13: Ways to nail your product positioning: Insights from Sjoerd Handgraaf, chief marketing officer at Sharetribe

Sean Downey is the president of Americas & Global Partners at Google, overseeing the company’s expansive advertising business, including Google Search and YouTube. With a background rooted in the earliest days of digital marketing startups and leadership roles at DoubleClick and Google, Sean draws on leadership lessons learned from his father, particularly the importance of creating a workplace where everyone feels they are contributing to something greater than themselves. He emphasizes authenticity, empathy, and continuous learning as core leadership values.  As part of our Cannes Lions content series, Alan and Sean connect at the International Festival of Creativity to discuss AI’s impact on marketing. Sean explains how Google integrates AI and automation into its advertising platforms to help marketers achieve better results while protecting consumer privacy. He notes that marketers today have to be more efficient than ever and highlights how AI-powered tools help them work smarter and adapt to rapidly changing consumer behaviors. Sean also stresses the importance of first-party data, privacy-safe solutions, strong change management, and a growth mindset for teams navigating technological shifts.    In this episode, you'll learn:  The ways Google balances consumer privacy with marketing performance  Why change management and a growth mindset are essential as technology evolves  Strategies Google uses to empower brands and agencies to confidently adopt and leverage AI-powered tools     Key quotes:  “Brands can get caught in the trap of thinking they know exactly who their customer is. When in reality, they're looking for people that they didn't know existed, that are incremental to their business.” - Sean Downey, president of Americas & global partners at Google  “Everyone knows when they walk to the doors in my building that they contribute to something greater than that. And that powers innovation, that powers customer orientation, and most importantly, it empowers growth personally and professionally.” - Sean Downey, president of Americas & global partners at Google      Key highlights:  [00:30] Introduction  [01:15] Work-life balance    [02:45] Sean’s path to Google  [04:20] A North Carolina connection   [05:10] The scope of Google’s advertising business   [07:15] Balancing privacy with marketing effectiveness  [09:25] Three tips for brands  [10:45] How AI is influencing Google products  [14:00] Empowering product adoption for brands and agencies   [20:20] Sean's leadership principles   [23:50] An experience that defines you: Learning from the most challenging times  [26:45] Advice to your younger self: Be honest with yourself  [27:35] A topic marketers need to learn more about: Change management  [29:10] Subcultures and trends to follow: What makes people resonate  [31:10] Largest opportunity to marketers today: The pace of ideas    Resources mentioned:    Sean Downey  Google  YouTube  Cannes Lions International Festival of Creativity    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Sean Downey and Google  Sean Downey on LinkedIn  Google on LinkedIn  Google on Instagram  Google on YouTube      Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads      

Andrew Messina is a Senior Vice President at Disney Advertising. He began his career on the agency side before moving into daytime sales at ABC, then advancing to a primetime senior account executive role, and ultimately rising to his current position. For the past 17 years, Andrew has led all brand advertising initiatives at Disney Advertising, including linear, programmatic, and addressable campaigns across platforms such as Disney, Disney+, Hulu, FX, and ESPN.  In today’s episode, Alan and Andrew connect at the Cannes Lions International Festival of Creativity to discuss the integration, sponsorship, and advertising opportunities Disney offers brands across its many properties. Andrew shares how live events – particularly women’s sports – are shaping advertising, highlights the importance of relationship-building in media sales, and explains Disney’s approach to reaching diverse audiences. He also reflects on the importance of mentorship and how AI and youth culture are influencing marketing strategies.    In this episode, you'll learn:  How rising viewership of women’s sports is creating new advertising opportunities   Why cultivating trust is essential for career growth, plus actionable development tips   Disney’s approach to building relationships with brands     Key quotes:  “Relationships really, really matter, and the only way some of these things are going to get done is through making sure you’re connected.” - Andrew Messina, senior vice president at Disney Advertising    Key highlights:  [00:30] Introduction   [01:10] A nontraditional introduction to the industry   [02:15] Andrew’s path to Disney   [04:10] The scope of his role  [05:00] How consumer brands shape the sports landscape  [07:45] Some of the most valued properties for brands  [08:45] Co-creation with consumers  [10:00] Stand-out