Analyze your brand messaging for free at www.jacquard.com The marketing job hasn't just changed; it's expanded into something much bigger. In this episode of The Array by Jacquard, Toby Coulthard and Jasper Pye sit down with Kevin L. Miller, former CMO of The Fresh Market and Grocery Outlet, to explore the evolution of marketing leadership and what he calls “CMO 3.0.” Kevin shares why modern marketers need to look beyond brand building and campaign metrics, how AI can support better decision-making without replacing human judgment, and why the leaders who thrive today are the ones who understand the entire business, from technology and finance to customer experience and human behavior.

Analyze your brand messaging for free at www.jacquard.com AI is changing how marketers create content, test campaigns, and scale creative production. But as producing more content becomes easier, how do brands protect the identity that makes them recognizable? In this episode of The Array by Jacquard, Toby and Jasper sit down with William Doornekamp, Global Marketing Manager at REV'IT! Sport International, to explore how AI is changing creative marketing. William shares how his team uses synthetic data to guide paid media decisions, why authentic brand storytelling still needs human creativity, and how AI is opening up new possibilities for smaller businesses without the resources to hire an entire studio or agency.

Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper speak with Doug Zarkin, CMO at Take 5, bestselling author, and TEDx speaker, about what it takes to build brands that earn customer trust and drive lasting growth.Across a career spanning Avon, Victoria's Secret PINK, Pearle Vision, and Take 5, Doug has learned that effective marketing starts with understanding people, not just measuring them. He shares why his experience selling Avon door-to-door and working on the frontline shaped his approach to brand strategy, and why marketing without operational excellence is just stuff.This conversation explores how marketers can use AI without losing the human touch. Doug sees AI as a powerful tool for research, idea generation, and exploring possibilities, but warns against treating it as a substitute for curiosity, judgment, or human connection. He also explains why tracking endless metrics can lead to analysis paralysis, and why trust, reputation, and customer sentiment matter alongside sales and lifetime value.From anticipating customer needs to empowering frontline teams, Doug makes the case for designing experiences that build relationships beyond a single transaction. Ultimately, the goal isn't simply to get customers to choose your brand once. It's to give them a reason to choose you again.What You’ll Learn:Why human connection and trusted recommendations remain powerful drivers of brand growthWhy more customer data doesn't always lead to better insightsHow to use AI to fuel curiosity, explore ideas, and improve execution without replacing human judgmentWhy customer service should strengthen relationships instead of simply resolving problemsHow trust, reputation, and customer sentiment reveal the health of a brandWhy marketers should focus on the metrics that directly influence business performanceHow to recognize when customers are quietly losing faith in your brandWhy successful transformation requires more than agreement, it requires genuine commitmentDoug Zarkin is the Chief Marketing Officer at Take 5 Oil Change, part of Driven Brands, and a brand transformation leader, bestselling author, and TEDx speaker. His career spans agency leadership and senior operating roles across beauty, fashion, retail, healthcare, wellness, and automotive services.Doug helped build Avon’s mark. brand to $118 million in 18 months, scale Victoria’s Secret PINK to $400 million, and grow Pearle Vision’s franchise business from $500 million to approximately $1 billion. At Take 5, he has led marketing transformation across brand strategy, customer experience, CRM, media, analytics, and omnichannel marketing.Through his book Moving Your Brand Out of the Friend Zone and his “Thinking Human” philosophy, Doug champions a customer-first approach that connects brand strategy, frontline execution, trust, and commercial performance. 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.Episode Resources:Doug Zarkin on LinkedInDriven Brands Inc. Website

Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper chat with Rachel Kamel, Director of CRM at Zwift and a growth marketing leader with experience across B2B, gaming, entertainment, and fitness. Together, they explore what it really takes to keep customers engaged when marketers have more tools, more data, and increasingly powerful AI at their disposal.Rachel explains how different industries have shaped her approach to retention, from the annual cycles of B2B to the constant engagement demanded by gaming and fitness. This conversation then turns to AI and CRM. Rachel sees the biggest opportunity in automating repetitive work and giving marketers more time for strategy, analysis, and creative thinking. But she warns against assuming that because teams can produce twice as many campaigns, they should. More messages can create customer fatigue, and AI can make it easier to automate the wrong things at scale.Rachel also shares a smarter approach to experimentation: instead of testing isolated creative variations, marketers should look for repeatable insights that can influence future campaigns. Finally, she explains why the numbers behind funnels, retention, and performance ultimately connect back to something more human: creating a better customer experience. For her, the most rewarding marketing work is work that makes people's lives better.What You’ll Learn:How CRM strategies differ across B2B, gaming, entertainment, and fitnessHow AI can remove repetitive work without removing human judgmentWhy scaling campaigns doesn't necessarily mean scaling valueHow customer fatigue can change the way you approach automationHow to build experiments that generate reusable marketing insightsWhy audience context should shape your messaging and creativeWhen humor and insider language can strengthen or hurt engagementHow to personalize CRM strategies around customer behavior and motivationWhy better funnels and retention ultimately start with better customer experiencesRachel Kamel is Director of CRM at Zwift, where she leads customer relationship marketing for a fitness platform built at the intersection of sport, technology, and gaming.A growth marketing leader with experience across B2B, gaming, entertainment, and fitness, Rachel specializes in building and refining customer journeys across acquisition, onboarding, retention, churn prevention, and winback. She is also passionate about making cycling more accessible and using marketing to help people have better experiences with the products they use.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.Episode Resources:Rachel Kamel on LinkedInZwift Website

Analyze your brand messaging for free at ⁠www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper chat with Marina Vogt, Head of CRM at loveholidays, to explore how CRM can evolve from a campaign-led function into a strategic driver of commercial growth.Drawing on her experience leading large-scale CRM transformation at loveholidays, Marina explains what it takes to build lifecycle programmes around the customer journey rather than simply sending more campaigns. From trigger-based journeys and segmentation to experimentation and personalization, she explores how CRM teams can create more relevant customer experiences while delivering measurable commercial outcomes.This conversation also examines the importance of experimentation in modern CRM. Instead of relying on assumptions about what customers want, teams can use structured testing and incrementality frameworks to understand what actually drives additional conversion, engagement, and retention. This creates a more disciplined approach to customer marketing and helps teams separate correlation from genuine commercial impact.Toby, Jasper, and Marina also discuss the challenges of scaling CRM across markets and building the technology, processes, and cross-functional relationships needed to support meaningful personalization. This episode offers a practical perspective for CRM, marketing, and growth leaders looking to build customer engagement capabilities that scale, generate incremental growth, and become an integral part of the wider commercial strategy.What You’ll Learn:Why lifecycle marketing should be built around customer behavior and intent rather than generic campaign calendarsHow trigger-based journeys can create more relevant and timely customer experiencesThe role of experimentation and incrementality testing in identifying genuine CRM-driven growthHow segmentation and personalization can improve conversion, retention, and customer engagementWhy CRM transformation requires close collaboration between marketing, product, engineering, and data teamsHow to build CRM operating models that can scale as businesses enter new marketsWhy practical execution and measurable impact should remain at the center of modern CRM strategyMarina Vogt is Head of CRM at loveholidays, where she leads the transformation of CRM from a generic, campaign-led function into a strategic, lifecycle-driven growth channel.At loveholidays, Marina has led large-scale CRM transformation across strategy, technology, experimentation, and lifecycle journeys, partnering closely with product and engineering teams to enable more meaningful personalization. Her work has helped connect CRM more closely to measurable business outcomes across conversion, retention, sessions, and bookings.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.Episode Resources:Marina Vogt on LinkedInLove Holidays Website

Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper chat with Ingrid Sierra, Brand & Marketing Director at Zego and a global marketing leader with more than 20 years of experience across fintech, insurtech, loyalty, telecom, and retail. Together, they explore what happens when marketing moves beyond rapid AI experimentation and starts thinking more intentionally about where the technology can create meaningful impact.Ingrid explains why the first wave of AI adoption was about giving teams permission to experiment, build fluency, and get comfortable with new tools. But once everyone starts using AI, experimentation alone is no longer enough. The next step is identifying the biggest problems within the marketing function, building around those pain points, and measuring whether the resulting solutions actually deliver value. Her guiding principle is simple: just because something can be done with AI doesn't mean it should be.This conversation also looks at how AI is changing the way marketing teams work. Ingrid discusses how tools such as AI agents, MCP, and connected systems can remove traditional handoffs and give marketers the ability to execute tasks that previously required other teams. At the same time, she argues that strong subject-matter expertise is becoming even more valuable because marketers need enough judgment to assess, improve, and guide AI-generated work.Toby, Jasper, and Ingrid also explore what this means for hiring and developing marketing talent. Curiosity, continuous learning, and adaptability are becoming critical qualities in a profession where the tools and channels keep changing. Yet Ingrid argues that the customer remains the constant. The episode offers a practical look at the changing role of AI in marketing and what leaders need to rethink as AI becomes less of an experiment and more of an everyday part of the team.What You’ll Learn:How marketing teams can move from rapid AI adoption to more intentional implementationWhy marketers should first identify their biggest problems before choosing AI solutionsHow to evaluate whether an AI initiative is actually creating business valueWhy “because we can” is not always a good enough reason to use AIHow AI agents and connected tools are changing traditional marketing workflowsWhy deep subject-matter expertise becomes more valuable when working with AIThe role of curiosity, mindset, and continuous learning in modern marketing careersHow marketing teams and roles may evolve as AI takes on more executionWhy strong customer relationships remain essential even as marketing technology changesIngrid Sierra is Brand & Marketing Director at Zego, focused on shaping the future of insurance marketing through AI and real-time technology.A French-British marketing leader with 20+ years of experience, she has held senior roles across fintech, insurtech, telecom, loyalty technology, and retail, building global teams and leading product marketing, brand, digital, customer experience, and go-to-market strategies.She has been recognised among the Top 30 Most Influential Fintech Marketers in 2026 and Top 100 UK Marketing Influencers in 2025, and is a mentor and advisor to the next generation of marketing talent.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.Episode Highlights and YouTube Chapters:00:00:00 Intro00:06:02 Why Insurance Is So Difficult To Market00:09:58 Moving From Rapid AI Adoption To Intentional AI Adoption00:14:36 How AI Is Blurring The Lines Between Marketing And Engineering00:18:54 Why AI Makes Marketing Expertise More Valuable00:22:30 What Makes A Great Marketer In The AI Era 00:25:22 Career Challenges, AI and Plans For 2027Episode Resources:Ingrid Sierra on LinkedInZego Website

Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper sit down with Kacy Roseberry, Senior Vice President of Marketing at Hornblower Group, to explore what it takes to connect brand, customer experience, technology, and commercial strategy in an increasingly AI-driven world.Drawing on more than two decades of experience across hospitality, travel, and global brand leadership, Kacy explains why the strongest marketing organizations start with a clear understanding of the business, the customer, and the opportunity rather than jumping straight into technology. For Kacy, AI is most valuable when it strengthens an existing growth strategy and helps organizations make better decisions, move faster, and create more connected customer experiences.This conversation explores how marketing leaders can bridge the gap between brand strategy and business performance, using customer insight, data, digital commerce, lifecycle marketing, and personalization to drive measurable growth. Toby, Jasper, and Kacy also discuss the evolving role of the CMO, the importance of aligning teams around a shared commercial vision, and why successful transformation requires more than new technology. This episode offers a practical perspective for marketing and commercial leaders looking to use AI and digital transformation to build stronger brands, improve customer experiences, and create sustainable enterprise growth.What You’ll Learn:Why AI should support a clear business and growth strategy rather than become a strategy itselfHow CMOs can connect brand building with measurable commercial performanceThe role of customer insight in identifying new growth opportunitiesHow AI, data, and MarTech can transform customer experiences and digital commerceWhy personalization and lifecycle marketing are becoming critical commercial capabilitiesHow global brands can balance consistency with customer and market relevanceWhat it takes to lead enterprise transformation across complex, matrixed organizationsHow marketing leaders can build stronger partnerships across commercial and business functionsWhy human judgment remains essential as AI becomes more deeply embedded in marketingKacy Roseberry is Senior Vice President of Marketing at Hornblower Group, where she leads brand, growth, customer experience, digital transformation, and commercial strategy. With more than 20 years of experience, she has helped shape some of the world's most recognized hospitality brands and destinations, including Holiday Inn, InterContinental, Kimpton, the Statue of Liberty, Ellis Island, Angel Island, and Alcatraz.At Hornblower Group, Kacy has spearheaded digital and AI transformation across customer-facing channels serving more than 20 million passengers annually, while leading a cross-functional team of more than 100 professionals. Her leadership focuses on turning complex business challenges into clear growth strategies and building the capabilities required to execute them at scale.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.Episode Highlights and YouTube Chapters:[00:00:00] Intro[00:07:48] How Discovery Shapes Brand Love[00:10:19] Connecting Brand Strategy To Measurable Growth[00:15:33] Why AI Personalization Still Needs Human Oversight[00:20:52] The Challenge Of Personalizing Content At Scale[00:24:06] How AEO Is Changing Brand Discovery[00:33:32] What Agentic Commerce Could Mean For Marketers[00:37:54] Why Human Experiences Still Matter Most Episode Resources:Kacy Roseberry on LinkedInHornblower Group Website

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Victoria B. Lozano, former Chief Marketing Officer at Crayola, to explore what it really takes to turn marketing from a campaign function into a driver of enterprise-wide growth.Drawing on extensive leadership experience across Crayola, Cadbury, and The Clorox Company, Victoria explains why marketers should start with business strategy and a clear growth thesis before investing in AI. Rather than treating AI as a standalone strategy, she argues that technology should be used to solve specific business challenges, accelerate growth, and improve the way organizations operate.Toby, Jasper, and Victoria also examine how AI can shorten the distance between customer signals and strategic action. By synthesizing social listening, customer feedback, and market data, AI can help marketers identify emerging needs and opportunities faster but human judgment remains essential for determining what those signals actually mean and where the business should go next.This episode offers a practical guide for CMOs and marketing leaders looking to move beyond campaign execution and use AI as an enabler of meaningful commercial growth.What You’ll Learn:How to develop a growth thesis before deciding where and how to deploy AIHow AI can accelerate the journey from customer signals to actionable strategic insightsThe brand governance framework for balancing global consistency with local market relevanceHow to use AI to make brand knowledge more accessible while protecting essential brand elementsWhy local teams need freedom to customize, test, and respond to market-specific opportunitiesHow marketing leaders can build stronger partnerships across sales, finance, operations, and other functionsWhy human judgment and business clarity remain critical as AI takes on more marketing tasksHow aspiring CMOs can prepare for an AI-driven future by identifying what is preventing their organization from capturing growthVictoria B. Lozano is a former Chief Marketing Officer and EVP at Crayola, where she led global brand, marketing, education, partnerships, digital content, and experiential businesses while overseeing new growth platforms with full P&L responsibility.A Forbes 50 Entrepreneurial CMO and Fast Company CMO of the Year, Victoria has built brands and businesses across CPG, experiential, retail, media, and entertainment. Her career includes leadership roles at iconic companies including Crayola, Cadbury, and The Clorox Company, as well as experience building new ventures from the ground up.At Crayola, Victoria helped reposition the company from a traditional arts-and-crafts brand into a broader platform centered on creativity, learning, and experiences. She drove new go-to-market models and revenue streams while modernizing capabilities, strengthening teams, and aligning cross-functional organizations around long-term growth.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.Episode Highlights and YouTube Chapters:00:00:00 Intro00:02:18 What Marketing Data Reveals About Colour And Engagement00:10:07 How Brand Strategy Can Unlock New Growth00:13:19 What Separates AI Transformation From AI Adoption00:16:11 Where Companies Should Start With AI00:18:12 Using AI To Balance Global Consistency And Local Relevance00:22:02 How AI Can Shorten The Distance From Signal To Strategy Episode Resources:Victoria B. Lozano on LinkedInCrayola  Website

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Nic Brandenberger, Chief Marketing Officer at Mammut Sports Group, to explore why the future of marketing depends on understanding people, rather than focusing entirely on data collection.Drawing on more than two decades of experience leading marketing at organizations including Procter & Gamble, eBay, Fandom, and Mammut, Nic explains why technology should amplify human creativity rather than replace it. This conversation explores why marketers must avoid assuming they are their own customers, how curiosity and experimentation uncover insights that dashboards alone cannot, and why asking "why" repeatedly often reveals opportunities hidden beneath surface-level metrics. Toby, Jasper, and Nic also discuss the evolution of lifecycle marketing from transactional campaigns to long-term relationship building. From repair services and customer care to loyalty and product longevity, they examine how brands can create meaningful experiences that extend well beyond the initial purchase.This episode offers a practical playbook for marketers looking to balance data with empathy, innovation with heritage, and AI with the uniquely human skills that continue to define exceptional marketing.What You’ll Learn:Why understanding human behavior matters more than collecting more marketing dataHow to avoid the common mistake of assuming you are your own customerWhy asking "why" repeatedly leads to stronger consumer insights than simply reporting metricsHow experimentation creates competitive advantage in modern marketing organizationsThe framework for turning lifecycle marketing into long-term relationship marketingHow repair services, product longevity, and customer care strengthen long-term brand loyaltyThe role AI should play in eliminating administrative work while preserving human creativityWhy emotional insight and commercial execution are most powerful when they work togetherHow marketers can balance short-term performance with long-term brand buildingNic Brandenberger is Chief Marketing Officer at Mammut Sports Group, where he leads global brand and business growth for one of the world's most respected outdoor brands. With more than 20 years of experience, Nic has held senior marketing leadership roles at Procter & Gamble, eBay, Fandom, and DDB, helping organizations build brands, accelerate growth, and drive customer engagement at global scale.Nic’s expertise spans brand strategy, lifecycle marketing, customer experience, experimentation, ecommerce, media optimization, and organizational capability building.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.Episode Resources:Nic Brandenberger on LinkedInMammut Sports Group AG  Website

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Katherine Melchior Ray, global marketing executive and lecturer at UC Berkeley Haas School of Business, to explore the challenges and opportunities of building brands across cultures in an increasingly AI-driven world.Drawing on more than 25 years of experience leading marketing and brand strategy for global organizations including Louis Vuitton, Shiseido, Nike, Gucci, Hyatt, and Babbel, Katherine explains why successful international growth requires far more than translating campaigns from one language to another. The most effective brands understand how to adapt meaning, experiences, and messaging to local cultural realities while maintaining a consistent global identity.This conversation explores the tension between heritage and innovation, consistency and customization, and how the world's strongest brands embrace these opposing forces rather than choosing between them. Katherine introduces practical frameworks for balancing global brand equity with local market relevance and explains why curiosity, cultural immersion, and human judgment remain essential even as AI becomes increasingly embedded in marketing workflows.Katherine also discusses the growing role of AI in content creation and personalization, highlighting where AI can accelerate execution and where it still depends on human expertise to provide cultural context, creative taste, and strategic direction. This episode is a practical guide for marketers, executives, and business leaders seeking to expand internationally while maintaining authentic connections with consumers across diverse markets and cultures.What You’ll Learn:- Why cultural intelligence is becoming a critical competitive advantage for global brands- The difference between translating language and translating meaning across markets- The "Brand Fulcrum" framework for managing the tension between heritage and innovation- How ethnographic research and local immersion uncover insights that data alone cannot reveal- Why creative taste and marketing judgment are built through experience, not algorithms- The risks of AI-generated brand homogeneity and how to avoid it- How leading brands adapt products, messaging, and experiences without diluting their identity- How marketers can leverage cultural differences as a source of innovation and growth- The role human expertise will continue to play as AI becomes more integrated into marketing workflowsKatherine Melchior Ray is a global marketing executive, consultant, author, speaker, and lecturer at UC Berkeley’s Haas School of Business. With more than 25 years of international leadership experience, she has helped some of the world's most recognizable brands, including Louis Vuitton, Shiseido, Nike, Gucci, Hyatt, and Babbel, build meaningful connections with consumers across North America, Europe, and Asia.Having served as Chief Marketing Officer for both Shiseido in Tokyo and Babbel in Berlin, Katherine specializes in global brand strategy, cultural intelligence, international expansion, digital transformation, and cross-cultural leadership. She is also the co-author of Brand Global, Adapt Local: How to Build Brand Value Across Cultures, a practical guide to international brand building that draws on real-world case studies from leading global organizations. 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 [https://www.fame.so/follow-rate-review].Episode Resources:Katherine Melchior Ray LinkedIn [https://www.linkedin.com/in/katherinemelchiorray/]UC Berkeley's Haas School of Business Website [http://haas.berkeley.edu/]

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Lynn Teo, globally experienced CMO, Chief Experience Officer, and digital transformation leader, to explore what truly separates modern marketing organizations from those simply adopting the latest tools.Drawing on nearly three decades of experience leading global marketing, customer experience, and digital transformation initiatives, Lynn explains why marketing leaders must move beyond the outdated distinction between brand and performance marketing. Instead, she argues that all marketing should be accountable to business outcomes, supported by organizations that are culturally and operationally prepared to embrace change.This conversation explores the growing importance of transforming raw data into actionable insights, highlighting why being data-rich is not the same as being insight-rich. Lynn shares practical frameworks for creating a single source of truth across global teams, uncovering region-specific customer behaviors, and using collaborative interpretation to turn analytics into strategic action.Toby, Jasper, and Lynn also discuss how AI and agentic technologies are reshaping marketing organizations. As automation increasingly handles campaign execution and content production, marketers will need to develop stronger capabilities in orchestration, analytics, customer understanding, and strategic decision-making. This episode is a valuable guide for leaders seeking to build high-performing marketing organizations that combine creativity, technology, data, and customer-centric thinking to drive measurable business growth.What You’ll Learn:Why organizational readiness is often more important than technology when driving marketing transformationHow to reject the false divide between brand marketing and performance marketingThe difference between being data-rich and insight-rich and why it mattersHow to build a single source of truth that enables better customer understanding across global marketsWhy regional customer behaviors require localized marketing strategies despite global brand consistencyHow specific emotional triggers and language choices can dramatically impact engagement performanceThe role of cross-functional collaboration in transforming data into actionable business insightsHow AI and agentic systems are reshaping marketing team structures and capabilitiesHow modern marketing organizations can balance creative excellence with measurable business outcomesLynn Teo is a globally experienced Chief Marketing Officer, Chief Experience Officer, and digital transformation leader with nearly three decades of experience leading complex, matrixed organizations across North America, Europe, Asia-Pacific, and Australia/New Zealand.Throughout her career, Lynn has helped organizations modernize their marketing capabilities by building performance marketing functions, predictive analytics programs, customer experience strategies, demand generation engines, and full-funnel growth initiatives. Her expertise spans industries including advertising, publishing, education, retail, financial services, travel, healthcare, and technology.Lynn specializes in helping businesses combine creativity, data, technology, and operational excellence to drive growth. She has led large global teams, developed customer-centric transformation strategies, and built collaborative cultures that enable innovation while delivering measurable business impact.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.Episode Resources:Lynn Teo LinkedInIAA North America Website

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Ariela Nerubay, Chief Brand Officer at Walker Advertising, to unpack why cultural fluency is rapidly becoming one of the most important competitive advantages in modern marketing.Drawing from decades of experience building culturally resonant brands across media, retail, and consumer products, Ariela explains why authentic connection goes far beyond surface-level diversity or stereotypical representation. Instead, brands must deeply understand the lived experiences, values, humor, language, and emotional signals of the communities they want to serve.The conversation explores why “the riches are in the niches,” how fragmented audiences are reshaping brand strategy, and why Gen Z’s multicultural identity is forcing marketers to rethink traditional mass-market approaches. Ariela shares practical frameworks for maintaining a consistent global brand identity while still adapting messaging, creative, and experiences to local cultural realities.Toby, Jasper, and Ariela also discuss the hidden costs of cultural blindspots, why diverse teams are essential for avoiding reputational missteps, and how small cultural “winks” often create stronger emotional resonance than broad attempts at inclusivity.This episode is a powerful roadmap for marketers navigating a future where personalization, cultural relevance, and authenticity increasingly determine which brands grow and which become invisible.What You’ll Learn:Why authentic cultural understanding outperforms stereotypical representationHow “the riches are in the niches” drives stronger brand advocacy and growthWhy Gen Z’s multicultural identity is reshaping the future of marketingThe framework for balancing global brand consistency with local cultural relevanceHow small cultural references and “winks” create deeper emotional connection than generic diversity messagingWhy diverse teams and agencies are critical for culturally intelligent marketingThe hidden business risks of cultural blindspots and reputational misstepsHow brands like McDonald’s and Disney localize successfully without diluting their identityWhy multicultural marketing should be treated as a growth engine not a side initiativeHow fragmented audiences are changing the economics of brand building and customer acquisition Ariela Nerubay is the Chief Brand Officer at Walker Advertising. Throughout her career, Ariela has led brand strategy, marketing transformation, and business growth initiatives across media, retail, entertainment, and consumer products. She previously helped launch Univision telenovelas, the first Univision-branded Spanish-language cable network, and served as a founding executive at TuTv, a joint venture between Univision and Grupo Televisa that culminated in a $110 million acquisition.Known for combining business strategy with deep cultural fluency, Ariela specializes in helping organizations move beyond performative representation toward authentic, emotionally resonant brand building that drives measurable growth.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.Episode Resources:Ariela Nerubay LinkedInWalker Advertising Website

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Sally Barton, Director of Marketing Growth Strategy at Mondelez International, to unpack how iconic consumer brands can navigate the growing tension between hyper-personalization and maintaining a consistent brand identity in an AI-driven world.Drawing on experience across categories ranging from chocolate and snacks to skincare and household products, Sally explains why the strongest marketing strategies are rooted not in product features, but in deeply understanding human psychology, emotional need states, and cultural context. This conversation explores how brands can create one-to-one relevance without sacrificing the distinctive assets, tone, and heritage that make consumers trust and love them in the first place.Sally also explores the evolving role of data, social listening, and retail partnerships in helping brands stay connected to consumers without relying solely on direct-to-consumer ecosystems. Along the way, Sally outlines a practical framework for future-proofing marketing organizations through curiosity, adaptability, and stronger brand foundations.What You’ll Learn:How to build marketing strategies around consumer psychology and emotional need states, not just product featuresWhy strong brand foundations matter more than ever in the age of AI-generated contentThe framework for balancing hyper-personalization with authentic brand identityWhy emotional triggers like taste and nostalgia significantly outperform transactional messagingHow to use AI to scale content production without losing brand voice or consistencyWhy cultural nuance and contextual relevance are becoming critical competitive advantagesHow social listening and retail partnerships help brands stay connected to consumers at scaleWhy agility, curiosity, and continuous learning are more valuable than rigid marketing playbooksSally Barton is the Director of Marketing Growth Strategy at Mondelēz International, where she focuses on driving business growth through strategic marketing, brand building, and capability development across some of the world’s most recognizable consumer brands.With experience spanning categories from chocolate and snacks to skincare, detergents, and healthcare products, Sally has built a career around understanding consumer behavior, emotional connection, and the evolving role of marketing in a rapidly changing media landscape. Throughout her tenure at Mondelēz, she has led brand strategy and equity initiatives across iconic brands including Cadbury, Oreo, Toblerone, Triscuit, and Green & Black’s.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.Episode Resources:Sally Barton LinkedInMondelēz International Website

