Beyond the Brief

Model B
  • 5.0 (1)
  • Marketing
  • Updated Bimonthly

The Beyond the Brief podcast connects with the world's most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.

  1. 2d ago

    Promise, Deliver, Repeat: Hillery Shay's Case for Owning the Whole Experience

    Summary In this episode, Hillery Shay, Chief Marketing & Experience Officer at Children's Minnesota, shares her journey from fine arts photography to healthcare marketing, emphasizing the importance of storytelling, experience, and community engagement in healthcare. Discover how her innovative strategies and leadership are transforming pediatric care and hospital branding. Keywords Healthcare Marketing, Pediatric Care, Experience Design, Community Engagement, Brand Strategy, Children's Minnesota, Storytelling, Patient Experience, Healthcare Leadership Key  topics Hillery Shay's career journey from photography to healthcare marketing The importance of storytelling and experience in healthcare Strategies for community engagement and brand differentiation in pediatric care Sound bites "Kids are not little adults; they go through transformations." "Experience in healthcare is about what people feel and live." "Look through every lens in the bag to see every perspective." Chapters 00:00 The Journey of a Storyteller 02:49 Children's Minnesota: An Independent Pediatric Care Provider 05:46 Navigating Challenges Post-Pandemic 08:41 Building a Culture of Experience and Equity 11:54 The Role of Marketing in Pediatric Care 14:47 Establishing Expertise and Community Trust 22:51 Navigating Pediatric Healthcare: The Importance of Wayfinding 27:45 Transforming Marketing in Healthcare: A New Approach 30:31 Building Relationships with Physicians: Effective Communication 35:02 The 'Raise Them Up' Campaign: Unifying Community Efforts 40:18 Devotion to Children: The Next Phase of Engagement 41:53 Mentorship and Leadership: Lessons Learned Resources Children's Minnesota - https://www.childrensMN.org/ Haverford College Special Collections - https://www.haverford.edu/ Hillery Shay’s LinkedIn - https://www.linkedin.com/in/hilleryshea/

    1 min

  2. Jun 10

    The Learner Is the Story: Kyle Lacy on the Reframe That Unlocked Docebo's Brand

    In this episode, Kyle Lacy, Chief Marketing Officer at Docebo, shares his incredible journey from digital design to leading a public learning platform. He explores how organizations can unlock human potential through hyper-personalized, scalable learning ecosystems powered by AI, and the importance of shifting from traditional training models to continuous, context-aware development. Whether you're in HR, learning & development, or marketing, this episode offers sharp insights into future-proofing talent in an AI-driven world. Chapters 00:00 - Introduction to Kyle Lacy and his journey  01:30 - Transition to ExactTarget and SaaS leadership  02:50 - Growth at Lessonly and Seismic, and transition to Docebo  03:45 - Docebo’s mission and focus on skills development  04:50 - Kyle’s thoughts on writing books and their relevance today  06:07 - The evolution of marketing and the value of credibility via authorship  07:49 - Reflection on outdated marketing books and current tech landscape  09:05 - The origin of Docebo’s name and cultural ties  09:56 - Market segmentation for learning platforms  10:48 - Understanding the client’s buying committee  12:06 - The concept of skills currency and workforce planning  13:12 - The inadequacy of traditional talent management systems  14:49 - The importance of hyper-personalized learning paths  15:47 - Strategic messaging: industry focus and core value proposition  16:16 - The role of AI in creating and licensing content  17:35 - Managing external content and tracking informal learning  18:26 - Supporting organizational culture through personalized learning  19:11 - UX considerations and content delivery strategies 20:50 - Simplifying messaging: “Never stop learning”  21:20 - Building competitive advantage through human capital  22:22 - Making learning content inclusive (universities, non-profits) 23:51 - Improving creative briefs through real-time insights  25:02 - The learner as the core story of brand transformation  26:04 - Learning happening everywhere: practical examples  27:26 - The ongoing nature of learning beyond formal education 30:14 - The power of human-first campaigns  31:25 - Maintaining human impact amid speed and technology  32:15 - The key to relevant marketing: experience and human connection  32:55 - The importance of service and trust in customer relationships  33:17 - Kyle’s reflections on youth, mentorship, and community building  36:01 - Acknowledging mentors and the value of community  37:12 - Upcoming initiatives at Docebo, including Inspire conference  38:06 - Kyle’s fun fact about his books’ success abroad 40:05 - Closing thoughts: embracing continuous learning and community Links: Kyle’s Book: “Branding Yourself”Docebo’s Official WebsiteKyle’s LinkedInKyle's Twitter

