11h ago

AI can build 200 campaigns. Should you use it all?

Analyze your brand messaging for free at www.jacquard.com In this episode of The Array by Jacquard, Toby and Jasper chat with Rachel Kamel, Director of CRM at Zwift and a growth marketing leader with experience across B2B, gaming, entertainment, and fitness. Together, they explore what it really takes to keep customers engaged when marketers have more tools, more data, and increasingly powerful AI at their disposal. Rachel explains how different industries have shaped her approach to retention, from the annual cycles of B2B to the constant engagement demanded by gaming and fitness. This conversation then turns to AI and CRM. Rachel sees the biggest opportunity in automating repetitive work and giving marketers more time for strategy, analysis, and creative thinking. But she warns against assuming that because teams can produce twice as many campaigns, they should. More messages can create customer fatigue, and AI can make it easier to automate the wrong things at scale. Rachel also shares a smarter approach to experimentation: instead of testing isolated creative variations, marketers should look for repeatable insights that can influence future campaigns. Finally, she explains why the numbers behind funnels, retention, and performance ultimately connect back to something more human: creating a better customer experience. For her, the most rewarding marketing work is work that makes people's lives better. What You’ll Learn: How CRM strategies differ across B2B, gaming, entertainment, and fitness How AI can remove repetitive work without removing human judgment Why scaling campaigns doesn't necessarily mean scaling value How customer fatigue can change the way you approach automation How to build experiments that generate reusable marketing insights Why audience context should shape your messaging and creative When humor and insider language can strengthen or hurt engagement How to personalize CRM strategies around customer behavior and motivation Why better funnels and retention ultimately start with better customer experiences Rachel Kamel is Director of CRM at Zwift, where she leads customer relationship marketing for a fitness platform built at the intersection of sport, technology, and gaming. A growth marketing leader with experience across B2B, gaming, entertainment, and fitness, Rachel specializes in building and refining customer journeys across acquisition, onboarding, retention, churn prevention, and winback. She is also passionate about making cycling more accessible and using marketing to help people have better experiences with the products they use. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here. Episode Resources: Rachel Kamel on LinkedInZwift Website

Oct 6

The CRM makeover your growth team needs

Analyze your brand messaging for free at ⁠www.jacquard.com In this episode of The Array by Jacquard, Toby and Jasper chat with Marina Vogt, Head of CRM at loveholidays, to explore how CRM can evolve from a campaign-led function into a strategic driver of commercial growth. Drawing on her experience leading large-scale CRM transformation at loveholidays, Marina explains what it takes to build lifecycle programmes around the customer journey rather than simply sending more campaigns. From trigger-based journeys and segmentation to experimentation and personalization, she explores how CRM teams can create more relevant customer experiences while delivering measurable commercial outcomes. This conversation also examines the importance of experimentation in modern CRM. Instead of relying on assumptions about what customers want, teams can use structured testing and incrementality frameworks to understand what actually drives additional conversion, engagement, and retention. This creates a more disciplined approach to customer marketing and helps teams separate correlation from genuine commercial impact. Toby, Jasper, and Marina also discuss the challenges of scaling CRM across markets and building the technology, processes, and cross-functional relationships needed to support meaningful personalization. This episode offers a practical perspective for CRM, marketing, and growth leaders looking to build customer engagement capabilities that scale, generate incremental growth, and become an integral part of the wider commercial strategy. What You’ll Learn: Why lifecycle marketing should be built around customer behavior and intent rather than generic campaign calendars How trigger-based journeys can create more relevant and timely customer experiences The role of experimentation and incrementality testing in identifying genuine CRM-driven growth How segmentation and personalization can improve conversion, retention, and customer engagement Why CRM transformation requires close collaboration between marketing, product, engineering, and data teams How to build CRM operating models that can scale as businesses enter new markets Why practical execution and measurable impact should remain at the center of modern CRM strategy Marina Vogt is Head of CRM at loveholidays, where she leads the transformation of CRM from a generic, campaign-led function into a strategic, lifecycle-driven growth channel. At loveholidays, Marina has led large-scale CRM transformation across strategy, technology, experimentation, and lifecycle journeys, partnering closely with product and engineering teams to enable more meaningful personalization. Her work has helped connect CRM more closely to measurable business outcomes across conversion, retention, sessions, and bookings. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here. Episode Resources: Marina Vogt on LinkedInLove Holidays Website

Sep 25

What happens when every marketer has an AI team?

