Wharton Marketing Matters

The people who already love a brand can be more effective than a traditional influencer campaign.

Lindsey Carter, Founder and CEO of SET Active, explains how the activewear brand identifies passionate customers and turns them into authentic advocates through its SET Insider program. She shares why social media should be a place for connection, how product drops can create a sense of belonging, and what marketers can learn from building a community customers want to be part of.

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As consumers spend more of their lives online, brands are finding new value in getting people together in person.

Julie Zukof, Vice President of Brand at Lucky Strike Entertainment, discusses how the company is building demand for screen-free entertainment across Lucky Strike, AMF, and Bolero. She explains how nostalgia can refresh a legacy brand, why bowling competes with everything from bars to streaming, and how Gen Z, families, and league bowlers are shaping the next era of out-of-home experiences.

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Consumers do not only want more energy. Increasingly, they are looking for ways to pause, moderate, and unwind.

Zech Francis, CMO of Recess, explains how the functional beverage brand is positioning calm as a counterweight to caffeine, overstimulation, and high-alcohol drinking occasions. He discusses how Recess makes relaxation feel relatable through everyday moments such as a difficult commute, an overloaded inbox, or the Sunday scaries, rather than relying on clinical language or complicated ingredient claims.

Francis also shares how Recess is building a platform that spans mood-support sparkling water, zero-proof mocktails, powders, and future innovations. He explores the marketing strategy behind turning a niche functional benefit into a broader consumer ritual, the value of getting "cans in hands" through sampling and retail, and the role of AI as a creative thought partner.

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The NFL's most important currency is not a product. It is relevance.

Marissa Solis, SVP of Global Brand and Consumer Marketing at the NFL, explains how the league is reaching new generations of fans while staying connected to its core audience. She discusses the global strategy behind the Bad Bunny halftime show, turning players into human stories through the NFL's Helmets Off initiative, creating content for Gen Z, and introducing American football to fans around the world.

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What does it take to market a product that challenges long-held category expectations?

Conley Downing, CMO of Archer Roose Wines, breaks down the strategy behind building a premium canned wine brand. From consumer trial and experiential marketing to Elizabeth Banks' creative role, retail visibility, moderation trends, and the power of a distinct brand identity, she shares how Archer Roose is making canned wine feel approachable without compromising quality.

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How do restaurant brands create loyalty when every guest wants something different?

Joel Bulger, CMO of WOWorks, the parent company of Saladworks, Garbanzo Mediterranean Fresh, Frutta Bowls, Barberitos, The Simple Greek, and Zoup!, explains how the fast-casual restaurant group markets distinct brands while sharing technology, data, supply chains, and operational resources.

He discusses building stronger customer relationships through customizable menus, nutrition filters, digital ordering, and loyalty programs. Bulger also explores using AI to analyze menu performance and personalize offers, co-branding concepts to reach more occasions, and ambassador programs that turn local customers into advocates.

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Baby technology is changing how parents monitor sleep, health, and well-being. But how can brands provide meaningful information without creating more anxiety?

Krista Weaver, Vice President and Head of Marketing at Owlet Baby Care, joins Barbara Kahn and Americus Reed to discuss marketing in the fast-growing baby tech category. They explore how Owlet combines FDA-cleared wearable monitoring with parent-first product design, actionable sleep insights, and ongoing customer feedback.

The conversation also examines the power of parent communities and word of mouth, social listening as a driver of product innovation, responsible uses of AI in health-adjacent marketing, and how a brand can grow alongside the families it serves.

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How did AG1 turn podcast advertising into a powerful engine for trust and growth?

Paulie Dery, Chief Marketing Officer at AG1, explains why the company invested early in podcast advertising and built long-term relationships with hosts who genuinely use the product. He discusses how AG1 measures both brand impact and conversions, why authenticity is essential to host-read advertising, and how the company protects its premium positioning.

Dery also shares the strategy behind the transition from Athletic Greens to AG1, lessons from his time at YETI, AG1’s expansion into Costco and Target, and how strong brands avoid becoming commodities.

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How do you market healthcare in a way that builds trust?

