In this episode, Kathryn Turnoff talks with Corinne Crockett, CMO at Hiya, about how the brand uses post-purchase surveys, customer DMs, and iterative launches to build a data-driven yet deeply human kids' health and wellness brand.

Guest Quote:

“ A consumer doesn't live in this split world where they only experience organic channels or only experience paid channels, they're living in the real world. There really is no way to delineate very specifically pure paid traffic, pure organic traffic. It's really about the blended experience that you create. Of course, we're always looking at individual channel performance and in-platform in understanding that, but the bigger picture is that how does it work together? What is your customer journey path? How many channels are people interacting with? How many touch points are there? And it's not paid and organic. They're a full person just in the world experiencing your brand.” – Corinne Crockett

[04:59] Alchemy Unveiled
From symphony to signal: Corinne breaks down how Hiya treats KPIs as an interconnected system, why she goes 10 layers deeper with post-purchase surveys, and how staying in the Instagram DMs gives her team real-time customer insight that no dashboard can replicate.

[14:44] From Nuggets to Campaign Gold
From data to creative breakthrough: Corinne shares how upper-funnel thinking led Hiya to a comedy influencer campaign that drove massive engagement, why a Mattel partnership doubled user acquisition overnight, and how measuring packaging impact turned a qualitative brand moment into hard revenue.

[28:35] Gold Rush Round
Trust your gut, not the split: Corinne calls out the paid vs. organic myth, champions the conceptual leaps data will never deliver, and reveals why hearing a customer say a product changed their kid's life is what keeps her in the consumer business.

Connect with Kathryn
Connect with Corinne
Learn more about Hiya

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Katherine Turnoff talks with Dipti Kachru, CMO, Broadridge Financial Solutions, about the shift from marketing to millions in B2C to marketing to hundreds or thousands in highly targeted B2B, which requires finding senior operations and technology leaders in the right context for complex, high-consideration purchases.

Guest Quote:

“And what's interesting about the world of B2B is you're no longer selling to one person. You're actually selling to buying groups. And so we've got to think about the personas in the buying group in terms of are they actual decision makers? Are they users? Are they influencers? And what role are they actually playing in that sales process that we often are helping support, enable, or make faster.”

[01:34] Alchemy Unveiled
From scale to precision: Dipti shares how moving from millions of consumers to hundreds of B2B buyers reshapes targeting, messaging, and channel strategy — and why context and timing matter more than reach.

[18:03] From Nuggets to Campaign Gold
Look past the dashboard: Dipti explains why vanity metrics can hide the real story, how psychographic insight changes campaigns, and what happens when marketers follow engagement signals instead of impressions.

[23:27] Gold Rush Round
What data can’t replace: Dipti reflects on the limits of impressions and CTRs, the role of empathy in marketing, and why understanding the business is the modern marketer’s real edge.

Connect with Katherine: https://www.linkedin.com/in/kathrynturnoff/
Connect with Dipti: https://www.linkedin.com/in/kachru/
Learn more about Broadband Financial Solutions: https://www.linkedin.com/company/broadridge-financial-solutions/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode, Katherine Turnoff talks with Meg Douglass, VP of Marketing at Tonal, about brand as a living conversation shaped by audience signals. They discuss real-time data, experimentation, community-driven momentum, and why some “rules” should be broken.

Guest Quote:

“ One of my old coworkers said that brand is a shared hallucination between a customer and a business, and really brand is everything in that conversation. All of the experiences, all of the touchpoints and all of the signals that you're getting from your audience about that brand evolves over time because of the audience, because of the usage, because of the signals they're getting. Brand is data to some degree.”

[01:51] Alchemy Unveiled

Brand is a conversation: Meg shares why brand is shaped by audience signals across experiences and touchpoints — and how resonance and stickiness show up beyond traditional metrics.

[12:33] From Nuggets to Campaign Gold

Break the rules to break through: A logo-placement experiment challenges “best practices,” reinforcing that storytelling and judgment sometimes matter more than rigid frameworks.

[18:52] Gold Rush Round

Signals that matter: Meg shares what she’s learning from social communities, what she’d automate to free up brainpower, and what member language signals real brand health.

Connect with Katherine: https://www.linkedin.com/in/kathrynturnoff/
Connect with Meg: [https://www.linkedin.com/in/megdouglass/
Learn more about Tonal: https://www.linkedin.com/company/tonal-strong/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.