In this episode of Group Y Live, I had the pleasure of speaking with Jonathan Weaver, a remarkable figure in the action sports and marketing world. As the current CMO of DB, Jonathan shared his inspiring journey from skiing and snowboarding on dry slopes in the UK to making significant contributions to iconic brands like Forum Snowboards, Burton, and Nike.

We kicked off our conversation discussing Jonathan's early experiences with action sports, particularly how he transitioned from skiing to snowboarding at the age of 17. He recounted his adventures working in the ski industry, which laid the foundation for his career in marketing. Jonathan also shared insights into his time at Forum and Burton, where he learned the intricacies of marketing and brand management.

Moving on to his tenure at Nike, Jonathan described the culture shock of transitioning to a corporate environment and the vast resources available to him. He highlighted the importance of understanding both the competitive landscape and the unique culture of snowboarding, which helped him navigate his role in sports marketing.

After discussing his shift to the CrossFit training sector and then to women's training at Nike, Jonathan reflected on the challenges and opportunities he faced in those roles. He emphasized the importance of finding a niche and owning it, which ultimately led him to pursue a career in soccer just as the COVID-19 pandemic hit.

Jonathan's move to Portugal during the pandemic opened up new opportunities, leading him to join DB, a brand with roots in action sports. He shared how his experiences have come full circle, allowing him to leverage his background in snowboarding while expanding the brand into new markets like surf and travel gear.

Throughout our conversation, Jonathan offered valuable insights into corporate culture, marketing strategies, and the importance of community in business growth. His journey is a testament to the power of following one's passion and adapting to change, making this episode a must-listen for anyone interested in the intersection of sports, marketing, and personal growth.

In this episode of Group Y Live, I had the pleasure of speaking with Nik Strong-Cvetich, the CEO of Save the Waves Coalition. Nik's journey in conservation began in Washington State, where he developed a deep appreciation for the connection between surf ecosystems and coastal communities. Over the past 12 years, he has transformed Save the Waves from a small operation into a robust organization with a team of 14, working on projects in 15 countries.

We discussed the evolution of Portugal as a global surf hub, the significance of World Surfing Reserves, and the innovative conservation solutions that Save the Waves has implemented, such as the Save the Waves mobile app and climate insurance for surf communities. Nik shared insights into the challenges and successes of protecting surf ecosystems, emphasizing the importance of collaboration with local communities and other NGOs.

Nik also highlighted the organization's focus on the economic impact of surfing on coastal communities, illustrating how surfing can be a powerful tool for conservation. We explored exciting upcoming projects, including the development of the world's first insurance product for surf breaks and ongoing efforts in regions like Mexico, Costa Rica, and the Azores.

Finally, we touched on Nik's new podcast, "The Lead," where he aims to share leadership lessons from the conservation sector. This conversation was not only informative but also inspiring, showcasing the vital work being done to protect our oceans and surf ecosystems.

In this episode of Group Y LIVE, I had the pleasure of speaking with Dustin Hinz, the CMO of Firestone Walker. We delved into his fascinating journey from the music industry to the beer business, exploring his early passion for music and how it shaped his career. Dustin shared his experiences working at Guitar Center and Ernie Ball Music Man, where he developed a love for marketing and storytelling.

We discussed the evolution of content creation in marketing, particularly during the early days of social media and YouTube. Dustin recounted memorable projects, including a groundbreaking collaboration with Slash from Guns N' Roses, which marked the beginning of their foray into video content. He emphasized the importance of creating engaging experiences for audiences and the challenges of conveying ROI to stakeholders in a creative industry.

Transitioning to the beer industry, Dustin explained how he leveraged his marketing expertise to build the Firestone Walker brand, particularly focusing on 805. He highlighted the unique lifestyle aspects of the brand, which draws inspiration from California's diverse culture, including action sports and music. We also touched on the complexities of navigating alcohol laws and the importance of responsible marketing.

Dustin shared insights into the competitive craft beer landscape, emphasizing the significance of brand storytelling and community engagement. He detailed the strategic partnership with the World Surf League, which allowed Firestone Walker to connect with athletes and create meaningful content that resonates with their audience.

Overall, this episode is a deep dive into the intersection of music, marketing, and the beverage industry, showcasing how passion and creativity can drive brand success.

