Summary

In this episode, Hillery Shay, Chief Marketing & Experience Officer at Children's Minnesota, shares her journey from fine arts photography to healthcare marketing, emphasizing the importance of storytelling, experience, and community engagement in healthcare. Discover how her innovative strategies and leadership are transforming pediatric care and hospital branding.

Keywords

Healthcare Marketing, Pediatric Care, Experience Design, Community Engagement, Brand Strategy, Children's Minnesota, Storytelling, Patient Experience, Healthcare Leadership

Key  topics

Hillery Shay's career journey from photography to healthcare marketing

The importance of storytelling and experience in healthcare

Strategies for community engagement and brand differentiation in pediatric care

Sound bites

"Kids are not little adults; they go through transformations."

"Experience in healthcare is about what people feel and live."

"Look through every lens in the bag to see every perspective."

Chapters

00:00 The Journey of a Storyteller

02:49 Children's Minnesota: An Independent Pediatric Care Provider

05:46 Navigating Challenges Post-Pandemic

08:41 Building a Culture of Experience and Equity

11:54 The Role of Marketing in Pediatric Care

14:47 Establishing Expertise and Community Trust

22:51 Navigating Pediatric Healthcare: The Importance of Wayfinding

27:45 Transforming Marketing in Healthcare: A New Approach

30:31 Building Relationships with Physicians: Effective Communication

35:02 The 'Raise Them Up' Campaign: Unifying Community Efforts

40:18 Devotion to Children: The Next Phase of Engagement

41:53 Mentorship and Leadership: Lessons Learned

Resources

Children's Minnesota - https://www.childrensMN.org/

Haverford College Special Collections - https://www.haverford.edu/

Hillery Shay’s LinkedIn - https://www.linkedin.com/in/hilleryshea/

In this episode, Kyle Lacy, Chief Marketing Officer at Docebo, shares his incredible journey from digital design to leading a public learning platform. He explores how organizations can unlock human potential through hyper-personalized, scalable learning ecosystems powered by AI, and the importance of shifting from traditional training models to continuous, context-aware development. Whether you're in HR, learning & development, or marketing, this episode offers sharp insights into future-proofing talent in an AI-driven world.

Chapters

00:00 - Introduction to Kyle Lacy and his journey 

01:30 - Transition to ExactTarget and SaaS leadership 

02:50 - Growth at Lessonly and Seismic, and transition to Docebo 

03:45 - Docebo’s mission and focus on skills development 

04:50 - Kyle’s thoughts on writing books and their relevance today 

06:07 - The evolution of marketing and the value of credibility via authorship 

07:49 - Reflection on outdated marketing books and current tech landscape 

09:05 - The origin of Docebo’s name and cultural ties 

09:56 - Market segmentation for learning platforms 

10:48 - Understanding the client’s buying committee 

12:06 - The concept of skills currency and workforce planning 

13:12 - The inadequacy of traditional talent management systems 

14:49 - The importance of hyper-personalized learning paths 

15:47 - Strategic messaging: industry focus and core value proposition 

16:16 - The role of AI in creating and licensing content 

17:35 - Managing external content and tracking informal learning 

18:26 - Supporting organizational culture through personalized learning 

19:11 - UX considerations and content delivery strategies

20:50 - Simplifying messaging: “Never stop learning” 

21:20 - Building competitive advantage through human capital 

22:22 - Making learning content inclusive (universities, non-profits)

23:51 - Improving creative briefs through real-time insights 

25:02 - The learner as the core story of brand transformation 

26:04 - Learning happening everywhere: practical examples 

27:26 - The ongoing nature of learning beyond formal education

30:14 - The power of human-first campaigns 

31:25 - Maintaining human impact amid speed and technology 

32:15 - The key to relevant marketing: experience and human connection 

32:55 - The importance of service and trust in customer relationships 

33:17 - Kyle’s reflections on youth, mentorship, and community building 

36:01 - Acknowledging mentors and the value of community 

37:12 - Upcoming initiatives at Docebo, including Inspire conference 

38:06 - Kyle’s fun fact about his books’ success abroad

40:05 - Closing thoughts: embracing continuous learning and community

Links:

• Kyle’s Book: “Branding Yourself”
• Docebo’s Official Website
• Kyle’s LinkedIn
• Kyle's Twitter

Summary

In this episode, Ariel Wengroff, EVP of Communications and Marketing at Ledger, shares her unconventional career journey from politics to media to blockchain. She discusses the importance of digital identity, ownership, and control in the evolving digital landscape, and how Ledger is shaping the future of secure digital assets and identity management.

