Hidden Layers

Special Edition Ep. 4: World Mental Health Day

October 10, 2022 16:00 - 58 minutes - 52.6 MB

October 10 is World Mental Health Day, a day designed to raise awareness and influence change. Tune in as Cognitiv co-hosts Justine Frostad, VP of Marketing, and Jason Pellegrino, Director of Human Resources, and guest Alejandra Olivella, Head of People at MikMak, have a vulnerable and honest conversation around the global mental health crisis and the influence we all hold to drive change. Follow Cognitiv: https://www.linkedin.com/company/cognitiv https://twitter.com/TeamCognitiv Foll...

Special Edition Ep. 3: Celebrating Pride

June 30, 2022 14:30 - 1 hour - 59.1 MB

On this edition of Hidden Layers, we’re celebrating Pride Month by focusing on LGBTQ+ representation in advertising and the associated impact on individuals and society. Tune in as Cognitiv co-hosts Justine Frostad, VP of Marketing, and Meredith Tehan, SVP of Sales, connect with guests Kevin Fields, Global Product Marketing Team Lead at Google, and Elijah Harris, EVP Global Digital Partnerships and Media Responsibility at MAGNA, to spark curiosity and further critical thinking around how we c...

John Lods, Arm Candy

May 03, 2022 20:30 - 35 minutes - 31.8 MB

For this episode of Hidden Layers, I connected with John Lods, Chief Executive Officer and Founder of Arm Candy. Having recognized the opportunity for marketers to break away from the traditional marketing mindset of focusing mainly on audiences, thus limiting opportunities to optimize, John founded Arm Candy with the goal of helping companies shift to outcomes-based viewpoints. During our conversation, we dive deeper into why this shift is imperative for campaigns to scale, our assumptions f...

Special Edition Ep. 2: Women in Tech

April 12, 2022 20:00 - 57 minutes - 51.3 MB

Hidden Layers is back with another special edition of the podcast! I’ve passed the mic once again to my colleagues Justine Frostad, VP of Marketing, joined this time by co-host Jana Jakovljevic, VP of Client Success, to further the conversation on prioritizing, as well as promoting equality and inclusivity in the workplace. They are joined by guests Vanessa A. Vining, Chief Diversity Officer at VaynerX and Rachel Barsuk McGirr, SVP, Group Partner, Integrated Investment at UM Worldwide, for th...

Special Edition Ep. 1: International Women's Day 2022

March 08, 2022 19:30 - 56 minutes - 51 MB

In celebration of International Women’s Day and Women’s History Month, I’ve passed the mic to my colleagues Justine Frostad, VP of Marketing, and Meredith Tehan, Senior VP of Sales, to have conversations with talented, impactful women in marketing and tech. They are joined by guests Joanna Marrollo, Head of Media & Director of Digital Marketing (North America) at Henkel and Yessenia Morales, Integrated Marketing Lead at Samsung Electronics America, for this special edition of the podcast!

Special Edition: International Women's Day 2022 (Ep. 1)

March 08, 2022 19:30 - 56 minutes - 51 MB

In celebration of International Women’s Day and Women’s History Month, I’ve passed the mic to my colleagues Justine Frostad, VP of Marketing, and Meredith Tehan, Senior VP of Sales, to have conversations with talented, impactful women in marketing and tech. They are joined by guests Joanna Marrollo, Head of Media & Director of Digital Marketing (North America) at Henkel and Yessenia Morales, Integrated Marketing Lead at Samsung Electronics America, for this special edition of the podcast!

Peter DeLuca, T-Mobile

February 23, 2022 12:00 - 29 minutes - 25.9 MB

On the latest episode of Hidden Layers, I sat down with Peter DeLuca, Chief Creative Officer (CCO) and Senior Vice President at T-Mobile. In his role, Peter leads the brand, creative and media teams, responsible for bringing the “Uncarrier” brand to life through marketing, across all consumer touch points. During our conversation, we discussed the transformation of the T-Mobile brand and how they leverage their marketing efforts to stand out in a highly competitive marketplace. Check out the ...

