AI can scale your content. But can it protect your brand?

Analyze your brand messaging for free at www.jacquard.com In the race for immediate results, marketers risk sacrificing the one thing that sustains growth: brand equity. In this episode of The Array by Jacquard, Toby and Jasper sit down with David Aaker, Vice Chairman at Prophet and widely known as the “Father of Modern Branding,” to explore why strong brands still depend on the fundamentals: differentiation, brand equity, and long-term thinking. Drawing on decades of research and his latest book, Aaker on Branding, David explains how to balance performance marketing with brand building, turn disruptive innovation into a lasting advantage, and avoid letting AI-driven optimization undermine the value you're working to create.

Analyze your brand messaging for free at www.jacquard.com The marketing job hasn't just changed; it's expanded into something much bigger. In this episode of The Array by Jacquard, Toby Coulthard and Jasper Pye sit down with Kevin L. Miller, former CMO of The Fresh Market and Grocery Outlet, to explore the evolution of marketing leadership and what he calls “CMO 3.0.” Kevin shares why modern marketers need to look beyond brand building and campaign metrics, how AI can support better decision-making without replacing human judgment, and why the leaders who thrive today are the ones who understand the entire business, from technology and finance to customer experience and human behavior.

Analyze your brand messaging for free at www.jacquard.com AI is changing how marketers create content, test campaigns, and scale creative production. But as producing more content becomes easier, how do brands protect the identity that makes them recognizable? In this episode of The Array by Jacquard, Toby and Jasper sit down with William Doornekamp, Global Marketing Manager at REV'IT! Sport International, to explore how AI is changing creative marketing. William shares how his team uses synthetic data to guide paid media decisions, why authentic brand storytelling still needs human creativity, and how AI is opening up new possibilities for smaller businesses without the resources to hire an entire studio or agency.

Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper speak with Doug Zarkin, CMO at Take 5, bestselling author, and TEDx speaker, about what it takes to build brands that earn customer trust and drive lasting growth.Across a career spanning Avon, Victoria's Secret PINK, Pearle Vision, and Take 5, Doug has learned that effective marketing starts with understanding people, not just measuring them. He shares why his experience selling Avon door-to-door and working on the frontline shaped his approach to brand strategy, and why marketing without operational excellence is just stuff.This conversation explores how marketers can use AI without losing the human touch. Doug sees AI as a powerful tool for research, idea generation, and exploring possibilities, but warns against treating it as a substitute for curiosity, judgment, or human connection. He also explains why tracking endless metrics can lead to analysis paralysis, and why trust, reputation, and customer sentiment matter alongside sales and lifetime value.From anticipating customer needs to empowering frontline teams, Doug makes the case for designing experiences that build relationships beyond a single transaction. Ultimately, the goal isn't simply to get customers to choose your brand once. It's to give them a reason to choose you again.What You’ll Learn:Why human connection and trusted recommendations remain powerful drivers of brand growthWhy more customer data doesn't always lead to better insightsHow to use AI to fuel curiosity, explore ideas, and improve execution without replacing human judgmentWhy customer service should strengthen relationships instead of simply resolving problemsHow trust, reputation, and customer sentiment reveal the health of a brandWhy marketers should focus on the metrics that directly influence business performanceHow to recognize when customers are quietly losing faith in your brandWhy successful transformation requires more than agreement, it requires genuine commitmentDoug Zarkin is the Chief Marketing Officer at Take 5 Oil Change, part of Driven Brands, and a brand transformation leader, bestselling author, and TEDx speaker. His career spans agency leadership and senior operating roles across beauty, fashion, retail, healthcare, wellness, and automotive services.Doug helped build Avon’s mark. brand to $118 million in 18 months, scale Victoria’s Secret PINK to $400 million, and grow Pearle Vision’s franchise business from $500 million to approximately $1 billion. At Take 5, he has led marketing transformation across brand strategy, customer experience, CRM, media, analytics, and omnichannel marketing.Through his book Moving Your Brand Out of the Friend Zone and his “Thinking Human” philosophy, Doug champions a customer-first approach that connects brand strategy, frontline execution, trust, and commercial performance. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.Episode Resources:Doug Zarkin on LinkedInDriven Brands Inc. Website

Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper chat with Rachel Kamel, Director of CRM at Zwift and a growth marketing leader with experience across B2B, gaming, entertainment, and fitness. Together, they explore what it really takes to keep customers engaged when marketers have more tools, more data, and increasingly powerful AI at their disposal.Rachel explains how different industries have shaped her approach to retention, from the annual cycles of B2B to the constant engagement demanded by gaming and fitness. This conversation then turns to AI and CRM. Rachel sees the biggest opportunity in automating repetitive work and giving marketers more time for strategy, analysis, and creative thinking. But she warns against assuming that because teams can produce twice as many campaigns, they should. More messages can create customer fatigue, and AI can make it easier to automate the wrong things at scale.Rachel also shares a smarter approach to experimentation: instead of testing isolated creative variations, marketers should look for repeatable insights that can influence future campaigns. Finally, she explains why the numbers behind funnels, retention, and performance ultimately connect back to something more human: creating a better customer experience. For her, the most rewarding marketing work is work that makes people's lives better.What You’ll Learn:How CRM strategies differ across B2B, gaming, entertainment, and fitnessHow AI can remove repetitive work without removing human judgmentWhy scaling campaigns doesn't necessarily mean scaling valueHow customer fatigue can change the way you approach automationHow to build experiments that generate reusable marketing insightsWhy audience context should shape your messaging and creativeWhen humor and insider language can strengthen or hurt engagementHow to personalize CRM strategies around customer behavior and motivationWhy better funnels and retention ultimately start with better customer experiencesRachel Kamel is Director of CRM at Zwift, where she leads customer relationship marketing for a fitness platform built at the intersection of sport, technology, and gaming.A growth marketing leader with experience across B2B, gaming, entertainment, and fitness, Rachel specializes in building and refining customer journeys across acquisition, onboarding, retention, churn prevention, and winback. She is also passionate about making cycling more accessible and using marketing to help people have better experiences with the products they use.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.Episode Resources:Rachel Kamel on LinkedInZwift Website

Analyze your brand messaging for free at ⁠www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper chat with Marina Vogt, Head of CRM at loveholidays, to explore how CRM can evolve from a campaign-led function into a strategic driver of commercial growth.Drawing on her experience leading large-scale CRM transformation at loveholidays, Marina explains what it takes to build lifecycle programmes around the customer journey rather than simply sending more campaigns. From trigger-based journeys and segmentation to experimentation and personalization, she explores how CRM teams can create more relevant customer experiences while delivering measurable commercial outcomes.This conversation also examines the importance of experimentation in modern CRM. Instead of relying on assumptions about what customers want, teams can use structured testing and incrementality frameworks to understand what actually drives additional conversion, engagement, and retention. This creates a more disciplined approach to customer marketing and helps teams separate correlation from genuine commercial impact.Toby, Jasper, and Marina also discuss the challenges of scaling CRM across markets and building the technology, processes, and cross-functional relationships needed to support meaningful personalization. This episode offers a practical perspective for CRM, marketing, and growth leaders looking to build customer engagement capabilities that scale, generate incremental growth, and become an integral part of the wider commercial strategy.What You’ll Learn:Why lifecycle marketing should be built around customer behavior and intent rather than generic campaign calendarsHow trigger-based journeys can create more relevant and timely customer experiencesThe role of experimentation and incrementality testing in identifying genuine CRM-driven growthHow segmentation and personalization can improve conversion, retention, and customer engagementWhy CRM transformation requires close collaboration between marketing, product, engineering, and data teamsHow to build CRM operating models that can scale as businesses enter new marketsWhy practical execution and measurable impact should remain at the center of modern CRM strategyMarina Vogt is Head of CRM at loveholidays, where she leads the transformation of CRM from a generic, campaign-led function into a strategic, lifecycle-driven growth channel.At loveholidays, Marina has led large-scale CRM transformation across strategy, technology, experimentation, and lifecycle journeys, partnering closely with product and engineering teams to enable more meaningful personalization. Her work has helped connect CRM more closely to measurable business outcomes across conversion, retention, sessions, and bookings.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.Episode Resources:Marina Vogt on LinkedInLove Holidays Website

Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper chat with Ingrid Sierra, Brand & Marketing Director at Zego and a global marketing leader with more than 20 years of experience across fintech, insurtech, loyalty, telecom, and retail. Together, they explore what happens when marketing moves beyond rapid AI experimentation and starts thinking more intentionally about where the technology can create meaningful impact.Ingrid explains why the first wave of AI adoption was about giving teams permission to experiment, build fluency, and get comfortable with new tools. But once everyone starts using AI, experimentation alone is no longer enough. The next step is identifying the biggest problems within the marketing function, building around those pain points, and measuring whether the resulting solutions actually deliver value. Her guiding principle is simple: just because something can be done with AI doesn't mean it should be.This conversation also looks at how AI is changing the way marketing teams work. Ingrid discusses how tools such as AI agents, MCP, and connected systems can remove traditional handoffs and give marketers the ability to execute tasks that previously required other teams. At the same time, she argues that strong subject-matter expertise is becoming even more valuable because marketers need enough judgment to assess, improve, and guide AI-generated work.Toby, Jasper, and Ingrid also explore what this means for hiring and developing marketing talent. Curiosity, continuous learning, and adaptability are becoming critical qualities in a profession where the tools and channels keep changing. Yet Ingrid argues that the customer remains the constant. The episode offers a practical look at the changing role of AI in marketing and what leaders need to rethink as AI becomes less of an experiment and more of an everyday part of the team.What You’ll Learn:How marketing teams can move from rapid AI adoption to more intentional implementationWhy marketers should first identify their biggest problems before choosing AI solutionsHow to evaluate whether an AI initiative is actually creating business valueWhy “because we can” is not always a good enough reason to use AIHow AI agents and connected tools are changing traditional marketing workflowsWhy deep subject-matter expertise becomes more valuable when working with AIThe role of curiosity, mindset, and continuous learning in modern marketing careersHow marketing teams and roles may evolve as AI takes on more executionWhy strong customer relationships remain essential even as marketing technology changesIngrid Sierra is Brand & Marketing Director at Zego, focused on shaping the future of insurance marketing through AI and real-time technology.A French-British marketing leader with 20+ years of experience, she has held senior roles across fintech, insurtech, telecom, loyalty technology, and retail, building global teams and leading product marketing, brand, digital, customer experience, and go-to-market strategies.She has been recognised among the Top 30 Most Influential Fintech Marketers in 2026 and Top 100 UK Marketing Influencers in 2025, and is a mentor and advisor to the next generation of marketing talent.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.Episode Highlights and YouTube Chapters:00:00:00 Intro00:06:02 Why Insurance Is So Difficult To Market00:09:58 Moving From Rapid AI Adoption To Intentional AI Adoption00:14:36 How AI Is Blurring The Lines Between Marketing And Engineering00:18:54 Why AI Makes Marketing Expertise More Valuable00:22:30 What Makes A Great Marketer In The AI Era 00:25:22 Career Challenges, AI and Plans For 2027Episode Resources:Ingrid Sierra on LinkedInZego Website

