Fame Host (https://fame.so) In Other Words https://podcasts.fame.so/in-other-words https://feeds.fame.so/in-other-words In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation. Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity. In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale. In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform. 🔗 Phrase: https://phrase.com 🔗 Host: Jason Hemingway, Chief Marketing Officer at Phrase — https://www.linkedin.com/in/jasonhemingway Copyrights © 2025 All Rights Reserved by Phrase en Fri, 12 Sep 2025 08:41:09 +0000 Tue, 07 Apr 2026 20:15:18 +0000 https://content.fameapp.so/uploads/yx12kwzq/0c43e130-93ac-11f0-8030-8919803654b3/0c43e230-93ac-11f0-a2bc-9504fc53c718.png In Other Words https://podcasts.fame.so/in-other-words In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation. Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity. In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale. In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform. 🔗 Phrase: https://phrase.com 🔗 Host: Jason Hemingway, Chief Marketing Officer at Phrase — https://www.linkedin.com/in/jasonhemingway Phrase In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation. Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity. In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale. In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform. 🔗 Phrase: https://phrase.com 🔗 Host: Jason Hemingway, Chief Marketing Officer at Phrase — https://www.linkedin.com/in/jasonhemingway No No episodic Phrase In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation. Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity. In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale. In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform. 🔗 Phrase: https://phrase.com 🔗 Host: Jason Hemingway, Chief Marketing Officer at Phrase — https://www.linkedin.com/in/jasonhemingway In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation. Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity. In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale. In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform. 🔗 Phrase: https://phrase.com 🔗 Host: Jason Hemingway, Chief Marketing Officer at Phrase — https://www.linkedin.com/in/jasonhemingway Jason Hemingway, Phrase Jason Hemingway team@fame.so No No No Aarron Spinley on CX's $10 trillion blind spot https://podcasts.fame.so/e/18p73w4n-aarron-spinley-on-cx-s-10-trillion-blind-spot Aarron Spinley on CX's $10 trillion blind spot 16 1 No No z1r4x291 Service failure costs businesses over $10 trillion globally, yet most organizations are still relying on shortcuts, surface-level metrics, and technology-led assumptions to manage their customers. As they scale, many lose sight of what a customer base actually is, how it behaves, and what really drives long-term value. In this episode of In Other Words, host Jason Hemingway sits down with Aarron Spinley, co-founder of the Field Bell Institute and author of The Customering Method, to challenge some of the most widely accepted ideas in CX, marketing, and growth. Service failure costs businesses over $10 trillion globally, yet most organizations are still relying on shortcuts, surface-level metrics, and technology-led assumptions to manage their customers. As they scale, many lose sight of what a customer base actually is, how it behaves, and what truly drives long-term value. In this episode of In Other Words, host Jason Hemingway sits down with Aarron Spinley, co-founder of the Field Bell Institute and author of The Customering Method, to challenge some of the most widely accepted ideas in CX, marketing, and growth.

From the questionable science behind NPS to the way marketing automation quietly degrades customer value, Aarron explains how most CX strategies end up oriented to channels and messaging KPIs rather than genuine customer need. He lays out what changes when you treat a customer base as an asset governed by the same principles of scientific management and quality systems that apply to every other asset a business owns.

What You’ll Learn:
  • Why asking customers questions to understand behavior is scientifically invalid
  • How NPS became the most dangerous corporate shortcut in modern business
  • How to reframe customers as an asset
  • The critical difference between marketing strategy and customer management
  • How to measure what actually matters to the Board without surveys or shortcuts
  • Why automation and AI amplify bad decisions at scale

Aarron Spinley is the Co-founder of the Field Bell Institute, Principal at SPINLEY.CO, and Author of The Customering Method, one of the most provocative and evidence-led critiques of modern customer experience thinking in decades. Aarron’s work spans customer science, marketing strategy, risk, and leadership, challenging long-held assumptions about CX, growth, and how organizations actually create (or destroy) customer value.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:
  • 00:00 Introduction
  • 02:20 The Career Path That Shaped Aarron’s View of Customer Value
  • 04:38 The myth of "just ask your customers"
  • 08:58 The Hidden Influence of Technology Vendors on CX Thinking
  • 09:35 Why Customer Bases Should Be Treated Like Business Assets
  • 14:23 What Makes The Customering Method Different
  • 19:04 NPS: the most dangerous corporate shortcut 
  • 22:24 Why Measurement Should Come at the End
  • 26:50 The One Thing Aarron Would Automate
  • 27:25 How Automation Can Degrade Customer Value
  • 31:34 Why the Wrong Incentives Keep Damaging Customer Relationships
  • 34:48 The AI shopper myth
  • 39:24 What CMOs, COOs, and CIOs Need to Get Right First
  • 43:17 Why Fundamentals Matter More Than Tools
  • 44:51 The One Book Every Executive Should Read
  • 45:37 Final Thoughts

Episode Resources:


]]> Thu, 02 Apr 2026 07:54:00 +0000 Phrase Phrase 2814 Service failure costs businesses over $10 trillion globally, yet most organizations are still relying on shortcuts, surface-level metrics, and technology-led assumptions to manage their customers. As they scale, many lose sight of what a customer base actually is, how it behaves, and what really drives long-term value. In this episode of In Other Words, host Jason Hemingway sits down with Aarron Spinley, co-founder of the Field Bell Institute and author of The Customering Method, to challenge some of the most widely accepted ideas in CX, marketing, and growth. Service failure costs businesses over $10 trillion globally, yet most organizations are still relying on shortcuts, surface-level metrics, and technology-led assumptions to manage their customers. As they scale, many lose sight of what a customer base actually is, how it behaves, and what really drives long-term value. In this episode of In Other Words, host Jason Hemingway sits down with Aarron Spinley, co-founder of the Field Bell Institute and author of The Customering Method, to challenge some of the most widely accepted ideas in CX, marketing, and growth. No No Building a scalable content engine for global growth https://podcasts.fame.so/e/489m1jm8-building-a-scalable-content-engine-for-global-growth Building a scalable content engine for global growth 15 1 No No v17rxwr0 Fourteen years of scaling content at Booking.com revealed an uncomfortable truth: content and localization remain extraordinarily complex, and technology alone won't change that. In this episode of In Other Words, host Jason Hemingway is joined by Chris Dell, who built and ran Booking.com's 400-person global content operation across 45 locations and 46 languages, and now advises enterprises on sustainable growth. Fourteen years of scaling content at Booking.com revealed an uncomfortable truth: content and localization remain extraordinarily complex, and technology alone won't change that. In this episode of In Other Words, host Jason Hemingway is joined by Chris Dell. Chris built and ran Booking.com's 400-person global content operation across 45 locations and 46 languages. He now advises and coaches enterprises on sustainable growth.

Chris talks openly about the operating philosophy that kept Booking.com's content engine running through explosive growth. He explains why the human layer is almost always the first thing to break under pressure, and how local teams with decision-making authority outperformed centralized control during peak demand. He makes the case that the earliest signs of operational friction are picked up through teams long before they appear in dashboards.

He also challenges the assumption that AI has solved the content and localization problem. Most adoption, he argues, is performative. It's driven by investor expectations rather than genuine business needs. And the complexity it introduces, from model degradation to broken APIs to disappearing institutional knowledge, is consistently underestimated.

What You’ll Learn:

  • How to stress-test content processes for scale by identifying the single bottleneck that will fail first and addressing it before growth forces the issue.
  • Why decentralizing quality and prioritization decisions to local teams produces better results than top-down governance.
  • How reporting lines shape the way content is understood by leadership, and how to use that to your advantage.
  • What localization leaders can do to build strategic visibility and influence even when resource constraints make it feel impossible.
  • Why measurement must move beyond operational metrics like cost and turnaround time toward cross-functional impact indicators. 
  • Where AI has clear near-term value in content operations, and where it remains overhyped, underprepared, and deployed for the wrong reasons.

