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. Physical Brand Touchpoints Win in AI-Saturated Markets

    5일 전

    Physical Brand Touchpoints Win in AI-Saturated Markets

    In this episode of The Future of Marketing, host Andres Figueira speaks with Milda Bayer, VP of Marketing and GTM at Lepaya, a people development company serving enterprise clients like ING, Maersk, and L'Oréal. As the first marketing hire across multiple high-growth companies including Mollie Payments (now one of EMEA's largest payment providers), Milda shares her playbook for building marketing functions from scratch in B2B environments. Her approach centers on transforming marketing from a perceived cost center into a measurable revenue driver while navigating the complex stakeholder dynamics that come with selling to C-suite executives. Topics Discussed: Proving marketing value as the first marketing hire without historical data Building thought leadership content that resonates with busy C-suite executives Creating co-creation models that turn target customers into brand advocates Balancing analytical rigor with creative brand-building in B2B marketing Leveraging old-school marketing tactics in an AI-saturated landscape Scaling authentic networking and community-building strategies Identifying leadership potential using energy, potential, and depth frameworks

    33분
  2. How Curated Co-Retail Creates Cross-Brand Synergies

    6일 전

    How Curated Co-Retail Creates Cross-Brand Synergies

    In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Tobias Tanner, Founder of Le Magasin, a co-retail platform revolutionizing how lifestyle and design brands enter physical retail markets. Based in Berlin since 2009, Tanner has built a turnkey solution that makes physical retail accessible and affordable for direct-to-consumer brands while creating curated discovery experiences for consumers. Through partnerships with prestigious destinations like Stockholm's NK department store and innovative concepts like their "Dry Bar" non-alcoholic spirits program, Le Magasin is redefining retail as experiential marketing rather than mere transaction. Topics Discussed: Building a co-retail platform that serves as marketing infrastructure for brands Creating turnkey physical retail solutions for direct-to-consumer brands Developing experiential retail concepts that drive community engagement Navigating cultural differences in consumer expectations across European and US markets Scaling curated retail experiences while maintaining brand selectivity Leveraging high-profile retail partnerships for mutual value creation Building omnichannel strategies that connect physical and digital experiences

    36분
  3. Interactive Streaming: 10x More Brand Touchpoints Than TV Ads

    6일 전

    Interactive Streaming: 10x More Brand Touchpoints Than TV Ads

    In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Alexei Bezzubov, Chief Marketing Officer at FISSURE.pro. FISSURE operates as more than just an esports studio - they're a comprehensive tournament operator organizing major events for games like Counter-Strike, Dota, and Mobile Legends. Coming from traditional TV production, Alexei transitioned into esports during Ukraine's 2014 political upheaval, building FISSURE into a platform that reaches the coveted 18-35 male demographic through innovative streaming integrations and authentic community engagement. Their approach demonstrates how esports marketing can deliver superior brand touchpoints compared to traditional broadcast advertising. Topics Discussed: Transitioning from traditional TV production to esports marketing during industry disruption Understanding IP rights and licensing restrictions across different gaming publishers Building authentic community engagement in traditionally toxic gaming environments Leveraging streaming platforms for enhanced brand integration opportunities Monetizing free-to-watch tournaments through strategic brand partnerships Managing platform transitions from Twitch to Kick while maintaining audience loyalty

    33분
  4. How Misfits Market Turned "Ugly" Food Into Premium Brand

    6일 전

    How Misfits Market Turned "Ugly" Food Into Premium Brand

    In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Holly Eagleson, Senior Vice President of Brand Marketing at Misfits Market. Misfits Market has evolved from an "ugly produce subscription box" in 2018 to a full-service online grocery platform serving all lower 48 states. The company rescues food that doesn't meet traditional grocery store aesthetic standards - up to 30% of what's grown never reaches shelves due to size, shape, or cosmetic imperfections. Holly shares how they've navigated the challenge of marketing "imperfect" food while building a premium brand, including their 2022 merger with competitor Imperfect Foods and the strategic evolution from mystery boxes to customizable grocery delivery. Topics Discussed: Evolving from mystery box subscriptions to full grocery customization Managing brand perception around "imperfect" food quality Merging two competing brands with different customer bases and messaging approaches Building urgency and seasonal marketing around surplus crops and limited inventory Leveraging AI for logistics, personalization, and customer service while maintaining authentic content Balancing price competition with holistic value propositions Creating educational content around food waste and shelf-life misconceptions

