Designing Demand

Designing Demand
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The world is changing fast. Brands that don’t adapt to the evolving demands of their customers will soon be left behind. Designing Demand is a podcast hosted by founder of Digital Surgeons and creative entrepreneur Pete Sena. We’ll be discussing the future of brands, marketing, and business with the preeminent leaders who are shaping it. Each episode will feature discussions with marketing, business, and design leaders shaping the future of brands and their impact on culture and society. The goal of this podcast is to offer you a fresh perspective on how the marketing industry is evolving and what we can expect in the coming years. Designing Demand is here to bring you stories from the top minds in marketing today. In this podcast series, we’ll cover everything from customer experience to emerging trends in the marketing and brand industry. The goal is to give you an inside look at what’s going on in the world of designing brands while also giving you practical advice for applying these lessons in your own work.

  1. 2025-04-08

    Navigating Private Equity and Building Demand: Josh Silva’s Brand Mindset

    Josh Silva’s journey to becoming a top brand strategist is anything but traditional. From studying theology and psychology to skiing in Utah and diving headfirst into the world of sports psychology, Josh’s path to marketing leadership is filled with turns that shaped his deep curiosity and people-first approach. In this episode, Pete sits down with Josh to uncover how a background in understanding human behavior led him to build iconic outdoor brands like Masterbuilt, Kamado Joe, and Char-Griller. They unpack Josh’s shift from the agency world to leading marketing within PE-backed companies, balancing short-term revenue with long-term brand growth. The conversation dives into the nuances of building trust in the modern sales process, the value of curiosity, the rise of fractional leadership, and how AI is shifting creative roles. If you’re looking to better understand strategy, leadership, and brand-building in today’s marketing landscape—this is the episode for you. 🔎 MORE ABOUT JOSH SILVA: https://www.linkedin.com/in/jbsilva/ Instagram: https://www.instagram.com/jbsilva22 https://www.middleby.com/ CHAPTERS: 00:00 - Introduction to Josh Silva 04:48 - Real Salt Lake: How Customer Service Sparked Strategy 08:18 - Empathy and Asking the Right Questions 13:12 - Pitching Comcast: Josh’s Strategy Breakthrough 21:10 - Entering Private Equity: A New Perspective 26:36 - Trade-Offs, Decisiveness, and the “Fail Fast” Mindset 32:38 - What Agencies Get Wrong—and How to Win Trust 37:14 - Brand vs Performance Marketing: A Balanced Approach 44:52 - Don’t Copy Apple—Steal Like an Artist 49:19 - AI and Authenticity in Modern Marketing 52:26 - The Challenge of Building Culture Remotely 🚀 SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/ #ai #brandstrategy #curiosityiskey

    57 min

  2. 2025-03-31

    Creative Courage, Differentiation, and the Rise to CMO: Inside Ben Stuart’s Playbook

    In this episode of Designing Demand, Pete sits down with Ben Stuart—a powerhouse marketing executive whose career journey spans from scrappy ad agency beginnings in post-communist Prague to holding top leadership roles at Charles Schwab, American Express, and Bank of the West. Ben unpacks the transformative moments that shaped his career, the lucky breaks he embraced, and the creative courage required to drive brand reinvention at scale. Ben dives deep into the difference between brand and performance marketing, why “convenience kills creativity,” and how strategy, not scale, is the true differentiator in modern marketing. From building iconic campaigns like “Talk to Chuck” to launching the world’s first disappearing billboard, Ben reveals what it takes to lead growth and transformation in a rapidly evolving, AI-fueled world. If you're a CMO, founder, or creative mind hungry to understand how to actually design demand—this is an unmissable masterclass. 🔎 MORE ABOUT BEN STUART: https://www.linkedin.com/in/benlstuart/ https://www.bankofthewest.com https://www.rabobank.com/ CHAPTERS: 00:00:00 - Introduction to Ben Stuart 00:04:10 - Culture Shock, Solitude, and Learning Resilience 00:08:04 - How to Succeed in High-Growth Chaos 00:15:10 - The Creative Culture Shock of Moving In-House 00:20:25 - “Language Creates Leverage” 00:25:28 - Rotoscoping, Creative Courage, and Brand Breakthrough 00:31:34 - From $500M to $5M: Why Scale Isn’t Everything 00:34:21 - Advertising vs. Marketing: What’s the Real Difference? 00:38:07 - What is Bank of the West? 00:43:19 - How Constraints Fueled Iconic Creative 00:46:06 - Teaching the Lost Art of Differentiation 00:51:15 - Brand vs. Performance: A False Distinction 01:00:09 - Using AI to Remove Drudgery, Not Strategy 🚀 SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/ #differentiation #branding #marketingstrategy