Chris Dell is an expert in global content operations and organizational leadership with fourteen years of experience building and scaling enterprise content teams at Booking.com, where he led a 400-person in-house content agency responsible for multilingual content delivery across 45 locations worldwide. Chris specializes in helping organizations build sustainable scaling strategies, develop leaders, and execute strategic narratives that drive measurable business impact.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Introduction
  • 02:13 From Art History to Global Content Leadership
  • 04:39 Content as a Business System
  • 07:17 Stress-Testing for 10x and 100x Growth
  • 11:03 How Content Slows Growth
  • 12:44 Decentralized Decision-Making at Scale
  • 16:06 Narrative, Purpose, and Leadership Transparency
  • 18:46 Where Content Teams Sit Changes Everything
  • 21:43 The Visibility Trap for Localization Leaders
  • 25:02 The Myth of “AI Solved Translation”
  • 27:38 Measuring Content Beyond Cost and Speed
  • 34:00 AI Adoption Without Business Purpose
  • 37:55 Content Plus Tech Collaboration That Actually Works
  • 41:30 The Future of Content and Localization

Episode Resources:



]]> Thu, 19 Mar 2026 00:59:00 +0000 Phrase Phrase 3374 Fourteen years of scaling content at Booking.com revealed an uncomfortable truth: content and localization remain extraordinarily complex, and technology alone won't change that. In this episode of In Other Words, host Jason Hemingway is joined by Chris Dell, who built and ran Booking.com's 400-person global content operation across 45 locations and 46 languages, and now advises enterprises on sustainable growth. Fourteen years of scaling content at Booking.com revealed an uncomfortable truth: content and localization remain extraordinarily complex, and technology alone won't change that. In this episode of In Other Words, host Jason Hemingway is joined by Chris Dell, who built and ran Booking.com's 400-person global content operation across 45 locations and 46 languages, and now advises enterprises on sustainable growth. No No The 10-second customer journey and how to remove friction fast https://phrase.com/podcast/episode/the-10-second-customer-journey-and-how-to-remove-friction-fast/ The 10-second customer journey and how to remove friction fast 14 1 No No x06r3840 Buying decisions don’t happen in neat, linear funnels anymore. They happen in seconds. In this episode of In Other Words, host Jason Hemingway is joined by Todd Unger, Chief Experience Officer at the American Medical Association and best-selling author of The 10-Second Customer Journey. They explore what Todd calls the Tornado Funnel, where the entire customer journey compresses into a single moment of decision. When that moment hits, friction decides who wins. Todd offers a clear view of what it takes to compete when every second counts. Buying decisions don’t happen in neat, linear funnels anymore. They happen in seconds. In this episode of In Other Words, host Jason Hemingway is joined by Todd Unger, Chief Experience Officer at the American Medical Association and best-selling author of The 10-Second Customer Journey. They explore what Todd calls the Tornado Funnel, where the entire customer journey compresses into a single moment of decision. When that moment hits, friction decides who wins.

Drawing on a career that spans media, ecommerce, and healthcare, Todd explains how growth now depends on integrating marketing, product, commerce, and service into a single, connected system that removes friction before the customer feels it. When those elements are misaligned, friction creeps in, and in a ten-second decision window, friction costs revenue. 

From eliminating hidden barriers in digital journeys to using AI to scale personalization and detect breakdowns in real time, Todd offers a clear view of what it takes to compete when every second counts.

What You’ll Learn:

  • Why removing friction across departments is non-negotiable for growth
  • The authentication problem that kills activation rates
  • How to build a win-win culture for digital transformation
  • Why AI-powered friction detection outperforms manual audits
  • The personalization evolution from database targeting to AI-enabled one-to-one delivery

Todd Unger is the Chief Experience Officer at the American Medical Association, renowned for his expertise in customer experience strategy, digital transformation, and growth marketing. With a diverse career spanning consumer marketing at AOL and Time, digital product development, e-commerce, and membership-driven organizations, Todd has pioneered the integration of marketing, product, commerce, and sales to create seamless customer journeys. He is the bestselling author of “The 10-Second Customer Journey,” which redefines how organizations approach rapid decision-making and friction reduction in the digital age.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Introduction
  • 00:58 The Career Path That Makes Sense Later
  • 03:22 What Is the Tornado Funnel?
  • 06:02 Old-School Positioning, Modern Toolsets
  • 07:42 The Enterprise Problem
  • 09:48 The Evolution of Personalization
  • 11:43 Content Strategy in an Age of AI and Discoverability
  • 13:54 Understanding Friction Across the Customer Journey
  • 16:27 Removing Login Barriers to Increase Engagement
  • 19:17 Driving Collaboration Across Enterprise Teams
  • 21:08 Automating Low-Value Work to Improve Focus
  • 22:09 Where AI Delivers Immediate Impact in CX
  • 24:55 Responsible AI Adoption in Regulated Industries
  • 28:24 Building a Culture of Experimentation and Testing
  • 31:01 Enabling Global Growth Through platform partnerships
  • 33:03 Balancing Short-Term Wins with Long-Term Transformation
  • 37:04 Defining Global Growth in a Boundaryless World

Episode Resources:




]]> Thu, 05 Mar 2026 08:53:00 +0000 Phrase Phrase 2352 Buying decisions don’t happen in neat, linear funnels anymore. They happen in seconds. In this episode of In Other Words, host Jason Hemingway is joined by Todd Unger, Chief Experience Officer at the American Medical Association and best-selling author of The 10-Second Customer Journey. They explore what Todd calls the Tornado Funnel, where the entire customer journey compresses into a single moment of decision. When that moment hits, friction decides who wins. Todd offers a clear view of what it takes to compete when every second counts. Buying decisions don’t happen in neat, linear funnels anymore. They happen in seconds. In this episode of In Other Words, host Jason Hemingway is joined by Todd Unger, Chief Experience Officer at the American Medical Association and best-selling author of The 10-Second Customer Journey. They explore what Todd calls the Tornado Funnel, where the entire customer journey compresses into a single moment of decision. When that moment hits, friction decides who wins. Todd offers a clear view of what it takes to compete when every second counts. No No Turning words into experiences that travel https://phrase.com/podcast/episode/turning-words-into-experiences-that-travel/ Turning words into experiences that travel 13 1 No No z0r4rnm0 How do you scale a brand voice globally without sounding cloned or accidentally breaking trust in the moments that matter most? In this episode of In Other Words, host Jason Hemingway is joined by Freddie Braun, Localization and International Content Lead at Monzo Bank, about the role global content plays in building trusted customer experiences at scale. They discuss how thoughtful localization can scale global content without losing brand voice, trust, or local relevance. From fintech onboarding to incident communications, they explore the moments where language drives customer action, plus how AI can speed production while human review protects credibility. How do you scale a brand voice globally without sounding cloned or accidentally breaking trust in the moments that matter most? In this episode of In Other Words, host Jason Hemingway is joined by Freddie Braun, Localization and International Content Lead at Monzo Bank, about the role global content plays in building trusted customer experiences at scale. They discuss how thoughtful localization can scale global content without losing brand voice, trust, or local relevance. From fintech onboarding to incident communications, they explore the moments where language drives customer action, plus how AI can speed production while human review protects credibility.

Freddie’s background spans editorial and fintech, with leadership roles at Monzo and Klarna and global adaptations work at Condé Nast. He shares why brand voice is not decoration, but a core driver of customer confidence, especially in regulated, high-stakes moments where language shapes action.

The conversation covers how to balance consistency with local relevance, why source content must communicate intent, and how frameworks like tonality matrices help teams scale without losing credibility. Freddie also explains where language has the greatest impact in fintech, from onboarding to incident communications, and why global thinking needs to be designed in from the start.

You will also hear how AI is changing multilingual content, where automation accelerates delivery and where human judgment remains essential. The episode closes with a personal lens on Freddie’s experience as a ‘third culture kid’ and how that shapes his approach to global content and identity.

What You’ll Learn:

  • The 80/20 framework for global consistency
  • Why language decisions are business-critical moments
  • How to build a localization operating system
  • Why localization teams must join planning meetings early
  • How to balance AI acceleration with human credibility

Freddie Braun is a bilingual content leader with a background spanning fintech and global media. He leads international content at Monzo, where he focuses on scaling brand voice and customer communications as the business expands into new markets. Previously, he held senior content and editorial roles at Klarna, Condé Nast, and Net-A-Porter Group. He has pioneered frameworks that help global brands grow while staying culturally credible and consistent. A self-described ‘third culture kid’, Freddie brings a grounded view of how content builds trust and relevance across markets. He is also publishing his debut novel, Golden Boy, reflecting his long-standing interest in voice, identity, and authenticity.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Introduction
  • 01:14 From Psychology to Localization
  • 02:36 80% Global Guardrails, 20% Localized Creativity
  • 04:00 The Tonality Matrix
  • 06:20 The 3 Foundations Before Any Market Launch
  • 08:22 Where Language Drives Action
  • 09:37 The Fintech Trust Trifecta
  • 11:47 Content Drift and Different Truths
  • 12:42 One Brand, Many Places
  • 14:58 Automate the Commute and Slack Summaries
  • 16:04 Content Plus Intent Plus Culture
  • 17:50 Balancing Scale with Credibility
  • 20:03 How Localization Uses Live Signals
  • 22:00 AI in Multilingual Teams
  • 23:06 The Human Guardrails
  • 25:22 Making Localization a Growth Function
  • 26:45 Measuring What Matters
  • 28:58 The New Localization Leader
  • 31:00 Third Culture Kid Lessons
  • 33:28 The Golden Boy: Identity, Belonging, and a Darker Thread
  • 35:01 Rapid Fire Questions