    41 min

  3. Jun 3

    Proof of You: Ariel Wengroff on Ownership in the Age of AI

    Summary In this episode, Ariel Wengroff, EVP of Communications and Marketing at Ledger, shares her unconventional career journey from politics to media to blockchain. She discusses the importance of digital identity, ownership, and control in the evolving digital landscape, and how Ledger is shaping the future of secure digital assets and identity management. Keywords Digital Identity, Blockchain, Ledger, Creator Economy, Digital Ownership, AI, Cryptocurrency, Digital Security, Innovation, Future of Tech Key  topics Digital identity and ownership Ledger's role in securing digital assets The creator economy and blockchain AI's impact on scarcity and control Chapters 00:00 Ariel Wengroff's Journey to Ledger 05:12 The Evolution of Digital Identity and Ownership 09:44 The Intersection of AI and Blockchain 15:10 Understanding Ledger's Customer Base 20:05 Connecting the Creative Community 24:59 Rebranding Ledger for a Broader Audience 25:29 Building a Brand with Authority and Legacy 26:51 Cultural Relevance and Authentic Marketing 28:37 Embracing Mistakes and Iteration in Marketing 31:45 The Role of AI in Brand Innovation 33:06 Global Strategies with Local Relevance 35:05 Creative Collaborations and Community Engagement 39:28 Partnerships and Authentic Brand Representation 42:45 Exciting Future Announcements for Ledger

    46 min

  4. May 20

    Beyond the Speeds and Feeds: Alexis Crowell on Solving the "Rock Potato" AI Problem

    Summary Join us as Alexis Crowell, Chief Marketing Officer & General Manager of the Americas at Axelera AI, shares details about her rich international career, insights into leadership, AI, and cultural nuances in global markets, and how to build successful businesses. Discover how her diverse experiences shape her approach to innovation and market strategy. Keywords AI, leadership, global markets, business strategy, innovation, cultural intelligence, inference technology, community building, tech industry, Beyond the Brief Key  topics Alexis Crowell's international career journey The role of cultural understanding in global markets AI inference technology and edge computing Building community and partnerships in tech Leadership lessons from a global tech executive Guest Name - Alexis Crowell Chapters 00:00 Introduction to Alexis Crowell 04:26 Alexis's Journey and Career Path 09:14 Lessons from Sports and Resilience 12:00 Transitioning from Intel to Axelera AI 18:11 Understanding the Market and Customer Needs 24:01 Building Community and Partnerships 27:34 Cultural Nuances in Global Marketing 32:20 The Future of Inference in AI 38:56 Understanding AI's Role in Business 44:11 Navigating AI Implementation Challenges 49:16 Reflections on Career and Growth Resources Axelera AI - https://www.Axelera.ai Ohio Northern University - https://www.onu.edu University of Pittsburgh Katz Graduate School of Business - https://www.katz.pitt.edu Intel - https://www.intel.com Guest link LinkedIn - https://www.linkedin.com/in/alexiscrowell