strategies for auto and retail  [11:30] Industry transformation over the years  [13:25] An experience that defines you: The opportunity to learn sales  [15:40] Advice to your younger self: Develop relationships  [16:50] A topic marketers need to learn more about: AI  [17:35] Subcultures and trends to follow: Tastes of the younger audience  [18:50] Largest threat to marketers today: Complacency     Resources mentioned:    Disney Advertising  Cannes Lions International Festival of Creativity  College GameDay Built by The Home Depot  Generation AI by Matt Britton    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Andrew Messina and Disney Advertising:  Andrew Messina on LinkedIn   Disney Advertising on LinkedIn   Disney Advertising on X  Disney Advertising on Instagram    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads      

Each year, top creative minds gather at the Cannes Lions Cannes Lions International Festival of Creativity for a week of innovations, awards, and candid conversations about the future of marketing. Over the next month, you will get exclusive insight into the latest trends and stories shaping the industry through interviews with leaders from some of the world’s most influential brands, including Google, Disney, and Unilever.    In this episode, Alan kicks off the miniseries with our “crystal ball confessionals.” Unlike our usual one-on-one interview style episode, today you’ll hear snippets of Alan's conversations with industry leaders, creators, and innovators at Deloitte Digital’s exclusive ‘Collaborate with Certainty’ and ‘Engage with Certainty’ brunches. These short, candid conversations explore the future of marketing, focusing on the evolution of the creator economy, the changing landscape of fan engagement, and the role of data and technology in shaping authentic connections.  Beginning at the ‘Collaborate with Certainty’ brunch, we explore how the creator economy transforms how brands connect with customers and drive growth. First, Celia Salsi, global head of product marketing at YouTube, shares her insights on why attention, relevance, and trust are crucial for brands striving to stand out in a crowded market. Building on this theme, Kaya Yurieff, team leader for the creator economy at The Information, explores creators' complex and evolving identities. Rounding out the conversation, Kenny Gold, Deloitte Digital’s head of social and creator, shifts the focus to AI, reminding us that, despite technological advances, the true impact of creators remains grounded in authentic human connection.  Shifting to the ‘Engage with Certainty’ brunch, we tackle the question: What does the fan of the future expect from their entertainment experiences? First, we hear from Emma Simkiss, associate director of brand and marketing at the International Olympic Committee, on how authentic fan engagement is measured by meaningful interaction and loyalty, not just numbers. Michelle McGuire Christian, chief commercial officer for Converge™ by Deloitte for Sports, explains how leveraging data and AI can unlock deeper personalization and help brands truly listen to their audiences. Finally, David Geisinger, Marketing Technology, Data & Operations offering leader at Deloitte Digital, discusses a future where technology transforms fans from passive spectators into active participants, building vibrant two-way communities.    Key quotes:  “What we realized through research is that reach alone is no longer enough...They need attention, relevance, and trust. And what we've seen is that creators are best positioned to drive those three.” - Celia Salsi, Global head of product marketing at YouTube    In this episode, you'll learn:  The importance of building authentic, long-term relationships with creators  The value of data in measuring creator impact and fan engagement  Ways to leverage AI to create personalized connections with your audience    Key highlights:  [00:30] Episode introduction   [02:50] The ‘Collaborate with Certainty’ brunch  [03:00] Celia Salsi on the evolution of creator relationships   [06:15] Kaya Yurieff on authentic connections for lasting engagement  [08:15] Kenny Gold on the importance of genuine collaboration   [10:20] The ‘Engage with Certainty’ brunch  [10:30] Emma Simkiss on driving and measuring engagement   [11:55] Michelle McGuire Christian on the role of data in engagement strategies  [13:55] David Geisinger on how technology is impacting fan engagement  [18:00] One-word summaries    Resources mentioned:    Cannes Lions International Festival of Creativity 2025  YouTube  The Information  Deloitte Digital  Deloitte  International Olympic Committee  Converge™ by Deloitte for Sports    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with the guests:     Celia Salsi  Kaya Yurieff  Kenny Gold  Emma Simkiss  Michelle McGuire Christian  David Geisinger    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube  

