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Todd Abrams went from being nicknamed "Lumpy" to an IFBB pro men's physique competitor and co-founder and CEO of ICON Meals, a company that delivers healthy meals to thousands across the US.But ICON Meals is just the latest chapter in Todd's entrepreneurial journey. He's founded and successfully exited multiple companies, including Outdoor Solutions and Layer Technologies. From funeral home management software to cloud computing, Todd has consistently demonstrated his knack for identifying opportunities and building thriving businesses across various markets.In this episode, Todd reveals a consistent pattern of identifying needs, seizing opportunities, and adapting to change. He illustrates the power of solving problems you encounter firsthand, the importance of being agile in the face of challenges, and the potential of combining passion with smart business strategies. Todd's experiences, from tech to food, underscore a fundamental truth in entrepreneurship: success often lies in making people's lives easier or better.Here are some of the key topics from the episode:- Build Solutions from Your Own Needs- Pivot or Perish- Food as a Tool for Change- First Mover Advantage- Convenience is King
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Lauren Griswold’s resume spans from baseball diamonds to the halls of higher education.Currently, she serves as the Chief Communications and Marketing Officer for Boise State University. She joined them in 2019 as Associate Vice President for Creative Strategy and quickly rose through the ranks, taking on increasing responsibility for the university's communications and marketing efforts. But it's her diverse background – with stints at Arizona State University, Mt. Hood Community College, Edelman Public Relations, Microsoft, and even Major League Baseball – that make her career journey so interesting,In this episode, Lauren shares wisdom from her path. The central theme that emerges is the power of embracing the unexpected, taking risks, and staying true to your own definition of success. Lauren's story shows us how to build a fulfilling career on your own terms, even if it means coloring outside the lines.If you're looking for inspiration and actionable advice on your own path to a successful marketing career, this episode is for you.
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Hadley Spanier's career in the music industry spans interning at Sony Music to heading up Brand Marketing and Artist Relations at Yousician. So yeah, she's seen it all. And get this - her love for marketing started way back in middle school when she was geeking out over Gap's ad campaigns. Hadley was made for this.In this epsiode, David Jaffin and Hadley Spanier have a chat that is equal parts enlightening and entertaining. They dive into the nitty-gritty of the music business, from working with legends like Tony Bennett to partnering with icons like Metallica. But don't worry, this isn't some sugar-coated PR spiel. Hadley's not afraid to pull back the curtain on the less glamorous side of the industry.Here are some of the key topics covered: - The Human Side of the Music Industry- The Power of Relationship-Driven Marketing- Tech Meets Tradition: The Yousician Revolution- Creating Super Fans Through Interactive Experiences- Navigating Cultural Differences in Global Marketing
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Jennifer Schufer has dedicated nearly 30 years to steering marketing and communication strategies in higher education. As the Assistant Vice Chancellor for Marketing & Content Strategy at the University of Colorado Boulder, she leads cross-functional teams in developing student-centric content and campaigns that engage audiences at every stage of their university journey. In this episode, Jennifer takes us behind the scenes of her professional path, from humble beginnings as a temp to spearheading the celebrated "Be Boulder" brand initiative. Along the way, she shares insights on winning over key stakeholders with data, cutting through red tape to get things done, and the importance of nurturing rising talent.A central theme emerges in this conversation: the power of an entrepreneurial mindset to drive meaningful change within institutions. Time and again, from her early days at Cal Poly Pomona to her current role at CU Boulder, Jennifer has approached challenges as opportunities to innovate. She spots gaps in the status quo, builds compelling cases for new solutions, and deftly navigates organizational dynamics to bring her vision to life. Her experiences offer a whole lot of practical advice for any marketer looking to leave their mark in higher education - or any large, complex organization for that matter.If you're aiming to shake things up and make a real impact at your institution, this episode is well worth a listen. Here are a few key moments to listen for:[16:17] Building an ambassador program from the ground up at Cal Poly Pomona[20:05] Leveraging data to secure buy-in for new initiatives[25:36] Restructuring an admissions department to better support key objectives[33:22] Adapting marketing strategies to boost student retention rates
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Sarah Foley, Director of Brand Marketing at the University of Denver, has built her career at the intersection of creativity and strategic leadership. With a B.S. in Graphic Design from Syracuse University's renowned Newhouse School and an M.S. in Organizational Leadership from Regis University, Sarah brings a valuable blend of skills to her work in higher education marketing.
