The Array.

Jacquard
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The podcast for marketing, technology, and business leaders shaping the future of customer engagement in the AI era. Cutting through the hype, The Array explores the ideas, strategies, and real-world lessons driving meaningful business outcomes. From building AI-ready organisations and strengthening customer relationships to protecting brand identity, unlocking the value of data, and empowering creative teams, each episode features practical conversations with the leaders turning AI from experimentation into measurable impact. Learn more at www.jacquard.com

  1. Why global brands need local intelligence to win across cultures

    hace 3 días

    Why global brands need local intelligence to win across cultures

    In 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/]

    37 min
  2. The difference between being data-rich and insight-rich

    23 jun

    The difference between being data-rich and insight-rich

    In 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

    36 min
  3. The riches are in the niches: Why brands must go deeper, not broader

    16 jun

    The riches are in the niches: Why brands must go deeper, not broader

    In this episode of The Array by Jacquard, Toby and Jasper sit down with Ariela Nerubay, Chief Brand Officer at Walker Advertising, to unpack why cultural fluency is rapidly becoming one of the most important competitive advantages in modern marketing. Drawing from decades of experience building culturally resonant brands across media, retail, and consumer products, Ariela explains why authentic connection goes far beyond surface-level diversity or stereotypical representation. Instead, brands must deeply understand the lived experiences, values, humor, language, and emotional signals of the communities they want to serve. The conversation explores why “the riches are in the niches,” how fragmented audiences are reshaping brand strategy, and why Gen Z’s multicultural identity is forcing marketers to rethink traditional mass-market approaches. Ariela shares practical frameworks for maintaining a consistent global brand identity while still adapting messaging, creative, and experiences to local cultural realities. Toby, Jasper, and Ariela also discuss the hidden costs of cultural blindspots, why diverse teams are essential for avoiding reputational missteps, and how small cultural “winks” often create stronger emotional resonance than broad attempts at inclusivity. This episode is a powerful roadmap for marketers navigating a future where personalization, cultural relevance, and authenticity increasingly determine which brands grow and which become invisible. What You’ll Learn: Why authentic cultural understanding outperforms stereotypical representation How “the riches are in the niches” drives stronger brand advocacy and growth Why Gen Z’s multicultural identity is reshaping the future of marketing The framework for balancing global brand consistency with local cultural relevance How small cultural references and “winks” create deeper emotional connection than generic diversity messaging Why diverse teams and agencies are critical for culturally intelligent marketing The hidden business risks of cultural blindspots and reputational missteps How brands like McDonald’s and Disney localize successfully without diluting their identity Why multicultural marketing should be treated as a growth engine not a side initiative How fragmented audiences are changing the economics of brand building and customer acquisition  Ariela Nerubay is the Chief Brand Officer at Walker Advertising. Throughout her career, Ariela has led brand strategy, marketing transformation, and business growth initiatives across media, retail, entertainment, and consumer products. She previously helped launch Univision telenovelas, the first Univision-branded Spanish-language cable network, and served as a founding executive at TuTv, a joint venture between Univision and Grupo Televisa that culminated in a $110 million acquisition. Known for combining business strategy with deep cultural fluency, Ariela specializes in helping organizations move beyond performative representation toward authentic, emotionally resonant brand building that drives measurable 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 Resources: Ariela Nerubay LinkedInWalker Advertising Website