Are your ads landing with consumers?  According to iHeartMedia's “The New American Consumer 2.0” study, 44% of Americans feel ignored by most media and advertisers .1  In today’s episode, Alan chats with Gayle Troberman, executive advisor at iHeartMedia, about the gap between marketers and consumers, ways for marketers to bridge this gap, and the marketing principles that stay consistent despite technological advancements.   Gayle emphasizes the importance of balancing new technology with classic marketing approaches and cautions against neglecting potential customers by focusing too narrowly on the target audience.  She highlights the power of evoking memories in advertising, primarily through audio, with examples of iconic jingles. She also describes why radio and podcasting are effective tools for mass reach and emotional engagement.  Gayle Troberman is a highly respected marketing industry veteran. She spent 16 years as chief creative officer at Microsoft, then as chief marketing and ideas officer at IPG Mediabrands. She then became chief marketing officer at iHeartMedia for over a decade before moving into her current role as executive advisor. Today, Gayle works across all iHeartMedia businesses to help them connect with consumers in a deeper, more meaningful way. Her “human first, outcome second” approach to life and marketing has kept her consistently in tune with consumers throughout her career.    In this episode, you'll learn:  The inspiration behind “The New American Consumer 2.0” study and insights from the research   How marketers can better understand their audience   Approaches to using AI and targeting to add value from a consumer perspective    Key quotes:  “Every time a new technology comes along... marketers think it's like the world has to change, and it really doesn't. If you know who your brand is and you know where you want to find growth, then it's about telling good stories. It's about being relevant to those consumers.” - Gayle Troberman, executive advisor at iHeartMedia    “We sometimes let innovation get in the way of growth, or we get so enamored with the technology or the opportunity that we forget any of these platforms, any of these news tools, whether it's AI or targeting, are only as good as the stories we put out there.” - Gayle Troberman, executive advisor at iHeartMedia    “The average marketer may not be as in touch with their consumers as they think they are... I think part of the problem is that we're very often talking to ourselves. Our ads are reflecting this bubble we live in. Our ads are not reflecting the values, the beliefs, the interests, or the passions of the real American consumers.” - Gayle Troberman, executive advisor at iHeartMedia    “There's genius out there everywhere if you just talk to humans.” - Gayle Troberman, executive advisor at iHeartMedia        Key highlights:  [00:32] Introduction   [01:45] A ”muppalucky” life   [02:50] Gayle’s career path   [05:50] The secret to a long CMO tenure   [07:45] Enduring truths in marketing   [13:40] “The New American Consumer Report 2.0”  [18:25] How marketers can reconnect with everyday consumers  [22:40] Who has influence?   [24:15] Using AI in a mindful way  [28:30] An experience that defines you: Developing a human-first philosophy  [31:30] Advice to your younger self: A little more patience and empathy  [33:00] A topic marketers need to learn more about: Balancing the new with the classics  [34:15] Subcultures and trends to follow: Young people taking strong stances  [35:35] Largest opportunity and threat to marketers today: Fake performance indicators    Resources mentioned:    Gayle Troberman  iHeartMedia  "The New American Consumer 2.0" press release  “The New American Consumer 2.0” study     Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Gayle Troberman and iHeartMedia:  Gayle Troberman on LinkedIn   iHeartMedia on LinkedIn  iHeartMedia on Instagram  iHeartMedia on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads    

How do you determine your product's market value beyond its features?  In today’s episode, Alan and Sjoerd Handgraaf, Sharetribe's chief marketing officer (CMO), discuss Sharetribe’s origins, product evolution, and how Sjoerd’s team identified its ideal product positioning by evaluating the true value it provides to marketplace founders. Sjoerd shares insights into the unique dynamics of building and branding two-sided marketplaces and explains how a “give first, ask later” philosophy has helped Sharetribe develop trust and lasting relationships with its community.   Sjoerd grew up as a do-it-yourself (DIY) punk rocker in a steel town in the Netherlands. He originally planned to become an English teacher, but love brought him to Finland, where he discovered the startup world. With his DIY background, Sjoerd joined Sharetribe as the first marketing hire in 2016 and became CMO in 2020. Sharetribe is a software as a service (SaaS) solution that aims to democratize the sharing economy by empowering marketplace founders with a no-code platform builder.     