What has been the most significant change in consumer behavior in the last 10 years, and how has it impacted the way you think about marketing and communications?
Everything is now mobile first. 10 years ago, the industry discussed “the year of mobile.” As a society, we went so far past that, that people are now using their phones for virtually every activity and transaction. This has driven a change in medium, format, strategy, platforms, where mobile comes first and everything else comes second.
What do you read, listen to, or watch to keep track of developing issues and consumer dynamics?
I mostly focus within the adtech space and read AdExchanger and Digiday. I also follow folks on LinkedIn who give good perspectives on the industry trends, and listen to some general interest podcasts like Plain English to understand the current market trends.
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Has there ever been an issue, trend or dynamic that you thought was going to be bigger than it turned out to be?
I think we’re currently in a moment where AI is at the forefront of the minds of people in the B2B space, but really is being forcefed into the consumer world. Every app has the little “AI stars” for recs and ideas, but I think AI in practice for everyday consumer use still has a long way to go. Most brands added AI because it was hot, not because customers were pining for it.
Can you give an example of a marketing or communications strategy from a different sector that inspired you at some point during your career?
Liquid Death Water. They took a boring vertical and turned it on its head. I actually turned my nose up at them for a while, but one time at a concert, I ordered a water and got a Liquid Death and truly enjoyed the experience of having a can and being part of the party without having to drink. I think they took the product itself and turned it into a compelling marketing case.
What has been the defining moment of your career, and why?
In 2018, I moved to Singapore for 1.5 years to oversee all APAC for Foursquare. Moving abroad opened my eyes to new people and perspectives, but also forced me to be creative and agile when developing a business execution with limited support and lots of ambiguity.
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Looking into the future, which fast-moving issues and and consumer dynamics will marketing and communications leaders need to be aware of?
Brands need to consider price. We’re watching prices, especially in food, continue to go upward, so people are forced to abandoned many beloved brands in favor of cheaper options. Additionally, with platforms like Temu and SHEIN flooding the market, there are an abundance of cheap, mediocre replacements. Brands need to be aware of how price factors into consumer decisioning and find the right balance of quality and cost.
What one piece of advice would you share to those starting their career in marketing and communications?
Everything is sales. Marketers who think from the perspective of a seller will be better at anticipating needs and also focusing on solving customer problems rather than touting a brand as a standalone entity. The best problem solvers are those who see problems from many different angles.
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