Jim Jackson, Hewlett Packard Enterprise (HPE)

February 09, 2022 13:00 - 30 minutes - 27.2 MB

My latest guest on Hidden Layers is Jim Jackson, Chief Marketing Officer for Hewlett Packard Enterprise (HPE). As CMO, Jim oversees all aspects of marketing for HPE, with an emphasis of building a digital-first marketing organization and establishing the brand as the ‘edge-to-cloud’ platform as a service company. Most people are familiar with computer company HP, Inc., but HPE is a relatively new brand for Hewlett Packard as the companies split in the two organizations in 2015 in order to b...

Jon Bellamy, Huuuge Games

January 18, 2022 14:00 - 26 minutes - 23.4 MB

Welcome back to another year of The Hidden Layers podcast! I was thrilled to have gaming industry M&A veteran and EVP of Strategy Investment at Huuuge Games, Jon Bellamy, join me for our first episode of 2022. After one quick glance at your phone’s app store, it’s pretty apparent that the free-to-play gaming landscape is crowded. So how does a successful company like Huuuge set themselves apart from all the noise year after year? In this episode, we’re discussing exactly how they’ve done it, ...

Burke Morley, Purple Mattresses

November 17, 2021 20:30 - 34 minutes - 31 MB

On the latest edition of Hidden Layers, I sat down with Burke Morley to talk about his work with Purple, the comfort technology company, and how he applies his industry expertise to his role as the company’s VP of Brand and Executive Creative Director. Purple is probably best known for its mattresses, but in its five years, it has managed to revolutionize the sleep and comfort experience while bringing true innovation to the industry. I spoke with Morley about how the brand has been able to ...

Andrea Collins, Hippo Insurance

October 19, 2021 19:00 - 29 minutes - 26.5 MB

Lately, when talking to friends, the topic of insurance has come up a lot. Whether it’s the rising number of catastrophic events, from floods to wildfires to tornadoes, or simply an increased awareness of the need to be prepared in case of any emergencies, a lot of people I know are focusing more time and effort on finding the right insurance providers. So, for the latest edition of Hidden Layers, I sat down with Andrea Collins, VP of Marketing at Hippo Insurance, to learn more about the insu...

Josee Larocque, Burton

October 06, 2021 14:30 - 27 minutes - 24.3 MB

Summer may have just ended, but I am already looking forward to snowy winter days. My latest guest on Hidden Layers, Josee Larocque, knows all about that feeling, having worked at Burton Snowboards for 22 years. Formerly Burton’s Senior Vice President of Operations, Larocque currently oversees the company’s digital transformation on its journey to becoming a consumer-centric, digital-first retailer. I sat down with Josee to talk about why Burton decided to make the transition from a whol...

Justin DeGeorge, Nespresso USA

September 21, 2021 13:30 - 30 minutes - 27.1 MB

In the United States, Nespresso is usually associated with high-quality coffee - not to mention those George Clooney ads. This week on Hidden Layers, I sat down with Justin DeGeorge, the Vice President of Marketing at Nespresso USA, to talk about how the company achieves its mission of providing the best coffee experiences to consumers in a sustainable way, as well as what Nespresso’s experiences over the past year have been like. As a largely D2C brand, Nespresso was well-equipped once ...

Andrea Brimmer, Ally

July 28, 2021 15:00 - 27 minutes - 24.5 MB

On the latest episode of Hidden Layers, I sat down with Andrea Brimmer, the Chief Marketing and Public Relations Officer of Ally Financial, to talk about how a bank that started in the worst days of the financial crisis would eventually become one of the largest financial institutions in the country, despite not having a single brick-and-mortar branch. The biggest struggle for any new company, let alone a financial services company, is acquiring customers. I spoke with Andrea about how A...