Key quotes:  “We just put value out in the world, and we hope that convinces people to at least give us a try.” - Sjoerd Handgraaf, chief marketing officer at Sharetribe   “Look at what your [product’s] unique benefits are compared to those [competitive alternatives] and then try to wrap those [benefits] in value, not features. A lot of tech marketers are quite fond of listing the features, but what is the value that [the feature] unlocks? What is the thing that it gives to customers?”” - Sjoerd Handgraaf, chief marketing officer at Sharetribe    In this episode, you'll learn:  Common pitfalls to avoid when starting a marketplace business   How to conduct an objective self-assessment to clarify positioning  Sjoerd’s tips for marketers on navigating AI     Key highlights:  [00:30] Introduction   [01:38] A punk record label mogul  [03:00] The Dutch directness   [05:15] Sjoerd’s path to Sharetribe  [09:17] Who does Sharetribe serve?  [10:40] Sharetribe’s origin story   [16:30] How to get the product positioning right  [33:27] The notion of “give first, ask later”  [28:25] Why marketing is moving back to basics  [31:15] Lessons learned from Two-Sided: The marketplace podcast  [36:15] An experience that defines you: Being a DIY punk  [37:20] Advice to your younger self: Be even more entrepreneurial  [38:05] A topic marketers need to learn more about: AI is unavoidable  [42:55] Subcultures and trends to follow: No-Code and Indie Hackers  [44:35] Largest opportunity and threat to marketers today: Leveling up with AI     Resources mentioned:    Sjoerd Handgraaf  Sharetribe  Two-sided: The Marketplace Podcast   The Lean Marketplace    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Sjoerd Handgraaf and Sharetribe:  Sharetribe on X  Sharetribe on Facebook  Sharetribe on YouTube     Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads    

What do executive recruiters look for when placing chief marketing officer (CMO) candidates? Why do CMOs have some of the shortest average tenures among the C-suite?   Richard Sanderson has spent nearly his entire career as an executive recruiter. He began as an intern at Russell Reynolds Associates in the United Kingdom, then eventually joined them full-time, and was relocated to the United States. He went on to get his Master of Business Administration from the University of Chicago before shifting into a new role as Senior Associate at Booz & Company. After five years in consulting, Richard rejoined Russell Reynolds Associates before moving into his current marketing, communications, and sales practice leader role at Spencer Stuart. In his role, he has led a series of high-profile Fortune 500 chief marketing officer (CMO) searches.  In today's episode, Alan and Richard break down the 2025 Chief Marketing Officer Tenure Study. They discuss what the data shows regarding career trajectories, changing titles and expectations, and the future of marketing leadership. Richard also shares what he seeks in CMO candidates when filling a role, provides listeners with actionable tips for interviews, and suggests that marketers align their language with their CEO’s priorities.    In this episode, you'll learn:  The ABCs of interviewing: Leading practices and common pitfalls  Career paths for CMOs after their tenure   What shifting marketing leadership titles means for the role    Key quotes:  “Yes, it's your resume that gets your foot in the door... but it's the chemistry and the culture that gets you the job.” - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart  “Low tenure is not a sign of failure... Many marketing leaders are being promoted into bigger and better roles. So, in other words, short tenure [does not mean] a bunch of CMOs [are] being fired. It's quite the opposite... a bunch of CMOs being promoted and given other opportunities.” - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart  “Ultimately, when you think about the constituents of the C-suite, who is the voice of the customer? Is it the chief financial officer? Not really. Is it the chief information officer? I don't think so. Is it the chief HR leader? No. Really... the marketing leader is the true customer or consumer advocate; they are the voice of the customer.” - Richard Sanderson, marketing, sales, and communications practice leader at Spencer Stuart   Key highlights:  [02:10] A new (destructive) addition to the family   [03:35] Richard’s unusual path to executive recruiting   [06:55] How to shine in the job search and interview  [13:36] CMO tenure data  [17:00] Why CEO tenure is an outlier   [19:05] Where do the CMOs go?  [23:45] Evolution of the CMO role in financial services and healthcare  [26:05] Changing titles and responsibilities  [29:05] The marketing to CEO pipeline  [32:00] An experience that defines you: Living cross-culturally  [34:35] Advice to your younger self: Treasure your time  [36:15] A topic marketers need to learn more about: The shifts in industry and politicization of brands  [40:30] Largest opportunity to marketers today: Align the agenda and talk the language     Resources mentioned:    Richard Sanderson  Spencer Stuart  2025 CMO Tenure Study    Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Richard Sanderson and Spencer Stuart  Richard Sanderson on LinkedIn  Spencer Stuart on X  Spencer Stuart on Facebook  Spencer Stuart on YouTube    Connect with Alan Hart and Deloitte Digital:     Alan Hart on X  Alan Hart on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads