Future of Consumer Marketing

In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Peter Malick, Founder and CEO of InboundAV. Peter's journey from professional musician and audio producer to marketing agency founder offers a unique lens on how creative expertise translates into marketing innovation. InboundAV has evolved from a marketing automation shop into a forward-thinking agency that's leveraging AI to build micro-SaaS products and fundamentally reimagine what marketing agencies can deliver. After nine years of working with clients ranging from solopreneurs to companies with 170 locations and 2-million-person databases, Peter is now navigating the seismic shift AI is bringing to marketing services—where the competitive advantage is no longer execution capability but strategic thinking and creative direction.
Topics Discussed:
Transitioning from music production to marketing automation and agency services
Building an agency culture focused on internal teams versus contractor reliance
Navigating the AI revolution in marketing and web development
Developing micro-SaaS products as a marketing agency
Securing unsolicited funding from Amazon Web Services for AI product development
Strategic positioning for agencies in an AI-first marketing landscape
The collapse of traditional web development timelines (from hours to minutes)

In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Scott Leff, Founder of Leff Communications, a content marketing agency that has scaled from a solo freelancer operation to a 30-person team serving global B2B clients. While Leff Communications primarily operates in the B2B space, Scott shares universal lessons about building authority through content, cutting through algorithmic noise on platforms like LinkedIn, and adapting to the AI-driven content landscape that applies across both consumer and enterprise marketing contexts.
Topics Discussed:
Building a content marketing agency from freelancer to 30-person team
Navigating market positioning when you don't fit traditional agency categories
Scaling rapidly during COVID and adjusting post-pandemic
LinkedIn's evolution and the challenge of breaking through algorithmic noise
Conducting systematic experiments with generative AI tools across departments
The tension between AI-generated content and authentic human connection
Video content as a differentiation strategy on social platforms

In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Dimitra Papastathi, Head of Creative Design at Typeform. Typeform has transformed the mundane task of data collection into an engaging experience for over 150,000 businesses worldwide. Leading a lean team of four designers plus an extended creative agency, Dimitra shares how she's evolved Typeform's visual identity while maintaining brand consistency, navigated the rapidly changing AI landscape in creative work, and balanced the tension between systematic design and creative experimentation. From her background in fashion and culture to shaping tech brand narratives, Dimitra reveals the strategic thinking behind building trust through design while keeping audiences surprised.
Topics Discussed:
Bringing fashion and culture design principles into tech branding
Evolving from generic startup aesthetics to humanized brand experiences
Building and managing a hybrid creative team structure
Strategic use of AI in creative workflows and content production
Measuring creative impact through qualitative and quantitative metrics
Balancing brand consistency with creative experimentation
The "AI Kitchen" approach to collective tool evaluation
Designing for international audiences while maintaining brand coherence

In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Brett Curry, CEO of OMG Commerce, a performance marketing agency specializing in YouTube advertising and omnichannel growth for consumer brands. Since 2010, OMG Commerce has evolved from a general search marketing agency into a specialized growth partner for seven, eight, and nine-figure retail brands. Brett shares how his team creates measurable, incremental growth across YouTube, Meta, Amazon, and Google by combining rigorous testing frameworks, creative strategy, and multi-touch attribution. Through detailed case studies and tactical insights, Brett reveals how brands can unlock YouTube as a performance channel and build sustainable, profitable growth in the post-COVID e-commerce landscape.
Topics Discussed:
Building YouTube campaigns that drive measurable in-store retail sales
Using geo-testing and incrementality studies to prove channel effectiveness
Scaling D2C brands by unlocking YouTube as a performance channel alongside Meta
Leveraging AI for client sentiment tracking and creative development
Navigating agency growth through the COVID boom and post-COVID correction
Structuring omnichannel measurement across D2C, Amazon, and retail
Developing creative frameworks for high-performing YouTube ads
Building data science capabilities within a mid-size agency

In this episode of The Future of Consumer Marketing: Masterclass Edition, host Andres Figueira interviews Markus Hetzenegger, Founder & CEO of NYBA Media. NYBA is transforming how the live entertainment industry approaches ticket sales by bringing performance marketing precision to an industry that traditionally relies on unmeasurable old-school advertising. Starting from promoting small university events in Germany, Markus has scaled NYBA to sell over 75 million tickets for artists ranging from Coldplay and The Weeknd to Cirque du Soleil and BBC Earth Experience. By leveraging proprietary AI trained on years of campaign data, NYBA delivers measurable ROI in a market where promoters often invest millions without knowing which marketing efforts actually drove ticket sales.
Topics Discussed:
Building a performance marketing model for live entertainment ticket sales
Leveraging AI trained on 75+ million ticket sales to optimize campaign strategy
Scaling a B2B marketing agency from Germany to UK, US, and Middle East markets
Creating automated infrastructure to enable lean team operations at scale
Discovering unexpected audience behaviors on TikTok for family entertainment and niche genres
Structuring long B2B sales cycles through education and case study marketing
Adapting campaign strategies based on artist relevance, venue size, and budget allocation

