The Marketer Exchange

Zach Thompson, PhD
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The Marketer Exchange is the marketing podcast for the next generation of marketers. Each episode takes you inside the careers, strategies and decisions of experienced marketing practitioners, translating real-world experience into practical lessons you can use to build your career and become a better marketer. Hosted by marketing educator and strategist Zach Thompson, PhD, The Marketer Exchange explores digital marketing, strategy, AI, analytics, customer experience, social media, career development and the changing skills marketers need to succeed.

Episodes

  1. 4d ago

    When AI Can Do More, What Makes You Valuable? | Will Croushorn

    Will Croushorn is leading AI in the physical world at Wendy’s and is one of those people who really has their ear to the ground with AI. I’m super grateful to him for being so generous with his time when he was here in Knoxville. I had the opportunity to interview him for a panel at the AInnovation Summit 2026 at the Haslam College of Business and for an episode of The Marketer Exchange, where we talked agentic, Town, Dots, how Will decides what to delegate to AI versus what he does himself, how he keeps up with the pace of change, how AI has increased the importance of brand-consumer relationships, using AI to unlock new customer experiences, and the importance of using AI to develop your own expertise rather than just outsourcing your tasks. He closes with an encouragement to all of us about the opportunities AI creates if we find the things we’re curious about and stay focused on serving people.

  2. Sep 15

    Your Marketing Measurement Is Broken: Here’s How to Fix It | Ryan McClurkin

    How much of your marketing is actually driving results, and how much is simply getting credit for them? In this episode of The Marketer Exchange, Zach Thompson sits down with Ryan McClurkin, investor and co-founder of Insighta, to explore why traditional marketing measurement is broken and what marketers should be doing differently. Ryan spent years leading advanced analytics from the brand side, where he saw firsthand the problems created by short-term ROAS, click-based attribution, incomplete customer journeys, and marketing data that doesn’t always align with the numbers finance sees. We break down why measuring today’s ad spend against today’s revenue can lead to bad decisions, why last-click attribution misses much of the customer journey, and why customer lifetime value should play a much bigger role in marketing investment decisions. Ryan also explains the three approaches marketers can use to build a more complete picture of performance: multi-touch attribution (MTA), marketing mix modeling (MMM), and incrementality testing. We discuss what each one tells you, where each falls short, and how they can work together. Then we look ahead. Ryan explains how AI agents and Model Context Protocol (MCP) could change the way marketers interact with data, moving beyond fixed dashboards toward a world where marketers can ask questions of their data in natural language and get answers in minutes. Finally, Ryan shares his advice for students and young marketers entering the industry, including why learning to work effectively with AI agents could dramatically increase the value you bring to an organization. In this episode: • Why marketing measurement is broken • The problem with short-term ROAS • Why last-click and click-based attribution miss the bigger picture • Customer lifetime value and measuring future value • Multi-touch attribution (MTA) • Marketing mix modeling (MMM) • Incrementality and geo-based testing • Why marketing and finance often see different numbers • How AI and MCPs could transform marketing analytics • Why tomorrow’s marketers need to learn how to work with AI agents If you work in marketing, analytics, performance media, or are preparing to enter the industry, this conversation will change the way you think about what “measurement” actually means. You can find out more about Ryan's work at insighta.io

  3. Jul 2

    Signal Over Noise in a Social First World

    In this live episode of The Marketer Exchange, recorded at the University of Tennessee’s Marketing and Sales Innovation Alliance Conference, host Zach Thompson sits down with UT Haslam alum and Intuit marketing leader Danielle Franklin DeSarzant to explore what it takes to stand out in a social first, highly competitive environment. The conversation centers on a core challenge facing marketers today: identifying signal in a landscape defined by constant content, rapid technological change, and evolving customer expectations. Danielle shares insights from nearly two decades in marketing and sales, including her work leading go to market strategy for brands like MailChimp and QuickBooks. She outlines how leading organizations approach audience definition, message development, and multi channel execution, with a focus on aligning strategy to real customer behavior. The discussion also takes a closer look at Intuit’s “Ease Intuit” campaign, highlighting how influencer strategy, cross functional collaboration, and data informed decision making contributed to meaningful reach and engagement with a Gen Z audience. Additional topics include: What “signal over noise” means in modern marketing practiceThe role of customer obsession in shaping strategy and product decisionsHow marketing teams are using AI to test and refine messagingWhy longer conversion windows are shaping KPI expectationsThe growing importance of first party data and integrated customer insightsPractical advice for students and early career marketers entering the field

  4. Jun 2

    What Drives Marketing Performance with Brookney Chamberlain, CEO Asen Marketing

    In this episode of The Marketer Exchange, I’m joined by Brookney Chamberlain, CEO of Asen Marketing, for a wide ranging conversation on what consistently drives marketing performance over time. Brookney brings 17 years of agency experience to the discussion, having grown from intern to CEO, and her perspective is grounded in seeing what works, what fails, and why. We talk about the foundational elements behind effective marketing programs, including strategy, differentiation, storytelling, and the importance of transparent communication between teams and partners. Our conversation also explores how businesses should be thinking about social media today, the role of AI in modern marketing, why marketing partnerships matter so much, and the mindset mistakes that can quietly undermine results. We spend time on career advice as well, particularly for students and early‑career marketers navigating agency life and long‑term growth. This episode is especially relevant for marketers, business leaders, and students who want a clearer view of how marketing actually works in practice, and what deserves attention before tactics ever come into play.

