Marketing Beyond with Alan B. Hart

40: Preparing marketing data for AI: Insights from jeweler David Yurman's global head of CRM, data, customer experience and loyalty, Neha Kovach

What does "AI-ready data" look like in a modern marketing organization, and where can it create practical value for marketers? In today's episode Alan Hart talks with Neha Kovach about the practical work marketers may need to consider before AI can deliver real value. Neha is jeweler David Yurman's global head of customer resource management, data, customer experience and loyalty. Neha believes that getting data ready is less about volume, more about structure and context: cleaning it up, defining customers more clearly, and turning general customer data into signals that can guide action—like how recently someone purchased or how close they are to a milestone. She suggests the bigger opportunity for AI may not be routine service, but rather helping marketers improve conversion, retention, and personalization with more relevant timing and messaging. She also points to a separate operational benefit: increasing workforce capacity by helping teams work more efficiently. Looking ahead, she also explores what it might take for brands to compete in a world where AI agents may increasingly shape what customers see, consider and buy. In this episode, you'll hear about: Ways to think about creating a stronger data foundation to prepare for AI more effectively Where AI may offer practical support across customer engagement, team capacity and decision-making Why understanding customer intent may become increasingly important as marketing continues to evolve Key Highlights: [00:00] Introduction [01:15] Moving to the United States [02:05] Neha's path to David Yurman [04:25] What is David Yurman? [05:20] Preparing data for AI [07:55] Bringing agents into the mix [11:20] Specific agentic use cases [13:20] Customer experience in an agentic-enabled world [14:30] An experience that defines you: Losing her mother and becoming one herself [17:35] Advice to your younger self: Be gentle to yourself [18:50] A topic marketers need to learn more about: Neuroplasticity and quantum physics [20:45] Largest opportunity and threat to marketers today: Customer attention span Resources mentioned: David Yurman [https://www.davidyurman.com/] Follow the podcast: Listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/marketing-beyond-with-alan-b-hart/id1035441301] Listen on Amazon Music [https://music.amazon.com/podcasts/8f4854c6-bc4d-43bb-bc38-22de023d5952/marketing-beyond-with-alan-b-hart] Listen on Audible [https://www.audible.com/podcast/Marketing-Today-with-Alan-Hart/B08JJP7SLG] Listen on iHeart Radio [https://www.iheart.com/podcast/263-marketing-beyond-with-alan-27847208/] Listen on Spotify [http://spoti.fi/2mCUGnC] Connect with Neha Kovach and David Yurman Neha Kovach on LinkedIn [https://www.linkedin.com/in/nehakovach/] David Yurman on LinkedIn [https://www.linkedin.com/company/david-yurman/] Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X [https://x.com/abhart] Connect with Alan Hart on LinkedIn [https://www.linkedin.com/in/alanhart] Connect with Deloitte Digital on LinkedIn [https://www.linkedin.com/company/deloitte-digital/posts/?feedView=all] Connect with Deloitte Digital on Instagram [https://www.instagram.com/deloittedigital] Connect with Deloitte Digital on YouTube [https://www.youtube.com/deloittedigital] Connect with Deloitte Digital on Threads [https://www.threads.net/@deloittedigital]

39: How sales and marketing can grow together: Insights from Braze Chief Revenue Officer Ed McDonnell

