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  • 36: Marketing complexity into clarity: Insights from Synopsys CMO Ann Minooka

    36: Marketing complexity into clarity: Insights from Synopsys CMO Ann Minooka
    2026/03/18
    As AI reshapes discovery, how do you make complex tech clear to buyers and demonstrate how marketing is driving growth? Synopsys CMO Ann Minooka shares what it takes to market a highly technical business with clarity, precision, and accountability for business outcomes. She views marketing as the bridge between engineering and the market. Technical product marketing translates capabilities into value propositions, while brand and communications tailor the message for different audiences based on what they care about and where they go for information. Ann explains that her team is moving away from broad product campaigns and vanity metrics like impressions. Instead, she advocates an outcome-led, data-driven approach that uses marketing technology, intent signals and analysis to improve targeting and connect programs to lead quality, pipeline creation and new customer growth. She also outlines how AI is changing planning and implementation, including using behavior signals to meet buyers where they are, building more personalized web experiences, and rethinking content for answer-based discovery across platforms. While AI can speed up first drafts and analysis, Ann believes the bigger unlock is integrating AI across the full workflow and evolving talent and habits. In this episode, you'll learn: Ways to make complex offerings clear and relevant to different audiences. How outcome-focused measurement can help connect marketing to growth. How AI is reshaping buyer discovery, and ways leaders can adapt. Key highlights: [00:30] Introduction [01:30] A love for nature [06:00] Ann's path to Synopsys [09:35] What does Synopsys do? [15:25] Marketing complex solutions [20:05] Optimizing for outcomes [23:40] AI's impact on marketing [31:00] An experience that defines you: Gaining a global perspective [34:40] Advice to your younger self: Learn an instrument, own your own career, and be curious [37:20] A topic you're trying to learn more about: AI's impact on productivity and talent [41:35] Trends or subcultures: The future of intelligence and space travel [44:00] Largest potential threat: Resisting AI Resources mentioned: Synopsys Ansys Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Ann Minooka and Synopsys: Ann Minooka on LinkedIn Synopsys on LinkedIn Connect with Alan Hart and Deloitte Digital:    Connect with Alan Hart on X Connect with Alan Hart on LinkedIn  Connect with Deloitte Digital on LinkedIn  Connect with Deloitte Digital on Instagram  Connect with Deloitte Digital on YouTube  Connect with Deloitte Digital on Threads   
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    46 分
  • 35: Marketing as entertainment, built to perform: Insights from Chime Chief Growth and Marketing Officer, Vineet Mehra

    35: Marketing as entertainment, built to perform: Insights from Chime Chief Growth and Marketing Officer, Vineet Mehra
    2026/03/04
    How can you create marketing that feels like entertainment and drives measurable growth? Chime Chief Growth and Marketing Officer Vineet Mehra breaks down the product and marketing choices he sees fueling Chime's momentum, including being named Time magazine's No. 1 banking brand. He frames Chime as "not a bank" but a "financial technology company" built for "everyday Americans." And he attributes its traction to showing up in the channels and subcultures where many people spend time, while building products and features designed to meet real needs. Vineet also shares what other marketing leaders can take from Chime's approach: Start with a differentiated product. Treat attention as the ultimate currency. And use social-first, episodic entertainment to make financial topics more relatable. At Chime, brand building looks more like running a streaming platform or magazine, where the job is to consistently earn attention with programming people choose to watch. To ensure that entertainment-driven attention translates into growth, he leans on "performance storytelling" that connects brand-building, direct response and customer lifetime value. He also explains how Chime is applying AI by mapping tools to "jobs to be done" across customer service, creative workflows and talent development. Vineet closes with his view that the biggest potential threat to marketers is resisting change—that leaders should encourage hands-on experimentation while staying anchored to commercial outcomes. In this episode, you'll learn: Ways attention can be earned through entertainment-style brand storytelling Practical lessons for applying AI to specific high-impact work inside marketing and customer operations How marketing leaders can earn more influence in executive and boardroom conversations Key highlights: [00:00] Introduction [01:30] CMO by day, pizza maker by night [03:15] Vineet's path to Chime [08:00] Success in the banking industry [11:15] Marketing that punches above its weight [14:15] Showing up where people willingly spend time [16:50] A brief history of marketing leading to performance storytelling [23:10] Chime's AI journey [29:30] How AI is impacting talent conversations [32:40] Marketing and the boardroom [36:25] An experience that defines you: Growing up as an immigrant in a blue-collar town [38:25] Advice to your younger self: Bloom where you're planted [40:15] A topic you're trying to learn more about: The platform shift [41:30] Trends or subcultures: Hyper-personalized algorithms [43:10] Largest potential threat: The innovator's dilemma Resources mentioned: Chime "Mama, I Made It" interview series Ball On A Budget Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Vineet Mehra and Chime: Vineet on LinkedIn Chime on LinkedIn Connect with Alan Hart and Deloitte Digital:    Connect with Alan Hart on X Connect with Alan Hart on LinkedIn  Connect with Deloitte Digital on LinkedIn  Connect with Deloitte Digital on Instagram  Connect with Deloitte Digital on YouTube  Connect with Deloitte Digital on Threads   
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    46 分
  • 34: Reaching patients directly in medtech: Insights from Medtronic's Senior Director of Global Integrated Communications, Neuromodulation, Naomi Rodiles

