How Etsy Builds Brand Love Through Storytelling, Culture, and Community Alyssa Collier

How Etsy Builds Brand Love Through Storytelling, Culture, and Community Alyssa Collier

Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus-one) sit down with Alyssa Collier, Brand Marketing Leader at Etsy, to explore how brands can stand out in a world of shrinking attention spans and endless content. Alyssa shares insights on psychographic marketing, social-first strategies, seller storytelling, cultural trends, and the role of authenticity in building brand loyalty. She also discusses her unique journey from TV sales to Etsy, along with her passions for DJing, figure skating, and podcasting. Takeaways * Why psychographics matter more than demographics in modern marketing. * How Etsy differentiates itself through handcrafted products and authentic storytelling. * The importance of seller stories in building brand trust. * How social media and cultural trends influence marketing strategy. * Why marketers should focus on attention, community, and emotional connection. * Alyssa's career journey from television sales to brand marketing at Etsy. * Lessons on balancing creativity, data, and performance marketing. Chapters 00:00 Welcome & Introducing Alyssa Collier 00:32 Alyssa's Career Journey Into Brand Marketing 02:02 Figure Skating, DJing & Life Outside Marketing 06:10 The Biggest Challenges Facing Brands Today 08:28 Why Etsy's Sellers Are the Brand 11:29 Audience-First Marketing Across Every Channel 14:06 Psychographics vs. Demographics in Modern Marketing 17:31 Using Customer Trends to Shape Brand Strategy 19:40 Why Storytelling Drives Brand Loyalty 22:24 What Alyssa Is Watching Right Now 25:33 Ohio State, New York & Personal Journey 27:14 Final Thoughts & Closing Remarks

How Ollie’s CMO Allison Stadd Builds Authentic Brands in the AI Era

In this episode of The Brand Forum, Ollie CMO Allison Stadd joins Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus-one) to discuss building authentic brands in an AI-driven world. From leading marketing at Shake Shack, Sweetgreen, BarkBox, Stella Artois, and Shipt to driving Ollie’s "Feed the Obsession" campaign, Allison shares insights on brand identity, customer obsession, first-party data, leadership, career growth, and why human connection remains the foundation of great marketing. Takeaways * Allison Stadd explains why AI should strengthen, not replace, authentic human storytelling in marketing. * Ollie’s brand platform, "Feed the Obsession," is built around the insight that dog parents are deeply devoted to their pets. * Strong brands are created when internal brand perception matches how customers experience the brand externally. * Customer understanding is more important than any specific marketing channel or tactic. * Ollie leverages over 20 million first-party data points to personalize dog nutrition and wellness recommendations. * Allison shares career advice for aspiring marketers, emphasizing curiosity, networking, mentorship, and asking for opportunities. * The conversation explores balancing creativity, analytics, technology, and leadership in modern marketing. * A fun discussion on music, drumming, and favorite concerts closes the episode. Chapters 00:00 Introduction to Allison Stadd and Ollie 00:47 Allison's Role at Ollie and the Dog Well-Being Revolution 02:40 Career Journey: From Shake Shack and Sweetgreen to Ollie 03:33 Building Authentic Brands in an AI-Driven World 06:08 Why Human Connection Still Matters in Marketing 08:45 Drumming, Creativity, and Personal Brand Building 10:06 Defining a Strong Brand Identity 11:51 Ollie's Unique Value Proposition in the Pet Food Industry 13:32 The "Feed the Obsession" Campaign and Dog Parent Devotion 16:11 Understanding Ollie's Audience and Customer Psychology 18:22 Creating Authentic Social Content with Real Dog Owners 19:59 The Most Important Marketing Investment: Customer Understanding 21:56 First-Party Data, Personalization, and Member Insights 23:04 Career Advice for Future CMOs and Marketing Leaders 26:40 Networking, Mentorship, and the Power of Asking 28:20 Portfolio Careers vs. Full-Time Leadership Roles 29:50 First Concerts and Favorite Live Music Experiences

The Invisible Work of Leadership: Blair Brady on CMO Success, Team Narratives, and AI Transformation

