Rafael Schwarz

Board Advisor & NED | FMCG, Media, MarTech, Digital | CRO & CMO | B2B & B2C Growth Strategy | Social Media & Creator Economy | 25y track record as GTM, Sales & Marketing Leader | ex P&G, Mars, Reckitt

Senior Board Advisor & Commercial Strategist with 20+ years track record developing teams and driving business growth for leading brands, agencies, and platforms across consumer goods, media, and digital sectors.

Proven track record in business strategy development, P&L ownership (€500M+), end-to-end sales leadership, omnichannel marketing, e-commerce acceleration, organizational transformation and cross functional leadership & talent development. 

My passion lies in building high-performing teams, forging strategic partnerships, and shaping the future of the marketing industry. I bring a unique blend of strategic vision and hands-on execution, with a strong track record in digital transformation, innovation, and business development.

EXPERTISE: 20+ years’ expertise in business strategy, change management, GTM & marketing & sales leadership, innovation management and P&L delivery. International FMCG and Social Media thought leader and CEO/board advisor with strategic experience underpinned by pragmatic, hands-on approach and passion to win. Results driven, entrepreneurial and internationally experienced commercial leader, start-up advisor, senior business development, AI transformation and growth strategy specialist.

COMPETENCIES:
General Management * Marketing & Sales Strategy * Organisation Development * Leadership
Go to Market Models * Revenue Generation * Customer Acquisition * Product Innovation * AI
Digital Transformation * Return on Investment * P&L Management * Business Development
Creator Economy * Social Commerce * International Leadership * E-Commerce & DTC & Retail
Business Transformation * Key Account Management * Brand Positioning * Word-of-Mouth
Board Member * Advertising & Communication * Change Management * Influencer Marketing
Martech & Adtech * Team Development * Coaching & Mentoring * Artifical Intelligence
Board & Advisory Leadership * Governance & Strategic Oversight * Advocacy & Policy Influence

INDUSTRY FOCUS: 
B2C: FMCG & CPG, Cosmetics & Beauty, Food & Beverage, Health Care & OTC, Laundry & Cleaning, 
B2B: Media & Advertising, MarTech & AdTech, Digital & Social & Creative Agencies, SaaS

Connect with me on LinkedIN to engage on business development strategies, the future of advertising & marketing, social media & creator economy, and high performance organisational leadership & transformation.

Chief Revenue Officer | International Board Member | VP Sales & Marketing

TERRITORY Influence is the leading full service influencer marketing agency in Europe, serving clients with influencer solutions, data & SaaS technology, strategy consulting, campaign execution & measurement across all type of influencers (from nano to micro, from macro to celebrity influencer).

Reckitt outperforms in 2025 after major restructure

Reckitt Benckiser has exceeded expectations in 2025, with its core power brands – including Durex and Dettol – delivering 5.2% growth following the company’s strategic restructuring efforts.

"2025 has been a strong year with performance ahead of our expectations, driven by very strong growth in Emerging Markets. We have more work to do but our geographic footprint, portfolio of Powerbrands and focused organisational structure have strengthened our ability to deliver sustainable long-term growth," explained CEO Kris Licht. 

𝐅𝐘 𝐑𝐞𝐬𝐮𝐥𝐭𝐬 𝐛𝐲 𝐒𝐞𝐠𝐦𝐞𝐧𝐭𝐬
- Self Care: £3,306m NR; OSG: +3.0% (Vol: -1.7%; P/M: +4.7%)
- Germ: £3,224m NR; OSG: +8.4% (Vol: +6.1%; P/M: +2.3%)
- Household: £2,189m NR; OSG: -0.4% (Vol: -1.2%; P/M: +0.8%)
- Intimate: £1,515m NR; OSG: +12.5% (Vol: +3.4%; P/M: +9.1%)
- Nutrition: £2,119m NR; OSG: +3.8% (Vol: -2.3%; P/M: +6.1%)

These results reflect the impact of last years sale of 75 Essential Home brands to private equity investor Advent and new organisational structure (with my friends Jérôme Lemaire, Nitish Kapoor and Eric Gilliot leading North America, Emerging Marketing and Europe respectively).

Wishing all my friends and former colleagues at Reckitt all the best for 2026.

Reckitt 2025 results and Strategy Outlook

On international women's day, I want to thank every female colleague, employee and manager who made an impact on my career.

