CMO Weekly

This podcast episode of CMO Weekly features Liza Suloti, co-founder of the creative marketing agency SHADOW. In a wide-ranging conversation with host Hayley Clover, Liza details her journey from a native New Yorker and English major at BU to becoming a leader of a powerhouse agency with over 20 years of experience.

She provides a "behind-the-scenes" look at what it takes to execute high-stakes marketing moments, including e.l.f. Beauty’s iconic Super Bowl campaigns featuring Jennifer Coolidge and Judge Judy.

Key Highlights From the Episode

The Power of "Yes": Liza discusses how being open to non-linear career paths and saying "yes" to challenges—like shifting from journalism to PR—led to the creation of SHADOW.

Building Buzz Through Culture: She explains why SHADOW remains diversified across fashion, beauty, hospitality, and wellness, treating these industries as a snapshot of culture to drive authentic brand relevancy.

Super Bowl Strategy: Liza breaks down the strategic thinking behind e.l.f. Beauty’s viral big-game ads, revealing that the first Jennifer Coolidge spot was pulled together in a staggering three weeks.

The "Brick by Brick" Approach: A deep dive into why long-term client relationships (some spanning 15 years) are the foundation for the trust needed to take massive creative risks.

Agency vs. Brand Life: Advice for early-stage marketers on choosing between the fast-paced, multi-brand environment of an agency and the deep narrative ownership of working in-house.

About Liza Suloti

Liza Suloti is a PR and marketing communications veteran who oversees SHADOW’s beauty and wellness division. She has guided high-profile clients such as Amika, Estée Lauder, Dove, and Supergoop. A multiple Webby and Shorty Award winner, she is a frequent expert voice in Business of Fashion and Adweek.

In this episode of CMO Weekly, host Hayley Clover explores the fascinating intersection of experiential marketing and life-altering decisions. We dive into how something as simple as a fortune cookie can influence where a student-athlete chooses to spend their next four years and how universities are breaking through the digital noise to reach the next generation.

The Story Behind the Cookie

Abby McLean, a student-athlete at Idaho State University, shares her unique recruiting journey. Facing the high-pressure world of college sports recruitment, a chance lunch at Panda Express provided the "sign" she needed. We discuss how a simple message—"You'll find satisfaction near you"—sparked a critical family conversation that led to her commitment to Idaho State.

Marketing Beyond the Screen

Jeff Mavros, Executive Director of Admissions at Illinois State University, provides the marketer’s perspective. With Illinois State seeing record-breaking freshman enrollment, Jeff discusses why he took a "big swing" on non-traditional channels like Open Fortune. We explore:

The Emotional Decision-Maker: Why 17-year-olds (and their parents) respond more to "nudges" and emotional triggers than purely logical data.

The Power of the Dinner Table: Why 82% of important family decisions happen over a meal.

Differentiation in a Crowded Market: How to stop the "delete-delete-delete" cycle of student emails by being approachable, tactile, and unexpected.

What You’ll Learn in This Episode:

The Impact of Experiential Touchpoints: How real-world, tactile marketing creates lasting brand awareness.

Recruiting the Gen Z Athlete: Understanding the pressure of the recruiting process and what actually resonates with students.

Engaging the "Hidden" Influencers: Why marketing to parents is just as critical as marketing to students.

Risk vs. Reward in Higher Ed: Why taking creative risks is essential for institutional growth

In this episode of CMO Weekly, hosts Hayley Clover and Yoni sit down with Kim Dao, the Vice President of Marketing at Every Man Jack. With over 20 years of experience at powerhouse brands like Neutrogena and Clif Bar, Kim is currently steering Every Man Jack through its most significant brand transformation in nearly two decades.

Kim shares her fascinating transition from financial consulting and socio-cultural anthropology to becoming a "modern-day anthropologist" in the world of marketing. We dive deep into how a 19-year-old "challenger brand" stays relevant in an increasingly crowded natural grooming market and why the brand is shifting its focus toward grit, perseverance, and identity-led marketing.

Key Topics Discussed:

The Evolution of a Challenger Brand: How Every Man Jack is moving beyond "clean and natural" to embrace a positioning built for "men who put in the work".

The "Baker Mayfield" Effect: The strategy behind choosing the Buccaneers QB as a brand ambassador and why his story of grit aligns perfectly with the brand's DNA.

Innovation vs. Tradition: Why modern men are moving away from "3-in-1" products toward high-performance, benefit-specific grooming routines like separate shampoos and conditioners.