Analyze your brand messaging for free at www.jacquard.comIn this episode of The Array by Jacquard, Toby and Jasper sit down with Kacy Roseberry, Senior Vice President of Marketing at Hornblower Group, to explore what it takes to connect brand, customer experience, technology, and commercial strategy in an increasingly AI-driven world.Drawing on more than two decades of experience across hospitality, travel, and global brand leadership, Kacy explains why the strongest marketing organizations start with a clear understanding of the business, the customer, and the opportunity rather than jumping straight into technology. For Kacy, AI is most valuable when it strengthens an existing growth strategy and helps organizations make better decisions, move faster, and create more connected customer experiences.This conversation explores how marketing leaders can bridge the gap between brand strategy and business performance, using customer insight, data, digital commerce, lifecycle marketing, and personalization to drive measurable growth. Toby, Jasper, and Kacy also discuss the evolving role of the CMO, the importance of aligning teams around a shared commercial vision, and why successful transformation requires more than new technology. This episode offers a practical perspective for marketing and commercial leaders looking to use AI and digital transformation to build stronger brands, improve customer experiences, and create sustainable enterprise growth.What You’ll Learn:Why AI should support a clear business and growth strategy rather than become a strategy itselfHow CMOs can connect brand building with measurable commercial performanceThe role of customer insight in identifying new growth opportunitiesHow AI, data, and MarTech can transform customer experiences and digital commerceWhy personalization and lifecycle marketing are becoming critical commercial capabilitiesHow global brands can balance consistency with customer and market relevanceWhat it takes to lead enterprise transformation across complex, matrixed organizationsHow marketing leaders can build stronger partnerships across commercial and business functionsWhy human judgment remains essential as AI becomes more deeply embedded in marketingKacy Roseberry is Senior Vice President of Marketing at Hornblower Group, where she leads brand, growth, customer experience, digital transformation, and commercial strategy. With more than 20 years of experience, she has helped shape some of the world's most recognized hospitality brands and destinations, including Holiday Inn, InterContinental, Kimpton, the Statue of Liberty, Ellis Island, Angel Island, and Alcatraz.At Hornblower Group, Kacy has spearheaded digital and AI transformation across customer-facing channels serving more than 20 million passengers annually, while leading a cross-functional team of more than 100 professionals. Her leadership focuses on turning complex business challenges into clear growth strategies and building the capabilities required to execute them at scale.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.Episode Highlights and YouTube Chapters:[00:00:00] Intro[00:07:48] How Discovery Shapes Brand Love[00:10:19] Connecting Brand Strategy To Measurable Growth[00:15:33] Why AI Personalization Still Needs Human Oversight[00:20:52] The Challenge Of Personalizing Content At Scale[00:24:06] How AEO Is Changing Brand Discovery[00:33:32] What Agentic Commerce Could Mean For Marketers[00:37:54] Why Human Experiences Still Matter Most Episode Resources:Kacy Roseberry on LinkedInHornblower Group Website