Keywords

Digital Identity, Blockchain, Ledger, Creator Economy, Digital Ownership, AI, Cryptocurrency, Digital Security, Innovation, Future of Tech

Key  topics

Digital identity and ownership

Ledger's role in securing digital assets

The creator economy and blockchain

AI's impact on scarcity and control

Chapters

00:00 Ariel Wengroff's Journey to Ledger

05:12 The Evolution of Digital Identity and Ownership

09:44 The Intersection of AI and Blockchain

15:10 Understanding Ledger's Customer Base

20:05 Connecting the Creative Community

24:59 Rebranding Ledger for a Broader Audience

25:29 Building a Brand with Authority and Legacy

26:51 Cultural Relevance and Authentic Marketing

28:37 Embracing Mistakes and Iteration in Marketing

31:45 The Role of AI in Brand Innovation

33:06 Global Strategies with Local Relevance

35:05 Creative Collaborations and Community Engagement

39:28 Partnerships and Authentic Brand Representation

42:45 Exciting Future Announcements for Ledger

Summary

Join us as Alexis Crowell, Chief Marketing Officer & General Manager of the Americas at Axelera AI, shares details about her rich international career, insights into leadership, AI, and cultural nuances in global markets, and how to build successful businesses. Discover how her diverse experiences shape her approach to innovation and market strategy.

Keywords

AI, leadership, global markets, business strategy, innovation, cultural intelligence, inference technology, community building, tech industry, Beyond the Brief

Key  topics

Alexis Crowell's international career journey

The role of cultural understanding in global markets

AI inference technology and edge computing

Building community and partnerships in tech

Leadership lessons from a global tech executive

Guest Name - Alexis Crowell

Chapters

00:00 Introduction to Alexis Crowell

04:26 Alexis's Journey and Career Path

09:14 Lessons from Sports and Resilience

12:00 Transitioning from Intel to Axelera AI

18:11 Understanding the Market and Customer Needs

24:01 Building Community and Partnerships

27:34 Cultural Nuances in Global Marketing

32:20 The Future of Inference in AI

38:56 Understanding AI's Role in Business

44:11 Navigating AI Implementation Challenges

49:16 Reflections on Career and Growth

Resources

Axelera AI - https://www.Axelera.ai

Ohio Northern University - https://www.onu.edu

University of Pittsburgh Katz Graduate School of Business - https://www.katz.pitt.edu

Intel - https://www.intel.com

Guest link

LinkedIn - https://www.linkedin.com/in/alexiscrowell

Summary

In this episode, Londonne Corder, Chief Marketing Officer at Outrider, shares insights on autonomous yard operations, the evolution of marketing strategies in emerging tech, and the importance of responsible innovation. Discover how Outrider is transforming logistics with electric and autonomous vehicles, and learn key lessons from Londonne's diverse career journey.

Keywords

autonomous yard operations, logistics innovation, electric vehicles, marketing strategy, emerging tech, supply chain, AI, B2B marketing, safety in automation, partnership ecosystem

Key topics

Autonomous yard operations and safety

Electric vehicle integration and sustainability

Evolving marketing strategies in emerging tech

Guest name

Londonne Corder

Sound bites

"Londonne, welcome to the show."

"The buying committee is evolving rapidly."

"A semi-competitive gymnast in my past."

Chapters

00:00 Introduction to Londonne Corder and Outrider

02:54 Londonne's Unique Marketing Journey

05:59 Understanding Distribution Yards and Automation

09:05 Safety First: Lessons from Autonomous Vehicles

11:57 Evolving Buyer Committees and Sales Strategies

14:49 Responsible Deployment of Autonomy

18:09 Electric Vehicle Integration and Partnerships

20:48 ROI and Customer Testimonials

23:33 Partner Ecosystem and Integration

26:54 Marketing Focus and Sales Enablement

29:55 Website Evolution and AI Integration

32:34 Brand Identity and Messaging

35:39 Company Origins and Future Directions

38:47 Mentorship and Giving Back

41:45 Personal Insights and Closing Remarks

Resources

Outrider Official Website - https://www.outrider.com

Lewis and Clark Expedition - https://en.wikipedia.org/wiki/Lewis_and_Clark_Expedition

Guest link

LinkedIn - https://www.linkedin.com/in/LondonneCorder

How Torani Turns Moments Into Flavor - Insights from Dean Veurink 

Summary

Join us as Dean Veurink, VP of Marketing and Product Innovation at Torani, shares his 25-year journey in food and beverage marketing. Discover how strategic insights, segmentation, and experiential marketing drive innovation and growth in the flavor industry.