In this episode, Sarah shares candid insights from her journey, from her early days as a graphic designer to her current role at the University of Denver. She dives into the challenges and rewards of working in higher ed, offering her own fresh perspective on finding purpose, navigating complex politics, and embracing personal growth in a field that's all about making a difference in the lives of the next generation of leaders.
Sarah's no-BS approach to work and life is a breath of fresh air, and her commitment to authenticity and adaptability is something we can all learn from.
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From marketing NBA stars like Derrick Rose at Adidas to growing Overtime from a simple Instagram account into a sports media powerhouse with hundreds of millions of followers across their accounts, Tyler Rutstein has had quite the career. Now, as the Chief Brand Officer and Head of Commerce at Overtime, he's using his diverse experiences to completely redefine how Gen Z engages with sports content.In this episode of How The F**k Did You Get That Job?, Tyler takes us behind the scenes of Overtime's new-age approach to sports media. He shares insights on how the brand is challenging traditional notions of sports fandom, prioritizing authentic storytelling, and leveraging the power of social media to build a passionate community.Whether you're in the sports media space or intrigued by the meteoric rise of Overtime, this episode has tons of valuable lessons on engaging the next generation of sports fans.Here's what we covered: [07:35] Tyler's early days working on basketball marketing at Reebok/Adidas [24:05] Joining Overtime in its infancy and growing the brand [29:48] How Overtime differentiates its content to appeal to Gen Z [34:04] Building a strong brand identity and community around Overtime [35:22] Partnering with athletes to co-create engaging content [31:13] Experimenting with new content formats and platforms like TikTok [37:58] What's next for Tyler and Overtime
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Nicholas Reichenbach, founder and CEO of Flow Alkaline Spring Water, has a knack for spotting industry-shifting opportunities. His career spans from pioneering ringtone publishing to launching BlackBerry's app store, culminating in his current venture disrupting the beverage industry.In our chat, Nicholas offers a ton of practical advice for building brands. He emphasizes things that have been effective for his businesses like the value of expert publicists and the importance of learning from specialists in their fields, which you can read more about below. Beyond just strategy, Nicholas shares his entrepreneurial philosophy, giving us an inside look at the thinking behind his successes. He brings a unique perspective for aspiring business leaders, serving as a case study for the realities of creating and growing companies that push boundaries.
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If you're looking to know what it takes to build a kick-ass career in marketing, you need to meet Timm Baldwin. This guy has been around the block, from his early days writing copy for radio ads to his current gig as the Associate Vice President of Marketing and Brand Strategy at Towson University. Along the way, he's racked up experience in everything from nonprofit marketing to higher ed branding. If there's a marketing challenge, Timm has probably tackled it head-on.As Timm and I dug into his career journey, one thing became crystal clear: this is a guy who knows how to roll with the punches and turn every curveball into a home run. From his childhood spent hopping around the globe to his zigzagging path through the marketing world, Timm has mastered the art of using his diverse experiences and nuanced insights to create success, no matter where he is or what’s asked of him.
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From studying the works of Walt Whitman to crunching numbers at ESPN, Ben Checketts’ diverse background in English literature and sports marketing gives him a unique perspective on building brands that stand out. As the Creative Director and Co-Founder of Rhone, he is shaking up the activewear space with his approach and steeping the brand in the cause for Men’s mental health.On this week's How The F**k Did You Get That Job?, Ben takes us on a ride through the creation of Rhone. He shares the lightbulb moment that sparked the idea, the challenges of turning that vision into a reality, and the bold moves that have set Rhone apart in a sea of activewear brands.
