Taylor Swift isn’t just breaking records—she’s redefining what it means to market in the digital age. In this episode, Cassie and Ally unpack the marketing brilliance behind Taylor’s Eras Tour and beyond, exploring how she uses storytelling, connection, and innovation to keep her audience engaged. From live Easter eggs to building anticipation through mystery and intrigue, we break down the strategies Swift uses to create loyalty, spark excitement, and make every launch feel like an event. Whether you’re a podcaster, creator, or brand, this conversation will give you actionable ways to infuse your marketing with the same magic that keeps Taylor fans coming back for more.

Key Takeaways:

// Drive connection with your audience through storytelling in unique channels.

// Tease content live with your audience to build mystery and intrigue through emerging media types.

// The importance of giving every campaign or product launch its own unique spin.

// How to engage your audience continually, even when you’re not in the middle of a “big launch.”

// Lessons from The Life of a Showgirl and how podcasting can serve as a hero content engine.

// Strategies for blending personal brand and professional brand to connect more deeply with your audience.

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Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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What does it take to thrive in today’s creator economy? Kahlea Wade, CEO and Founder of Alora Society, an award-winning influencer talent agency, joins me to break down what’s working (and not working) in influencer marketing in 2025. With experience leading campaigns for brands like Meta, Nike, Amazon Prime, and Skims, Kahlea shares how brands can write better briefs, why LinkedIn is becoming a powerful platform for creators, and the mindset shifts every entrepreneur needs to build confidence and resilience. Whether you’re a brand marketer, a creator, or a solopreneur, this conversation will help you better understand how to create partnerships that actually work.

Key Takeaways:

// The biggest mistakes brands still make when working with creators in 2025—and how to avoid them.

// What every strong brand brief should include (and what to leave out).

// How to use LinkedIn to build authority and expand your network as a creator or professional.

// Why confidence and persistence matter when facing rejection—and how to keep showing up.

// Tips for building a personal brand that positions you for opportunities in and outside of social media.

// What makes a brand activation or live event worth the investment for both creators and brands.

Connect with Kahlea: Instagram | Alora on Instagram

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Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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In this episode of Marketing Happy Hour, we’re joined by Bette Ann Fialkov, Fractional Head of Influencer Marketing and Professor at Parsons, who has led influencer and celebrity partnership strategies for powerhouse brands including Google, Lyft, and Hims & Hers. With nearly 15 years of experience, Bette Ann shares the playbook for building and scaling influencer programs, the lessons she’s learned moving between brand and consultancy roles, and the secret to creating partnerships that put brands at the center of culture. Whether you’re just getting started with influencer marketing or looking to elevate your program to the next level, this episode is packed with insights you can apply right away.

Key Takeaways:

• // What it really takes to scale an influencer program from test-and-learn to fully operational.

• // How major brands like Google and Lyft leveraged influencers and celebrities to tell cultural stories.

• // The biggest lessons Bette Ann has learned from moving between in-house brand roles and consultancy work.

• // Where influencer marketing is headed next — and the shifts brands need to prepare for.

• // The surprising questions her students at Parsons are asking about the future of partnerships.

  Connect with Bette Ann: LinkedIn

  ____

  Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

  Join our FREE Open Jobs group on LinkedIn: ⁠Join now⁠

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This week on Marketing Happy Hour, we’re joined by Jessy Grossman, Founder of Women in Influencer Marketing (WIIM). From building one of the fastest-growing influencer talent agencies in under two years to creating a global community that empowers women in the influencer marketing space, Jessy has been at the forefront of industry innovation. In this conversation, she shares her career journey, the inspiration behind WIIM, and her perspective on the challenges women face in business today. You’ll also hear her take on where influencer marketing is headed in the next 3–5 years — and why community-driven spaces like WIIM are more important than ever.

Key Takeaways:

// How Jessy built one of the fastest-growing influencer talent agencies in under two years.

// The biggest challenges women face in influencer marketing — and strategies to overcome them.

// What it takes to keep a professional community valuable and relevant in a fast-changing industry.

// Predictions for where influencer marketing is heading in the next 3–5 years.

// A reminder of why connection and community are critical for long-term career success.

Connect with Jessy: Instagram | LinkedIn

____

Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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In this final episode of our POSSIBLE series, we sit down with David Pangilinan, Senior Manager of Audience Impact and Intelligence at Paramount Advertising, to explore how brands can win big by leveraging tentpole moments. From live events and major film releases to cultural shifts that dominate the headlines, Paramount has perfected the art of turning high-profile moments into powerful opportunities for advertisers. David breaks down common mistakes brands make, strategies for staying authentic, and the four pillars for success he shared at POSSIBLE—our favorite presentation of the entire conference. If you want actionable insights on how to turn cultural relevance into measurable ROI, this conversation is one you won’t want to miss.