Hayley Raymond, HelloFresh

July 06, 2021 20:30 - 25 minutes - 22.9 MB

Since the company’s launch in 2011, HelloFresh has carved out a name for itself in the meal kit industry, offering its devoted user base fresh, delicious, and easy-to-make recipes shipped straight to their door. For the latest episode of Hidden Layers, I sat down with HelloFresh’s associate director of brand and creative marketing, Hayley Raymond, to talk about the role that the company and its products serve in the marketplace, the secret to HelloFresh’s lasting popularity, and what to expec...

Peter Scherr, Vroom

June 23, 2021 12:00 - 23 minutes - 20.8 MB

What does buying a used car look like in the digital age? For Peter Scherr, CMO of Vroom, the answer lies not with the traditional dealership experience, but with a purchasing journey that takes place entirely online. On the latest edition of Hidden Layers, I sit down with Peter to discuss how his company has been able to take something nearly universally loathed - the car buying experience - and reinvent it to provide transparency, assurance and convenience to the consumer. We also talk...

Monica Belsito, LOLA

June 01, 2021 11:30 - 30 minutes - 26.6 MB

On the latest edition of Hidden Layers, I sat down with Monica Belsito, the CMO of LOLA, one of the most dynamic and exciting CPG brands on the market today. LOLA got its start in 2015 as a subscription service for tampons made with 100% organic cotton; since then, it has become a leader in the reproductive health space as well as a regular presence in brick-and-mortar stores. I spoke with Monica about the company’s journey from monthly subscription service to lifestyle brand dispensing eve...

Luis Freitas, Moet Hennessy

April 20, 2021 16:00 - 34 minutes - 30.7 MB

As a longtime super fan of Ardbeg whiskey, I was especially thrilled to sit down with Luis Freitas, the director of omnichannel and CRM at Moet Hennessy, for the latest edition of Hidden Layers. Moet Hennessy is home to many iconic brands, and I was excited to discuss the unique marketing challenges that the alcohol and spirits industry faces, as well as the innovative solutions the company has found to address those challenges. Because spirits companies are generally not allowed to sell dir...

Karen Rogers-Robinson, Truist

February 17, 2021 05:00 - 27 minutes - 24.2 MB

What happens when two of the oldest, most established legacy banks in the country merge their operations? After all, technologically speaking, even the most sophisticated companies often struggle when implementing another business’s tech stack into their organizations. I spoke with Karen Rogers-Robinson, Assistant Vice President and Digital Marketing Automation Platform Specialist for Truist Bank, about how Truist - the result of a merger between SunTrust and BB&T banks - has been able to mak...

Allison Schiff, AdExchanger

January 26, 2021 11:00 - 34 minutes - 30.7 MB

If you have even a passing interest in ad tech or developments in the digital world, it is highly likely that at some point, you will have come across Allison Schiff’s work. As a senior editor for AdExchanger, Schiff covers mobile, Facebook, privacy, measurement, cross-device, and the app economy - all huge topics that have a profound impact on our daily lives. Many in our industry look to Schiff for her clear-eyed assessments of the latest news and trends, so it was truly a pleasure to sit d...

Alex Kubo, Burrow

January 12, 2021 11:00 - 35 minutes - 31.1 MB

For the most recent installment of Hidden Layers, I sat down for an enlightening discussion with Alex Kubo, the VP of E-Commerce and Digital Marketing for Burrow. Burrow is the furniture company that makes a couch that was named one of the top inventions of 2018 by Time magazine, and continues to make waves for its stylish designs and innovative supply chain capabilities. Over the course of the episode, we talk about how Burrow has been able to bring convenience to the luxury furniture indu...

Elizabeth Bennett, Kraft Heinz

December 11, 2020 05:00 - 25 minutes - 22.5 MB

On the latest episode of Hidden Layers, I was joined by Elizabeth Bennett, the VP of Global eCommerce for CPG giant Kraft Heinz. Prior to joining the company, Bennett spent 15 years at Amazon, where she focused on ecommerce growth and innovation so her perspective on how to sell CPG online was enlightening. The CPG space has been under particular scrutiny this pandemic, as brands and retailers have worked to reduce gaps in the supply chain and make it easier for consumers to do their grocery...

