Marketing Beyond with Alan B. Hart

Alan B. Hart
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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.

  1. −1 h

    50: The future of fandom and its impact on brands: Insights from Electronic Arts GM and Senior Vice President of Global Marketing Andrea Hopelain

    Fandom is evolving from passive consumption to active participation, creating new opportunities for brands to connect with consumers in authentic ways. In this episode, Andrea Hopelain, GM and senior vice president of global marketing at Electronic Arts (EA), shares how brands can leverage fandom by showing up where today's consumers are already creating, connecting, and building community. She explains what marketers can learn from this model and how they can take advantage of this space.  While Andrea believes brand reach still matters, she says meeting consumers in participatory spaces can take the connection to the next level. The conversation also explores how marketing teams can harness live signals, audience behavior, and social interaction insights to create fan experiences that feel more personalized, culturally grounded, and natural to the people they want to reach. Andrea says the biggest opportunities come from building with audiences, not just broadcasting to them.    Key highlights:  [00:00] Introduction  [01:20] Leadership lessons learned on the soccer pitch  [02:30] Andrea's path to EA  [04:45] The evolution of fandom  [07:05] Brand marketing opportunities in fandoms  [08:45] EA as a platform  [10:20] Live data integration in gaming  [11:45] Past experience that defines you: Moving a lot as a child  [12:50] Advice to your younger self: Understand the bottom line   [14:50] A topic you're trying to learn more about: Nurturing plants  [15:45] Latest curiosities: Balancing AI and human judgment  [17:10] Largest potential opportunity: Community and belonging    Resources mentioned:    EA    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Andrea and EA:  Andrea on LinkedIn  EA 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

    50: The future of fandom and its impact on brands: Insights from Electronic Arts GM and Senior Vice President of Global Marketing Andrea Hopelain

  2. 5 aug.

    49: Inside the Shifts Shaping CMO Roles and Hiring: Insights from Spencer Stuart's Marketing, Sales & Communications Officer Practice Leader, Richard Sanderson

    How are the expectations for CMOs evolving?  In this episode, Richard Sanderson, Spencer Stuart's marketing, sales & communications officer practice leader, returns to the podcast to discuss how CMOs and other marketing leaders can address the growing pressure from boards and CEOs to demonstrate clearer business impact.   Richard breaks down the competing forces that are shaping and amplifying that pressure:   The expectation to connect their work more directly to enterprise value  The need to align structure, scope and skills to specific business challenges  And the expectation to deliver growth, efficiency, brand, trust, and customer experience.   He dives deeper to discuss how AI is reshaping the marketing function—especially in larger companies, where executives and stakeholders are growing impatient to see experimentation turned into measurable results. Richard provides experience-based recommendations for how CMOs can harness AI for a positive impact on both their department's efficacy and the customer experiences they deliver.  Richard also reveals the qualities he sees that set stronger marketing leaders apart, including an enterprise-wide perspective, close collaboration with CFOs and hands-on AI literacy. This episode offers practical strategies to help marketing leaders navigate and satisfy these changing expectations.    In this episode, you'll hear:  How CMOs can tie marketing more directly to enterprise value  Why marketing teams may want to embrace AI-driven change at the infrastructure level  What sets CMOs apart in a rapidly changing business landscape    Key highlights:  [00:00] Introduction  [02:00] Turning 50  [03:40] Today's C-suite hiring trends  [05:05] What CEOs look for in a CMO  [07:15] Balancing growth and efficiency, with AI  [15:50] How a CMO's scope has changed  [21:05] Chief marketing officer, or chief customer officer?  [25:10] What separates a thriving CMO from a struggling CMO  [28:45] Leading while being a teammate  [29:10] What CMOs need to study right now: Organizational design  [31:15] How CMOs can tackle AI-driven change  [34:20] Largest potential opportunity for CMOs: Embracing transformation    Resources mentioned:    Spencer Stuart     Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Richard and Spencer Stuart:  Richard on LinkedIn  Spencer Stuart on LinkedIn    Connect with Alan Hart and Deloitte Digital:     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

    49: Inside the Shifts Shaping CMO Roles and Hiring: Insights from Spencer Stuart's Marketing, Sales & Communications Officer Practice Leader, Richard Sanderson

  3. 29 juli

    48: Building an interconnected CRM experience: Insights from Ford Motor Company Consumer CRM Lead Kim Reedy