I would particularly like to thank the following inspirational women, who shaped my view of marketing, sales and leadership:

Former and current Procter & Gamble leaders Taide Guajardo, Therese Fiala, Gabi Schupp and Christina Holweg

Former and current Reckitt peers Anne Engérant, Carine J., Sabrina Geremia, Almudena Rein, Mini Pinto, Susanne Wallraff and Alison Radford

Former Mars executives Jane Wakely, Jacqui Stephenson, Michele (Mitch) Oliver

Former and current Henkel executives Tina Mueller, Friederike Orbea, Claudia Vanselow, Melanie Hübschen, Sylvie Nicol, Esther Kumpan-Bahrami, Gesa Geissel, Claudia Hundeiker and Marie-Eve Schroeder

Former Territory colleagues Vanessa Sonders, Marion Binder, Imke Huber, Anna Wéber, Monika Farkas, Lorenza Campitelli, Marie Chaissac, Delphine BENEDIC, Sabrina Prumbs, Ramona Meier and Pascale Vigener

wishing you all a happy women's day #IWD26

Why are bosses mandating 𝟓 𝐝𝐚𝐲𝐬 𝐢𝐧 𝐭𝐡𝐞 𝐨𝐟𝐟𝐢𝐜𝐞, when this is the least popular way to work?

It might seem like an exaggeration when I say this, but there has never been one person I’ve ever spoken with who has ever said to me, “I prefer to work 5 days a week in the office” (over a hybrid, or fully remote work schedule). Not one person. Not ever.

And this correlates with what recent Gallup research shows as well, which found that only ~7% of professionals prefer a fully on-site / in-office environment. 
🏢 6% of Gen Z prefer fully onsite
🏢 4% of Millennials prefer fully onsite
🏢 9% of Gen X prefer fully onsite
🏢 10% of Baby Boomers prefer fully onsite

𝙎𝙤 𝙬𝙝𝙖𝙩 𝙬𝙤𝙧𝙠 𝙘𝙤𝙣𝙨𝙩𝙧𝙪𝙘𝙩 𝙙𝙤 𝙢𝙤𝙨𝙩 𝙥𝙧𝙤𝙛𝙚𝙨𝙨𝙞𝙤𝙣𝙖𝙡𝙨 𝙥𝙧𝙚𝙛𝙚𝙧 𝙞𝙣𝙨𝙩𝙚𝙖𝙙?
Acc. to the study, hybrid work is most popular with employees, consistently ranking at-or-above 70% as the preferred approach; followed by 20% or more preferring remote work (with those preferring fully-onsite / in-office work lagging far behind at ~7%).

𝙎𝙤 𝙬𝙝𝙮 𝙖𝙧𝙚 𝙨𝙤𝙢𝙚 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙛𝙤𝙧𝙘𝙞𝙣𝙜 𝙩𝙝𝙚𝙞𝙧 𝙚𝙢𝙥𝙡𝙤𝙮𝙚𝙚𝙨 𝙩𝙤 𝙗𝙚 𝙞𝙣 𝙩𝙝𝙚 𝙤𝙛𝙛𝙞𝙘𝙚 5 𝙙𝙖𝙮𝙨 𝙖 𝙬𝙚𝙚𝙠, 𝙬𝙝𝙚𝙣 𝙛𝙪𝙡𝙡𝙮-𝙤𝙣𝙨𝙞𝙩𝙚 / 𝙞𝙣-𝙤𝙛𝙛𝙞𝙘𝙚 𝙞𝙨 𝙩𝙝𝙚 𝙡𝙚𝙖𝙨𝙩 𝙥𝙤𝙥𝙪𝙡𝙖𝙧 𝙖𝙥𝙥𝙧𝙤𝙖𝙘𝙝 𝙬𝙞𝙩𝙝 𝙬𝙤𝙧𝙠𝙚𝙧𝙨, 𝙗𝙮 𝙛𝙖𝙧?
⁉️ Maybe companies are getting undue pressure from the government to get people back in the office (to help drive local tax dollars)?
⁉️ Maybe some companies are run by old-school executives who are still stuck in a 1990’s mindset, and who are laggards when it comes to embracing change?
⁉️ Maybe some companies feel emboldened by (and less exposed in) the current soft job market, and can exert their will on employees without fear of attrition?
⁉️ Or maybe some companies force a 5-day in-office policy as an indirect and passive way to reduce staff size, as they know some employees will leave their job over it (and that it’s easier to have people proactively leave than it is to do layoffs)?