What can stronger sales and marketing alignment look like in practice? In today's episode, Alan Hart talks with Braze Chief Revenue Officer Ed McDonnell about building a career by chasing experiences and skills instead of titles; why strong sales and marketing partnerships start with shared ownership of the customer journey, and how marketers can stay close enough to customers to understand where performance is really breaking down. Drawing on leadership experience across high-growth software, Ed explains why alignment can improve when teams focus less on funnel labels and more on the full customer journey, from awareness to renewal and advocacy. He also talks about the role of data, regular review cadences and honest conversations about where pipeline performance is falling short. Ed shares how Braze is using AI to support decision-making, campaign execution and marketer workflows, and why he believes AI will make shopping more curated, conversational and immediate. For marketers, his message is clear: Better tools matter but staying close to customers and evolving as quickly as they do matters more. In this episode, you'll learn: Why growth can happen faster when sales and marketing stay focused on the customer What leaders can do to spot weak points early and keep teams moving together Where AI can help make customer experiences more relevant and responsive Key highlights: [00:00] Introduction [01:00] Inside fantasy baseball [03:30] Ed's path to Braze [09:15] Where Braze is today [11:10] Bringing sales and marketing together [15:30] Tips for creating a better customer experience [16:45] Building internal trust [19:30] The impact of AI [23:20] An experience that defines you: Family ties and a health scare [26:30] Advice to your younger self: Chase experiences and skills, not titles [28:50] A topic marketers need to learn more about: AI applications for go to market [30:50] What are you interested in right now: Fantasy books and golf [32:30] Largest opportunity or potential threat to marketers today: Themselves Resources mentioned: Braze [https://www.braze.com/] Follow the podcast: Listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/marketing-beyond-with-alan-b-hart/id1035441301] Listen on Amazon Music [https://music.amazon.com/podcasts/8f4854c6-bc4d-43bb-bc38-22de023d5952/marketing-beyond-with-alan-b-hart] Listen on Audible [https://www.audible.com/podcast/Marketing-Today-with-Alan-Hart/B08JJP7SLG] Listen on iHeart Radio [https://www.iheart.com/podcast/263-marketing-beyond-with-alan-27847208/] Listen on Spotify [https://open.spotify.com/show/2mzR0aLpS5qdJp2odqD5EF?si=72ace4baaf41486c] Connect with Ed McDonnell and Braze Ed McDonnell on LinkedIn [https://www.linkedin.com/in/edwardmcdonnell/] Braze on LinkedIn [https://linkedin.com/company/792882/] Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X [https://x.com/abhart] Connect with Alan Hart on LinkedIn [https://www.linkedin.com/in/alanhart] Connect with Deloitte Digital on LinkedIn [https://www.linkedin.com/company/deloitte-digital/posts/?feedView=all] Connect with Deloitte Digital on Instagram [https://www.instagram.com/deloittedigital] Connect with Deloitte Digital on YouTube [https://www.youtube.com/deloittedigital] Connect with Deloitte Digital on Threads [https://www.threads.net/@deloittedigital]

38: Turning customer stories into growth: Insights from Shopify's head of Customer & Industry Marketing, Génesis Miranda Longo

How can marketing leaders use AI to scale customer storytelling in ways that drive growth without losing the human connection that matters? In today's episode, Alan Hart talks with Génesis Miranda Longo, Shopify's head of customer and industry marketing, about how customer stories can drive both growth and trust. Génesis explains that her role spans two priorities: helping new customers discover Shopify and helping existing customers grow by bringing their stories to market. She sees those stories as more than content because they help prospects to picture what success looks like, give sales teams stronger proof points, foster community, and build deeper customer relationships. Génesis believes AI should accelerate the work around the conversation, not replace the conversation itself. She shares how she uses AI to research, prepare, and scale customer marketing, while emphasizing that valuable insights still come from talking directly with customers. She closes with a broader lesson for marketing leaders: don't wait for permission, build what's needed, and use automation to create more space for real human connection. In this episode, you'll learn: Why customer stories are more impactful when they build trust Where AI adds value in Génesis's workstream; Why lasting progress often depends on clarity, not just speed Key highlights: [00:00] Introduction [01:05] Growing up in Mexico [02:00] Génesis's path to Shopify and the scope of her role [03:20] Symbiotic customer storytelling [05:20] Scaling customer stories [07:14] Revving the performance engine [08:10] "Matchie" and her library of content [08:55] Shopify Champions [10:10] Tips for marketers [12:00] An experience that defines you: Being raised in Sinaloa [12:55] Advice to your younger self: Don't wait for permission [13:35] A topic marketers need to learn more about: AI for decision-making [14:45] What are you curious about: How new communities are being created [17:10] Largest opportunity for marketers today: Becoming a "way maker" [18:05] One-way agentic AI will fundamentally change how we shop in the next year Follow the podcast: Listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/marketing-beyond-with-alan-b-hart/id1035441301] Listen on Amazon Music [https://music.amazon.com/podcasts/8f4854c6-bc4d-43bb-bc38-22de023d5952/marketing-beyond-with-alan-b-hart] Listen on Audible [https://www.audible.com/podcast/Marketing-Today-with-Alan-Hart/B08JJP7SLG] Listen on iHeart Radio [https://www.iheart.com/podcast/263-marketing-beyond-with-alan-27847208/] Listen on Spotify [http://spoti.fi/2mCUGnC] Connect with Génesis Miranda Longo and Shopify: Génesis Miranda Longo on LinkedIn [https://www.linkedin.com/in/genesismirandalongo/] Shopify on LinkedIn [https://www.linkedin.com/company/shopify/] Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X [https://x.com/abhart] Connect with Alan Hart on LinkedIn [https://www.linkedin.com/in/alanhart] Connect with Deloitte Digital on LinkedIn [https://www.linkedin.com/company/deloitte-digital/posts/?feedView=all] Connect with Deloitte Digital on Instagram [https://www.instagram.com/deloittedigital] Connect with Deloitte Digital on YouTube [https://www.youtube.com/deloittedigital] Connect with Deloitte Digital on Threads [https://www.threads.net/@deloittedigital]

