Marketing Beyond with Alan B. Hart

Alan B. Hart
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  • MARKETING
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Marketing Beyond with Alan B. Hart

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.

Episodes

  1. 5: Using ‘fan truths’ to drive a fast-food renaissance: Insights from Tariq Hassan, chief marketing and CX officer at McDonald’s USA

    MAR 19

    5: Using ‘fan truths’ to drive a fast-food renaissance: Insights from Tariq Hassan, chief marketing and CX officer at McDonald’s USA

    Tariq Hassan is a proud girl dad, a transformational leader, and the  chief marketing and customer experience (CX) officer at McDonald’s USA. Before joining McDonald’s, Tariq spent over 20 years in global marketing, communications, innovation, and consumer insights. Before moving into his first chief marketing officer role at Petco, he held marketing and brand leadership roles at HP, Omnicom Group, and Bank of America. Since joining McDonald’s in 2021, Tariq has led the post-pandemic marketing efforts, including digital, media, CRM, brand content and engagement, consumer insights, and menu strategy to create holistic and compelling brand experiences for customers across nearly 14,000 McDonald’s restaurants in the US.  On today’s show, Alan and Tariq discuss Tariq’s career at McDonald’s and how he has helped bring the iconic brand into the digital future. They also explore how McDonald’s has modernized its approach to digital engagement and solidified its cultural relevance by mindfully using data and digging deep into “fan truths.” Tariq shares the four key areas that fueled this transformation: influencing food culture, deeply engaging with fans, leveraging data for personalization, and using McDonald’s influence to shape cultural moments.   In this episode, Alan and Tariq also explore the return of McDonald’s beloved characters and the leadership lessons Tariq is taking with him as he moves on to his next career venture. Tariq opens about his personal experiences, including navigating the college search as a dad and how his daughter’s cancer journey influenced his outlook. Finally, he offers advice to brand leaders, reflects on AI’s growing role in marketing, and highlights food culture as a key trend for the future.  Key quotes: “Data is a currency, it’s a language, it’s a form of connecting with [Gen Z], and if you do it the right way and provide value, then they return that value with a deeper relationship.” - Tariq Hassan, Chief marketing and customer experience officer, McDonald’s USA    “At McDonald’s, we’re guided by what we call fan truths. These truths are about understanding the unique moments, those connections, that our fans have [with our brand].” - Tariq Hassan, Chief marketing and customer experience officer, McDonald’s USA “As brand leaders, you drive clarity of your values, you're transparent with those, and then you lead with actions.” - Tariq Hassan, Chief marketing and customer experience officer, McDonald’s USA In this episode, you'll learn:  Why consistency is key to maintaining brand integrity  Strategies for building deeper customer relationships through personalization   Tips for embracing digital transformation and data-driven marketing  Key highlights:  [01:24] Experiencing the college search as a dad  [03:35] Tariq’s career path to McDonald’s   [07:28] Applying a customer-focused lens across industries  [08:54] Where to start when stepping into an iconic brand  [10:40] Four key areas driving McDonald’s modernization  [12:43] The return of McDonald’s classic characters and their impact  [17:18] The journey of McDonald’s digital transformation  [20:15] Understanding the scale and reach of McDonald’s  [21:11] Advice to brand leaders on navigating social, health, and other major events  [24:24] Leadership principles Tariq is leaving at McDonald’s as he moves on  [27:50] An experience from your past that defines you: his daughter's cancer journey  [30:36] Advice to your younger self: trust your gut, find mentors, take a step back  [32:08] A topic that you and other marketers need to learn more about: Generative AI  [34:50] Trends or subcultures others should follow: food culture  [36:15] Largest opportunity or threat to marketers today: data    Resources mentioned:    Tariq Hassan  McDonald’s  Career stops: Agencies – Darcy, Leo Burnett, FCB, Omnicomm. Brands: HP, Bank of America, Petco McDonald’s Celebrity Meals  Hamburglar Hits the Road  Grimace’s Birthday  McDonald’s Mobile App Success  “It’s not just you: McDonald’s really was everywhere this year” (CNN)    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Tariq Hassan and McDonald’s:  Tariq Hassan on LinkedIn   Tariq Hassan on X   McDonald’s on X   McDonald’s on Instagram     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       Post-production credits:   Integrity Media Solutions LLC

    39 min
  2. 4: Unleashing growth with the ‘yes, and’ strategy with Jenn Garbach, CMO at PNC Bank

    MAR 5

    4: Unleashing growth with the ‘yes, and’ strategy with Jenn Garbach, CMO at PNC Bank