Episode Resources:




]]> Thu, 19 Feb 2026 09:25:00 +0000 Phrase Phrase 2233 How do you scale a brand voice globally without sounding cloned or accidentally breaking trust in the moments that matter most? In this episode of In Other Words, host Jason Hemingway is joined by Freddie Braun, Localization and International Content Lead at Monzo Bank, about the role global content plays in building trusted customer experiences at scale. They discuss how thoughtful localization can scale global content without losing brand voice, trust, or local relevance. From fintech onboarding to incident communications, they explore the moments where language drives customer action, plus how AI can speed production while human review protects credibility. How do you scale a brand voice globally without sounding cloned or accidentally breaking trust in the moments that matter most? In this episode of In Other Words, host Jason Hemingway is joined by Freddie Braun, Localization and International Content Lead at Monzo Bank, about the role global content plays in building trusted customer experiences at scale. They discuss how thoughtful localization can scale global content without losing brand voice, trust, or local relevance. From fintech onboarding to incident communications, they explore the moments where language drives customer action, plus how AI can speed production while human review protects credibility. No No From brand friend-zone to market dominance https://phrase.com/podcast/episode/from-brand-friend-zone-to-market-dominance/ From brand friend-zone to market dominance 12 1 No No m0jpxn90 What happens when a brand earns attention but not affection? It gets stuck in the friend zone. In this episode of In Other Words, host Jason Hemingway sits down with Doug Zarkin, award-winning Retail and Brand Marketing Leader and Author of Moving Your Brand Out of the Friend Zone. They explore why emotional connection drives commercial success, how to build trust through consistent customer experience and the strategies to turn brand advocates into your most powerful marketing asset. The conversation points to a simple truth. Brands do not win by being liked. They win by being trusted, remembered, and chosen, again and again, at scale. What happens when a brand earns attention but not affection? It gets stuck in the friend zone. In this episode of In Other Words, host Jason Hemingway sits down with Doug Zarkin, award-winning Retail and Brand Marketing Leader and Author of Moving Your Brand Out of the Friend Zone. They explore why emotional connection drives commercial success, how to build trust through consistent customer experience and the strategies to turn brand advocates into your most powerful marketing tool. The conversation points to a simple truth. Brands do not win by being liked. They win by being trusted, remembered, and chosen, again and again, at scale.

Doug shares how brands can create genuine emotional connections with customers, scale authentically across markets, and turn human-centered strategy into measurable commercial impact. He revisists the brand fundamentals that separate commodities from beloved brands and how trust is built through consistent customer experience. 

What You’ll Learn:

  • How to design brand experiences that support premium pricing and long-term loyalty
  • Why emotional connection must precede rational messaging
  • Doug’s “Thinking Human” framework that builds one-to-one customer relationships at scale 
  • How to find the story your brand is uniquely positioned to tell
  • Why cultural relevance outperforms one-size-fits-all messaging
  • How to useAI strategically without losing your brand voice
  • The economics of customer retention over acquisition

Doug Zarkin is an award-winning brand strategist known for his expertise in building emotional connections between brands and customers. With a distinguished career spanning agency work at Grey Advertising, leadership roles at iconic brands including Avon, Victoria's Secret Pink and eleven years at Pearle Vision, Doug has helped organizations across retail, healthcare and eyewear drive growth while strengthening customer relationships. Further, his work has resulted in eight consecutive years of double-digit growth at Pearle Vision and recognition as a top-10 franchise brand. He is the author of Moving Your Brand Out of the Friend Zone, a strategic guide to transforming customer interactions through human-centered marketing, making him a bearer of essential knowledge for marketers seeking to differentiate in competitive markets.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Intro
  • 02:23 From Agency to Brand Leadership: Doug Zarkin's Career Journey
  • 06:47 Thinking Human: Reimagining Customer Relationships at Scale
  • 09:53 The Brand Value Equation: Experience Divided by Price
  • 14:46 Scaling Human Connection Across Markets and Channels
  • 23:23 Emotional Decisions First, Rational Support Second
  • 25:55 The Venn Diagram: Where Brand Truths Meet Consumer Truths
  • 27:43 Cultural Storytelling: Think Global, Act Local
  • 29:35 Feeding AI Right: Data Inputs Determine Brand Voice
  • 31:12 Data Informs, But Humans Decide: Ask Better Questions
  • 32:34 The Brand Foundation Before Performance Marketing
  • 34:55 Building Rock-Solid Brand Strategy in the Modern Era
  • 36:46 Listen to Lead: The First Step to Brand Success
  • 37:23 Quick Fire: Growth, Iceland, and Mental Health
  • 39:22 Key Takeaways: From Friend Zone to Brand Love

Episode Resources:




]]> Thu, 05 Feb 2026 08:54:00 +0000 Phrase Phrase 2091 What happens when a brand earns attention but not affection? It gets stuck in the friend zone. In this episode of In Other Words, host Jason Hemingway sits down with Doug Zarkin, award-winning Retail and Brand Marketing Leader and Author of Moving Your Brand Out of the Friend Zone. They explore why emotional connection drives commercial success, how to build trust through consistent customer experience and the strategies to turn brand advocates into your most powerful marketing asset. The conversation points to a simple truth. Brands do not win by being liked. They win by being trusted, remembered, and chosen, again and again, at scale. What happens when a brand earns attention but not affection? It gets stuck in the friend zone. In this episode of In Other Words, host Jason Hemingway sits down with Doug Zarkin, award-winning Retail and Brand Marketing Leader and Author of Moving Your Brand Out of the Friend Zone. They explore why emotional connection drives commercial success, how to build trust through consistent customer experience and the strategies to turn brand advocates into your most powerful marketing asset. The conversation points to a simple truth. Brands do not win by being liked. They win by being trusted, remembered, and chosen, again and again, at scale. No No Why most GTM models fail and how to build one that scales https://phrase.com/podcast/episode/why-most-gtm-models-fail-and-how-to-build-one-that-scales/ Why most GTM models fail and how to build one that scales 11 1 No No 81q3ll81 How can you scale a global go-to-market strategy without losing the human touch? In this episode of In Other Words, host Jason Hemingway speaks with Axel Kirstetter, a global go-to-market and product marketing leader with nearly three decades of experience, about what breaks when teams try to scale across countries and languages using a one size fits all approach. The conversation covers how AI can support (not replace) marketers, and why focus, execution, and regional insight help brands balance central vision with local relevance. How can you scale a global go-to-market strategy without losing the human touch?In this episode of In Other Words, host Jason Hemingway speaks with Axel Kirstetter, a global go-to-market and product marketing leader with nearly three decades of experience, about what breaks when teams try to scale across countries and languages using a one size fits all approach. The conversation covers how AI can support (not replace) marketers, and why focus, execution, and regional insight help brands balance central vision with local relevance.

Building on this foundation, the conversation explores the practical realities of global expansion, from navigating regulatory complexity to understanding local buyer behaviour. Axel shares frameworks for aligning central product marketing with regional teams, including the use of battle cards, market research, and structured feedback loops. We also explore how leaders can prioritize what truly matters by deciding what not to do as markets multiply. For marketers scaling internationally, this discussion offers clear, actionable guidance on turning global ambition into repeatable and locally resonant execution.

