SBP 075: Trending Tensions In Marketing. With Esther Benzie.

In our latest podcast, we sit with marketing veteran Esther Benzie to explore the evolving marketing landscape. From her experiences at CIBC and P&G to her insights on the balance between brand and performance marketing, Esther shares invaluable knowledge that every marketer should hear. Discover the impact of digital channels, marketing specialists' rise, and marketing sustainability's future.

Don't miss this opportunity to learn from one of the industry's best. Enjoy the episode.

Our Guest:

Esther Benzie - https://linkedin.com/in/estherbenzie/

Senior Marketing Executive

Formerly the:

:: VP of Brand and Advertising @ CIBC and

:: VP Brand Operations @ P&G

:: Board Member of the AssociationAssociatiom of Canadian Advertisers

Our Hosts:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps

0:00 - Opening

0:44 - Intro to Esther

4:38 - Learning marketing foundations through CPG

7:30 - How digital changed marketing departments

10:30 - The negative impact of digital on creative

12:19 - Non-Viewable Impressions

15:20 - Talent Development - Specialists vs Generalists

22:45 - The shift from brand to performance and back

30:14 - What got lost in “Performance Marketing”

32:40 - How digital advertising change content supply chains

36:28 - An awakening with performance marketing

40:25 - Strategic objectives may differ from digital performance indicators

43:55 - How digital channels like Pinterest align with brand objectives

47:15 - The evolution of marketing performance metrics

55:06 - How to find out more about Esther

Post-Pod with V and Marc