1. What are the biggest challenges in bridging the gap between product capabilities and user adoption?

Most users only utilize about 40% of a product's features. Product analytics tools are helpful in identifying which features are being underused. Typically, the lack of adoption stems from users being unaware of the features available or not understanding how to apply them. For example, during my time at Omniture, we had a powerful but complex product. I noticed many users weren't fully leveraging it, so I began writing blog posts about each feature, illustrating how they could bring real-world value. The blog gained popularity and helped significantly boost user adoption. Educational content like this, along with customer success teams showing real-world use cases, can play a crucial role in increasing adoption.

I believe the best way to bridge the gap is to identify underused features, educate users about their value, and continuously monitor analytics to gauge if education efforts are driving better adoption.

2. How do you approach educating the market about a new product category?

Creating a new category is one of the most difficult challenges in marketing. Humans naturally group things into familiar categories, so introducing something entirely new requires a lot of work. When Hightouch first introduced the concept of building customer audiences and activating them directly from cloud data warehouses, it was hard for people to grasp because the concept didn’t fit into any existing category. Initially, we referred to it as "Revense ETL" because consumers were familiar with ETL, and our product was essentially the opposite. As we expanded the functionality, we built a new category, the "Composable CDP," which was different from traditional Customer Data Platforms (CDPs). However, the creation of this category took time, effort, and many customer conversations before the industry accepted it. Throughout this process, we had to work around consumers' existing mental models to help them understand this new concept.

If you're trying to create a new category, it's crucial to spend a lot of time educating the market about its need, benefits, and how it connects to existing product categories. Though it’s tempting to dominate the category without competition, it’s often more advantageous to have competitors emerge, as it validates the existence of the category.

3. What role does data play in driving innovation and competitive advantage?

In today’s digital age, most user interactions take place on digital platforms, making behavioral data an invaluable resource for understanding what works and what doesn’t in your products. Data is the new way to “listen” to users, and the better you are at listening, the more likely you’ll be able to turn those insights into innovation.

Since most companies use similar platforms to build their products, the key to gaining a competitive advantage is learning faster through behavioral data. However, it's not as simple as it sounds. You need to gather the right data at the right moment, have the right people to analyze it, and then act on the insights to innovate. Those innovations, when implemented effectively, can help you outpace competitors.

4. What common mistakes do companies make when implementing data-driven decision-making?

One of the biggest mistakes companies make is failing to first define the questions they want their data to answer. Many jump into data collection without considering the broader questions that can have a real impact on revenue or user experience. Another mistake is letting data drive decisions too much. Data alone can't reveal the reasons behind customer struggles; you also need to understand the customer journey through tools like surveys or session replays. Data is most useful when it quantifies known problems, but identifying those problems based solely on data can be a misstep.

5. How do you approach mentorship and knowledge sharing within your industry?

The data industry, despite its prominence today, is still relatively young. Many people in data roles today didn't study it in school and instead fell into the field as the world digitized. Given the industry's youth, mentorship and knowledge sharing are essential to help everyone grow. When I started in the data space, few people had written or spoken about data best practices, so I began sharing what I learned through blog posts. I continued this trend at Salesforce and in consulting, always eager to pass on what I had learned. At Salesforce, my team and I would document what we did in blog posts so other companies could benefit from our experiences.

Mentorship is also a key part of my approach. I regularly schedule calls with people in the data industry to discuss trends and help guide their careers. It’s incredibly rewarding to hear that my blogs and books have helped people launch or grow their careers. I believe that knowledge sharing and mentorship are mutually beneficial: the more you give, the more you get.

1. Your career spans the fast-evolving landscape of commerce advertising. If you had to describe your journey in three words, what would they be and why?

Connections: Success in this space is all about relationships. Whether with advertisers, publishers, platforms, or tech partners. Being deeply connected to industry trends, networks, and the right people has been key to driving growth and staying ahead. It's also been enormously rewarding meeting the individuals shaping the industry.

Innovation: Commerce advertising is a space where innovation never stops. Whether it's testing new performance models, scaling partnerships, or navigating platform shifts, there's always something exciting happening, interesting conversations to be had and decisions to be made. The dynamic nature of the industry keeps things fresh and engaging.

Entrepreneurship: The industry rewards those who move and act fast. From launching new business models to optimizing performance strategies, there's always an edge to find and always an opportunity to innovate and build something that delivers value.

Strong relationships are the foundation. When paired with an entrepreneurial mindset, an innovative spirit, and a touch of humour, we can achieve the best results.

2. mrge is shaping the future of intelligent commerce advertising. What’s the one misconception people have about the industry that you’d love to, correct?

The conception that commerce advertising is just about last-click conversions. Many assume it’s a lower-funnel tactic only, but in reality, commerce advertising influences the entire customer journey. The right data can drive brand awareness, discovery, and consideration, as well as transactions, sign-ups, or leads.

E.g. a creator paid per sale will generate plenty of "free" branding and should not be evaluated purely by the sales generated. Advertisers need to explore and examine those partnerships more actively and reward those activities with higher CPA/CPCs, better attribution or tenancy payments.

3. Your 2025 Commerce Advertising Report positions influencer marketing as a top growth channel. Is this just another trend cycle, or are we witnessing a fundamental shift in how brands drive commerce?

It’s a fundamental shift. We’re seeing commerce move to where people spend their time, and creators are at the centre of digital engagement. Look at tiktoks affiliate strategy that empowers millions of creators to start earning on each sale they make. Creator marketing isn’t just about brand awareness anymore, it’s a performance channel that drives measurable revenue.

4. With brands obsessing over reach, engagement, and cost efficiency, what separates an average influencer campaign from a game-changing one?

You have to adopt a long-term partnership mindset. Which creator is a good fit and could keep posting for years? Who do you want to associate with and who can represent you authentically? It takes good communication to make sure the content fits the purpose and lastly, it takes trust to let the creator produce authentic content.

