFA's marketing efforts and the work they do.
Advice for marketers considering partnering with an agency.
Any advice she would give to an agency looking to win business from her.

Thanks Cassie for a great interview!

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Today we are speaking with Melissa Cervin, Vice President of Marketing at Lombardo Companies, based in Shelby Township, MI.

Lombardo Companies is driven by the desire to make their customers’ dream home a reality. They work closely with homebuyers to understand their needs and design a home that compliments their lifestyle. They believe your new home should be more than just a place to live, but a place where you can build family traditions and memories that will last a lifetime. Lombardo Companies are family-owned and operated, now managed by the second generation of Lombardos.

What We Discussed:

In today’s interview with Melissa Cervin, we discussed a wide range of issues, including:

The type of organization Lombardo Companies is and Melissa’s role within it.
Melissa’s extensive experience in the home building industry and what she finds rewarding about it.
How home builders differentiate themselves from their competitors.
The significant changes that have occurred in the home builder space over the past 20 years.
Key takeaways from the 2023 IBS (International Builders’ Show) and the overall sentiment surrounding the industry and economy.
How Melissa identifies “cutting edge” ideas and offerings and stays ahead of the curve.
The role architects and designers play in staying ahead of homebuilding trends.
Melissa’s experience working with marketing agencies and the reasons she typically uses them.
How she determines what tasks to handle in-house and what to outsource to an agency.
The advantages and disadvantages of working with marketing agencies.
Advice for marketers considering partnering with an agency for the first time.
Any advice she would give to an agency looking to win her business.

Thanks Melissa for a great interview!

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What We Discussed:

In today’s interview with Liz Mumford, we discussed a wide variety of issues:

The kind of credit union Dutch Point is and Liz’s role within it.
Liz’s 35-year career at Dutch Point and why she enjoys working there.
The biggest challenges Dutch Point has faced in the last 5-10 years.
How Dutch Point differentiates itself from other credit unions and how this has changed over the years.
How Dutch Point managed to maintain high consumer engagement during the pandemic.
The evolution of the credit union’s marketing strategies over the years.
How Liz utilizes PR in her role and supports the credit union.
The role of data analytics in her position and consumer expectations regarding modern banking.
Liz’s predictions for the future of the banking/credit union industry.
How she manages being a one-person marketing team.
Advice for marketers considering partnering with an agency for the first time.
Any advice she would give to an agency looking to win business from her.

Thanks Liz for a great interview!

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Hurtigruten Group is the world's leading adventure travel group. Formed of three main business units – Hurtigruten Expeditions, Norwegian Coastal Express and Hurtigruten Svalbard – they offer unique small-ship and land-based adventures from pole-to-pole.

What We Discussed:

In today’s interview with Storm Tussey-Haverly, we discussed a wide variety of issues:

What Hurtigruten Group is and what Storm does as their SVP Global Marketing.
Storm’s eclectic background and experience, as well as what she likes most about marketing.
The most challenging problem in her marketing career and how she solved it.
The difference between marketing high-end travel excursions and products like toys and technology.
How Storm keeps her offering relevant and interesting to prospects throughout the 2 ½ year marketing funnel for cruises.
Any experiences from Storm’s former jobs that she applies to her current role at Hurtigruten.
How Storm differentiates the Hurtigruten brand in a crowded travel and cruise market to capture her target audience’s attention.
How content offerings have changed in the travel/cruise space over the past decade.
Storm shared advice for marketers working remotely and far away from their parent company.
Advice to marketers considering bringing an agency on board for the first time.
Any advice he would give to an agency attempting to win business from her.

Thanks Storm for a great interview!

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Today we are speaking with Farida Peters-Abbadi, Vice President of Marketing at Agendia.

Agendia is a precision oncology company headquartered in Irvine, California, committed to bringing patients with early stage breast cancer and their physicians the information they need to make the best decisions for the full treatment journey.

What We Discussed:

In today’s interview with Farida Peters-Abbadi, we discussed a wide variety of issues:

What Agendia does and how Farida supports the organization. The role of AI in healthcare and whether Farida utilizes it in her role.
The partnerships she forms with companies that develop next-generation treatment tools.
The toughest challenges to marketing the Agendia brand. How Farida differentiates the Agendia brand from other companies doing similar work.
How her law degree has helped her in her various roles as a marketer. Her 18-year career in the healthcare industry.
Advice Farida would give to a marketer entering or new to the market. Her work with marketing agencies and the advantages and disadvantages of in-house teams.
Advice Farida would give to marketers considering bringing an agency on board for the first time. The advice she would give to an agency attempting to win business from her.

