Everything Clicks

Gavin White is the Senior Vice President of Middle-Market Banking at Truist with over 25 years of experience in commercial and corporate banking across Ireland, the UK, and the US.

In this episode, Gavin explains how marketers can translate their initiatives into the most relevant financial metrics: cash flow, profitability, and efficiency. He breaks down why finance leaders care about the cash conversion cycle and how marketing can directly influence it.

You will hear:

- How to build trust with finance teams by speaking their language and using shared metrics

- Where AI initiatives succeed and where they fail to deliver measurable business outcomes

- How marketing can influence the cash conversion cycle through digital experience and customer portals

Learn how to frame marketing investments in terms finance understands, and discover the questions CFOs ask before approving your next big initiative.

=== Connect with Gavin:

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

- Truist’s website: https://www.truist.com

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Adam Persing is the Director of Marketing Data Science at Dow Jones, where he helps brands like The Wall Street Journal and Barron’s improve retention, engagement, and pricing through predictive modeling and experimentation.

In this episode, Adam shares how data science teams can drive better business outcomes by focusing on the right data inputs and how iterative testing keeps teams aligned with real customer behavior.

You will hear:

- Why data foundations determine whether algorithms succeed or collapse

- How Dow Jones uses prediction and feature recommendations to improve engagement

- Why iterative testing creates better decisions than rigid long-term plans

Learn how to build data-driven programs that are rigorous, reliable, and rooted in real customer behavior.

=== Connect with Adam:

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

- Website: https://www.dowjones.com/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Kristen Moore, Senior Vice President of Marketing at Brixmor Property Group, recently led a massive digital transformation, which included aligning more than 80 stakeholders across marketing, IT, accounting, and operations.

In this episode, Kristen shares what it takes to lead large-scale digital initiatives inside complex organizations — from securing C-suite buy-in and navigating build-vs-buy decisions, to proving ROI and managing cross-functional cooperation.

You will hear:

- Why cross-functional collaboration makes or breaks projects

- Why customer research keeps everyone aligned on what matters most

- How to get C-suite support for digital transformation and prove ROI on complex digital investments

Learn how to lead digital projects that deliver measurable business impact and what leaders in other industries can learn from Brixmor’s disciplined approach to collaboration, accountability, and customer focus.

=== Connect with Kristen:

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

- Website: https://www.brixmor.com/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Alanna Broderick Walker is the Director of Digital Products for Community Tennis at USTA. A former professional tennis player turned product leader, she now drives the digital systems that grow tennis participation across the US.

In this episode, Alanna explains why user testing must precede development, how product teams can reduce “opinion-driven” decisions, and why some friction is not only necessary, but intentional.

You will hear:

-  How product, marketing, and business teams can stay aligned in fast-paced environments without burning teams out

- Why purposeful friction can actually strengthen trust, quality, and long-term user retention

- How USTA shifted from assumption-driven decisions to validation through testing

Learn how to build digital products that are user-driven, strategically aligned, and sustainable, even in high-pressure, high-visibility organizations.

=== Connect with Alanna:

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

- Website: https://www.usta.com/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

David Raab is the founder of the Customer Data Platform Institute. With more than 40 years of experience in marketing technology and analytics, David has guided Fortune 1000 brands through every major shift in how organizations collect, unify, and activate customer data.

In this episode, David explains why the real challenge in data management is actually organization and alignment, sharing why marketers should stop asking “Do we need a CDP?” and start asking “What problem are we trying to solve?”

You will hear:

- How labels like “real-time data” and “complete data” can distract you from actionable insights

- How to choose the right data architecture for your business

- Why organizational silos, and not software, block connected experiences

Learn how marketers can separate functionality from hype when evaluating data tools and prioritize the right use cases, driving real results.

=== Connect with David:

- LinkedIn: https://www.linkedin.com/in/david-raab-22146b/

- Website: https://raabassociates.com/

=== Resources:

- The Marketing Performance Measurement Toolkit by David Raab: https://www.amazon.com/Marketing-Performance-Measurement-Toolkit-David/dp/1933199148

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Assunta Anif is the Director of Social Media Strategy at KISS Products, where she leads global social and community strategy for one of the beauty industry’s most established legacy brands.