Analyze your brand messaging for free at www.jacquard.com In this episode of The Array by Jacquard, Toby and Jasper chat with Ingrid Sierra, Brand & Marketing Director at Zego and a global marketing leader with more than 20 years of experience across fintech, insurtech, loyalty, telecom, and retail. Together, they explore what happens when marketing moves beyond rapid AI experimentation and starts thinking more intentionally about where the technology can create meaningful impact. Ingrid explains why the first wave of AI adoption was about giving teams permission to experiment, build fluency, and get comfortable with new tools. But once everyone starts using AI, experimentation alone is no longer enough. The next step is identifying the biggest problems within the marketing function, building around those pain points, and measuring whether the resulting solutions actually deliver value. Her guiding principle is simple: just because something can be done with AI doesn't mean it should be. This conversation also looks at how AI is changing the way marketing teams work. Ingrid discusses how tools such as AI agents, MCP, and connected systems can remove traditional handoffs and give marketers the ability to execute tasks that previously required other teams. At the same time, she argues that strong subject-matter expertise is becoming even more valuable because marketers need enough judgment to assess, improve, and guide AI-generated work. Toby, Jasper, and Ingrid also explore what this means for hiring and developing marketing talent. Curiosity, continuous learning, and adaptability are becoming critical qualities in a profession where the tools and channels keep changing. Yet Ingrid argues that the customer remains the constant. The episode offers a practical look at the changing role of AI in marketing and what leaders need to rethink as AI becomes less of an experiment and more of an everyday part of the team. What You’ll Learn: How marketing teams can move from rapid AI adoption to more intentional implementation Why marketers should first identify their biggest problems before choosing AI solutions How to evaluate whether an AI initiative is actually creating business value Why “because we can” is not always a good enough reason to use AI How AI agents and connected tools are changing traditional marketing workflows Why deep subject-matter expertise becomes more valuable when working with AI The role of curiosity, mindset, and continuous learning in modern marketing careers How marketing teams and roles may evolve as AI takes on more execution Why strong customer relationships remain essential even as marketing technology changes Ingrid Sierra is Brand & Marketing Director at Zego, focused on shaping the future of insurance marketing through AI and real-time technology. A French-British marketing leader with 20+ years of experience, she has held senior roles across fintech, insurtech, telecom, loyalty technology, and retail, building global teams and leading product marketing, brand, digital, customer experience, and go-to-market strategies. She has been recognised among the Top 30 Most Influential Fintech Marketers in 2026 and Top 100 UK Marketing Influencers in 2025, and is a mentor and advisor to the next generation of marketing talent. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here. Episode Highlights and YouTube Chapters: 00:00:00 Intro00:06:02 Why Insurance Is So Difficult To Market 00:09:58 Moving From Rapid AI Adoption To Intentional AI Adoption 00:14:36 How AI Is Blurring The Lines Between Marketing And Engineering 00:18:54 Why AI Makes Marketing Expertise More Valuable 00:22:30 What Makes A Great Marketer In The AI Era 00:25:22 Career Challenges, AI and Plans For 2027 Episode Resources: Ingrid Sierra on LinkedInZego Website

Sep 3

What should CMOs actually do with AI?

Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper sit down with Kacy Roseberry, Senior Vice President of Marketing at Hornblower Group, to explore what it takes to connect brand, customer experience, technology, and commercial strategy in an increasingly AI-driven world. Drawing on more than two decades of experience across hospitality, travel, and global brand leadership, Kacy explains why the strongest marketing organizations start with a clear understanding of the business, the customer, and the opportunity rather than jumping straight into technology. For Kacy, AI is most valuable when it strengthens an existing growth strategy and helps organizations make better decisions, move faster, and create more connected customer experiences. This conversation explores how marketing leaders can bridge the gap between brand strategy and business performance, using customer insight, data, digital commerce, lifecycle marketing, and personalization to drive measurable growth. Toby, Jasper, and Kacy also discuss the evolving role of the CMO, the importance of aligning teams around a shared commercial vision, and why successful transformation requires more than new technology. This episode offers a practical perspective for marketing and commercial leaders looking to use AI and digital transformation to build stronger brands, improve customer experiences, and create sustainable enterprise growth. What You’ll Learn: Why AI should support a clear business and growth strategy rather than become a strategy itself How CMOs can connect brand building with measurable commercial performance The role of customer insight in identifying new growth opportunities How AI, data, and MarTech can transform customer experiences and digital commerce Why personalization and lifecycle marketing are becoming critical commercial capabilities How global brands can balance consistency with customer and market relevance What it takes to lead enterprise transformation across complex, matrixed organizations How marketing leaders can build stronger partnerships across commercial and business functions Why human judgment remains essential as AI becomes more deeply embedded in marketing Kacy Roseberry is Senior Vice President of Marketing at Hornblower Group, where she leads brand, growth, customer experience, digital transformation, and commercial strategy. With more than 20 years of experience, she has helped shape some of the world's most recognized hospitality brands and destinations, including Holiday Inn, InterContinental, Kimpton, the Statue of Liberty, Ellis Island, Angel Island, and Alcatraz. At Hornblower Group, Kacy has spearheaded digital and AI transformation across customer-facing channels serving more than 20 million passengers annually, while leading a cross-functional team of more than 100 professionals. Her leadership focuses on turning complex business challenges into clear growth strategies and building the capabilities required to execute them at scale. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here. Episode Highlights and YouTube Chapters: [00:00:00] Intro[00:07:48] How Discovery Shapes Brand Love [00:10:19] Connecting Brand Strategy To Measurable Growth [00:15:33] Why AI Personalization Still Needs Human Oversight [00:20:52] The Challenge Of Personalizing Content At Scale [00:24:06] How AEO Is Changing Brand Discovery [00:33:32] What Agentic Commerce Could Mean For Marketers [00:37:54] Why Human Experiences Still Matter Most Episode Resources: Kacy Roseberry on LinkedInHornblower Group Website

Aug 25

AI Isn’t the Strategy: How Marketing Leaders Can Turn Technology Into Growth

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Victoria B. Lozano, former Chief Marketing Officer at Crayola, to explore what it really takes to turn marketing from a campaign function into a driver of enterprise-wide growth. Drawing on extensive leadership experience across Crayola, Cadbury, and The Clorox Company, Victoria explains why marketers should start with business strategy and a clear growth thesis before investing in AI. Rather than treating AI as a standalone strategy, she argues that technology should be used to solve specific business challenges, accelerate growth, and improve the way organizations operate. Toby, Jasper, and Victoria also examine how AI can shorten the distance between customer signals and strategic action. By synthesizing social listening, customer feedback, and market data, AI can help marketers identify emerging needs and opportunities faster but human judgment remains essential for determining what those signals actually mean and where the business should go next. This episode offers a practical guide for CMOs and marketing leaders looking to move beyond campaign execution and use AI as an enabler of meaningful commercial growth. What You’ll Learn: How to develop a growth thesis before deciding where and how to deploy AI How AI can accelerate the journey from customer signals to actionable strategic insights The brand governance framework for balancing global consistency with local market relevance How to use AI to make brand knowledge more accessible while protecting essential brand elements Why local teams need freedom to customize, test, and respond to market-specific opportunities How marketing leaders can build stronger partnerships across sales, finance, operations, and other functions Why human judgment and business clarity remain critical as AI takes on more marketing tasks How aspiring CMOs can prepare for an AI-driven future by identifying what is preventing their organization from capturing growth Victoria B. Lozano is a former Chief Marketing Officer and EVP at Crayola, where she led global brand, marketing, education, partnerships, digital content, and experiential businesses while overseeing new growth platforms with full P&L responsibility. A Forbes 50 Entrepreneurial CMO and Fast Company CMO of the Year, Victoria has built brands and businesses across CPG, experiential, retail, media, and entertainment. Her career includes leadership roles at iconic companies including Crayola, Cadbury, and The Clorox Company, as well as experience building new ventures from the ground up. At Crayola, Victoria helped reposition the company from a traditional arts-and-crafts brand into a broader platform centered on creativity, learning, and experiences. She drove new go-to-market models and revenue streams while modernizing capabilities, strengthening teams, and aligning cross-functional organizations around long-term growth. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here. Episode Highlights and YouTube Chapters: 00:00:00 Intro00:02:18 What Marketing Data Reveals About Colour And Engagement 00:10:07 How Brand Strategy Can Unlock New Growth 00:13:19 What Separates AI Transformation From AI Adoption 00:16:11 Where Companies Should Start With AI 00:18:12 Using AI To Balance Global Consistency And Local Relevance 00:22:02 How AI Can Shorten The Distance From Signal To Strategy Episode Resources: Victoria B. Lozano on LinkedInCrayola Website