Thanks Farida for a great interview!

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Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Our goal is to help marketers and agencies learn from other marketers across different industries. Today we are speaking with Tori Bogner, SVP/Marketing Director at Signature Bank of Arkansas, in Fayetteville, Arkansas.

In today's interview with Tori Bogner, we discussed a wide variety of issues:

We talked about Tori’s role at Signature Bank of Arkansas and one of the first challenges she had to overcome.
We also explored her extensive experience and whether she has faced any unique challenges as a marketer that she did not encounter in her previous positions.
Additionally, we discussed how her experience in other industries has helped her in her current role.
The void in the banking industry that Signature Bank was filling and how they were accomplishing that.
Some of the biggest challenges Tori has faced in convincing potential banking customers that what they offer is different and better.
The bank’s newest offering, Banco Si, its origins, and the reasons behind its creation.
Tori’s upbringing on a rice farm, and how that experience has influenced her current position.
Her experience working with marketing agencies compared to in-house teams.
Advice from Tori for marketers considering bringing an agency on board for the first time.
The advice she would give an agency that was knocking on her door, attempting to win business from her.

Thanks Tori for a great interview!

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Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Our goal is to help marketers and agencies learn from other marketers across different industries. Today we are speaking with Jason Norton, SVP Marketing and Business Development at DuTrac Community Credit Union, located in Dubuque, Iowa.

DuTrac was founded in 1946 by John Deere Dubuque Tractor Works employees who wanted to offer their coworkers an alternative to commercial banks and other for-profit financial institutions. Today, DuTrac serves individuals and families in a 34-county area and continues to be a not-for-profit cooperative, existing solely to serve nearly 50,000 members rather than to maximize corporate profits.

What We Discussed:

In today’s interview with Jason Norton, we discussed a wide variety of issues:

DuTrac’s beginnings and what Jason does for the organization.
Some of the toughest challenges facing the industry in the next 3-5 years.
Merger and acquisition activity in the credit union space.
Things Jason is doing for DuTrac and his community that differs from what typical marketing executives do for a credit union.
Various philanthropic activities DuTrac gets involved with and how they make those efforts public.
Jason talks about his role as a Director of League Relations for a different credit union prior to his role at Dutrac.
The marketing efforts he’s currently using to build awareness and membership at DuTrac.
The relationship with their current agency (J.W. Morton) and how they helped them.
Advantages and disadvantages to bringing an agency on board.
Advice Jason would give to a marketer thinking about bringing an agency on board for the first time.
The advice he would give to an agency that was knocking on his door, attempting to win business from him.

Thanks Jason for a great interview!

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Provalytics™ is the next generation of Attribution & planning for a cookieless world. Provalytics is the best solution for marketing leaders who need proof on what's working, what's not and where to place their next bet. It was built for the ambitious marketer who needs to scale without worrying about cookies, privacy, and walled gardens.

In today’s interview with Jeff Greenfield, we discussed a wide variety of issues:

What is Provalytics and what Jeff’s role is in the organization.
Jeff’s previous experience as a Chiropractor and magician, and how that led him to his current position.
The founding of 1st Approach, a branded entertainment agency focused on convergence of technology and growth marketing where he served GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs and more.
Jeff’s work with multi-touch attribution leading to C3 Metrics, a leading multi-touch Attribution platform with clients including JP Morgan, US Bank, Hertz, Nestle, Peapod, Carhartt, Edward Jones and Fender.
The differences between C3 Metrics and Provalytics.
Tips on how one can go about building their own personal brand.
Whether Jeff has used marketing agencies in the past and if so, what kinds of things did he use them for.
Advice he would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Jeff’s door and attempting to win business from him, the advice he would give them.

Thanks Jeff for a great interview!

