Designing Demand

Navigating Private Equity and Building Demand: Josh Silva’s Brand Mindset

Josh Silva’s journey to becoming a top brand strategist is anything but traditional. From studying theology and psychology to skiing in Utah and diving headfirst into the world of sports psychology, Josh’s path to marketing leadership is filled with turns that shaped his deep curiosity and people-first approach. In this episode, Pete sits down with Josh to uncover how a background in understanding human behavior led him to build iconic outdoor brands like Masterbuilt, Kamado Joe, and Char-Griller.
They unpack Josh’s shift from the agency world to leading marketing within PE-backed companies, balancing short-term revenue with long-term brand growth. The conversation dives into the nuances of building trust in the modern sales process, the value of curiosity, the rise of fractional leadership, and how AI is shifting creative roles. If you’re looking to better understand strategy, leadership, and brand-building in today’s marketing landscape—this is the episode for you.
🔎 MORE ABOUT JOSH SILVA:
https://www.linkedin.com/in/jbsilva/Instagram: https://www.instagram.com/jbsilva22https://www.middleby.com/
CHAPTERS:
00:00 - Introduction to Josh Silva04:48 - Real Salt Lake: How Customer Service Sparked Strategy08:18 - Empathy and Asking the Right Questions13:12 - Pitching Comcast: Josh’s Strategy Breakthrough21:10 - Entering Private Equity: A New Perspective26:36 - Trade-Offs, Decisiveness, and the “Fail Fast” Mindset32:38 - What Agencies Get Wrong—and How to Win Trust37:14 - Brand vs Performance Marketing: A Balanced Approach44:52 - Don’t Copy Apple—Steal Like an Artist49:19 - AI and Authenticity in Modern Marketing52:26 - The Challenge of Building Culture Remotely
🚀 SUPPORT & CONNECT:
Digital Surgeons Website: https://digitalsurgeons.comTikTok: https://www.tiktok.com/@digitalsurgeonsInstagram: https://www.instagram.com/digitalsurgeonsLinkedIn: https://www.linkedin.com/company/210497/
#ai #brandstrategy #curiosityiskey

Creative Courage, Differentiation, and the Rise to CMO: Inside Ben Stuart’s Playbook

In this episode of Designing Demand, Pete sits down with Ben Stuart—a powerhouse marketing executive whose career journey spans from scrappy ad agency beginnings in post-communist Prague to holding top leadership roles at Charles Schwab, American Express, and Bank of the West. Ben unpacks the transformative moments that shaped his career, the lucky breaks he embraced, and the creative courage required to drive brand reinvention at scale.
Ben dives deep into the difference between brand and performance marketing, why “convenience kills creativity,” and how strategy, not scale, is the true differentiator in modern marketing. From building iconic campaigns like “Talk to Chuck” to launching the world’s first disappearing billboard, Ben reveals what it takes to lead growth and transformation in a rapidly evolving, AI-fueled world. If you're a CMO, founder, or creative mind hungry to understand how to actually design demand—this is an unmissable masterclass.
🔎 MORE ABOUT BEN STUART:
https://www.linkedin.com/in/benlstuart/https://www.bankofthewest.comhttps://www.rabobank.com/
CHAPTERS:
00:00:00 - Introduction to Ben Stuart00:04:10 - Culture Shock, Solitude, and Learning Resilience00:08:04 - How to Succeed in High-Growth Chaos00:15:10 - The Creative Culture Shock of Moving In-House00:20:25 - “Language Creates Leverage”00:25:28 - Rotoscoping, Creative Courage, and Brand Breakthrough00:31:34 - From $500M to $5M: Why Scale Isn’t Everything00:34:21 - Advertising vs. Marketing: What’s the Real Difference?00:38:07 - What is Bank of the West?00:43:19 - How Constraints Fueled Iconic Creative00:46:06 - Teaching the Lost Art of Differentiation00:51:15 - Brand vs. Performance: A False Distinction01:00:09 - Using AI to Remove Drudgery, Not Strategy
🚀 SUPPORT & CONNECT:
Digital Surgeons Website: https://digitalsurgeons.comTikTok: https://www.tiktok.com/@digitalsurgeonsInstagram: https://www.instagram.com/digitalsurgeonsLinkedIn: https://www.linkedin.com/company/210497/
#differentiation #branding #marketingstrategy

