43: How experimentation can fuel marketing effectiveness: Insights from General Motors Executive Director of Marketing and Consumer Engagement Laura Thornton

43: How experimentation can fuel marketing effectiveness: Insights from General Motors Executive Director of Marketing and Consumer Engagement Laura Thornton

At General Motors, modernizing marketing means more than just adopting new tools—it requires thoughtful experimentation and sound human judgment to apply AI and other innovations while protecting the customer experience. In this episode, Laura Thornton shares how General Motors (GM) approaches this balance through two parallel efforts: marketing technology modernization and Project Leapfrog, a pilot program where teams can test low-risk ideas outside the core operating model. She explains how this approach helps her team experiment with new AI tools to quickly solve problems and expedite workflows. Laura encourages marketing leaders to create room for testing, give teams permission to fail, build confidence through hands-on use of new tools while avoiding changing too much too fast. Laura also discusses a real leadership challenge for marketing and consumer engagement leaders: not only adopting AI, but helping employees throughout the enterprise adapt while keeping human judgment and customer connection at the center. "Taking risks is something that can feel very daunting, and as marketers, we have to be open to trying and testing new things. So that has to be fundamental." - Laura Thornton In this episode, you'll hear about: AI adoption approaches that can bring change without putting core work at risk Experimentation insights that can help teams unlock better ideas, accelerate learning and improve adoption Leadership tips for fostering AI-driven change with humans-in-the-loop Key highlights: [00:00] Introduction [01:20] An auto industry family legacy [01:55] Laura's GM path: From account coordinator to executive director [03:25] Perspectives from the agency side vs. client side [04:15] Taking customer journeys from insights to action [05:10] Embracing MarTech transformation [06:25] Introducing Project Leapfrog [07:25] AI pilot experimentation [10:25] Integrating AI with the human workforce [11:45] Lessons for future transformations [13:00] An experience that defines you: Trusting the process through career pivots [14:15] Advice to your younger self: Find your voice early to grow confidence [15:10] A topic you're trying to learn more about: Change management [17:00] Latest curiosities: Analog, in-person experiences [18:45] Largest potential threat: Pressure to change too rapidly without a strategy Resources mentioned: General Motors [https://www.gm.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 Laura and GM: Laura on LinkedIn [https://www.linkedin.com/in/ellethornton?trk=public_post_feed-actor-name] General Motors on LinkedIn [https://www.linkedin.com/company/general-motors] 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]

42: How Adobe is embracing the future of creative work: Insights from Adobe Chief Content and Creative Officer Stacy Martinet

What could marketing teams accomplish if they spent less time chasing inputs and more time shaping ideas? In this episode, Stacy Martinet, chief content and creative officer at Adobe, shares her perspective on one of the near-term opportunities for marketing leaders: using AI to reduce workflow grind. She highlights how processes that once took weeks—such as brief creation—can now take minutes, giving teams more time to focus on concepts, production and cultural relevance. Drawing on her experience across media, communications and brand leadership, Stacy suggests that even as AI tools and processes evolve, craft and specialist roles remain essential. Stacy also discusses creator collaborations, which she believes work well when brands give creators room to do what they do best, rather than over-engineering the outcome. Authentic creator-driven content can help unlock a meaningful audience connection that brands cannot easily create on their own. The key is creative leaders nurturing a culture of experimentation by reducing fear of trying something new and building AI fluency that enables brand growth. In this episode, you'll hear about: * How creative teams can harness AI technology to drive results and increase focus on the big picture Why brands should approach the creator economy as a valuable collaboration opportunity to reach more customers Practical ways creative leaders can encourage technology experimentation and help teams adapt to change Key highlights: [00:00] Introduction [01:05] Inspiration from everyday interactions [02:20] Stacy's path to Adobe [06:00] The role of creators in brand marketing [07:15] How Adobe Firefly spotlights creators [09:05] The origins of the creator economy [10:20] Embracing the agentic AI era [11:20] Streamlining the creative brief [14:20] Early career inspiration: Role models [15:30] Advice to your younger self: No lesson too small [15:55] A topic you're trying to learn more about: Ancestry and Italian cooking [16:30] Latest curiosities: Communicating change to prepare for the future [17:00] Largest potential threat: Brands not keeping up with AI's rapid growth Resources mentioned: Adobe [https://www.adobe.com/] Adobe Firefly [https://firefly.adobe.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 Stacy and Adobe: Stacy on LinkedIn [https://www.bing.com/ck/a?!&&p=fc7c1a1f7aeb69221695c56a12b512b2fb00ea1dfbd8063ae13bef3fccd018b4JmltdHM9MTc3OTc1MzYwMA&ptn=3&ver=2&hsh=4&fclid=2ec33a1d-62d4-6181-28e7-2d5f63166026&psq=stacy+martinet+adobe&u=a1aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2luL3N0YWN5bWdyZWVu] Adobe on LinkedIn [https://www.bing.com/ck/a?!&&p=58f299d80add19e2e59a9159588692ef4ba9c07c3b6196e875fb5ab9fbd4e155JmltdHM9MTc3OTc1MzYwMA&ptn=3&ver=2&hsh=4&fclid=2ec33a1d-62d4-6181-28e7-2d5f63166026&psq=linkedin+adobe&u=a1aHR0cHM6Ly93d3cubGlua2VkaW4uY29tL2NvbXBhbnkvYWRvYmU] 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]

41: Turning brand awareness into loyalty: Insights from Herbalife CMO Hanan Wajih

How can marketing help turn brand recognition into meaningful connections? In today's episode, Alan Hart speaks with Herbalife CMO Hanan Wajih about how she views marketing's role in helping lead enterprise transformation by strengthening the brand, sharpening the company's storytelling, and equipping distributors with better tools and content to better support customers. Hanan explains that Herbalife's current opportunity is not awareness, but familiarity, because many people know the name without fully understanding the company's purpose, product quality, innovation, scale or distributor model. She points to the company's broad reach—from nutrition clubs and distributors to sports partnerships and product innovation—and explains why that scale makes clear, consistent storytelling and increasingly personalized engagement more important than ever. For marketing leaders, her comments suggest three practical priorities: continue investing in brand building as a long-term driver of trust and loyalty, use technology to make content and engagement more relevant at scale, and help teams build the skills needed to lead through ongoing change. Hanan also shares her perspective that, as AI reshapes marketing, authenticity, strong values and the willingness to challenge old ways of working are likely to matter just as much as new tools. In this episode, you'll learn: Why awareness may not be enough to build deeper trust, loyalty and long-term growth How marketing can help support transformation through better tools, clearer stories and stronger alignment The importance of balancing innovation with trust and credibility Key highlights: [00:00] Introduction [01:20] A moment in Maui [03:00] Hanan's path to Herbalife [06:55] The scope of her role [07:30] The mission of Herbalife [10:00] Herbalife's enterprise transformation [12:10] Marketing's role in the transformation journey [15:00] An experience that defines you: A multicultural upbringing [16:20] Advice to your younger self: Trust yourself sooner [16:45] What are you curious about: Leadership in the AI era [17:25] What are you trying to learn more about: Generation Alpha and Beta [18:05] Largest opportunity and threat to marketers today: Authenticity [18:30] What would you want an AI agent or an LLM to do for you: Quantify the impact of brand marketing Resources mentioned: Herbalife [https://www.herbalife.com/en-us] 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 Hanan Wajih and Herbalife Hanan Wajih on LinkedIn [https://www.linkedin.com/in/hananwajih/] Herbalife on LinkedIn [https://www.linkedin.com/company/herbalife/] 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]

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]