Whatever the reason, and regardless of why some companies do what they do, I’m 100% convinced that those companies that focus on optimizing flex work arrangements (rather than eliminating them) will establish a talent advantage over employers who choose a full-time in-office approach.

#HR #leadership #hybridwork

PepsiCo’s first creator-led product launch reimagines chips for Gen Z.

PepsiCo launched its first #creator led product line in collaboration with Madison Beer, iShowSpeed and Dude Perfect.

The collaboration looks to engage Gen Z on #socialmedia platforms where the cohort discovers products, like Instagram and TikTok, to close the gap between creator content, cultural moments and online checkout.

PepsiCo's Flavor Swap platform demonstrates how social-first campaigns are informing product innovation and represents the company’s first product drop on TikTok Shop.

“Flavor Swap is a campaign full of ‘firsts.’ The first time we’ve remixed these iconic flavors onto unexpected chips. The first time we teamed up with some of today’s biggest #creators to help us launch and put their own spin on PepsiCo’s legendary brands. The first time we’ve executed a truly social-first campaign to debut an iconic flavor drop,” said Chris Bellinger, chief creative officer at PepsiCo Foods U.S

#FMCG #marketing

I boost FMCG brand growth by activating thousands of influencer (nano/micro/macro/star) to deliver measurable sales impact, market share and penetration gains by leveraging data, technology and creativity. My team of 30+ experts across Europe provides strategic consulting, campaign management, creative concepts and SaaS technology to manage P2P advocacy across online (Facebook, Instagram, YouTube, TikTok, Pinterest), offline (word-of-mouth, trial, sampling) and e-commerce (online traffic, ratings&reviews, live shopping, social commerce) channels.

EXPERTISE: 20+ years’ expertise in business strategy, change management, marketing & sales leadership, innovation management and P&L delivery. International FMCG and Social Media thought leader and CEO/CMO advisor with strategic experience underpinned by pragmatic, hands-on approach and passion to win. Results driven, entrepreneurial and internationally experienced commercial leader, senior business development, digital transformation and growth strategy specialist.

COMPETENCIES:
General Management * Marketing & Sales Strategy * Organisation Development * Leadership
Go to Market Models * Revenue Generation * Customer Acquisition * Product Innovation
Digital Transformation * Return on Investment * P&L Management * Business Development
Direct-to-Consumer * Social Commerce * International Leadership * E-Commerce & Retail
Business Transformation * Key Account Management * Brand Positioning * Word-of-Mouth
Board Member * Advertising & Communication * Change Management * Influencer Marketing

INDUSTRY FOCUS: FMCG & CPG, Cosmetics & Beauty, Food & Beverage, Health Care & OTC, Laundry & Cleaning, Media & Advertising, MarTech & AdTech, Digital & Social & Creative Agencies

Connect with me on LinkedIN to engage on business development strategies, the future of advertising & marketing, social media & digital transformation and high performance organisational leadership.

CRM is dead. Long live AI ?!?

Most #B2B companies have excellent CRM data. And yet they still set the wrong priorities. Why?

Because most leadership teams still use their #CRM as a documentation system – not as a decision-making tool.

CRM tells you what happened. But it doesn't tell you what you should do now. And that's where the problem begins. 500 accounts. Equal attention.

A company manages 500 active B2B accounts.
-All neatly maintained in CRM.
-All with activities.
-All with potential.

Without AI enabled insights and decision making, the following happens:
=> #Sales prioritizes based on gut feeling.
=> #Marketing runs broad campaigns.
=> Resources are distributed randomly.

The pipeline looks good. Efficiency does not.

This is where #AI comes in. Not as a text generator. But as decision-making support.

AI analyzes:
=> Engagement data
=> Product usage
=> Contract terms
=> Service tickets
=> Opportunity history

And calculates:
📈 Probability of closing
💵 Upsell potential
📉 Churn risk

The result? Of 500 accounts:
→ 22 are ready to close
→ 17 have a high risk of churn
→ 31 have a realistic cross-sell window

Suddenly it becomes clear:
- Not all accounts are equally valuable.
- Not all require the same measures.
=> And that is precisely what AI reasoning supports CROs and sales leaders with.

The future belongs to companies that build a real decisioning system based on #data + #AI. Because growth does not come from more data. It comes from better decisions. 

