Future of Consumer Marketing

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Nancy MacIntyre, CEO of WorldWinner, a 25-year-old skill gaming platform that has paid out over $2 billion in prizes. WorldWinner operates in the rapidly growing real money gaming space, offering head-to-head and multiplayer tournaments across 30+ games including Wheel of Fortune, Scrabble, and Bingo. Through their proprietary fair matching system and strategic partnerships with companies like FanDuel, WorldWinner is expanding beyond traditional "soccer mom" demographics to capture younger, male gamers while maintaining their core value proposition of skill-based competition and guaranteed fairness.
Topics Discussed:
Transitioning from free-to-play marketing to deposit-focused acquisition strategies
Building proprietary fair matching systems for skill-based tournaments
Leveraging AI for creative development and customer relationship management
Expanding demographic reach through strategic partnerships (FanDuel Face Off)
Using player behavior metrics (games per player) to evaluate game success
Creating seamless onboarding experiences that convert free players to paying customers

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Jack Jia, founder and CEO of Musely, the largest teledermatology company in the US. Musely transformed from a failed marketplace of 900 skincare products into a prescription wellness company serving over one million patients. When Jack discovered that over-the-counter skincare products are legally required to be ineffective (anything that actually works is classified as a drug), he pivoted to create custom compounded prescription medications. Through authentic patient testimonials and community-driven marketing, Musely built trust in a skeptical market by proving results rather than making promises.
Topics Discussed:
Pivoting from a marketplace model to prescription telehealth after discovering regulatory constraints
Building trust through authentic patient results rather than influencer marketing
Creating community-driven support through patient forums and shared experiences
Developing custom compounded medications for conditions not covered by insurance
Scaling authentic testimonials across traditional and digital marketing channels
Competing against established beauty brands through efficacy rather than aspiration

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Ada Mockute Jaime, Chief Marketing Officer at Nordcurrent, a 23-year-old bootstrap family business that develops and publishes mobile games like Cooking Fever (600+ million downloads), Murder in the Alps, Pocket Styler, and Airplane Chefs. Ada shares how mobile gaming marketing operates more like direct-to-consumer brands than traditional gaming, requiring sophisticated retention strategies and community building across social platforms. With games spanning from time management to storytelling, Nordcurrent has mastered the art of creating lasting emotional connections with players while navigating the complex mobile app ecosystem where organic traffic attribution remains challenging.
Topics Discussed:
Building 10+ year player retention through multi-layered game design
Creating authentic community engagement on social platforms where players naturally gather
Developing sophisticated user acquisition funnels that prioritize retention over installs
Leveraging nostalgia marketing for games with generational staying power
Navigating iOS privacy changes and app store attribution challenges
Testing AI integration while maintaining character authenticity and player trust

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Lex Deak, co-founder and CEO of Basket, an AI shopping agent that's reimagining how consumers research, save, and purchase products online. Basket transforms the fragmented shopping experience by creating a universal wish list that evolves into an intelligent shopping companion. Starting as a smart wish listing tool in the UK, Basket has grown into a comprehensive platform that tracks prices, applies coupons, manages stock alerts, and provides personalized recommendations. Through their direct-to-consumer approach and data-driven insights into shopping behavior, they're building the foundation for ambient commerce that anticipates consumer needs without requiring constant user input.
Topics Discussed:
Transforming impulse shopping into considered purchasing decisions
Building AI-powered shopping tools that prioritize user trust over advertiser revenue
Leveraging behavioral psychology to understand gender differences in shopping patterns
Creating shareable shopping experiences that drive organic user acquisition
Scaling internationally while maintaining product-first focus
Using micro and nano influencers for cost-effective user acquisition

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Shayanta Paul, Director of Performance Marketing at Delivery Hero, one of the world's largest food delivery businesses. Managing marketing operations across 10 companies in 70 countries, Shayanta shares how sophisticated performance marketers navigate the complex challenges of multi-market operations, data fragmentation, and increasingly automated advertising platforms. From her early days at Google India to scaling performance marketing at global scale, Shayanta reveals the tactical frameworks and measurement strategies that drive success in highly competitive, margin-sensitive markets where traditional attribution models fail.
Topics Discussed:
Building data-driven marketing foundations across multiple markets and business models
Developing measurement frameworks when third-party attribution breaks down
Balancing acquisition versus retention spend in margin-constrained businesses
Leveraging geosplitting and first-party data for incrementality measurement
Evolving team structures as advertising platforms become more automated
Implementing AI-powered creative production at scale across diverse markets
Identifying undervalued marketing channels before they become saturated

