What happens when an engineer falls in love with marketing?

You get Sorin Patilinet, the data-driven marketer reshaping how the world’s biggest brands think about creativity, effectiveness, and growth. After 20 years working in marketing science at Mars and PepsiCo, Sorin has one mission: to help marketers stop chasing vanity metrics and start measuring what actually drives results. He’s out to prove that great marketing is about more than just ROI. It’s about understanding human behavior.

Sorin and Daniel dive into what it really takes to make marketing effective in 2025: from breaking silos between pricing, distribution, and brand strategy, to using neuroscience to craft ads people actually remember.

If you’ve ever had to prove your marketing budget, defend your creative, or show the true impact of brand building, this episode will change the way you think about measuring success.

Customer.io is an AI-powered customer engagement platform that helps teams turn first-party data into personalized messages at scale. It enables teams to easily create and send communications across email, SMS, push, in-app, and webhooks to drive engagement and growth. Today, over 7,800 brands trust Customer.io to power their messaging.

Follow Sorin:

LinkedIn: https://www.linkedin.com/in/patilinet/

Follow Daniel:

LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/

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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com