A smooth, easy integration is also key, making it simple for interested followers to purchase and check out quickly, ensuring a positive experience with your brand from start to finish.

5. There’s a fine line between automation and authenticity. Can AI really help brands build trustworthy influencer partnerships, or is there a risk of losing the human touch?

I like the "human-in-the-loop" concept. AI is incredibly helpful with repetitive tasks, but when it comes to content it often misses the spark and the authenticity. AI learns from the internet, Reddit, etc. and unless you have trained a model to fit exactly your personal tone, it will struggle to convey your message. For some creative tasks, AI is good but not great. If you want a winning creator strategy or converting content, you need to be better than the cut.

6. Shoppable video and niche platforms are on the rise. Are we entering a future where influencers become entire marketplaces themselves?

Yes, and it’s already happening. Think about fitness creators and their often highly trusted product recommendations. Every day creators are launching their own storefronts, selling through livestreams, and integrating affiliate marketing into their content. Some advertisers are investing in dedicated high-quality shops for influencers to ensure exclusivity. Platforms like TikTok Shop and Instagram Checkout are definitely turning influencers into mini-marketplaces. Outside of the large platforms, LTK (one of the largest platforms intersecting affiliates and influencers) is making it easy for influencers to create shoppable content and everyone knows “Link in Bio” products.  Interestingly enough the first fitness affiliate influencer was Michael Jordan with the Nike Air Jordan, earning him more than 100million USD in commissions per year.

7. The industry is evolving fast, but what’s the one blind spot brands aren’t paying enough attention to in influencer marketing?

A well-curated group of creators with an engaged audience can outperform an entire ad campaign. Inspiration is now coming from creators more than traditional media. And contrary to traditional media, creator content can easily be made shoppable and tracked. This is a huge opportunity for performance marketing. As the impact of the influencer can be amplified with smart ads and targeting. Think of combining the creator content with on-platform retargeting and targeting on the open web.

8. If you had to bet on one influencer marketing strategy that will dominate 2025 and beyond, what would it be?

The growth of influencer marketing within commerce advertising at scale. Performance-based influencer campaigns will take over. More brands will shift to CPA, and CPC models in combination with flat fees, leveraging influencers as both media buyers and sales partners.

1. Dana, can you share how your extensive experience in MarTech and AdTech has shaped your approach to leadership and innovation at Predactiv?

Absolutely! Prior to joining ShareThis, I was a Group Vice President of Global Partner Development at Acxiom, where I orchestrated the expansion of the company’s portfolio to include premier publishers such as Facebook (Meta), Twitter, eBay, Yahoo! (Verizon), and  Pandora. I led this portfolio and grew it to $100 million in revenue. Additionally, at Acxiom, I introduced the company’s first ever addressable television offering, leveraging data from industry giants such as DirectTV, Dish, Cablevision, and Comcast. I also cultivated partnerships with the leading advertising agencies including Starcom and Mediavest Group. As you can see, my extensive media, data and technology experience aligns perfectly with the Predactiv brand.  Predactiv is the unique combination of data and technology. A data platform powered by Gen AI. 

2. What challenges do you encounter in maintaining seamless data integration across platforms, and how does Predactiv address these challenges?

Predactiv invested significant time and resources in building direct integrations to all of the major platforms. We have “pipes” that can deploy data literally anywhere in the digital ecosystem — that includes activation partners such as DSPs, as well as clean rooms, client CRMs — anywhere our clients want to leverage data, we can support deployment in near real-time. All of this is enabled by our transparency in data management as well as our ability to operate outside of walled gardens. Our platform’s flexible infrastructure allows for the seamless integration and combination of multiple data sources, enabling a richer, more comprehensive view of consumer behavior. Fresh data, deployed anywhere, in a privacy centric manner, without being confined to walled gardens — this is the power of The Predactiv Data Platform.  

3. How does Predactiv balance the need for transparency with the necessity of protecting proprietary data and client privacy?

Transparency, data protection and client privacy work in tandem, not at opposing ends. At Predactiv, we are true to these ideals by putting privacy, compliance, security and consumer choice at the heart of everything we do. Our data collection, management and deployment are all handled with a privacy centric foundation. Similarly, all of our technology processes are both secure and compliant. We employ advanced artificial intelligence and machine learning algorithms that anonymize and aggregate data, thus safeguarding individual identities while still allowing clients to glean valuable insights.

Additionally, our recent product launch of our contextual audiences is an example where Predactiv is challenging the industry to do better. Our contextual audiences allow for precise digital targeting without the use of cookies. Even after the decision to deprecate cookies was delayed, Predactiv launched this product, with the intention of offering advertisers a more anonymous targeting approach. 

Finally, we operate on a global scale and strictly adhere to evolving privacy laws and regulations worldwide. This commitment consistently places us in the top 5% of data companies, as recognized in quarterly rankings by Neutronian—an industry leader in independent data verification, auditing providers for privacy compliance, data quality and transparency.

As I have described, you will find that privacy, compliance and the protection of consumer data is at the core of everything we do. 

4. What are the benefits of Predactiv operating within an open ecosystem, and how does this approach enhance data integration and collaboration across platforms?

Operating with an open ecosystem is a significant differentiator for Predactiv. For years, advertisers and marketers have successfully targeted audiences within the big platforms like Meta and Google. However, those platforms are likened to a black box, where data goes in but doesn’t come out. At Predactiv, we source data from over 3 million global domains, processing close to one trillion events per year. We can deploy this data anywhere, at any time, before or after campaigns, without confining the data to walled gardens. It is a very transparent data handling process that allows for multi-channel targeting, in-depth analytics, and campaign optimization. 

5. How does Predactiv plan to expand its capabilities and integrations in the future to continue providing value to its clients?