What You’ll Learn:

  • How to avoid "lost in translation" messaging with upfront market research 
  • Why infrastructure knowledge matters as much as marketing messaging 
  • The marketing operating system that bridges headquarters strategy and local execution
  • How to leverage AI as a productivity multiplier, not a replacement for human judgment
  • The "focus and execute" leadership principle that transcends geography
  • Why "global growth" is really local expansion repeated country-by-country

Axel Kirstetter is a seasoned global technology leader, bringing nearly three decades of experience building scalable go to market strategies across startups and billion dollar SaaS companies. With extensive experience in regulated industries and international expansion, he has navigated the complexities of launching products across diverse markets, languages, and regulatory environments. A former VP of Product Marketing and Developer Relations at  Guidewire Sotfware, throughout his career, Axel has helped accelerate growth, drive category leadership, and support successful exits across organizations including Merrill Corporation, Datasite, COLT, TomTom, Intralinks, and EIS. Recognized as a Product Marketing Alliance Top 100 Influencer in 2019, 2020, and 2021, he is also a frequent speaker on modern product marketing, including AI adoption, operating models and metrics, launch blueprints, and just in time content operations.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Intro: Scaling Go-to-Market Globally
  • 03:52 Understanding Local Infrastructure Before Global Strategy
  • 08:03 Message Testing and Focus Groups Prevent Costly Missteps
  • 11:41 AI Agents and Human Oversight Transform Team Productivity
  • 19:55 Regional Product Marketing Bridges Global and Local Strategy
  • 29:49 Building Product Marketing Functions Across Regulated Industries
  • 39:39 Focus and Execute: The Foundation of Global Leadership
  • 43:38 Global Growth Is Really Sequential Local Expansion
  • 45:32 Key Takeaways: Scaling with Authenticity and Discipline

Episode Resources:




]]> Thu, 22 Jan 2026 08:48:00 +0000 Phrase Phrase 2103 How can you scale a global go-to-market strategy without losing the human touch? In this episode of In Other Words, host Jason Hemingway speaks with Axel Kirstetter, a global go-to-market and product marketing leader with nearly three decades of experience, about what breaks when teams try to scale across countries and languages using a one size fits all approach. The conversation covers how AI can support (not replace) marketers, and why focus, execution, and regional insight help brands balance central vision with local relevance. How can you scale a global go-to-market strategy without losing the human touch? In this episode of In Other Words, host Jason Hemingway speaks with Axel Kirstetter, a global go-to-market and product marketing leader with nearly three decades of experience, about what breaks when teams try to scale across countries and languages using a one size fits all approach. The conversation covers how AI can support (not replace) marketers, and why focus, execution, and regional insight help brands balance central vision with local relevance. No No Scaling with empathy and AI: The growth balance most brands miss https://phrase.com/podcast/episode/scaling-with-empathy-and-ai-the-growth-balance-most-brands-miss/ Scaling with empathy and AI: The growth balance most brands miss 10 1 No No 71wj46n0 What does it really take to scale marketing across countries, cultures, and customer needs without losing what makes a brand feel human? In this episode of In Other Words, host Jason Hemingway is joined by Christina Bylin, Chief Marketing Officer at CarParts.com, to explore how modern CMOs balance brand-building, performance marketing, and purpose at scale. What does it really take to scale marketing across countries, cultures, and customer needs without losing what makes a brand feel human? In this episode of In other words, host Jason Hemingway is joined by Christina Bylin, Chief Marketing Officer at CarParts.com, to explore how modern CMOs balance brand-building, performance marketing, and purpose at scale.

At CarParts.com, Christina describes a shift from primarily lower-funnel focus toward a fuller approach that includes customer segmentation, brand strategy, and driving customer loyalty.

She shares how purpose and clarity help leaders choose what to prioritize, then adapt execution market by market through testing. The conversation also covers AI in marketing beyond productivity. Christina explains how CarParts.com is using an AI shopping assistant to reduce friction and improve support at scale, and why marketers still need to protect the human voice in creative and customer experience.

What You’ll Learn:

  • How to rebuild marketing from conversion-first to customer-led growth
  • Why customer insight is the fastest path to aligning brand and performance
  • How to maintain a consistent brand purpose globally while remaining flexible in execution
  • Why getting teams into the field matters more than spreadsheets
  • How to use AI as an accelerant without replacing human judgment
  • A simple way to institutionalize experimentation, including budgeting and performance goals

Christina Bylin is Chief Marketing Officer at CarParts, bringing extensive global marketing expertise from industry leaders, including Google, Twitter, Visa, and Procter & Gamble. Known for her ability to blend brand storytelling with measurable growth, she has led the transformation of carparts.com's $700 million ecommerce business by balancing purpose-driven strategy with performance marketing across multiple markets and customer segments.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Introduction
  • 01:27 A Career Built Across the Funnel
  • 02:47 Transforming Marketing in a Price-Sensitive Category
  • 04:23 Data First, Creativity Second
  • 05:11 The CMO as Orchestra Conductor
  • 06:56 What Big Global Brands Get Right
  • 08:41 One Purpose, Many Reasons to Believe
  • 12:37 AI in Action in CarParts
  • 14:26 Where AI Stops and Humans Start
  • 17:12 Advice for CMOs Scaling Globally
  • 18:21 Insights Don’t Live in Spreadsheets
  • 20:54 Making Space for Experimentation

Episode Resources:




]]> Wed, 07 Jan 2026 17:22:00 +0000 Phrase Phrase 1616 What does it really take to scale marketing across countries, cultures, and customer needs without losing what makes a brand feel human? In this episode of In Other Words, host Jason Hemingway is joined by Christina Bylin, Chief Marketing Officer at CarParts.com, to explore how modern CMOs balance brand-building, performance marketing, and purpose at scale. What does it really take to scale marketing across countries, cultures, and customer needs without losing what makes a brand feel human? In this episode of In Other Words, host Jason Hemingway is joined by Christina Bylin, Chief Marketing Officer at CarParts.com, to explore how modern CMOs balance brand-building, performance marketing, and purpose at scale. No No The Data Strategy That Separates Global Winners From The Rest https://phrase.com/podcast/episode/the-data-strategy-that-separates-global-winners-from-the-rest/ The Data Strategy That Separates Global Winners From The Rest 9 1 No No x1l6xlj1 In this episode of In Other Words, Jason Hemingway is joined by Willem Koenders, Global Leader in Data Strategy at ZS, to share what it takes to scale data and AI across markets without losing control. You can buy the latest AI tools in a week. Fixing the data underneath them can take years, and most companies start too late. The result is predictable stalled pilots, inconsistent outputs, and teams forced to work around the data instead of with it. Together, they uncover the governance missteps leaders repeat, how to make data strategy commercially relevant, and why clear accountability is the foundation for speed, trust, and personalization. In this episode of In Other Words, Jason Hemingway is joined by Willem Koenders, Global Leader in Data Strategy at ZS, to get pragmatic about what separates AI progress from AI theater. Willem has guided more than 100 organizations across Europe, the US, Latin America, and Asia through the work of turning data into a business asset that supports growth and resilience.

You can buy the latest AI tools in a week. Fixing the data underneath them can take years, and most companies start too late. The result is predictable stalled pilots, inconsistent outputs, and teams forced to work around the data instead of with it.

Jason and Willem explore why the business case for governance cannot wait, how to balance global standards with local market realities, and what leaders should put in place to reduce risk while increasing speed, especially as AI moves closer to the customer through automation, content generation, and real-time experiences.

What You’ll Learn:

  • How to reframe data governance from a compliance burden into an offensive business capability
  • The critical mistake of postponing the business case for data governance
  • How to make data strategy measurable and commercially relevant
  • How to balance centralized data frameworks with with local regulatory and cultural requirements
  • Why LLMs require curated, dynamic, high-quality proprietary data
  • How to position humans strategically in AI workflows

Willem Koenders is a Global Leader in Data Strategy at ZS, renowned for his work helping enterprises scale operations globally through AI and automation integration. With over a decade of experience working across more than 100 organizations worldwide, he has pioneered approaches to embedding data as a core driver of business value, resilience, and customer relevance.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • [00:00] Introduction
  • [01:32] From Corporate Strategy to Data
  • [03:40] AI Moves From Efficiency to Revenue
  • [06:06] The Two Big Governance Mistakes Everyone Makes
  • [09:34] LLMs Can’t Reflect Your Brand Without Your Data
  • [12:17] Governance as a Growth Engine
  • [19:44] Finding the Human-Machine Balance in Global CX
  • [31:10] Leading Data Teams Across Borders
  • [36:17] AI for Data

Episode Resources:





]]> Wed, 17 Dec 2025 12:00:00 +0000 Phrase Phrase 2285 In this episode of In Other Words, Jason Hemingway is joined by Willem Koenders, Global Leader in Data Strategy at ZS, to share what it takes to scale data and AI across markets without losing control. You can buy the latest AI tools in a week. Fixing the data underneath them can take years, and most companies start too late. The result is predictable stalled pilots, inconsistent outputs, and teams forced to work around the data instead of with it. Together, they uncover the governance missteps leaders repeat, how to make data strategy commercially relevant, and why clear accountability is the foundation for speed, trust, and personalization. In this episode of In Other Words, Jason Hemingway is joined by Willem Koenders, Global Leader in Data Strategy at ZS, to share what it takes to scale data and AI across markets without losing control. You can buy the latest AI tools in a week. Fixing the data underneath them can take years, and most companies start too late. The result is predictable stalled pilots, inconsistent outputs, and teams forced to work around the data instead of with it. Together, they uncover the governance missteps leaders repeat, how to make data strategy commercially relevant, and why clear accountability is the foundation for speed, trust, and personalization. No No Why Localization Belongs In The Boardroom https://phrase.com/podcast/episode/why-localization-belongs-in-the-boardroom/ Why Localization Belongs In The Boardroom 8 1 No No x16rwlr1 Boards obsess over international revenue and growth, then often starve the one function that makes customers actually buy in market. That same myopic view is not just short sighted. It is quietly costing organizations millions in untapped revenue. In this episode of In other words, Nataly Kelly, Chief Marketing Officer at Zappi, joins host Jason Hemingway to explore why localization deserves a permanent seat in the boardroom, how to tie multilingual strategy directly to revenue growth, and the key tactics to build cultural fluency across global markets.
Boards obsess over international revenue and growth, then often starve the one function that makes customers actually buy in market. That same myopic view is not just short sighted. It is quietly costing organizations millions in untapped revenue. In this episode of In other words, Nataly Kelly, Chief Marketing Officer at Zappi, joins host Jason Hemingway to explore why localization deserves a permanent seat in the boardroom, how to tie multilingual strategy directly to revenue growth, and the key tactics to build cultural fluency across global markets.

