How to unify brand and performance marketing efforts?

Kellyn Smith Kenny

Chief Marketing & Growth Officer · At&T

Cross-functional teamwork

Kellyn Smith Kenny says marketing leaders need to be enabled by cross-functional teamwork, harnessing the collective expertise and wisdom of brilliant minds around them as part of a customer-centric, market-based culture.

The answer starts at 12:09.

Katie Miserany

CCO & Global Head of Marketing · SurveyMonkey

Get close to the growth team

Katie Miserany recommends getting as close as possible to the growth team—looking at what they look at and understanding their strategy—because it gave her a better understanding of the organization's levers.

The answer starts at 34:37.

Aaron Pelander

Chief Brand Officer · Govx

Go broad with memorable assets

Aaron Pelander says brands hitting a performance plateau should stop over targeting and go for broad reach with memorable assets, because narrow retargeting ads don't imprint the brand down the line the way broad assets do.

The answer starts at 33:34.

Laura Jones

Chief Marketing Officer at Instacart · Instacart

Portfolio-level view

Laura Jones says they have been moving toward a portfolio-level view of measurement, using the entire portfolio to hit goals and avoid over-optimizing lower funnel through a last-touch lens.

The answer starts at 6:28.

Single composable platform

Mark Kirkham answers with a single composable platform, saying Infilion connects demand, supply, data, measurement and creative in one to avoid the fragmentation tax paid when stitching separate vendors.

The answer starts at 25:20.

Jordan Slover

Founder · Neon Ambition

Wear both hats

Jordan Slover says small in-house marketing teams might need to wear a lot of hats, sometimes a branding hat and sometimes a performance marketing hat, since people often focus on one side.

Rebecca Darley

Group CMO · Tpg Telecom

Clear brand positioning and joint investment strategy

Rebecca Darley says clear brand positioning and a joint investment strategy are the way, with spend operationalized into a full-year view and reviewed monthly with finance and product teams so brands complement rather than cannibalize.

Rachel Thornton

CMO, Enterprise · Adobe

Define brand promise and scale with AI

Rachel Thornton says brands must define their brand promise and scale it effectively using AI, and do the work to ensure that promise resonates and stays consistent.