    Jenn Garbach is the chief marketing officer at PNC Bank, where she leads a team of approximately 200 marketing professionals. Her team focuses on brand and line-of-business marketing, paid and social media, direct marketing, and digital marketing strategies. She also helps oversee the bank's relationship with Arnold Worldwide, PNC’s integrated marketing and advertising agency of record. With over 20 years of experience in financial and professional services, Jenn has worked across marketing, product management, strategy, technology, and customer experience. She began her career at Deloitte Consulting, and before joining PNC in June 2023, she held leadership roles at PayPal, Capital One, and Thomson Reuters.   On today’s show, Alan and Jenn discuss her career journey, her initial goals upon joining PNC and the complexities of launching a new brand for a 160-year-old organization. They explore how marketing, often seen as “just pretty pictures,” is actually a key growth driver, a concept they refer to as “The Big M.” Jenn also breaks down the fundamental premise and strength of the “Yes, And” model and how it fuels innovation and collaboration. Looking ahead, they discuss AI preparedness and its impact on marketing.     Key quotes:  “You can’t just go out with a really funny, creative ad campaign and hope that it’s going to do the job. You have to live your brand every single day—and the products, services, experiences we are bringing to market.” - Jenn Garbach, CMO at PNC Bank  “You hear me use that word ‘engine.’ That’s really the aspiration. Moving from a place where we may be operated as a delivery function to a place where marketing is seen as an investment of growth—marketing as an engine to drive business outcomes.” Jenn Garbach, CMO at PNC Bank  “It’s not just about getting to the summit; it's the process we go about and the collective victory.” Jenn Garbach, CMO at PNC Bank    In this episode, you'll learn:  Strategies to gain a competitive edge   Tips to enhance your marketing efforts using data-driven techniques  How to transform your team into powerful change agents    Key highlights:  [01:28] Jenn’s first job as a cart pusher  [02:48] Jenn’s career path  [06:19] Initial goal when joining PNC  [07:00] What is involved in launching a new brand  [08:45] “Brilliantly Boring” tagline  [12:51] Where does marketing go at PNC now?  [15:07] How people become a great change agent  [21:10] An experience from your past that defines you: studying abroad.  [23:50] Advice to your younger self   [25:05] A topic that you and other marketers need to learn more about: AI preparedness  [28:10] Trends or subcultures others should follow: Super Bowl   [30:22] Largest opportunity or threat to marketers today: pace of change     Resources mentioned:    Jenn Garbach   PNC Financial   Brilliantly Boring at PNC   Boring is Essential (Launch Video)     Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Jenn Garbach and PNC Bank:     Jenn Garbach on LinkedIn    PNC Bank on X    PNC Bank on Instagram      Connect with Alan Hart and Deloitte Digital:     Alan on X   Alan on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads       Post-production credits:   Integrity Media Solutions LLC

    34 min
  3. 3: Transforming marketing with 3D spatial data: Insights from Tom Klein, CMO at Matterport

    FEB 19

    3: Transforming marketing with 3D spatial data: Insights from Tom Klein, CMO at Matterport

    Tom Klein is the Chief Marketing Officer at Matterport. He brings more than 20 years of experience spearheading marketing efforts for some of the world’s leading brands and has a passion for operating at the intersection of marketing and technology. Before Matterport, Tom served as the Global Chief Marketing Officer of Mailchimp, where he led the company’s go-to-market efforts and the brand, product, campaign, and content teams. In 2017, Adweek recognized Tom as one of the 50 Most Indispensable Executives in Marketing, Media, and Tech. Before joining Mailchimp, Tom founded and became CEO of Digital Scientists, a digital marketing and software development firm. He is also the co-author of the book, Enterprise Marketing Management: The New Science of Marketing.   Matterport is a technology company specializing in 3D spatial data and virtual tour solutions. They provide a platform that enables users to digitize physical spaces into immersive, interactive 3D models known as digital twins. These digital replicas are widely used in real estate, construction, retail, and various other industries to improve visualization, design, and communication.  On today’s show, Alan and Tom dive into the world of Matterport and explore the diverse range of customers it serves. They unpack the complexities of Matterport’s go-to-market strategy, which seamlessly integrates an eCommerce platform, professional services, and a robust SaaS offering. The conversation also ventures into the future of property intelligence, shedding light on how these innovative solutions are transforming industries and redefining the way we understand and utilize spatial data.  “It can be very hard to reach the whole planet, but if you reach the people that are really the great communicators and connectors, that’s sort of a leverage point.”  In this episode, you'll learn:  The power of transforming complexities into a seamless experience for the customer  Strategies for marketing to a diverse and dynamic consumer base  What’s next for 3D spatial data technology  Key Highlights:  [02:22] Becoming a pro at refurbishing old houses   [03:31] How refurbishing skills are similar to marketing   [05:10] Journey to Matterport  [07:08] Solutions Matterport provides  [10:55] Data as a part of Matterport solutions  [16:18] How Matterport solutions get out to market  [21:50] What marketing looks like at Matterport  [23:56] Where the technology of Matterport is going  [28:02] An experience from your past that defines you  [30:37] Advice to your younger self  [32:38] A topic that you and other marketers need to learn more about  [35:12] Trends or subcultures others should follow  [37:45] Largest opportunity or threat to marketers today  Resources Mentioned:    Tom Klein   Matterport   Previous Marketing Today episode with Tom as CMO of Mailchimp   Property Marketing   Facilities Management   Design & Construction   Enterprise Marketing Management: The New Science of Marketing (2003 book by Tom)   Follow the podcast:    Listen on iTunes (link: http://apple.co/2dbdAhV)    Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa)    Listen on Spotify (Link: http://spoti.fi/2mCUGnC)    Connect with the Guest:    https://www.linkedin.com/in/tklein/   https://x.com/tomklein    https://x.com/Matterport   https://www.instagram.com/matterportmedia    Connect with Alan Hart, and Deloitte Digital:    Alan on X  Alan on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on Youtube  Deloitte Digital on Threads    Post-Production Credits:   Integrity Media Solutions LLC

