Marketing Beyond with Alan B. Hart

Alan B. Hart
  • 5.0 (177)
  • Marketing
  • Updated Weekly

Join Alan B. Hart as he dives into conversations with the world's leading chief marketing officers and business innovators. Tune in to get inspired by the stories and experiences of marketing visionaries—and stay ahead of the curve.

  1. 1d ago

    RERELEASE: Bridging the gap between marketers and consumers: Insights from Gayle Troberman, executive advisor at iHeartMedia

    RERELEASE: From the archives — originally released in July 2025. Are your ads landing with consumers?   According to iHeartMedia's "The New American Consumer 2.0" study, 44% of Americans feel ignored by most advertisers. In today's episode, Alan chats with Gayle Troberman, executive advisor at iHeartMedia, about bridging the gap between marketers and consumers, and the marketing principles that stay consistent despite technological advancements.   Gayle emphasizes the importance of balancing new technology with classic marketing approaches and cautions against neglecting potential customers by focusing too narrowly on the target audience.  She highlights the power of evoking memories in advertising, primarily through audio, with examples of iconic jingles. She also describes why radio and podcasting are effective tools for mass reach and emotional engagement.   Gayle Troberman is a highly respected marketing industry veteran. She spent 16 years as chief creative officer at Microsoft, then as chief marketing and ideas officer at IPG Mediabrands. She then became chief marketing officer at iHeartMedia for over a decade before moving into her current role as executive advisor. Today, Gayle works across all iHeartMedia businesses to help them connect with consumers in a deeper, more meaningful way. Her "human first, outcome second" approach to life and marketing has kept her consistently in tune with consumers throughout her career.    In this episode, you'll hear about: The inspiration behind "The New American Consumer 2.0" study and insights from the research    How marketers can better understand their audience    Approaches to using AI and targeting to add value from a consumer perspective    Key highlights:  [00:00] Rerelease note   [00:20] Introduction [01:50] A "muppalucky" life   [02:55] Gayle's career path   [05:55] The secret to a long CMO tenure   [07:50] Enduring truths in marketing   [13:45] "The New American Consumer Report 2.0"  [18:30] How marketers can reconnect with everyday consumers  [22:45] Who has influence?   [24:20] Using AI in a mindful way  [28:35] An experience that defines you: Developing a human-first philosophy  [31:35] Advice to your younger self: A little more patience and empathy  [33:05] A topic marketers need to learn more about: Balancing the new with the classics  [34:20] Subcultures and trends to follow: Young people taking strong stances  [35:40] Largest opportunity and threat to marketers today: Fake performance indicators    Resources mentioned:    Gayle Troberman  iHeartMedia  The New American Consumer 2.0 study    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Gayle Troberman and iHeartMedia:  Gayle Troberman on LinkedIn   iHeartMedia on LinkedIn  iHeartMedia on Instagram  iHeartMedia on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads

    37 min
  2. 44: Creating with sales, not for sales: Insights from Vanguard Head of Sales Channel Marketing John Howie

    Jun 24

    44: Creating with sales, not for sales: Insights from Vanguard Head of Sales Channel Marketing John Howie