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What We Discussed:

In today's interview with Doug Bastian, we discussed a wide variety of issues:

What kind of company Alforex Seeds is and the challenges of marketing such a company
What about the industry interests Doug the most
Throughout Doug's 30 years in the industry, what have been some of the biggest changes and how those changes have changed the way he markets in that industry
How Doug differentiates Alforex Seeds from other competitors in his space
What value manufacturers (like Alforex) need to provide to farmers
How he builds awareness for both farmers and dealer-distributors
What kind of content they most often post
What role influencers play in this specific space
How important branding is to both farmers and dealer-distributors
The "Agriculture's Brighter Side Video Contest" that Alforex Seeds launched back in 2021
How the sales portion of his job informs the marketing of Alforex Seeds
The types of marketing assets they create for their sales team
Doug's experience with working with different marketing agencies
Advantages of using an agency vs an in-house team in his space
The importance of category experience when searching for a marketing agency in his industry
Advice he would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Doug's door and attempting to win business from him, the advice he would give them.

Thanks Doug for a great interview!

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What We Discussed:

In today's interview with Emily Gonzalez, we discussed a wide variety of issues:

What it is that Visit Mobile does, and the six pillars the organization focuses on.
The biggest differences marketing vacation rentals (Emily's previous job) vs a city.
How she determines where to place her marketing emphasis when there are so many different offerings.
How she uses data and analytics to optimize her marketing efforts.
The biggest marketing challenge that Emily faces marketing Mobile, AL.
Her degree from the Southeast Tourism Society and how that impacts the work she does.
How the business of marketing a city like Mobile has changed over the years.
How Emily determines the best positioning for Mobile to most effectively differentiate it from other destinations.
Whether she currently uses an agency in her marketing efforts.
Advice she would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Emily's door and attempting to win business from her, the advice she would give them.

Thanks Emily for a great interview!

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Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Our goal is to help marketers and agencies learn from other marketers across different industries. Today, we are talking with Jessica Normington, the Director of Development and Communications for Blind Industries & Services of Maryland.

In today's interview with Jessica Normington, we discussed a wide variety of issues:

With this being her first job focused on working with people with disabilities, what attracted Jessica to this industry, and more specifically, this organization.
What is most fulfilling personally working with BISM.
What are some of the more significant challenges facing BISM and how Jessica anticipates addressing those challenges.
How her experience working at the Pikesville Chamber of Commerce helped prepare for the work she’s currently doing at BISM.
Jessica talks about the various services and training offered through BISM.
How the marketing for an organization like BISM is similar and different from other marketing jobs.
How she’s using social media to drive donations for BISM.
Advice she would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Jessica's door and attempting to win business from him, the advice he would give them.

Thanks Jessica for a great interview!

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In today's interview with Aaron Ahedo, we discussed a wide variety of issues:

What Aaron feels some of the biggest changes have been in the beauty/personal care space since he first started working in it, in 2006.
How the company he works for, Deborah Lippmann, adjusted to address these changes.
How an independent firm like Deborah Lippmann stays on trend/on top of what consumer needs and wants are.
The market for the products that Deborah Lippmann sells is a rather competitive one. Aaron talked about how he works to help the company differentiate itself – both in terms of the messaging/positioning, but also in how he engages with his end-consumers.
What Aaron learned from his global marketing experience prior to Deborah Lippmann, specifically with the time he spent at eShave New York - and how he's applied that to the global marketing work he has done for Deborah Lippmann
Advice he would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Aaron's door and attempting to win business from him, the advice he would give them.

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What We Discussed:

In today's interview with Timothy Brown, we discussed a wide variety of issues:

How Timothy's experience as a news anchor and reporter for stations in Iowa and Kansas influenced his work as a marketing and communications professional - and how he looks at the world differently because of it.
How Timothy's 10 year stint at the Salvation Army also influenced him in his professional career.
What the biggest changes Timothy has seen happen in the marketing of healthcare brands and what he expects to see change in the years to come.
How Timothy uses the fact that University of Chicago Medicine is one of the leading academic medical institutions to differentiate what they do from other systems in the market like Rush and Northwestern.
How Timothy was instrumental in re-structuring the communications, marketing, and digital services supporting University of Chicago Medicine to create an internal agency structure.
Advice he would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Timothy's door and attempting to win business from him, the advice he would give them.

Thanks Timothy for a great interview!