Building Community: Connecting with consumers beyond the shelf through athlete-led workouts, trade shows, and social media ambassadors.

Leadership & Career Growth: Kim’s advice for early-stage marketers on staying curious and viewing career paths as non-linear journeys.

About Our Guest:

Kim Dao is the VP of Marketing at Every Man Jack. She is a seasoned CPG leader known for building culturally resonant brands through deep consumer insights. Throughout her career, she has specialized in mission-driven brands that bring joy and utility to consumers' daily lives.

Episode Sponsored By:

Open Fortune: The only marketing company putting your brand inside actual fortune cookies. Reach millions of customers in a moment of pure surprise. Learn more at openfortune.com.

In this episode of CMO Weekly, host Hayley Clover sits down with Brian Murphy, the Co-Founder and CEO of Loeffler Randall, the New York-based fashion brand famous for its design-forward footwear and accessories. Brian shares the incredible 20-year journey of scaling a "cult favorite" label into a global lifestyle brand while maintaining the deep emotional connection that defines the company.

From the "rocky" early days in a Brooklyn basement to managing a brand that spans multiple generations, Brian offers a masterclass in building a business with authenticity and "product-level excellence".

In this episode, we discuss:

The Origin Story: How Brian and his wife, Jessie, launched the brand in 2003 from their Brooklyn apartment and navigated early challenges, including an office situated in the back of an olive oil warehouse.

Scaling the Brand: The specific products that served as "benchmarks" for growth, including the iconic flat boot and the globally recognized pleated fabric program.

The Power of "Self-Reference": Why Loeffler Randall avoids looking at outside stimulus or competitors, instead focusing on Jessie’s personal creative vision and what she feels is missing from her own wardrobe.

The Core Consumer: How the brand targets confident, self-sufficient women who dress for themselves rather than for others.

Cross-Generational Appeal: Connecting with a diverse audience, from "millennial moms" to Gen Z daughters and beyond.

Marketing Strategy: Why Loeffler Randall prioritizes physical retail spaces in cities like Charleston and Nashville as vital brand touchpoints.

Timestamps:

00:00 – Intro to CMO Weekly & Guest Welcome

02:36 – The 20-Year Origin Story of Loeffler Randall

04:22 – Starting in a Brooklyn Basement and Early Struggles

08:46 – Transitioning to a Household Name & Lifestyle Brand

11:17 – Quality and "Product-Level Excellence" as Marketing

12:47 – Staying Power: Avoiding Trends and Trusting Creativity

15:36 – Marketing Across Generations: From Millennials to Gen Alpha

18:23 – Defining the Loeffler Randall Woman

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In this episode of CMO Weekly, host Hayley Clover sits down with Casey Rosett, a veteran senior marketing leader who has navigated some of the world’s most complex global organizations. Having lived and worked in major international hubs like Hong Kong and Germany, Casey brings a deeply practical perspective on building a marketing career with intention.

Whether you are an early-stage marketer wondering how to reach the C-suite or a mid-career professional feeling stagnant, this conversation is a masterclass in "playing chess, not checkers" with your career. Casey breaks down why a nonlinear journey can be your greatest competitive advantage and why "balanced marketing" is the key to long-term leadership.

Key Topics Discussed:

The Foundation: Why brand management and integrated marketing are the best places to start to understand the "engine" of an organization.

The Global Perspective: The importance of gaining both global/central and regional/commercial experience to build credibility.

Diversifying Your Skills: How to balance analytical data-mining with emotionally resonant storytelling.

Emerging Roles: Exploring niche career paths like "Brand Archivist" and the rise of Omnichannel marketing structures.

Strategic Growth: How to maximize your current role through stretch assignments and "now vs. next" planning.

The Power of Mentorship: Why seeking mentors outside of the marketing function (GMs, Finance, Supply Chain) can open new doors.

About Our Guest:

Casey Rosett is a senior marketing leader with extensive experience across brand management, international distribution, and analytics. She has led teams through massive shifts in retail and distribution, working with global giants like Walmart, Amazon, and Target. Casey is also a passionate mentor to Gen Z and early-career marketers.

Brought to you by Open Fortune:

The only marketing company putting your brand inside actual fortune cookies. Visit openfortune.com to learn more!