    What strategies is Vanguard using to help marketing and sales stay aligned while keeping the client at the center?  In this episode, Vanguard's John Howie, head of sales channel marketing for the financial advisor services division, reflects on his move from sales into marketing. He discusses how marketing leaders can drive stronger results by grounding solutions in each client's selling realities and building a shared understanding with sales, not just for sales. John describes how his team uses direct input from sales leaders to shape marketing efforts around real selling conditions, and emphasizes that effective internal change efforts need both rational support and human buy-in. When it comes to AI, John advocates using it to guide strategy, rather than to fully design or replace the strategy itself. He warns that leaders should not let the push for speed and productivity crowd out creativity, judgment, and the distinctly human work of storytelling and problem solving.  This episode offers a practical point of view to help today's marketers keep the client at the center, use data and frontline insights together, and treat this moment of transformation as a chance to improve not only the way teams work, but the overall quality of work.    In this episode, you'll hear:  How building marketing and sales around the same customer reality can improve results  Tips for connecting a strong business case with talent buy-in for lasting change  Practical ways leaders can deploy AI to give teams more time for creativity and problem solving    Key highlights:  [00:00] Introduction  [01:00] Skydiving experiences  [02:30] John's path to Vanguard  [05:20] How marketing can find common ground with sales  [07:55] Adjusting for changing selling realities  [09:45] Centering customer and client perspectives  [11:45] Transforming an organization from the inside out  [13:50] AI's impact on the change management process  [16:20] Internal marketing use cases with AI  [18:45] An experience that defines you: Major life changes coinciding with career launch  [20:35] Advice to your younger self: Your performance rating is not your identity  [22:30] A topic you're trying to learn more about: AI's evolving role in daily life  [23:30] Largest potential threat: Rapidly implementing AI without a clear strategy  [25:30] What you would have an LLM do for you: Give me more time with family    Resources mentioned:    Vanguard    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with John and Vanguard:  John on LinkedIn  Vanguard on LinkedIn    Connect with Alan Hart and Deloitte Digital:     Connect with Alan Hart on X  Connect with Alan Hart on LinkedIn   Connect with Deloitte Digital on LinkedIn   Connect with Deloitte Digital on Instagram   Connect with Deloitte Digital on YouTube   Connect with Deloitte Digital on Threads

    28 min
  3. 43: How experimentation can fuel marketing effectiveness: Insights from General Motors Executive Director of Marketing and Consumer Engagement Laura Thornton

    Jun 17

    43: How experimentation can fuel marketing effectiveness: Insights from General Motors Executive Director of Marketing and Consumer Engagement Laura Thornton

    At General Motors, modernizing marketing means more than just adopting new tools—it requires thoughtful experimentation and sound human judgment to apply AI and other innovations while protecting the customer experience. In this episode, Laura Thornton shares how General Motors (GM) approaches this balance through two parallel efforts: marketing technology modernization and Project Leapfrog, a pilot program where teams can test low-risk ideas outside the core operating model.   She explains how this approach helps her team experiment with new AI tools to quickly solve problems and expedite workflows. Laura encourages marketing leaders to create room for testing, give teams permission to fail, build confidence through hands-on use of new tools while avoiding changing too much too fast.   Laura also discusses a real leadership challenge for marketing and consumer engagement leaders: not only adopting AI, but helping employees throughout the enterprise adapt while keeping human judgment and customer connection at the center.  "Taking risks is something that can feel very daunting, and as marketers, we have to be open to trying and testing new things. So that has to be fundamental." - Laura Thornton In this episode, you'll hear about:  AI adoption approaches that can bring change without putting core work at risk  Experimentation insights that can help teams unlock better ideas, accelerate learning and improve adoption  Leadership tips for fostering AI-driven change with humans-in-the-loop    Key highlights:  [00:00] Introduction  [01:20] An auto industry family legacy  [01:55] Laura's GM path: From account coordinator to executive director  [03:25] Perspectives from the agency side vs. client side  [04:15] Taking customer journeys from insights to action  [05:10] Embracing MarTech transformation  [06:25] Introducing Project Leapfrog  [07:25] AI pilot experimentation  [10:25] Integrating AI with the human workforce  [11:45] Lessons for future transformations  [13:00] An experience that defines you: Trusting the process through career pivots  [14:15] Advice to your younger self: Find your voice early to grow confidence   [15:10] A topic you're trying to learn more about: Change management  [17:00] Latest curiosities: Analog, in-person experiences  [18:45] Largest potential threat: Pressure to change too rapidly without a strategy    Resources mentioned:    General Motors    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Laura and GM:  Laura on LinkedIn  General Motors on LinkedIn    Connect with Alan Hart and Deloitte Digital:     Connect with Alan Hart on X  Connect with Alan Hart on LinkedIn   Connect with Deloitte Digital on LinkedIn   Connect with Deloitte Digital on Instagram   Connect with Deloitte Digital on YouTube   Connect with Deloitte Digital on Threads

