Future of Consumer Marketing

The Global Talent Co.
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The future of consumer marketing is brought to you by The Global Talent Co.

  1. Scaling D2C Brands: YouTube, Amazon, Retail Measurement

    1H AGO

    Scaling D2C Brands: YouTube, Amazon, Retail Measurement

    In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Brett Curry, CEO of OMG Commerce, a performance marketing agency specializing in YouTube advertising and omnichannel growth for consumer brands. Since 2010, OMG Commerce has evolved from a general search marketing agency into a specialized growth partner for seven, eight, and nine-figure retail brands. Brett shares how his team creates measurable, incremental growth across YouTube, Meta, Amazon, and Google by combining rigorous testing frameworks, creative strategy, and multi-touch attribution. Through detailed case studies and tactical insights, Brett reveals how brands can unlock YouTube as a performance channel and build sustainable, profitable growth in the post-COVID e-commerce landscape. Topics Discussed: Building YouTube campaigns that drive measurable in-store retail sales Using geo-testing and incrementality studies to prove channel effectiveness Scaling D2C brands by unlocking YouTube as a performance channel alongside Meta Leveraging AI for client sentiment tracking and creative development Navigating agency growth through the COVID boom and post-COVID correction Structuring omnichannel measurement across D2C, Amazon, and retail Developing creative frameworks for high-performing YouTube ads Building data science capabilities within a mid-size agency

    33 min
  2. How AI Trained on 75M Tickets Optimizes Event Marketing

    1H AGO

    How AI Trained on 75M Tickets Optimizes Event Marketing

    In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Markus Hetzenegger, Founder & CEO of NYBA Media. NYBA is transforming how the live entertainment industry approaches ticket sales by bringing performance marketing precision to an industry that traditionally relies on unmeasurable old-school advertising. Starting from promoting small university events in Germany, Markus has scaled NYBA to sell over 75 million tickets for artists ranging from Coldplay and The Weeknd to Cirque du Soleil and BBC Earth Experience. By leveraging proprietary AI trained on years of campaign data, NYBA delivers measurable ROI in a market where promoters often invest millions without knowing which marketing efforts actually drove ticket sales. Topics Discussed: Building a performance marketing model for live entertainment ticket sales Leveraging AI trained on 75+ million ticket sales to optimize campaign strategy Scaling a B2B marketing agency from Germany to UK, US, and Middle East markets Creating automated infrastructure to enable lean team operations at scale Discovering unexpected audience behaviors on TikTok for family entertainment and niche genres Structuring long B2B sales cycles through education and case study marketing Adapting campaign strategies based on artist relevance, venue size, and budget allocation

    23 min
  3. Building mainstream appeal while maintaining community authenticity

    2D AGO

    Building mainstream appeal while maintaining community authenticity

    In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Roxy Young, Former Chief Marketing & Consumer Experience Officer at Reddit. Roxy brings a unique perspective to consumer marketing - she's a self-described "pragmatic brand marketer" who started her career in finance and built her expertise through the most quantitative side of marketing before evolving into brand leadership. Over eight years at Reddit, she helped transform the platform from a niche community for gamers and programmers into a mainstream product used by hundreds of millions globally. Her career spans iconic consumer brands including Netflix, Gap, and Sephora, where she learned that great brands aren't built on creative instinct alone—they're built on deep consumer understanding, conviction, and the discipline to evolve thoughtfully. Topics Discussed: Building mainstream appeal while maintaining community authenticity The evolution vs. rebrand framework for brand transformation Quantitative approaches to brand marketing Navigating consumer backlash during brand evolution Understanding consumer needs as the timeless marketing skill Managing "the Internet" as a key stakeholder Direct response marketing as a foundation for brand thinking

    25 min
  4. From Tech to Beauty: Scaling Without Owned Retail Locations

    FEB 9

    From Tech to Beauty: Scaling Without Owned Retail Locations

    In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Jana Kleemeier, Senior Director of Creative & Brand Marketing at True Botanicals. True Botanicals is challenging the false dichotomy between clean beauty and high-performance skincare in a market where premium brands typically sacrifice ingredient transparency for efficacy. Operating in a space where consumer skepticism around "clean" claims runs high due to rampant greenwashing, Jana shares how True Botanicals leverages clinical science, sensorial product design, and authentic creative execution to build a luxury brand that refuses to compromise on either performance or sustainability—all while navigating the cultural shift away from digital-first marketing toward experiential, analog brand building. Topics Discussed: Bridging the clean beauty performance gap in premium skincare Leveraging clinical studies and science-backed messaging to overcome consumer skepticism Building brand credibility through word-of-mouth in a crowded beauty market Capturing the new and expecting mother demographic through ingredient transparency Navigating the tension between AI efficiency and authentic brand storytelling Adapting marketing strategy to the cultural countermovement away from screen time Scaling a luxury beauty brand through strategic retail partnerships versus owned stores Maintaining creative authenticity in an increasingly AI-generated content landscape

