Cultural Fluency Makers: Unlocking Business Growth Through Cultural Intelligence

Stop Designing for One Market: Global Marketing with Natalie Wills - Cultural Fluency Makers

What if the most important marketing skill isn't creativity or data fluency, but the ability to genuinely understand people who are nothing like you? Natalie Wills has spent her career building brands that feel native to the cultures they serve. As SVP of Marketing and Creative at Expedia Group, she oversees a portfolio spanning Expedia, Hotels.com, and Vrbo, managing brand strategy across dozens of markets, with a philosophy rooted in local insight, diverse teams, and the courage to actually listen to consumers. In this episode, Natalie joins host David Wellisch to explore what it really means to do global marketing well. It’s not by applying a "matching luggage approach" to creative across markets, but by digging deep into what makes each culture tick. They cover the role AI should and shouldn't play in creative strategy, why a focus group comment about "homework" became a campaign revelation, and how brands need to rethink their entire channel mix in the age of agentic AI.  Takeaways: * Designing only for lead markets leaves the rest of the world behind. A campaign built for the US or UK cannot simply be adapted for global audiences. Local media habits, cultural nuances, and consumer trust require genuinely localized thinking from the very start. * Subculture marketing is where real resonance lives. Especially in a market as vast and diverse as the US, reaching consumers means going deeper than broad demographics by partnering with creators who speak directly to specific communities and earn trust that mass advertising cannot. * Brand differentiation must be rooted in real product truth. Marketing can only amplify what is genuinely there, so before investing in creative, teams need to clearly define what each brand actually offers and why a consumer would choose it over every alternative. * AI accelerates creative teams, it does not replace strategic thinking. AI tools help marketers scale faster, prototype quicker, and cut through laborious research tasks, but the creative strategy, consumer insight, and human judgment behind the work still require brilliant minds in the room. * Synthetic audiences are a supplement, not a substitute. Real focus groups still surface the kind of unexpected, unguarded human moments that unlock great campaigns — the offhand comment or honest frustration that no algorithm could have predicted or produced. * Agentic marketing is already changing the channel map. As AI assistants begin making decisions on behalf of consumers, brands need to rethink where they show up, with review platforms, community forums, and trusted content ecosystems becoming as critical as traditional search. * You do not need to have everything figured out before you start. Growth happens on the journey, not at the destination, and the willingness to get moving before conditions feel perfect is often what separates people who build something meaningful from those who are still waiting to begin. Quote of the Show: * "You don't have to have everything figured out before you start living." - Natalie Wills Links: * LinkedIn: https://www.linkedin.com/in/nataliealisonwills/ [https://www.linkedin.com/in/nataliealisonwills/] * Website: https://www.expedia.com/ [https://www.expedia.com/] Ways to Tune In: * Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex [https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex]  * Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes [https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes]  * Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e [https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e]  * Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 [https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367]

Closing the Proximity: How Google Connects Brands to Consumer Passions with Daryl Butler