Jul 30

The human advantage: Why curiosity still beats algorithms in marketing

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Nic Brandenberger, Chief Marketing Officer at Mammut Sports Group, to explore why the future of marketing depends on understanding people, rather than focusing entirely on data collection. Drawing on more than two decades of experience leading marketing at organizations including Procter & Gamble, eBay, Fandom, and Mammut, Nic explains why technology should amplify human creativity rather than replace it. This conversation explores why marketers must avoid assuming they are their own customers, how curiosity and experimentation uncover insights that dashboards alone cannot, and why asking "why" repeatedly often reveals opportunities hidden beneath surface-level metrics. Toby, Jasper, and Nic also discuss the evolution of lifecycle marketing from transactional campaigns to long-term relationship building. From repair services and customer care to loyalty and product longevity, they examine how brands can create meaningful experiences that extend well beyond the initial purchase. This episode offers a practical playbook for marketers looking to balance data with empathy, innovation with heritage, and AI with the uniquely human skills that continue to define exceptional marketing. What You’ll Learn: Why understanding human behavior matters more than collecting more marketing data How to avoid the common mistake of assuming you are your own customer Why asking "why" repeatedly leads to stronger consumer insights than simply reporting metrics How experimentation creates competitive advantage in modern marketing organizations The framework for turning lifecycle marketing into long-term relationship marketing How repair services, product longevity, and customer care strengthen long-term brand loyalty The role AI should play in eliminating administrative work while preserving human creativity Why emotional insight and commercial execution are most powerful when they work together How marketers can balance short-term performance with long-term brand building Nic Brandenberger is Chief Marketing Officer at Mammut Sports Group, where he leads global brand and business growth for one of the world's most respected outdoor brands. With more than 20 years of experience, Nic has held senior marketing leadership roles at Procter & Gamble, eBay, Fandom, and DDB, helping organizations build brands, accelerate growth, and drive customer engagement at global scale. Nic’s expertise spans brand strategy, lifecycle marketing, customer experience, experimentation, ecommerce, media optimization, and organizational capability building. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.Episode Resources: Nic Brandenberger on LinkedInMammut Sports Group AG Website

Jul 3

Why global brands need local intelligence to win across cultures

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Katherine Melchior Ray, global marketing executive and lecturer at UC Berkeley Haas School of Business, to explore the challenges and opportunities of building brands across cultures in an increasingly AI-driven world. Drawing on more than 25 years of experience leading marketing and brand strategy for global organizations including Louis Vuitton, Shiseido, Nike, Gucci, Hyatt, and Babbel, Katherine explains why successful international growth requires far more than translating campaigns from one language to another. The most effective brands understand how to adapt meaning, experiences, and messaging to local cultural realities while maintaining a consistent global identity. This conversation explores the tension between heritage and innovation, consistency and customization, and how the world's strongest brands embrace these opposing forces rather than choosing between them. Katherine introduces practical frameworks for balancing global brand equity with local market relevance and explains why curiosity, cultural immersion, and human judgment remain essential even as AI becomes increasingly embedded in marketing workflows. Katherine also discusses the growing role of AI in content creation and personalization, highlighting where AI can accelerate execution and where it still depends on human expertise to provide cultural context, creative taste, and strategic direction. This episode is a practical guide for marketers, executives, and business leaders seeking to expand internationally while maintaining authentic connections with consumers across diverse markets and cultures. What You’ll Learn: - Why cultural intelligence is becoming a critical competitive advantage for global brands - The difference between translating language and translating meaning across markets - The "Brand Fulcrum" framework for managing the tension between heritage and innovation - How ethnographic research and local immersion uncover insights that data alone cannot reveal - Why creative taste and marketing judgment are built through experience, not algorithms- The risks of AI-generated brand homogeneity and how to avoid it - How leading brands adapt products, messaging, and experiences without diluting their identity - How marketers can leverage cultural differences as a source of innovation and growth - The role human expertise will continue to play as AI becomes more integrated into marketing workflows Katherine Melchior Ray is a global marketing executive, consultant, author, speaker, and lecturer at UC Berkeley’s Haas School of Business. With more than 25 years of international leadership experience, she has helped some of the world's most recognizable brands, including Louis Vuitton, Shiseido, Nike, Gucci, Hyatt, and Babbel, build meaningful connections with consumers across North America, Europe, and Asia. Having served as Chief Marketing Officer for both Shiseido in Tokyo and Babbel in Berlin, Katherine specializes in global brand strategy, cultural intelligence, international expansion, digital transformation, and cross-cultural leadership. She is also the co-author of Brand Global, Adapt Local: How to Build Brand Value Across Cultures, a practical guide to international brand building that draws on real-world case studies from leading global organizations. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here [https://www.fame.so/follow-rate-review]. Episode Resources: Katherine Melchior Ray LinkedIn [https://www.linkedin.com/in/katherinemelchiorray/] UC Berkeley's Haas School of Business Website [http://haas.berkeley.edu/]