Here's what we cover:
- [05:51] The lightbulb moment behind launching Rhone - [09:33] Turning an idea into a fully realized brand - [12:04] Aligning Rhone with the cause of mental health - [15:39] Making men's mental wellness a core part of the brand - [23:14] Scrappy marketing moves in the early days [29:56] The decision to expand into women's activewear - [34:28] What's next for Ben and Rhone
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On this week's episode of How The F*** Did You Get That Job, we've got Heidi Meyers, the mind behind AMC Networks' standout brand strategy and e-commerce. Heidi’s journey into marketing is far from your typical corporate climb. She started out exploring the depths of the human mind as a neuroscience researcher, trying to unravel the mysteries of what makes people tick. Turns out, that's the key to crafting killer marketing campaigns - understanding the complex, often subconscious desires that drive us all.Now, Heidi's bringing her unique blend of scientific rigor and creative inspiration to the world of TV and streaming, dreaming up campaigns that'll make you see entertainment in a whole new light. In a landscape where every brand is screaming for a piece of your attention, Heidi and her team at AMC are taking a different approach. They're diving deep into the minds and hearts of their fans, creating immersive experiences that blur the line between fiction and reality. And they're not afraid to let the data lead the way - Heidi's like a detective, uncovering hidden insights and patterns that most marketers would miss.So if you're ready to have your assumptions challenged and your idea of what's possible in marketing expanded, get ready for a fascinating conversation.
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On this week's episode of How The F*** Did You Get That Job, I sat down with Nate Jorgensen, a guy whose career journey has been filled with all sorts of ups and downs and twists and turns. From his early days as a sports information director at Defiance College to his current role as Senior Director of Academic Marketing and Communications at Miami University, Nate's path is a prime example of embracing the unexpected and turning challenges into opportunities.In this conversation, Nate and I took an honest look at what it takes to build a fulfilling career in a field where the only constant is change. As he shared his journey, it became clear that his success isn't only a result of his impressive skills or his willingness to work hard - it's a testament to his ability to stay true to himself, to lean into his unique experiences, and to find the lesson in every turn.
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This week we're presenting a conversation with Louis Monoyudis, CMO at Bokksu, a company that's basically a penpal who sends you Japanese snacks instead of letters. Louis has been around the block - Harvard folklore degree, fashion stints at Calvin Klein and Tommy Hilfiger, and more startups than you can count.During this chat, Louis shared a whole lot: Including how his unorthodox background in folklore and mythology actually laid the foundation for his marketing prowess, the challenges of being a CMO in the startup world, and why building a diverse and inclusive team is crucial for success. Louis' insights are a crash course in out-of-the-box thinking and nurturing a culture where everyone can thrive.
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Elias Martinez, AVP for University Marketing at Texas State University, recently sat down with me on How The F** Did You Get That Job*. Elias gave us the real story of his wild ride from the middle of nowhere in New Mexico to the big time in higher ed marketing.
Elias' insights couldn't have come at a better time for higher ed marketers. The game is getting tougher, and students are getting pickier about where they want to spend their college years (and money). In a world where everyone's craving authenticity and relatability, Elias' approach to storytelling and brand-building is a masterclass in how universities can stand out from the crowd and actually connect with young people.
He makes it crystal clear that marketing isn't just about selling a product – it's about promoting opportunities and making a real difference. Elias is challenging higher ed marketers to take a long, hard look at what they're doing and how they can do it better. He's pushing them to think outside the box and get creative with their strategies – not just to boost enrollment numbers, but to create brands that actually mean something to students and society as a whole.
So if you're in higher ed marketing and you're not paying attention to what Elias has to say, you're missing out on some serious wisdom. This is your sign to start keeping it real, telling better stories, and making a real impact with your work. Because at the end of the day, that's what it's all about – not just selling a degree, but changing lives and making the world a little bit better, one student at a time.
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In the world of business, it's easy to assume that being the market leader is the ultimate goal. After all, who wouldn't want to dominate their industry and enjoy the spoils of success? But there's a compelling case to be made for the advantages of being a challenger brand - a company that may not be the top dog, but is hungry, agile, and ready to shake things up.