Daryl Butler has spent his career doing one thing exceptionally well: helping brands show up in ways that feel real. As VP of Marketing Global Brand Partnerships at Google, he leads at the intersection of technology, creativity, and culture, but his roots run through some of the most community-driven brands in the world: Nike Jordan, Beats by Dr. Dre, and HP. In this episode, Daryl joins host David Wellisch to unpack what cultural fluency actually looks like inside one of the world's most powerful tech companies. He digs into why today's consumers are harder than ever to reach, how Google is positioning Pixel as a challenger brand, and why the best marketing still comes down to a simple question: does this brand get me? Tune in for a masterclass in what it really means to build brands that people actually invite into their lives. Takeaways: * Consumers are multi-hyphenate, and that's only growing. Today's audiences defy single-category labels. Brands that try to fit consumers into tidy boxes will always be a step behind. * The Picasso vs. Einstein tension is real. Great marketing requires both data (Einstein) to identify the right consumer and storytelling artistry (Picasso) to earn their attention. The mix shifts depending on the product, but abandoning either one is a recipe for mediocrity. * Think like a consumer. Daryl's consistent advice to his team: look at your brand through the lens of the person you're trying to reach. If you wouldn't invite it into your own life, why would they? * Operating as a challenger brand is a mindset shift, not just a strategy. For Pixel, leaning into challenger brand thinking and showing up differently unlocked a more authentic and resonant brand story. It also required real courage to walk away from the playbook the category leaders had already written. * Real human interaction can't be fully replaced by synthetic data. Daryl regularly visits high schools and shows up in community spaces to feel the pulse of culture firsthand. No AI system can fully capture the electricity of genuine, in-person cultural exchange. * Curiosity is the foundation of cultural fluency. From his finance days browsing Foot Locker shelves to sitting down with Dre and Ice Cube to uncover NWA's real origin story, Daryl's superpower has always been asking why. The best marketing breakthroughs, he'll tell you, start long before anyone opens a brief. Quote of the Show: * “It always goes back to a curiosity for what moves the needle in the hearts and minds of the consumer.” - Daryl Butler Links: * LinkedIn: linkedin.com/in/darylbutler [https://www.linkedin.com/in/darylbutler/] Ways to Tune In: * Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex [https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex]  * Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes [https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes]  * Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e [https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e]  * Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 [https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367]

The Best Advice from Top Marketing & Insights Leaders - Compilation Episode

In this special compilation episode of Cultural Fluency Makers, we’re bringing together some of the most powerful career advice shared by our guests. From CMOs to cultural insights leaders, each perspective offers a unique lens on growth, resilience, and navigating an ever-changing professional landscape. Across every conversation, a few themes stand out: stay curious, embrace change, define what matters to you, and don’t be afraid of a nonlinear path. Whether you’re just starting out or rethinking your next chapter, this episode is packed with insights to help you move forward with intention. Takeaways: * Curiosity is one of the most important drivers of long-term career growth * There is no “perfect” career path. Embrace the nonlinear journey * Patience and self-awareness are critical, especially early in your career * The hardest moments often lead to the biggest opportunities * Embracing change is essential to staying relevant * Know what matters to you, even if you don’t know exactly where you’re going * There is no substitute for hard work and consistency * Ask for what you want and take initiative in your career * Build your personal brand early and intentionally * Balance ambition with well-being and long-term sustainability Quote of the Show: *  ” It doesn't get easier, but you get stronger. As you move up in your career, as you progress through different life stages, it becomes more difficult and more complex, but you become more experienced and you have more tools at your disposal to manage through the ups and downs of life.” - Linda Bethea Ways to Tune In: * Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex [https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex]  * Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes [https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes]  * Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e [https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e]  * Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 [https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367] Cultural Fluency Makers is presented by Collage Group.

Beyond the Buyer: The Power of Cultural Intelligence in Marketing with Tobias Puehse