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Victoria B. Lozano, former Chief Marketing Officer at Crayola, to explore what it really takes to turn marketing from a campaign function into a driver of enterprise-wide growth.Drawing on extensive leadership experience across Crayola, Cadbury, and The Clorox Company, Victoria explains why marketers should start with business strategy and a clear growth thesis before investing in AI. Rather than treating AI as a standalone strategy, she argues that technology should be used to solve specific business challenges, accelerate growth, and improve the way organizations operate.Toby, Jasper, and Victoria also examine how AI can shorten the distance between customer signals and strategic action. By synthesizing social listening, customer feedback, and market data, AI can help marketers identify emerging needs and opportunities faster but human judgment remains essential for determining what those signals actually mean and where the business should go next.This episode offers a practical guide for CMOs and marketing leaders looking to move beyond campaign execution and use AI as an enabler of meaningful commercial growth.What You’ll Learn:How to develop a growth thesis before deciding where and how to deploy AIHow AI can accelerate the journey from customer signals to actionable strategic insightsThe brand governance framework for balancing global consistency with local market relevanceHow to use AI to make brand knowledge more accessible while protecting essential brand elementsWhy local teams need freedom to customize, test, and respond to market-specific opportunitiesHow marketing leaders can build stronger partnerships across sales, finance, operations, and other functionsWhy human judgment and business clarity remain critical as AI takes on more marketing tasksHow aspiring CMOs can prepare for an AI-driven future by identifying what is preventing their organization from capturing growthVictoria B. Lozano is a former Chief Marketing Officer and EVP at Crayola, where she led global brand, marketing, education, partnerships, digital content, and experiential businesses while overseeing new growth platforms with full P&L responsibility.A Forbes 50 Entrepreneurial CMO and Fast Company CMO of the Year, Victoria has built brands and businesses across CPG, experiential, retail, media, and entertainment. Her career includes leadership roles at iconic companies including Crayola, Cadbury, and The Clorox Company, as well as experience building new ventures from the ground up.At Crayola, Victoria helped reposition the company from a traditional arts-and-crafts brand into a broader platform centered on creativity, learning, and experiences. She drove new go-to-market models and revenue streams while modernizing capabilities, strengthening teams, and aligning cross-functional organizations around long-term growth.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.Episode Highlights and YouTube Chapters:00:00:00 Intro00:02:18 What Marketing Data Reveals About Colour And Engagement00:10:07 How Brand Strategy Can Unlock New Growth00:13:19 What Separates AI Transformation From AI Adoption00:16:11 Where Companies Should Start With AI00:18:12 Using AI To Balance Global Consistency And Local Relevance00:22:02 How AI Can Shorten The Distance From Signal To Strategy Episode Resources:Victoria B. Lozano on LinkedInCrayola  Website

Analyze your brand messaging for free at ⁠www.jacquard.com⁠In this episode of The Array by Jacquard, Toby and Jasper sit down with Nic Brandenberger, Chief Marketing Officer at Mammut Sports Group, to explore why the future of marketing depends on understanding people, rather than focusing entirely on data collection.Drawing on more than two decades of experience leading marketing at organizations including Procter & Gamble, eBay, Fandom, and Mammut, Nic explains why technology should amplify human creativity rather than replace it. This conversation explores why marketers must avoid assuming they are their own customers, how curiosity and experimentation uncover insights that dashboards alone cannot, and why asking "why" repeatedly often reveals opportunities hidden beneath surface-level metrics. Toby, Jasper, and Nic also discuss the evolution of lifecycle marketing from transactional campaigns to long-term relationship building. From repair services and customer care to loyalty and product longevity, they examine how brands can create meaningful experiences that extend well beyond the initial purchase.This episode offers a practical playbook for marketers looking to balance data with empathy, innovation with heritage, and AI with the uniquely human skills that continue to define exceptional marketing.What You’ll Learn:Why understanding human behavior matters more than collecting more marketing dataHow to avoid the common mistake of assuming you are your own customerWhy asking "why" repeatedly leads to stronger consumer insights than simply reporting metricsHow experimentation creates competitive advantage in modern marketing organizationsThe framework for turning lifecycle marketing into long-term relationship marketingHow repair services, product longevity, and customer care strengthen long-term brand loyaltyThe role AI should play in eliminating administrative work while preserving human creativityWhy emotional insight and commercial execution are most powerful when they work togetherHow marketers can balance short-term performance with long-term brand buildingNic Brandenberger is Chief Marketing Officer at Mammut Sports Group, where he leads global brand and business growth for one of the world's most respected outdoor brands. With more than 20 years of experience, Nic has held senior marketing leadership roles at Procter & Gamble, eBay, Fandom, and DDB, helping organizations build brands, accelerate growth, and drive customer engagement at global scale.Nic’s expertise spans brand strategy, lifecycle marketing, customer experience, experimentation, ecommerce, media optimization, and organizational capability building.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.Episode Resources:Nic Brandenberger on LinkedInMammut Sports Group AG  Website