The CMO Who Can Code: Susan Lambert on Creative Grit and Building from Scratch

In this episode of Designing Demand, Pete Sena sits down with Susan Lambert, a creative technologist turned spirits-industry CMO. From coding in first grade to driving forklifts in heels, Susan’s journey from tech to tequila is anything but ordinary. She shares how her upbringing at NASA and early love for software evolved into a career that blends creativity, engineering, and brand leadership. Now CMO of Remington Family Distillers, Susan unpacks what it takes to build a brand without deep pockets, lead with empathy, and create consumer experiences that resonate. Packed with storytelling, sharp insights, and her signature wit, this episode is a masterclass in reinvention, resilience, and human-centered marketing. 
 
🔎 Find Out More About Susan LambertLinkedIn: https://www.linkedin.com/in/sulambert/Remington Family Distillers: https://www.rfdistillers.com/
 
Chapters:
00:00 - Introduction to Susan Lambert01:17 - Growing Up at NASA06:57 - Forklifts in Heels10:38 - From Tech to Spirits16:27 - Gender Equity in Tech20:03 - Lessons for Men in Leadership25:58 - Legally Blonde Philosophy & Happy Coders34:23 - Brand Building from Scratch in the Spirits Industry42:06 - Brand vs. Performance47:36 - What Makes a Great Story in Marketing53:35 - Final Reflections
 
🚀 Follow & Subscribe:
🌐 https://www.digitalsurgeons.comhttps://www.tiktok.com/@digitalsurgeonshttps://www.instagram.com/digitalsurgeonshttps://www.linkedin.com/company/digital-surgeons-llc/
 
#womenintech #brandbuilding #creativetech

From Barbie to Business Suits: Matt Repicky’s Brand Transformation Journey

In this episode of Designing Demand, Pete Sena sits down with Matt Repicky, Chief Brands Officer at Tailored Brands. Join us for an engaging conversation as Matt shares his journey from the East Bay to leading global brand strategies. Discover how he transformed the Barbie brand, drove millennial engagement at Jos. A. Bank, and navigated the unique challenges of consulting and marketing. Matt's insights on balancing creativity and analytics, the importance of understanding consumer behavior, and his approach to brand transformation are not to be missed. Whether you're a marketing professional or simply curious about the intricacies of brand management, this episode offers valuable takeaways on the art and science of building iconic brands.
 
🔎 Find Out More About Matt Repicky:https://www.linkedin.com/in/mattrepicky/https://www.instagram.com/mattrepicky/https://www.tailoredbrands.com/
Chapters:
00:00:00 - Introduction to Matt Repicky00:03:10 - The Journey from Political Science to Marketing00:06:20 - The Importance of Understanding Consumers00:12:29 - Opening the Barbie Flagship Store in Shanghai00:18:27 - The Role of Curiosity in Career Growth00:25:54 - Returning to Mattel and Revitalizing Barbie00:32:40 - Joining Amazon and Learning Performance Marketing00:40:16 - The Difference Between Head of Marketing and CMO00:45:46 - Purpose-Driven Marketing00:52:34 - Connecting People and Business Objectives00:56:15 - Selecting the Right Agency01:03:14 - Balancing Creativity and Business Objectives01:09:32 - Closing
 
🚀 Follow & Subscribe:
🌐 https://www.digitalsurgeons.comhttps://www.tiktok.com/@digitalsurgeonshttps://www.instagram.com/digitalsurgeonshttps://www.linkedin.com/company/digital-surgeons-llc/
 
#branding #marketing #consumerinsights

The Challenger Mindset & Building Trust: Beth Wood’s Approach to Marketing & Leadership