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What We Discussed:

In today's interview with David, we discussed a wide variety of issues:

What it means to be a "Chief Experience Officer" at a credit union and how that's different than being a CMO.
What David likes most (personally and professionally) about the banking and credit union space, an industry he's operated in his entire career.
His experience with RVM (Relationship Value Management), an approach that proved invaluable in developing relationship-based pricing strategies.
Aside from mobile banking, the biggest changes in the industry David has experienced.
And what David thinks the banking and credit union space will look like 3-5 years out.
The advantages of in-house teams and the advantages of working with an outside agency.
Any advice he would give to marketers thinking about bringing a new agency on board?
And lastly, if an agency was trying to knock down his door and attempting to win business from him, the advice he would give them.

Thanks David for a great interview!

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What We Discussed:

In today's interview with Pete, we discussed a wide variety of issues:

The degree to which LaRosa's has had to adapt to changing consumer preferences over the 22 years Pete has been at the marketing helm.
The things Pete did during the pandemic to keep sales strong that he found useful to carry forward post the pandemic.
How Pete's advertising experience (prior to joining LaRosa's) has helped him be a better marketing leading the company.
What Pete feels is key to maintaining a solid agency-client relationship.
What some of the toughest challenges Pete has faced marketing the LaRosa's brand to consumers and how he has overcome them.
Any advice he would give to marketers thinking about bringing a new agency on board?
And lastly, if an agency was trying to knock down his door and attempting to win business from him, the advice he would give them.

Thanks Pete for a great interview!

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Today's Interview:

Dan Klopp, the Director Of Marketing And Business Development - Space Systems Division at ILC Dover

Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships.

Today, we are talking with Dan Klopp, the Director Of Marketing And Business Development - Space Systems Division at ILC Dover.

What We Discussed:

In today's interview with Dan, we discussed a wide variety of issues:

ILC Dover’s involvement in the production of the next generation space suit and that unlike the space suits his company created during the Apollo era, they’ll actually get to brand these suits with the ILC Dover name/logo.
His strong belief in the “Servant-Leader/Theory Y management philosophy.”
What he likes most about working in the business of marketing & technology - particularly space technology.
How it is being one division of a very well-diversified holding company, and the degree to which it proves difficult to get the corporate attention and/or resources Dan's division needs to accomplish its goals.
The toughest challenges he faces marketing products in the technology space and how has he historically overcome them.
Any advice he would give to marketers thinking about bringing a new agency on board?
And lastly, if an agency was trying to knock down his door and attempting to win business from him, the advice he would give them.

Thanks Dan for a great interview!

A little bit about Dan:

Executive with consistent record of profitable growth in a range of technology markets. Market experience includes; Aerospace, electronics, chemical analysis instrumentation, and semiconductor processing equipment. Skilled at leading teams of professionals capable of distilling diverse information into a sustainable growth strategy.

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What We Discussed:

In today's interview with Kasey, we discussed a wide variety of issues:

Why has focused her marketing career on "good for you" foods. Prior to joining Chomps, Kasey spent 9 years working for Enjoy Life Foods.
How marketing products like Chomps differs from marketing a more mainstream food product. We discussed other things marketers need to be considerate of – other ways they need to think about how they message or market a brand like Chomps.
Advice Kasey had for other marketers looking to build their social presence and better take advantage of the space.
How there are a lot of “good for you” brands that use philanthropy or other approaches to strengthen their perceived "purpose" in the market and among employees. We talked about how Chomps efforts have benefited their brand and company.
How they make certain that the equities that exist in the brand today aren’t compromised as they expand the brand in the future.
And of course, advice she has for marketers looking for a new marketing agency and advice for agencies looking to bust down her door and work with her.

Thanks Kasey for a great interview!

A little bit about Kasey:

Seasoned, yet scrappy marketing professional with several years of experience of CPG brand building experience. Extensive experience in brand marketing and a strategic leader with a focus on data and behavior-driven results and continuous brand growth across all consumer touch points resulting in omnichannel growth.

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What We Discussed:

In today's interview with Angela, we discussed a wide variety of issues:

Why Angela decided to pursue a career in fashion and design.
The positive changes she has seen in the industry over the last few years and where she sees the industry going 3-5 years out.
Her founding of Atlantic Fashion Week and what gaps she saw in the market that warranted its creation.
How she stays on top of the latest trends in the industry and advice she'd give to any marketer (in any industry) looking to do the same.
Her work as an accomplished Children’s author of the book "I Want To See My Papa", a book meant to help children deal with loss and grief.
Any advice Angela would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Angela's door and attempting to win business from her, what advice she would give them.

Thanks Angela for a great interview!

