Repositioning a well-established brand comes with a unique set of challenges. James Rigney has done it for Converse, Red Bull and GrubHub. Now he leads marketing for Thor Industries, the world’s largest manufacturer of RVs, including Airtstream.
Ponara Eng of Cambria chats with us about how he works with his team as well as his insights on planning for growth.
Trevor DeWitt from Katerra shares his insights on the value of his leveraging one's experiences and continuing to learn as you grow.
Robby Ferdinandus from Nexperia shares his insights on the the necessity for infrastructure preceding change and how to be a daring marketer.
Ben Ingham from Peraton shares his insights on the importance of empathy combined with authenticity & creativity in marketing.
Tracy Gaede Niehaus, director of marketing with Honeywell Intelligrated shares fresh perspectives on marketing, lead gen & metrics.
Air Transport Services Group (ATSG) is a leading provider of aircraft leasing and air cargo transportation and related services. Kym Parks, ASTG Marketing Manager, talks about the new role of sales enablement in the current digital environment and how a marketing team can lead the effort to bundle exiting offerings to increase revenue. She also shares her unique perspective on marketing a company with 40 years of industry experience with the mindset of a startup company.
Marketers are often called upon to be problem solvers. Ken Thomas, Director of Innovation and Marketing for The Dupps Company, talks about how he uses the answers to big questions to drive creativity.
FEATURING MELANIE HUET, EVP, CMO SERTA SIMMONS BEDDING
Episode 23| Duration 17:17
Consumers are looking everywhere when researching and they want to interact and transact across that experience. Melanie Huet, EVP, CMO at Serta Simmons Bedding discusses the importance of interacting and transacting with consumers across their experience and how an industry leader can continue to innovate.
Episode 22 | Duration 14:38
Virtual tours, online learning, live chat and other digital tools are vital for colleges and universities during this time. Kathy Wolf, Vice President of Marketing and Communications at Ball State University shares her perspective on what higher ed marketers can do to shift away from face to face interactions. She also discusses the importance of using data after a rebranding effort to continue to evolve your brand.
Episode 21| Duration 14:12
Marketers during the COVID-19 Crisis have to balance internal and external communications in a rapidly changing landscape. Warren Rupp is classified as an essential business as are many of their customers and distributors. Michelle Miller, Marketing Manager at Warren Rupp, discusses how they put together a team and a plan that leverages the vast knowledge of their sales team via social media.
This week we take a break from our normally scheduled podcasts and are proud to share with you this episode of Aligned Podcast, an Upward podcast dedicated to Sales Enablement.
Mark Goodwin and John Fimiani dive into 12 things marketers are focusing on during the COVID-19 crisis. John Fimiani, Partner at Upward Brand Interactions, shares insights he gathered for a recently published article entitled 12 Things Marketers Are Doing During the COVID-19 Crisis.
Overseeing and coordinating the marketing of one of the nation’s largest universities is no easy task, especially when it’s celebrating its 150th anniversary with a series of events and idea festivals. Ethan Braden, Purdue University’s Vice President of Marketing, talks with Allison and Mark about managing millions of webpages, ensuring a marketing team is a good brand steward, and marketing sesquicentennial events for the cradle of astronauts.
For marketers working in industries that are slow to incorporate new marketing technologies, strategies and tactics, it can be frustrating. At the same time, achieving first-mover status offers an incredible opportunity to stand out. Pamela Furneaux, Marketing Communications Manager at Dayton Superior Corporation, discusses how to break out of the routine, push forward and differentiate.
From the origin of the sales funnel and the first direct marketing campaign to modern point of sale systems, NCR Corp. has been at the forefront of marketing technology and sales for more than 130 years. Katie Kirschner, Vice President of Brand, Content & Digital Marketing, explores how NCR continues to push marketing and sales technology forward through content creation focused on customer success.