Key Takeaways:

// What tentpole marketing really means today—and how the definition is evolving in an always-on, digital-first landscape.

// How to authentically connect with audiences during cultural and industry moments without forcing the brand fit.

// The four proven strategies for tentpole success that Paramount uses to deliver impact at scale.

// Mistakes brands should avoid when trying to insert themselves into cultural conversations.

// How to measure ROI when investing in tentpole-related campaigns.

// Where audience expectations are heading in 2025 and beyond, and what marketers need to pay attention to now.

Connect with David: LinkedIn

____

Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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Ally and I sit down with Ilana Gelfand, Senior Manager, Global Social Strategy at Disney Consumer Products. With 12+ years of experience in marketing and social media, Ilana has led creative content and brand strategy for some of the world’s most popular brands, including Disney and Loungefly. We discuss Ilana’s illustrious career in selling a lifestyle over a product and how the organic positioning of that lifestyle is the unlock to greater audience connection. We walk through how to drive authenticity within your brand’s consumers through nostalgia, self-expression and niche fandoms.

Key Takeaways:

// To sell a lifestyle instead of a product - identify your target audience, learn how they want to be seen and align your messaging to how they want to be spoken to.

// Build nostalgia for your brand by referencing the past and finding fresh ways to incorporate it in the present.

// When choosing influencers for a campaign, consider lookalike influencers that may have various crossover interests that align with the campaign look and feel.

// Brands are currently underutilizing Pinterest - Gen Z is using Pinterest as a creative outlet and opportunity to build an individual user world.

Connect with Ilana: LinkedIn | Instagram

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Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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Part 2 - This week’s episode is inspired by an incredible guest essay from Jonathan Hurwitz, Emmy-nominated writer and creative consultant, originally featured in Rachel Karten’s Substack, Link in Bio. Jonathan spent a decade writing at Disney, and in that time, he picked up storytelling lessons that translate seamlessly into social media marketing. These tips—distilled from a presentation he gave to an agency team—are packed with actionable ways to infuse more depth, emotion, and connection into your brand’s content. From using comedy that taps into universal truths to building “full circle” narratives your audience won’t forget, we’re sharing 5 (MORE) storytelling principles you can start applying to your next post, campaign, or content calendar.

Key Takeaways:

• Tip 6 // Comedy = Truth + Specificity – Humor that resonates comes from nuance and oddly familiar details. Aim for those “that’s me!” moments to foster audience connection.
  Tip 7 // There Are No New Stories – Many beloved stories are inspired by others. Stand out by infusing your brand’s unique point of view into familiar formats.
  

  Tip 8 // Theme Drives Plot and Story – Whether it’s authenticity, humor, or aspiration, your brand should own a distinct “vibe” that resonates emotionally with your audience.
  Tip 9 // Story Structure is Key – Understand the traditional rules of storytelling—then decide when to follow them or break them to stand out.
  Tip 10 // The Best Stories Come Full Circle – Opening with a question and closing with resolution delivers a satisfying audience experience and drives deeper emotional impact.

• ____

  Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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Ally and I debrief a recent guest essay from Jonathan Hurwitz, Emmy-nominated writer and creative consultant from Rachel Karten’s Substack, Link in Bio. Jonathan spent 10 years writing at Disney - and through this essay, shares how to apply his learnings from Disney to social media marketing. In part 1 of this 2-part episode, we discuss the first 5 storytelling tips from the essay and break down real-world social media applications you can test and learn with your brand’s social presence.

Key Takeaways:

Tip 1 // If you don’t have stakes, you don’t have a story. Add stakes to any story makes the audience care about the characters they’re watching.

Tip 2 // Shapes can elicit feelings. Create feeling and understanding with your audience through auditory and/or visual tools.

Tip 3 // You can’t get surprise without expectation. That’s the core of drama. By teasing what’s coming in the video, you can help stop the doom scroll with wording like “wait until the end” or “wait for it.”

Tip 4 // The conflict is the story. There is tension created between want and need. Be clear about how you want to drive audience adoption and behavior through their wants and needs.

Tip 5 // TV has the ability to evolve over time, whereas movies just are. A brand’s “TV-show” style content keeps the audience engaged day-to-day while the “movies” give them something to look forward to and talk about in a bigger cultural moment.

Connect with Ally: LinkedIn, Instagram

Subscribe to Rachel Karten’s Link in Bio Newsletter

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Say hi! DM me on Instagram and let us know what content you want to hear on the show - I can't wait to hear from you! Please also consider rating the show and leaving a review, as that helps us tremendously as we move forward in this Marketing Happy Hour journey and create more content for all of you. ⁠

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