  5. May 4

    Building Customer Experience Strategies with Data, Empathy, and AI: Nora von Arnim

    In this episode of The Marketer Exchange, Zach Thompson is joined by Nora von Arnim, Strategy Director at RAPP, for an in‑depth conversation on customer experience, strategy, and the realities of agency work today. Nora shares how strategy teams operate inside a modern marketing agency, working at the intersection of client services, data, marketing science, and creative. The discussion explores how customer journeys are researched and designed across channels, how personalization works in practice, and how data can be used with precision and empathy. The conversation also looks closely at the role of AI in strategy work, where it supports narrative development and communication, and why foundational skills like critical thinking and creative brief writing still matter deeply for strategists, particularly early in their careers. Beyond the work itself, Nora reflects on career progression inside agencies, advocating for promotion, working across international markets, and what she looks for when developing and mentoring new strategists. This episode will be especially relevant for marketers, strategists, students, and educators interested in customer experience, agency life, and the evolving skillset required in marketing today.

  6. Apr 10

    The Truth About Digital Nomad Life for Marketers

    What is digital nomad life really like beyond the Instagram highlight reel? In this episode, I sit down with Benjamin Jones-Gerrard, a marketer who has lived and worked full-time in his self-converted campervan across Europe for the past three years. Benjamin shares the reality of running a marketing career on the road, from client work and Wi‑Fi logistics to building a sustainable skill set that supports long-term freedom. In this conversation, we cover: The biggest misconceptions about digital nomad and van lifeWhy remote work is still a 9–5 (just with better views)How organization becomes a non‑negotiable skillBuilding a broad marketing skill set (video, paid social, SEO, websites)Why simple marketing consistently outperforms clever marketingUsing AI and FAQs to stay relevant as search behavior changesDesigning work and life environments that actually support performanceWhether you want to live on the road or not, this episode is packed with lessons for marketers looking to build flexible, resilient careers. Subscribe for more conversations on marketing, strategy, and modern careers.

  7. Mar 2

    Paid Social in 2026: AI, Automation, and What Actually Works | Katt Wade

    What does paid social actually look like in 2026? In this episode, I sit down with Katt Wade, a UK-based paid social specialist who has worked agency-side, spent seven years at eBay, and now works in paid social for Primark. We discuss: The difference between always-on vs campaign-based marketingWhat agency life really looks like day to dayHow AI and automation are changing Meta and paid social platformsWhy authenticity matters more than everCommon mistakes brands make in paid socialCertifications vs hands-on experienceHow students and early-career marketers can break into the industryIf you're a marketing student, early-career professional, or performance marketer trying to stay ahead of platform changes, this episode will give you practical insight from someone in the trenches.

  8. Feb 2

    The Long Game of Marketing: John Carroll on Storytelling, Optimism, and Impact

    What does it really take to build a brand that lasts and a marketing career with purpose? In this episode of The Marketer Exchange, Zach Thompson sits down with John Carroll, Executive Director of City Leadership and the leader behind the “901” campaigns including Choose901, Teach901, Serve901, and Give901. This conversation explores marketing strategy, storytelling, and purpose-driven leadership through the lens of real-world brand building. John shares how the “901” campaigns grew from a simple idea into a recognizable community brand, offering a powerful case study in place branding, content strategy, and authentic storytelling. He explains how City Leadership approaches marketing as a strategic tool, from audience engagement and brand trust to measuring success across multiple campaigns. The episode also delivers practical career advice for marketing students and early-career professionals. John breaks down what actually stands out when hiring marketers, why experience and initiative matter more than credentials, and how aspiring marketers can build skills through reps, projects, and ownership, especially in today’s competitive digital marketing landscape. Beyond tactics, this conversation dives into mindset and purpose. John discusses optimism as a leadership advantage, why “overnight success” is often the result of years of consistent effort, and how students and professionals can discover work that aligns with their values and long-term goals. If you’re interested in marketing strategy, personal branding, careers in marketing, leadership development, or purpose-driven work, this episode offers both practical frameworks and inspiration you can apply immediately. Available on YouTube, Apple Podcasts, and Spotify Subscribe for more conversations on marketing, storytelling, and building meaningful careers. Guest: John Carroll, Executive Director of City Leadership Learn more about City Leadership: https://cityleadership.org/ Connect with John on LinkedIn: https://www.linkedin.com/in/johncarroll77/ Timestamps 00:00 Introduction to John Carroll and His Journey 05:27 The Birth of City Leadership 10:14 Navigating Nonprofit Challenges 15:13 Building Collaborative Campaigns in Memphis 20:36 The Impact of Choose 901 25:14 Recruiting and Retaining Talent in Memphis 35:37 Building Community Through Recruitment 38:47 Measuring Success in Recruitment Campaigns 41:13 Adapting Marketing Strategies for Diverse Audiences 44:33 Differences Between Nonprofit and For-Profit Marketing 49:14 What Makes a Standout Candidate? 56:23 Defining Leadership and Purpose 01:02:01 The Power of Positivity in Leadership 01:06:19 Finding Your Purpose and Making an Impact 01:09:38 Future Goals and Community Engagement