    53 min

  5. May 18

    The Death of Gated Content and the Rise of AI-Optimized B2B Marketing

    Summary In this episode, Londonne Corder, Chief Marketing Officer at Outrider, shares insights on autonomous yard operations, the evolution of marketing strategies in emerging tech, and the importance of responsible innovation. Discover how Outrider is transforming logistics with electric and autonomous vehicles, and learn key lessons from Londonne's diverse career journey. Keywords autonomous yard operations, logistics innovation, electric vehicles, marketing strategy, emerging tech, supply chain, AI, B2B marketing, safety in automation, partnership ecosystem Key topics Autonomous yard operations and safety Electric vehicle integration and sustainability Evolving marketing strategies in emerging tech Guest name Londonne Corder Sound bites "Londonne, welcome to the show." "The buying committee is evolving rapidly." "A semi-competitive gymnast in my past." Chapters 00:00 Introduction to Londonne Corder and Outrider 02:54 Londonne's Unique Marketing Journey 05:59 Understanding Distribution Yards and Automation 09:05 Safety First: Lessons from Autonomous Vehicles 11:57 Evolving Buyer Committees and Sales Strategies 14:49 Responsible Deployment of Autonomy 18:09 Electric Vehicle Integration and Partnerships 20:48 ROI and Customer Testimonials 23:33 Partner Ecosystem and Integration 26:54 Marketing Focus and Sales Enablement 29:55 Website Evolution and AI Integration 32:34 Brand Identity and Messaging 35:39 Company Origins and Future Directions 38:47 Mentorship and Giving Back 41:45 Personal Insights and Closing Remarks Resources Outrider Official Website - https://www.outrider.com Lewis and Clark Expedition - https://en.wikipedia.org/wiki/Lewis_and_Clark_Expedition Guest link LinkedIn - https://www.linkedin.com/in/LondonneCorder

    47 min

  6. May 8

    How Torani Turns Moments Into Flavor - Insights from Dean Veurink 

    How Torani Turns Moments Into Flavor - Insights from Dean Veurink  Summary Join us as Dean Veurink, VP of Marketing and Product Innovation at Torani, shares his 25-year journey in food and beverage marketing. Discover how strategic insights, segmentation, and experiential marketing drive innovation and growth in the flavor industry. Keywords food and beverage marketing, product innovation, consumer insights, flavor industry, brand growth, experiential marketing, segmentation, Torani, foodservice, retail Key  topics Consumer segmentation and insights for innovation Role of experiential marketing and brand experiences Strategic growth and scaling in the food and beverage industry Sound bites "Marketing works when done right" "Listening and iterating with consumers" "Thicker sauces add mouthfeel to beverages" Chapters 00:00 Introduction to Dean Veurink and Torani 00:29 Dean's Career Journey in Food and Beverage Marketing 05:14 Insights on Market Research and Consumer Needs 10:28 Innovation Strategies and Product Development 14:26 Understanding Torani's Product Range and Market Positioning 19:17 The Importance of Packaging and Consumer Experience 21:08 Building Brand Awareness and Consumer Engagement 24:00 Target Audience and Evolving Consumer Preferences 25:19 Navigating Hyper Growth and Strategic Changes 27:20 Experiential Marketing and Brand Activations 31:00 Partnerships and Collaborations in the Beverage Industry 35:50 The Torani Brand Story and Future Vision Resources & Guest Links Torani Official Website - https://Torani.com LinkedIn - https://linkedin.com/in/deanveruink Twitter - https://twitter.com/deanveruink

