CMO Weekly

In this episode of "CMO Weekly," host Mary Clover interviews Sally Davies, Agency Partner at Smart Play Advisors, a seasoned professional with 17 years of experience in the AI gaming industry.

Davies discusses her career, which began in 2008 or 2009 , and how digital marketing has evolved, emphasizing the importance of data and personalized customer experiences. She shares her extensive background, including 15 years at "Gamesys", where she developed a VIP program and grew various departments. In 2013, she moved to America to launch operations in New Jersey, partnering with Tropicana Casino in Atlantic City.

Davies explains her transition from a corporate role to becoming a consultant, driven by a desire for variety and continuous learning. She describes her consulting approach, which often begins with an audit to understand a client's priorities, goals, challenges, and problems. She aims to bridge gaps between different departments and build effective marketing frameworks, including loyalty programs, segmentation, and vendor onboarding.

A significant portion of the conversation focuses on the disconnect between acquisition and retention in marketing. Davies highlights how businesses often overspend on acquiring new customers while neglecting retention efforts, leading to a "leaking bucket" scenario. She stresses the importance of understanding data and fostering close relationships between marketing and insights teams.

Davies also shares her experience as the acting CFO and CEO of Desert Diamond Sportsbook, a tribal entity in Arizona. She discusses the unique challenges and opportunities of localized marketing compared to multi-state operations, emphasizing the power of local partnerships and community engagement. She expresses optimism about the future of iGaming and the benefits of an omnichannel approach, where online and brick-and-mortar experiences complement each other.

A recurring challenge Davies identifies in the industry is the slow adoption of third-party marketing enhancement tools by platforms. She advocates for platforms to prioritize their marketing stack to help operators improve efficiency and revenue.

Throughout the episode, Davies provides advice for aspiring marketers, encouraging them to gain diverse exposure and build well-rounded teams with varied strengths. She also shares personal anecdotes, including a challenging home renovation project and her random hobby of training her dog. She describes her personal evolution, noting a growth in patience over her career.

The episode concludes with Davies recommending marketers and tools to watch, such as "Flows" for its comprehensive marketing capabilities, innovative CRM companies, and "Wager Games" for its social and comedic approach to sports betting. She also encourages listeners to connect with Smart Play Advisors for business growth support.

In this episode of "CMO Weekly," host Sean Vasquez, President of Pechanga Resort Casino, joins live from the SBC Summit in Fort Lauderdale to discuss his career trajectory, leadership philosophy, and the evolving landscape of the gaming industry.

Episode Highlights:

From Intern to President: Vasquez shares his journey from a marketing intern at Pechanga Resort Casino 20 years ago to becoming its president, highlighting how his early experiences and a self-proposed sustainability project influenced his path.

The Genesis of Bosque Clothing: Discover the inspiration behind Vasquez's unique lifestyle brand, Bosque Clothing, which blends Southern California influences with indigenous aesthetics. He discusses how his cultural background and experience in the action sports culture of Orange County led him to create the brand.

Leadership Philosophy: Vasquez delves into his evolving leadership style, emphasizing the importance of empowering teams, facilitating growth, and focusing on accountability rather than being the sole decision-maker.

The Future of Gaming and Marketing: He addresses the industry's focus on AI gaming and the challenges of attracting and retaining different generations of consumers. Vasquez stresses the inherent advantage of land-based casinos in providing social connection and communal experiences. He also discusses Pechanga's approach to marketing, favoring experiential strategies that foster word-of-mouth engagement over traditional or oversaturated digital channels.

Pechanga's Reinvestment Plan: Learn about Pechanga Resort Casino's ambitious ten-year master plan, which includes significant reinvestment in property, community, and consumer experience, with a particular focus on elevating their luxury offerings to rival international destinations.

Personal Insights: Get to know Sean Vasquez on a personal level through rapid-fire questions, covering his go-to casual outfit, a grounding tradition from his heritage, his ideal dinner party guests, and his continuous pursuit of learning.

Don't miss this insightful conversation with a leader who is shaping the future of tribal gaming while staying true to his roots and community values.

In this episode of "CMO Weekly," host Hayley Clover interviews Martin Collins, Chief Business Development Officer at Soft2bet, a leading B2B iGaming platform provider. Soft2bet is known for its innovative approach to gamification and player engagement.