The key to better marketing isn’t understanding customers. It’s understanding people. In this episode of Cultural Fluency Makers, Tobias Puehse, SVP of Insights & Intelligence at Mastercard, explores what it truly means to understand people, not just as customers, but as complex, values-driven individuals. He unpacks how cultural intelligence goes beyond data, blending human insight, behavior, and technology to create more meaningful brand connections.  From the shift toward intentional spending to the growing importance of aligning with people’s values, Tobias explains how brands can turn cultural moments into powerful movements. The conversation also dives into the evolving role of AI, emphasizing that even in an automated future, human values will continue to shape decisions. Tobias shares how organizations can stay relevant by being invited into consumers’ lives, not intruding, and why curiosity, empathy, and asking better questions are critical skills for the next generation. This episode redefines what it means to create marketing that is truly human, intentional, and impactful. Takeaways: * People over Customers: The most effective brands don’t just analyze buyers, they listen to people’s values, voices, and lived experiences. * Balance Values vs. Value: Recognize the tension between what people believe in and what they can afford, and ensure your brand messaging reflects both. * Turn Moments into Movements: Leverage cultural passion points like sports, music, and community events to create deeper emotional connections and a sense of belonging. * AI Elevates Human Values: Even as AI transforms commerce, decisions will still be guided by human priorities like sustainability, health, and community. * Curiosity is the Ultimate Skill: The future belongs to those who can ask better questions, translate data into meaning, and stay deeply attuned to culture. Quote of the Show: *  ”Cultural fluency is the awareness of what’s driving people, what they’re feeling, how they’re interacting with each other, and the values they share.” – Tobias Puehse Links: * LinkedIn: linkedin.com/in/tobias-puehse [https://www.linkedin.com/in/tobias-puehse/] * Website: www.mastercard.com [http://www.mastercard.com]  Ways to Tune In: * Spotify: https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex [https://open.spotify.com/show/6zWYQ3jHAH2t7Fp1IGKnex]  * Apple Podcasts: https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes [https://podcastsconnect.apple.com/my-podcasts/show/cultural-fluency-makers-unlocking-business-growth-through-cultural-intelligence/19aa6ec3-7bd8-47d2-92f3-dd77a6296383/episodes]  * Amazon Music: https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e [https://music.amazon.com/podcasts/1940eb19-acfb-45c1-bd1e-a4620ca9256e]  * Podchaser: https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367 [https://www.podchaser.com/podcasts/cultural-fluency-makers-unlock-5790367]

Legacy Reborn: Purpose, Trust, and Transformation with Keith Clark

Keith Clark, Chief Marketing Officer of Mutual of Omaha, shares powerful insights on bridging generational gaps, the strategic value of "structural freedom," and why trust remains the ultimate currency in a skeptical market. With a career spanning 17 years on the agency side before moving in-house, Keith draws on his deep experience with globally recognized organizations like the US Navy and USAA to explain how to modernize legacy brands without losing their historical soul. He details the successful revitalization of Wild Kingdom, illustrating how to transform a 1970s nostalgia play into a purpose-driven platform that resonates with Gen Z’s passion for wildlife protection Keith explains why Mutual of Omaha’s status as a mutual company allows for a long-term perspective. This structural advantage enables the brand to build foundations of trust designed to last a century rather than chasing quarterly Wall Street targets. He outlines a pragmatic approach to marketing that prioritizes transparency and education over high-gloss influencers, advocating for internal experts to share their authentic passion directly with consumers. From navigating the repetitive traps of generative AI to signaling cultural values through physical investments in downtown Omaha, Keith demonstrates how grounding every decision in human connection and selfless purpose is what truly moves a brand forward. Takeaways: * Bridge the Generational Gap: Revitalize legacy brands by leading with a universal purpose, like wildlife protection, to capture the hearts of Gen Z and Millennials while honoring the nostalgia of older demographics. * Leverage Your "Structural Freedom": Prioritize long-term customer trust and lifetime relationships over the pressure of quarterly earnings by leaning into the unique strengths of your business model. * Build Trust Through Transparency: Combat consumer skepticism by being radically honest about your industry and focusing on educating your audience to empower their decision-making. * Prioritize Authenticity Over Influencers: Showcase the raw passion and expertise of the people who actually build your products instead of relying on polished external spokespeople. * Treat AI as a "Fast Follower": Use generative AI to spark ideas and drive efficiency, but never allow it to replace the human "soul" required to make your creative work truly connect. * Invest in the Employee Experience: Use your physical workspace as a cultural signal to foster internal pride and reinforce your brand’s values from the inside out. Quote of the Show: * “Trust is hard to build and easy to lose, but when you start with a level of transparency, purpose, and honesty, trust comes along with it.” - Keith Clark Links: * LinkedIn: linkedin.com/in/keith-clark-4283551 [https://www.linkedin.com/in/keith-clark-4283551/] * Website: https://www.mutualofomaha.com [https://www.mutualofomaha.com]