In this episode, Assunta explains why follower count is no longer the metric that matters and how community-led feedback loops can directly shape product innovation and marketing decisions.

You will hear:

- How KISS evolved from chasing followers to building lasting community loyalty

- Why real-time social listening drives better products and campaigns

- How legacy brands can modernize without losing credibility

Learn how to turn online feedback into real-world change, the power of transparency in brand communication, and why authenticity will always outperform perfection.

=== Connect with Assunta:

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

- KISS website: https://www.kissusa.com/ 

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Ingrid Milman Cordy, CMO at HigherDOSE, has led growth and digital transformation across wellness and beauty, from Nuun Hydration (acquired by Nestlé) to Nestlé Health Science and Estée Lauder. She’s known for bridging creative and performance, and building high-growth orgs that stay customer-obsessed.

In this episode, Ingrid explains how to design right-sized, cross-functional teams, when to insource vs. hire agencies, and makes the case for education-led experiences in wellness.

You will hear:

- How to structure “pods” with clear KPIs to ship faster and reduce handoffs

- A practical framework to help you decide which muscles to develop in-house and which to outsource

- How feedback loops and retention programs turn first-time buyers into loyal advocates

Learn how to keep teams lean, your tech stack focused, and customer education central, so your digital experience converts without compromising profitability.

=== Connect with Ingrid:

- LinkedIn: https://www.linkedin.com/in/ingrid-milman-cordy

- HigherDOSE: https://www.higherdose.com

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Jose Bergiste, VP of Software Engineering at Fidelity Investments, leads full-stack engineering and data strategy across platforms serving millions of customers. With deep experience across industries, Jose bridges the gap between technology, data, and business value.

In this episode, Jose explains how to align marketing, engineering, and data teams around a common goal: improving the customer experience from the inside out.

You will hear:

- How engineering evolves when treated as a strategic partner

- Why data democratization helps make better business decisions

- How to decide when to build or buy technology

Whether you lead marketing, product, or engineering, this episode offers insights on connecting people, process, and technology that you can apply right away to deliver exceptional customer experiences.

=== Connect with Jose:

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

- Website: https://www.fidelity.com/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Tim Megginson, Vice President of Digital & Data Strategy at Visit Orlando, leads one of the world’s most recognized destination brands through large-scale digital transformation.

In this episode, Tim shares how his team connects data, AI, and marketing technology to create meaningful experiences for travelers worldwide.

You’ll hear:

- How Visit Orlando built a 37-tool martech stack without relying on enterprise platforms

- Why privacy and consented data are strategic advantages in global markets

- How AI is being used to structure, activate, and optimize digital performance

Learn why data-driven storytelling still needs a human touch, how to modernize digital strategy, and build experiences that scale across countries and cultures.

=== Connect with Tim:

- LinkedIn: https://www.linkedin.com/in/tim-megginson-mba

- Website: https://www.visitorlando.org

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert.

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Megan Hix is the Sr. Director of National Partnerships at Cornerstone Caregiving. She has built her career designing programs that combine strategic collaboration, digital simplicity, and genuine human connection.

In this episode, Megan shares how brand alignment and partnership trust shape digital experiences in high-consideration industries and how to build bridges that reduce friction for families making life-changing care decisions.

You will hear:

- How partnerships can instantly build or break trust

- The metrics that matter most in partnership-driven experiences

- How to balance technology with the compassion families expect

Whether you’re in healthcare, B2B marketing, or another trust-based industry, this conversation shows how to create partnerships and digital experiences that serve people, not just performance metrics.

=== Connect with Megan:

- LinkedIn: https://www.linkedin.com/in/megan-hix-0b110581/

- Website: https://cornerstonecaregiving.com/

=== Resources:

- Disabled American Veterans (DAV): https://www.dav.org/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com