In this episode of The Future of Marketing, host Andres Figueira speaks with Milda Bayer, VP of Marketing and GTM at Lepaya, a people development company serving enterprise clients like ING, Maersk, and L'Oréal. As the first marketing hire across multiple high-growth companies including Mollie Payments (now one of EMEA's largest payment providers), Milda shares her playbook for building marketing functions from scratch in B2B environments. Her approach centers on transforming marketing from a perceived cost center into a measurable revenue driver while navigating the complex stakeholder dynamics that come with selling to C-suite executives.
Topics Discussed:
Proving marketing value as the first marketing hire without historical data
Building thought leadership content that resonates with busy C-suite executives
Creating co-creation models that turn target customers into brand advocates
Balancing analytical rigor with creative brand-building in B2B marketing
Leveraging old-school marketing tactics in an AI-saturated landscape
Scaling authentic networking and community-building strategies
Identifying leadership potential using energy, potential, and depth frameworks

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Tobias Tanner, Founder of Le Magasin, a co-retail platform revolutionizing how lifestyle and design brands enter physical retail markets. Based in Berlin since 2009, Tanner has built a turnkey solution that makes physical retail accessible and affordable for direct-to-consumer brands while creating curated discovery experiences for consumers. Through partnerships with prestigious destinations like Stockholm's NK department store and innovative concepts like their "Dry Bar" non-alcoholic spirits program, Le Magasin is redefining retail as experiential marketing rather than mere transaction.
Topics Discussed:
Building a co-retail platform that serves as marketing infrastructure for brands
Creating turnkey physical retail solutions for direct-to-consumer brands
Developing experiential retail concepts that drive community engagement
Navigating cultural differences in consumer expectations across European and US markets
Scaling curated retail experiences while maintaining brand selectivity
Leveraging high-profile retail partnerships for mutual value creation
Building omnichannel strategies that connect physical and digital experiences

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Alexei Bezzubov, Chief Marketing Officer at FISSURE.pro. FISSURE operates as more than just an esports studio - they're a comprehensive tournament operator organizing major events for games like Counter-Strike, Dota, and Mobile Legends. Coming from traditional TV production, Alexei transitioned into esports during Ukraine's 2014 political upheaval, building FISSURE into a platform that reaches the coveted 18-35 male demographic through innovative streaming integrations and authentic community engagement. Their approach demonstrates how esports marketing can deliver superior brand touchpoints compared to traditional broadcast advertising.
Topics Discussed:
Transitioning from traditional TV production to esports marketing during industry disruption
Understanding IP rights and licensing restrictions across different gaming publishers
Building authentic community engagement in traditionally toxic gaming environments
Leveraging streaming platforms for enhanced brand integration opportunities
Monetizing free-to-watch tournaments through strategic brand partnerships
Managing platform transitions from Twitch to Kick while maintaining audience loyalty

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Holly Eagleson, Senior Vice President of Brand Marketing at Misfits Market. Misfits Market has evolved from an "ugly produce subscription box" in 2018 to a full-service online grocery platform serving all lower 48 states. The company rescues food that doesn't meet traditional grocery store aesthetic standards - up to 30% of what's grown never reaches shelves due to size, shape, or cosmetic imperfections. Holly shares how they've navigated the challenge of marketing "imperfect" food while building a premium brand, including their 2022 merger with competitor Imperfect Foods and the strategic evolution from mystery boxes to customizable grocery delivery.
Topics Discussed:
Evolving from mystery box subscriptions to full grocery customization
Managing brand perception around "imperfect" food quality
Merging two competing brands with different customer bases and messaging approaches
Building urgency and seasonal marketing around surplus crops and limited inventory
Leveraging AI for logistics, personalization, and customer service while maintaining authentic content
Balancing price competition with holistic value propositions
Creating educational content around food waste and shelf-life misconceptions

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Mark Rushmore, Co-Founder of SURI (Sustainable Rituals). SURI is disrupting the $6 billion electric toothbrush market dominated by legacy players with 80% market share. Starting from a simple observation about plastic waste at P&G, Mark and his co-founder built a premium electric toothbrush that doesn't compromise on performance, design, or sustainability. In just three years, they've grown from zero to £23.5 million in annual revenue by focusing relentlessly on product excellence, strategic SEO placement, and building genuine customer love that drives 18-20% of sales through word of mouth.
Topics Discussed:
Building trust and credibility as a new brand in a high-consideration category
Strategic SEO approach for product recommendation searches
Creating a premium product that doesn't compromise on sustainability
Scaling through repeat purchase dynamics in a "low-frequency" category
Multi-market expansion strategy and localization decisions
Team structure evolution from generalist to specialist roles