What You’ll Learn:
  • How to tie localization directly to revenue growth
  • Why internal stakeholder relationships matter more than CEO access
  • The critical difference between translation and true cultural adaptation
  • How to identify high-impact localization opportunities by partnering with teams during their own project cycles
  • Why AI removes translation constraints but amplifies the need for human strategy

Nataly Kelly is one of the best known voices in global growth and localization strategy, with boardroom level experience scaling international marketing in B2B tech. At HubSpot, she helped drive ARR from $170M to $1.7B by leading marketing, international strategy and globalization, turning localization into a lever for acquisition, adoption, and retention across 120 plus countries. She is now CMO at Zappi, founder of Born to Be Global, a regular Harvard Business Review contributor, and co author of Brand Global, Adapt Local.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:


  • 00:00 Introduction
  • 02:44 From Interpreter to CMO
  • 04:44 Localization: Cost Center or Growth Driver?
  • 06:09 Making the Business Case
  • 08:14 Speak CEO, Not Localization
  • 10:27 Influence Is Internal Marketing
  • 13:59 Cultural Fluency in Action
  • 16:46 Overlooked But High Impact
  • 26:10 Strategy Before Tech
  • 28:27 The Real KPI
  • 34:14 AI Unlocks Scale, But Adds New Constraints
  • 36:24 Evolving Roles in the AI Era
  • 38:48 One Word for Global Growth: Interconnectedness.

Episode Resources:





]]> Thu, 11 Dec 2025 08:29:00 +0000 Phrase Phrase 2502 Boards obsess over international revenue and growth, then often starve the one function that makes customers actually buy in market. That same myopic view is not just short sighted. It is quietly costing organizations millions in untapped revenue. In this episode of In other words, Nataly Kelly, Chief Marketing Officer at Zappi, joins host Jason Hemingway to explore why localization deserves a permanent seat in the boardroom, how to tie multilingual strategy directly to revenue growth, and the key tactics to build cultural fluency across global markets. Boards obsess over international revenue and growth, then often starve the one function that makes customers actually buy in market. That same myopic view is not just short sighted. It is quietly costing organizations millions in untapped revenue. In this episode of In other words, Nataly Kelly, Chief Marketing Officer at Zappi, joins host Jason Hemingway to explore why localization deserves a permanent seat in the boardroom, how to tie multilingual strategy directly to revenue growth, and the key tactics to build cultural fluency across global markets. No No Turning Around A Brand Before It’s Too Late https://phrase.com/podcast/episode/turning-around-a-brand-before-its-too-late/ Turning Around A Brand Before It’s Too Late 7 1 No No 41pq6xv0 You’re running a supermarket chain that’s just been rated the worst company to work for in America. Not the worst grocery chain, but the entire country. Employee morale is shattered. Customers are leaving. The board is skeptical. Sales, traffic, margins, and market share are all trending downward. Now, imagine that a year later, that same company wins USA Today’s “America’s Best Supermarket” award. This is exactly what happened at The Fresh Market under the leadership of Kevin Miller, the company’s former Chief Marketing Officer, with over 35 years of experience transforming some of the world’s biggest brands, including McDonald's, Coca-Cola, PepsiCo, and Disney. In this episode of In other words, Kevin joins host Jason Hemingway to explain how a sharp focus on loyalty, data-driven decisions, and connected customer experiences repositioned the brand for long-term success. They explore what effective personalization really looks like, how to scale engagement without losing the local touch that builds loyalty, and why thriving across languages, cultures, and diverse markets is more important than ever.
You’re running a supermarket chain that’s just been rated the worst company to work for in America. Not the worst grocery chain, but the entire country. Employee morale is shattered. Customers are leaving. The board is skeptical. Sales, traffic, margins, and market share are all trending downward. Now, imagine that a year later, that same company wins USA Today’s “America’s Best Supermarket” award.

This is exactly what happened at The Fresh Market under the leadership of Kevin Miller, the company’s former Chief Marketing Officer, with over 35 years of experience transforming some of the world’s biggest brands, including McDonald's, Coca-Cola, PepsiCo, and Disney.

In this episode of In other words, Kevin joins host Jason Hemingway to explain how a sharp focus on loyalty, data-driven decisions, and connected customer experiences repositioned the brand for long-term success. They explore what effective personalization really looks like, how to scale engagement without losing the local touch that builds loyalty, and why thriving across languages, cultures, and diverse markets is more important than ever.

What You’ll Learn:

  • How to reverse-engineer loyalty programs from customer research rather than off-the-shelf solutions
  • Why connecting marketing spend directly to bottom-line impact is the non-negotiable CMO responsibility
  • How to segment customers financially before building engagement programs
  • Why frontline employee conversations outperform executive data in uncovering actionable insights
  • How to maintain cultural authenticity when scaling to new markets

Kevin is the former Chief Marketing Officer at The Fresh Market, a gourmet specialty grocery chain owned by Apollo Global. He was responsible for overseeing brand positioning, multi-channel media and marketing strategy, and product innovation.

Before joining The Fresh Market, Kevin was CMO of Natural Grocers, a fast-growing organic retailer with 160 stores across 20 states. He drove transformational change across marketing, culture, and digital, resulting in 12 consecutive quarters of sales and traffic growth. Under his leadership, membership in the (N)power Loyalty Program grew over 500% to 1.3 million, and the marketing team secured four U.S. Trademark Patents for original concepts.

Kevin is a member of the ANA’s select CMO Masters Circle, focusing on global growth challenges for leading brands.  He was named by USA Today as one of the Top 10 Leading CMOs to Watch in 2024, recognized among the 30 Most Influential Marketers on LinkedIn in 2022, and awarded CMO Innovator of the Year by the Millennium Alliance in 2021. Kevin also serves on the National Advertising Review Board and was behind The Fresh Market’s award-winning video strategy that picked up a 2023 DigiDay Live Video Strategy Award.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:
  • 00:00 Introduction
  • 01:57 From the Army to Adland
  • 03:58 Diagnosing the Marketing Gap
  • 06:10 Building a Brand on Love
  • 08:01 One Million Members in 7 Months
  • 14:08 Scaling Personalization with GenAI
  • 17:08 Culture, Language, and the Bottom Line
  • 19:50 What Kevin Wishes He Could Automate
  • 21:43 Inspiring Teams in a Turnaround
  • 25:34 Solving the Dinner Dilemma
  • 33:03 Kevin’s Piece of Advice to Young Marketers

Episode Resources:



]]> Wed, 26 Nov 2025 17:20:00 +0000 Phrase Phrase 2193 You’re running a supermarket chain that’s just been rated the worst company to work for in America. Not the worst grocery chain, but the entire country. Employee morale is shattered. Customers are leaving. The board is skeptical. Sales, traffic, margins, and market share are all trending downward. Now, imagine that a year later, that same company wins USA Today’s “America’s Best Supermarket” award. This is exactly what happened at The Fresh Market under the leadership of Kevin Miller, the company’s former Chief Marketing Officer, with over 35 years of experience transforming some of the world’s biggest brands, including McDonald's, Coca-Cola, PepsiCo, and Disney. In this episode of In other words, Kevin joins host Jason Hemingway to explain how a sharp focus on loyalty, data-driven decisions, and connected customer experiences repositioned the brand for long-term success. They explore what effective personalization really looks like, how to scale engagement without losing the local touch that builds loyalty, and why thriving across languages, cultures, and diverse markets is more important than ever. You’re running a supermarket chain that’s just been rated the worst company to work for in America. Not the worst grocery chain, but the entire country. Employee morale is shattered. Customers are leaving. The board is skeptical. Sales, traffic, margins, and market share are all trending downward. Now, imagine that a year later, that same company wins USA Today’s “America’s Best Supermarket” award. This is exactly what happened at The Fresh Market under the leadership of Kevin Miller, the company’s former Chief Marketing Officer, with over 35 years of experience transforming some of the world’s biggest brands, including McDonald's, Coca-Cola, PepsiCo, and Disney. In this episode of In other words, Kevin joins host Jason Hemingway to explain how a sharp focus on loyalty, data-driven decisions, and connected customer experiences repositioned the brand for long-term success. They explore what effective personalization really looks like, how to scale engagement without losing the local touch that builds loyalty, and why thriving across languages, cultures, and diverse markets is more important than ever. No No Culture Isn’t A “Nice To Have”, It’s Your CX Growth Engine https://podcasts.fame.so/e/xnvl5ykn-culture-isn-t-a-nice-to-have-it-s-your-cx-growth-engine Culture Isn’t A “Nice To Have”, It’s Your CX Growth Engine 6 1 No No 71yp84y0 Customer experience doesn’t succeed on insight alone. This episode of In other words explores how leaders embed culture into strategy to drive meaningful change, aligning teams, acting on customer understanding, and delivering consistent experiences across languages and regions. Host Jason Hemingway and Phrase CEO, George Ell, are joined by Annette Franz, the Founder and CEO of CX Journey Inc., to discuss how strong cultural foundations help organizations stay relevant locally, scale with intent, and deliver lasting business results. Customer experience doesn’t succeed on insight alone. This episode of In other words explores how leaders embed culture into strategy to drive meaningful change, aligning teams, acting on customer understanding, and delivering consistent experiences across languages and regions. Host Jason Hemingway and Phrase CEO, George Ell, are joined by Annette Franz, the Founder and CEO of CX Journey Inc., to discuss how strong cultural foundations help organizations stay relevant locally, scale with intent, and deliver lasting business results.

What You’ll Learn:

  • How to build a foundation of culture before implementing customer experience initiatives
  • Why employee experience directly drives customer experience outcomes and business growth
  • How to balance automation with human connection in customer and employee experiences
  • Why leadership must exemplify culture through actions, not just words
  • How to adapt global culture strategies while maintaining consistent core values

Annette Franz is a globally recognized thought leader, author, and speaker specializing in culture transformation, employee experience (EX), and customer experience (CX). As the Founder and CEO of CX Journey Inc., she partners with organizations to embed value-driven cultures that empower employees and improve customer relationships to drive sustained performance and better business outcomes.

With over 30 years of experience and a reputation as a top EX and CX influencer, Annette has worked across industries, including roles at J.D. Power, Mattel, Fidelity, and Medallia. She's the author of three widely respected books: "Customer Understanding," "Employee Understanding," and "Built to Win."

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Introduction
  • 01:49 From Math Nerd to CX Pioneer
  • 04:08 How Customer Experience Became Strategic
  • 06:57 Smiling on the Phone and Respecting the Customer
  • 10:05 The Case for Effortless Experiences
  • 15:39 How Symbolic Leadership Behaviors Shape Culture in Organizations
  • 18:37 Why Culture Isn’t About Pleasing Everyone
  • 24:01 Resistance to Change
  • 26:53 Who Owns the Bridge Between EX and CX?
  • 31:10 Feedback Loops That Actually Work
  • 36:01 Survey Fatigue Is Real
  • 38:37 What Happens When You Get EX and CX Right

Episode Resources:




]]> Thu, 13 Nov 2025 09:00:00 +0000 Phrase Phrase 2313 Customer experience doesn’t succeed on insight alone. This episode of In other words explores how leaders embed culture into strategy to drive meaningful change, aligning teams, acting on customer understanding, and delivering consistent experiences across languages and regions. Host Jason Hemingway and Phrase CEO, George Ell, are joined by Annette Franz, the Founder and CEO of CX Journey Inc., to discuss how strong cultural foundations help organizations stay relevant locally, scale with intent, and deliver lasting business results. Customer experience doesn’t succeed on insight alone. This episode of In other words explores how leaders embed culture into strategy to drive meaningful change, aligning teams, acting on customer understanding, and delivering consistent experiences across languages and regions. Host Jason Hemingway and Phrase CEO, George Ell, are joined by Annette Franz, the Founder and CEO of CX Journey Inc., to discuss how strong cultural foundations help organizations stay relevant locally, scale with intent, and deliver lasting business results. No No The Hard Truth About Aligning Marketing And Revenue Teams https://phrase.com/podcast/episode/the-hard-truth-about-aligning-marketing-and-revenue-teams/ The Hard Truth About Aligning Marketing And Revenue Teams 5 1 No No x0l6w8y0 Global growth brings massive opportunity but also organizational complexity. When marketing and revenue teams operate in silos, customer experience suffers, speed slows down, and leadership lacks the clarity to make informed decisions. In this episode of In other words, Jason Hemingway is joined by Lorena Morales to explore how enterprise leaders can structure their teams and systems to stay aligned while scaling globally. They cover how to link revenue operations to business strategy, where AI can help teams stay focused, and what alignment really looks like when you’re working across markets, cultures, and priorities. Global growth brings massive opportunity but also organizational complexity. When marketing and revenue teams operate in silos, customer experience suffers, speed slows down, and leadership lacks the clarity to make informed decisions. In this episode of In Other Words, Jason Hemingway is joined by Lorena Morales to explore how enterprise leaders can structure their teams and systems to stay aligned while scaling globally. They cover how to link revenue operations to business strategy, where AI can help teams stay focused, and what alignment really looks like when you’re working across markets, cultures, and priorities.

What You’ll Learn:

  • How to approach revenue operations in global organizations
  • Why the Eisenhower Matrix remains crucial for prioritizing work in large enterprises
  • How to implement OKRs effectively across global teams and avoid common pitfalls in the process
  • The strategic approach to using AI in revenue operations without losing human judgment and creativity
  • Why understanding P&L and sales cycles is crucial before building a revenue operations function
  • How to build trust with global teams by focusing on both professional growth and personal well-being

Lorena Morales is a global revenue operations and marketing leader with a background in product design and strategic growth. In 2023, she was recognized as one of the 20 Most Influential Women to Follow. She is currently the Director of Global Digital Marketing Revenue Operations at JLL, where she built and now leads the company’s first centralized RevOps function. Her experience spans startup and enterprise environments, including her role as VP of Marketing at Go Nimbly. Lorena is also an Ambassador for GTM Partners, a Founding Member of Customer Data Automation, and a mentor for GirlzWhoSell. Her human-centered, systems-thinking approach is shaped by her experience as an immigrant, educator, and  cross-border team builder.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Introduction
  • 01:17 A Unicorn Career Path
  • 05:05 Scaling RevOps in a Fortune 200
  • 07:04 Functional Silos vs. Harmful Silos
  • 09:24 The Eisenhower Matrix
  • 11:30 Why Alignment Is a Growth Strategy
  • 16:56 Keeping Global Teams Aligned
  • 18:58 Must-Have RevOps Metrics
  • 24:08 Lorena’s Automation Wishlist
  • 25:59 AI, Cognitive Overload, and Human Thinking
  • 30:28 Agentic AI vs. $20M Human Deals
  • 33:11 Leading with Humanity
  • 37:33 The Biggest Mistake in RevOps
  • 38:49 Lorena’s 1 Tip for New RevOps Leaders

Episode Resources:




]]> Wed, 29 Oct 2025 12:57:00 +0000 Phrase Phrase 2603 Global growth brings massive opportunity but also organizational complexity. When marketing and revenue teams operate in silos, customer experience suffers, speed slows down, and leadership lacks the clarity to make informed decisions. In this episode of In other words, Jason Hemingway is joined by Lorena Morales to explore how enterprise leaders can structure their teams and systems to stay aligned while scaling globally. They cover how to link revenue operations to business strategy, where AI can help teams stay focused, and what alignment really looks like when you’re working across markets, cultures, and priorities. Global growth brings massive opportunity but also organizational complexity. When marketing and revenue teams operate in silos, customer experience suffers, speed slows down, and leadership lacks the clarity to make informed decisions. In this episode of In other words, Jason Hemingway is joined by Lorena Morales to explore how enterprise leaders can structure their teams and systems to stay aligned while scaling globally. They cover how to link revenue operations to business strategy, where AI can help teams stay focused, and what alignment really looks like when you’re working across markets, cultures, and priorities. No No The GTM Playbook Big Brands Don’t Want You To See https://phrase.com/podcast/episode/the-gtm-playbook-big-brands-dont-want-you-to-see/ The GTM Playbook Big Brands Don’t Want You To See 4 1 No No l04ryp50 Go-to-Market strategies often scale fast, but sustaining real customer value is where the challenge begins. In this episode, Jason Hemingway is joined by Rob Giglio, Chief Customer Officer at Canva, and Georg Ell, CEO at Phrase. They explore what it takes to build and execute global Go-to-Market strategies that don’t just launch well, but land with lasting impact. Drawing from senior roles at Adobe, DocuSign, HubSpot, and Canva, Rob shares what he’s learned about meeting rising customer expectations, adapting to global complexity, and using technology to engage customers faster and more meaningfully. We explore how brands can maintain clarity, consistency, and relevance, even as their markets, teams, and product offerings evolve. Go-to-Market strategies often scale fast, but sustaining real customer value is where the challenge begins. In this episode, Jason Hemingway is joined by Rob Giglio, Chief Customer Officer at Canva, and Georg Ell, CEO at Phrase.  They explore what it takes to build and execute global Go-to-Market strategies that don’t just launch well, but land with lasting impact.

Drawing from senior roles at Adobe, DocuSign, HubSpot, and Canva, Rob shares what he’s learned about meeting rising customer expectations, adapting to global complexity, and using technology to engage customers faster and more meaningfully. We explore how brands can maintain clarity, consistency, and relevance, even as their markets, teams, and product offerings evolve.

He also reveals Canva’s guiding principle of “give value first, get value second” and discusses how a long-term mindset drives stronger partnerships, faster adoption, and more meaningful relationships with customers worldwide.

What You’ll Learn:

  • How to transform complex go-to-market strategies into orchestrated customer experiences
  • Why prioritizing customer value before revenue drives sustainable long-term growth
  • How to leverage AI for customer insights while maintaining authentic human connections
  • Why local presence and cultural understanding are crucial for global market expansion
  • The importance of usage metrics as the north star for measuring customer success
  • How to balance rapid growth with thoughtful customer-centric implementation

Rob Giglio is the Chief Customer Officer at Canva, bringing vast expertise in global go-to-market strategy and customer-led growth. With previous leadership roles at Adobe, DocuSign, and HubSpot, Rob has established himself as a leading voice in scaling software businesses across complex international markets. His experience spans both B2B and B2C sectors, beginning at Procter & Gamble, where he developed his foundational understanding of brand-consumer relationships.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Introduction
  • 01:54 B2C Roots, B2B Impact
  • 04:01 How AI Transformed GTM Data Access
  • 06:56 Customer-Centric Simplicity
  • 11:30 Overlooked in GTM? The Actual Customer
  • 14:30 Scaling Global GTM via Resellers
  • 20:04 Inbox Confession: Automate Everything?
  • 22:22 GTM Misfire: When Incentives Go Rogue
  • 28:04 The Real North Star
  • 33:21 AI’s Role in Global GTM
  • 36:47 Rob’s Final Principle

Episode Resources:




]]> Thu, 16 Oct 2025 08:15:00 +0000 Phrase Phrase 2479 Go-to-Market strategies often scale fast, but sustaining real customer value is where the challenge begins. In this episode, Jason Hemingway is joined by Rob Giglio, Chief Customer Officer at Canva, and Georg Ell, CEO at Phrase. They explore what it takes to build and execute global Go-to-Market strategies that don’t just launch well, but land with lasting impact. Drawing from senior roles at Adobe, DocuSign, HubSpot, and Canva, Rob shares what he’s learned about meeting rising customer expectations, adapting to global complexity, and using technology to engage customers faster and more meaningfully. We explore how brands can maintain clarity, consistency, and relevance, even as their markets, teams, and product offerings evolve. Go-to-Market strategies often scale fast, but sustaining real customer value is where the challenge begins. In this episode, Jason Hemingway is joined by Rob Giglio, Chief Customer Officer at Canva, and Georg Ell, CEO at Phrase. They explore what it takes to build and execute global Go-to-Market strategies that don’t just launch well, but land with lasting impact. Drawing from senior roles at Adobe, DocuSign, HubSpot, and Canva, Rob shares what he’s learned about meeting rising customer expectations, adapting to global complexity, and using technology to engage customers faster and more meaningfully. We explore how brands can maintain clarity, consistency, and relevance, even as their markets, teams, and product offerings evolve. No No Scaling AI Globally Without Breaking Trust, Speed, or Security https://phrase.com/podcast/episode/scaling-ai-globally-without-breaking-trust-speed-or-security/ Scaling AI Globally Without Breaking Trust, Speed, or Security 3 1 No No m0jp8l20 AI is transforming how enterprises operate across regions, languages, and industries. But scaling AI globally while maintaining trust, compliance, and performance requires more than technical capability. It calls for the right infrastructure, clear governance, and a commitment to customer-centric delivery. In this episode, host Jason Hemingway, CMO of Phrase, speaks with Dr. Meeta Yadav Vouk, Vice President of AI and Analytics at Teradata, about how enterprises are building automation strategies that can scale responsibly across highly regulated environments. Meeta shares how Teradata’s AI Factory and Enterprise Vector Store are helping customers deploy generative AI and automation in ways that support growth, reduce operational risk, and meet compliance requirements across different markets. Whether you are enabling AI-driven customer experiences in multiple languages or deploying systems that need to meet strict data governance standards, this conversation explores the key principles behind enterprise-ready AI that delivers both speed and relevance. AI is transforming how enterprises operate across regions, languages, and industries. But scaling AI globally while maintaining trust, compliance, and performance requires more than technical capability. It calls for the right infrastructure, clear governance, and a commitment to customer-centric delivery.

In this episode, host Jason Hemingway, CMO of Phrase, speaks with Dr. Meeta Yadav Vouk, Vice President of AI and Analytics at Teradata, about how enterprises are building automation strategies that can scale responsibly across highly regulated environments. Meeta shares how Teradata’s AI Factory and Enterprise Vector Store are helping customers deploy generative AI and automation in ways that support growth, reduce operational risk, and meet compliance requirements across different markets.

Whether you are enabling AI-driven customer experiences in multiple languages or deploying systems that need to meet strict data governance standards, this conversation explores the key principles behind enterprise-ready AI that delivers both speed and relevance.

What You’ll Learn:

  • How enterprises can move from AI pilots to production in mission-critical contexts
  • How to build trust in AI systems through explainability and transparent decision-making processes
  • Guardrails that keep agentic AI from going rogue
  • Why personalization and nuance are crucial for global AI deployment
  • Why organizations need to redefine risk management frameworks for AI implementation
  • How to integrate human expertise at strategic points in automated workflows

Dr. Meeta Yadav Vouk is the Vice President of Product Management, AI and Analytics at Teradata, where she leads the development of trusted AI solutions for mission-critical workloads across regulated industries. With a distinguished background spanning academia, chip design, and product leadership at IBM, she has pioneered innovative approaches to AI implementation and infrastructure scaling. Her expertise includes building AI systems that help global organizations deploy automation and generative AI with control, speed, and accountability.

If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Introduction
  • 01:06 From Chips to Cybersecurity
  • 04:29 What Teradata Is Building
  • 06:57 Why Predictability Is the Holy Grail for Enterprise AI
  • 09:42 The Challenge of Going Global with AI
  • 16:06 Automation Without Losing the Human Touch
  • 22:56 Why AI Should Do the Dishes
  • 25:30 Where AI Shouldn’t Go
  • 31:26 Hallucinations, Scolding Bots, and Rogue Agents
  • 38:07 When AI Will Stop Being a Buzzword
  • 41:01 Final Reflections

Episode Resources:




]]> Thu, 02 Oct 2025 03:55:00 +0000 Phrase Phrase 2266 AI is transforming how enterprises operate across regions, languages, and industries. But scaling AI globally while maintaining trust, compliance, and performance requires more than technical capability. It calls for the right infrastructure, clear governance, and a commitment to customer-centric delivery. In this episode, host Jason Hemingway, CMO of Phrase, speaks with Dr. Meeta Yadav Vouk, Vice President of AI and Analytics at Teradata, about how enterprises are building automation strategies that can scale responsibly across highly regulated environments. Meeta shares how Teradata’s AI Factory and Enterprise Vector Store are helping customers deploy generative AI and automation in ways that support growth, reduce operational risk, and meet compliance requirements across different markets. Whether you are enabling AI-driven customer experiences in multiple languages or deploying systems that need to meet strict data governance standards, this conversation explores the key principles behind enterprise-ready AI that delivers both speed and relevance. AI is transforming how enterprises operate across regions, languages, and industries. But scaling AI globally while maintaining trust, compliance, and performance requires more than technical capability. It calls for the right infrastructure, clear governance, and a commitment to customer-centric delivery. In this episode, host Jason Hemingway, CMO of Phrase, speaks with Dr. Meeta Yadav Vouk, Vice President of AI and Analytics at Teradata, about how enterprises are building automation strategies that can scale responsibly across highly regulated environments. Meeta shares how Teradata’s AI Factory and Enterprise Vector Store are helping customers deploy generative AI and automation in ways that support growth, reduce operational risk, and meet compliance requirements across different markets. Whether you are enabling AI-driven customer experiences in multiple languages or deploying systems that need to meet strict data governance standards, this conversation explores the key principles behind enterprise-ready AI that delivers both speed and relevance. Jason Hemingway, Scaling Ai Globally Without Breaking Trust, Speed, Or Security No No You Control Nothing But Influence Everything https://phrase.com/podcast/episode/brian-klaas-chaos-theory-resilience-ai-leadership/ You Control Nothing But Influence Everything 2 1 No No p1kn82r0 In this episode of In other words, host Jason Hemingway CMO at Phrase speaks with Political Scientist and best selling author Dr. Brian Klaas, and Phrase CEO Georg Ell, about how unpredictable forces shape and influence our world and why traditional approaches to control and optimization may need rethinking in today’s complex business environment. Drawing on stories from his book Fluke, Brian shares how seemingly small decisions alter history, why leaders should prioritize resilience over control, and how businesses can foster cultures of experimentation to thrive amid uncertainty. In this episode of In other words, host Jason Hemingway CMO at Phrase  is joined by Political Scientist and author Dr. Brian Klaas, along with Phrase CEO Georg Ell. Together, they explore how unpredictable forces shape and influence our world and why traditional approaches to control and optimization may need rethinking in today’s complex business environment. 