Beth Wood’s marketing journey started with a simple realization—her heart wasn’t in finance, but in understanding and influencing consumer behavior. That spark set her on a path from Frito-Lay and Johnson & Johnson to leadership roles at MassMutual, Guardian Life, and now as EVP & CMO at Principal Financial Group. With experience spanning consumer goods, health and beauty, and financial services, Beth shares how she’s built brands that resonate with customers, empower teams, and embrace change.
In this episode of Designing Demand, Beth reveals the lessons she’s learned from leading in different industries, why she believes in a “challenger brand” mindset, and how she balances brand building with performance marketing. She discusses the influence of her entrepreneurial mother, the power of curiosity in leadership, and the role of AI in modern marketing. If you’re looking for insights on building a standout brand, leading with purpose, and navigating a fast-evolving business landscape, this conversation is packed with wisdom you won’t want to miss.
🔎 MORE ABOUT BETH WOOD:
LinkedIn: https://www.linkedin.com/in/bethwoodleidt/Principal Financial Group: https://www.principal.com
CHAPTERS:
00:00 - Introduction to Beth Wood03:15 - From Finance to Marketing: Finding the Spark08:40 - The Power of Competition & Standing Out14:20 - Lessons from Frito-Lay & J&J: Brand & Customer Insights22:30 - Transitioning to Financial Services & Small Business Strategy30:45 - The Role of Training in Leadership & Brand Building38:10 - Balancing Performance Marketing & Long-Term Brand Strategy45:55 - AI, Innovation & Staying Ahead of the Curve52:20 - Sustainability & Brand Purpose in Financial Services58:10 - Final Thoughts & Advice for Future Leaders
🚀 SUPPORT & CONNECT:
Digital Surgeons Website: https://digitalsurgeons.comTikTok: https://www.tiktok.com/@digitalsurgeonsInstagram: https://www.instagram.com/digitalsurgeonsLinkedIn: https://www.linkedin.com/company/210497/
#marketing #leadership #brandbuilding 

Challenger Brands & the Power of Storytelling: Pam Piligian’s Marketing Evolution

Marketing and financial services might not seem like the most innovative space—but Pam Piligian is proving otherwise. As the Chief Marketing Officer of Navy Federal Credit Union, Pam has redefined what it means to build a brand with purpose, passion, and a deep sense of community. In this episode, she shares her journey from agency life to leading marketing at one of the country’s largest credit unions, all while maintaining a relentless commitment to storytelling, innovation, and service.
In this episode of Designing Demand, Pete Sena sits down with  Pam Piligian who dives into what it takes to create a challenger brand that punches above its weight, how to harness the power of storytelling to connect with consumers, and why lifelong learning is essential for any marketer looking to stay ahead. She also shares her insights on the evolving role of the CMO, the importance of fostering strong leadership, and her personal mission to run a marathon in all 50 states. If you're looking for inspiration on how to build a brand that people are proud to be part of, this episode is a must-listen.
🔎 MORE ABOUT PAM PILIGIAN:
https://www.linkedin.com/in/pam-piligian-324582/https://x.com/PGPiligian/status/1867320365296369799https://www.navyfederal.org/
CHAPTERS:
00:00 - Introduction to Pam Piligian03:15 - From Journalism to Marketing: Pam’s Early Career08:30 - What Makes a Challenger Brand?12:45 - The Role of Storytelling in Brand Building18:20 - The Power of Community and Belonging25:00 - The Evolving Role of the CMO30:40 - Lessons from Running Marathons & Leadership36:10 - Advice for Young Marketers and Future CMOs42:00 - Women in Leadership and the Power of Mentorship48:15 - Employer Branding and Creating a Strong Workplace Culture53:40 - The Future of Marketing: AI, Data, and Creativity
🚀 SUPPORT & CONNECT:
Digital Surgeons Website: https://digitalsurgeons.comTikTok: https://www.tiktok.com/@digitalsurgeonsInstagram: https://www.instagram.com/digitalsurgeonsLinkedIn: https://www.linkedin.com/company/210497/
#marketing #leadership #community

Launching The First Consumer Psilocybin Brand with Dean Harris

Dean Harris is the co-founder and CMO of TabBrands, a company focused on plant-based and fungi-based wellness products including CBD and psilocybin. Harris has an extensive career in marketing and advertising, serving as CMO and head of marketing for major brands like Vonage, Kayak, HotJobs and more. He comes from an advertising family but originally tried to avoid the industry, before eventually working at top agencies and starting his own creative shop.
In the interview, Harris shares insights from his numerous successful campaigns, including those behind Vonage's growth from 3,000 to over 1.3 million subscribers in 34 months.  He led innovative performance and brand advertising that made Vonage a ubiquitous brand. Harris also discusses leading Kayak's marketing during an early stage for the online travel company. He provides perspective on building brands by taking smart risks and connecting emotionally with consumer motivations.
Now, as co-founder of startup TabBrands, Harris is entering the fast-growing cannabis/CBD and psychedelics wellness space. He sees major opportunities to educate on plant medicine benefits and build legitimacy through science-backed medicinal positioning. Harris conveys excitement about TabBrands’ future psilocybin brand and pushing boundaries in emerging health/wellness categories.
 