Martin, with over two decades of experience in digital markets, discusses his career trajectory, starting as a recruiter in the construction industry before transitioning into the iGaming sector in 2005. He shares how his experience running his own recruitment business, Red Executive, for ten years, provided him with valuable contacts and lessons in bootstrapping a company. Martin then moved to Soft2bet, where he found the innovative and opportunity-led environment a better fit than his previous role at a publicly listed company.

A significant part of the conversation focuses on Soft2bet's global expansion strategy. Martin highlights their entry into diverse markets like Romania, Greece, Spain, Italy, Nigeria, Ontario, Mexico, and the upcoming launch in New Jersey. He emphasizes the importance of understanding each market's unique characteristics and the need for localized knowledge, citing the partnership with Channels TV in Nigeria as a prime example. Martin explains that the success of their market entries is evident in the rapid revenue growth seen within six months, a stark contrast to the longer learning curves he observed in previous roles. He also touches on the company's analytical approach to numbers, allowing them to quickly iterate and improve their product.

The discussion also delves into Soft2bet's B2B marketing strategy, which focuses on identifying an ideal customer profile (ICP) and using account-based marketing to deliver targeted content to specific cohorts. This strategy aims to stay top-of-mind with potential customers so that when they enter a buying mode, Soft2bet is already in their consideration.

Martin also shares insights into his leadership style, emphasizing the importance of empowering his team, fostering growth, and creating a comfortable yet challenging environment where everyone feels free to share ideas and receive constructive feedback. He admits to having high expectations and a tendency to step in, but he is actively working on delegating more.

Looking to the future, Martin expresses excitement about the continued growth of Soft2bet's footprint in new jurisdictions, with plans for five new markets in both 2024 and 2025. He specifically mentions potential opportunities in Alberta and Ohio for casino operations in the US market. Martin also highlights Soft2bet's commitment to innovation by extracting engagement strategies from other industries like social media, casual gaming, and e-commerce, and embedding them into their casino and sports betting experiences. He sees their competition not just as other operators, but as platforms like TikTok, Instagram, and Netflix, as they all compete for consumer engagement.

In a "fast questions" round, Martin shares a memorable "dumb bet" on Miss Universe in 2007 or 2008 in Macau, where he and friends won significantly on a 16-to-1 odds bet for China to win. He names Nelson Mandela as the person he'd most like to have dinner with due to his ability to overcome hatred. His favorite city is Paris. In 30 years, he believes people will be nostalgic for the current UI/UX in sports betting or perhaps PlayStation 5. He states there's no such thing as "bad advice," only how one chooses to act on it. If his vibe were a cocktail, it would be a "corkscrew," and he can play golf. Ten years ago, he would be surprised by how much calmer he has become. Lastly, he firmly states that it is not okay to sleep with socks on. His favorite non-working outfit is "no pants and a football shirt," and he is a Celtic fan.

In this episode of "CMO Weekly," host Hayley Clover sits down with Alex Kuwada, Head of Marketing at Betr, a sports gaming and media company. Alex oversees all marketing functions at Betr, including brand strategy, digital marketing, content creation, and consumer acquisition.

The episode kicks off with Alex sharing his unconventional path into marketing. Despite growing up in Ann Arbor, Michigan, he pursued a math degree from Wesleyan University and began his career as a high school math teacher. He highlights how his math background in problem-solving and quantifying abstract concepts has been beneficial in performance marketing. Alex also discusses the importance of being comfortable with not understanding everything immediately and relying on team members' strengths, a lesson he learned from his academic and early professional experiences.

Alex then delves into his transition from FanDuel, where he spent six years contributing to fantasy sports, sports betting, and casino ventures, to Betr. He explains that the move was driven by Betr's innovative approach and his desire to take on more responsibilities, particularly in leading strategy for brand, VIP, and retention, areas he hadn't focused on previously. He praises Betr's "cutting edge" and "edgy way" of doing things, finding it refreshing and enjoyable.

A significant portion of the conversation focuses on Betr's unique marketing strategies. Alex explains that Betr operates with both a media side, fronted by Jake Paul, and a gaming side that started as a micro-betting sportsbook and has since moved into daily fantasy. He emphasizes Betr's commitment to innovation and trying new things, even if success isn't guaranteed. He cites an example of a non-traditional marketing campaign where content creators were challenged to stay in a Las Vegas casino for 48 hours for a chance to win a trip to the Super Bowl. Alex highlights that Betr sees itself as an entertainment company, which allows for more unconventional marketing tactics. He also discusses the importance of customer loyalty, noting that loyal customers are more likely to refer friends and engage with the brand on social media. Betr fosters this loyalty through community building, shout-outs, and even personalized interactions like Jake Paul FaceTiming top performers. The company's office, designed as a "digital playground," further encourages content creation and genuine relationships with partners.

When asked about his new responsibilities, Alex shares his enjoyment for the "math problem" behind bonuses and generosity, appreciating the clean reads from A/B testing and experiments. He admits to being a bit camera shy, preferring to stay behind the scenes rather than appearing in content, unlike some of Betr's enthusiastic content creators.

Finally, Alex discusses his leadership approach, emphasizing a horizontal organizational structure common in startups, where everyone contributes ideas across the business. He strives to cultivate a culture that encourages creativity and risk-taking, stemming from his experience as a teacher. He believes in operating with trust and being risk-tolerant, coaching his team through trial and error. The episode concludes with a rapid-fire Q&A, where Alex shares his guilty pleasure (fantasy baseball), his competitive nature regarding random facts, and his structured approach to cooking versus takeout. He recommends Allison from Waymark as a CMO to watch, praising their genuine marketing strategy for AI video services.

In this episode of "CMO Weekly," Olivia Donnan, VP of Brand & Communications at YOTEL, shares her journey in the hospitality industry, from her early career aspirations to her current leadership role. She discusses her progression from Nylon Communications to Starwood Hotels and Resorts Worldwide, and then to Marriott International, where she moved to New York City and worked as the Director of Global Brand Marketing for Aloft and Moxy.

Donnan elaborates on the differences between working at an agency versus brand-side, highlighting the importance of understanding the media landscape and believing in the product you're selling. She also touches on the cultural distinctions between working in New York and London, particularly concerning consumer behavior in the hospitality sector.

A significant portion of the conversation is dedicated to her role at YOTEL, where she focuses on brand and communications. She explains her approach to branding, emphasizing the creation of a strong culture and ensuring all employees embody the brand's values to enhance the guest experience. Donnan also discusses adapting branding strategies to evolving consumer behaviors, especially in a post-2020 travel landscape.

The episode concludes with a rapid-fire Q&A, where Olivia shares personal insights, including her ideal dinner guests, favorite city, and advice for young professionals: to "say yes to as much as you're comfortable with" and embrace opportunities outside their comfort zone.

In this episode of "CMO Weekly," Seth Matlins, Managing Director at Forbes CMO Network, discusses his extensive career in marketing, the evolution of the industry, and the challenges faced by modern CMOs. The episode begins with a shout-out to Open Fortune for sponsoring, highlighting their unique ad placement in fortune cookies across over 100,000 restaurants globally, boasting 92% ad engagement.

Matlins shares his early fascination with brands and their power to improve the world, recalling how both his parents were marketers. He describes his upbringing as an "MBA by osmosis" and shares a memorable lesson from his father about the effectiveness of "whispering" over "shouting" in marketing, referencing an anecdote about writing "fragile" on a box.

He expresses his preference for the term "shared values" over "purpose-driven marketing," attributing the former phrase to Harvard Business Review. Matlins discusses his belief in "doing well by doing good" and his involvement with "cause marketing" from the start of his career, including his work with Rock the Vote. He also mentions creating the "Branded Impact" group, which focused on a double bottom line of marketing and world impact.

The conversation shifts to Matlins' experience at CAA, where he was brought in to start a group focused on leveraging cultural relevancy for brands, particularly in response to Coca-Cola's renewed interest in cultural relevance. He emphasizes that while marketing objectives—like creating and keeping customers, driving profitable growth, and influencing behaviors—remain constant, the strategies and tactics evolve.

Matlins highlights the significant changes in the marketing landscape since 2000, noting the absence of social networks and the nascent internet, making marketing "easier" then compared to the "unimaginable" uncertainty and unpredictability faced by today's CMOs. He discusses his role in transforming the Forbes CMO Network into a community, moving away from a reporter-led model to one led by a marketing practitioner with practical C-suite insights. He stresses the importance of intimacy and real conversations within the community, aiming to make attendees "better able to do better work".

Key challenges for today's chief marketers, according to Matlins, include the changing inputs and outputs of marketing, the impact of AI (shifting focus from efficiency to effectiveness), macro uncertainty (tariffs, supply chain), and internal relationships with CEOs and CFOs who often lack marketing experience. He also discusses the need to move beyond vanity metrics in attribution and the critical importance of a CMO saying "no" to maintain focus and allocate scarce resources effectively.