Predactiv will grow and evolve its Data Platform to meet client needs. The Predactiv Data Platform will be customized, as each client’s business is unique and different. In simple terms, The Predactiv Data Platform will be able to leverage our client’s first party data and integrate it with various data sources, including our proprietary, global, digital, near real-time behavioral and intent data. The combination of first and third party data assets will provide the whole picture of consumers, enabling more effective and efficient marketing and advertising.  In terms of efficiency, the platform will reduce the need for engineering resources, people and software, with the ability to still extract the most value out of big datasets. 

6. In your view, what are the most significant opportunities and challenges in the current MarTech and AdTech landscape?  

That is a great question. In thinking about the opportunities, I think it is best to start with the challenges. The industry is evolving at such a rapid pace; It is difficult for companies to keep up.  Clearly, the first challenge is in the evolving privacy laws and regulatory compliance. There always seem to be new laws emerging, and the lack of knowledge of “what is coming next” poses a risk for companies. We faced GDPR and CCPA, which changed the entire way companies operated. Data collection, management, and storage all needed to be reinvented.  The challenge of CEOs, like myself, is to try to get in front of the privacy legislation, as we want not only to follow the laws, but to lead the change. An opportunity in this area is to develop new products that don’t require cookies or consumer identifiers, such as we built with our contextual audiences. 

Another challenge is in the fragmentation of technology ecosystems as well as data.  Everywhere you look, today, data is being generated. We have smart watches, smart televisions, smart phones, connected fitness devices — the list is endless. The proliferation of available data is immense. Companies need to be smart about leveraging AI, data science, and technology to make the most of this data, in a privacy-centric way. The future is about connections — connecting various data sources together and, of course, connecting, or fostering interoperability between platforms and ecosystems. The connection point is significant for business results. 

The Predactiv Data Platform addresses these challenges. Powered by advanced data science and AI, the platform starts with connecting datasets. We combine, refine, and transform, readying the combined data for deployment to any “connection” point the client chooses. The Predactiv Data Platform is really a means to connect multiple datasets, and then be able to harness the value, and activate or deploy to the digital ecosystem. We are all about “connecting” to drive meaningful results.

Another challenge I will address is the dependence of advertisers on some of the big platforms, that in essence, are walled gardens. Data goes in but it does not come out. In addition to limiting the uses of the data, walled gardens limit transparency and carry high price tags for advertisers and marketers. 

Proudly, at Predactiv, we operate via the open web, and maintain privacy, transparency and the ability to return data, as opposed to locking it within a closed platform. 

Finally, just as privacy, data, and technology are all changing, so are the use-cases and monetization opportunities of data. CTV and retail media networks have emerged, and are driving up the cost of digital advertising. However, if companies can figure out how to leverage these opportunities, the returns will be worthwhile. 

1. George, with your leadership at Delfy.ai and Contentive, you're at the cutting edge of AI-driven content strategy. In an era of information overload, what are the most effective ways for brands to break through the noise and build meaningful connections with executives?

"It's the ultimate paradox, isn't it? We're drowning in content, yet executive attention is scarcer than ever. To cut through, brands have to fundamentally rethink their approach. For me, it boils down to three key shifts. First, precision over volume – generic blasts just don't work anymore. Our data shows 78% of buyers actively seek industry-specific content; they want relevance, not just reach. Second is context. We've seen a 51% engagement lift in trusted publications – it's about showing up where executives are already seeking expertise. Finally, and perhaps most crucially, it’s about genuine insight. Executives aren't starved for data; they're hungry for perspective – that 'aha!' moment that reframes their challenges. At Contentive, that’s our guiding principle: less about 'what' and more about 'why it matters to you.'"

2. Contentive’s recent research highlights a 51% increase in B2B engagement through branded sponsorships. What do you think makes this format so effective in reaching decision-makers? 

"That 51% isn't just a number; it's a testament to the power of context and what I call 'borrowed authority.' Think about it – executives are bombarded daily. But when a brand appears in a publication like Accountancy Age or HRD Connect, something shifts. It’s not an interruption; it's an invitation to a conversation already happening in a space they trust. They've actively chosen to be there, seeking solutions and insights within those vertical communities. They're in discovery mode, not defensive mode. Their guard is down precisely because they've already vetted the environment for quality and relevance."

3. Many brands struggle to create content that truly resonates with B2B audiences. What are some key elements that make content impactful for executive-level engagement?

"Exactly. Generic content is just wallpaper for executives. Executive-level content doesn't inform – it illuminates. If you want to cut through, focus on three core elements. First, specificity. Executives are drowning in broad pronouncements; they need insights laser-focused on their industry and their unique challenges. Second, pragmatism. They live in the real world, so content has to bridge the gap between big vision and practical application – show them how to use it. And finally, perspective. Our research shows 88% of decision-makers are influenced by thought leadership, but not because they want to be told what they already know. They're looking to be challenged, to reconsider their assumptions. Ultimately, executives don't just need more answers; they need better questions – questions that reframe their challenges in a new light.

4. With AI now playing a major role in content creation, how can brands strike the right balance between automation and authenticity?

"This is the question of the moment. My take is this: AI is a force multiplier for human expertise, not a replacement for it. The sweet spot lies in understanding the strengths of each. AI excels at the heavy lifting – pattern recognition, synthesizing vast datasets, personalization at scale. But what AI can't replicate is human nuance, judgment, and that essential emotional intelligence – the 'so what?' that resonates with another human being. Smart brands are leveraging AI for content operations – things like research, optimization, distribution workflows – freeing up their human experts to focus on what they do best: crafting original insights and truly valuable perspectives. It’s about using AI to make our experts more insightful and productive, not to try and automate thought leadership out of existence." 

5. Trust is crucial in executive-level marketing. What strategies do you recommend for brands to build credibility in a crowded digital space? 