Kate Metzinger, Vice President of Marketing and Physician Outreach at Piedmont Healthcare, discusses her transition from consumer packaged goods to healthcare, why authentic storytelling is more effective than statistics, how marketing can drive growth in a mission-driven organization, and how AI is helping improve both the patient and provider experience.

She also shares lessons on measuring marketing effectiveness, leading organizational change, and applying timeless marketing principles in one of the most trust-driven industries.

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Most brands compete against other brands. Liquid Death competes against entertainment.

Greg Fass, Vice President of Marketing at Liquid Death, joins Barbara Kahn and Americus Reed to explain how the company builds campaigns designed to “win the internet.” From hiring comedians and creators instead of traditional marketers to developing ideas in a writer’s room environment, Greg shares the unconventional approach behind one of the most talked-about brands in marketing.

They discuss why most people distrust marketing, how humor drives sharing, what brands can learn from entertainment, and the creative process behind some of Liquid Death’s most successful campaigns.

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Can a simple idea create an entirely new product category?

Mike Kurtz, Founder of Mike’s Hot Honey, shares the story behind transforming a homemade honey and chili pepper infusion into one of the most recognizable brands in the condiment aisle. Inspired by a memorable pizza experience in Brazil, Kurtz spent years refining his recipe before introducing the product through New York City’s pizza community. He discusses the power of word-of-mouth marketing, building an authentic brand, fostering customer advocacy, and scaling a business while staying connected to its roots. The conversation explores category creation, strategic partnerships, product innovation, and why community remains one of the strongest competitive advantages a brand can have.

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Rosalie Kennedy, Senior Director of Marketing at Athletic Brewing, discusses how the company helped transform non alcoholic beer from a niche category into a mainstream lifestyle brand. Rosalie shares how Athletic Brewing built cultural relevance around wellness, taste, and social connection, why authenticity matters in a crowded beverage market, and how changing consumer behavior is reshaping the future of beer. The conversation also explores category growth, brand positioning, distribution strategy, and how Athletic Brewing is thinking about younger consumers and evolving drinking habits.

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Chad Stubbs, Chief Marketing Officer of Ferrero North America, joins Barbara and Americus to discuss how large-scale campaigns, cultural relevance, and innovative marketing strategies—from Super Bowl ads to viral brand moments—are used to build iconic brands and drive consumer engagement.

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Joshua Spanier, Vice President of AI and Marketing Strategy at Google, joins Barbara & Americus to discuss how artificial intelligence is transforming marketing from efficiency-driven automation to creative empowerment, redefining customer value, and enabling more personalized, “quest”-based consumer experiences.

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Rosa Rita, Global Chief Marketing Officer at JP Morgan Asset & Wealth Management, explains how data-driven insights and AI-powered personalization are transforming marketing from a reactive function into a proactive, client-centric driver of engagement in asset and wealth management.

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Dan Cataldi, Founder of Groov, joins Barbara and Americus to explain how the company uses iPhone-based 3D scanning to create custom inserts, why proprietary data and speed matter for defensibility, and how brand identity and packaging help build long-term advantage.

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Marcelo Kertesz, Chief Marketing Officer of Manscaped, explains how the brand leveraged humor, premium design, omnichannel distribution, and a breakout Super Bowl campaign to challenge legacy competitors and redefine modern masculinity in the global grooming market.

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Beverly Jackson, Vice President of Brand and Product Marketing at Zillow, joins Barbara & Americus to explain how the company’s two-sided marketplace, consumer-first philosophy, and campaigns like “Someday Starts Today” leverage data, AI-driven tools, and brand storytelling to reduce uncertainty, build trust, and modernize the home buying and renting experience.

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Kristine Segrist, Global Head of Consumer and Product Marketing at Canva, joins Barbara and Americus to explain how the company empowers millions to bring ideas to life through accessible design tools, human-centered AI, and a mission-driven approach to creativity at scale.

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Jeanine Poggi, Editor-in-Chief of Advertising Age, joins Barbara & Americus to discuss the evolution of high-stakes advertising, exploring the rise of AI-generated creative and the surprising emergence of healthcare and pharmaceutical brands during the year’s biggest televised event.

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