In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Julia Lirio, Marketing Director at roadsurfer. roadsurfer is transforming the camping and van life experience across 14 countries by positioning camping as a hip, young lifestyle choice rather than a niche hobby for retirees. Operating in the fast-growing outdoor recreation market, roadsurfer offers camper rentals, camping spots, long-term rentals, and van sales through a brand that makes outdoor adventures accessible and Instagram-worthy. Julia shares how her team navigates the challenge of matching elevated consumer expectations with the reality of van life, while scaling marketing operations across diverse international markets with a centralized approach.
Topics Discussed:
Repositioning camping from niche hobby to mainstream lifestyle brandBuilding marketing operations across 14 international marketsBalancing brand storytelling with performance marketing measurementManaging consumer expectations vs. reality in experience-based productsScaling creative content production through influencer partnershipsImplementing AI for content localization and customer segmentationTransitioning from CEO to GEO optimization strategiesBuilding centralized marketing teams for international operations