45: Scaling relevance: Insights from Visa Senior Vice President of Marketing, Kevin Skirde

45: Scaling relevance: Insights from Visa Senior Vice President of Marketing, Kevin Skirde

Marketers are being pushed to do more than run campaigns. They are being asked to build relevance, personalize at scale and make every interaction feel more relevant to the individual. That shift requires a different kind of leadership, one grounded in adaptability and curiosity. In this episode, Visa Senior Vice President of Marketing Kevin Skirde reflects on a career shaped by experimentation. He said that taking roles he did not initially see himself in helped build a strong foundation for leadership, including learning how to be comfortable in the uncomfortable and turning complex information into clear strategy for executives. That mindset carries into how he thinks about teams. Skirde points to culture, high-performing teams and relationships as core drivers of effectiveness, saying strong outcomes depend not just on ideas but on the people and environment that bring them to life. On marketing and artificial intelligence (AI), Skirde says the technology can automate repetitive tasks and help smaller companies compete more effectively. At the same time, it raises the premium on human judgment, strategy and relevance. As marketing shifts toward more continuous, one-to-one journeys, the real advantage comes from understanding what matters to each individual, and creating connections that feel personal rather than interruptive. In this episode, you'll hear about how: The strongest marketing feels personal, relevant and built around real consumer interests Complexity becomes an advantage when teams simplify it into clear, actionable value AI is raising the premium on human judgment and leaders who can build effective strategies, shifting from execution to direction and better outcomes Key highlights: [01:15] Introduction and a fear of flying [05:11] Kevin Skirde's path to Visa [05:45] Learning through career experiments [06:45] American Express lessons: Precision, loyalty and operating mindset [07:35] Startup lessons [08:20] Leadership, culture and high-performing teams [18:00] Making sense of marketing complexity [23:05] From interruption to relevance [26:25] An experience that defines you: Missing one path and finding the right one [31:05] Advice to your younger self: Have fun, be patient, keep learning [32:35 A topic you're trying to learn more about: Retirement and purpose [35:45] Latest curiosities: The future workforce for the next generation [41:50] Largest opportunity or threat: AI and the rising value of human judgment Resources mentioned: Visa [https://www.visa.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 Laura and GM: Kevin Skirde on LinkedIn [https://www.linkedin.com/in/kevinskirde?trk=public_post_feed-actor-name] Visa on LinkedIn [https://www.linkedin.com/company/visa] 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: Bridging the gap between marketers and consumers: Insights from Gayle Troberman, executive advisor at iHeartMedia

RERELEASE: From the archives — originally released in July 2025. Are your ads landing with consumers? According to iHeartMedia's "The New American Consumer 2.0" study, 44% of Americans feel ignored by most advertisers. In today's episode, Alan chats with Gayle Troberman, executive advisor at iHeartMedia, about bridging the gap between marketers and consumers, and the marketing principles that stay consistent despite technological advancements. Gayle emphasizes the importance of balancing new technology with classic marketing approaches and cautions against neglecting potential customers by focusing too narrowly on the target audience. She highlights the power of evoking memories in advertising, primarily through audio, with examples of iconic jingles. She also describes why radio and podcasting are effective tools for mass reach and emotional engagement. Gayle Troberman is a highly respected marketing industry veteran. She spent 16 years as chief creative officer at Microsoft, then as chief marketing and ideas officer at IPG Mediabrands. She then became chief marketing officer at iHeartMedia for over a decade before moving into her current role as executive advisor. Today, Gayle works across all iHeartMedia businesses to help them connect with consumers in a deeper, more meaningful way. Her "human first, outcome second" approach to life and marketing has kept her consistently in tune with consumers throughout her career. In this episode, you'll hear about: The inspiration behind "The New American Consumer 2.0" study and insights from the research How marketers can better understand their audience Approaches to using AI and targeting to add value from a consumer perspective Key highlights: [00:00] Rerelease note [00:20] Introduction [01:50] A "muppalucky" life [02:55] Gayle's career path [05:55] The secret to a long CMO tenure [07:50] Enduring truths in marketing [13:45] "The New American Consumer Report 2.0" [18:30] How marketers can reconnect with everyday consumers [22:45] Who has influence? [24:20] Using AI in a mindful way [28:35] An experience that defines you: Developing a human-first philosophy [31:35] Advice to your younger self: A little more patience and empathy [33:05] A topic marketers need to learn more about: Balancing the new with the classics [34:20] Subcultures and trends to follow: Young people taking strong stances [35:40] Largest opportunity and threat to marketers today: Fake performance indicators Resources mentioned: Gayle Troberman [https://www.linkedin.com/in/gayletroberman/] iHeartMedia [https://www.iheartmedia.com/] The New American Consumer 2.0 study [https://www.iheartmedia.com/press/new-study-iheartmedia-and-malcolm-gladwells-pushkin-industries-finds-consumers-feel] 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 Gayle Troberman and iHeartMedia: Gayle Troberman on LinkedIn [https://www.linkedin.com/in/gayletroberman/] iHeartMedia on LinkedIn [https://www.linkedin.com/company/iheartmedia/] iHeartMedia on Instagram [https://www.instagram.com/iheartmediaofficial/?hl=en] iHeartMedia on YouTube [https://www.youtube.com/channel/UC8jJvp_UPzY3xmKxdDFbv6w] Connect with Alan Hart and Deloitte Digital: Alan Hart on X [https://x.com/abhart] Alan Hart 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]

44: Creating with sales, not for sales: Insights from Vanguard Head of Sales Channel Marketing John Howie

What strategies is Vanguard using to help marketing and sales stay aligned while keeping the client at the center? In this episode, Vanguard's John Howie, head of sales channel marketing for the financial advisor services division, reflects on his move from sales into marketing. He discusses how marketing leaders can drive stronger results by grounding solutions in each client's selling realities and building a shared understanding with sales, not just for sales. John describes how his team uses direct input from sales leaders to shape marketing efforts around real selling conditions, and emphasizes that effective internal change efforts need both rational support and human buy-in. When it comes to AI, John advocates using it to guide strategy, rather than to fully design or replace the strategy itself. He warns that leaders should not let the push for speed and productivity crowd out creativity, judgment, and the distinctly human work of storytelling and problem solving. This episode offers a practical point of view to help today's marketers keep the client at the center, use data and frontline insights together, and treat this moment of transformation as a chance to improve not only the way teams work, but the overall quality of work. In this episode, you'll hear: How building marketing and sales around the same customer reality can improve results Tips for connecting a strong business case with talent buy-in for lasting change Practical ways leaders can deploy AI to give teams more time for creativity and problem solving Key highlights: [00:00] Introduction [01:00] Skydiving experiences [02:30] John's path to Vanguard [05:20] How marketing can find common ground with sales [07:55] Adjusting for changing selling realities [09:45] Centering customer and client perspectives [11:45] Transforming an organization from the inside out [13:50] AI's impact on the change management process [16:20] Internal marketing use cases with AI [18:45] An experience that defines you: Major life changes coinciding with career launch [20:35] Advice to your younger self: Your performance rating is not your identity [22:30] A topic you're trying to learn more about: AI's evolving role in daily life [23:30] Largest potential threat: Rapidly implementing AI without a clear strategy [25:30] What you would have an LLM do for you: Give me more time with family Resources mentioned: Vanguard [https://advisors.vanguard.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 John and Vanguard: John on LinkedIn [https://www.linkedin.com/in/jhowie] Vanguard on LinkedIn [https://www.linkedin.com/company/vanguard] 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]

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]