"Absolutely. With all the noise out there, trust isn't just nice to have; it's the bedrock. And you're right, it's not granted, it's earned – painstakingly, through consistently delivering genuine value. For me, it boils down to three core strategies. First, intellectual generosity – freely sharing valuable insights, even if there's no immediate payback. It’s about giving first. Second, appropriate vulnerability – ditching the 'perfect expert' facade and acknowledging limitations. Executives respect honesty more than manufactured perfection. And finally, consistency across every touchpoint. Your message, your values, your voice – they have to be unwavering. The brands that truly earn trust aren't afraid to take a stand, even if it means alienating some. They understand that deep resonance with the right audience is far more valuable than shallow appeal to everyone. And of course, partnering with established vertical media – leveraging that 65% of B2B buyers who prioritize trusted industry sources – is a smart shortcut to credibility." 

6. Sponsorships and partnerships are evolving. How should brands rethink their approach to sponsorships in the AI-driven marketing landscape?

"The numbers really do speak for themselves, don't they? Vertical media partnerships aren't just performing better; they're in a different league. That 51% engagement jump isn't just a statistic; it's a flashing light, telling us executives actively seek out trusted environments to find solutions. When brands align with publications like Accountancy Age or HRD Connect, it’s not about shoving their way into attention; it’s about contributing to conversations that already matter. The partnerships we see really take off aren't just about brand awareness; they're about authority transfer. They position brands as natural participants within the executive's information ecosystem – not some outsider trying to crash the party." 

7. How do you see AI shaping the future of thought leadership and executive branding?

"AI is transforming thought leadership from episodic campaigns to continuous conversations. It enables personalisation at scale, with tailored insights based on specific challenges), as well as dynamic content evolution, real-time refinement based on engagement, and collaborative intelligence (AI systems that help experts identify emerging issues). The future isn't automated thought leadership; it's augmented expertise - where AI helps subject matter experts deliver more valuable insights to the right audiences at exactly the right moment."

8. B2B marketing is often seen as transactional, but storytelling is becoming increasingly important. What role do you think narrative-driven content plays in reaching senior decision-makers?  

"It's a fascinating dynamic, isn't it? We often think B2B is all about spreadsheets and ROI, but the reality is executives are human beings first, decision-makers second. And human beings are wired for stories. As the saying goes, they make decisions emotionally and then justify them rationally. Stories are incredibly powerful for cutting through complexity – they’re like efficient cognitive packaging, making complex ideas memorable and resonant. Our research backs this up – narrative content sees a 37% lift in retention with executive audiences. The best B2B stories follow a simple but effective structure: present a recognised business challenge, introduce an unexpected perspective, and crucially, deliver an actionable framework – something they can actually use. In a world overflowing with data and content, stories create that essential emotional connection that earns – and holds – executive attention." 

9. From Amazon to Blenheim Chalcot, you’ve worked with industry giants. What’s the biggest lesson you’ve learned about building strong brand-executive relationships? 

"You know, working across places like Amazon and Blenheim Chalcot, you might assume the biggest lesson would be some incredibly complex, cutting-edge strategy. But actually, the most profound takeaway for me has been surprisingly simple: even the most iconic brands can never take executive attention for granted. What really struck me was seeing household names, category titans, investing relentlessly in ongoing dialogue. At Blenheim Chalcot, it is all about deep, continuous customer discovery – never assuming your company’s existing differentiator would carry them to success, never thinking they had all the answers internally. At Amazon, despite their unparalleled brand equity, we obsessed over nurturing customer connections, constantly seeking feedback and engagement. The real 'lightbulb moment' for me was realizing that no brand, no matter how dominant, gets a permanent VIP pass into an executive's consideration set. It's a humbling insight, and it’s fundamentally shaped how we approach everything at Contentive – we're about building ongoing conversations, not just fleeting campaign moments." 

10. Looking ahead, what’s one game-changing trend in AI-driven marketing that you think brands should start preparing for today?

"For me, the real game-changer on the horizon is 'conversational intelligence.' We're moving beyond AI simply retrieving data to AI actually reasoning and inferring, generating genuinely deeper insights. At Contentive, our data science team is already building systems that can interrogate our entire audience dataset in ways human analysts simply can't – uncovering hidden patterns and connections. This isn't some abstract future; we're actively deploying these models to help brands understand the nuances of executive decision-making in finance, HR, tech – real-world applications today. What I find truly exhilarating is how this shifts thought leadership from being based on educated guesses to being grounded in evidence-based conversations. Imagine engaging an executive with insights drawn from the actual behaviors of thousands of their peers. The brands partnering with us on these early explorations aren't just staying ahead of the curve – they're actively shaping the very future of B2B engagement for the next decade."

1. With AI-generated content becoming more sophisticated, how can brands maintain authenticity and trust?

Great question! As AI-generated content becomes more advanced, I truly believe that brands must intentionally maintain authenticity and trust. This involves defining and sustaining a strong brand voice, prioritizing transparency, exercising editorial control, and ensuring human oversight. Additionally, it's crucial to use AI ethically, focusing on enhancement rather than replacement.

2. How do LLMs perceive brand identities, and what implications does this have for marketers?  

Large Language Models (LLMs) do not "perceive" brand identities in the same way humans do; rather, they analyze and generate content based on patterns found in vast amounts of data. LLMs "recognize" brand identities through pattern recognition, reinforcement from prompts, and the potential for bias and misinterpretation.

As a result, it is crucial to focus on reinforcing a clear and consistent brand voice, optimizing AI-powered brand messaging, and monitoring and adapting AI outputs. Over-reliance on AI can lead to generic and impersonal messaging. The best approach is to combine the efficiency of AI with human creativity to ensure that brand interactions remain personal and engaging.

3. How can advertisers leverage LLMs to enhance media planning and audience engagement?

We can harness the power of Large Language Models (LLMs) for effective audience segmentation and insightful analysis, as well as for predictive performance evaluation. This enables us to meticulously optimize our budgets by accurately forecasting which channels will deliver the highest return on investment (ROI). Personally, I find LLMs to be invaluable when it comes to dynamic media buying optimization, social listening that captures public sentiment, and crafting hyper-personalized ad copy and content that truly resonates with our audience. They also facilitate the seamless repurposing of content across diverse platforms, maximizing our outreach.