As one of the nation’s largest and most comprehensive universities, Ohio State has dozens, if not hundreds, of email marketing campaigns running at any given time focusing on prospective students, donors, medical professionals, researchers, current students and sports fans (just to name a few). Elaine Armbruster, Senior Director of Omnichannel Marketing, is in charge of wrangling and streamlining all these efforts. She talks with us about how successful email marketing strategies and campaigns are paying off for the Buckeyes.
Your company has just acquired or merged with another, and now it’s time to rebrand. How do you ensure buy-in from the C-suite to the mailroom? Devon Watson, Chief Marketing Officer for global fintech hardware and software provider Diebold Nixdorf takes us through the dos and don’ts of rebranding after a merger.
Building an enduring brand for a professional sports franchise, especially when that franchise is closely associated with the league’s greatest player, is no easy task. Kevin Johnson, Senior Art Director for the Cleveland Cavaliers, talks about branding and art direction through four years of NBA Finals, including the 2016 Championship season, and making a branding pivot after the departure of an iconic, star player.
Building a cult following for America’s oldest quick service restaurant chain requires customer-focused nimble marketing. Kim Bartley, Vice President of Marketing " Site Development for White Castle, explains how the iconic brand has done just that.
Moving up the ladder in the fast-changing world of marketing isn’t always easy. Eric Svenson, Vice President of Marketing at Newsy, an E.W. Scripps company, offers insights on staying nimble while pursuing a marketing career.
When your company’s marketing is focused on both B2B and B2G, you better make sure your SEO game is solid. Carrie Sinclair, Director of Global Communication Services for Honeywell Aerospace, takes us through the ins and outs of search marketing.
Large companies and legacy brands aren’t known for being very nimble, but Formica Corp. is an exception. Amy Falls Gath, Vice President of North American Marketing at Formica, explains how to execute a digital pivot.
Running a lean marketing program can be challenging, especially when your products can’t be marketed on traditional channels. Sean Lee, Vice President of Digital Marketing at Pure Romance, offers successful lean marketing strategies and tactics.
From chatbots to analytics, marketers have many tools to choose from when building a digital-focused program. In this episode, Ryan Pearson, Director of Digital Marketing, talks about the tools TSC Apparel uses in its B2B and B2C marketing programs.
If you really want to unlock the potential of your marketing programs, compiling, interpreting and executing on data is key. In this episode, Tony Condi, Senior Director of Integrated Marketing Communications at Motorola Solutions, talks data analytics.
When it comes to destination marketing, content is king. But how do you get the right team in place to build a successful content marketing program? In this episode, we talk with Jacquie Chakirelis, Director of Marketing at the Great Lakes Science Center.
How are you promoting your company’s thought leadership to current and potential customers? Is that expertise translating into leads? In this episode, we talk with David Hules, Director of Marketing for Emerson Commercial and Residential Solutions.
Think your Gen Z print and email marketing campaigns are effective? You may want to think again. In this episode we talk with Mae Hanna, Assistant Dean of Marketing at the University of Cincinnati, about Gen Z and shifts in generational marketing.
You have 5,000 global employees tweeting, posting, linking and gram-ing at any given moment - how do you deal? Mark Merz, director of digital communications for McGraw-Hill Education, explains the ins and outs of social media at enterprise-scale, how to get staff involved and how to avoid the nightmare scenario.
Host Bill Sterzenbach talks with marketing leaders about the challenges of building a marketing team, finding outside resources that mesh with your internal teams, and how A.I. and new marketing tech will change how we work.