 
OUTLINE: 
 
(00:00:00) Introduction
(00:00:57) Family history in advertising/marketing
(00:02:35) Early career at top NYC ad agencies
(00:05:11) Becoming head of marketing for HotJobs startup
(00:06:51) Leading marketing for fast-growing Vonage
(00:10:03) Innovative performance marketing strategy
(00:12:23) Transitioning to first CMO role
(00:19:09) Groundbreaking performance advertising
(00:21:25) TV brand advertising driving growth
(00:22:41) Being named Brandweek Marketer of the Year
(00:25:38) Creating enduring brand campaigns
(00:31:27) Qualities of effective ad campaigns
(00:34:15) Leading rebrand from CPA Detective to Forensic
(00:42:59) Maintaining agency relationships long-term
(00:51:53) AI's future role in marketing
(00:53:55) Two types of CMOs: poets vs. plumbers
(00:57:25) Pivoting into cannabis/psilocybin space
(01:01:28) Being founder/CEO with TabBrands
 
 
EPISODE LINKS:
 
TabBrands: https://www.tabbrands.com/Dean’s LinkedIn: https://www.linkedin.com/in/deanharris/Include instruction to Google Dean Harris to find his written contentGray Advertising Agency: https://www.grey.com/HotJobs Wikipedia Page: https://en.wikipedia.org/wiki/Yahoo!_HotJobsVonage: https://www.vonage.com/BlueCava:https://bluecava.com/Kayak: https://www.kayak.com/ 
SUPPORT & CONNECT:
 
Digital Surgeons Website: https://digitalsurgeons.comTikTok: https://www.tiktok.com/@digitalsurgeonsInstagram: https://www.instagram.com/digitalsurgeonsLinkedIn: https://www.linkedin.com/company/210497/
 

Building Iconic Consumer Brands With Kathy Maurella of Waterloo Sparkling Water

Kathy Maurella is the Chief Marketing Officer of Waterloo Sparkling Water and previously founded her own strategic marketing consulting firm, drawing from over 25 years of experience working for iconic CPG brands like Nabisco, Kraft, and Atkins Nutritionals. In this episode, Maurella shares her wisdom on brand building, leadership, and marketing.
During her career, Maurella has led marketing efforts resulting in highly successful acquisition deals and IPOs. Her unmatched passion for the consumer is evident as Maurella emphasizes the importance of foundational consumer insights research to inform authentic brand positioning and storytelling.In this interview, Maurella pulls back the curtain on her leadership style, career pivots, incorporating AI, and on her thoughts on the evolving marketing landscape. Key highlights include actionable advice for young founders on maintaining strong company culture in remote work environments, leveraging media mix modeling data to optimize decision making, and why brand tracking studies are crucial, regardless of company size.
This episode is a must-listen for entrepreneurs and marketers looking to level up their leadership abilities, better understand the modern shopper journey, and build memorable brands that stand the test of time. Maurella shows that patient, consumer-centric marketers who stay true to their core values will thrive.
 
OUTLINE: 
 
(00:00:00) Introduction
(00:01:12) Kathy's upbringing and early career path
(00:04:57) Experience going through Kraft acquisition
(00:07:49) Leadership style and building relationships
(00:09:29) Mentoring younger employees
(00:13:27) Macroeconomic factors affecting brands
(00:14:42) Core principles of brand building
(00:17:27) Power of consumer insights
(00:21:52) Gathering insights in current landscape
(00:24:15) Evolving marketing tactics
(00:25:03) Changes in marketing over past year
(00:27:49) Consumer shifts around spirits and beverages
(00:28:53) Adapting brand strategy to reach Gen Z
(00:30:43) Importance of meeting consumers where they are
(00:33:04) Transition to consulting role
(00:36:19) Characteristics of good consultants
(00:41:04) Perspective on rise of AI
(00:42:57) Waterloo's use of AI in branding
(00:46:31) Day-to-day use of AI as a CMO
(00:49:18) Short CMO tenures and pressures
(00:52:56) Attributes of successful CMO leadership
(00:57:29) Striking balance between brand building vs performance marketing
(01:01:50) Wrap up and final thoughts
 