    How can you deploy an end-to-end CRM strategy that keeps pace with complex, evolving customer journeys?   In this episode, Ford Motor Company Consumer CRM Lead Kim Reedy explains why she views CRM as an end-to-end capability that connects a businesses' strategy, creative, execution, analytics and internal stakeholders. Kim reflects on her path from marketing to agency work and then to the client side, and how those experiences shaped her strategic approach to automotive CRM transformation: Start by tackling smaller, specific opportunities to improve dynamic elements of the customer journey, rather than trying to overhaul everything at once.   Kim discusses her view of AI as a practical assistant for targeting, timing and creative scale, while emphasizing the need for ongoing human oversight and talent upskilling. Her key insight for marketers: When teams align the right data, process, technology and operating model around a clear business objective, they can create more relevant, impactful customer experiences, even in a market where loyalty is under pressure.    In this episode, you'll hear:  How deeply intentional, collaborative, end-to-end CRM transformation can have a big impact  Why customer engagement journeys are no longer linear, and how marketing can adapt   Ways AI can help marketing teams target better, move faster and scale personalized content, but only when the right people and processes are in place    Key highlights:  [00:00] Introduction  [01:15] Being a dance mom  [02:45] Kim's path to Ford  [04:10] Moving from agency side to client side  [05:00] What CRM at Ford looks like  [07:00] Automotive CRM transformations over the years  [11:00] The evolving impact of AI  [13:25] Keeping humans at the helm  [16:50] A shift in the loyalty paradigm  [22:00] Advice to your younger self: Do things that are uncomfortable   [22:50] A topic you're trying to learn more about: Automating daily tasks  [24:45] Latest curiosities: AI and creativity  [28:20] Largest potential opportunity: Rethinking organizational processes    Resources mentioned:    Ford    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Kim and Ford Motor Company:  Kim on LinkedIn  Ford Motor Company 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

    48: Building an interconnected CRM experience: Insights from Ford Motor Company Consumer CRM Lead Kim Reedy

  4. 22 juli

    47: Thoughtful CRM at omnichannel scale: Insights from GFiber Customer Communications Lead Trish Magnetico

    How can you balance urgency, relevance and restraint in omnichannel customer messaging? In this episode, Trish Magnetico, customer communications lead at GFiber, a high-speed broadband internet service provider, shares how her team infused marketing into their new customer relationship management (CRM) approach through SMS and push notifications. She discusses how her team uses data, testing and consent-aware channel choices to focus on quality over quantity, to increase engagement across formats. Major platform migrations, she says, can also activate necessary transformation for delivery strategy, message design and data hygiene infrastructure across new and existing customer communication channels.  GFiber's Trish Magnetico shares how to scale customer communications without creating noise, using testing, data, and channel-specific choices to prioritize quality over volume.  Trish says omnichannel CRM at scale depends on marketing and engineering working closely together. She explains that this joint effort joint effort is particularly important when using sensitive customer information to deliver targeted, personalized experiences that stand out among the dozens of daily marketing communications customers receive across SMS, email and more. Noting how one signal can create multiple customer touchpoints, Trish encourages leaders to stay disciplined with scope, not to get hung up on volume and pay close attention to what customers communicate in support feedback, as this can reveal the right messages to send via the right channel, at the right time and for the right reasons. That's how CRM marketing can create impact.   In this episode, you'll hear: Why smarter channel choices can matter more than message volume  Practical steps to rethink your CRM at scale in the face of major platform changes  How marketing and engineering can work as one team to protect trust and increase engagement for memorable customer experiences   Key highlights:  [00:00] Introduction  [01:20] Raising competitive athletes  [02:45] Trish's path from biological anthropology to CRM  [05:55] The importance of a strong digital footprint  [07:15] What makes SMS and push notification marketing different  [10:05] Data retention during platform migration  [13:05] Rebuilding a CRM program  [15:05] Lessons from scaling omnichannel growth  [17:30] An experience you learned from: Meeting a life partner  [19:35] Advice to your younger self: Everything is not a fire drill   [21:00] A topic you're trying to learn more about: Crafting and jewelry making  [22:10] Latest curiosities: Rethinking the future of marketing  [23:45] Largest potential threat: Not spending enough time with the data    Resources mentioned:    GFiber    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with GFiber:  GFiber 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

    47: Thoughtful CRM at omnichannel scale: Insights from GFiber Customer Communications Lead Trish Magnetico

  5. 15 juli

    46: How Salesforce powers AI-enabled marketing: Insights from Salesforce Chief Customer Officer for Agentforce Marketing Kevin Siminski