37: Adapting to shifts in consumer behavior: Insights from Rich Honiball, retail executive and adjunct instructor at George Mason University

How can marketers adapt when consumer behavior is shifting faster than traditional strategies can keep up? In this episode Rich Honiball shares his perspective on navigating the fundamental transformation that's continuing to happen in how people buy and consume information. Drawing on his experience across retail and marketing leadership roles, Rich argues that today's rapid changes demand agile platforms where personalization becomes necessity rather than luxury, and that two-way communication with customers is critical to understanding what will make their lives easier. He challenges the assumption that economic factors alone explain changing purchase patterns, suggesting instead that consumers simply value different things now and seek expertise from different channels. Rich emphasizes the importance of not abandoning core customers when chasing growth and studying how people actually take in information today. Throughout the conversation, Rich stresses that while the channels and methods are evolving rapidly, the fundamental work remains grounded in understanding and serving the people you are trying to reach. In this episode, you'll learn: Why your core customer should anchor your decisions even when everything else shifts What it looks like to build agile platforms that serve complex needs—without losing focus Where AI fits in marketing when human connection remains the priority Key highlights: [01:15] A man on the move [02:10] Rich's path to the Navy Exchange [03:55] Why does the military need a retail store? [06:25] Meeting the needs of all patrons [07:25] Staying competitive as retail options increase [08:30] Balancing art and science [09:55] The purpose of podcasting [12:00] A humble expert is always a student [12:55] An experience that defines you: Chicken gizzards and white rice [15:30] Advice to your younger self: Failure is a part of the puzzle [16:30] A topic marketers need to learn more about: Learn lessons from history [17:50] Trends to follow: Sustainability and shifts in engagement [19:30] Largest opportunity or threat to marketers today: AI is both Resources mentioned: George Mason University [https://www.gmu.edu/] Retail Relates Podcast [https://www.honiball.me/retailrelates] Follow the podcast: Listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/marketing-beyond-with-alan-b-hart/id1035441301] Listen on Amazon Music [https://music.amazon.com/podcasts/8f4854c6-bc4d-43bb-bc38-22de023d5952/marketing-beyond-with-alan-b-hart] Listen on Audible [https://www.audible.com/podcast/Marketing-Today-with-Alan-Hart/B08JJP7SLG] Listen on iHeart Radio [https://www.iheart.com/podcast/263-marketing-beyond-with-alan-27847208/] Listen on Spotify [http://spoti.fi/2mCUGnC] Connect with Rich Honiball and George Mason University: Rich Honiball on LinkedIn [https://www.linkedin.com/in/rhoniball/] George Mason University on LinkedIn [https://www.linkedin.com/school/george-mason-university/] Connect with Alan Hart and Deloitte Digital: Connect with Alan Hart on X [https://x.com/abhart] Connect with Alan Hart on LinkedIn [https://www.linkedin.com/in/alanhart] Connect with Deloitte Digital on LinkedIn [https://www.linkedin.com/company/deloitte-digital/posts/?feedView=all] Connect with Deloitte Digital on Instagram [https://www.instagram.com/deloittedigital] Connect with Deloitte Digital on YouTube [https://www.youtube.com/deloittedigital] Connect with Deloitte Digital on Threads [https://www.threads.net/@deloittedigital]

