Your marketing teams aren't aligned — and it's killing your launches. In this episode of Run the Play, Christina Lang (ex-VP Global Marketing, Mozilla · Twitch · Meta) breaks down the exact go-to-market process she used to fix cross-functional chaos at some of the biggest platforms in tech.David and Christina worked side by side at Twitch during its post-Amazon acquisition growing pains, where siloed teams, competing priorities, and a lack of shared language were derailing launches. Christina walks through how she diagnosed the real problem — which wasn't process at all, but communication — and rebuilt the GTM system from the inside out. She shares why identifying the organization's "power center" is your critical first move, how to earn buy-in without slapping your name on it, why documentation matters but over-documentation kills adoption, and her philosophy of "micro changes" that let you transform a process without anyone noticing. You'll also hear her non-negotiable GTM principles: simplify to three steps (planning, alignment, launch), decide who actually needs approval authority versus who just needs visibility, and why the best process operators never get praised — and why that's the point. Whether you're at a 20-person startup or a 5,000-person enterprise, this conversation gives you a real operator's playbook for getting cross-functional teams rowing in the same direction.Chapters:00:00 Introduction01:18 Intro to Christina Lang02:04 Twitch Post-Acquisition04:34 A Million Goals, But How to Find the Main Priority?06:32 When No One's on the Same Page07:40 GTM as a Communication Problem14:59 How to Get Buy-In20:36 Why Even the Best Idea Fails Without Buy-In23:15 GTM Non-Negotiables26:41 What Stays and Doesn't Stay in Process28:58 Who Actually Needs to Be in the Room31:58 Process Exists Whether You Want It To🔔Subscribe to Run the Play for more conversations with operators who've actually built the thing.🔗 Follow Lang on LinkedIn: / christinalang 🔗 Learn more about Field Vision: http://www.fieldvisiongroup.com About Run the PlayRun The Play is a podcast from Field Vision, a fractional CMO and growth marketing firm for digital media, entertainment, and creator economy startups. Hosted by David Hampian, former Global Head of Audience Development at Amazon and Senior Director of Global Integrated Marketing at Twitch. Each episode features conversations with senior marketing, brand, and talent leaders on the strategies that actually drive growth.About Field VisionField Vision is a fractional CMO and growth marketing firm for digital media, entertainment, streaming, and creator economy startups — seed to Series D. Founded by David Hampian, former Global Head of Audience Development at Amazon and Senior Director of Global Integrated Marketing at Twitch, with additional leadership experience at Pandora and Hard Rock International.

Adriene Bueno got 1,000 Arena signups in 7 days — but the real story started 8 years earlier. The co-founder of Arena breaks down what it actually takes to build a networking platform inside the sports and entertainment industry.Adriene Bueno is the co-founder and Chief Growth Officer of Arena — a curated networking platform connecting professionals across sports, media, and entertainment. In this episode of Run the Play, Adriene shares the full journey: from growing up in a low-income Bay Area household with no industry connections, to building her personal brand across LinkedIn, the NBA, EA, and the LA Clippers, to co-founding a platform that's changing how sports professionals network.We go deep on what it really took to launch Arena — the unscalable one-to-one tactics that drove early growth, why they pivoted away from an AI-first messaging strategy, how they rebuilt their platform from scratch 18 months in, and what most sports entrepreneurs get completely wrong. Adriene also shares her bold take on why trust is the most valuable currency for any business in 2026, and why showing your losses publicly might be your biggest growth strategy.Whether you're building a startup in sports, growing a personal brand, or trying to break into one of the most relationship-driven industries in the world, this conversation will give you a real, unfiltered look at what conviction-driven entrepreneurship actually looks like.Timestamps:0:00 — Intro / Welcome & Arena overview1:15 — What is Arena and how does it work?2:47 — Where did it really start? (Arena born from lived experience)4:43 — Who was Adriene before Arena? (Bay Area upbringing, breaking into sports)9:25 — When did the idea come to you? (The origin of Arena's concept)11:44 — How the idea evolved and the AI pivot decision15:12 — Fail as fast as possible (startup mindset, test & iterate)17:04 — When did Arena start to feel real? (The hashtag sports conference moment)20:35 — How she found her first users (1,000 signups in 7 days — the real story)22:57 — What was harder than expected (the tech challenge as a non-technical founder)24:41 — Tech vs. non-tech communication (co-founder dynamics & product roadmap)28:54 — How much of your brand was fleshed out on day one? (Rebranding & brand evolution)33:23 — Why trust — not AI — is the #1 currency in 202638:17 — Do people romanticize entrepreneurship too much?40:09 — What's unique about building in sports vs. other industriesIf this conversation hit home, subscribe to Run the Play for more behind-the-scenes stories from the people building the sports business world. 🔔🔗 Visit Arena: https://arenatalent.com/🔗 Follow Adriene on LinkedIn: https://www.linkedin.com/in/adrienebueno/🔗 Learn more about Field Vision: http://www.fieldvisiongroup.com About Run the PlayRun The Play is a podcast from Field Vision, a fractional CMO and growth marketing firm for digital media, entertainment, and creator economy startups. Hosted by David Hampian, former Global Head of Audience Development at Amazon and Senior Director of Global Integrated Marketing at Twitch. Each episode features conversations with senior marketing, brand, and talent leaders on the strategies that actually drive growth.About Field VisionField Vision is a fractional CMO and growth marketing firm for digital media, entertainment, streaming, and creator economy startups — seed to Series D. Founded by David Hampian, former Global Head of Audience Development at Amazon and Senior Director of Global Integrated Marketing at Twitch, with additional leadership experience at Pandora and Hard Rock International.#RunThePlay #SportsEntrepreneurship #ArenaNetworking #FieldVision #SportsIndustry

Gen Z is “unhirable.”They don’t want to work.They quit after six months.That’s the narrative.In this episode of Run the Play, I sit down with Marta Riggins and Cam Moore to unpack what’s actually happening between Gen Z and employers and why both sides are frustrated.Marta and Cam have built a training focused on the real workplace skills Gen Z needs to land great jobs in tech, media, and entertainment. Not more degrees. Not more certifications. The overlooked stuff:• Networking without feeling cringey• Telling your story in interviews• Basic workplace etiquette most companies assume you already know• Using LinkedIn the right way• Understanding the hidden job marketWe also dig into:• Why retention is dropping with each generation• The COVID ripple effect on early talent• Parents showing up to interviews• Slack and email etiquette that can quietly hurt your career• Why 60% of jobs still come from connectionsIf you’re Gen Z trying to break in, this is your playbook.If you’re a hiring manager frustrated with early talent, this is your mirror.Follow Marta and Cam on LinkedIn and reach out if you want to bring their training to your school, company, or community.🔗 https://www.linkedin.com/in/martariggins/🔗 https://www.linkedin.com/in/cameronmoore/Chapters:00:00 Welcome to Run the Play + Today’s Topic: Gen Z Misconceptions01:01 Meet the Guests: Marta Riggins & Cam Moore (Employer Brand Pros)01:59 Not a ‘Kids These Days’ Episode: Bridging Gen Z and Employer Expectations03:40 Why They Care: Seeing Both Sides of Early Talent & Hiring Teams05:40 The Job-Hopping Era: Attrition, Boundaries, and the New Work Deal07:18 What Employers Get Wrong: Overlooking Gen Z Strengths + Manager Mindset Shifts11:04 Work Isn’t Your Identity: Values, ‘Dream Jobs,’ and At‑Will Reality13:59 COVID Ripple Effects: Internships, Disillusionment, and Rethinking Loyalty17:54 Inside Their Training: Networking, Storytelling Your Value, and Work Etiquette20:05 Real-World Examples: Sports Skills, Internship Gaps, and the ‘Coffee Networking’ Hack24:38 Networking over Skills: The Coffee Walk That Changed a Career25:47 Serendipity You Can Practice: Making Connections (and Why LinkedIn Helps)28:20 Stop Using LinkedIn Like a Job Board: Reach Out Through Mutuals29:55 The Hidden Job Market: Referrals, Rejections, and Getting In Anyway33:20 “I’m Gen Z… What Do I Do First?” Building a Non-Cringe LinkedIn Profile35:37 LinkedIn Isn’t a Stage: Professional Presence, Not Thought Leadership39:16 Overlooked Basics: Interview Etiquette, Research, and Smart Questions42:23 Workplace Etiquette in 2026: Slack/Teams, Email Writing, and SFW Rules44:48 Where to Find the Training + How to Connect (On LinkedIn)