{"href":"http://player.captivate.fm/services/oembed?url=http%3A%2F%2Fplayer.captivate.fm%2Fepisode%2Fe2b60dc7-1fc4-4ff6-9dad-e101481b1954","version":"1.0","provider_name":"Captivate.FM","provider_url":"https://www.captivate.fm","width":600,"height":200,"type":"rich","html":"<iframe style=\"width: 100%; height: 200px;\" title=\"SBP 075: Trending Tensions In Marketing. With Esther Benzie.\" frameborder=\"0\" scrolling=\"no\" allow=\"clipboard-write\" seamless src=\"http://player.captivate.fm/episode/e2b60dc7-1fc4-4ff6-9dad-e101481b1954\"></iframe>","title":"SBP 075: Trending Tensions In Marketing. With Esther Benzie.","description":"<p>In our latest podcast, we sit with marketing veteran Esther Benzie to explore the evolving marketing landscape. From her experiences at CIBC and P&amp;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&#39; rise, and marketing sustainability&#39;s future. </p>\n<p>Don&#39;t miss this opportunity to learn from one of the industry&#39;s best. Enjoy the episode.</p>\n<p><br></p>\n<p>Our Guest:</p>\n<p>Esther Benzie - https://linkedin.com/in/estherbenzie/</p>\n<p>Senior Marketing Executive</p>\n<p>Formerly the:</p>\n<p>:: VP of Brand and Advertising @ CIBC and</p>\n<p>:: VP Brand Operations @ P&amp;G</p>\n<p>:: Board Member of the AssociationAssociatiom of Canadian Advertisers</p>\n<p><br></p>\n<p>Our Hosts:</p>\n<p>Follow our updates here: \u2060\u2060https://www.linkedin.com/company/sleeping-barber/\u2060\u2060</p>\n<p><br></p>\n<p>Get in touch with our hosts:</p>\n<p>Marc Binkley: \u2060\u2060https://www.linkedin.com/in/marcbinkley/</p>\n<p>Vassilis Douros: \u2060\u2060https://www.linkedin.com/in/vassilisdouros/\u2060</p>\n<p><br></p>\n<p>Timestamps</p>\n<p>0:00 - Opening</p>\n<p>0:44 - Intro to Esther</p>\n<p>4:38 - Learning marketing foundations through CPG</p>\n<p>7:30 - How digital changed marketing departments</p>\n<p>10:30 - The negative impact of digital on creative </p>\n<p>12:19 - Non-Viewable Impressions</p>\n<p>15:20 - Talent Development - Specialists vs Generalists </p>\n<p>22:45 - The shift from brand to performance and back</p>\n<p>30:14 - What got lost in \u201cPerformance Marketing\u201d</p>\n<p>32:40 - How digital advertising change content supply chains</p>\n<p>36:28 - An awakening with performance marketing</p>\n<p>40:25 - Strategic objectives may differ from digital performance indicators</p>\n<p>43:55 - How digital channels like Pinterest align with brand objectives</p>\n<p>47:15 - The evolution of marketing performance metrics</p>\n<p>55:06 - How to find out more about Esther</p>\n<p>Post-Pod with V and Marc</p>\n","thumbnail_width":300,"thumbnail_height":300,"thumbnail_url":"https://artwork.captivate.fm/050c2b01-276c-449c-a55d-2537eb329162/21697713-1718253042335-50c4ec80c2f25.jpg"}