    23 min
  4. 42: How Adobe is embracing the future of creative work: Insights from Adobe Chief Content and Creative Officer Stacy Martinet

    Jun 10

    42: How Adobe is embracing the future of creative work: Insights from Adobe Chief Content and Creative Officer Stacy Martinet

    What could marketing teams accomplish if they spent less time chasing inputs and more time shaping ideas?   In this episode, Stacy Martinet, chief content and creative officer at Adobe, shares her perspective on one of the near-term opportunities for marketing leaders: using AI to reduce workflow grind.    She highlights how processes that once took weeks—such as brief creation—can now take minutes, giving teams more time to focus on concepts, production and cultural relevance. Drawing on her experience across media, communications and brand leadership, Stacy suggests that even as AI tools and processes evolve, craft and specialist roles remain essential.  Stacy also discusses creator collaborations, which she believes work well when brands give creators room to do what they do best, rather than over-engineering the outcome. Authentic creator-driven content can help unlock a meaningful audience connection that brands cannot easily create on their own.    The key is creative leaders nurturing a culture of experimentation by reducing fear of trying something new and building AI fluency that enables brand growth.    In this episode, you'll hear about:  How creative teams can harness AI technology to drive results and increase focus on the big picture  Why brands should approach the creator economy as a valuable collaboration opportunity to reach more customers  Practical ways creative leaders can encourage technology experimentation and help teams adapt to change    Key highlights:  [00:00] Introduction  [01:05] Inspiration from everyday interactions  [02:20] Stacy's path to Adobe  [06:00] The role of creators in brand marketing  [07:15] How Adobe Firefly spotlights creators  [09:05] The origins of the creator economy  [10:20] Embracing the agentic AI era  [11:20] Streamlining the creative brief  [14:20] Early career inspiration: Role models  [15:30] Advice to your younger self: No lesson too small   [15:55] A topic you're trying to learn more about: Ancestry and Italian cooking  [16:30] Latest curiosities: Communicating change to prepare for the future  [17:00] Largest potential threat: Brands not keeping up with AI's rapid growth    Resources mentioned:    Adobe  Adobe Firefly    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Stacy and Adobe:  Stacy on LinkedIn  Adobe on LinkedIn    Connect with Alan Hart and Deloitte Digital:     Connect with Alan Hart on X  Connect with Alan Hart on LinkedIn   Connect with Deloitte Digital on LinkedIn   Connect with Deloitte Digital on Instagram   Connect with Deloitte Digital on YouTube   Connect with Deloitte Digital on Threads

    20 min

  5. May 27

    41: Turning brand awareness into loyalty: Insights from Herbalife CMO Hanan Wajih

    How can marketing help turn brand recognition into meaningful connections?  In today's episode, Alan Hart speaks with Herbalife CMO Hanan Wajih about how she views marketing's role in helping lead enterprise transformation by strengthening the brand, sharpening the company's storytelling, and equipping distributors with better tools and content to better support customers.  Hanan explains that Herbalife's current opportunity is not awareness, but familiarity, because many people know the name without fully understanding the company's purpose, product quality, innovation, scale or distributor model. She points to the company's broad reach—from nutrition clubs and distributors to sports partnerships and product innovation—and explains why that scale makes clear, consistent storytelling and increasingly personalized engagement more important than ever.  For marketing leaders, her comments suggest three practical priorities: continue investing in brand building as a long-term driver of trust and loyalty, use technology to make content and engagement more relevant at scale, and help teams build the skills needed to lead through ongoing change. Hanan also shares her perspective that, as AI reshapes marketing, authenticity, strong values and the willingness to challenge old ways of working are likely to matter just as much as new tools.    In this episode, you'll learn:  Why awareness may not be enough to build deeper trust, loyalty and long-term growth  How marketing can help support transformation through better tools, clearer stories and stronger alignment  The importance of balancing innovation with trust and credibility    Key highlights:  [00:00] Introduction   [01:20] A moment in Maui  [03:00] Hanan's path to Herbalife  [06:55] The scope of her role  [07:30] The mission of Herbalife  [10:00] Herbalife's enterprise transformation  [12:10] Marketing's role in the transformation journey  [15:00] An experience that defines you: A multicultural upbringing  [16:20] Advice to your younger self: Trust yourself sooner  [16:45] What are you curious about: Leadership in the AI era  [17:25] What are you trying to learn more about: Generation Alpha and Beta  [18:05] Largest opportunity and threat to marketers today: Authenticity  [18:30] What would you want an AI agent or an LLM to do for you: Quantify the impact of brand marketing    Resources mentioned:    Herbalife    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Hanan Wajih and Herbalife  Hanan Wajih on LinkedIn  Herbalife on LinkedIn    Connect with Alan Hart and Deloitte Digital:     Connect with Alan Hart on X  Connect with Alan Hart on LinkedIn   Connect with Deloitte Digital on LinkedIn   Connect with Deloitte Digital on Instagram   Connect with Deloitte Digital on YouTube   Connect with Deloitte Digital on Threads