Drawing on his bestselling book Fluke, Brian shares compelling stories of how chance events and seemingly minor details can reshape societies, economies, and individual lives. From a 1926 holiday that inadvertently spared Kyoto from the atomic bomb to the butterfly effect in weather forecasting, he illustrates why we live in unpredictable systems and what this means for leadership, decision-making, and the future of AI.

What You’ll Learn:

  • Why small changes can have massive impacts in complex systems, and how to navigate this reality
  • How to balance pattern detection with the dangers of over-optimization in decision-making
  • Why resilience is becoming more important than optimization in rapidly changing environments
  • How forced experimentation can lead to unexpected innovations and better outcomes
  • Why AI won't solve the fundamental challenges of chaos and unpredictability in complex systems

Dr. Brian Klass is a Political Scientist and Professor of Global Politics at University College London, and a renowned expert on democracy, authoritarianism, and the nature of power. His latest book, "Fluke," explores how unpredictable forces shape our world and how we can navigate uncertainty with intention and influence. With a background in studying political violence and complex systems, Brian brings unique insights into how small changes can create massive outcomes in both political and business contexts. His research on chaos theory, pattern detection, and resilience offers valuable perspectives for business leaders grappling with uncertainty and rapid change.

If you enjoyed this episode of In other words, subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. 

Instructions on how to do so are here.

Highlights and YouTube Chapters:

  • 00:00 Introduction
  • 02:15 The Fluke That Changed Everything
  • 06:06 The Kyoto Story
  • 09:40 The Weather Prediction That Birthed Chaos Theory
  • 14:49] Control Nothing, Influence Everything
  • 20:01 Our Brain’s Love of Patterns
  • 25:12 The Challenger Explosion
  • 30:06 AI, Open Systems, and the Illusion of Predictability
  • 37:56 Resilience vs. Optimization
  • 43:28 Forced Experimentation and Business Evolution
  • 47:17 Optimize Less, Adapt More

Episode Resources:



]]> Thu, 25 Sep 2025 10:18:00 +0000 Phrase Phrase 2776 In this episode of In other words, host Jason Hemingway CMO at Phrase speaks with Political Scientist and best selling author Dr. Brian Klaas, and Phrase CEO Georg Ell, about how unpredictable forces shape and influence our world and why traditional approaches to control and optimization may need rethinking in today’s complex business environment. Drawing on stories from his book Fluke, Brian shares how seemingly small decisions alter history, why leaders should prioritize resilience over control, and how businesses can foster cultures of experimentation to thrive amid uncertainty. In this episode of In other words, host Jason Hemingway CMO at Phrase speaks with Political Scientist and best selling author Dr. Brian Klaas, and Phrase CEO Georg Ell, about how unpredictable forces shape and influence our world and why traditional approaches to control and optimization may need rethinking in today’s complex business environment. Drawing on stories from his book Fluke, Brian shares how seemingly small decisions alter history, why leaders should prioritize resilience over control, and how businesses can foster cultures of experimentation to thrive amid uncertainty. No No Brands That Own the Moment Own the Market https://phrase.com/podcast/episode/brand-chemistry-rema-vasan-tiktok/ Brands That Own the Moment Own the Market 1 1 No No 41pq57q0 In this episode of In Other Words, host Jason Hemingway speaks with Rema Vasan, Head of North American Business Marketing at TikTok, about how cultural moments shape brand growth. They explore why timing, authenticity, and content agility matter more than ever in today’s always-on, content-driven world, and how marketers can turn moments into lasting engagement and global growth. In this episode of In Other Words, host Jason Hemingway is joined by Rema Vasan, Head of North American Business Marketing at TikTok, to explore how cultural moments are reshaping brand growth.

Rema shares why timing, authenticity, and agility matter more than ever in today’s always-on, content-driven world, and how brands can turn everyday cultural moments into meaningful, long-term engagement.

She also reflects on leadership lessons from her global career and offers a candid view on how technology and creativity intersect at scale.

What you’ll learn in this episode:
  • How cultural moments can be transformed into momentum for global growth
  • Why an “Always Day One” mindset helps brands stay relevant and adaptive
  • The balance between planned campaigns and real-time content
  • Why authenticity and representation matter in connecting with diverse audiences
  • How marketers can leverage AI as a creative enhancer rather than a replacement
  • Lessons in leading global marketing teams while staying locally relevant

Rema Vasan brings over 20 years of global marketing experience across Procter & Gamble, Pfizer, J&J, Unilever, Activision Blizzard King, and TikTok. 

She has led marketing teams across Asia, Europe, and North America, specializing in digital, social, and influencer marketing.

If you enjoyed this episode, make sure to subscribe to In Other Words on Apple Podcasts, Spotify, YouTube, or wherever you get your podcasts,  and leave us a review to help more listeners discover the show.

Highlights and YouTube Chapters:
  • 00:00 Introduction
  • 01:39 A Teenage Crush That Sparked a Career
  • 03:36 B2B vs. B2C? It’s Really B2H
  • 09:38 Why Brands Need to Show Up Consistently
  • 11:34 The Power of Multilingual Messaging
  • 17:05 The One Thing Rema Wants to Automate
  • 22:31 What Success on TikTok Really Looks Like
  • 26:24 AI and Creativity Can Coexist
  • 29:22 Global Teams, Local Nuance
  • 33:04 Vulnerability and Vision in Leadership
  • 36:21 One Word for Global Growth

Episode Resources:
Rema Vasan, Head of North American Business Marketing at TikTok
TikTok Website
Jason Hemingway, Chief Marketing Officer at Phrase
Phrase Website



]]> Tue, 16 Sep 2025 08:30:00 +0000 Phrase Phrase 1967 In this episode of In Other Words, host Jason Hemingway speaks with Rema Vasan, Head of North American Business Marketing at TikTok, about how cultural moments shape brand growth. They explore why timing, authenticity, and content agility matter more than ever in today’s always-on, content-driven world, and how marketers can turn moments into lasting engagement and global growth. In this episode of In Other Words, host Jason Hemingway speaks with Rema Vasan, Head of North American Business Marketing at TikTok, about how cultural moments shape brand growth. They explore why timing, authenticity, and content agility matter more than ever in today’s always-on, content-driven world, and how marketers can turn moments into lasting engagement and global growth. Jason Hemingway, Brands That Own the Moment Own the Market No No In other words Trailer https://podcasts.fame.so/e/l8qw9kj8-in-other-words In other words Trailer 0 No No 80nvl7z0 In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation. Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity. In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale. In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform. In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation.

Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity.

In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale.

In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform.

🔗 Phrase
🔗 Host: Jason Hemingway, Chief Marketing Officer at Phrase



]]> Fri, 12 Sep 2025 16:44:00 +0000 Phrase Phrase 52 In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation. Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity. In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale. In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform. In other words is the podcast for business leaders tackling the realities of scaling in a world of constant transformation. Each episode features candid conversations with senior executives, operators, and innovators from some of the world’s most ambitious companies. We explore what it takes to grow across markets, connect with diverse audiences, and lead with clarity. In other words is about perspective and how different ways of thinking shape how businesses grow, adapt, and communicate on a global scale. In other words is hosted by Jason Hemingway, CMO of Phrase, the world's leading AI-powered language technology platform. Jason Hemingway, In Other Words No No