    45 min

  7. Apr 28

    Why Trust Beats Flash in Climate Tech: Sherry Chapman’s Journey at Fortera

    In this episode of Beyond the Brief, host Chris Perkins welcomes Sherry Chapman, the VP of Marketing at Fortera, a company pioneering low-CO2 cement technology. Sherry shares her extensive background in marketing, particularly in the consumer electronics sector, and how her experiences have shaped her approach at Fortera. She emphasizes the importance of transferable skills in marketing, especially when transitioning between industries, and encourages listeners to embrace career changes as valuable opportunities for growth. Sherry delves into Fortera's innovative approach to cement production, which aims to reduce greenhouse gas emissions by mineralizing industrial CO2. She explains the company's mission-driven focus and the significance of scaling their technology to compete with traditional cement products without charging a green premium. Throughout the conversation, Sherry highlights the importance of building trust in the industry through transparency and third-party validation, as well as the challenges of navigating a risk-averse market. The episode concludes with insights into the future of marketing in the climate tech space and the exciting developments on the horizon for Fortera. Keywords Fortera, low CO2 cement, Sherry Chapman, climate tech, marketing strategies, sustainable construction, greenhouse gas emissions, career transitions, innovation in cement Takeaways 'A lot of what you know, especially in marketing, can be applied to different segments.''It's all about scale.''We don't tell, we show.''This is a very risk-averse industry.''We have to create our solution within their framework.''The emotional side obviously is through the value chain.''We need everybody to succeed.''Restraint and transparency beat traditional flashier tactics.''You will fail, and that's okay.''It's important to create those building blocks of trust.' Sound bites "Go for it, because a lot of what you know can be applied." "It's all about scale." "We don't tell, we show." Chapters 00:00 Introduction to Sherry Chapman and Fortera 02:11 Sherry's Marketing Journey and Career Transitions 04:24 Understanding Low CO2 Cement and Its Importance 06:18 Target Market and Go-to-Market Strategy 09:00 Pricing Strategy and Market Positioning 12:03 Sales Cycle and Project Lead Times 15:21 Building Trust in the Industry 18:02 Creating a New Category in Cement 20:16 The Role of Restraint and Transparency in Marketing 22:23 Surprises in the Climate Tech Space 24:22 First-of-a-Kind Projects and Their Challenges 26:52 Funding and Future Growth of Fortera 28:47 Marketing Strategies and Inbound Focus 33:10 Mentorship and Influences in Sherry's Career 36:38 Advice for New Marketers in B2B 41:24 Looking Ahead: Exciting Developments at Fortera

    46 min

  8. Apr 13

    “Life Doesn't Peak. It Compounds.” Lessons from Efrat Ravid

    Summary Efrat Ravid shares her inspiring journey from software engineering to board advisory, highlighting key lessons in leadership, culture, and digital transformation. Discover how her diverse experiences across industries inform her insights on innovation, customer-centricity, and navigating cultural differences in global business. Keywords Leadership, Digital Transformation, Culture, Innovation, Customer Experience, Global Business, Marketing, Analytics, AI, Career Lessons, Beyond the Brief Key  topics Efrat Ravid's career evolution from engineering to advisory rolesCultural nuances in global business and marketingThe importance of continuous product design and analyticsAdvising startups and growth companies at Goldman SachsLessons learned from diverse industries and markets Guest  name - Efrat Ravid LinkedIn - https://www.linkedin.com/in/efratravid/ Key  frameworks Continuous Product DesignCustomer-Centric Content StrategyCultural Nuance Awareness Sound bites "Culture beats strategy every time." "Always focus on the customer first." “Life doesn’t peak. It compounds.” "Nothing can stop us now." Chapters 00:00 Efrat Ravid's Journey: From Software Engineer to Board Member 09:07 Advising Startups: The Role of an Independent Board Member 17:35 Continuous Product Design: Evolving Digital Experiences 25:39 Automation and Alignment: Transforming Core Business Processes 27:10 Understanding Audience in Content Creation 30:01 The Evolution of Marketing Strategies 30:59 Adapting to Unexpected Insights 31:58 Cultural Sensitivity in Marketing 38:51 The Importance of Loyalty and Relationships 44:16 Navigating Cultural Nuances 47:25 Embracing Action and Learning from Mistakes 49:34 The Journey Ahead: Nothing Can Stop Us Now

    53 min
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About

The Beyond the Brief podcast connects with the world's most interesting marketers to dig into where they find unique insights and work through real-world problems on their path to producing great work that works.

Information

  • Creator
    Model B
  • Years Active
    2025 - 2026
  • Episodes
    39
  • Rating
    Clean
  • Copyright
    © 2026 Model B
  • Show Website
    Beyond the Brief