Grant Farhall, Getty Images

December 01, 2020 19:00 - 27 minutes - 23.9 MB

This week’s guest on Hidden Layers is Grant Farhall, the Chief Product Officer for Getty Images. As Chief Product Officer, Grant is responsible for developing Getty’s product strategy and vision, and he also oversees the company’s e-commerce platform, websites, user experiences, customer research along with the SEO strategy. Essentially, he does it all - and he somehow also finds time to do the play-by-play for the Calgary Roughnecks, the city’s official lacrosse team. We spoke about how Ge...

Huy Tran, adidas

November 19, 2020 14:00 - 22 minutes - 19.4 MB

This week on Hidden Layers, I spoke with Huy Tran, Manager of Digital Planning for adidas, about data-driven marketing and the impact data has on the holistic media mix. Tran works closely with adidas’ wholesale partners to gather valuable insights on customers’ purchase behaviors, using deterministic data to inform messaging and ensure all branded content advertised through programmatic media and performance marketing channels remains consistent, innovative and brand-safe. In this episode, ...

Huy Tran, Adidas

November 19, 2020 14:00 - 22 minutes - 19.4 MB

This week on Hidden Layers, I spoke with Huy Tran, Manager of Digital Planning for adidas, about data-driven marketing and the impact data has on the holistic media mix. Tran works closely with adidas’ wholesale partners to gather valuable insights on customers’ purchase behaviors, using deterministic data to inform messaging and ensure all branded content advertised through programmatic media and performance marketing channels remains consistent, innovative and brand-safe. In this episode, ...

Deepak Jose, Mars Inc.

October 21, 2020 13:00 - 25 minutes - 22 MB

This week on Hidden Layers, I was joined by Deepak Jose, the Digital Business Strategy and Advanced Analytics Head for Mars, to discuss how the storied CPG company is using machine learning and data analytics to transform the company internally and better reach consumers. We dive into how Jose and the rest of the Mars’ analytics team are able to use artificial intelligence to solve business problems quickly and efficiently, as well as the various types of data needed to ensure top performance...

Cory Berger, Grey Group Worldwide

October 07, 2020 13:00 - 24 minutes - 21.8 MB

This week on Hidden Layers, I sat down with Cory Berger, Grey Group’s Worldwide Chief Marketing Officer, to discuss the role data and technology play in the creative process and how the coronavirus has changed the way brands approach marketing. Grey Group is the renowned, much-awarded advertising and marketing agency that has offices in 96 countries and counts one-fifth of the Fortune 500 as clientele. Berger and I spoke about how the coronavirus has necessitated a change in approach for man...

Disha Harjani, Shutterstock

August 25, 2020 16:00 - 27 minutes - 24.7 MB

This week on Hidden Layers, Disha Harjani, Shutterstock's Senior Director of Product Partnerships & Growth sits down with Jeremy to discuss how Shutterstock is investing in AI technologies to ensure high quality content is delivered to their users at scale to drive real results. They dive into Shutterstock's API integration with companies like Facebook, that enables content creators to stay within the platform to source imagery and access Shutterstock's advanced technology. Furthermore, we ta...

Alex Kuwada, FanDuel

August 11, 2020 17:30 - 25 minutes - 22.1 MB

This week on Hidden Layers, Alex Kuwada, FanDuel’s Senior Manager of Media and Demand Generation sits down with Jeremy to discuss the changing landscape of digital media, media’s impact on sports betting and how the world of sports booking is currently adapting to attract new customers in the time of COVID-19. FanDuel is the premiere gaming destination in the U.S. for betting across fantasy sports, sportsbook, racing and casino. Jeremy and Kuwanda dive into just how FanDuel was able to pivo...

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