    What if the biggest shift in marketing isn't about chasing the next AI tool, but about making the systems and data that marketers already use work together more intelligently?  This episode takes a slightly different angle on marketing transformation. Instead of talking with a brand marketer about how their team utilizes AI, we hear from Salesforce's Chief Customer Officer for Agentforce Marketing Kevin Siminski about how the technology provider is working to reduce complexity, connect data and make AI more practical for everyday marketing work.  Kevin starts by busting two myths that shape how many teams think about Salesforce: Marketing Cloud Engagement is not going away, and marketers do not have to face a challenging migration or choose between B2B and B2C capabilities to move forward.   He explains how Salesforce is instead bringing those capabilities together in the same platform, so customers can adopt what they need without starting from scratch.  Then Kevin discusses the data foundation underneath that experience—how a shared foundation can make agentic AI more useful in practice and enable organizations to customize how those tools work together. Kevin also explores how connectivity and AI can reshape marketers' day-to-day work. Rather than suggesting a vague transformation, he points to a more practical future: developing campaigns efficiently, streamlining delivery and giving teams more control over where human judgment still matters.    In this episode, you'll hear about:  The top two myths about Salesforce marketing solutions, busted  How Salesforce is bringing B2B and B2C capabilities together in the same platform  Why a shared data foundation can make agentic AI more useful in marketing  Ways AI could help automate campaign brief and orchestration tasks, shortening timelines without removing human judgment    Key highlights:  [00:00] Introduction  [01:30] The value of taking a gap year  [04:05] Kevin's path back to Salesforce  [05:35] Agentforce Marketing's impact  [06:40] Driving product adoption in a changing world  [09:10] Connecting MarTech platforms with strong data  [11:50] Embracing the future of headless CMS  [13:10] Combining AI agents into a "super agent"  [15:30] The autopilot metaphor  [18:10] Early career moments: Engineering in the telecom world  [20:45] Advice to your younger self: Listen more intentionally   [22:05] A topic you're trying to learn more about: Agentic AI's rapid growth  [23:10] Latest curiosities: The evolution of the trades and hands-on work  [26:25] Largest potential threat: Accelerating AI adoption without governance    Resources mentioned:    Salesforce Agentforce Marketing  Salesforce Data 360    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Kevin and Salesforce:  Kevin on LinkedIn  Salesforce 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

  6. 8 juli

    45: Scaling relevance: Insights from Visa Senior Vice President of Marketing, Kevin Skirde

    Marketers are being pushed to do more than run campaigns. They are being asked to build relevance, personalize at scale and make every interaction feel more relevant to the individual. That shift requires a different kind of leadership, one grounded in adaptability and curiosity.  In this episode, Visa Senior Vice President of Marketing Kevin Skirde reflects on a career shaped by experimentation. He said that taking roles he did not initially see himself in helped build a strong foundation for leadership, including learning how to be comfortable in the uncomfortable and turning complex information into clear strategy for executives. That mindset carries into how he thinks about teams. Skirde points to culture, high-performing teams and relationships as core drivers of effectiveness, saying strong outcomes depend not just on ideas but on the people and environment that bring them to life.   On marketing and artificial intelligence (AI), Skirde says the technology can automate repetitive tasks and help smaller companies compete more effectively. At the same time, it raises the premium on human judgment, strategy and relevance. As marketing shifts toward more continuous, one-to-one journeys, the real advantage comes from understanding what matters to each individual, and creating connections that feel personal rather than interruptive.    In this episode, you'll hear about how:  The strongest marketing feels personal, relevant and built around real consumer interests  Complexity becomes an advantage when teams simplify it into clear, actionable value  AI is raising the premium on human judgment and leaders who can build effective strategies, shifting from execution to direction and better outcomes    Key highlights:  [01:15] Introduction and a fear of flying  [05:11] Kevin Skirde's path to Visa  [05:45] Learning through career experiments  [06:45] American Express lessons: Precision, loyalty and operating mindset  [07:35] Startup lessons  [08:20] Leadership, culture and high-performing teams  [18:00] Making sense of marketing complexity  [23:05] From interruption to relevance   [26:25] An experience that defines you: Missing one path and finding the right one   [31:05] Advice to your younger self: Have fun, be patient, keep learning  [32:35 A topic you're trying to learn more about: Retirement and purpose  [35:45] Latest curiosities: The future workforce for the next generation  [41:50] Largest opportunity or threat: AI and the rising value of human judgment    Resources mentioned:    Visa    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:  Kevin Skirde on LinkedIn  Visa 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

  7. 1 juli

    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

  8. 24 juni

    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

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