As Marissa Solis, SVP of Global Brand and Consumer Marketing for the NFL, puts it, "If you can combine both the swagger and the hunger, I think you get a perfect marketer." In other words, while market leaders may have the confidence that comes with their position, challenger brands have the drive and adaptability that can propel them to new heights.
In this episode, we'll explore the benefits of embracing the challenger mindset, from avoiding the pitfalls of complacency to connecting with underserved markets. We'll also examine real-world examples of companies that have leveraged their underdog status to achieve remarkable success. So buckle up and get ready to root for the underdogs.
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On the latest episode of "How The Fuck Did You Get That Job", we sat down with Heidi Anderson, a trailblazer who's gone from a small Danish town to the upper echelons of Silicon Valley. As the current CMO and CRO at Nextdoor, Heidi's journey includes impressive roles at Google and LinkedIn, where she played a vital part in driving these tech giants to new heights.
Heidi grew up in a tight-knit Danish community of just 100 people. But her curiosity and love for reading sparked dreams of exploring the world. Her path took her from the University of Southern Denmark to a life-changing gap year traveling the U.S., igniting a passion for the fast-paced, innovative spirit of Silicon Valley.
In this episode, Heidi discussed the ups and downs of navigating the tech world as an immigrant and a woman in leadership. She offered valuable advice for aspiring leaders, emphasizing the importance of building strong relationships, staying resilient, and constantly growing. Heidi's story is one of embracing opportunity, pushing beyond comfort zones, and harnessing the power of community to drive positive change.
You can also watch this conversation on Youtube.
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Picture this: you're a hotshot marketer, ready to take on the world. But you're faced with a tough choice — should you be a jack-of-all-trades or a master of one? It's the age-old debate between being a generalist or a specialist.To help us navigate this tricky terrain, we brought in Charlotte Mostaed, the CMO of Health-Ade Kombucha. Charlotte's got a multidisciplinary background in development studies, which has shaped her unique approach to marketing. She calls it "very general management focused." Basically, she's a boss at seeing the big picture.As Charlotte puts it, "This ability to do a very multidisciplinary major really, really spoke to me. And I would say that that's how I've now approached marketing and my brand of marketing, which is very general management focused." Her experience shows just how valuable a generalist mindset can be in marketing. But before we crown generalists the winners, we’re going to break down the merits of being a stone cold specialist in certain fields.In this article, we'll dive into the pros and cons of being a generalist or specialist in marketing, look at some real-world examples of successful marketers from both sides, and give you some actionable advice to help you navigate this complex landscape.
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Picture this: you're a marketing mastermind, perched atop your throne of brilliant ideas, ready to take on the world. But wait, what's that sound? It's the drumbeat of artificial intelligence, marching steadily toward your kingdom. Do you cower in fear, clutching your trusty whiteboard marker? Or do embrace your new robot overlords and use AI as your secret weapon in the battle for marketing supremacy?As Sophie Kelly, SVP of Global Tequila at Diageo, aptly put it, "Gone are the days of sitting in a room trying to think of all the possible ideas." The AI revolution is upon us, and it's not just a passing fad – it's a seismic shift in how we approach marketing. With AI tools readily accessible, we're no longer limited by the boundaries of our own imagination. We can feed the machine a few prompts and watch as it spits out a smorgasbord of ideas, each more tantalizing than the last.But here's the catch: having a vast array of options is only half the battle. The real challenge lies in navigating this sea of possibilities to uncover the true gems – the ideas that will resonate with your audience, drive engagement, and propel your brand to new heights. And that, my friends, is where the importance of creativity and fearlessness comes into play.