Keywords

food and beverage marketing, product innovation, consumer insights, flavor industry, brand growth, experiential marketing, segmentation, Torani, foodservice, retail

Key  topics

Consumer segmentation and insights for innovation

Role of experiential marketing and brand experiences

Strategic growth and scaling in the food and beverage industry

Sound bites

"Marketing works when done right"

"Listening and iterating with consumers"

"Thicker sauces add mouthfeel to beverages"

Chapters

00:00 Introduction to Dean Veurink and Torani

00:29 Dean's Career Journey in Food and Beverage Marketing

05:14 Insights on Market Research and Consumer Needs

10:28 Innovation Strategies and Product Development

14:26 Understanding Torani's Product Range and Market Positioning

19:17 The Importance of Packaging and Consumer Experience

21:08 Building Brand Awareness and Consumer Engagement

24:00 Target Audience and Evolving Consumer Preferences

25:19 Navigating Hyper Growth and Strategic Changes

27:20 Experiential Marketing and Brand Activations

31:00 Partnerships and Collaborations in the Beverage Industry

35:50 The Torani Brand Story and Future Vision

Resources & Guest Links

Torani Official Website - https://Torani.com

LinkedIn - https://linkedin.com/in/deanveruink

Twitter - https://twitter.com/deanveruink

In this episode of Beyond the Brief, host Chris Perkins welcomes Sherry Chapman, the VP of Marketing at Fortera, a company pioneering low-CO2 cement technology. Sherry shares her extensive background in marketing, particularly in the consumer electronics sector, and how her experiences have shaped her approach at Fortera. She emphasizes the importance of transferable skills in marketing, especially when transitioning between industries, and encourages listeners to embrace career changes as valuable opportunities for growth.

Sherry delves into Fortera's innovative approach to cement production, which aims to reduce greenhouse gas emissions by mineralizing industrial CO2. She explains the company's mission-driven focus and the significance of scaling their technology to compete with traditional cement products without charging a green premium. Throughout the conversation, Sherry highlights the importance of building trust in the industry through transparency and third-party validation, as well as the challenges of navigating a risk-averse market. The episode concludes with insights into the future of marketing in the climate tech space and the exciting developments on the horizon for Fortera.

Keywords

Fortera, low CO2 cement, Sherry Chapman, climate tech, marketing strategies, sustainable construction, greenhouse gas emissions, career transitions, innovation in cement

Takeaways

• 'A lot of what you know, especially in marketing, can be applied to different segments.'
• 'It's all about scale.'
• 'We don't tell, we show.'
• 'This is a very risk-averse industry.'
• 'We have to create our solution within their framework.'
• 'The emotional side obviously is through the value chain.'
• 'We need everybody to succeed.'
• 'Restraint and transparency beat traditional flashier tactics.'
• 'You will fail, and that's okay.'
• 'It's important to create those building blocks of trust.'

Sound bites

"Go for it, because a lot of what you know can be applied."

"It's all about scale."

"We don't tell, we show."

Chapters

00:00 Introduction to Sherry Chapman and Fortera

02:11 Sherry's Marketing Journey and Career Transitions

04:24 Understanding Low CO2 Cement and Its Importance

06:18 Target Market and Go-to-Market Strategy

09:00 Pricing Strategy and Market Positioning

12:03 Sales Cycle and Project Lead Times

15:21 Building Trust in the Industry

18:02 Creating a New Category in Cement

20:16 The Role of Restraint and Transparency in Marketing

22:23 Surprises in the Climate Tech Space

24:22 First-of-a-Kind Projects and Their Challenges

26:52 Funding and Future Growth of Fortera

28:47 Marketing Strategies and Inbound Focus

33:10 Mentorship and Influences in Sherry's Career

36:38 Advice for New Marketers in B2B

41:24 Looking Ahead: Exciting Developments at Fortera

Summary

Efrat Ravid shares her inspiring journey from software engineering to board advisory, highlighting key lessons in leadership, culture, and digital transformation. Discover how her diverse experiences across industries inform her insights on innovation, customer-centricity, and navigating cultural differences in global business.