    37 min
  4. Why emotional connection matters more than product features

    9 jun

    Why emotional connection matters more than product features

    In this episode of The Array by Jacquard, Toby and Jasper sit down with Sally Barton, Director of Marketing Growth Strategy at Mondelez International, to unpack how iconic consumer brands can navigate the growing tension between hyper-personalization and maintaining a consistent brand identity in an AI-driven world. Drawing on experience across categories ranging from chocolate and snacks to skincare and household products, Sally explains why the strongest marketing strategies are rooted not in product features, but in deeply understanding human psychology, emotional need states, and cultural context. This conversation explores how brands can create one-to-one relevance without sacrificing the distinctive assets, tone, and heritage that make consumers trust and love them in the first place. Sally also explores the evolving role of data, social listening, and retail partnerships in helping brands stay connected to consumers without relying solely on direct-to-consumer ecosystems. Along the way, Sally outlines a practical framework for future-proofing marketing organizations through curiosity, adaptability, and stronger brand foundations. What You’ll Learn: How to build marketing strategies around consumer psychology and emotional need states, not just product features Why strong brand foundations matter more than ever in the age of AI-generated content The framework for balancing hyper-personalization with authentic brand identity Why emotional triggers like taste and nostalgia significantly outperform transactional messaging How to use AI to scale content production without losing brand voice or consistency Why cultural nuance and contextual relevance are becoming critical competitive advantages How social listening and retail partnerships help brands stay connected to consumers at scale Why agility, curiosity, and continuous learning are more valuable than rigid marketing playbooks Sally Barton is the Director of Marketing Growth Strategy at Mondelēz International, where she focuses on driving business growth through strategic marketing, brand building, and capability development across some of the world’s most recognizable consumer brands. With experience spanning categories from chocolate and snacks to skincare, detergents, and healthcare products, Sally has built a career around understanding consumer behavior, emotional connection, and the evolving role of marketing in a rapidly changing media landscape. Throughout her tenure at Mondelēz, she has led brand strategy and equity initiatives across iconic brands including Cadbury, Oreo, Toblerone, Triscuit, and Green & Black’s. 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: Sally Barton LinkedInMondelēz International Website

    38 min
  5. How to escape the AI experimentation trap

    3 jun

    How to escape the AI experimentation trap

    In this episode of The Array by Jacquard, Toby and Jasper sit down with Scott Brinker, widely recognized as the “godfather of MarTech,” to explore the realities of AI adoption in marketing and why most organizations are still far from production-ready AI systems. Drawing from insights in his MarTech for 2026 report, Scott explains why AI success starts long before deploying models or tools. Without clean, accessible, and properly governed data, even the most sophisticated AI systems struggle to create measurable business value. This conversation dives into the importance of semantic alignment across organizations, the hidden complexity of context engineering, and why distributed governance is becoming essential for scaling AI without creating operational chaos. Scott also unpacks the rise of agentic systems and introduces the three types of marketing agents reshaping the industry: agents for marketers, agents for customers, and agents of customers. Together, these systems are fundamentally changing customer relationships, brand interaction models, and competitive dynamics. This conversation is a practical roadmap for leaders navigating the shift from AI pilots to real business transformation while preserving creativity, authenticity, and strategic control. What You’ll Learn: Why your data strategy must come before your AI strategy How poor data governance becomes the hidden bottleneck to AI adoption Why experiential language like “explore” and “celebrate” outperforms transactional copy by 46% The three types of marketing agents reshaping the future of customer engagement How “agents of customers” like ChatGPT are changing brand discovery and decision-making Why context engineering is one of the most underestimated challenges in production AI How distributed governance enables scalable AI adoption without creating organizational chaos The difference between AI experimentation and production-ready workflows Why marketing leaders should embrace continuous discovery instead of trying to master AI overnight How to balance AI-driven automation with human creativity and brand authenticity  Scott Brinker is a globally recognized martech analyst, entrepreneur, author, and advisor widely known as the “godfather of MarTech.” Over the past two decades, he has helped define the marketing technology industry through his influential research, writing, and ecosystem leadership. Scott previously served as VP Platform Ecosystem at HubSpot, where he led the company’s global technology partner programs and platform ecosystem strategy. Before HubSpot, he co-founded ion, a pioneering no-code interactive content platform acquired in 2017. He is also the creator of the renowned Marketing Technology Landscape, which tracks the explosive growth of martech vendors from a few hundred companies to more than 15,000. Through his publication ChiefMartec, conference leadership at MarTech, and bestselling books including Hacking Marketing and The New Automation Mindset, Scott has become one of the leading voices shaping how businesses think about marketing, technology, AI, and organizational transformation. 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: Scott Brinker LinkedInChiefmartec Website

    44 min
  6. Why data is becoming the center of modern marketing

    26 may

    Why data is becoming the center of modern marketing

    In this episode of The Array by Jacquard, Toby and Jasper sit down with Rustom Dastoor, EVP, Head of Marketing Communications for the Americas at Mastercard, to discuss how AI is reshaping enterprise marketing, customer relationships, and competitive strategy. Rustom argues that most companies are thinking too small about AI. While many organizations focus on cost reduction and productivity gains, the real opportunity lies in building AI-native enterprises that use data to drive entirely new levels of effectiveness, personalization, and growth. Rustom also explains why brands must prepare for a future where AI agents and algorithms increasingly make decisions before consumers ever interact with a business directly. In that world, companies must optimize not just for people but for machines, APIs, and large language models that act as invisible gatekeepers to customer attention. This episode is a forward-looking blueprint for leaders trying to understand how AI will reshape marketing, enterprise operations, and competitive advantage over the next decade. What You’ll Learn: Why AI’s long-term value goes beyond efficiency and into revenue generation How AI-native enterprises will fundamentally outcompete legacy organizations Why data should become the center of your marketing strategy How creativity evolves when AI handles analysis, insights, and optimization The “Priceless” personalization principle and how AI enables contextual brand relevance Why brands must become machine-readable in an AI-driven economy How AI agents and algorithms are changing customer decision-making behavior Why proprietary data is the most valuable strategic asset businesses own How companies of any size can start building stronger data foundations today The role of human creativity, judgment, and experience in an AI-first future How to think strategically about AI adoption without falling into hype cycles Rustom Dastoor is a global marketing and communications executive serving as Executive Vice President, Head of Marketing Communications for the Americas at Mastercard. With leadership experience spanning North America, South America, Europe, and Asia Pacific, he specializes in enterprise growth, marketing transformation, brand strategy, and go-to-market execution. His expertise also spans both B2B and B2C marketing, including brand development, sponsorships, digital strategy, demand generation, communications, public relations, and content. Known for his transformation-focused leadership style, Rustom has been at the forefront of modernizing marketing organizations through AI, data analytics, personalization, and scalable martech systems. 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.

    41 min
  7. From personas to people: What’s the real future of CRM personalization?

    28 abr

    From personas to people: What’s the real future of CRM personalization?

    In this episode of The Array by Jacquard, Toby and Jasper sit down with Brian Best, Head of Group (xLOB CRM) at Samsung, to unpack how enterprise organizations are evolving from persona-based journeys to true one-to-one personalization in an AI-driven world. They explore why data unification remains the biggest barrier to personalization at scale, and how fragmented systems prevent marketers from delivering consistent, meaningful experiences. Brian shares how Samsung balances global brand consistency with localized, personalized messaging, proving that personalization doesn’t replace brand strategy, it strengthens it. The conversation dives into the nuances of creative performance, including why overused words like “exclusive” lose impact over time, and how simple shifts like verb-first subject lines can significantly improve engagement. They also unpack the evolving role of AI, not as a replacement for marketers, but as a partner, where human creativity and strategic direction guide AI-driven execution. From building trust with legal and compliance teams to embedding AI into daily workflows, Brian outlines a practical roadmap for turning AI into a true ROI engine.  This episode is a must-listen for marketers navigating the complexity of scaling personalization while maintaining brand integrity in a rapidly changing landscape. What You’ll Learn: Why personalization at scale requires both data mastery and creative judgment, not just technology How to balance global brand consistency with localized, one-to-one customer experiences Why semantic fatigue makes overused words like “exclusive” lose effectiveness and how to refresh messaging The verb-first subject line framework that can increase email open rates by up to 20% Why data unification is the foundational bottleneck preventing true personalization How to use AI as a strategic partner, not just a productivity tool, in CRM workflows The importance of building trust with legal and compliance teams to enable faster, more flexible marketing How “reasons to believe” (RTBs) outperform product-led messaging in building customer trust Why cultural relevance, like sports and global events, can significantly boost engagement The first practical step to unlocking AI ROI: creating and “branding” your own AI partner Brian Best is Head of Group (xLOB CRM) at Samsung, where he drives customer engagement and eCommerce strategy for one of the world’s largest consumer electronics brands. With over 15 years of experience in digital transformation, Brian has generated more than $500M in eCommerce revenue and led CRM strategies contributing to multi-billion-dollar business units. Prior to Samsung, Brian held senior digital strategy roles at Publicis Groupe, where he helped global brands modernize their marketing technology stacks and unlock growth through data and AI. He specializes in leveraging machine learning for “Next Best Action” and “Next Best Product” strategies, as well as building AI-driven CRM ecosystems that deliver personalized, multi-channel customer experiences. 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.