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In this episode of CMO Weekly, host Hayley Clover sits down with Kristen Lauria, the Chief Marketing Officer at Wheels Up. Kristen shares her unconventional journey from aerospace engineer to marketing leader, illustrating how a background in logic and structured problem-solving can be a secret weapon for navigating the "chaos" of modern marketing.The conversation dives deep into how Wheels Up is disrupting the private aviation industry through its "aviation solutions" model. Kristen discusses the company's strategic partnership with Delta, their innovative approach to customer experience, and why they prioritize experiential marketing over traditional advertising to reach their niche audience.Key Highlights & Timestamps [02:08] From Engineering to Marketing: Kristen explains how her MIT business degree and engineering background help her bring structure to complex market challenges.[06:41] Redefining Private Aviation: A look at the "aviation solutions" platform and how Wheels Up facilitates seamless journeys by combining private and commercial travel.[08:58] The Delta Partnership: Insights into why Delta is a strategic lead investor and how their operational excellence influences Wheels Up.[11:30] Authentic Athlete Ambassadors: Why partnerships with stars like Fernando Mendoza and Ben Griffin are built on real-world use cases rather than just "pretty pictures".[14:58] Meeting Customers Where They Are: The power of experiential marketing at events like the Masters and the Cayman Cookout to build trust and drive advocacy.[18:43] The Future of Wheels Up: Kristen’s vision for the next few years, focusing on global growth and category-defining thought leadership.About Kristen Lauria:Kristen is a transformation-led marketing executive with deep expertise from roles at IBM, Cigna, and Akamai. At Wheels Up, she leads brand strategy, loyalty, and customer acquisition, helping to redefine luxury travel for today's flyers.

In this episode of CMO Weekly, host Hayley Clover sits down with Jissan Cherian, the Chief Marketing Officer at PetIQ. With a career spanning three continents—including leadership roles in Vietnam and Poland—Jissan shares his unique perspective on leadership, global marketing, and the evolving world of pet care.

In This Episode, We Discuss:

Navigating Career Risks: Jissan opens up about the mindset required to move overseas for new opportunities, from the beaches of Vietnam to the cold winters of Poland.

Leadership & Team Building: The importance of a strong supporting cast and why "failing forward" is a critical part of professional growth.

The PetIQ Strategy: How Jissan approached his first 90 days in a new industry and how his team is using experiential marketing and emotional storytelling to connect with pet parents.

Innovative Campaigns: A look behind the scenes at PetIQ’s latest marketing initiatives, including clever holiday-themed campaigns.

Future of Pet Care: Where the industry is headed in the next five years and how PetIQ aims to become a household name for pet health.

Advice for the Next Gen: Jissan shares his top marketing advice for the next generation of leaders and discusses his upcoming book.

About Our Guest:

Jissan Cherian is the CMO of PetIQ, where he oversees marketing, innovation, and insights. He is a seasoned marketing executive with extensive experience leading global brands and is passionate about improving the lives of pets and their owners.

Special Thanks to Our Sponsor:

This episode is brought to you by OpenFortune. Tired of banner ads? Open Fortune puts your brand message inside actual fortune cookies, reaching millions of people in thousands of restaurants nationwide. Check out their latest campaign with Mr. Beast! Learn more at openfortune.com.

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In this episode of CMO Weekly, host Hayley Clover sits down with Matthew Mingrone, the General Manager of Feather Falls Casino Lodge and Brewing Company. With a unique background spanning gaming, hospitality, and brand management, Matthew shares his "bold moves" and "breakthrough ideas" for building a resilient brand in an ever-changing industry.

Discover how Matthew oversees the guest experience at a one-of-a-kind hybrid property in Oroville, California—combining a casino, lodge, and award-winning craft brewery. He discusses the importance of every customer interaction and shares leadership lessons learned from his mentor, former Gun Lake CEO Sal Semeda. Whether you are a marketing executive or an aspiring leader, this conversation offers actionable insights on brand presence, community engagement, and why "every interaction matters".

Key Takeaways from This Episode:

The Power of Every Interaction: Why the smallest guest touchpoints define your brand’s long-term success.

Managing a Hybrid Brand: Navigating the complexities of marketing gaming, hospitality, and brewing under one roof.

Turning Critics into Fans: Matthew’s strategy for responding to feedback and transforming customer experiences through social media.

Leadership Mentorship: Lessons from the "legendary" Sal Semeda on leading teams and staying ahead in the industry.