#AI #leadership

Bayer | Consumer Health improved paid media productivity with small tweaks in digital campaign set-up. 

Groundbreaking research by Prof. dr. Koen Pauwels, recently published in ''Applied Marketing Analytics'', shows that even small tweaks in #media precision, like optimizing how often people see an ad, can reduce spend while keeping campaigns effective and brand-safe. 
 
The media team at Bayer tested this approach with the support of Adfidence, achieving a 5% increase in media productivity and allowing them to reinvest those savings to reach more consumers with credible self‑care information.
 
CMOs that take care of #advertising basics - most importantly creative and campaign setup - are saving millions in budget, while improving marketing impact. 

More insights in att case study, as well as my own dedicated Forbes article in the comments below.

Bayer Media excellence case study

WPP’s new YouTube data deal just changed the #InfluencerMarketing Game — and marketing leaders should be paying attention!

The #creatoreconomy is no longer a “test and learn” playground — it’s becoming a precision-led, data‑driven media channel. And WPP just signaled what the next era will look like.

WPP Media has secured direct access to non‑public YouTube #creator data through an expanded partnership with Google — unlocking a level of intelligence brands have never had before.

This isn’t just another partnership announcement. It’s a strategic reset.

💥 Why this matters for the future of #socialmediamarketing:

1. Precision in a previously fragmented space
The #creator economy has exploded, but fragmentation has made effective investment hard. WPP’s move aims to fix that — enabling highly accurate creator‑brand matchmaking, informed by both paid and organic performance metrics. The The Goat Agency, WPP’s influencer unit, is among the first globally to integrate YouTube’s new creator API.

2. AI‑powered planning meets creator insights
This new data flows directly into WPP Open, the company’s #AI operating system, empowering teams to identify emerging trends, rising creators, and content patterns before they scale. That means brands can shape campaigns based on predictive signals — not lagging metrics. 

3. Influencer marketing finally becomes measurable at scale
WPP frames this integration as a way to deliver a single, transparent view of performance — solving one of the biggest frustrations for CMOs who’ve struggled to justify #influencer budgets with hard metrics. 

4. YouTube is becoming the next mass‑reach channel
More consumers are watching YouTube on living room screens, directly competing with traditional TV. For FMCG categories that rely on broad awareness and mental availability, this shift is profound — and data‑rich creator content may increasingly outperform traditional reach buys. 

The bigger signal to the #advertising industry: WPP isn't just enriching an influencer offering — it's setting the blueprint for data-led creator #media planning, at a moment when U.S. creator economy spend is forecast to hit $37B in 2025. 

The message to brands is clear: #InfluencerMarketing is moving from experimentation to engineered performance. And CMOs who still treat creator content as tactical add-ons risk falling behind those who treat it like a full‑funnel media channel powered by deep audience intelligence.

𝓘𝓼 𝓐𝓘 𝓪𝓵𝓻𝓮𝓪𝓭𝔂 𝓮𝓪𝓽𝓲𝓷𝓰 𝓶𝓪𝓻𝓴𝓮𝓽𝓲𝓷𝓰 𝓳𝓸𝓫𝓼?

New research by NewtonX shows that marketing layoffs attributed to #AI remain limited, even as expectations for faster, higher-volume output have risen.

However, a majority of #marketing professionals said their day-to-day responsibilities have already shifted, with expectations rising around speed, complexity, and output.

The NewtonX survey collected responses from 501 #advertising decision-makers in the U.S. and Canada, split between 82% brand marketers and 18% agency leaders.

How do you see #genAI impacting jobs in the marketing & advertising industry in 2026?

✨ The Power of Diversity & Inclusion in Business ✨

In today’s rapidly changing world, #diversity and #inclusion aren’t just HR priorities — they’re powerful business drivers. Teams that bring together different backgrounds, perspectives, and experiences consistently make better decisions, spark more innovation, and build stronger connections with customers.

CMOs increasingly recognize the importance of inclusivity in #marketing with nearly 90% of marketers recently stating that accessibility and inclusivity will be very important in shaping the future of marketing. Marketing teams that prioritize #accessibility - captions, audio descriptions, and inclusive representation—are not only compliant but also more competitive.

More insights regarding the business and financial case for #DEI in marketing, in my recent deep-dive article (link attached below).