    1h 17m

  3. 2025-03-24

    The CMO Who Can Code: Susan Lambert on Creative Grit and Building from Scratch

    In this episode of Designing Demand, Pete Sena sits down with Susan Lambert, a creative technologist turned spirits-industry CMO. From coding in first grade to driving forklifts in heels, Susan’s journey from tech to tequila is anything but ordinary. She shares how her upbringing at NASA and early love for software evolved into a career that blends creativity, engineering, and brand leadership. Now CMO of Remington Family Distillers, Susan unpacks what it takes to build a brand without deep pockets, lead with empathy, and create consumer experiences that resonate. Packed with storytelling, sharp insights, and her signature wit, this episode is a masterclass in reinvention, resilience, and human-centered marketing.    🔎 Find Out More About Susan Lambert LinkedIn: https://www.linkedin.com/in/sulambert/ Remington Family Distillers: https://www.rfdistillers.com/   Chapters: 00:00 - Introduction to Susan Lambert 01:17 - Growing Up at NASA 06:57 - Forklifts in Heels 10:38 - From Tech to Spirits 16:27 - Gender Equity in Tech 20:03 - Lessons for Men in Leadership 25:58 - Legally Blonde Philosophy & Happy Coders 34:23 - Brand Building from Scratch in the Spirits Industry 42:06 - Brand vs. Performance 47:36 - What Makes a Great Story in Marketing 53:35 - Final Reflections   🚀 Follow & Subscribe: 🌐 https://www.digitalsurgeons.com https://www.tiktok.com/@digitalsurgeons https://www.instagram.com/digitalsurgeons https://www.linkedin.com/company/digital-surgeons-llc/   #womenintech #brandbuilding #creativetech

    1 hr

  4. 2025-03-21

    From Barbie to Business Suits: Matt Repicky’s Brand Transformation Journey

    In this episode of Designing Demand, Pete Sena sits down with Matt Repicky, Chief Brands Officer at Tailored Brands. Join us for an engaging conversation as Matt shares his journey from the East Bay to leading global brand strategies. Discover how he transformed the Barbie brand, drove millennial engagement at Jos. A. Bank, and navigated the unique challenges of consulting and marketing. Matt's insights on balancing creativity and analytics, the importance of understanding consumer behavior, and his approach to brand transformation are not to be missed. Whether you're a marketing professional or simply curious about the intricacies of brand management, this episode offers valuable takeaways on the art and science of building iconic brands.   🔎 Find Out More About Matt Repicky: https://www.linkedin.com/in/mattrepicky/ https://www.instagram.com/mattrepicky/ https://www.tailoredbrands.com/ Chapters: 00:00:00 - Introduction to Matt Repicky 00:03:10 - The Journey from Political Science to Marketing 00:06:20 - The Importance of Understanding Consumers 00:12:29 - Opening the Barbie Flagship Store in Shanghai 00:18:27 - The Role of Curiosity in Career Growth 00:25:54 - Returning to Mattel and Revitalizing Barbie 00:32:40 - Joining Amazon and Learning Performance Marketing 00:40:16 - The Difference Between Head of Marketing and CMO 00:45:46 - Purpose-Driven Marketing 00:52:34 - Connecting People and Business Objectives 00:56:15 - Selecting the Right Agency 01:03:14 - Balancing Creativity and Business Objectives 01:09:32 - Closing   🚀 Follow & Subscribe: 🌐 https://www.digitalsurgeons.com https://www.tiktok.com/@digitalsurgeons https://www.instagram.com/digitalsurgeons https://www.linkedin.com/company/digital-surgeons-llc/   #branding #marketing #consumerinsights

    1h 19m

  5. 2025-03-10

    The Challenger Mindset & Building Trust: Beth Wood’s Approach to Marketing & Leadership

    Beth Wood’s marketing journey started with a simple realization—her heart wasn’t in finance, but in understanding and influencing consumer behavior. That spark set her on a path from Frito-Lay and Johnson & Johnson to leadership roles at MassMutual, Guardian Life, and now as EVP & CMO at Principal Financial Group. With experience spanning consumer goods, health and beauty, and financial services, Beth shares how she’s built brands that resonate with customers, empower teams, and embrace change. In this episode of Designing Demand, Beth reveals the lessons she’s learned from leading in different industries, why she believes in a “challenger brand” mindset, and how she balances brand building with performance marketing. She discusses the influence of her entrepreneurial mother, the power of curiosity in leadership, and the role of AI in modern marketing. If you’re looking for insights on building a standout brand, leading with purpose, and navigating a fast-evolving business landscape, this conversation is packed with wisdom you won’t want to miss. 🔎 MORE ABOUT BETH WOOD: LinkedIn: https://www.linkedin.com/in/bethwoodleidt/ Principal Financial Group: https://www.principal.com CHAPTERS: 00:00 - Introduction to Beth Wood 03:15 - From Finance to Marketing: Finding the Spark 08:40 - The Power of Competition & Standing Out 14:20 - Lessons from Frito-Lay & J&J: Brand & Customer Insights 22:30 - Transitioning to Financial Services & Small Business Strategy 30:45 - The Role of Training in Leadership & Brand Building 38:10 - Balancing Performance Marketing & Long-Term Brand Strategy 45:55 - AI, Innovation & Staying Ahead of the Curve 52:20 - Sustainability & Brand Purpose in Financial Services 58:10 - Final Thoughts & Advice for Future Leaders 🚀 SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/ #marketing #leadership #brandbuilding