    38 min
  4. 2: Driving paint trends with Behr's Color of the Year: Insights from Andy Lopez, SVP and Head of Global Marketing at Behr Paint Company

    FEB 5

    2: Driving paint trends with Behr's Color of the Year: Insights from Andy Lopez, SVP and Head of Global Marketing at Behr Paint Company

    Andy Lopez is the Senior Vice President and Head of North America Marketing at Behr and proud father to three children under the age of eight. At Behr, Andy leads the Brand Marketing department overseeing global B2C and B2B brand strategy, creative, media, PR, design, digital, innovation, consumer experience, and research. As the youngest Global Head of Marketing in Behr's 75+ year history, Andy has played a key role in maintaining BEHR’s position as the Most Trusted Paint brand in the U.S. and Canada. Before joining Behr, he held senior roles at leading global creative agencies such as Saatchi & Saatchi, and Project Worldwide, managing marketing strategies for Fortune 500 brands across diverse industries. Andy is recognized as one of the top marketers driving change in the industry.   On today’s show, Alan and Andy discuss Andy's career journey and the fascinating process behind Behr's Color of the Year program, from how the colors and their names are created to the marketing strategies that bring them to life. They also explore Behr's successful social media efforts, including their growing presence on TikTok, and their strong partnership with The Home Depot. In addition, Andy shares how Behr builds excitement and drives purchases across the paint category while staying at the forefront of consumer engagement.  “Strategize and make sure that we have collective marketing efforts that are really going to engage our DIY and professional audience the way that we feel like is truly going to make an impact and grow our businesses.”  In this episode, you will learn:  The secret behind the Color of the Year program, from selection to naming  Tips to successfully build your social media presence   Strategies to build and maintain a strong partnership  Key Highlights:  [01:32] Life as a father of 3 kids under the age of 8  [03:26] Career path  [04:54] Size and scope of Behr?  [06:24] Why the Color of the Year (COTY) program began  [07:41] How the COTY is chosen   [09:10] How the name for the COTY is picked  [11:08] Driving interest and purchases across the paint category with COTY  [14:41] Achieving success on Tik Tok  [16:46] Partnership with The Home Depot  [18:53] A past experience that defines you  [20:27] Advice to your younger self  [21:17] A topic that you and other marketers need to learn more about  [22:54] Trends or subcultures others should follow  [25:04] Largest opportunity or threat to marketers today  Resources Mentioned:    Andy Lopez   BEHR   BEHR Color of the Year   Partnerships with Olive & June for nail polish   TikTok “To DIY for” Series   The Home Depot & BEHR     Follow the podcast:    Listen on iTunes (link: http://apple.co/2dbdAhV)    Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa)    Listen on Spotify (Link: http://spoti.fi/2mCUGnC)    Connect with the BEHR and Andy Lopez:    https://www.linkedin.com/in/andrewstevenlopez/   https://x.com/BehrPaint   https://www.tiktok.com/@behr   Connect with Alan Hart, and Deloitte Digital:    Alan on X  Alan on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on Youtube  Deloitte Digital on Threads      Post-Production Credits:   Integrity Media Solutions LLC

    27 min
  5. 1: Marketing meets public policy at Neara: Insights from Mary Cleary, VP of Marketing, Communications & Public Policy

    JAN 22

    1: Marketing meets public policy at Neara: Insights from Mary Cleary, VP of Marketing, Communications & Public Policy

