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

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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.

This episode. Kathryn discusses finding the right person, at the right time, with the right message with Greg Licciardi,  Professor of Marketing and Vice President of Partnerships at ANA. The discussion covers the impact of AI on marketing, useful tactics and innovative case studies from brands like Wendy's, e.l.f., and Harry's.

Guest Quote:

•  ”Marketing is moving at breakneck speed with all the new technologies coming in and AI. Marketers need like a north star, a framework to guide them through this complex time we're in.”

Episode Breakdown:

[02:21] Alchemy Unveiled: The Holy Grail of Marketing

The Holy Grail of Marketing includes the five Rs: right person, right time, right message, right outcome, right environment.

[28:10] From Nuggets to Campaign Gold: Case Studies in Creative Targeting

Greg shares a case study that demonstrates how small behavioral signals, testing in real time, and a willingness to pivot can turn early campaign learnings into breakthrough performance gains

[35:55] Gold Rush!

Reach is the most overrated marketing metric. Spray and pray is not the right approach.

Links & Resources:

Connect with Kathryn

Connect with Greg

Learn more about Deluxe

Check out Holy Grail of Marketing

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

This episode, Kathryn digs into the art and science of customer experience with Bennett Fox-Glassman, SVP of Customer Journey at Macy’s. Together, they explore how listening, context, and authenticity shape memorable interactions in modern retail.

Guest Quotes

• “One of our first focuses was taking stock of what was working and what wasn't. And in our CRM programs, when we looked at them, we believed we could actually get more by sending less, which was maybe counterintuitive at first, but in fact, we have. And so it used to be that it was Tuesday and so everybody got the coats email, and now we are much more attentive to where you are in your journey. So if you recently bought something at home, for example, we wanna be talking to you about how do you style it and how do you complete that room. And that becomes our priority over talking to you about the fact that it happens to be Tuesday.”

Episode Breakdown

[01:42] Alchemy Unveiled: Rewiring Around the Customer

[14:13] From Nuggets to Campaign Gold: Power of Iconic Moments

[21:00] Gold Rush Round: Bennett’s Bumper Sticker Wisdom

Links & Resources:

Links & Resources:
Connect with Kathryn: https://www.linkedin.com/in/kathrynturnoff/
Connect with Bennett: https://www.linkedin.com/in/bennettglassman/?skipRedirect=true
Learn more about Macy’s: https://www.linkedin.com/company/macy/

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, Kathryn sits down with Connor Swegle, CMO and Co-Founder of Priority Bicycles, to discuss how simplicity, authenticity, and gut instincts drive smarter marketing. Connor explains how his team strips data down to what truly matters, avoids the distractions of automated platforms, and builds meaningful customer connections—both online and on the road. From postcard campaigns to 190-mile bike rides with customers, he reveals why sometimes the best data is human experience.

Guest Quotes:

 We don't say, oh, well, the marketplace is $7 billion, so we just need a slice of that. No. What we want to be able to do is understand who are the people who are in a position to have desire to purchase. We don't think a lot about specific customer segments, and breaking down demos. We'll use Google to really understand, where the customers are, who are interested. So a lot of that can just be looking at locations where weather favorable for cycling. We really believe that anybody from, you know, 18 years old until as late as you want to be active in life, could be a customer of ours. But we really try and focus our energies on the ones that we know would be in a position to buy. We don't really believe that we can just create demand for somebody to spend $2,000 on new bikes for their families out of nowhere. We really want to find those customers who are kind of in that funnel, in that interest set already, and then really focus on them.

Episode Breakdown:

[02:34] Alchemy Unveiled: Simplifying Your Data SandBox

Connor explains how Priority Bicycles moved from tracking endless metrics to focusing on the essentials—purchases and interest.

[21:36] Nuggets to Campaign Gold: The Power of Simple Creative

After running complex campaigns, Connor found that the simplest message—one bold image and tagline—outperformed everything else. The takeaway: clarity wins.

[31:04] Gold Rush: Connor’s Bumper Sticker Advice

“Keep it simple.” In a world of dashboards and data overload, Connor argues that clarity is the true competitive advantage.

Links & Resources:

Connect with Kathryn: https://www.linkedin.com/in/kathrynturnoff/

Connect with Connor: https://www.linkedin.com/in/swegle/

Learn more about Priority Bicycles: https://www.prioritybicycles.com

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

Kathryn sits down with Jill Kellett, VP of Product & Marketing and Annie Yang, Senior Director of Data Science of Root Inc. to unpack how a smaller player competes with giants. The dive into ditching the idea of campaigns, leveraging deep telematics, and precision targeting.

Guest Quotes:
"Don't try to go head to head. If you know that you're in a saturated market and that everybody else is running Facebook ads, you're probably not gonna win, or you might win and it might be really cost prohibitive to win." - Jill

"We're not going to win on brand spend. We're not trying to target every customer or show an impression to every person in the U.S. We're much more about precision and discipline in our experimentation approach." - Annie

Episode Breakdown:
[04:20] Alchemy Unveiled
Telematics and predictive data: Root leverages information on driver safety from their app and from third parties, to predict LTV of customers and adjust their pricing models.

[23:06] From Nuggets to Campaign Gold
Scaling back can glean insights: If you have to turn off channels or partnerships, view it as an opportunity to expose which partners truly drove impact.

[31:14] Gold Rush!
Don’t play where you can’t win: if you’re a challenger, be strategic where and how you invest. You need to think differently.

Links & Resources

• Connect with Kathryn: LinkedIn
• Connect with Jill: LinkedIn
• Connect with Annie: LinkedIn
• Learn more about Root: joinroot.com

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In this episode, Kathryn speaks with Sue Beckett, SVP of Marketing & eCommerce at Lovesac. Sue shares insights into how Lovesac leverages first-party data, customer satisfaction surveys, and third-party data to make informed marketing decisions. She also discusses omnichannel strategies and handling attribution challenges.

Guest Quote:

• “It's not just using all parts of data that you have, it's actually what is the right data for what your end goal is? I think companies have just so much marketing data, but not all of it is relevant to what exactly you want to do. And I think in my past I have said to myself, okay, well, the data is just telling me this, so my gut might be telling me maybe that's not right, but let's just go with it. And there is a gut instinct to marketing and that's the art part of it. And I have made that mistake in my past.”

Episode Breakdown:

[02:15] Alchemy Unveiled

Negative customer feedback is an opportunity: Customers made Sue’s team aware that they didn’t have the information they needed after they completed their purchase. Sue’s team leveraged this to build a new website ecosystem that tripled customer account signups.

[18:09] From Nuggets to Campaign Gold

Virality can’t be the initial goal: While virality is amazing, it can be the starting aim of your campaign. Customers can detect inauthentic and off-brand marketing from a mile away, and the intentions have to be authentic from the start.

[23:16] Gold Rush!

Not all data is the right data: Consider your end goal and then determine the right metrics to watch. Don’t make the mistake of following the wrong metrics down a path that is aligned with the outcome you are working towards.

Links & Resources:

Connect with Kathryn

Connect with Sue

Learn more about Deluxe

Learn more about Lovesac

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