In my perspective, LLMs are significantly transforming the advertising landscape by infusing intelligence into media planning, enhancing the engagement of campaigns, and making interactions remarkably personalized. The secret to achieving exceptional results lies in the synergy of AI-driven insights and human creativity, coupled with strategic oversight, to create compelling, data-informed campaigns that captivate and connect with consumers on a deeper level.

4. What ethical considerations should companies keep in mind when deploying AI in advertising?

When deploying artificial intelligence (AI) in advertising, companies must carefully navigate a range of ethical considerations to maintain consumer trust, ensure regulatory compliance, and promote fairness in their marketing practices. It is essential that AI-generated content remains truthful and transparent; thus, I believe it should never exaggerate claims, disseminate misinformation, or manipulate consumers into making unnecessary purchases.

Ethical advertisers must rigorously fact-check all AI-generated content before it is published to prevent the spread of false narratives. Furthermore, organizations must comply with stringent privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) when collecting and processing consumer data. To uphold consumer rights, companies should provide clear and accessible opt-out options, enabling users to easily manage their preferences regarding data collection.

In addition to minimizing data collection to only what is necessary, it is imperative that advertisers obtain explicit user consent when gathering personal information. One effective practice I adopt is training AI systems on diverse datasets. This approach not only helps to mitigate biases in content, messaging, and targeting but also fosters inclusivity and fairness in advertising campaigns, ultimately leading to better engagement with a wider audience. By prioritizing these ethical considerations, companies can build stronger relationships with consumers and contribute positively to the advertising landscape.

5. What leadership strategies have helped you manage a global team of strategists, researchers, and engineers?

Leading a diverse global team of strategists, researchers, and engineers demands not only clear communication but also a deep cultural intelligence and strategic cohesion. I begin this process by creating a Unified Mission, a compelling narrative that empowers every team member to grasp the company's vision and recognize the vital role they play in advancing it. By clearly articulating our strategic goals, I illustrate how the distinct functions—strategy, research, and engineering—interconnect and collaborate to drive our shared objectives.

Establishing transparent expectations is crucial in this framework. I leverage the power of OKRs (Objectives & Key Results) or KPIs to align our teams around measurable goals, constructing structured roadmaps that illuminate project milestones and clarify individual contributions. This clarity not only enhances productivity but also fosters a sense of ownership among team members.

My leadership philosophy places a premium on trust and autonomy over micromanagement. I have complete faith in the subject-matter experts on my team, allowing them the freedom to take ownership of their domains while maintaining a focus on our overarching vision. My aim is to cultivate a vibrant results-oriented culture that celebrates outcomes, particularly in our remote-first or hybrid work settings, where flexibility is key.

In addition, I emphasize the importance of accountability through regular check-ins and progress tracking, which serve as supportive measures rather than invasive oversight. This approach not only nurtures individual growth and engagement but also strengthens our collective capability to achieve remarkable results.

6. Lastly, we have to ask—how did being a muffin man mascot prepare you for a career in tech?

Haha, what a fun question! While I may not have been a muffin man mascot, let’s dive into that idea—because there are some great lessons here! Being a mascot (or, in my case, building a career in marketing and business development) really teaches you how to grab attention in a busy world. In tech, just like in a mascot suit, it’s all about cutting through the noise, telling an engaging story, and keeping people interested.

The tech industry is a lot like a giant muffin strolling into a boardroom—full of surprises and innovation! Success often means being bold, taking risks, and not being afraid to stand out from the crowd.

I’m all about staying resilient under pressure and keeping a sense of humor. Whether you’re rocking a mascot outfit or leading a global marketing strategy, things might not always go smoothly. That’s where adaptability, creativity, and a good laugh come in handy—they really help keep spirits high and make navigating challenges a bit easier!

At the end of the day, whether you’re in a muffin suit or a leadership role, it’s all about connecting with people, thinking outside the box, and adding a little extra energy to whatever you do.

7. Your career journey has been diverse and impactful. What experiences have shaped your leadership style, and how do you plan to bring that perspective to your role at Goodwill Dallas?

My leadership style has been shaped by a combination of entrepreneurial drive, cross-industry experience, and a deep commitment to collaboration and mentorship. Starting my career at Pfizer instilled in me the importance of strategic execution and results-driven decision-making. As I expanded into various industries, working with companies of all sizes, I developed a keen ability to adapt, innovate, and lead teams through periods of growth and transformation.

At Goodwill Dallas, I plan to bring this perspective by fostering a culture of empowerment, strategic thinking, and continuous improvement. I believe in leading with purpose—aligning business goals with mission-driven impact. My approach emphasizes collaboration, ensuring that every team member feels valued and motivated to contribute to the organization’s success.

By leveraging my experience in business development and marketing, I aim to enhance operational efficiencies, strengthen community engagement, and drive sustainable growth to further Goodwill’s mission. 

8. Goodwill Dallas has a strong mission of empowering communities through employment. How do you plan to enhance and communicate this mission through marketing strategies?

To enhance and communicate Goodwill Dallas’ mission effectively, I plan to implement a multi-faceted marketing strategy that strengthens brand awareness, engages the community, and amplifies the impact of our programs. 

To effectively enhance and communicate the mission of Goodwill Dallas, I intend to implement a comprehensive marketing strategy designed to strengthen brand awareness, engage the community, and amplify the impact of our programs.

This strategy will involve presenting genuine success stories from individuals whose lives have been positively transformed by Goodwill Dallas. By disseminating these compelling narratives through video testimonials, blog posts, and social media campaigns, we can establish an emotional connection with our audience, thereby reinforcing the organization's mission.

Furthermore, I will pursue the establishment of strategic partnerships with local businesses, influencers, and media outlets to expand our outreach. Organizing community events, job fairs, and workforce development workshops will not only increase our visibility but also directly demonstrate our impact on the community.

By leveraging data analytics, I will optimize targeted digital campaigns aimed at reaching job seekers, donors, and potential corporate partners. Our approach will incorporate both paid and organic social media, email marketing, and SEO-driven content to maximize engagement and attract new supporters.