    34: Reaching patients directly in medtech: Insights from Medtronic's Senior Director of Global Integrated Communications, Neuromodulation, Naomi Rodiles
    2026/02/18
    How do you raise awareness for complex, highly regulated medical therapies when most eligible patients do not even know it exists? At CES 2026, Alan Hart spoke with Naomi Rodiles, senior director of Global Integrated Communications, Neuromodulation, at Medtronic, about the patient communication required to grow adoption of therapies like deep brain stimulation that can support management of movement disorders like Parkinson's. Naomi explains that the challenge is not clinical efficacy or provider trust, but rather awareness. Even proven therapies can sometimes remain invisible to patients until late in their journey. She outlines how her team is evolving from primarily health care provider-centered messaging to a multichannel, digital-first communications model designed to directly reach patients and caregivers to help them discover, understand and evaluate options earlier. Naomi emphasizes that effective patient marketing in medtech is less about promotion and more about credible education that empowers better conversations in the clinician's office, while strengthening provider partnerships. She also shares practical leadership lessons from the transformation: design for modern consumer expectations, build integrated channel presence so information is findable when people search, and adopt AI carefully to scale content and storytelling within a regulated environment. In this episode, you'll learn: Why awareness, not efficacy, is often the real growth constraint for complex offerings and strategies to navigate it Ways to win trust by prioritizing education over promotion Practical lessons for scaling content in regulated, high-stakes categories using AI Key highlights: [00:00] Introduction [01:00] Starting out at BET's Rap City [02:15] Naomi's path to Medtronic [02:50] The scope of Medtronic [03:50] Medtronic's neuromodulation therapies [05:55] Marketing life-changing solutions [07:50] Evolving the messaging [10:15] Lessons learned [11:45] Symbiotic relationships with health care providers [13:10] An experience that defines you: Falling in love with journalism [14:40] Advice to your younger self: Be mindful of burnout [15:05] A topic marketers need to learn more about: AI [16:00] What are you curious about: AI for equity [16:50] Largest potential threat to marketers today: Resisting change [18:10] CES trends: AI becoming helpful in everyday life Resources mentioned: Medtronic CES Medtronic Deep Brain Stimulation (DBS) therapy Medtronic Percept DBS system Actualize Impact BET's "Rap City: Tha Basement" Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Naomi Rodiles and Medtronic: Naomi Rodiles on LinkedIn Medtronic on LinkedIn Medtronic on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    20 分
  • 33: Rethink customer experience orchestration with AI: Insights from Adobe Enterprise CMO Rachel Thornton

    33: Rethink customer experience orchestration with AI: Insights from Adobe Enterprise CMO Rachel Thornton
    2026/02/04
    How can marketing leaders deliver personalization at scale as content demands surge? How do brands protect discoverability as customers shift their search focus from SEO to answer engines and AI agents? At CES 2026, Alan Hart sat down with Rachel Thornton, Enterprise CMO at Adobe, to unpack the ways AI is reshaping customer experience orchestration and the content supply chain. Rachel explains that real personalization drives a major increase in content needs, and that AI can compress production cycles so teams can create, test and optimize large volumes of campaign assets faster than humans alone while staying consistent and on-brand across channels. The conversation then turns to generative engine optimization (GEO) and answer engine optimization (AEO) where Rachel notes discoverability is increasingly dependent on how brands show up in AI-driven search results and in the broader ecosystem of content beyond their own websites. Throughout the conversation, Rachel reinforces that making AI work requires coordinated change across data foundations, processes and skills, not just new tools. She also offers practical lessons for other CMOs on centering customer needs and building a culture of curiosity and experimentation, so teams keep learning as the marketing playbook evolves. In this episode, you'll learn: Ways AI enables personalization at scale Strategies to modernize the content supply chain How AI is shifting marketing and the adjustments marketers can make to stay discoverable Key highlights: [00:00] Introduction [01:00] A love of reading [01:40] Rachel's career path [02:50] Life as the Enterprise CMO [03:55] How AI is changing the marketing role [06:05] Content supply chain at its best [07:45] Using AI to its full potential [09:20] Discoverability in the AI era [11:45] Lessons for CMOs [13:20] Examples of companies doing marketing well [14:15] An experience that defines you: Customer face time [16:05] Advice to your younger self: It's not linear. Try new things! [16:45] A topic marketers need to learn more about: AI [17:40] What are you curious about: Robots [18:30] Largest opportunity to marketers today: "Everybody is a creator at heart" [19:50] CES trends: Embedded AI Resources mentioned: The Covenant of Water by Abraham Verghese Adobe Creative Cloud Adobe Marketo Engage Adobe GenStudio for Performance Marketing Adobe LLM Optimizer Adobe Digital Academy Project Fizzion (Coca-Cola x Adobe) Adobe x NFL partnership CES Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Rachel Thornton and Adobe: Rachel Thornton on LinkedIn Adobe on LinkedIn Adobe on Instagram Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    21 分
  • 32: Strategies to link marketing to revenue: Insights from Anaplan CMO Jim Freeze

