I’m joined by my friend and fellow marketer Ally Golden for Episode 1 of our POSSIBLE 2025 conference series. The POSSIBLE conference brings together key decision-makers and rising marketers through 3 days of learning and networking. Ally and I were lucky to attend several interactive sessions and masterclass conversations that fostered meaningful connections among industry leaders and innovators. In this first episode of the series, we discuss our experience at POSSIBLE 2025, along with our three strategies to watch moving into the second half of this year.

Key Takeaways:

// Serial content is the new brand loyalty. Consumers crave consistency. Brands should be thinking like creators or showrunners.

// Creators are the new media channels. “In today’s marketing landscape, creator partnerships aren’t an add-on—they’re the channel. Especially when they’re authentic fans of the product.”

// AI influencers are on the rise - but humans still matter, for now. It’s likely we’ll have trouble identifying the difference within the next 18 months.

// Unlock the many to many model with creative. “Creativity is the superpower that cuts through. Creativity makes the conversion happen.”

// Get behind the content that works and get out of the content that doesn’t. Focusing on differentiating through awareness, engagement and demand to help create desire at scale.

Connect with Ally: LinkedIn | Instagram

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What makes a great campaign truly effective? And how do you scale brand success globally without losing authenticity? In this episode, I sit down with Nataly Kelly, Chief Marketing Officer at Zappi, to unpack the new rules of marketing in a world powered by connected insights, AI, and always-on consumer data. Nataly shares highlights from Zappi’s State of Creative Effectiveness report, the inside story behind her upcoming book Brand Global, Adapt Local, and how marketers can thrive by leaning into curiosity, clarity, and continuous feedback. We also touch on the emotional side of career pivots and why finding the right next step is more about mission than job titles.

Key Takeaways:

// Connected insights aren’t just a buzzword — they’re a system for improving creative, product, and brand performance with real-time consumer input.

// AI is not replacing marketers—it’s enhancing our ability to make smarter, faster, insight-driven decisions.

// If you’re out of work, you’re not alone — Nataly shares a powerful framework for finding clarity in the in-between.

The State of Creative Effectiveness Report: HERE

Learn more about Zappi: Website | NewsletterConnect with Nataly: LinkedIn | Brand Global, Adapt Local (Book) | Find Meaningful Work (Guide)

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Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

Join our FREE Open Jobs group on LinkedIn: ⁠Join now⁠

Get the latest from MHH, straight to your inbox: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join our email list!⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

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