In this episode of Group Y Live, I had the pleasure of speaking with Nick Tran, a renowned marketer known for his transformative work with some of the biggest brands in the world. As the former global head of marketing at TikTok, Nick played a pivotal role in turning the platform into a cultural phenomenon, navigating various brand challenges along the way. His impressive career also includes executive roles at Hulu, Samsung, Stance Socks, and Taco Bell, where he developed award-winning strategies that drove growth and engagement, even during times of adversity.

We kicked off our conversation by discussing Nick's journey into marketing, which began in his childhood in Orange County. Initially aspiring to be a doctor, he pivoted to law before discovering his passion for marketing while working with his parents in their IT consulting business. This led him to Taco Bell, where he started as an intern and quickly learned the ropes of marketing in a high-pressure environment. Nick shared how the crisis Taco Bell faced in 2012, when they were sued for not using real beef, provided him with a unique opportunity to innovate and experiment with creative marketing strategies.

From Taco Bell, Nick transitioned to Stance Socks, where he helped elevate the brand by leveraging niche communities and influencer marketing. He recounted exciting campaigns, including collaborations with major franchises like Star Wars and events that brought together NBA players for a spades tournament. His time at Stance solidified his belief in the power of community-driven marketing.

Nick's career continued to evolve as he took on challenges at Samsung, where he managed the marketing for the Galaxy Note 7 during a significant crisis involving phone safety. He emphasized the importance of storytelling and brand trust during difficult times, which ultimately helped Samsung emerge stronger.

We then delved into his experience at TikTok, where he faced the unique challenge of marketing in a rapidly changing digital landscape, especially during the pandemic. Nick highlighted the need for brands to adapt quickly and move at the speed of culture, a lesson he learned from his previous roles. He discussed the importance of internal collaboration and real-time marketing, which allowed TikTok to stay relevant and connected with its audience.

As we wrapped up our conversation, Nick shared his insights on the future of marketing, particularly in light of emerging technologies like AI. He expressed optimism about AI's potential to enhance creativity and efficiency in marketing, while also stressing the need for brands to embrace new approaches to stay competitive.

Finally, Nick offered valuable advice for aspiring marketers: to experiment, take risks, and not cling to outdated methods. He encouraged listeners to focus on building authentic connections with their audiences and to leverage the power of creativity in their marketing strategies.

This episode is packed with insights from a marketing leader who has successfully navigated crises and transformed brands. Whether you're a seasoned marketer or just starting out, Nick's experiences and advice provide a roadmap for thriving in today's fast-paced marketing landscape.

In this episode, Sky shares her unique perspective on being a young athlete during challenging times, the importance of family, and her journey in pushing the boundaries of women's action sports. From dropping into Elliott Sloan's MegaRamp to performing incredible aerials at the wave pool, Sky discusses her passion for skateboarding and surfing, and how she aims to inspire other girls to break through barriers in a male-dominated sport.

Sky opens up about her recent accident, the recovery process, and the support she received from fans during her time in the hospital. She also shares her thoughts on social media, the impact of negativity, and how she uses her platform to spread positivity and encourage young girls everywhere.

As the conversation unfolds, Sky reflects on her dreams of becoming an Olympian, the excitement of competing on a global stage, and her desire to teach skateboarding to underprivileged kids around the world.

Don't miss this uplifting episode filled with motivation, resilience, and the spirit of action sports!

Join us in this exciting episode as we dive into the world of Liquid Death with founder and CEO Mike Cesario! Discover how this innovative brand is shaking up the $21 billion bottled water industry with its unique marketing approach and irreverent branding.

Mike shares insights on the journey of Liquid Death, from its inception to securing a whopping $23 million in funding. Learn about the challenges of launching a direct-to-consumer model, the importance of humor in their campaigns, and how they’ve managed to thrive even during the pandemic.

We also explore the creative process behind their marketing strategies, including collaborations with friends from the advertising world and the development of entertaining content that resonates with consumers. Plus, hear about their recent projects, like a metal album inspired by internet trolls, and what’s next for Liquid Death as they expand into retail.

Don’t miss this behind-the-scenes look at a brand that’s redefining what it means to market water!