    32: Strategies to link marketing to revenue: Insights from Anaplan CMO Jim Freeze
    2026/01/21
    How might your marketing strategy change if you could prove—with shared baselines and benchmarks—which efforts truly move the needle, and which don't? Anaplan CMO Jim Freeze explains how AI is evolving marketing workflows, elevating creative focus, and tightening the link to measurable outcomes. He details how his team sets explicit productivity goals and uses AI to support content development, enabling marketers to spend more time on strategy, creativity and smarter channel-mix decisions. He also dives into measurement fundamentals with practical advice leaders can act on now: establish transparent targets, align on baselines and industry benchmarks, and report progress regularly. The conversation also emphasizes tighter alignment with sales, stronger finance fluency for marketers, and preparing for the AI-driven search that will reshape content and site strategy. In this episode, you'll learn: Jim's tips to demonstrate marketing's value with metrics leaders trust The importance of baselines, benchmarks and transparent reporting to earn credibility with the C-suite The potential benefits of cross‑functional accountability and AI integration to pipeline velocity, win rates and team focus Key highlights: [00:00] Introduction [01:40] Our first math major and second lawyer [04:20] From programming in C to being a CMO [07:55] The scope of Anaplan [12:15] How Anaplan is using AI [15:45] The evolution of the marketer role [18:45] Demonstrating the value of marketing [23:25] The importance of transparency [26:55] Ways to improve your measurement framework [30:00] An experience that defines you: Leaving law [32:25] Advice to your younger self: Take more risks [33:10] A topic marketers need to learn more about: Finance [34:50] Trends and subcultures to watch: AI search [35:40] Largest opportunity to marketers today: AI Resources mentioned: Anaplan Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Jim Freeze and Anaplan: Jim Freeze on LinkedIn Anaplan on LinkedIn Anaplan on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    39 分
  • 31: Turning a marketing idea into a product: Insights from Sift's former Chief Marketing Officer Armen Najarian

    31: Turning a marketing idea into a product: Insights from Sift's former Chief Marketing Officer Armen Najarian
    2026/01/07
    What if your next marketing idea could become your company's most valuable product? Armen Najarian, former CMO at Sift, discusses the challenges of marketing in the digital fraud prevention industry, the power of incentives, and how a marketing solution became an impactful product innovation. Armen shares how creative referral programs like "Super Sifters" and a strong focus on third-party reviews have elevated Sift's market position and built lasting customer trust. He also explains how the company's Fraud Industry Benchmarking Resource (FIBR) tool began as a marketing initiative that faced internal pushback over essentially making company data open source. Despite the risks, the idea evolved into a real-time, peer comparison product feature—and ultimately became Sift's top demand generator. Armen's experience highlights the value of bold experimentation and cross-functional, innovative thinking in driving marketing-led growth. In this episode, you'll learn: The incentive strategies that move the needle for Sift How a bold marketing idea can turn into a standout product feature The benefits of finding a personal connection to your work Key highlights: [00:00] Introduction [01:05] Escaping to eastern Maine [03:15] Armen's path to Sift [05:20] The scope of Sift [06:20] From brand management to product marketing [07:55] 10 years in cybersecurity [10:10] Incentive strategies and bobble heads [13:45] How marketing can become a product [15:10] FIBR product demonstration [18:25] An experience that defines you: Entrepreneurship [22:40] Advice to your younger self: Don't sweat the small stuff [24:00] A topic marketers need to learn more about: Experimenting with AI [25:25] Trends and subcultures to watch: Philosophy [26:00] Largest opportunity to marketers today: AI Resources mentioned: Sift FIBR G2 Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Armen Najarian and Sift: Armen Najarian on LinkedIn Sift on LinkedIn Sift on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    29 分
  • 30: Building billion-dollar brands with purpose: Insights from Mars Wrigley North America & Global Ice Cream President Anton Vincent