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What We Discussed:

In today's interview with Chris, we discussed a wide variety of issues:

The gap that the owners saw in the market when they started Pure Flavor in 2003.
How they have created a number of brand names that sit under the Pure Flavor umbrella and how it is to manage that many brands in such a large portfolio of products.
With “all things organic” being such the rage these days, we talked about how Pure Flavor effectively differentiates itself at shelf and in-market?
How he supports the business from a marketing standpoint - whether monies are primarily used for retail support, like point of sale and special in-store promotion work?
Their “Live Deliciously” magazine - and how and to whom that is distributed to and whether or not it has proved helpful in driving his business or building his brand?
Any advice Chris would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Chris' door and attempting to win business from him, what advice he would give them.

Thanks Chris for a great interview!

A little bit about Chris:

A bilingual, global marketing leader with more than two decades of international experience developing award winning brands through strategic leadership. Enthusiastically seeks out and creates relationships with likeminded partners to create impactful engagement opportunities. Passionate about navigating to smooth water to differentiate, no matter the topic or application. Always promoting the need to #BeRevolutionary.

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What We Discussed:

In today’s interview with David, we discussed a wide variety of issues:

The relative importance of calling out the differences between credit unions and banks - today, as compared to a decade ago.
How they effectively kept engagement with their customer base strong during the pandemic.
Some of the more unique things you’re doing to bring the credit union and its community closer together.
Predictions on what the banking and credit union world will look like in the future.
Any advice David would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down David's door and attempting to win business from him, what advice he would give them.

Thanks David for a great interview!

A little bit about David:

David's career in marketing & sales management spans the course of multiple industries including financial services, advertising, professional services, and the food industry.

He has worked with companies to help them blend traditional data with “big data” analytics to provide a strategic framework translating data into a tactical framework for developing marketing campaigns that drive business results.

Creating and executing marketing campaigns & programs built on a foundation of solid data (marketing) analytics is what he delivers. Focusing on revenue growth AND profitability.

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In today’s interview with Amanda, we discussed a wide variety of issues:

How Organized Living differentiates itself from competitors in the market.
How the company markets to each of their different audiences.
Amanda's goals for the organization – where she would you like to see the company 2-3 years out.
How she addresses the need to localize marketing for each property yet still maintaining efficiencies in her overall spend.
Amanda brought a very solid design background into the job. She also brings some quality experience managing creative institutions like, most recently, The Art Academy of Cincinnati. We talked about how she thinks those experience will impact how she manages the marketing of Organized Living.
Any advice Amanda would give to marketers thinking about bringing a new agency on board.
And lastly, if an agency was trying to knock down Amanda's door and attempting to win business from her, what advice she would give them.

Thanks Amanda for a great interview!

A little bit about Amanda:

Amanda Parker-Wolery meshes her creativity with her background in marketing and strategy as Organized Living's Director of Marketing.

She holds a BFA in Visual Communication from the University of Dayton and a MFA in 2D from the University of Cincinnati.

Find more at: https://amandaparkerwolery.wordpress.com/Amanda

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What We Discussed:

In today’s interview with Renee, we discussed a wide variety of issues:

What the biggest challenges Renee faces as the director of marketing and sales for this multi-location property management group.
How she addresses the need to localize marketing for each property yet still maintaining efficiencies in her overall spend.
The degree to which technology plays a role in the overall management and maintenance of properties or in the overall management of Renee's marketing activities.
How Renee differentiates Scully's offering in the eye of the investor – whether it be an institution or a private investor or the consumer.
Any advice Renee would give to marketers thinking about bringing a new agency on board
And lastly, if an agency was trying to knock down Renee's door and attempting to win business from him, what advice he would give them

Thanks Renee McIntyre for a great interview!

A little bit about Renee:

As Director of Sales and Marketing, Renee McIntyre leads development of all real estate sales and marketing strategies for Scully Company, along with each of the individual brands within our portfolio.

A true team player, Renee lives her life by the motto "how you do anything, is how you do everything". She strategically aligns every project with the company’s overall mission while overseeing portfolio occupancy and developing supplemental strategies to maximize revenue.

During her 12 minutes of spare time each year, Renee loves unwinding with a fine glass of wine, crushing it at family game night and beating last years' time at the Broad Street Run.

Renee is a Certified Training Facilitator for the National Apartment Association and has a Bachelor of Science in Tourism and Hospitality from Temple University in Philadelphia.