Keywords

Leadership, Digital Transformation, Culture, Innovation, Customer Experience, Global Business, Marketing, Analytics, AI, Career Lessons, Beyond the Brief

Key  topics

• Efrat Ravid's career evolution from engineering to advisory roles
• Cultural nuances in global business and marketing
• The importance of continuous product design and analytics
• Advising startups and growth companies at Goldman Sachs
• Lessons learned from diverse industries and markets

Guest  name - Efrat Ravid

LinkedIn - https://www.linkedin.com/in/efratravid/

Key  frameworks

• Continuous Product Design
• Customer-Centric Content Strategy
• Cultural Nuance Awareness

Sound bites

"Culture beats strategy every time."

"Always focus on the customer first."

“Life doesn’t peak. It compounds.”

"Nothing can stop us now."

Chapters

00:00 Efrat Ravid's Journey: From Software Engineer to Board Member

09:07 Advising Startups: The Role of an Independent Board Member

17:35 Continuous Product Design: Evolving Digital Experiences

25:39 Automation and Alignment: Transforming Core Business Processes

27:10 Understanding Audience in Content Creation

30:01 The Evolution of Marketing Strategies

30:59 Adapting to Unexpected Insights

31:58 Cultural Sensitivity in Marketing

38:51 The Importance of Loyalty and Relationships

44:16 Navigating Cultural Nuances

47:25 Embracing Action and Learning from Mistakes

49:34 The Journey Ahead: Nothing Can Stop Us Now

Summary

In this episode of "Beyond the Brief", Jake Dold, CMO at Apex Dental Partners, shares his journey from early marketing experiences to leading a major dental support organization. He discusses local marketing strategies, technology innovations, patient engagement, and the future of dentistry with AI.

Keywords

Dental Marketing, DSO, Local Business, Healthcare Technology, Patient Experience, AI in Dentistry, Beyond the Brief

Key topics

Local marketing challenges in dentistry

Technology and AI innovations in dental practices

Strategies for patient retention and practice growth

Sound bites

"Patient communication is key to retention."

"Community programs build goodwill and trust."

"Diving is like exploring another world."

Chapters

00:00 Introduction and Jake’s Career Journey

01:50 Challenges of Local Dental Marketing

03:21 Insights from Southwest Airlines Internship

04:54 Educational Background and Language Skills

06:44 Overview of Apex Dental Partners

08:43 Supporting Private Practice Autonomy

10:43 Market Segments and Practice Acquisition

13:52 Marketing Strategies for Dental Practices

18:41 Technology Infrastructure and AI in Dentistry

25:52 Patient Communication and Practice Management

29:38 Patient Retention and Practice Transition

33:38 Community Engagement and School Initiatives

36:38 Future Trends: AI and Practice Management

42:31 Closing Remarks and Personal Interests

Resources

Apex Dental Partners - https://apexdentalpartners.com

Model B - https://modelb.com/

Guest link - https://linkedin.com/in/jakedold

Keywords

Robert Roche, The Last Mile, marketing, prison reform, recidivism, partnerships, insights, storytelling, rehabilitation, social impact

Summary

In this episode of Beyond the Brief, Chris Perkins interviews Robert Roche, VP of Marketing at The Last Mile, an organization focused on rehabilitating incarcerated individuals through education and support. Robert shares his unique journey from musician to marketer, emphasizing the importance of ethical marketing and emotional storytelling. He discusses the challenges faced by individuals reentering society after incarceration and the innovative approaches The Last Mile takes to prepare them for successful reintegration. The conversation also touches on partnerships, insights gained from their work, and the broader implications of rehabilitation in the prison system.

Takeaways

• You don't always need to be doing exactly what you think to build your career.
• Marketing should be ethical and based in abundance.
• Rehabilitation is about preparing individuals for successful reintegration into society.
• The Last Mile focuses on continuous support for justice-impacted individuals.
• Emotional storytelling is crucial in marketing and rehabilitation efforts.
• The prison system often fails to rehabilitate individuals effectively.
• Partnerships are essential for expanding the impact of rehabilitation programs.
• Insights can come from unexpected places during the journey of doing work.
• Measuring the impact of rehabilitation programs is vital for accountability.
• Changing perceptions about incarcerated individuals is a significant challenge.

 Sound bites

"How do you trigger emotion with a song or an image?"

"Rehabilitation should look different."

"The Last Mile has the largest footprint."

Chapters

00:00 Introduction to Robert Roche and His Journey

12:20 The Last Mile: Mission and Impact

22:19 Challenges in the Prison System

25:16 Partnerships and Collaborations

27:01 Insights and Marketing Strategies

31:47 Conclusion and Future Aspirations