    20 min

  6. May 13

    40: Preparing marketing data for AI: Insights from jeweler David Yurman's global head of CRM, data, customer experience and loyalty, Neha Kovach

    What does "AI-ready data" look like in a modern marketing organization, and where can it create practical value for marketers?  In today's episode Alan Hart talks with Neha Kovach about the practical work marketers may need to consider before AI can deliver real value. Neha is jeweler David Yurman's global head of customer resource management, data, customer experience and loyalty. Neha believes that getting data ready is less about volume, more about structure and context: cleaning it up, defining customers more clearly, and turning general customer data into signals that can guide action—like how recently someone purchased or how close they are to a milestone. She suggests the bigger opportunity for AI may not be routine service, but rather helping marketers improve conversion, retention, and personalization with more relevant timing and messaging.  She also points to a separate operational benefit: increasing workforce capacity by helping teams work more efficiently. Looking ahead, she also explores what it might take for brands to compete in a world where AI agents may increasingly shape what customers see, consider and buy.    In this episode, you'll hear about:  Ways to think about creating a stronger data foundation to prepare for AI more effectively  Where AI may offer practical support across customer engagement, team capacity and decision-making  Why understanding customer intent may become increasingly important as marketing continues to evolve    Key Highlights: [00:00] Introduction   [01:15] Moving to the United States  [02:05] Neha's path to David Yurman  [04:25] What is David Yurman?  [05:20] Preparing data for AI  [07:55] Bringing agents into the mix  [11:20] Specific agentic use cases   [13:20] Customer experience in an agentic-enabled world  [14:30] An experience that defines you: Losing her mother and becoming one herself  [17:35] Advice to your younger self: Be gentle to yourself  [18:50] A topic marketers need to learn more about: Neuroplasticity and quantum physics  [20:45] Largest opportunity and threat to marketers today: Customer attention span    Resources mentioned:    David Yurman    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Neha Kovach and David Yurman  Neha Kovach on LinkedIn  David Yurman on LinkedIn    Connect with Alan Hart and Deloitte Digital:     Connect with Alan Hart on X  Connect with Alan Hart on LinkedIn   Connect with Deloitte Digital on LinkedIn   Connect with Deloitte Digital on Instagram   Connect with Deloitte Digital on YouTube   Connect with Deloitte Digital on Threads

    25 min

  7. May 6

    39: How sales and marketing can grow together: Insights from Braze Chief Revenue Officer Ed McDonnell