    26 min
  5. Turning an IPO Into a Multi-Week Demand Gen Campaign

    JAN 23

    Turning an IPO Into a Multi-Week Demand Gen Campaign

    In this episode of The Future of Marketing, host Andres Figueira interviews Erika White, Chief Marketing Officer at Navan, the leading all-in-one business travel and expense management platform. Navan is disrupting the antiquated corporate travel industry by bringing consumer-grade personalization to business travel—enabling employees to book trips as seamlessly as their personal travel while maintaining compliance and giving finance teams real-time visibility. After going public in October, Navan is scaling its marketing organization globally while maintaining an in-person culture that mirrors the in-person connections their product facilitates. Erika shares how she's building a unified global marketing function, leveraging AI for brand consistency at scale, and creating demand in a $185 billion addressable market dominated by legacy solutions. Topics Discussed: Globalizing a disparate marketing organization across US and EMEA markets Orchestrating a high-impact IPO marketing campaign as a demand generation event Building an in-person marketing culture that reflects the product's value proposition Training custom LLMs on brand voice for scalable content creation Allocating marketing budget toward upmarket demand generation and sales enablement Leveraging out-of-home advertising contextually for business travelers Expanding from travel into expense management and payments during COVID

    30 min
  6. Private Label Marketing: When Consumers Don't Know Your Brand

    JAN 22

    Private Label Marketing: When Consumers Don't Know Your Brand

    In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Sarah Qualters, VP of Marketing at Rack & Riddle Custom Wine Services. As the #1 custom sparkling wine producer in the U.S. with 3.5 million cases of capacity, Rack & Riddle operates behind the scenes, producing sparkling wine for over 400 clients who sell it under their own labels. Sarah shares how she's building a marketing function from scratch in a B2B2C business model where most consumers have never heard of the brand—yet have likely enjoyed their wines at retailers like Trader Joe's, Kroger, and Albertsons. With just a two-person marketing team, she's establishing innovation processes, navigating complex multi-stakeholder decision chains, and identifying white space opportunities in a market dominated by European imports. Topics Discussed: Building marketing infrastructure in a company that operated without a marketing team for 18+ years Navigating B2B2C marketing across winemakers, distributors, retailers, and consumers Establishing innovation processes to capture emerging trends (premixed cocktails, alcohol-removed wines) Managing stakeholder marketing across the three-tier alcohol distribution system Leveraging AI for efficiency with a lean marketing team Identifying market gaps in domestic vs. imported sparkling wine

    29 min
  7. How Pluto TV Wins Niche Communities Without Ad Spend

    JAN 22

    How Pluto TV Wins Niche Communities Without Ad Spend

    In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Isabella Sobieski, Director of Brand and Marketing at Pluto TV. Pluto TV is competing in one of the most crowded entertainment landscapes by positioning itself as the anti-subscription streaming service - completely free, always. Operating across 36 countries since being acquired by Paramount in 2019, Pluto TV faces a unique challenge: convincing consumers accustomed to Netflix's on-demand model or traditional TV's familiarity that there's a third way. By treating content curation as community building, leveraging nostalgia as a psychological trigger, and finding white space in niche content markets, Pluto has carved out a sustainable position in an oversaturated streaming market. Topics Discussed: Building a free streaming service in a subscription-dominated market Using niche content verticals to create loyal audience segments Leveraging psychological triggers like nostalgia and recognition in product design Competing for attention without traditional marketing budgets Adapting marketing strategies across culturally diverse markets (US, Latin America, Europe) Converting influencers and content creators into distribution partners Operating lean marketing teams through strategic agency partnerships

    34 min
  8. Marketing Crypto Casinos: Trust Over Traditional Ads

    12/29/2025

    Marketing Crypto Casinos: Trust Over Traditional Ads

    In this episode of The Future of Marketing, host Anders Figueira interviews Tyler Axon, Head of Growth at BetHog, a crypto casino and sportsbook from the founders of FanDuel. BetHog is entering one of the most challenging marketing environments imaginable: combining crypto and gambling regulations while competing against established giants like Stake. With just 15 people, BetHog is building trust in a space flooded with anonymous crypto casinos by leveraging their team's FanDuel pedigree, pioneering AI-powered gaming experiences, and completely reimagining digital marketing playbooks for Web3 consumers. Tyler shares how they're navigating the shift from traditional regulated betting to global crypto gambling, where wallet data replaces credit cards, influencer marketing trumps TV commercials, and ChatGPT rankings matter as much as Google SEO. Topics Discussed: Marketing crypto gambling under dual regulatory constraints Building trust and brand legitimacy in anonymous crypto casino markets Transitioning from Web2 (traditional betting) to Web3 (crypto) marketing strategies Product-first growth philosophy and timing market entry Leveraging AI for product differentiation and viral marketing content Adapting acquisition channels for crypto-native consumers Using founder credibility and transparency as marketing tools Token economics and airdrop programs as retention mechanisms

    30 min
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The future of consumer marketing is brought to you by The Global Talent Co.

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  • Creator
    The Global Talent Co.
  • Years Active
    2024 - 2026
  • Episodes
    155
  • Rating
    Explicit
  • Copyright
    © Copyright 2024 All rights reserved.
  • Show Website
    Future of Consumer Marketing