Matlins advises that successful brands today focus on learning, optimizing, and real-time marketing, citing an example of a global retailer moving away from a 36-week planning cycle in a rapidly changing world. He emphasizes focusing on "value, relevancy," and addressing customer needs rather than just stated wants.

Looking ahead, Matlins shares the Forbes CMO Network's upcoming initiatives, including the fourth annual Entrepreneurial CMO 50 list, new episodes for the "CEOs Guide to Marketing" podcast, and the unveiling of the World's Most Influential CMOs list and the Forbes CMO Hall of Fame at Cannes. The episode concludes with a rapid-fire Q&A, where Matlins shares personal insights, including his pride in his children, his love for New York City, and his desire to live abroad in places like Paris or Japan. He also offers advice on not reacting emotionally to emotional decisions.

Join us for an insightful and engaging episode of CMO Weekly as we chat with the brilliant Nicholas Karrat, Chief Marketing Officer at StockX! From a stunning yacht in Miami, Nick shares his impressive journey through the world of transformational marketing, offering invaluable lessons learned from his experiences at corporate giants like AT&T and Citigroup, to dynamic startups such as TheLadders and Plated Landing.Discover how Nicholas' "marketing genius" first made waves in the premium bedding industry at Boland Branch and how he's now setting new standards for comfort and style at Tommy John. We delve into his philosophy on connecting with consumers and building brands that resonate.Before diving into Nicholas' incredible career, we give a special shoutout to our fantastic sponsor, Open Fortune! Learn how this innovative company has created a unique and powerful advertising canvas through something we all know and love – the fortune cookie. With a network of over 47,000 restaurants, Open Fortune offers brands a "golden ticket" to reach their audience right before they enjoy a meal.In this episode, you'll hear about:- Nicholas' fascinating career trajectory, from his early days as a developer at AT&T to reimagining luxury travel with Citigroup and enhancing legal research with LexisNexis.- His experiences leading marketing at startups like TheLadders and Plated Landing.- The secrets behind his success in the premium bedding market at Boland Branch.- His current role as CMO at Tommy John and his vision for the brand's future in comfort and fashion.- A fun "flip the table" moment where Nick turns the questions back on the host!- Nicholas' take on the internet in one powerful word.- His heartfelt message if he had access to 10 million fortune cookies.- A glimpse into where Nick sees himself in ten years (hint: it involves a yacht in Miami!).- And much more wisdom and engaging conversation!Whether you're a marketing professional, an entrepreneur, or simply curious about the minds behind successful brands, this episode with Nicholas Karrat is packed with valuable insights and entertaining anecdotes.Don't forget to subscribe to CMO Weekly for more interviews with leading marketing executives!#CMOWeekly #NickCorot #TommyJohn #Marketing #ChiefMarketingOfficer #BrandBuilding #Advertising #OpenFortune #FortuneCookies #Miami #Podcast #Business #Entrepreneurship #LuxuryTravel #ComfortFashion #Startup #CorporateMarketing

Get ready for an insightful conversation on this week's episode of CMO Weekly as we sit down with the dynamic Ethan Braden, the Executive Vice President and Chief Marketing Officer at Purdue University!

Journey with us as we explore Ethan's impressive career trajectory, from his impactful work in the pharmaceutical industry at Eli Lilly to his transformative leadership in the realm of academic marketing at Purdue. Discover the vision behind Purdue Global's innovative approach to bridging education for working adults and learn how Ethan's strategic prowess earned him the prestigious American Marketing Association's Marketing of the Year award in 2020.

In this engaging interview, host [Insert Host Name Here] delves into the secrets behind building a powerful university brand, the evolution of marketing in the academic sphere, and the unique challenges and opportunities of leading marketing and communications for a major institution like Purdue.

Ethan shares invaluable insights on:

-Diverse Leadership: Learn how his experiences across different sectors have shaped his leadership style.

-Innovative Marketing: Discover the strategies behind Purdue's cutting-edge marketing initiatives.

-Brand Building in Education: Understand the nuances of crafting a compelling brand narrative for a university.

-The Power of Mentorship: Hear about the key individuals who have influenced his remarkable journey, including Dan Hassler from his time at Lilly.

Beyond the professional insights, we also get a glimpse into Ethan's personal side with a rapid-fire question segment covering everything from his dream dinner guest (marketing legend David Ogilvy!) and favorite city (surprisingly, Albuquerque!), to his thoughts on nostalgic trends and the best advice he's ever received (or rather, the worst!).