    Mary Cleary is the VP of Marketing, Communications, and Public Policy at Neara. Under her leadership, Neara has grown from its Australian roots to establish significant presences in Europe and the U.S. Mary's unique approach to marketing in risk mitigation reflects her deep sensitivity and empathy, honed through her diverse career journey. Beginning in mergers and acquisitions at Rothschild, Mary discovered her passion for being an operator and marketer, which led her to roles in product marketing and communications at companies like MediaMath, News Corporation, and Frame AI. With a B.A. in Entrepreneurship and History from NYU, and even an early stint as a PR intern for Zac Posen, Mary brings a rich tapestry of experiences, driving innovative strategies and meaningful impact in the complex landscape of AI-powered infrastructure solutions.  Neara is an infrastructure modeling platform revolutionizing how utility companies prevent outages and enhance transmission capacity. Recognized as one of TIME's 100 Most Influential Companies, Neara stands out for its transformative impact on utilities worldwide, enabling them to mitigate weather-related risks and improve resilience against potential disruptions. Beyond risk management, Neara’s advanced AI network modeling is a pivotal tool in advancing the global clean energy transition, helping utilities identify and address risks swiftly, assess the scope of potential issues, and streamline communication with policymakers to drive timely and informed decisions.  On today’s show, Alan and Mary explore how the intersection of marketing and public policy shapes her strategic approach at Neara. They discuss the unique challenges of marketing in a regulated industry, highlighting the intricate balance required to navigate both compliance and creative engagement. They also discuss the complexities of managing international marketing activities and how the global scope amplifies these challenges. Additionally, they uncover how Neara leverages cutting-edge AI solutions to enhance their marketing strategies, utilizing marketing AI tools to drive innovation and efficiency in reaching their target audience effectively.  In this episode, you'll learn:  The connection between public policy and marketing  The role empathy plays when marketing in a regulated global industry  Strategies to maintain customer trust and clarity when marketing a company powered by AI innovation  Key Highlights:  [01:39] Rescue dogs  [03:09] Career path to Neara  [07:43] What is Neara  [10:47] Marketing at Neara  [15:46] How public policy fits with marketing   [17:15] How marketing is different in a regulated industry   [19:00] Complexities of having an international scope  [21:09] Messaging and talking about AI  [24:30] An experience from your past that defines you  [26:46] Advice to your younger self  [27:19] A topic that you and other marketers need to learn more about  [28:52] Trends or subcultures others should follow  [31:54] Largest opportunity or threat to marketers today  Resources Mentioned:    Mary Cleary   Neara   No Dogs Left Behind (non-profit)   Founder of No Dogs Left Behind, Jeffrey Beri   Lawrence Lenihan   Zac Posen   Exit Five   The Food Lab (book) by J. Kenji Lopez-Alt   Gong Labs   Follow the podcast:    Listen on iTunes (link: http://apple.co/2dbdAhV)    Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa)    Listen on Spotify (Link: http://spoti.fi/2mCUGnC)    Connect with the Guest:    https://www.linkedin.com/in/mary-cleary-71212423/   https://x.com/Neara_Global   https://www.instagram.com/neara_global/   Connect with Marketing Beyond and Alan Hart:    Twitter Alan B Hart - http://twitter.com/abhart    LinkedIn Alan  - https://www.linkedin.com/in/alanhart    Post-Production Credits:   Integrity Media Solutions LLC

    35 min

  6. SEASON 1 TRAILER

    Introducing Marketing Beyond with Alan Hart

    We have a new look and name, Marketing Beyond with Alan Hart, brought to you by Deloitte Digital. Our previous series, Marketing Today, has evolved into something even bigger and better. We've expanded our team and boosted our global support to bring you the great content you love, plus so much more. Marketing Beyond will take you on a deeper journey into the future of marketing. We'll continue to go beyond the conventionalvand explore the strategies, technologies, and trends reshaping the marketing landscape.  We still want to inspire you to think differently and equip you with insights that empower you to be at the cutting edge of our industry. And each episode will bring you thought-provoking discussions with marketing leaders, visionaries, and innovators pushing the boundaries of what's possible. Whether it's exploring the impact of AI, sharing complex international marketing strategies, or diving into innovative digital transformations will cover it all. For those who have been with us since the Marketing Today days, rest assured Marketing Beyond builds on the strong foundation we've already established. You can find all the archived episodes of Marketing Today at MarketingTodayPodcast.com or by searching Marketing Today with Alan Hart in your podcast listening app of choice. So if you're curious, ambitious, and ready to redefine what marketing can be, you're still in the right place. Our first episode under Marketing Beyond Brand is coming to you on January 22nd. Be on the lookout for great content by visiting www.deloittedigital.com/us/marketingbeyond. Thank you for joining us on this exciting journey and welcome to Marketing Beyond with Alan.

    3 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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