The CMO of Opendoor discusses pivoting into the brand side of the industry, leveraging innovation to build stronger brands, and shares how today’s agencies can be more effective partners.

The internationally renowned dermatologist, whose research set the industry standard for skincare practices, discusses the Baumann Skin Typing System and how she juggles being both a doctor and a marketer

The Senior Vice President of Global Marketing Opens Up About His Professional Shift from Engineering to Marketing and Shares the Rewarding Challenges of Marketing a Disruptive Product Line

“There wasn’t an event where marketers and brands could come together, and many marketers told me they didn’t feel comfortable at other events like those designed solely for brands or ad agencies. So, we decided to start one where everyone would feel at home.”

“OOH is having this emerging moment and is growing phenomenally because people are really craving things that are real.”

“There's legitimacy to that traditional method of working, but if you want to be culturally relevant, you must move at the speed of culture.”

“There’s also an important perspective that comes from being on the ground and interacting with people on a daily basis. I realized that even when you have the data, anecdotal is not a bad word when the intuition driving it is based on experience.”

“Customers, too, are aware of brand values and ethical considerations. When messages are displayed in brand-safe environments, consumers are more likely to trust the brand, and such trust is essential for building long-term relationships with consumers.”

“I hope and believe that in the coming year, positive advertising that drives stories will emerge because there is a great hunger for something not divisive.”

“As a brand manager, if you find a creator that aligns with who your brand is or who you want it to be, I think the next step is giving them your product and letting them use it for a few months instead of just handing them a check and jumping into a relationship. Let them become a fan.”

“At some point, I became obsessed with the idea that every new form of media that was coming out was about putting the end user in control of the information flow rather than the distributors and creators of information. It was quickly becoming clear that when people are empowered, they choose not to interact with advertising in its intrusive and interruptive forms.”

“Mental health issues, stress, and turnover are costing businesses trillions of dollars.”

“We still have this built-in fatphobia in our society and negative attitudes around bigger people that keep getting perpetuated. I want to help companies fight this not just in their marketing to customers but also internally by creating a company culture where employees of all sizes feel welcome.”

“One thing is crystal clear – it is time for Programmatic 3.0. The future of programmatic marketing is a system that reaches real humans at reasonable prices for better results. And how will brands know this? Because, above all, it will be completely transparent.”

“When we dug a little deeper, we learned that the majority of consumers had a universal hate affair with the current offerings, which meant that this category was ready to be disrupted.”

Being part of an organization that is disrupting and changing industries is very exciting. I know this may sound like an old cliché, but I feel like I’m doing something in my career with great purpose, and this is a real motivator for me.

Our brand is very much rooted in the idea of creating a North American version of the global game. It’s about celebrating the things that make MLS different than other sports in this country and also different than international soccer. We’re remixing it and making our own version, but it’s really a fan-led movement.

“It’s about balance and diversifying your audiences — so even within one company—get as many different types of funnel experiences as possible, then there is nothing you can’t tackle as long as you understand the customer.”

“Some of the most active audiences are young women, and there is data showing that investment in sport is good business.”

This journey showed the importance of leveraging data and combining it with consumer insights and thinking – you win when you add value to the consumer.