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Scott Brinker, widely recognized as the “godfather of MarTech,” to explore the realities of AI adoption in marketing and why most organizations are still far from production-ready AI systems.Drawing from insights in his MarTech for 2026 report, Scott explains why AI success starts long before deploying models or tools. Without clean, accessible, and properly governed data, even the most sophisticated AI systems struggle to create measurable business value. This conversation dives into the importance of semantic alignment across organizations, the hidden complexity of context engineering, and why distributed governance is becoming essential for scaling AI without creating operational chaos.Scott also unpacks the rise of agentic systems and introduces the three types of marketing agents reshaping the industry: agents for marketers, agents for customers, and agents of customers. Together, these systems are fundamentally changing customer relationships, brand interaction models, and competitive dynamics.This conversation is a practical roadmap for leaders navigating the shift from AI pilots to real business transformation while preserving creativity, authenticity, and strategic control.What You’ll Learn:Why your data strategy must come before your AI strategyHow poor data governance becomes the hidden bottleneck to AI adoptionWhy experiential language like “explore” and “celebrate” outperforms transactional copy by 46%The three types of marketing agents reshaping the future of customer engagementHow “agents of customers” like ChatGPT are changing brand discovery and decision-makingWhy context engineering is one of the most underestimated challenges in production AIHow distributed governance enables scalable AI adoption without creating organizational chaosThe difference between AI experimentation and production-ready workflowsWhy marketing leaders should embrace continuous discovery instead of trying to master AI overnightHow to balance AI-driven automation with human creativity and brand authenticity Scott Brinker is a globally recognized martech analyst, entrepreneur, author, and advisor widely known as the “godfather of MarTech.” Over the past two decades, he has helped define the marketing technology industry through his influential research, writing, and ecosystem leadership.Scott previously served as VP Platform Ecosystem at HubSpot, where he led the company’s global technology partner programs and platform ecosystem strategy. Before HubSpot, he co-founded ion, a pioneering no-code interactive content platform acquired in 2017.He is also the creator of the renowned Marketing Technology Landscape, which tracks the explosive growth of martech vendors from a few hundred companies to more than 15,000. Through his publication ChiefMartec, conference leadership at MarTech, and bestselling books including Hacking Marketing and The New Automation Mindset, Scott has become one of the leading voices shaping how businesses think about marketing, technology, AI, and organizational transformation.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.Episode Resources:Scott Brinker LinkedInChiefmartec Website

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Rustom Dastoor, EVP, Head of Marketing Communications for the Americas at Mastercard, to discuss how AI is reshaping enterprise marketing, customer relationships, and competitive strategy.Rustom argues that most companies are thinking too small about AI. While many organizations focus on cost reduction and productivity gains, the real opportunity lies in building AI-native enterprises that use data to drive entirely new levels of effectiveness, personalization, and growth.Rustom also explains why brands must prepare for a future where AI agents and algorithms increasingly make decisions before consumers ever interact with a business directly. In that world, companies must optimize not just for people but for machines, APIs, and large language models that act as invisible gatekeepers to customer attention.This episode is a forward-looking blueprint for leaders trying to understand how AI will reshape marketing, enterprise operations, and competitive advantage over the next decade.What You’ll Learn:Why AI’s long-term value goes beyond efficiency and into revenue generationHow AI-native enterprises will fundamentally outcompete legacy organizationsWhy data should become the center of your marketing strategyHow creativity evolves when AI handles analysis, insights, and optimizationThe “Priceless” personalization principle and how AI enables contextual brand relevanceWhy brands must become machine-readable in an AI-driven economyHow AI agents and algorithms are changing customer decision-making behaviorWhy proprietary data is the most valuable strategic asset businesses ownHow companies of any size can start building stronger data foundations todayThe role of human creativity, judgment, and experience in an AI-first futureHow to think strategically about AI adoption without falling into hype cyclesRustom Dastoor is a global marketing and communications executive serving as Executive Vice President, Head of Marketing Communications for the Americas at Mastercard. With leadership experience spanning North America, South America, Europe, and Asia Pacific, he specializes in enterprise growth, marketing transformation, brand strategy, and go-to-market execution.His expertise also spans both B2B and B2C marketing, including brand development, sponsorships, digital strategy, demand generation, communications, public relations, and content. Known for his transformation-focused leadership style, Rustom has been at the forefront of modernizing marketing organizations through AI, data analytics, personalization, and scalable martech systems.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.

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Brian Best, Head of Group (xLOB CRM) at Samsung, to unpack how enterprise organizations are evolving from persona-based journeys to true one-to-one personalization in an AI-driven world.They explore why data unification remains the biggest barrier to personalization at scale, and how fragmented systems prevent marketers from delivering consistent, meaningful experiences. Brian shares how Samsung balances global brand consistency with localized, personalized messaging, proving that personalization doesn’t replace brand strategy, it strengthens it.The conversation dives into the nuances of creative performance, including why overused words like “exclusive” lose impact over time, and how simple shifts like verb-first subject lines can significantly improve engagement. They also unpack the evolving role of AI, not as a replacement for marketers, but as a partner, where human creativity and strategic direction guide AI-driven execution.From building trust with legal and compliance teams to embedding AI into daily workflows, Brian outlines a practical roadmap for turning AI into a true ROI engine. This episode is a must-listen for marketers navigating the complexity of scaling personalization while maintaining brand integrity in a rapidly changing landscape.What You’ll Learn:Why personalization at scale requires both data mastery and creative judgment, not just technologyHow to balance global brand consistency with localized, one-to-one customer experiencesWhy semantic fatigue makes overused words like “exclusive” lose effectiveness and how to refresh messagingThe verb-first subject line framework that can increase email open rates by up to 20%Why data unification is the foundational bottleneck preventing true personalizationHow to use AI as a strategic partner, not just a productivity tool, in CRM workflowsThe importance of building trust with legal and compliance teams to enable faster, more flexible marketingHow “reasons to believe” (RTBs) outperform product-led messaging in building customer trustWhy cultural relevance, like sports and global events, can significantly boost engagementThe first practical step to unlocking AI ROI: creating and “branding” your own AI partnerBrian Best is Head of Group (xLOB CRM) at Samsung, where he drives customer engagement and eCommerce strategy for one of the world’s largest consumer electronics brands. With over 15 years of experience in digital transformation, Brian has generated more than $500M in eCommerce revenue and led CRM strategies contributing to multi-billion-dollar business units.Prior to Samsung, Brian held senior digital strategy roles at Publicis Groupe, where he helped global brands modernize their marketing technology stacks and unlock growth through data and AI. He specializes in leveraging machine learning for “Next Best Action” and “Next Best Product” strategies, as well as building AI-driven CRM ecosystems that deliver personalized, multi-channel customer experiences.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.

