Ashley Faus

Kogan Page Publishing

My book, "Human-Centered Marketing: How to Connect with Audiences in the Age of AI" features three frameworks to help marketers build trust and attract, convert, and retain customers.

Key messages:

-	Trust is the key: People buy from people they trust, and people trust people like themselves. As marketers, we need to build trust with our audience to win and re-win their hearts, minds, and wallets.

-	The human connection becomes more important in the age of AI, because more technology makes it harder to find people you can trust and make authentic connections.

-	The Playground mindset shift: Marketing needs to evolve to match the modern journey. It’s no longer about rushing people to a purchase, it’s about building trust and rapport for long-term value exchange.

-	The Social Media Spectrum (communication, conversation, community): Social media continues to evolve, but too many brands are still focused on driving and participating in conversation about the brand, instead of meeting the audience where they are and fostering community.

-	4 Pillars of Thought Leadership (credibility, profile, prolific, depth of ideas): Thought leadership helps build trust, but it’s not the only type of content or creator that you need in the marketing mix.

Author, "Human-Centered Marketing: How to Connect with Audiences in the Age of AI"

Atlassian

Head of Lifecycle Marketing, Portfolio

Director of Integrated Product Marketing

Product Marketing Lead, Software Teams Content 

Sr. Manager, Integrated Media

Sr. Corporate Communications Manager

Skyport Systems

Skyport Systems, acquired by Cisco, provides secure, hyperconverged infrastructure to modernize the DMZ, protect Active Directory, and secure legacy applications and remote branch operations.

Sr. Product Marketing Manager and Content Strategist

Palerra

Palerra, acquired by Oracle, pioneered the API-based Cloud Access Security Broker (CASB).

Sr. Manager, Content Strategy and Marketing Communications

Duarte, Inc.

Strategy and execution for all things marketing.

In addition to previous duties, manage budget, forecast, and annual planning for marketing strategy.

Sr. Marketing Manager

Manage a team of creative experts
Marketo integration, strategy, and execution
Analytics/KPI reporting and analysis
IP launches - Resonate multimedia, Slidedocs, Persuasive Presentations eCourse
Email campaigns, social media, and ad campaigns
Website branding and content updates
Editorial content strategy and execution
Executive presentations

Marketing Manager

Killick Aerospace

Killick Aerospace encompasses several companies that provide engine maintenance, accessory maintenance, airframe support, and parts and engine sales to the aviation industry. I oversaw the marketing activities for all companies in the Killick Aerospace portfolio. My duties include, but are not limited to:

Work with management and IT department for requirements gathering, implementation and documentation of CRM strategy 

Manage 3rd party programmer to update company websites, content manager for company websites

Manage relationships with outside vendors including designers and promotional representatives 

Coordinate all aspects of trade show exhibits, including marketing collateral, shipments, promotional items, and travel logistics

Co-creator and co-manager for print advertising budget

Track and measure success of marketing activities, including website traffic/SEO, referral lead source, and email campaigns

Marketing Coordinator

UserTesting.com

I helped research and implement a social media strategy, including Twitter and reaching out to bloggers. I also helped with customer service.

Independent Contractor

Solar Designs, Inc

Account manager for the company’s largest project, a commercial solar installation, worth $150,000

Improved profit margin by 5% through bulk-price negotiations with supplier

Grew affiliate partnerships from 2 to over 50 within 8 months, used direct Marketing to offer qualified leads and guaranteed revenue to new partners

Increased revenue opportunity by creating a training package for installers

Strategic analysis of customer and installer needs, led to over-hauling information-gathering form and presentation of final customer proposal

Wrote proposals with details about solar system design, environmental impact, and financial implications including up-front costs, rebates, ROI, and payback

OpenTech Media, Inc.

Research, layout, and copy for corporate brochure and website to present a more cohesive message to customers

Virion Interactive Agency

Competitive analysis, post-project analysis, client invoicing and work order processing

Account Management Intern

Director of Integrated Product Marketing, Atlassian

Marketer, writer, speaker by day... singer, actor, fitness fiend by night!

I've handled all aspects of marketing strategy and execution, from product marketing, to demand-gen, to content and events. I love telling the high-level stories that resonate with an audience and connecting the dots between types of assets and distribution channels.

My writing has been published on TIME, Forbes, The Journal of Brand Strategy, and The Muse, and I've spoken on various marketing topics for INBOUND, Harvard Business Review, and MarketingProfs.

Visit https://ashleyfaus.com/ for more information about my book, "Human-Centered Marketing: How to Connect with Audiences in the Age of AI".