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What We Discussed:

In today’s interview with Scott, we discussed a wide variety of issues:

What developers are most often doing or using if they aren’t using a product like Harness.
The over-riding benefit that Harness brings to companies – a benefit that companies weren’t able to obtain prior to using Harness.
How AI plays a role in creating a better process for managing development of software.
Scott's thoughts relative to what companies will be looking at 3-5 years out - whether or not companies are doomed for disaster if they don’t take the business of security and reliability seriously.
Any advice Scott would give to marketers thinking about bringing a new agency on board
And lastly, if an agency was trying to knock down Scott's door and attempting to win business from him, what advice he would give them

Thanks Scott Sanchez for a great interview!

A little bit about Scott:

Scott is a global marketing executive, growth advisor, and angel investor with a 25-year track record of creating and executing strategies that deliver results for growth-stage, VC-backed startups and Fortune 100s alike.

Prior to joining Harness as Chief Marketing Officer, Scott was Head of Cloud Native and Developer Marketing at Amazon Web Services (AWS), where he was responsible for leading the global marketing and growth efforts in a broad portfolio that spanned services across Containers, Serverless, and Developer Tools. Scott was part of the executive team that helped grow Metacloud to acquisition by Cisco, where he went on to build a global cloud marketing and growth function that helped create what has become a successful $15B+ software and subscription business.

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What We Discussed:

In today’s interview with Michael, we discussed a wide variety of issues:

Some of the top challenges facing banks today and the challenges anticipated as we look forward into the future.
Opportunities that Michael sees for banks the next 3-5 years out.
What it means to be a "mutually owned community bank" and how that's different from just being a bank or a credit union.
Technology and its role in banking today.
Chelsea University - a cool concept created to benefit customers and employees benefit from it.
Advice he'd give to marketers looking for a new agency.
Advice to agencies he'd give if they were trying to knock down his door and win his business.

Thanks Michael Rauh for a great interview!

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What We Discussed:

In today’s interview with Becky, we discussed a wide variety of issues:

The move Becky made from a storied career in journalism to the world of credit union marketing - and why she decided to leave the glamour and glory of TV to run marketing for a credit union.
How her life as a journalist has made her a better marketer - making her better able to tell customer stories in ways that are more impactful and believable.
The recent (2021) launch of their credit union's repositioning and rebranding and what that has done to the performance of her business.
And of course, Becky shares her advice to marketers looking to bring on a new agency and offers counsel to agencies looking to knock down her door and win new business.

Thanks Becky Freemal for a great interview!

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What We Discussed:

In today’s interview with Matt, we discussed a wide variety of issues:

The work that Matt is doing in the area of transformation and technology and how that's impacting the college.
How his healthcare background has provided him with a unique perspective in managing the marketing for Mercy College.
His predictions relative to the state of education within the context of the healthcare space.
How he uses in-house teams and outside agencies.
And his is advice to agencies looking to knock down his door and work with him.

Thanks Matt Romkey for a great interview!

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In today’s interview with Jerry, we discussed a wide variety of issues:

How a brand like Hommati captures the attention of agents and home buyers?
What makes Hommati different from the other franchise businesses Jerry has run.
The common threads that carry through all of the franchise businesses he’s owned and run.
Advice he’d give to a fellow budding entrepreneur looking to start a franchise business?
Jerry’s predictions on the state of real estate sales?
What Jerry sees as the advantages and disadvantages of in-house versus bringing in an agency?
Advice Jerry would give to marketers thinking about bringing a new agency on board?
And lastly, if an agency was trying to knock down Jerrry’s door and attempting to win business from him, the advice he’d give them.

Thanks Jerry Clum for a great interview!

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What We Discussed:

In today's interview with Andrew, we discussed a wide variety of issues:

How Andrew helped evolve the Cutter & Buck brand from one that had a great grandfather following, but wasn't too much a part of younger consumers' lifestyle.
How he prioritized the brand and its story relative to the immediate task at hand, which was moving the brand into a more digitally-centric world.
Advice he has for marketers on how to better their relationship with their agency partners.
His outlook/predictions for the world of retail and apparel sales.
Suggestions for agencies looking to knock down his door on the things that are most important to him.

Thanks Andrew Pudduck for a great interview!