Analyze your brand messaging for free at ⁠www.jacquard.com⁠What if the biggest missed opportunity in marketing isn’t what you send but what you shouldn’t send at all? In this episode of The Array by Jacquard, Toby and Jasper sit down with George Khachatryan, Head of AI Decisioning at Braze, to explore how reinforcement learning and AI agents are transforming marketing from static, segment-based campaigns into dynamic systems that make real-time, one-to-one decisions for every customer.They break down why traditional A/B testing is fundamentally limited, how AI decisioning continuously balances exploration and exploitation to maximize outcomes, and why true personalization requires more than just the “right message, right time, right channel.” The conversation dives into the importance of knowing when not to engage, the tension between short-term performance and long-term brand identity, and the three key bottlenecks - content generation, data integration, and experimentation, that prevent most organizations from realizing AI’s full potential.This episode also reframes the marketer’s role in an AI-first world: from executing campaigns to managing intelligent agents, setting guardrails, and making strategic trade-offs that data alone can’t solve. For teams looking to move beyond manual segmentation and unlock meaningful ROI from AI, this conversation provides a clear, practical framework for the future of marketing.What You’ll Learn:Why most marketing teams are bottlenecked by content, data, or experimentation and how to identify your weakest linkHow reinforcement learning outperforms traditional A/B testing by minimizing wasted opportunity during experimentationWhy “right message, right time, right channel” is incomplete without knowing when not to send anythingHow AI decisioning enables continuous, real-time personalization at the individual level - not just segmentsThe hidden trade-off between short-term conversions and long-term brand equity and how to manage it with guardrailsHow combining content generation AI with decisioning AI creates exponential personalization at scaleWhy marketers are evolving from campaign operators to “AI agent managers”How autonomous systems balance exploration and exploitation to solve the cold-start problemWhat it takes to move from static creative libraries to infinite, personalized customer experiencesGeorge Khachatryan is the Head of AI Decisioning at Braze, a pioneering platform in AI-driven lifecycle marketing. He specializes in applying reinforcement learning and AI agents to optimize customer engagement at scale, enabling brands to move beyond manual segmentation and rule-based systems toward fully autonomous, one-to-one decisioning.Under his leadership, AI decisioning platforms have helped enterprises dramatically improve campaign performance across use cases like cross-sell, retention, and winback by making real-time, individualized marketing decisions. George is at the forefront of redefining how marketers leverage AI - not just for automation, but for continuous learning, experimentation, and strategic growth.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. 

Grace Cowlard, creative director and former global brand lead at Adidas, reflects on the rise of AI in marketing—and why it’s led to a growing wave of sameness across brand messaging. But all isn’t lost. Grace shares how emotional intelligence, brand-specific wordbanks, and human nuance are the keys to standing out in an AI-saturated world.Get exclusive insights not shared in episode #008 with this 4-minute bonus episode, “Cut through this sea of sameness.”Want to learn how your brand can break through the noise? Visit Jacquard.com

“It’s not about if we use AI—it’s about how.”“AI should be your accelerator, not your replacement.”“Creativity isn’t getting lost. It’s getting freed up.”Grace Cowlard—Creative Director (formerly of Adidas)—joins The Array to talk about using AI to amplify human creativity, not replace it. Drawing from her experience across fashion, lifestyle, and sustainable brands, Grace offers an honest and hopeful take on where marketing is headed.Together, we explore how enterprise brands can:- Keep emotional intelligence at the heart of creative work (3:57)- Use AI to scale volume—without compromising brand expression (10:12)- Avoid the "sea of sameness" by flexing tone across channels (19:20)- Embrace AI experimentation while protecting what makes your brand human (26:33)Plus, we discuss AI as aesthetic, why creatives should treat AI like an intern, and the debut of “Go Out and Play” as our unofficial 2025 motto.

“I'm starting to believe [AGI] will be possible within the next 5 to 10 years.”Dr. Neil Yager, Chief Data Scientist of Jacquard, charts his journey from AGI skepticism (“This is not a technology that we’ll see in my lifetime, if ever.”) to optimism – before offering his thoughts on what’s required to achieve it, what exactly it is, and what it could mean for our world.Get exclusive insights not shared in episode #007 with this 4-minute bonus episode, “What’s going on behind closed doors.”Want to learn how personalisation can help you deliver your own messaging breakthrough? Visit Jacquard.com

“Don't spam people. Don't over-optimise and send clickbaity stuff.”“You need to be working with technologies that allow you to tailor [content] to yourself, to your own brand voice, to your own image.”“It’s just: who's going to find out how to do that?”Dr. Neil Yager, Chief Data Scientist of Jacquard, joins The Array to offer “a brief history of time as it relates to AI” – mapping the milestones that brought us to where we are, then laying out what lies ahead for enterprise brands as they adopt new technologies.Neil shares a true data science insider’s perspective for marketers and creatives eager to explore 20 years of AI breakthroughs – and what’s needed to continue unlocking its potential (4:28), find out what the evolution of AI imagery could mean for marketers (16:07), and produce high-quality content in an era of “dead Internet” mediocrity (26:03)Then we the return to (almost) everybody’s favourite future-of-employment segment, “Will AI Take Jasper’s Job?” (Spoiler: it’s not looking good for Jasper, but at least his dreams might offer a future revenue stream.)Watch or listen now to “Be willing to take risks.”Want to see why high-quality content goes hand-in-hand with personalised messaging? Visit Jacquard.com

“People actually suck at repetitive tasks.”Warrick Godfrey, Founding Partner of Fuse.cx, looks to the future of marketing and sees transformed team structures – where creatives spend their time “focusing on inventing new stuff and new ways of solving problems” and AI tools take care of repetition and amplification.Get exclusive insights not shared in episode #005 with this 3-minute bonus episode, “Create more remarkable experiences.”Want to learn how you can deliver remarkably personalised experiences? Visit Jacquard.com