Timestamps:

00:00 – Welcome to CMO Weekly: Meet Haley Clover

00:46 – Guest Introduction: Matthew Mingrone, GM of Feather Falls Casino

01:30 – Brand Presence in the Gaming Industry

10:15 – The Award-Winning Brewing Operation

18:45 –Transforming Customer Experiences via Social Media

23:24 – The Ultimate Lesson: Why every interaction matters

23:43 – Closing Remarks & Where to visit Feather Falls

About the Guest:

Matthew Mingrone is the General Manager of Feather Falls Casino Lodge and Brewing Company in Oroville, California. He is responsible for operations and guest experiences across a diverse range of sectors, including gaming, hospitality, and craft brewing.

Connect with CMO Weekly:

Visit our sponsor: Head to openfortune.com to put your brand inside actual fortune cookies!

#CMOWeekly #MarketingLeadership #HospitalityMarketing #FeatherFallsCasino #BrandStrategy #GuestExperience #GamingIndustry #MatthewMingrone

In this episode of CMO Weekly, host Hayley Clover sits down with Cindy Lim, the Head of Brand and Marketing at Yuzu, to discuss the evolving landscape of community-focused marketing and the shift toward intentional dating for Gen Z.

Cindy shares her fascinating "full circle" career path—starting as a scrappy entrepreneur founding a clothing brand, moving through elite consulting firms like Accenture and BCG, and eventually landing at Match Group to launch Yuzu from the ground up.

What You’ll Learn in This Episode:

The Origin of Yuzu: How Cindy helped build a "social playground" specifically designed for the Asian community to find true belonging and cultural understanding.

Scaling from Zero: The strategic evolution of marketing channels, from high-hype waitlists and influencer strategies to full-funnel storytelling and major brand partnerships.

Marketing to Gen Z: Why authenticity, humor, and values-based branding are non-negotiable when reaching the next generation of consumers.

The Pivot to Intentionality: A deep dive into Yuzu’s transition from a social/dating hybrid to a dedicated dating app centered on the core message: "Spark curiosity and show care".

Actionable Advice: Cindy’s top three tips for marketers looking to connect with Gen Z audiences.

Timestamps:

00:00 – Intro & The Power of Open Fortune

01:58 – Cindy’s Background: From Wharton to Entrepreneurship

02:55 – Consulting & The Move to Match Group

05:23 – Why an Affinity App for the Asian Community Matters

08:42 – Success Stories: From App Users to Micro-Influencers

11:38 – Scaling Strategy: Waitlists and Influencer Marketing

14:48 – Reaching 700k Downloads & Culturally Relevant Storytelling

19:16 – Cracking the Gen Z Code: Authenticity vs. Advertising

25:18 – The New Mission: Spark Curiosity and Show Care

30:21 – Cindy’s Advice for Marketing Leaders

This podcast episode of CMO Weekly, hosted by Hayley Clover, features an in-depth interview with Marc Oppenheimer, the Chief Marketing Officer of Parx Casino and Racing. As the CMO of Pennsylvania’s largest casino for over a decade, Oppenheimer shares his expertise on balancing brand building with data-driven marketing and the evolution of the gaming industry.

Episode Overview

In this episode, Marc Oppenheimer discusses the "bold moves" and "tough lessons" that have shaped his career leading the marketing efforts for Parx Casino. The conversation explores how the brand stays ahead in a fast-changing industry by pioneering automated, behavior-based campaigns and building strategic partnerships.

Key Takeaways

Data-Driven Marketing: How Parx uses automated campaigns that adapt to guest behavior to retain and engage players.

Operational Insight: Marc emphasizes the importance of marketing leaders understanding the "operations side" of a business to truly grasp what drives a customer's emotional experience.

Brand Evolution: Insights into how the brand attracts a diverse range of guests while maintaining its position as a market leader in Pennsylvania.

Upcoming Projects: Details on the expansion of Parx, including a major hotel project.

Episode Chapters

00:00 – Introduction to CMO Weekly and host Haley Clover.

00:18 – Sponsor message: Open Fortune.

00:45 – Introducing guest Marc Oppenheimer, CMO of Parx Casino.

01:00 – Marc’s background and decade-long journey at Parx.

24:43 – Advice for marketers: Why paying attention to the operations side is critical for success.

25:00 – Where to find Marc and Parx Casino online.

25:30 – Closing remarks and looking ahead to the new Parx hotel.

Guest Information

Marc Oppenheimer is the Chief Marketing Officer at Parx Casino and Racing. With over 10 years at the company, he has been at the forefront of digital transformation in the gaming sector, focusing on data-driven guest retention and innovative brand strategies.