(Views are my own)

When you're friends with smart marketers, you feature each other as an example when you write a book 😀

Devin Bramhall released her book recently, and she featured my Playground framework.

I released my book in May, and I featured her community work from her time at Help Scout.

Per usual, there's a blooper pic if you swipe through 😂

Buy "Human-Centered Marketing": https://amzn.to/480QQLI

Buy "B2B Content Marketing Strategy": https://amzn.to/4i3SLne

(Thanks to MarketingProfs B2B Forum for the cozy background and in-person photo opp 😊)

Head of Lifecycle Marketing, Portfolio at Atlassian

I don't have many rituals before I step onstage to speak.

But I DO love my glitter face mask tradition 😀

Excited to speak about building trust in the buyer's journey MarketingProfs B2B Forum this morning, 10:20am EST!

Grateful for another award for my book, "Human-Centered Marketing: How to Connect with Audiences in the Age of AI" 🎉

Need a gift for yourself or a marketer you love? Get 40% through December 1st!

Grab a copy: https://lnkd.in/eJWZHRF8

Need some light reading en route to allllll the Thanksgiving dinners?

Free sneak peeks:

Thought leadership: https://lnkd.in/eXCZ2qPf

Buyer's journey playground: https://lnkd.in/esQDz9EK

Congrats to all the winners: https://lnkd.in/emxkNFZ2

When I was VERY early in my career, I had to make an expensive decision on behalf of the business.

I was SO worried about it!

Tons of money.
Literally minutes to make the choice.
No time to call my boss for approval.

I decided to spend the money, and trusted that my boss would be ok with it once I finally talked with her.

Y'all... It was paying $50 for valet parking.

But at that time in my life, $50 for parking seemed absurd.

At that time in my career, I wasn't well-versed in how businesses expenses and vendor agreements worked.

And I was genuinely worried about confirming with a vendor that they could pay $50 for valet parking because they were running late to film a customer testimonial during a big conference.

My boss was thrilled that I made the decision to spend the $50 on faster parking vs. potentially losing the filming slot with the customer.

Now as a seasoned marketer, I cringe at my younger self, thinking how silly it was for me to even worry about $50 valet parking. 

OF COURSE that is a no-brainer call!

But... does your team know when it's a no-brainer decision? 

Do they trust that their leaders will back them up when they need to make real-time "expensive" choices?

Do they have a framework for when to escalate?

If you're rolling your eyes at folks making bad calls, it's worth taking a step back to understand whether they have context and trust to make good calls.

Because it's ACTUALLY expensive to do things cheap.

"Which bakery did this come from?"

"Wait, YOU made these!?!"

"You should open a bakery..."

People say this to me frequently when I bring treats to the office, the theater, birthdays, etc.

There's some AMAZING commercial-scale bakeries out there, AMAZING home bakers out there, and everything in between (including my amateur baker status).

After baking treats and buying treats over the years, I've started applying my marketing nerdery to the questions of perception, compliments, trust, etc. in this space.

And so, I'm curious...

In the comparison below, which option would you pay more for?

How much would you pay for a dozen of the cupcakes shown in the picture?

Assume that each option has comparable cost of goods sold, etc. to not bias the results too much, and you can make whatever assumptions you want about where the cupcakes came from, who took the pictures, if they're AI-generated vs. human, etc.

Please nerd out with me about the intersection of my baking hobby and my marketing brain 😋

"When a measure becomes a target, it ceases to be a good measure." - Goodhart's Law

I've been on a bit of a metrics and attribution kick lately, and I talked a bit about Goodhart's Law in my conversation with 🍁 Glenn Schmelzle on the Funnel Reboot podcast.

The heart of it is something that marketers continually struggle with...

We know we gotta measure.
But we know we can't measure everything.
And without everything, it kinda feels like we have nothing.

The problem is that we're so focused on capturing every. little. detail. in a way that we can easily show in a dashboard, but we miss the big opportunities that actually help people move through a buying process.

We talked about the core frameworks in my book that help you do just that: create a journey that helps the HUMANS make decisions, take action, and solve their problems (and yep, drive revenue for your business)!