    34분
  5. How SURI Cracked High-Consideration Consumer Marketing

    9월 9일

    How SURI Cracked High-Consideration Consumer Marketing

    In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Mark Rushmore, Co-Founder of SURI (Sustainable Rituals). SURI is disrupting the $6 billion electric toothbrush market dominated by legacy players with 80% market share. Starting from a simple observation about plastic waste at P&G, Mark and his co-founder built a premium electric toothbrush that doesn't compromise on performance, design, or sustainability. In just three years, they've grown from zero to £23.5 million in annual revenue by focusing relentlessly on product excellence, strategic SEO placement, and building genuine customer love that drives 18-20% of sales through word of mouth. Topics Discussed: Building trust and credibility as a new brand in a high-consideration category Strategic SEO approach for product recommendation searches Creating a premium product that doesn't compromise on sustainability Scaling through repeat purchase dynamics in a "low-frequency" category Multi-market expansion strategy and localization decisions Team structure evolution from generalist to specialist roles

    24분
  6. Building Communities That Sell: GUURU's Curation Method

    9월 5일

    Building Communities That Sell: GUURU's Curation Method

    In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Tonio Meier, CEO and Co-Founder of GUURU. GUURU is transforming the online shopping experience by connecting shoppers with passionate brand fans in real-time conversations. Operating across 22 language regions, the platform creates authentic peer-to-peer advice exchanges that help brands build community while providing shoppers with expert guidance from certified brand enthusiasts. Through curated conversations and AI-powered content extraction, GUURU is positioning itself as the solution to brands' biggest challenge in the AI search era: maintaining visibility and authentic human connection in an increasingly automated world. Topics Discussed: Building peer-to-peer advice platforms that scale across cultures Creating curated brand communities without losing authenticity Pivoting from broad customer service to focused pre-sales advice Leveraging AI to route conversations and extract valuable content Positioning brands for visibility in AI search results Managing investor relationships while maintaining founder vision

    37분
  7. Two Ingredients, 85K Stores: Why Less Became More for Growth

    9월 5일

    Two Ingredients, 85K Stores: Why Less Became More for Growth

    In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Elizabeth Pigg, Chief Communications Officer at That's it. That's it. has become America's number one selling fruit bar by mastering the art of simple messaging in a complex market. Founded by Dr. Lior Lewensztain as a solution to help Americans get their daily fruit servings, the company has grown from farmers markets in Los Angeles to 85,000 retail doors nationwide. Elizabeth shares how they've built trust and scaled growth by deliberately choosing simplicity over complexity, creating authentic community connections, and turning their product limitations into competitive advantages. Topics Discussed: Building brand trust through radical ingredient transparency Scaling in-house creative production while maintaining agility Strategic sampling at massive scale (10 million samples annually) Leveraging micro and nano influencers for authentic UGC Preparing for AI-driven commerce and search evolution Creating multiple use cases for simple products across demographics Balancing viral content opportunities with consistent messaging

    30분
  8. Bilingual Strategy: Double Language, Triple Engagement

    9월 5일

    Bilingual Strategy: Double Language, Triple Engagement

    In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Susie Jaramillo, Co-founder and CEO of Encantos, an award-winning children's entertainment and tech company. Susie built and sold one of the top Latino advertising agencies in the US before recognizing a massive gap in Hispanic representation in children's content - despite being 26% of kids, they represent less than 5% of media targeting children. Through Encantos' flagship brand Canticos, she's created the #1 bilingual learning brand in America, generating 18 million monthly streams and nearly a million YouTube subscribers by treating content and marketing as one unified strategy. Topics Discussed: Building culturally authentic content that serves underrepresented audiences Leveraging YouTube as the primary distribution platform over traditional TV Creating reversible bilingual products for language acquisition Using real-time audience feedback to validate new characters and content Developing creator tools and community-driven marketing strategies Partnering with premium talent to elevate children's content production quality

    46분
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The future of consumer marketing is brought to you by The Global Talent Co.

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    The Global Talent Co.
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    2024년 - 2025년
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