Great brands aren't built on slick slogans or shiny design files. They’re built on people. In this episode of Big Brand Love, Mike Leon sits down with Josh Siegel—a multi-time Head of People and Culture whose career spans from marketing powerhouses like AB InBev and The Weather Network to the nonprofit world. Together, they unpack why love for a brand always starts on the inside, and how intentional culture, deep mission, and authentic storytelling turn an organization into something remarkable. In this conversation, they dive into: From B2B Marketing to Culture Leadership: Why the biggest lever for business growth always comes back to great people and a thriving internal culture.The Secret to Internal Brand Love: How to connect team members to a bigger mission—even in unglamorous categories—and why a lack of employee passion is a failure of storytelling, not attitude.The Founder’s "Why" & Scaling Without Breaking: How early-stage culture takes root, and how to protect your brand truth from weak leadership hires, misaligned investors, and operational noise as you grow.AI as a Cultural Amplifier: How technology is already shifting workflow design, and why AI will either free your people for high-impact creative work or just scale bad processes faster.The Future of Work: Why curiosity, adaptability, and surrounding yourself with "energy adders" matter far more than front-loaded functional knowledge in a fast-changing world.Whether you're scaling a team, refining your internal story, or looking to reignite passion across your organization, this episode is packed with practical wisdom on how to love and develop your people first. About Our Guest: Josh SiegalPeople & Culture Executive Josh has led a multi-disciplinary career as a HR & OE Executive, global marketing/sales professional and most recently as a senior not-for-profit community leader. At the core of Josh's work is driving the alignment of people, purpose, and strategy. He has had the pleasure of driving this alignment at some of Canada’s most successful tech scale-ups and sharing his insights while instructing at multiple post-secondary institutions. In addition to his professional work, Josh has continually given back to his communities as both a board member for the Prosserman & Schwartz Reisman JCCs, and participant in the Princess Margaret Cancer Foundation's Fight to End Cancer. Josh firmly believes that we as humans perform best when body, mind, and soul are deeply aligned. That's why he also has a deep love for martial arts, yoga, pilates, and of course, walking his little 7-pound bundle of joy and terror, Psylocke the Morkie.