    What can stronger sales and marketing alignment look like in practice?   In today's episode, Alan Hart talks with Braze Chief Revenue Officer Ed McDonnell about building a career by chasing experiences and skills instead of titles; why strong sales and marketing partnerships start with shared ownership of the customer journey, and how marketers can stay close enough to customers to understand where performance is really breaking down.  Drawing on leadership experience across high-growth software, Ed explains why alignment can improve when teams focus less on funnel labels and more on the full customer journey, from awareness to renewal and advocacy. He also talks about the role of data, regular review cadences and honest conversations about where pipeline performance is falling short.  Ed shares how Braze is using AI to support decision-making, campaign execution and marketer workflows, and why he believes AI will make shopping more curated, conversational and immediate. For marketers, his message is clear: Better tools matter but staying close to customers and evolving as quickly as they do matters more.    In this episode, you'll learn:  Why growth can happen faster when sales and marketing stay focused on the customer  What leaders can do to spot weak points early and keep teams moving together  Where AI can help make customer experiences more relevant and responsive    Key highlights:  [00:00] Introduction   [01:00] Inside fantasy baseball  [03:30] Ed's path to Braze  [09:15] Where Braze is today  [11:10] Bringing sales and marketing together  [15:30] Tips for creating a better customer experience   [16:45] Building internal trust  [19:30] The impact of AI  [23:20] An experience that defines you: Family ties and a health scare   [26:30] Advice to your younger self: Chase experiences and skills, not titles  [28:50] A topic marketers need to learn more about: AI applications for go to market   [30:50] What are you interested in right now: Fantasy books and golf   [32:30] Largest opportunity or potential threat to marketers today: Themselves    Resources mentioned:    Braze    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Ed McDonnell and Braze  Ed McDonnell on LinkedIn  Braze on LinkedIn    Connect with Alan Hart and Deloitte Digital:     Connect with Alan Hart on X  Connect with Alan Hart on LinkedIn   Connect with Deloitte Digital on LinkedIn   Connect with Deloitte Digital on Instagram   Connect with Deloitte Digital on YouTube   Connect with Deloitte Digital on Threads

    39 min

  8. Apr 29

    38: Turning customer stories into growth: Insights from Shopify's head of Customer & Industry Marketing, Génesis Miranda Longo

    How can marketing leaders use AI to scale customer storytelling in ways that drive growth without losing the human connection that matters?  In today's episode, Alan Hart talks with Génesis Miranda Longo, Shopify's head of customer and industry marketing, about how customer stories can drive both growth and trust. Génesis explains that her role spans two priorities: helping new customers discover Shopify and helping existing customers grow by bringing their stories to market. She sees those stories as more than content because they help prospects to picture what success looks like, give sales teams stronger proof points, foster community, and build deeper customer relationships.  Génesis believes AI should accelerate the work around the conversation, not replace the conversation itself. She shares how she uses AI to research, prepare, and scale customer marketing, while emphasizing that valuable insights still come from talking directly with customers. She closes with a broader lesson for marketing leaders: don't wait for permission, build what's needed, and use automation to create more space for real human connection.    In this episode, you'll learn:  Why customer stories are more impactful when they build trust  Where AI adds value in Génesis's workstream;  Why lasting progress often depends on clarity, not just speed    Key highlights:  [00:00] Introduction   [01:05] Growing up in Mexico  [02:00] Génesis's path to Shopify and the scope of her role  [03:20] Symbiotic customer storytelling  [05:20] Scaling customer stories  [07:14] Revving the performance engine  [08:10] "Matchie" and her library of content  [08:55] Shopify Champions  [10:10] Tips for marketers  [12:00] An experience that defines you: Being raised in Sinaloa  [12:55] Advice to your younger self: Don't wait for permission  [13:35] A topic marketers need to learn more about: AI for decision-making  [14:45] What are you curious about: How new communities are being created  [17:10] Largest opportunity for marketers today: Becoming a "way maker"  [18:05] One-way agentic AI will fundamentally change how we shop in the next year    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Génesis Miranda Longo and Shopify:  Génesis Miranda Longo on LinkedIn  Shopify on LinkedIn    Connect with Alan Hart and Deloitte Digital:  Connect with Alan Hart on X  Connect with Alan Hart on LinkedIn  Connect with Deloitte Digital on LinkedIn  Connect with Deloitte Digital on Instagram  Connect with Deloitte Digital on YouTube  Connect with Deloitte Digital on Threads

    20 min
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Join Alan B. Hart as he dives into conversations with the world's leading chief marketing officers and business innovators. Tune in to get inspired by the stories and experiences of marketing visionaries—and stay ahead of the curve.

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