    30: Building billion-dollar brands with purpose: Insights from Mars Wrigley North America & Global Ice Cream President Anton Vincent
    2025/12/17
    How can marketing leaders balance rapid change, emerging technology and brand purpose to drive lasting growth and loyalty across a portfolio of iconic brands? Anton Vincent, president of Mars Wrigley North America & Global Ice Cream, shares what it looks like to lead with purpose across a suite of powerhouse brands spanning confections, pet care and food. He discusses how Mars balances ambitious growth with a real commitment to responsibility, ensuring that business success and positive societal impact go hand in hand. Anton also underscores the strategic value of developing talent and enabling people to move across different business areas to encourage agility and fresh thinking. He shares why creativity remains essential for brands—especially as technology and analytics redefine what's possible—and highlights the discipline required to uphold quality and brand integrity in a crowded, fast-moving marketplace. Throughout the conversation, Anton stresses that enduring relevance and brand loyalty come from continuous learning and a clear understanding of both consumers and culture. In this episode, you'll learn: Why centering business growth with real purpose can create a lasting impact at scale How ideas supported by data and fueled by originality can capture and hold people's attention in today's crowded market Ways to build agile teams and nurture authentic brands to stay relevant in a constantly changing world Key highlights: [00:00] Introduction [01:30] Basketball talk [04:30] Anton's path to Mars [08:00] The scope of Mars [10:20] Alan's love to Hubba Bubba [12:20] Scale versus independence of brands [14:05] The Mars talent strategy [15:40] Navigating the evolving marketing ecosystem [18:20] Marketing that adapts to change [20:30] Notable recent work [22:05] An experience that defines you: Top Secret Popcorn recall [26:00] Advice to your younger self: Slow down [28:30] A topic marketers need to learn more about: Connecting creativity with technology [33:45] Largest opportunity or threat to marketers today: Constant learning Resources mentioned: Mars Wrigley SNICKERS NFL Bedtime with Josh Allen Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Anton Vincent and Mars Wrigley: Anton Vincent on LinkedIn Mars on LinkedIn Mars on Instagram Mars on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    37 分
  • 29: When a brand film works to shift perception: Insights from Lingokids CMO and COO Mikael Journo

    29: When a brand film works to shift perception: Insights from Lingokids CMO and COO Mikael Journo
    2025/12/10
    Lingokids Chief Marketing and Chief Operating officer (CMO and COO) Mikael Journo shares how he skillfully blends data-driven strategies with intuitive decision-making to strike a perfect balance between brand building and performance marketing. Drawing from his extensive career experience, Mikael discusses the challenges of marketing to modern parents and highlights how Lingokids—the leading interactive app for children ages 2–8—addresses their worries. When a recent study revealed that 75% of millennial parents feel guilty about their child's screen time, Mikael and his team saw an opportunity to lean in and shift the conversation. They did so by producing "The Trial," a film that directly confronts this issue and aims to ease parental guilt. Mikael also shares the thought process around the risks involved in the film and launch campaign, outlines the production process, and discusses the results that exceeded the brands expectations. In this episode, you'll learn: The importance of balancing intuition and brand building with data and performance marketing Challenges and strategies for marketing to modern parents Why and how Lingokids created a brand film Key highlights: [00:00] Introduction [01:30] The podcast's first shark wrestler [02:50] Mikael's path to Lingokids [08:30] The scope of Lingokids [11:05] Marketing as a growth driver [13:35] Balancing the dual roles of CMO and COO [16:25] Marketing to modern-day parents [18:30] "The Trial" brand film campaign [25:45] Navigating challenging subject matter [29:05] A big bet that paid off [31:10] An experience that defines you [34:00] Advice to your younger self [34:50] A topic marketers need to learn more about [36:15] Trends and subcultures to watch [39:40] Largest opportunity or threat to marketers today Resources mentioned: Screen time guilt survey "The Trial" (Lingokids brand film) Piel Studio Director, Diego Hurtado de Mendoza Composer, Fernando Velázquez Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Mikael Journo and Lingokids: Mikael Journo on LinkedIn Lingokids on Instagram Lingokids (for kids) on YouTube Lingokids (for grown-ups) on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    42 分