Rerelease: Unleashing growth with the 'yes, and' strategy with PNC Bank CMO, Jenn Garbach

From the archives - orginally released March 2025 Episode Description Jenn Garbach is the chief marketing officer at PNC Bank, where she leads a team of approximately 200 marketing professionals. Her team focuses on brand and line-of-business marketing, paid and social media, direct marketing, and digital marketing strategies. She also helps oversee the bank's relationship with Arnold Worldwide, PNC's integrated marketing and advertising agency of record. With over 20 years of experience in financial and professional services, Jenn has worked across marketing, product management, strategy, technology, and customer experience. She began her career at Deloitte Consulting, and before joining PNC in June 2023, she held leadership roles at PayPal, Capital One, and Thomson Reuters. On today's show, Alan and Jenn discuss her career journey, her initial goals upon joining PNC and the complexities of launching a new brand for a 160-year-old organization. They explore how marketing, often seen as "just pretty pictures," is actually a key growth driver, a concept they refer to as "The Big M." Jenn also breaks down the fundamental premise and strength of the "Yes, And" model and how it fuels innovation and collaboration. Looking ahead, they discuss AI preparedness and its impact on marketing. Key quotes: "You can't just go out with a really funny, creative ad campaign and hope that it's going to do the job. You have to live your brand every single day—and the products, services, experiences we are bringing to market." - Jenn Garbach, CMO at PNC Bank In this episode, you'll learn: Strategies to gain a competitive edge Tips to enhance your marketing efforts using data-driven techniques How to transform your team into powerful change agents Key highlights: [01:53] Jenn's first job as a cart pusher [03:25] Jenn's career path [06:45] Initial goal when joining PNC [07:32] What is involved in launching a new brand [09:10] "Brilliantly Boring" tagline [13:20] Where does marketing go at PNC now? [16:05] How people become a great change agent [21:35] An experience from your past that defines you: studying abroad. [24:20] Advice to your younger self [25:30] A topic that you and other marketers need to learn more about: AI preparedness [28:35] Trends or subcultures others should follow: Super Bowl [30:50] Largest opportunity or threat to marketers today: pace of change Resources mentioned: Jenn Garbach [https://www.linkedin.com/in/jenngarbach/] PNC Financial [https://www.pnc.com/] Brilliantly Boring at PNC [https://www.pnc.com/en/personal-banking/brilliantly-boring.html] Boring is Essential [https://www.youtube.com/watch?v=juvLSkoci_8] (Launch Video) Follow the podcast: Listen on Apple Podcasts [https://podcasts.apple.com/us/podcast/marketing-beyond-with-alan-b-hart/id1035441301] Listen on Amazon Music [https://music.amazon.com/podcasts/8f4854c6-bc4d-43bb-bc38-22de023d5952/marketing-beyond-with-alan-b-hart] Listen on Audible [https://www.audible.com/podcast/Marketing-Today-with-Alan-Hart/B08JJP7SLG] Listen on iHeart Radio [https://www.iheart.com/podcast/263-marketing-beyond-with-alan-27847208/] Listen on Spotify [http://spoti.fi/2mCUGnC] Connect with Jenn Garbach and PNC Bank: Jenn Garbach on LinkedIn [https://www.linkedin.com/in/jenngarbach/] PNC Bank on X [https://x.com/pncbank] PNC Bank on Instagram [https://www.instagram.com/pncbank/] Connect with Alan Hart and Deloitte Digital: Alan on X [http://twitter.com/abhart%22%20/t%20%22_blank] Alan on LinkedIn [https://www.linkedin.com/in/alanhart] Deloitte Digital on LinkedIn [https://www.linkedin.com/company/deloitte-digital/posts/?feedView=all] Deloitte Digital on Instagram [https://www.instagram.com/deloittedigital] Deloitte Digital on YouTube [https://www.youtube.com/deloittedigital] Deloitte Digital on Threads [https://www.threads.net/@deloittedigital]