What does it really take to scale marketing across countries, cultures, and customer needs without losing what makes a brand feel human? In this episode of In other words, host Jason Hemingway is joined by Christina Bylin, Chief Marketing Officer at CarParts.com, to explore how modern CMOs balance brand-building, performance marketing, and purpose at scale.

At CarParts.com, Christina describes a shift from primarily lower-funnel focus toward a fuller approach that includes customer segmentation, brand strategy, and driving customer loyalty.

She shares how purpose and clarity help leaders choose what to prioritize, then adapt execution market by market through testing. The conversation also covers AI in marketing beyond productivity. Christina explains how CarParts.com is using an AI shopping assistant to reduce friction and improve support at scale, and why marketers still need to protect the human voice in creative and customer experience.

Christina Bylin is Chief Marketing Officer at CarParts, bringing extensive global marketing expertise from industry leaders, including Google, Twitter, Visa, and Procter & Gamble. Known for her ability to blend brand storytelling with measurable growth, she has led the transformation of carparts.com's $700 million ecommerce business by balancing purpose-driven strategy with performance marketing across multiple markets and customer segments.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.