#InclusiveMarketing

𝐒𝐚𝐥𝐞𝐬 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩 𝐢𝐧 𝟐𝟎𝟐𝟔 𝐢𝐬 𝐡𝐚𝐫𝐝 - more than 2/3 of B2B organisations might miss their forecast in Q1.

#RevOps teams are larger then ever (spanning marketing, product, sales, customer success, legal, etc) - each using their own tools, with customer insights and data often sitting in silos. 

More tools might hence actually do more harm, then help #sales team generate more revenues.

Organisations that are synchronizing all customer interactions with the help of contextual AI achieve greater #GTM alignment, and ...
✅ achieve 54% higher growth, and are
✅ 144% more likely to hit their forecasts.

Do you need help to understand the #AI readiness in your commercial organisation? Reach out to my former team member Dr. Andreas Koller for an expert audit and assessment. 

#CRO #leadership

Strategic Shifts at Mondelēz: New Leadership, Creative Reviews, and the AI Frontier

The world of snacking is entering a new chapter, and Mondelēz International is leading the charge with a series of bold strategic moves. With the recent announcement of a key #leadership hire and a "refreshed creative direction" on the horizon, the company behind Oreo and Ritz is navigating an increasingly  complex #FMCG market by prioritizing innovation and brand resilience.

𝐃𝐫𝐢𝐯𝐢𝐧𝐠 𝐭𝐡𝐞 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐄𝐱𝐩𝐞𝐫𝐢𝐞𝐧𝐜𝐞
The industry is closely watching the appointment of Travis W Freeman as the new SVP of Consumer Experience. Freeman, who joins from Inspire Brands Group with a background at tech giants like Twitter and Uber, is set to oversee a significant transformation in how the company engages with its audience. 

Coinciding with his arrival, Mondelēz has confirmed an #advertising agency review for its U.S. portfolio, which includes heavy hitters like Oreo, Ritz, Chips Ahoy, and BelVita. This shift suggests a new creative era is coming, aimed at modernizing brand perception and driving growth in traditional categories.

𝐑𝐞𝐬𝐢𝐥𝐢𝐞𝐧𝐜𝐞 𝐢𝐧 𝐭𝐡𝐞 𝐏&𝐋
Mondelēz’s Q4 2025 earnings report reveals a company that is holding strong despite a "dynamic and challenging" environment. Key financial highlights include:
✅ +5.1% Q4 Organic Net Revenue Growth, demonstrating continued demand for iconic snacks.
✅ $3.2 Billion in Free Cash Flow generated throughout 2025.
✅ A return of $4.9 billion to shareholders, reflecting disciplined capital allocation.

While unprecedented cocoa costs have pressured overall profitability, CEO Dirk Van de Put remains confident in the company's long-term prospects, doubling down on #marketing investments and structural cost savings to ensure multi-year value creation.

𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐚𝐭 𝐭𝐡𝐞 𝐒𝐩𝐞𝐞𝐝 𝐨𝐟 𝐀𝐈
To maintain its competitive edge, Mondelēz is leaning heavily into #genAI. Through its AIDA platform, developed with support from Publicis Groupe and Accenture, the company is accelerating content production to be faster and more cost-effective. This technological investment is a cornerstone of Mondelēz’s strategy to stay "culturally nimble" and assert control as #AI fundamentally rewrites the advertising playbook.

𝐋𝐨𝐨𝐤𝐢𝐧𝐠 𝐀𝐡𝐞𝐚𝐝 𝐭𝐨 𝟐𝟎𝟐𝟔
Mondelēz is demonstrating how a global #food giant can remain agile. By pairing seasoned leadership with AI-driven marketing and fiscal discipline, they are setting a benchmark for the snacking industry in 2026 and beyond.

Mondelez Financial Results 2025 and Strategy Outlook

M&A in the #advertising industry might increase for social, influencer and creator-led agencies due to the convergence of commerce and social media.

Research from advisory firm Moore Kingston Smith (MKS) shows that buyers are increasingly interested in acquiring agencies with sports, #influencer and media-buying capabilities. 

“That’s reflective of broader trends in the market around data, influencer and social capabilities being particularly sought after, as ecommerce and social influencer trends have impacted on the M&A market,” comments MKS expert Paul Winterflood.

The trend suggests that investors and holding companies see value in agencies that blend sports and influencer expertise with #data and #AI. As budgets migrate to digital and social channels, M&A could accelerate consolidation around firms offering measurement sophistication, first-party data integration, and #creator capabilities.