This episode is a must-watch for marketing professionals, higher education leaders, and anyone interested in the power of strategic communication and brand building.

Tune in to hear Ethan's inspiring story and gain actionable insights into the world of modern marketing!

#CMOWeekly #EthanBraden #PurdueUniversity #MarketingLeadership #HigherEducationMarketing #BrandBuilding #MarketingStrategy #Innovation #Leadership #PodcastInterview

Get ready for an in-depth conversation with a true powerhouse in sports branding! This week on CMO Weekly, we're thrilled to welcome the stellar Marissa Solis, the Senior Vice President of Global Brand and Consumer Marketing at the National Football League (NFL).

Join us as Marissa takes us on a fascinating journey through her impressive career, starting from her foundational studies with a B.S. in Foreign Service from Georgetown University and an MPA in Public Administration from the University of Texas at Austin ("Hook 'em!").

Discover how Marissa honed her marketing expertise, beginning at Procter & Gamble (P&G) as an Assistant Brand Manager and further developing her understanding of the public sector at Public Strategies. She then shares insights from her time as a Manager at Deloitte, leading up to an incredible 16-year tenure at PepsiCo, where she mastered the ever-evolving landscape of beverage marketing.

Now, at the helm of global brand and consumer marketing for the NFL, Marissa offers a unique perspective on the challenges and opportunities of building and maintaining one of the world's most recognizable sports brands.

In this engaging interview, you'll hear Marissa's take on:

- The fast-paced nature of the NFL: Contrary to popular belief, learn why the off-season is often busier than the on-season!

-The power of brand memory: Discover the unique approach of the episode's sponsor, Open Fortune, and how they help brands burn into consumers' minds.

- Nostalgia in the digital age: Marissa shares a surprising prediction about what people might be nostalgic for in 40 years.

- The best and worst advice she's ever received: Get a glimpse into the personal and professional lessons that have shaped her journey.

- Future predictions: Find out where Marissa hopes to be in 2033!

- Recommendations for future podcast guests: Hear who Marissa thinks would be a great addition to CMO Weekly, including names from PepsiCo and Burger King.

This episode is a must-watch for anyone interested in: Sports marketing and branding

Global brand strategy

Career journeys in marketing leadership

Insights into the NFL's marketing operations

The ever-evolving world of consumer engagement

Tune in to hear Marissa's invaluable insights and learn how the NFL continues to captivate audiences worldwide!

Get ready for an insightful and inspiring conversation on this week's episode of CMO Weekly! We're thrilled to welcome the brilliant Cyntia Leo, the current Head of Brand Marketing at the iconic retailer, Urban Outfitters.Cyntia takes us on a captivating journey through her impressive career, sharing stories and invaluable lessons learned from her time at some of the world's most recognizable brands, including Disney and Nike. Discover how her diverse experiences have shaped her approach to brand building and leadership.In this engaging interview, you'll hear about: - Cyntia's Career Trajectory: From her early aspirations growing up in Washington Heights to landing leadership roles at major global brands like Disney and Nike, and now leading brand strategy at Urban Outfitters. - The Path to the New School: Learn about the pivotal moment Cyntia chose The New School for her studies and what made it the ideal environment for her burgeoning creative spirit. - Breaking Family Expectations: Cyntia shares her personal story of navigating family expectations rooted in finance and accounting, and how she forged her own path into the world of arts and brand marketing. - Joining Urban Outfitters: Get a glimpse into Cyntia's recent transition to Urban Outfitters as Head of Brand Marketing and her initial thoughts and excitement for this new chapter. - A Candid Discussion on Workplace Benefits: In a refreshingly open moment, Cyntia discusses the importance of inclusive workplace benefits, including her own experience and the significance of IVF support, highlighting Urban Outfitters' commitment in this area. - Vulnerability and Authenticity in Leadership: Witness a powerful and vulnerable exchange as Cyntia shares a personal aspect of her journey, emphasizing the importance of open conversations in the workplace.This episode offers a unique opportunity to hear from a seasoned brand marketing leader who has worked with some of the biggest names in the industry. Whether you're a marketing professional, a student of branding, or simply curious about the journey behind iconic brands, Cyntia's insights and experiences are not to be missed.Tune in to hear Cyntia Leo's inspiring story, her perspectives on brand building, and her vision for the future of Urban Outfitters' brand.