  9. Jan 12

    Spray and Pray Marketing Is Dead: The Case for CRO and Experimentation with Joe Johnston

    In this episode, I sit down with Joe Johnston, Head of Conversion Optimisation & Experimentation at Launch, a UK-based performance marketing agency, to explore what really drives results in digital marketing. We move beyond “spray and pray” tactics and into the discipline of experimentation: forming hypotheses, A/B testing, and building a long-term CRO program that improves performance across the full customer journey. Joe shares real world insights from working across paid media, websites, and full-funnel performance marketing, including: What conversion rate optimization (CRO) actually means in practiceWhy experimentation is not a one-off projectCommon CRO mistakes that even large brands still makeHow headlines, value propositions, and CTAs impact conversionsUsing AI for customer research, review mining, and idea generationThe future of agencies: strategic “think-for-you” vs executional “do-for-you” workWe also discuss careers in marketing, why early generalist experience matters, and how students and early career marketers can think about experimentation as a long term skillset. Note: this was the first episode filmed, so the video is a little rough around the edges; but there’s real substance and insight in what Joe shares. If you’re interested in CRO, experimentation, performance marketing, digital strategy, or applied behavioral science, this episode is for you. Guest: Joe Johnston, Head of Conversion Optimisation & Experimentation at Launch Learn more about Launch: launchonline.co.uk Connect with Joe on LinkedIn: https://www.linkedin.com/in/joe-johnston-838bb428/ 00:00 Introduction to Conversion Optimization 09:47 The Journey of a Conversion Specialist 13:49 Insights on Human Behavior 15:56 Successful Projects and Their Impact 21:26 Common Mistakes in Conversion Optimization 25:03 The Process of Conversion Optimization 26:53 The Power of Research in Conversion Optimization 28:53 Psychological Principles in Marketing 33:20 Tools for Conversion Rate Optimization 37:42 AI's Role in Idea Generation 41:33 The Agency's Evolving Role in a Tech-Driven World 43:42 Common Mistakes and Best Practices in CRO 46:58 Career Advice for Aspiring Marketers

  10. 12/06/2025

    The Playbook for Landing Your Dream Sports Marketing Job; Lindsey Archer’s Story

    Former Knoxville Smokies social media manager Lindsey Archer (now with the Charleston RiverDogs) joins us to talk about what it really looks like to run social for a Minor League Baseball team, from pulling tarp and shooting content to planning campaigns and measuring impact. Starting as an intern while studying marketing at the University of Tennessee, Lindsey worked her way up to Community Relations and Social Media Manager, and in this conversation she breaks down the career moves, skills, and mindset that helped her get there. In this episode, we cover: How Lindsey went from UT marketing major to intern to full-time social media managerWhat a game day actually looks like behind the scenes: content planning, media coordination, and in-park executionHow the Smokies structure their social content calendar across Instagram, X/Twitter, Facebook, TikTok, YouTube, and LinkedInUsing tools like Loomly to schedule posts, label content, and track what’s workingWhy TikTok is more about brand awareness than ticket sales – and how that changes the content strategyThe frustrating reality that effort ≠ results on social… and how she stays focused when a 3-second video outperforms a polished campaignThe marketing skills from UT that actually translated to the job (and what she wishes she’d learned more about, like paid media and targeting)The most important soft skills for landing and thriving in a digital marketing role: teamwork, communication, and saying “yes”Lindsey’s advice for students and early career marketers who want to work in sports, entertainment, or social mediaIf you’re a marketing student, an aspiring social media manager, or just curious how sports teams build their digital presence, this episode gives a very real look at the job, beyond the highlight reels. Connect with Lindsey LinkedIn: Lindsey ArcherKnoxville Smokies (at time of recording): @smokiesbaseball on all major platformsNow with Charleston RiverDogs: @chasriverdogs on Instagram and X

  • 10 Episodes

About

The Marketer Exchange is the marketing podcast for the next generation of marketers. Each episode takes you inside the careers, strategies and decisions of experienced marketing practitioners, translating real-world experience into practical lessons you can use to build your career and become a better marketer. Hosted by marketing educator and strategist Zach Thompson, PhD, The Marketer Exchange explores digital marketing, strategy, AI, analytics, customer experience, social media, career development and the changing skills marketers need to succeed.

Information

  • Creator
    Zach Thompson, PhD
  • Years Active
    2025 - 2026
  • Episodes
    10
  • Rating
    Clean
  • Copyright
    © 2026 Zach Thompson, PhD
  • Show Website
    The Marketer Exchange