EPISODE LINKS:Kathy’s LinkedIn: https://www.linkedin.com/in/kathy-maurella-1294641/Waterloo Sparkling Water: /www.drinkwaterloo.com/KJM Marketing Inc: https://kjmmarketing.com/Atkins Nutritionals: https://www.atkins.com/Kraft: https://www.kraftheinzcompany.com/Nabisco: https://en.wikipedia.org/wiki/NabiscoWaterloo AI branding campaign: https://www.marketingdive.com/news/waterloo-sparkling-water-ai-campaign-trail/652188/ https://www.youtube.com/watch?v=Jk69AIBrTlQhttps://www.youtube.com/watch?v=wkKLGhnQ3nA
SUPPORT & CONNECT:
Digital Surgeons Website: https://digitalsurgeons.comTikTok: https://www.tiktok.com/@digitalsurgeonsInstagram: https://www.instagram.com/digitalsurgeonsLinkedIn: https://www.linkedin.com/company/210497/

The Challenger Brand Ethos With Cathy Davis of IG Group

Cathy Davis is the Chief Marketing Officer of IG Group, and was previously the CMO of Feeding America, the Chief Marketing Officer of Leo Burnett, and held several other high-level marketing roles at organizations like Morgan Stanley, Diageo, Accenture, and more.
Over the course of her prolific career, Davis has led the repositioning and rebranding of several major brands, including Allstate, Discover Card, and Jose Cuervo. She is passionate about understanding consumer psychology and translating those insights into impactful business strategies. In this wide-ranging interview, Davis shares stories and lessons learned from her extensive experience as a marketer and brand builder. She discusses the importance of unifying brand building and performance marketing under the CMO role, being the "voice of the consumer" within an organization, and nurturing a "challenger brand" mentality even as companies grow to dominate their categories.
Davis also openly recounts an example campaign failure, when a Jose Cuervo ad aimed at the popular bottle service club scene had to be pulled when the 2008 recession made the concept socially unacceptable seemingly overnight. She details her leadership approach in bouncing back from such failures, grieving briefly before rallying the team around new objectives.
This episode delivers a wealth of real-world perspectives that will resonate with business leaders and marketers focused on driving growth through branding and innovation. Davis is clearly an insightful expert on not only building brands, but also rebuilding and reinvigorating them amidst economic flux and social change. Her emphasis on understanding consumer psychology also contains lessons relevant far beyond the marketing function.
 
OUTLINE: 
 
(00:00:00) Introduction(00:02:00) Cathy's background and early interest in marketing/branding
(00:05:00) Getting start at Leo Burnett and repositioning major brands
(00:10:00) Breathing personality and emotion into more sterile brands
(00:15:00) Defining a "challenger brand"
(00:18:00) Transitioning from agency side to client side at Morgan Stanley
(00:22:00) Keys to successful brand repositioning
(00:25:00) Becoming a Chief Marketing Officer and unifying brand building with performance marketing
(00:30:00) Work at nonprofit Feeding America and increasing impact
(00:35:00) Balancing professional and nonprofit board responsibilities
(00:38:00) Joining TastyTrade and recent rebranding effort
(00:42:00) Selecting and working with agency partners
(00:45:00) Naming considerations for brokerage firm
(00:48:00) Staying on top of trends and avoiding status quo
(00:52:00) An example campaign failure and how to rally teams after setbacks
(00:55:00) Recommended resources for continuous learning
 
EPISODE LINKS:
TastyTrade: https://tastytrade.com/Feeding America: https://www.feedingamerica.org/Leo Burnett: https://leoburnett.com/Morgan Stanley: https://www.morganstanley.com/ Diageo: https://www.diageo.com/enAccenture: https://www.accenture.com/us-enCathy’s Twitter: https://twitter.com/catherinedavis1?lang=enCathy’s LinkedIn: https://www.linkedin.com/in/catherineadavis/Eating the Big Fish (Book): https://www.amazon.com/Eating-Big-Fish-Challenger-Compete/dp/0470238275
 