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In today's interview with Julie, we discussed a wide variety of issues:

Why they won the Fast Company award in 2021 for most innovative food company.
Advice Julie has for companies looking to start selling direct-to-consumer via e-commerce platforms.
How Puris differentiates itself from the sea of other organic products on the market.
What she learned from her long career at companies like Hershey that she's been able to apply to her work at Puris.
What Julie looks for when she's out shopping for new marketing service help.
And the advice Julie would give any agency trying to knock down her door and win her business.

Thanks Julie Mann for a great interview!

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In today's interview with Jonah, we discussed a wide variety of issues:

How the pandemic impacted LMI's business and what kind of adjustments they needed to make to deal with it?
How they differentiate their offering amidst a crowded field of companies that do things similar to what they do,
How a global service business like LMI attracts new companies and customers?
How the company, being so spread out globally, maintains the equity of the LMI brand?
Jonah's perspective/thoughts relative to how he thinks LMI's category’s landscape will change in the future?

Thanks Jonah Erbe for a great interview!

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In today's interview with Michael, we discussed a wide variety of issues:

How supply chain issues have impacted his marketing
How his company, which is widely diversified, managed its growth and diversification over time.
How his experience in a marketing and creative role for Macy's West is different from marketing in a B2B company.
When Michael turns to outside marketing agencies to support his marketing needs.
What Michael suggests to agencies wanting to try and knock down his door and get his attention.

Thanks Michael Margolies for a great interview!

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Today's Interview:

Joe Kerwin, Chief Marketing Officer at Lendistry, based out of Los Angeles, California.

Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Today, we are talking with Joe Kerwin, the Chief Marketing Officer at Lendistry, based out of Los Angeles, California.

Lendistry is a minority-led and technology-enabled small business and commercial real estate lender with Community Development Financial Institution (CDFI) and Community Development Entity (CDE) certification.

To watch the video, click on the image below. Or to subscribe to our Podcast, click here: on Spotify or Apple

Our goal is to help marketers learn from other marketers across different industries and to help provide perspective for agencies about the things marketers deal with every day, to help them better represent their clients and win new business.

https://youtu.be/FQ0VCb5RmiU

What We Discussed:

In today's interview with Joe, we discussed how Lendistry found a very unique and ownable space in the funding of underserved business owners.

We also talked about the challenges in presenting themselves as a legitimate player in their space given there are companies out there that are somewhat predatory in the way they loan to the underserved? We talked about the ways they've managed it and how they've put themselves in a different space - the messaging and tools they've used.

We discussed the value of key partnerships and how they've been able to leverage those partnerships (e.g., mentoring and training) to be of greater value to their customer base.

We talked about how organizations like their builds awareness and interest among potential loan sources.

Joe and I talked about what they've done during the pandemic that they see potentially carrying forward post the pandemic?

We talked about their use of in-house agencies and how that has changed over the years. We discussed the advantages he thinks in-house firms provides him over bringing in agencies to help out?

We than asked Joe our final two questions of every interview:

Any advice you’d give to marketers thinking about bringing a new agency on board?

Some good perspective offered by Joe, who has spent multiple decades working with agencies prior to joining Lendistry.

And lastly, we asked Joe...if an agency was trying to knock down his door and attempting to win business from him, what advice would he give the agency?

Also, some great advice that's sure to help many agencies!

Thanks Joe Kerwin for a great interview!

A little bit about Joe:

Joe is a graduate of the University of Tulsa and received his Masters in Arts at DePaul University. Prior to Lendistry, Joe was employed by Wells Fargo for nearly 20 years. He also worked for other Financial and FinTech companies.

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In today's interview with Min, we discussed the differences in managing marketing for an insurance brand, versus something like a consumer packaged goods brand - and how in his world he needs to not only create goodwill and interest among the end consumers, but he has to motivate brokers to want to recommend Germania. No easy task for sure!

And when I asked Min about the things they did during the pandemic that was different than pre-pandemic, that he might keep up post-pandemic, he gave me somewhat of an unexpected answer. Unexpected, but very refreshing and uplifting.

We also discussed Min's thoughts about the future of insurance, and how driver-less vehicles and the absurd changes in weather patterns will impact how insurance companies operate longer-term.

And one of the last things we discussed was Min's perspective relative to agencies and the kinds of things he looks for and expects from a new agency. Some good perspective that could be helpful to agencies looking to connect with guys like Min.