Hear the full episode: https://lnkd.in/emxHSDgk

Grab a copy of the book: https://amzn.to/480QQLI

LUMA Creative Group

- Graphic design
- Logo design
- Branding
- Art direction
- Digital and print ads
- Out of Home (OOH) Ads
- Social media creative
- Presentation design
- Ebooks
- Booth design
- Short videos
- Animated graphics
- Voice overs

Creative Director

Cella

- Provided design leadership and art direction to the Chevron in-house agency on small and large-scale projects, including video storyboards, social media posts, websites, emails, campaigns, event experiences, booth design, brand guides, flyers, and presentations as well as print and digital assets
- Developed creative strategies to address marketing and business objectives, and led client presentations
- Collaborated with copywriters, video editors, and designers to build creative solutions to address specific project objectives
- Actively participated in the ideation process leveraging research, analytics, and brand insights 
- Ensured brand guidelines and directives were embraced and adhered to in all executions
- Mentored creative team members by offering support and counsel to improve the team’s overall performance and embrace a collaborative approach

Art Director, Cella @ Chevron

DraftKings Inc.

- Partnered with copywriters to develop conceptual themes for DraftKings sports
- Established look/feel for channels including: broadcast, digital, social, content, OOH and CRM
- Art directed video shoots for TV spots, working with motion designers and video team to bring storyboards to life
- Developed brand experiences, activations, events, and promotions to establish DraftKings as an innovative early-adopter of technologies for sports fans

Art Director

Oracle

- Led concepting and creative execution of brand B2B marketing assets for lead gen; monitored A/B testing of campaign assets
- Part of an internal agency collaborating with copywriters, marketers, designers, and external agencies on campaigns spanning internal digital channels on a local and global scale
- Developed creative for video, social posts/ads, landing pages/UX, digital banner ads, OOH advertising, eBooks, infographics, email, signage, event booths, and brand experiences.
- Maintained brand standards, ensuring consistency across all touchpoints in customer journey and user experience
- Presented concepts to key stakeholders, merging business requirements with brand direction and strategy
- Managed and mentored direct reports

Associate Creative Director

VF Corporation

- Developed digital and printed assets to support marketing and PR initiatives for all channels, including DTC, wholesale, outlet, and ecommerce
- Oversaw all creative, such as brand guides, direct mail, tradeshow collateral, photography, videos, social media, ecommerce, paid ads, OOH, in-store POS and window signage, hangtags and packaging, and brand experiences; composed copy for creative assets
- Creative lead for seasonal product and on-model photo shoots from concept to post-production
- Managed and mentored creative team

Creative Manager, Graphic Design - Kipling USA

The ONE Group

- Developed creative concepts, brand experiences, graphics and logos to promote and position high profile restaurant and hospitality brands
- Produced email marketing campaigns and OOH advertising to support venue openings and events
- Partnered with high profile fashion designers for off-site events; managed logistics
- Coordinated celebrity filmings and photo shoots at the venues
- Handled pitches to ensure press media coverage for editorial and business initiatives
- Managed the social media for 5 restaurant brands and updated website content through the CMS
- Managed and mentored junior designer

Senior Graphic Designer / Marketing Liaison

GFP Real Estate

- Managed and coordinated marketing staff; handled logistics for tradeshows
- Cost effectively forecasted & maintained yearly marketing budget; reduced advertising expenses by 54%
- Developed creative for digital and print ads, event signage, direct mail pieces, and email campaigns
- Composed copy for press releases, newsletters, ads, direct mail, social media, and website
- Handled all media planning, special events & creative briefs to facilitate unique ad needs per market
- Maintained and updated website content through the use of a CMS

Creative Marketing Manager, 230 Fifth Avenue

Memory Lane Apparel LLC

- Developed initial concepts into original artwork for apparel
- Created line sheets, postcards and other marketing materials
- Assisted with the production process by preparing specs, approving lab dips, and revising samples
- Maintained an accurate accountability of expenses and sales on QuickBooks
- Communicated with mills and screen printers to ensure deadlines were met

Freelance Designer / Consultant

Enesco

- Set-up showroom visual displays of tabletop and gift items
- Increased showroom sales by acquiring new accounts
- Entered data and customer orders using PeopleSoft software
- Managed showroom and directed temporary help

Assistant Showroom Manager

As an experienced creative professional, I have provided design leadership and art direction for small and large-scale projects across various channels and media, including video, social, web, email, campaigns, events, OOH, and digital and print assets. I have developed creative strategies to address marketing and business objectives, provided creative direction for photo shoots for both product stills and on model photography, and led presentations for brands such as Oracle, Chevron, and VF Corporation, among others.

I have collaborated with copywriters, video editors, and designers to build creative solutions to address specific project objectives, ensuring brand guidelines and directives are embraced and adhered to in all executions. I have also mentored and managed designers and creatives, fostering a culture of innovation and excellence. I have a strong domain expertise in B2B, B2C, and DTC branding and design for digital and print, as well as UX, video, social media, and animation. I am fluent in English and Spanish, and proficient in various design tools and platforms.

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Ashley Faus's LinkedIn Performance

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