“Who's opening those emails anymore?”“Customers are tired.”“You've got these cool tools. Let's use them better.”Warrick Godfrey, Founding Partner of Fuse.cx, arrives to help us kick off season 2 of The Array – with his honest take on the state of customer engagement. (Spoiler: most brands are coasting on old tactics and need to do better. Fortunately, better is within reach.)Get Warrick’s generous insights into how brands can sort the AI and MarTech hype from reality (05:07), address customer fatigue in traditional CRM channels (12:30), and use old and new tools to build more creative customer engagements (20:12).And don’t miss the debut of “Pipeline or Hype Line?” – the new game where we debate whether we’re getting our money’s worth from recent tech innovations.Watch or listen now to “Reimagine how we engage.”Want to learn how you can personalise every customer engagement more effectively? Visit Jacquard.com

How are you planning to bring your brand (and creatives) on the AI journey? Learn how with an inspiring 6-minute investment.Lucy Colback, Tech Writer for The Financial Times, leads the conversation in the final recap episode of season 1 – getting the answers that enterprise brands need to earn creative buy-in and grow more rewarding customer connections.Watch or listen now to “Start with the problem, not the tech.”Want to learn more about how to maximise the value of your AI efforts? Visit Jacquard.com

“This is not a cost-cutting exercise, people. This is a revenue-generating exercise.”Lucy Colback, Tech Writer for The Financial Times, switches things up for the final episode of season 1, taking over The Array to ask some tough questions – on behalf of the companies and creatives trying to find the right way forward with AI.Hosts Toby Coulthard, CPO, Jacquard, and Jasper Pye, CTO, Jacquard, share their AI-insider (and creative background) perspective into the value of seeing AI as an opportunity to scale creativity, rather than outsource it (11:56), enabling brands to speak to consumers the way they want to be spoken to (19:50), showing creatives how AI can empower them (and earning their buy-in first) (22:46), using AI as a tool to help generate revenue, not cut costs (25:41), and figuring out the problem that you want to solve, before choosing the AI tool (28:19).Then stick around for “Around Our World In 80 Seconds” – the game that delivers plenty of TL;DR perspective on good, bad, and bizarre stories from the world of AI.Watch or listen now to explore “AI’s real value to brands and consumers.”Want to see how you can make your marketing more effective? Visit Jacquard.com

Watch the 5-minute recap of our conversation to learn how enterprise brands and creatives can get lasting value from AI technologies.Daniel Head, CEO, Jacquard, joins The Array to explain how the right brand guardrails can help marketers bring their new machinery into compliance, increase performance without creating clickbait, and enable greater human creativity. Watch or listen now to begin “Teaching the machine.”Want to learn more about making new AI technologies work for your brand? Visit Jacquard.com

Automation has “always been about amplifying human ingenuity and creativity.”“Technological development is not going to stop and wait for anyone.”“You have to dive in and have a go.”Daniel Head, CEO, Jacquard, joins The Array to discuss how AI technologies can help experimentation-minded enterprise brands to: Put the best of human creativity into production at scale (11:30) Reach more customers with more relevant content (19:35) Deliver significant and sustainable creative value (22:13).Watch or listen now to tell us why “Marketing’s future waits for no brand.”Then learn more about delivering content that’s always relevant and on-brand. Visit Jacquard.com

Catch up with our 5-minute recap to learn how marketers can increase relevance and performance of their brand messaging through AI experimentation.Jay Pattisall, VP and Principal Analyst at Forrester, joins The Array to discuss why generative AI should have a permanent place in the marketing toolkit. This is essential listening for do-more-with-less marketers looking to bring greater efficiency to the creative production process and drive better performance at scale.Watch or listen now to explore “Rethink speed, scale, performance.”Want to learn more about elevating performance at scale? Visit ⁠Jacquard.com

“Is the value of AI to brands too much to ignore?”“Will there always be a place for human creativity?”“What's your advice to people who are cautious about AI adoption?”Jay Pattisall, VP and Principal Analyst at Forrester, joins hosts Toby Coulthard and Jasper Pye to share expert guidance into how enterprise marketers can: Build the right combination of people and AI platform into the creative process (09:48) Avoid the “autonomous sea of sameness” (17:57) Safely experiment with generative AI technologies (26:52) Engage with consumers emotionally, functionally, and transactionally (32:48)Watch or listen now to answer the question “Can AI ‘speak’ your brand language?”Then learn more about using AI tools to better promote your brand voice. ⁠Visit Jacquard.com⁠

Short on time? Get expert perspective on personalisation and key takeaways – with our swift 10-minute recap of episode one. Scott Zalaznik, Digital Advisor & ex-CDO of adidas, joins “The Array” to explore the differences between implicit and explicit personalisation, the right way to use customer data, and how brands can leverage technology to better connect with individual customers and drive long-term success, at scale.Watch or listen now to explore “Implicit vs. explicit personalisation.”Want to learn more about effective and impactful personalisation? Visit Jacquard.com

“Who’s doing personalisation well?”“What are the right success metrics?”“You’re winning clicks, but at what cost?”Scott Zalaznik, Digital Advisor & ex-CDO of adidas, joins hosts Toby Coulthard and Jasper Pye on the first episode of “The Array” to offer clear, actionable insights into: Implicit vs. explicit personalisation (5:04) Scalable content production (10:56) The incentivisation of KPIs and how to identify the right success metrics (15:08) Whether AI will take Jasper’s job (31:20).Want to learn more about effective and impactful personalisation? Visit Jacquard.com⁠

“The Array” is the new weekly podcast dedicated to delivering AI clarity to the marketing community. Hosts Toby Coulthard and Jasper Pye connect with informed and inspiring guests to get the kind of fresh perspectives and actionable insights that enterprise marketers can use to better navigate change, make the most of new opportunities, and resonate with customers everywhere. Join us for season one, starting Tuesday, November 12.