Blair Brady, Co-Founder and CEO of WITH, joins Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus-one) to discuss the invisible work of leadership, building effective leadership narratives, balancing brand and performance marketing, and navigating AI-driven organizational change. Learn how today's marketing leaders can create clarity, align teams, and prepare for the future of the CMO role. Takeaways - New leaders should establish their leadership narrative before beginning a listening tour. - Teams don't just want to be heard, they want to be led with clarity and consistency. - Leaders must define both a leadership narrative and a team narrative to drive alignment. - Creating "air cover" for teams is a critical but often overlooked leadership responsibility. - Successful organizations balance short-term performance goals with long-term brand building. - Teams trapped in a "survive the day" culture struggle to create sustainable growth. - AI transformation should be treated as a people and operating model challenge, not just a technology initiative. - Effective AI adoption requires alignment across technology, talent, capabilities, ways of working, and external partners. - Future CMOs will need broader business experience and cross-functional expertise. - The most successful leaders continuously adapt because no one has all the answers in today's rapidly changing environment. Chapters 00:00 Introduction and welcome 00:48 Blair Brady introduces WITH 01:28 The advisory gap for CMOs and senior marketers 02:24 Understanding invisible leadership work 03:08 Why leadership narratives matter 04:10 The risk of leading with listening alone 05:33 Communicating leadership style and expectations 06:00 Leadership lessons from organizational transitions 08:25 Marketing the marketing team 09:16 Creating organizational clarity 10:26 The balance between brand and performance 11:28 The importance of long-term brand building 12:22 Avoiding a short-term mindset 13:06 Systems that create strategic focus 14:41 The "what" and the "how" framework 15:34 How AI is reshaping organizations 16:16 AI as a people and operations challenge 17:49 The four pillars of AI transformation 18:55 Breaking down silos for success 19:13 How Blair found her niche 20:09 Preparing future CMOs for success 21:39 Why marketing leadership is increasingly complex 22:35 Acting as an unbiased advisor 23:06 Closing thoughts and sign-off

From Lay’s to Activia: Linda Bethea on Building Iconic Consumer Brands

Linda Bethea joins Jeremy Bloom (Marketecture Media co-founder, OhHello.ai founder) and Josh Palau (Media and AdTech executive and America’s favorite plus-one) on The Brand Forum to share lessons from leading some of the world’s biggest food and beverage brands, including Lay’s, Captain Morgan, Activia, and Danone North America. From brand positioning and storytelling to AI search, consumer behavior, and the myth of brand loyalty, Linda breaks down what it really takes to build memorable brands in today’s crowded landscape. She also shares personal stories from her career, insights on marketing leadership, and the meaningful work she does with Make-A-Wish Hudson Valley. Takeaways - Brand positioning starts with deeply understanding people and their behaviors. - Great storytelling creates emotional connections that consumers remember. - Brand loyalty is less important than mental and physical availability. - AI search is changing how brands are discovered online. - Strong creativity is essential to stand out in a crowded media landscape. - The best agency partners act as true extensions of the brand team. - Curiosity is one of the most important traits for marketers today. - Great ideas can come from anywhere, including family conversations. - Modern consumers live in a constant loop of discovery across platforms. - Marketing success comes from balancing art and science. Chapters 00:00 Introduction to Linda Bethea and her career across iconic brands 01:40 Why Lay’s remains Linda’s favorite brand experience 04:27 How consumer ideas can inspire real marketing campaigns 06:15 The fundamentals of successful brand positioning 09:00 Repositioning Activia from “regularity” to modern gut health 10:41 Why storytelling matters more than facts and figures 12:28 The biggest challenge marketers face today: attention 14:38 Linda’s controversial take on brand loyalty 17:00 Balancing art, science, and creative excellence in marketing 18:08 Building stronger partnerships with agencies and media teams 22:08 How AI search is transforming brand discovery 24:46 Linda’s work with Make-A-Wish Hudson Valley 27:44 How Linda found her path into marketing 30:35 Career advice for the next generation of marketers

Fandom as Currency: The Passions and Purchasing Power of the WNBA

At Marketecture Live III in New York City, Caiti Donovan, Head of Growth Strategy, WNBA, joined Damian Garbaccio, Chief Commercial and Marketing Officer, Affinity Solutions, to break down how women’s sports fans are reshaping culture, commerce, and brand strategy. From first-party data to fan segmentation and the rise of purpose-driven fandom, this conversation dives into how the WNBA is building one of the most engaged audiences in sports and turning passion into measurable business impact. Takeaways * Women’s sports fans go deep, not wide, creating stronger engagement and loyalty * Fandom is measured across consumption spending and interaction * NIL and athlete visibility are fueling massive audience growth * The curious fan is now a key growth driver for the WNBA * First-party data is becoming the most valuable asset in sports marketing * Purpose-driven fandom directly influences purchasing behavior * Female audiences and younger fans are rapidly entering the ecosystem * Behavioral data is more powerful than demographics for targeting * Brand partnerships succeed when aligned with fan values * Women’s sports are proving to be a real and growing business opportunity Chapters 00:00 Opening and introduction to fandom as a currency 01:30 What makes women’s sports fans unique 03:30 How the WNBA measures fandom consumption, spend, and engagement 05:30 Key growth drivers behind the WNBA surge 08:00 The 3C fan segmentation: core, casual, curious 10:45 The rise and importance of the curious fan 13:40 Using first-party data to power brand partnerships 16:00 The Henry segment and behavioral targeting 18:30 How the WNBA compares to other leagues in data strategy 20:20 Turning fan data into real business outcomes