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Roxy Young, Former Chief Marketing & Consumer Experience Officer at Reddit. Roxy brings a unique perspective to consumer marketing - she's a self-described "pragmatic brand marketer" who started her career in finance and built her expertise through the most quantitative side of marketing before evolving into brand leadership. Over eight years at Reddit, she helped transform the platform from a niche community for gamers and programmers into a mainstream product used by hundreds of millions globally. Her career spans iconic consumer brands including Netflix, Gap, and Sephora, where she learned that great brands aren't built on creative instinct alone—they're built on deep consumer understanding, conviction, and the discipline to evolve thoughtfully.
Topics Discussed:
Building mainstream appeal while maintaining community authenticity
The evolution vs. rebrand framework for brand transformation
Quantitative approaches to brand marketing
Navigating consumer backlash during brand evolution
Understanding consumer needs as the timeless marketing skill
Managing "the Internet" as a key stakeholder
Direct response marketing as a foundation for brand thinking

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Jana Kleemeier, Senior Director of Creative & Brand Marketing at True Botanicals. True Botanicals is challenging the false dichotomy between clean beauty and high-performance skincare in a market where premium brands typically sacrifice ingredient transparency for efficacy. Operating in a space where consumer skepticism around "clean" claims runs high due to rampant greenwashing, Jana shares how True Botanicals leverages clinical science, sensorial product design, and authentic creative execution to build a luxury brand that refuses to compromise on either performance or sustainability—all while navigating the cultural shift away from digital-first marketing toward experiential, analog brand building.
Topics Discussed:
Bridging the clean beauty performance gap in premium skincare Leveraging clinical studies and science-backed messaging to overcome consumer skepticism
Building brand credibility through word-of-mouth in a crowded beauty market
Capturing the new and expecting mother demographic through ingredient transparency
Navigating the tension between AI efficiency and authentic brand storytelling
Adapting marketing strategy to the cultural countermovement away from screen time
Scaling a luxury beauty brand through strategic retail partnerships versus owned stores
Maintaining creative authenticity in an increasingly AI-generated content landscape

In this episode of The Future of Marketing, host Andres Figueira interviews Erika White, Chief Marketing Officer at Navan, the leading all-in-one business travel and expense management platform. Navan is disrupting the antiquated corporate travel industry by bringing consumer-grade personalization to business travel—enabling employees to book trips as seamlessly as their personal travel while maintaining compliance and giving finance teams real-time visibility. After going public in October, Navan is scaling its marketing organization globally while maintaining an in-person culture that mirrors the in-person connections their product facilitates. Erika shares how she's building a unified global marketing function, leveraging AI for brand consistency at scale, and creating demand in a $185 billion addressable market dominated by legacy solutions.
Topics Discussed:
Globalizing a disparate marketing organization across US and EMEA markets
Orchestrating a high-impact IPO marketing campaign as a demand generation event
Building an in-person marketing culture that reflects the product's value proposition
Training custom LLMs on brand voice for scalable content creation
Allocating marketing budget toward upmarket demand generation and sales enablement
Leveraging out-of-home advertising contextually for business travelers
Expanding from travel into expense management and payments during COVID

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Sarah Qualters, VP of Marketing at Rack & Riddle Custom Wine Services. As the #1 custom sparkling wine producer in the U.S. with 3.5 million cases of capacity, Rack & Riddle operates behind the scenes, producing sparkling wine for over 400 clients who sell it under their own labels. Sarah shares how she's building a marketing function from scratch in a B2B2C business model where most consumers have never heard of the brand—yet have likely enjoyed their wines at retailers like Trader Joe's, Kroger, and Albertsons. With just a two-person marketing team, she's establishing innovation processes, navigating complex multi-stakeholder decision chains, and identifying white space opportunities in a market dominated by European imports.
Topics Discussed:
Building marketing infrastructure in a company that operated without a marketing team for 18+ years
Navigating B2B2C marketing across winemakers, distributors, retailers, and consumers
Establishing innovation processes to capture emerging trends (premixed cocktails, alcohol-removed wines)
Managing stakeholder marketing across the three-tier alcohol distribution system
Leveraging AI for efficiency with a lean marketing team
Identifying market gaps in domestic vs. imported sparkling wine

In this episode of The Future of Consumer Marketing, host Andres Figueira interviews Isabella Sobieski, Director of Brand and Marketing at Pluto TV. Pluto TV is competing in one of the most crowded entertainment landscapes by positioning itself as the anti-subscription streaming service - completely free, always. Operating across 36 countries since being acquired by Paramount in 2019, Pluto TV faces a unique challenge: convincing consumers accustomed to Netflix's on-demand model or traditional TV's familiarity that there's a third way. By treating content curation as community building, leveraging nostalgia as a psychological trigger, and finding white space in niche content markets, Pluto has carved out a sustainable position in an oversaturated streaming market.
Topics Discussed:
Building a free streaming service in a subscription-dominated market
Using niche content verticals to create loyal audience segments
Leveraging psychological triggers like nostalgia and recognition in product design
Competing for attention without traditional marketing budgets
Adapting marketing strategies across culturally diverse markets (US, Latin America, Europe)
Converting influencers and content creators into distribution partners
Operating lean marketing teams through strategic agency partnerships