Jun 23

The difference between being data-rich and insight-rich

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Lynn Teo, globally experienced CMO, Chief Experience Officer, and digital transformation leader, to explore what truly separates modern marketing organizations from those simply adopting the latest tools. Drawing on nearly three decades of experience leading global marketing, customer experience, and digital transformation initiatives, Lynn explains why marketing leaders must move beyond the outdated distinction between brand and performance marketing. Instead, she argues that all marketing should be accountable to business outcomes, supported by organizations that are culturally and operationally prepared to embrace change. This conversation explores the growing importance of transforming raw data into actionable insights, highlighting why being data-rich is not the same as being insight-rich. Lynn shares practical frameworks for creating a single source of truth across global teams, uncovering region-specific customer behaviors, and using collaborative interpretation to turn analytics into strategic action. Toby, Jasper, and Lynn also discuss how AI and agentic technologies are reshaping marketing organizations. As automation increasingly handles campaign execution and content production, marketers will need to develop stronger capabilities in orchestration, analytics, customer understanding, and strategic decision-making. This episode is a valuable guide for leaders seeking to build high-performing marketing organizations that combine creativity, technology, data, and customer-centric thinking to drive measurable business growth. What You’ll Learn: Why organizational readiness is often more important than technology when driving marketing transformation How to reject the false divide between brand marketing and performance marketing The difference between being data-rich and insight-rich and why it matters How to build a single source of truth that enables better customer understanding across global markets Why regional customer behaviors require localized marketing strategies despite global brand consistency How specific emotional triggers and language choices can dramatically impact engagement performance The role of cross-functional collaboration in transforming data into actionable business insights How AI and agentic systems are reshaping marketing team structures and capabilities How modern marketing organizations can balance creative excellence with measurable business outcomes Lynn Teo is a globally experienced Chief Marketing Officer, Chief Experience Officer, and digital transformation leader with nearly three decades of experience leading complex, matrixed organizations across North America, Europe, Asia-Pacific, and Australia/New Zealand. Throughout her career, Lynn has helped organizations modernize their marketing capabilities by building performance marketing functions, predictive analytics programs, customer experience strategies, demand generation engines, and full-funnel growth initiatives. Her expertise spans industries including advertising, publishing, education, retail, financial services, travel, healthcare, and technology. Lynn specializes in helping businesses combine creativity, data, technology, and operational excellence to drive growth. She has led large global teams, developed customer-centric transformation strategies, and built collaborative cultures that enable innovation while delivering measurable business impact. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here. Episode Resources: Lynn Teo LinkedInIAA North America Website

The Array.

AI can build 200 campaigns. Should you use it all?

The CRM makeover your growth team needs

What happens when every marketer has an AI team?

What should CMOs actually do with AI?

AI Isn’t the Strategy: How Marketing Leaders Can Turn Technology Into Growth

The human advantage: Why curiosity still beats algorithms in marketing

Why global brands need local intelligence to win across cultures

The difference between being data-rich and insight-rich

Trailer

Welcome to "The Array."

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The Array.

Episodes

AI can build 200 campaigns. Should you use it all?

The CRM makeover your growth team needs

What happens when every marketer has an AI team?

What should CMOs actually do with AI?

AI Isn’t the Strategy: How Marketing Leaders Can Turn Technology Into Growth

The human advantage: Why curiosity still beats algorithms in marketing

Why global brands need local intelligence to win across cultures

The difference between being data-rich and insight-rich

Trailer

About

Information