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In our insanely overstimulated and infinite world of social media, trying to communicate your brand’s message loudly to multiple generations simultaneously is like trying to juggle flaming chainsaws while riding a unicycle on a tightrope.As consumer decision-making becomes more collaborative and family-oriented, marketers must channel their inner circus performer and adapt their strategies to appeal to a diverse range of age groups. Each generation comes with its own quirks, preferences, and communication styles.The higher education sector is a perfect case study for this multigenerational marketing clusterf**k. As Gabriel Welsch, VP of Marketing and Communications at Duquesne University shared on the podcast this week, "In 90% of cases, the parents are a huge part of the decision, and increasingly the grandparents, because for millennial parents, whose kids are now growing and starting to look at college, the grandparents often were the caretakers. So they're very invested in their success as well." It's like a family reunion, but instead of arguing about who makes the best potato salad, they're debating which college has the most impressive dining hall.Below, we'll dive headfirst into the challenge of multigenerational marketing, using insights from the higher education sector and time spent talking with Garbiel Welsch as our guide. We'll explore each generation's unique characteristics and preferences, uncover best practices for crafting cohesive brand messages that resonate with audiences across the age spectrum, and equip you with the tools and knowledge needed to become a marketing superhero.
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In this super fun, super insightful interview (which we did on a yacht!?), we sat down with Olivia Donnan, VP of Branding Communications at YOTEL, to dive into her career journey and philosophies about how to stand out and build a world-class global brand in hospitality. From her early dreams of becoming an actress to navigating the multicultural nuances of international business, Olivia shares the lessons, challenges, and wins that have shaped her path. Like many of our guests on “How the F**k Did You Get That Job?”, Olivia’s education and career path are completely unrelated, and she gives practical advice for those starting out in their career and anxious make their mark early (hint: be patient!).One of our favorite parts of this interview as the candid look at what it takes to build and maintain a strong brand in the uber competitive world of hospitality, and how to maintain that brand’s consistency across continents. A great lesson for any budding global marketing executive.
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In this fascinating interview we cover:- Embracing New Platforms for Engagement: At NYC FC, Lauren harnessed the power of new platforms like TikTok for influencer marketing, highlighting the need to adapt to changing media landscapes for brand visibility and engagement.- Innovation in Agency Partnerships: Lauren discussed the evolving dynamics between brands and agencies, stressing the importance of creativity, commitment, and deep brand understanding in successful partnerships.- The Importance of Integrated Marketing: Lauren's diverse experiences taught her about taking an integrated marketing approach, where balancing various strategies effectively addresses different business challenges.- Data-Driven Creativity: She advocates for a balance between creativity and data in marketing, emphasizing that both are crucial for crafting engaging campaigns and resonating with audiences.- Future Trends in Marketing: Lauren predicts a future where marketing will be heavily influenced by the integration of new media and technology, focusing on creating personalized and engaging experiences for customers with things like AR & VR.In the disorientingly fast-changing world of marketing, it’s extremely important to make sure that you are creating a feedback loop between data and creativity. Marketing is the blend of art and science, and few people understand this as well as this week’s podcast guest, Lauren Scrima.Lauren is the VP of Marketing at NYC FC. Her transition from studying political science to running multi-platform brand marketing departments symbolizes the necessity for marketers to be agile, adaptable, and continuously learning. Adaptability is particularly critical as this field is ever-evolving, the engagement platforms rise and fall and consumer engagement paradigms shift almost daily. “How are we different?” is a question that must be asked and realized on a daily basis.Lauren started her career at the prestigious New Yorker Magazine as a sales associate before jumping over the brand side at Dr. Pepper Snapple, and later, the alcohol behemoth AB InBev. Each step in her journey gave her unique insights — from grappling with the emotional connections essential in marketing to the significance of data-driven strategies in sculpting compelling, unique brand narratives.Today Lauren is at NYC FC, and has been tasked with elevating the fledgling soccer brand in the highly competitive US sports market. She went gung-ho into influencer marketing and platforms like TikTok, underscoring her ability to adapt to new mediums and strategies. Her time at NYC FC has showcased her penchant for keeping creativity in marketing, while balancing it with an acute awareness of data to inform decision-making, resonate with audiences, and drive impactful brand engagement.
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