Some great insights across a wide range of topics for sure!

Thanks Min Choi for a great interview!

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Today's Interview:

Jonathan Sabo, the VP of Marketing & Customer Support at Cardinal Scale, based out of Webb City, Missouri.

Welcome to another episode of The Marketer’s Edge, a series designed to share senior level marketing perspective about marketer challenges, opportunities, and agency relationships. Today, we are talking with Jonathan Sabo, the VP of Marketing & Customer Support at Cardinal Scale, based out of Webb City, Missouri.

What We Discussed:

In today's interview we discussed Jonathan's past experience running an agency and how that influences his own marketing efforts and how he works with and evaluates marketing agencies.

We also had a great conversation about how his marketing and messaging is different depending on who is communicating with: the dealer or the end-user.

We also talked about the growing importance of the end-user and how his efforts are slowly shifting to emphasize that channel. We discussed the growing use of e-commerce and the critical importance of lead generation to his sales efforts.

And we closed out the conversation with some discussion about what an agency would need to do and say (and what they shouldn't do and say) if they're trying to knock down Jonathan's door in an effort to do business with him.

Some great insights across a wide range of topics for sure!

A little bit about Jonathan:

Jonathan is a marketing and customer-centric administration professional with over 20 years of experience in marketing communications and business development, handling all types of media campaigns on a multi-national scale.

He has historically been leading initiatives in marketing, media, administration, and corporate communications, with expertise in event planning, creative concepts, product development, and brand building.

Prior to joining Cardinal Scale 21 years ago, Jonathan ran his own agency (U.S. Marketing Media) for 9 years.

Jonathan is the Chairman of the Marketing Sub-Committee for Meal-a-Day and on the Board of Mercy Health Systems.

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Today's Interview:

Lisa Chase, Sr. Director Strategic Planning, Mount Sinai Health System

The Marketer's Edge marketer interview series is designed to help marketers learn from other marketers across different industries and to help provide perspective for agencies about the things marketers deal with every day, to help them better represent their clients and win new business.

What We Discussed with Lisa:

In today's interview we discussed Lisa's role, her approaches to marketing, and how the pandemic impacted her approach to managing her business.

We also had a lively discussion about telemedicine and her predictions for the future of a practice that exploded during the pandemic and still remains an important part of the healthcare industry.

Lisa also shared her approach to keeping the many parts and pieces of the hospital system on the same page in terms of messaging, positioning, articulation of the brand's equity, and its internal communication.

We discussed the value of in-house agencies and when and where she looks for help outside of her internal team.

And we closed out the interview with Lisa giving other marketers advice on what to think about if they're bringing a new agency on board - and advice to agencies that might be interested in working with her.

A little bit about Lisa:

In her role, Lisa crafts, executes and measures strategic marketing plans for the Health System and individual hospital initiatives to enhance reputation and build practice volume. She has more than 10 years of digital media experience in the healthcare industry and has contributed to a 625% increase in revenue over five years.

In 2014, she launched the first Same Day Appointment Program on the east coast in an academic medical center, which was later scaled to the entire Mount Sinai Health System. Lisa tracks and benchmarks marketing campaigns (deadlines, deliverables and KPIs) and budgets, and manages all content/messaging for digital/social and traditional media.

In her operations role, she adopted and implemented an online referral application to connect EMRs across all locations, manages the Same Day Appointment and Telemedicine Programs, trains patient services teams, and is the primary liaison for large referring groups. She also helms the Otolaryngology’s Concierge Medicine Program, which caters to referring physicians and international patients.

Prior to joining Otolaryngology – Head and Neck Surgery, she was Associate Director of Marketing in the Central Marketing Department, supervising a team of digital marketing managers and freelance writers for web and social media initiatives. This included managing content for the Health System’s 150,000+ web pages, devising digital strategies for service lines, overseeing various SEM campaigns, and reporting metrics to leadership and Chairs.

A graduate of Villanova University for her BS/BA in Marketing, St. John’s University for her MBA in Finance and Vanderbilt University for her Business Law Certificate, Lisa serves on the American Academy of Otolaryngology’s Media and Public Relations Committee and has won five Aster Awards and two Healthcare Public Relations and Marketing Society of Greater New York’s Marketing Excellence Awards. She is also a graduate of the Dale Carnegie Course.

The Marketer's Edge: Recent Episodes

Mark Sneider