SUPPORT & CONNECT:
Digital Surgeons Website: https://digitalsurgeons.comTikTok: https://www.tiktok.com/@digitalsurgeonsInstagram: https://www.instagram.com/digitalsurgeonsLinkedIn: https://www.linkedin.com/company/210497/

Creativity Through a Consumer Lens with Michelle Peterson Of Kendra Scott

Michelle Peterson is currently serving as the Senior Vice President (SVP) at Kendra Scott, a prominent fashion and jewelry company. Before joining Kendra Scott, Michelle has had an extensive and diverse career journey. She studied chemical engineering, which is quite an unconventional path for someone in a marketing role. Her educational background includes attending Cornell early in her high school career, indicating a strong aptitude in math and science. Despite this technical background, Michelle always harbored a passion for marketing, stemming from an early interest in critiquing advertisements and understanding consumer behavior.Peterson's tenure at General Mills was transformative, marked by her leadership in repositioning the Nature Valley brand through consumer-centric insights and innovation. She emphasizes the importance of adapting to market trends, a skill she further honed in smaller, founder-led companies like Pressed, a plant-based snack firm. Here, she undertook a complete brand overhaul, showcasing her versatility and ability to thrive in diverse marketing environments. Peterson's approach to marketing is notably creative, viewing it as an opportunity to disruptively address consumer insights, productivity, and efficiency.This interview is a valuable resource for marketers, CMOs, founders, MBA students, and managers, offering insights into Peterson's adaptive marketing strategies and leadership style across corporate and startup settings. Her experiences underscore the necessity of balancing creative insight with analytical rigor, understanding different organizational cultures, and evolving marketing roles in various business contexts. This makes the interview a significant listen for those looking to navigate modern marketing's challenges and opportunities.
 
OUTLINE:
 
(00:00:00) Introduction
(00:00:57) Michelle's background and journey into marketing
(00:02:32) Michelle's definition of creativity 
(00:03:04) Following your passion in your career
(00:05:49) Transitioning careers from engineering to marketing
(00:08:36) Nature Valley product innovations 
(00:10:50) Turning around legacy brands 
(00:14:50) Launching new Nature Valley products based on consumer insights
(00:17:42) Adapting innovation process to be more agile and iterative
(00:19:40) Nature Valley protein bar innovations
(00:21:02) Pivoting lagging brands to drive growth
(00:24:41) Taking a holistic approach to transforming brands 
(00:26:30) Moving to smaller, faster-paced companies
(00:28:09) Leading multi-unit retail businesses
(00:29:42) Hospitality industry changes during COVID
(00:32:26) Becoming Chief Marketing Officer at Press
(00:33:48) Following your passions in your career
(00:35:33) The role of company culture 
(00:36:16) Differences working at founder-led companies 
(00:38:47) Responsibility working for founder-led brands  
(00:41:11) Process for rebranding Press
(00:44:22) Criteria for selecting agency partners
(00:45:49) Leading the Press rebrand
(00:47:24) Joining Kendra Scott as CMO
(00:48:44) Interviewing with founder-led companies
(00:50:26) Short CMO tenures 
(00:52:33) Adapting leadership style to business needs
(00:54:47) Metrics focused on as CMO 
(00:59:20) Current marketing challenge
(01:00:59) Exploring web3 opportunities
 
EPISODE LINKS:
Michelle’s LinkedIn: https://www.linkedin.com/in/michellepetersoncmo/Kendra Scott: https://www.kendrascott.com/Kendra Scott Instagram: https://www.instagram.com/kendrascott/Kendra Scott X: https://twitter.com/KendraScottKendra Scott TikTok: https://www.tiktok.com/@kendrascott
 
SUPPORT & CONNECT:
Digital Surgeons Website: https://digitalsurgeons.comTikTok: https://www.tiktok.com/@digitalsurgeonsInstagram: https://www.instagram.com/digitalsurgeonsLinkedIn: https://www.linkedin.com/company/210497/