La-Z-Boy on Continued Innovation in Marketing: Featuring Eli Winkler, Chief Marketing Officer
3Create on Building Cohesive Strategies for Marketing feat. Catherine Lindner, Coco Inoue, & Barbara Christine, Co-Founders
MasterBrand on the Value of Meaningful Meetings and Communication: Featuring Steve Matlon, Vice President of National Accounts
Domtar on Bringing New Talent to a Mature Industry: Featuring Vanecia Carr, Director of Marketing, Pulp and Paper
James Hardie on Building a Digital Team from the Ground Up: Featuring Bridget Kulla, Senior Digital Marketing Manager
Cambria on the Importance of Team-Building and Plans for Growth: Featuring Ponara Eng, Director of Digital Marketing
Katerra on the Importance of Broad Experiences to Marketers: Featuring Trevor DeWitt, Head of Corporate Marketing & Communications
Nexperia on Building Towards Change and the Value of Being a Daring Marketer: Featuring Robby Ferdinandus, Global Head of Marketing
Peraton on Cross-Channel and the Importance of Empathy Combined With Authenticity: Featuring Ben Ingham, Creative Director and Senior Manager, Marketing Communications
Honeywell Intelligrated - Fresh Perspectives on Marketing, Lead Gen, and Metrics: Featuring Tracy Gaede Niehaus
Air Transport Services Group (ATSG) and the New Role of Sales Enablement in the Current Digital Environment: Featuring Kym Parks, ASTG Marketing Manager
The Dupps Company and Using the Answers to Big Questions to Drive Creativity: Featuring Ken Thomas, Director of Innovation and Marketing
Serta Simmons Bedding and Their Approach To Omnichannel - How An Industry-Leading Corporation Can Also Be A “Disruptor Of Disruptors”: Featuring Melanie Huet, EVP, CMO
How Ball State University is leveraging digital tools during the Covid-19 crisis: featuring Kathy Wolf, Vice President of Marketing and Communications at Ball State University
Warren Rupp stays connected and obsessed with customers while shifting to digital: Featuring Michelle Miller, Marketing Manager at Warren Rupp
12 Tips for Marketing During the COVID-19 Crisis: Featuring John Fimiani, Partner, Upward Brand Interactions
Purdue University and Event Marketing: Featuring Ethan Braden, Vice President of Marketing
Dayton Superior and the Adoption of New Marketing Strategies & Tactics: Featuring Pamela Furneaux, Marketing Communications Manager
NCR Corporation and Content Creation for Customer Success: Featuring Katie Kirschner, Vice President, Brand, Content & Digital Marketing
The Ohio State University and Personalized Marketing: Featuring Elaine Armbruster, Senior Director, Omnichannel Marketing
Diebold Nixdorf and Post-Merger Rebranding: Featuring Devon Watson, Chief Marketing Officer
The Cleveland Cavaliers and Championship Design: Featuring Kevin Johnson, Senior Art Director
White Castle Systems and Marketing Agility: Featuring Kim Bartley, Vice President of Marketing and Site Development
Newsy and Marketer Reinvention: Featuring Eric Svenson, Vice President of Marketing
Honeywell Aerospace and Search Marketing: Featuring Carrie Sinclair, Director of Global Communication Services
Formica Corp. and Positioning a Brand for a Marketing Pivot: Featuring Amy Falls Gath, Vice President of North American Marketing
Pure Romance and Lean Marketing: Featuring Sean Lee, Vice President of Digital Marketing
Thor Industries and the Challenges of Rebranding: Featuring James Rigney, Director of Marketing
TSC Apparel and Digital Transformation: Featuring Ryan Pearson, Director of Digital Marketing
Motorola Solutions and Marketing Analytics: Featuring Tony Condi, Senior Director of Integrated Marketing Communications
Great Lakes Science Center and Destination Marketing: Featuring Jacquie Chakirelis, Director of Marketing
Emerson Electric and Thought Leadership: Featuring David Hules, Director of Marketing
University of Cincinnati and Gen Z's Long Customer Journey: Featuring Mae Hanna, Assistant Dean of Marketing
McGraw-Hill Education and Enterprise-Scale Social Media: Featuring Mark Merz, Director of Digital Communications
Divisions Maintenance Group and Building a Content Marketing Team: Featuring Denianne Gardner, Director of Marketing & Communications