In light of Goodwill Dallas's reliance on retail and donations, I will refine our messaging to effectively illustrate the connection between shopping, donating, and job creation. Through the use of in-store signage, digital advertisements, and loyalty programs, we aim to enhance donor retention and encourage greater participation among shoppers.

Moreover, empowering employees, volunteers, and beneficiaries to act as brand advocates will create a positive ripple effect. When our internal stakeholders are equipped with a clear and inspiring message, they will be more inclined to promote Goodwill's mission within their respective networks.

By aligning these strategic initiatives with Goodwill Dallas's core values, I aspire to amplify our impact, strengthen community relationships, and drive sustainable organizational growth. 

9. How can nonprofit organizations like Goodwill Dallas differentiate themselves in a crowded space while staying true to their mission?

Nonprofit organizations like Goodwill Dallas can stand out by emphasizing their unique value, building strong community connections, and adopting innovative strategies. Here’s how:

Storytelling is crucial; sharing real-life success stories about how Goodwill Dallas empowers individuals through job training helps create emotional connections with donors and volunteers. Using video testimonials and social media can enhance this impact.

Consistent messaging and visuals are vital for Goodwill Dallas's recognizable brand. A strong, mission-driven narrative should underpin all marketing materials, reinforcing how each contribution supports community empowerment.

Utilizing digital tools and data-driven marketing can expand outreach. Personalized donor engagement, data analytics, and improved e-commerce can increase visibility and impact.

Partnering with local businesses and influencers can attract new supporters and create funding opportunities while promoting workforce development.

By regularly sharing impact reports and demonstrating financial transparency, Goodwill Dallas can build trust and credibility, making it the preferred choice for those who want to make a difference.

By remaining mission-focused and embracing strategic marketing, Goodwill Dallas can differentiate itself, inspire action, and strengthen its community impact. 

10. Storytelling plays a crucial role in nonprofit marketing. How do you plan to leverage storytelling to drive awareness and engagement for Goodwill Dallas?

Storytelling is one of the most powerful tools in nonprofit marketing, and for Goodwill Dallas, it’s essential to connecting with the community, driving awareness, and increasing engagement. Here’s how I plan to leverage storytelling effectively: 

Storytelling offers substantial potential in nonprofit marketing, and at Goodwill Dallas, it serves as an essential bridge to our community, enhancing awareness and fostering engagement.

Central to our mission are the individuals transformed by our job training and employment programs. By sharing their narratives through high-quality video testimonials, engaging social media content, and informative blog posts, we can create authentic accounts that demonstrate the impact of our work and inspire involvement among donors, volunteers, and partners. 

It is crucial to illustrate to donors and shoppers how their support leads to job creation and community empowerment through campaigns like “Your Donation at Work” and “Where Your Purchase Goes.”

Our dedicated employees and volunteers are vital to Goodwill Dallas. By showcasing their commitment, we can create a relatable narrative that resonates in the community. 

Additionally, we will engage audiences through live Q&A sessions with program graduates and virtual “Day in the Life” events. 

Encouraging supporters, shoppers, and program graduates to share their Goodwill experiences will help create a vibrant, community-driven narrative. 

Through a multi-platform storytelling approach, I aim to strengthen Goodwill Dallas’ connection with our community, inspire enthusiasm, and amplify our mission's impact. Together, we can uplift and empower lives. 

11. Digital marketing is transforming the way nonprofits connect with their audiences. What role do you see digital innovation playing in the future of Goodwill Dallas’ marketing efforts?

Digital innovation is a game-changer for nonprofit marketing, and for Goodwill Dallas, it presents an opportunity to expand our reach, deepen engagement, and drive greater impact.

Using analytics and AI insights, we can personalize messages for job seekers, donors, shoppers, and corporate partners, improving engagement and conversion rates. Social media platforms like TikTok, Instagram Reels, and LinkedIn enable us to connect with new demographics through compelling video content and success stories, further amplified by partnerships with local influencers.

Investing strategically in Google Ads (including Google Ad Grants), Facebook and Instagram Ads, will help us target specific communities effectively. We can use geotargeting and retargeting strategies to enhance visibility for fundraising and employment programs.

A mobile-optimized website with strong SEO will ensure easy access to our services. Regular content updates, such as blog posts and video testimonials, will boost engagement and search rankings.

Automated email marketing and AI-powered donor recognition can enhance communication with our supporters. Additionally, integrating virtual job fairs and AR-driven donation experiences will create deeper emotional connections with our audience.

By embracing these digital innovations, Goodwill Dallas can strengthen its impact and engage a broader audience in a digital-first world.

12. With the rise of AI and automation, how do you think nonprofits can balance personalization with efficiency in their outreach efforts?

AI and automation offer nonprofits like Goodwill Dallas an incredible opportunity to enhance efficiency while maintaining a personal touch in outreach efforts. The key to balancing both lies in strategic implementation—leveraging technology to streamline operations while keeping communication authentic, mission-driven, and human-centered. AI and automation offer nonprofits like Goodwill Dallas an excellent opportunity to enhance efficiency while maintaining a personal touch in outreach efforts. Achieving this balance involves strategic implementation that leverages technology while ensuring authentic, mission-driven communication. Here are some key strategies:

·        AI-Driven Personalization

·        Automation for Efficiency

·        Refined Content Creation

·        Building Relationships

Ethical Use of AI

1. Transparency

2. Inclusivity

By integrating AI and automation thoughtfully, Goodwill Dallas can boost efficiency, enhance personalization, and strengthen community connections, ensuring technology supports meaningful engagement. 

13. Social media has become a powerful tool for nonprofits. What strategies do you believe work best for engaging supporters and driving impact online?

Social media is a powerful asset for nonprofit organizations, enabling them to engage supporters, amplify their impact, and cultivate a vibrant online community. For Goodwill Dallas, a strategic and mission-driven approach is essential for maximizing engagement and driving meaningful action. By implementing these strategies, Goodwill Dallas will build a dynamic online community, enhance brand visibility, and drive substantial actions, all while steadfastly pursuing our mission to empower individuals through employment. 

14. Looking ahead, what trends in nonprofit marketing excite you the most, and how do you see Goodwill Dallas adapting to them?

The nonprofit marketing landscape is evolving rapidly, and several exciting trends can help Goodwill Dallas expand its impact, engage supporters, and drive mission-driven growth. Here are the key trends I see shaping the future and how Goodwill Dallas can adapt:

a.    Purpose-Driven Brand Storytelling

b.    AI & Automation for Smarter Engagement

c.    Social Commerce & E-Commerce Growth

d.    Video-First Content Marketing

e.    Hyper-Local Community Engagement

f.      Gamification & Interactive Giving

g.    Corporate Social Responsibility (CSR) Partnerships

The future of nonprofit marketing is characterized by its dynamic and ever-evolving landscape, marked by a growing reliance on digital platforms such as social media, email marketing, and online fundraising tools. Additionally, there is an increasing emphasis on fostering genuine community engagement through interactive campaigns and partnerships with local organizations. By strategically adopting these emerging trends, Goodwill Dallas can significantly enhance its brand visibility and broaden its outreach to diverse populations—including potential volunteers, donors, and individuals seeking various services such as job training or assistance with basic needs.

Implementing targeted digital marketing strategies, such as personalized email campaigns and engaging social media content that highlights success stories from community members, can strengthen connections and encourage more participation. This approach will not only increase awareness of Goodwill Dallas’s mission but also cultivate deeper and more meaningful relationships within the community, ultimately leading to greater support and impact.

1.       What are the key factors to consider when launching a platform in a new regional market?

I believe that compliance and legal considerations should be the first priority when entering a new market. Each region has its own advertising regulations, such as GDPR in Europe and LGPD in Brazil, LFPDPPP en México, so it is essential to ensure that our data protection policies align with local laws.

Also, it is very important to do market research before starting the project. From our market research, we know that LATAM presents a strong growth opportunity. While there are major competitors in the region, our Kit Platform stands out by combining digital marketing strategies with AI, offering a unique competitive advantage to our clients. Additionally, our 24/7 dedicated support ensures a seamless experience for partners and advertisers. 

2.       How can companies ensure their platform aligns with the cultural, regulatory, and consumer behavior differences of a new market?

First, localizing content and communication is essential. Using the local language for support, marketing, and platform interactions significantly increases engagement and trust. Additionally, adapting messaging to align with local values, traditions, and preferences enhances user connection.

While we integrate AI-driven solutions, we also have a dedicated local team to provide the best possible experience for our clients. Optimizing UX/UI to match local browsing habits—such as adopting a mobile-first approach—is crucial for usability.

Understanding consumer behavior is another key factor. Adapting the platform to how users search for information, their payment preferences, and their overall digital habits ensures a seamless experience.

Finally, building strong local partnerships with agencies, media partners, and businesses plays a vital role in market expansion, helping us establish a solid presence and drive growth. 

3.       How important is local technological infrastructure in determining the success of a platform in a new region?

It is very important. We cannot launch a platform without a local tech infrastructure or not understanding the local consumer behavior and local preferences.

A strong local technological infrastructure is crucial for the successful launch and operation of a platform in any new market. Without it, even the most advanced platform may face performance issues, low adoption rates, and security risks.

Before launching, it’s essential to deeply understand the region’s habits and regulatory requirements. A platform must be optimized for local consumer behavior and preferences, ensuring seamless usability, fast transactions, and compliance with data protection laws.

Additionally, adapting to local browsing habits, device preferences, and security challenges helps create a frictionless user experience, increasing engagement and long-term retention. Without this localized approach, a platform risks failing to gain traction in the market.

4.       What role do local partnerships play in accelerating market penetration and adoption?

Building strong relationships with local partners is essential for successfully growing in a new market. They have in-depth knowledge of the local landscape, consumer behavior, and industry dynamics, giving us a strategic advantage.

By combining our advanced technology with their market expertise, we can accelerate growth and achieve our goals more effectively. However, it’s equally important to collaborate with reliable and trustworthy partners to ensure high-quality service and long-term success for our clients

5.       How should companies adapt their pricing and revenue strategies to fit the economic landscape of a new region?

We collaborate closely with our partners to offer better pricing and exclusive discounts, such as providing larger discounts for pre-payments. Additionally, we create tailored packages that not only help our clients craft an effective marketing strategy but also ensure they receive competitive pricing and a seamless overall experience. This approach allows us to deliver maximum value while meeting both budget and strategic goals.

6.       How can companies ensure their platform remains scalable and sustainable in a new market over time?

Innovation and creativity are crucial in this rapidly evolving market. As we work in digital marketing, the landscape is constantly changing, which presents a challenge in staying current. However, it’s essential to remain updated if we want to deliver a high-quality product. Today, we have several tools to keep us at the forefront, and AI plays a pivotal role in helping us stay ahead. By leveraging AI, we can continuously update our strategies, ensuring they remain scalable and sustainable in the long term.

How does AI enhance personalization in marketing automation, and what impact does this have on customer engagement and conversion rates?

Ryan: By analyzing customer data—like behaviors, preferences, and demographics—and using that to create more relevant, timely content, AI can help personalize your marketing efforts. It allows businesses to send tailored emails with personalized subject lines, localized content, promotions, or product recommendations, making the customer experience feel more individualized. 

This kind of targeted outreach leads to higher engagement, as customers are more likely to open emails and take action when they think (and feel) the content speaks to their specific needs. As a result, it often boosts conversion rates and helps businesses build stronger customer relationships.

In what ways does AI improve the process of lead nurturing through marketing automation, and how does this contribute to the sales funnel?

Ryan: Today’s AI tools can help you eliminate time-consuming tasks like automating follow-up emails, segmenting leads based on behaviors, and providing personalized content recommendations. By analyzing these past interactions, it can also predict which leads are most likely to convert, ensuring the right message reaches the right person at the right time. And, by automating these tasks, businesses can stay top of mind without overwhelming their teams. This is a more efficient nurturing process that can help you move leads smoothly through the sales funnel, increasing the likelihood of conversion.

How is predictive analytics helping businesses anticipate customer behavior and make data-driven marketing decisions?

Ryan: Predictive analytics uses historical customer data to forecast future behaviors. For instance, it can predict when a customer is likely to make a purchase or even when they might churn. With these insights, businesses can proactively adjust their marketing strategies, offering targeted promotions or re-engagement campaigns so your business stays top of mind. By taking a more data-driven approach, you can ensure you’re focusing your resources where they’re most likely to drive results, helping optimize marketing efforts, maximize ROI, and ultimately, drive sales. 

How does AI enable real-time adjustments to marketing strategies, and what impact does this agility have on business growth?

Ryan: If something isn’t working, AI can suggest or implement changes—whether it’s adjusting subject lines, targeting, or content. This agility helps businesses stay relevant, respond to customer needs faster, and continually improve their strategies. Plus, it allows you to make real-time adjustments, continuously monitor campaign performance – tracking metrics like open rates and engagement – and quickly identify trends. As a result, businesses can grow by staying competitive, improving customer experiences, and maximizing their marketing impact. 

What challenges do businesses face when adopting AI-driven marketing automation, and how can they overcome them?

Ryan: The biggest challenge is often the complexity of integrating AI with existing systems and processes. For many small businesses, the technology can seem intimidating and overwhelming. However, AI tools designed specifically for small businesses can simplify this, helping you fit automation into the marketing work you’re already doing. 

To overcome these challenges, businesses should start with easy-to-use AI tools that automate routine tasks (like content creation and segmentation) and gradually scale as they get more comfortable. Don’t forget: Maintaining the human touch is still important and keeps your content authentic—AI should assist, not replace, personal insights.

How do businesses measure the return on investment (ROI) of AI-powered marketing automation, and what metrics are most indicative of success?

Ryan: You can start measuring your results by looking at metrics like engagement rates, conversion rates, and customer retention. For example, if AI helps you generate more relevant emails, leading to better open rates and more clicks, that directly impacts revenue. You can also track how much time and effort AI saves by automating repetitive tasks, resulting in increased efficiency. By evaluating both the financial return and time savings, businesses can gauge the full value of their AI investment.

What are the psychological and cultural implications of removing a platform deeply embedded in users' daily lives? 

The millions of users who flock to the platform daily have become dependent on this source of information. Users come to the platform to learn about current events, share their personal experiences and even foster new communities of likeminded individuals near and far. Dissipating a platform that has become a massive sociocultural communication tool could potentially create a void at the individual, community, or cultural level. The platform’s user community at large along with any sub-communities who depended on this platform may be forced to displace their feelings of solidarity and support; ultimately, dealing with the stress of sudden disconnect and the burden of fostering this once global, sociocultural connectivity elsewhere.  

What strategies can marketers use to avoid "shiny object syndrome" when navigating shifts in the social media ecosystem? 

I believe a solid marketing strategy should be data-driven and balance proactive and reactive approaches. To me personally, defining your brand’s core values is the foundation. You must ensure that no matter what “shiny objects” arise, your brand is recognizable, consistent, and authentic in any trends you lead or join. With this in mind, do research on your audiences, new and old. Stay true to the brand, cater to these valuable audiences, and let the performance data and measurable metrics tell you the rest. That way at any time, you can pivot your attached audiences as you redefine your strategy in accordance with ever-changing macro or micro trends. 

How can marketers prepare for the emergence of new platforms if TikTok were to be banned? 

To prepare for the emergence of new platforms, it’s important to monitor social and e-commerce trends. Research your customers; possibly even ask your loyal audiences where they are headed. Think through nuanced methods of reconnecting with your audiences as a consolidated community, elsewhere. With these insights in mind, think through a strategy that pivots well via a flexible / adaptable content strategy with a strong thread to create a loyal, core community that can locate you on any new / trending platform and help jumpstart your growth. In a nutshell, the advice boils down to “stay ready, so you don’t have to get ready.” 

What lessons can marketers learn from the resilience of platforms like TikTok in the face of potential bans? 

Humans are innately social beings that thrive on connectivity and content-sharing as a tool to learn, grow, and entertain. Regarding the rise and fall of any social platform, marketers should learn to LEARN; and learn to learn FASTER – it does not matter if it’s short or long-form content. New platforms, new trends, new tools, new content preferences, every day the meaning of new evolves exponentially. Stay curious, stay creative, and stay nimble… admit no day is ever the same, then grow from there!

How important is platform diversification in a marketer’s strategy to mitigate risks associated with potential bans? 

Platform diversification is a must, regardless of “bans. Everybody in the USA is talking about the price of eggs recently, right? Here you go: putting all of your eggs in one basket isn’t just an added risk, it is also likely leaving money on the table. Testing and learning from other platforms can be so rewarding, and the results will surprise you. For example, if your business is only selling via TikTok Shop now, that does not mean you’re dependent on the TikTok algorithm through-and-through. Try something new while being weary of spreading thin! Echo the data-driven learnings from your TikTok success (in an adapted form) on another platform that you learn holds similar or complementary audience interests. This can lead to a trove of growth: stronger brand visibility and reach, new and untapped audiences, and potentially: a stronger Plan B to mitigate the risks of platform dependency. 

What opportunities might arise for marketers in the event of TikTok’s absence from the social media space? 

Endless opportunities! For those marketers who have followed TikTok’s boom but were too late to jump on in… this is your chance! Research the social trends, follow the data and jump in with creative, unique content that speaks to your brand. For marketers who were on TikTok, there is the unique opportunity to reignite the conversation about your brand elsewhere and engage with your audiences in fresh, exciting ways!