Wharton Marketing Matters

Western style is no longer just a fashion trend. For Tecovas, expanding beyond its Texas roots means keeping a distinct point of view while making new customers feel welcome.

Samantha Fodrowski, Senior Vice President of Brand Marketing at Tecovas, explains how the company is growing from a direct-to-consumer boot brand into a national Western lifestyle brand.

She discusses reaching customers beyond the traditional Western audience, leading with story over product features, building retail stores around radical hospitality, choosing partnerships without diluting brand equity, and using long-form creative to earn attention in a short-attention economy.

Hosted on Acast. See acast.com/privacy for more information.

The people who already love a brand can be more effective than a traditional influencer campaign.

Lindsey Carter, Founder and CEO of SET Active, explains how the activewear brand identifies passionate customers and turns them into authentic advocates through its SET Insider program. She shares why social media should be a place for connection, how product drops can create a sense of belonging, and what marketers can learn from building a community customers want to be part of.

Hosted on Acast. See acast.com/privacy for more information.

As consumers spend more of their lives online, brands are finding new value in getting people together in person.

Julie Zukof, Vice President of Brand at Lucky Strike Entertainment, discusses how the company is building demand for screen-free entertainment across Lucky Strike, AMF, and Bolero. She explains how nostalgia can refresh a legacy brand, why bowling competes with everything from bars to streaming, and how Gen Z, families, and league bowlers are shaping the next era of out-of-home experiences.

Hosted on Acast. See acast.com/privacy for more information.

Consumers do not only want more energy. Increasingly, they are looking for ways to pause, moderate, and unwind.

Zech Francis, CMO of Recess, explains how the functional beverage brand is positioning calm as a counterweight to caffeine, overstimulation, and high-alcohol drinking occasions. He discusses how Recess makes relaxation feel relatable through everyday moments such as a difficult commute, an overloaded inbox, or the Sunday scaries, rather than relying on clinical language or complicated ingredient claims.

Francis also shares how Recess is building a platform that spans mood-support sparkling water, zero-proof mocktails, powders, and future innovations. He explores the marketing strategy behind turning a niche functional benefit into a broader consumer ritual, the value of getting "cans in hands" through sampling and retail, and the role of AI as a creative thought partner.

Hosted on Acast. See acast.com/privacy for more information.

The NFL's most important currency is not a product. It is relevance.

Marissa Solis, SVP of Global Brand and Consumer Marketing at the NFL, explains how the league is reaching new generations of fans while staying connected to its core audience. She discusses the global strategy behind the Bad Bunny halftime show, turning players into human stories through the NFL's Helmets Off initiative, creating content for Gen Z, and introducing American football to fans around the world.

Hosted on Acast. See acast.com/privacy for more information.

What does it take to market a product that challenges long-held category expectations?

Conley Downing, CMO of Archer Roose Wines, breaks down the strategy behind building a premium canned wine brand. From consumer trial and experiential marketing to Elizabeth Banks' creative role, retail visibility, moderation trends, and the power of a distinct brand identity, she shares how Archer Roose is making canned wine feel approachable without compromising quality.

Hosted on Acast. See acast.com/privacy for more information.

How do restaurant brands create loyalty when every guest wants something different?

Joel Bulger, CMO of WOWorks, the parent company of Saladworks, Garbanzo Mediterranean Fresh, Frutta Bowls, Barberitos, The Simple Greek, and Zoup!, explains how the fast-casual restaurant group markets distinct brands while sharing technology, data, supply chains, and operational resources.

He discusses building stronger customer relationships through customizable menus, nutrition filters, digital ordering, and loyalty programs. Bulger also explores using AI to analyze menu performance and personalize offers, co-branding concepts to reach more occasions, and ambassador programs that turn local customers into advocates.

Hosted on Acast. See acast.com/privacy for more information.

Baby technology is changing how parents monitor sleep, health, and well-being. But how can brands provide meaningful information without creating more anxiety?

Krista Weaver, Vice President and Head of Marketing at Owlet Baby Care, joins Barbara Kahn and Americus Reed to discuss marketing in the fast-growing baby tech category. They explore how Owlet combines FDA-cleared wearable monitoring with parent-first product design, actionable sleep insights, and ongoing customer feedback.

The conversation also examines the power of parent communities and word of mouth, social listening as a driver of product innovation, responsible uses of AI in health-adjacent marketing, and how a brand can grow alongside the families it serves.

Hosted on Acast. See acast.com/privacy for more information.

How did AG1 turn podcast advertising into a powerful engine for trust and growth?

Paulie Dery, Chief Marketing Officer at AG1, explains why the company invested early in podcast advertising and built long-term relationships with hosts who genuinely use the product. He discusses how AG1 measures both brand impact and conversions, why authenticity is essential to host-read advertising, and how the company protects its premium positioning.

Dery also shares the strategy behind the transition from Athletic Greens to AG1, lessons from his time at YETI, AG1’s expansion into Costco and Target, and how strong brands avoid becoming commodities.

Hosted on Acast. See acast.com/privacy for more information.

How do you market healthcare in a way that builds trust?

Kate Metzinger, Vice President of Marketing and Physician Outreach at Piedmont Healthcare, discusses her transition from consumer packaged goods to healthcare, why authentic storytelling is more effective than statistics, how marketing can drive growth in a mission-driven organization, and how AI is helping improve both the patient and provider experience.

She also shares lessons on measuring marketing effectiveness, leading organizational change, and applying timeless marketing principles in one of the most trust-driven industries. 

Hosted on Acast. See acast.com/privacy for more information.