Publicis’s $500 million acquisition of Influential, an AI-driven #InfluencerMarketing platform, or Stagwell´s acquisitions of influencer & social commerce agency LEADERS are good examples for this trend. 

Are you a founder or agency owner looking for an exit? 

STS Capital Partners support entrepreneurial business owners on the journey to achieve maximum valuation, create legacy, and realize true strategic value.

With proven M&A success in the marketing & advertising industry, we provide expert guidance and divestiture services to help you sell to strategic buyers, and manage the full exit process with confidence.

Connect with me today for a confidential discussion.

Us retailer Target will be among the first advertisers to pilot contextual ads in OpenAI’s popular ChatGPT program.

The retailer will run ads promoting both its own business and those of brand partners via its #retailmedia network.

Target emphasized that its #advertising won’t influence the chatbot’s responses in any way, a sticking point for skeptics, and that ads from its brand and Roundel partners will be transparently labeled. 

The #retailer also confirmed that online traffic driven to its site by ChatGPT is already growing 40% monthly on average, making advertising through the service a natural next step.

Several other brands and agencies have jumped at the opportunity to advertise in ChatGPT as its base surpasses 800 million weekly active users. WPP Media earlier this month said clients including Adobe, Audible, Ford Motor Company and Mazda North American Operations would participate in the ChatGPT ad pilots.

#AI #advertising

𝐌𝐞𝐝𝐢𝐚 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦𝐬 𝐫𝐞𝐬𝐩𝐨𝐧𝐝 𝐭𝐨 𝐀𝐈 “𝐬𝐥𝐨𝐩” 𝐜𝐨𝐧𝐜𝐞𝐫𝐧𝐬 𝐛𝐲 𝐮𝐬𝐞𝐫𝐬.

Consumers are overwhelmed by #AI generated content. Several #media platforms are adjusting their products to reduce “AI slop.”
  
📌 Pinterest introduced a “tuner” that lets users control how much AI‑created content appears in their feed. 

🎬 TikTok is testing settings that allow users to adjust the portion of AI‑generated videos in the “For You” feed.

🎵 Music streamer Deezer is labeling AI‑generated songs to help listeners differentiate them .

Trust and differentiation will define the next phase. For brands, this means the quality of #creator partnerships and the authenticity of #content will matter more than ever.

𝟖𝟎% 𝐨𝐟 𝐦𝐚𝐫𝐤𝐞𝐭𝐞𝐫𝐬 𝐚𝐫𝐞 𝐫𝐞𝐚𝐥𝐥𝐨𝐜𝐚𝐭𝐢𝐧𝐠 𝐟𝐮𝐧𝐝𝐬 𝐟𝐫𝐨𝐦 𝐭𝐫𝐚𝐝𝐢𝐭𝐢𝐨𝐧𝐚𝐥 𝐜𝐡𝐚𝐧𝐧𝐞𝐥𝐬 𝐭𝐨 𝐬𝐨𝐜𝐢𝐚𝐥 𝐦𝐞𝐝𝐢𝐚 𝐢𝐧 𝟐𝟎𝟐𝟔.

Social-first brands use social media to listen, learn and stay connected to culture as it unfolds. These brands treat #socialmedia and social intelligence as inputs for broader business decisions, and over time, this approach helps them build stronger communities, deepen loyalty and drive measurable business impact.

Rather than using social media as a megaphone, social-first brands stay connected to daily culture by showing up consistently in broad and niche communities.

Here are three examples of brands improving customer experience and driving business growth by redefining online #culture:

🎵  Streaming platform Spotify uses listening #data and social insights to understand what resonates with audiences and translate that into cultural relevance at scale.

⚒️  Collaborative workspace Notion stands out for its strong investment in its #community and for using audience feedback to shape education and product support.

🥤  PepsiCo capitalizes on cultural moments by having a strong long-term vision for each of their #brand story arc's.

According to my friend Elisa Pogliano "the real advantage comes when long-term brand stewardship and cultural agility stop competing for attention and start informing each other. The teams winning with younger audiences are the ones turning that tension into a repeatable operating system."

More insights for #marketing team aiming to “𝐦𝐨𝐯e 𝐚𝐭 𝐭𝐡𝐞 𝐬𝐩𝐞𝐞𝐝 𝐨𝐟 𝐜𝐮𝐥𝐭𝐮𝐫𝐞” to engage with younger audiences on social, attached in the comments below.

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