Ally and I continue our POSSIBLE 2025 conference series by sitting down with Jessica Serrano, Chief Marketing Officer of DIG. Jessica shares the unique challenges that come with localized marketing, strategies for building a strong loyalty program and tips for aspiring CMOs. DIG is a fast casual, scratch food restaurant concept with locations from New York, NY to Washington D.C.

Key Takeaways:

// Use social media channels to tell behind-the-curtain stories and share unique experiences alongside your brand.

// Local marketing requires research of the target community – observe the community through intensive good neighbor tactics. The community will dictate how the brand will show up and where.

// Brand loyalty programs should deepen the relationship you have with your consumers, not just providing periodic discounts. Take your loyalty programming from transactional to relationship-driven.

// Once you deepen the relationship with the consumer, you can provide other ways to reward them for their loyalty like early access programming, surprise and delight moments and more.

// New ideas and innovation can come from listening directly to your consumers' wants and needs.

Connect with Jessica: LinkedIn

Follow along with DIG: Website / Instagram

Connect with Ally: LinkedIn / Instagram

____

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The POSSIBLE 2025 conference series continues with Stephanie Lawrence-Shartrand from Nextdoor. With over 20 years of experience in digital media, strategy, and customer success, Stephanie is a passionate leader and advocate for the power of online communities and social networks. Stephanie joins Ally and I to share her strategies for building strong, lasting professional relationships, including how she’s created her own personal Board of Advisors.

Key Takeaways:

// Build your own personal Board of Advisors. Made up of your best friends, past coworkers and mentors – these are the people you gut check career moves with, ask for help navigating difficult situations and help elevate your skill set.

// Relationships require persistence and thriving in the uncomfortable. If you only reach out when you want something, people remember that. People will remember how you made them feel.

// Don’t undersell the value of in person connection and conversation opportunities – whether it be a 5 minute check-in or 30 minute coffee chat.

// Professional confidence comes from believing in yourself and channeling your insecurities into opportunities for growth.

Connect with Stephanie: LinkedIn

Follow along with Nextdoor: Website / Instagram

Connect with Ally: LinkedIn / Instagram

____

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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I’m joined by my friend and fellow marketer Ally Golden for Episode 1 of our POSSIBLE 2025 conference series. The POSSIBLE conference brings together key decision-makers and rising marketers through 3 days of learning and networking. Ally and I were lucky to attend several interactive sessions and masterclass conversations that fostered meaningful connections among industry leaders and innovators. In this first episode of the series, we discuss our experience at POSSIBLE 2025, along with our three strategies to watch moving into the second half of this year.

Key Takeaways:

// Serial content is the new brand loyalty. Consumers crave consistency. Brands should be thinking like creators or showrunners.

// Creators are the new media channels. “In today’s marketing landscape, creator partnerships aren’t an add-on—they’re the channel. Especially when they’re authentic fans of the product.”

// AI influencers are on the rise - but humans still matter, for now. It’s likely we’ll have trouble identifying the difference within the next 18 months.

// Unlock the many to many model with creative. “Creativity is the superpower that cuts through. Creativity makes the conversion happen.”

// Get behind the content that works and get out of the content that doesn’t. Focusing on differentiating through awareness, engagement and demand to help create desire at scale.

Connect with Ally: LinkedIn | Instagram

____

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 makes a great campaign truly effective? And how do you scale brand success globally without losing authenticity? In this episode, I sit down with Nataly Kelly, Chief Marketing Officer at Zappi, to unpack the new rules of marketing in a world powered by connected insights, AI, and always-on consumer data. Nataly shares highlights from Zappi’s State of Creative Effectiveness report, the inside story behind her upcoming book Brand Global, Adapt Local, and how marketers can thrive by leaning into curiosity, clarity, and continuous feedback. We also touch on the emotional side of career pivots and why finding the right next step is more about mission than job titles.

Key Takeaways:

// Connected insights aren’t just a buzzword — they’re a system for improving creative, product, and brand performance with real-time consumer input.

// AI is not replacing marketers—it’s enhancing our ability to make smarter, faster, insight-driven decisions.

// If you’re out of work, you’re not alone — Nataly shares a powerful framework for finding clarity in the in-between.

The State of Creative Effectiveness Report: HERE

Learn more about Zappi: Website | NewsletterConnect with Nataly: LinkedIn | Brand Global, Adapt Local (Book) | Find Meaningful Work (Guide)

____

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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Bonus: If you’ve ever dreamed of turning a personal story into a product — this episode is for you. I’m joined by Kristan Kelly, CEO and founder of Shade Rayz Sunscreen: a mission-driven brand born from her journey as a breast cancer survivor and Latina entrepreneur. In this mentorship-focused conversation, Kristan shares the real story of building her company from the ground up, how she tapped into her local community for early support, the marketing strategies that have worked, and the mindset shifts that help first-time founders succeed.

Key Takeaways:

// How to turn a personal journey into a product and brand with purpose

• // The early decisions that shaped Shade Rayz Sunscreen’s success

• // How Kristan approached building brand identity and messaging (luxury + water safety + everyday use)

• // The power of leveraging your school and local community for support and connections

• // Tips for how to make the ask when building your network

• // Encouragement for women and young entrepreneurs breaking into wellness and consumer products

  Learn more about Shade Rayz: Website | Instagram

  ____

  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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• 
  

How do you create content for an audience you're not part of—but still connect on a deep, emotional level? That’s the magic Holley Long brings to the table. As a Social Media Specialist for The Bump (part of The Knot Worldwide), Holley leads with curiosity, storytelling, and strategy. In this episode, we talk about what it takes to market life’s biggest milestones—from weddings to new parenthood—while building trust and brand loyalty beyond the moment. She also shares what’s working across Instagram, TikTok, and Pinterest right now, how to stay relevant without chasing every trend, and the relationship between social and search.

Key Takeaways:

// A behind-the-scenes look at The Bump’s content strategy and how they balance emotion, utility, and trend

// Holley’s approach to stepping into new audiences with empathy and research (especially when she’s not the target demo)

// Why evergreen content still matters—and how to pair it with timely trends

// What’s performing best across Instagram, TikTok, and Pinterest in 2025

// How social strategy can complement search behavior and drive traffic beyond the algorithm

Connect with Holley: 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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Creating great content isn’t about waiting for inspiration — it’s about building a system that works. In this episode, I’m joined by my friends and fellow marketers Ally Golden and Rob Skinner to unpack their biggest takeaways from the Digital Summit, including a content framework by Melanie Deziel. We explore how Focus + Format can transform your content strategy and offer real-world examples of how to turn strategy into scroll-stopping storytelling.

Key Takeaways:

// Great content doesn’t happen by accident — it’s built through a clear system.

// The Focus + Format framework helps you consistently generate content ideas by pairing what you want to say with how you’ll say it.

// Emotional storytelling and humor significantly boost engagement — even in B2B marketing.

// "Heartstrings loosen purse strings" — tapping into emotional storytelling can increase brand engagement by 40%.

Connect with Ally: LinkedIn | Instagram

Connect with Rob: LinkedIn | Tik Tok

Download the Content Planning System from Melanie Deziel: Download Now

Attend Digital Summit Near You: Conference Website

____

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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