    33 min
  8. Why AI agents will replace A/B testing in modern marketing

    21 abr

    Why AI agents will replace A/B testing in modern marketing

    What if the biggest missed opportunity in marketing isn’t what you send but what you shouldn’t send at all? In this episode of The Array by Jacquard, Toby and Jasper sit down with George Khachatryan, Head of AI Decisioning at Braze, to explore how reinforcement learning and AI agents are transforming marketing from static, segment-based campaigns into dynamic systems that make real-time, one-to-one decisions for every customer. They break down why traditional A/B testing is fundamentally limited, how AI decisioning continuously balances exploration and exploitation to maximize outcomes, and why true personalization requires more than just the “right message, right time, right channel.” The conversation dives into the importance of knowing when not to engage, the tension between short-term performance and long-term brand identity, and the three key bottlenecks - content generation, data integration, and experimentation, that prevent most organizations from realizing AI’s full potential. This episode also reframes the marketer’s role in an AI-first world: from executing campaigns to managing intelligent agents, setting guardrails, and making strategic trade-offs that data alone can’t solve. For teams looking to move beyond manual segmentation and unlock meaningful ROI from AI, this conversation provides a clear, practical framework for the future of marketing. What You’ll Learn: Why most marketing teams are bottlenecked by content, data, or experimentation and how to identify your weakest link How reinforcement learning outperforms traditional A/B testing by minimizing wasted opportunity during experimentation Why “right message, right time, right channel” is incomplete without knowing when not to send anything How AI decisioning enables continuous, real-time personalization at the individual level - not just segments The hidden trade-off between short-term conversions and long-term brand equity and how to manage it with guardrails How combining content generation AI with decisioning AI creates exponential personalization at scale Why marketers are evolving from campaign operators to “AI agent managers” How autonomous systems balance exploration and exploitation to solve the cold-start problem What it takes to move from static creative libraries to infinite, personalized customer experiences George Khachatryan is the Head of AI Decisioning at Braze, a pioneering platform in AI-driven lifecycle marketing. He specializes in applying reinforcement learning and AI agents to optimize customer engagement at scale, enabling brands to move beyond manual segmentation and rule-based systems toward fully autonomous, one-to-one decisioning. Under his leadership, AI decisioning platforms have helped enterprises dramatically improve campaign performance across use cases like cross-sell, retention, and winback by making real-time, individualized marketing decisions. George is at the forefront of redefining how marketers leverage AI - not just for automation, but for continuous learning, experimentation, and strategic growth. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts.

    37 min
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The podcast for marketing, technology, and business leaders shaping the future of customer engagement in the AI era. Cutting through the hype, The Array explores the ideas, strategies, and real-world lessons driving meaningful business outcomes. From building AI-ready organisations and strengthening customer relationships to protecting brand identity, unlocking the value of data, and empowering creative teams, each episode features practical conversations with the leaders turning AI from experimentation into measurable impact. Learn more at www.jacquard.com

Información

  • Creador
    Jacquard
  • Años de actividad
    2 k
  • Episodios
    23
  • Clasificación
    Explícito
  • Copyright
    © Jacquard
  • Mostrar sitio web
    The Array.