    1h 14m

  6. 2025-03-03

    Challenger Brands & the Power of Storytelling: Pam Piligian’s Marketing Evolution

    Marketing and financial services might not seem like the most innovative space—but Pam Piligian is proving otherwise. As the Chief Marketing Officer of Navy Federal Credit Union, Pam has redefined what it means to build a brand with purpose, passion, and a deep sense of community. In this episode, she shares her journey from agency life to leading marketing at one of the country’s largest credit unions, all while maintaining a relentless commitment to storytelling, innovation, and service. In this episode of Designing Demand, Pete Sena sits down with  Pam Piligian who dives into what it takes to create a challenger brand that punches above its weight, how to harness the power of storytelling to connect with consumers, and why lifelong learning is essential for any marketer looking to stay ahead. She also shares her insights on the evolving role of the CMO, the importance of fostering strong leadership, and her personal mission to run a marathon in all 50 states. If you're looking for inspiration on how to build a brand that people are proud to be part of, this episode is a must-listen. 🔎 MORE ABOUT PAM PILIGIAN: https://www.linkedin.com/in/pam-piligian-324582/ https://x.com/PGPiligian/status/1867320365296369799 https://www.navyfederal.org/ CHAPTERS: 00:00 - Introduction to Pam Piligian 03:15 - From Journalism to Marketing: Pam’s Early Career 08:30 - What Makes a Challenger Brand? 12:45 - The Role of Storytelling in Brand Building 18:20 - The Power of Community and Belonging 25:00 - The Evolving Role of the CMO 30:40 - Lessons from Running Marathons & Leadership 36:10 - Advice for Young Marketers and Future CMOs 42:00 - Women in Leadership and the Power of Mentorship 48:15 - Employer Branding and Creating a Strong Workplace Culture 53:40 - The Future of Marketing: AI, Data, and Creativity 🚀 SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/ #marketing #leadership #community

    56 min

  7. 2024-01-18 · VIDEO

    Launching The First Consumer Psilocybin Brand with Dean Harris

    Dean Harris is the co-founder and CMO of TabBrands, a company focused on plant-based and fungi-based wellness products including CBD and psilocybin. Harris has an extensive career in marketing and advertising, serving as CMO and head of marketing for major brands like Vonage, Kayak, HotJobs and more. He comes from an advertising family but originally tried to avoid the industry, before eventually working at top agencies and starting his own creative shop. In the interview, Harris shares insights from his numerous successful campaigns, including those behind Vonage's growth from 3,000 to over 1.3 million subscribers in 34 months.  He led innovative performance and brand advertising that made Vonage a ubiquitous brand. Harris also discusses leading Kayak's marketing during an early stage for the online travel company. He provides perspective on building brands by taking smart risks and connecting emotionally with consumer motivations. Now, as co-founder of startup TabBrands, Harris is entering the fast-growing cannabis/CBD and psychedelics wellness space. He sees major opportunities to educate on plant medicine benefits and build legitimacy through science-backed medicinal positioning. Harris conveys excitement about TabBrands’ future psilocybin brand and pushing boundaries in emerging health/wellness categories.     OUTLINE:    (00:00:00) Introduction (00:00:57) Family history in advertising/marketing (00:02:35) Early career at top NYC ad agencies (00:05:11) Becoming head of marketing for HotJobs startup (00:06:51) Leading marketing for fast-growing Vonage (00:10:03) Innovative performance marketing strategy (00:12:23) Transitioning to first CMO role (00:19:09) Groundbreaking performance advertising (00:21:25) TV brand advertising driving growth (00:22:41) Being named Brandweek Marketer of the Year (00:25:38) Creating enduring brand campaigns (00:31:27) Qualities of effective ad campaigns (00:34:15) Leading rebrand from CPA Detective to Forensic (00:42:59) Maintaining agency relationships long-term (00:51:53) AI's future role in marketing (00:53:55) Two types of CMOs: poets vs. plumbers (00:57:25) Pivoting into cannabis/psilocybin space (01:01:28) Being founder/CEO with TabBrands     EPISODE LINKS:   TabBrands: https://www.tabbrands.com/ Dean’s LinkedIn: https://www.linkedin.com/in/deanharris/ Include instruction to Google Dean Harris to find his written content Gray Advertising Agency: https://www.grey.com/ HotJobs Wikipedia Page: https://en.wikipedia.org/wiki/Yahoo!_HotJobs Vonage: https://www.vonage.com/ BlueCava:https://bluecava.com/ Kayak: https://www.kayak.com/   SUPPORT & CONNECT:   Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/

    1h 17m

  8. 2024-01-04 · VIDEO

    Building Iconic Consumer Brands With Kathy Maurella of Waterloo Sparkling Water

    Kathy Maurella is the Chief Marketing Officer of Waterloo Sparkling Water and previously founded her own strategic marketing consulting firm, drawing from over 25 years of experience working for iconic CPG brands like Nabisco, Kraft, and Atkins Nutritionals. In this episode, Maurella shares her wisdom on brand building, leadership, and marketing. During her career, Maurella has led marketing efforts resulting in highly successful acquisition deals and IPOs. Her unmatched passion for the consumer is evident as Maurella emphasizes the importance of foundational consumer insights research to inform authentic brand positioning and storytelling.In this interview, Maurella pulls back the curtain on her leadership style, career pivots, incorporating AI, and on her thoughts on the evolving marketing landscape. Key highlights include actionable advice for young founders on maintaining strong company culture in remote work environments, leveraging media mix modeling data to optimize decision making, and why brand tracking studies are crucial, regardless of company size. This episode is a must-listen for entrepreneurs and marketers looking to level up their leadership abilities, better understand the modern shopper journey, and build memorable brands that stand the test of time. Maurella shows that patient, consumer-centric marketers who stay true to their core values will thrive.   OUTLINE:    (00:00:00) Introduction (00:01:12) Kathy's upbringing and early career path (00:04:57) Experience going through Kraft acquisition (00:07:49) Leadership style and building relationships (00:09:29) Mentoring younger employees (00:13:27) Macroeconomic factors affecting brands (00:14:42) Core principles of brand building (00:17:27) Power of consumer insights (00:21:52) Gathering insights in current landscape (00:24:15) Evolving marketing tactics (00:25:03) Changes in marketing over past year (00:27:49) Consumer shifts around spirits and beverages (00:28:53) Adapting brand strategy to reach Gen Z (00:30:43) Importance of meeting consumers where they are (00:33:04) Transition to consulting role (00:36:19) Characteristics of good consultants (00:41:04) Perspective on rise of AI (00:42:57) Waterloo's use of AI in branding (00:46:31) Day-to-day use of AI as a CMO (00:49:18) Short CMO tenures and pressures (00:52:56) Attributes of successful CMO leadership (00:57:29) Striking balance between brand building vs performance marketing (01:01:50) Wrap up and final thoughts   EPISODE LINKS: Kathy’s LinkedIn: https://www.linkedin.com/in/kathy-maurella-1294641/ Waterloo Sparkling Water: /www.drinkwaterloo.com/ KJM Marketing Inc: https://kjmmarketing.com/ Atkins Nutritionals: https://www.atkins.com/ Kraft: https://www.kraftheinzcompany.com/ Nabisco: https://en.wikipedia.org/wiki/Nabisco Waterloo AI branding campaign: https://www.marketingdive.com/news/waterloo-sparkling-water-ai-campaign-trail/652188/ https://www.youtube.com/watch?v=Jk69AIBrTlQ https://www.youtube.com/watch?v=wkKLGhnQ3nA SUPPORT & CONNECT: Digital Surgeons Website: https://digitalsurgeons.com TikTok: https://www.tiktok.com/@digitalsurgeons Instagram: https://www.instagram.com/digitalsurgeons LinkedIn: https://www.linkedin.com/company/210497/

    1h 7m
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About

The world is changing fast. Brands that don’t adapt to the evolving demands of their customers will soon be left behind. Designing Demand is a podcast hosted by founder of Digital Surgeons and creative entrepreneur Pete Sena. We’ll be discussing the future of brands, marketing, and business with the preeminent leaders who are shaping it. Each episode will feature discussions with marketing, business, and design leaders shaping the future of brands and their impact on culture and society. The goal of this podcast is to offer you a fresh perspective on how the marketing industry is evolving and what we can expect in the coming years. Designing Demand is here to bring you stories from the top minds in marketing today. In this podcast series, we’ll cover everything from customer experience to emerging trends in the marketing and brand industry. The goal is to give you an inside look at what’s going on in the world of designing brands while also giving you practical advice for applying these lessons in your own work.

Information

  • Creator
    Designing Demand
  • Years Active
    2023 - 2025
  • Episodes
    14
  • Rating
    Explicit
  • Copyright
    © Copyright 2023 All rights reserved.
  • Show Website
    Designing Demand