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Fireside Chat: The 2 Secrets to Building an Authentic, World-Leading Brand [LIVE]

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Mayur Gupta
Advisor at Double Dutch
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Mayur Gupta
Advisor at Double Dutch
Allen Yesilevich
Head of Marketing and Growth at MC²

Mayur Gupta is the Chief Marketing Officer at Freshly where he is leading a team of marketers to make Freshly an iconic brand and drive breakthrough growth; inspiring every household in America to bring a positive change in their lives by eating healthier each week.Prior to Freshly, Mayur was the Global VP for Growth & Marketing at Spotify. He was responsible for growing the free and subscribed user base for the company with growth hacking and data-driven, always-on experiences; testing new growth strategies, business models and partnerships. He drove the vision and strategy to establish a connected marketing ecosystem and growth machinery for Spotify’s multi-sided marketplace that connects the right artist with the right fan through programmatic discovery and accessibility.Mayur also sits on the Board of Directors of Gannett and D’Addario, guiding the C-Suite in their respective digital transformation and growth journeys.Prior to Spotify, he lead Marketing, OmniChannel Solutions business and Digital Capabilities at Healthgrades. He successfully drove the digital transformation of the company while being responsible for the vision, strategy and activation of one of the largest digital marketplace platforms in healthcare; delivering seamless OmniChannel Experiences and always-on patient engagement that drive better health outcomes and maximizes lifetime value for hospitals.

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Allen Yesilevich is a seasoned growth-focused marketing professional with experience in professional, consulting and agency services. He has successfully demonstrated the ability to architect, implement and lead revenue-generating marketing initiatives that have resulted in measurable business growth. Currently, he leads the marketing and growth efforts at MC², an award-winning globally-recognized brand experience solutions agency. As a member of the Forbes Communication Council, he actively publishes insights on the overall marketing landscape while bringing industry-wide change to strengthen human connections through the lens of experiential. ​

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About the talk

Join the fireside chat and hear from Allen Yesilevich, Head of Marketing and Growth at MC Squared, and Mayur Gupta, Advisor at Double Dutch, as they discuss the approaches to marketing, secrets on how to create an authentic and world-leading brand, and some successful brand stories in the pandemic period.

00:04 Intro

00:45 Marketing is messed up today

05:20 Marketing is part of the success

09:03 Agile

13:25 Authentic and genuine approach to marketing

17:22 Successful brand stories in the pandemic period

20:48 Nike case

22:35 Doing tasks simultaneously

24:10 Career growth and mentorship

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Hello everyone. My name is Allen Yesilevich Head of Marketing and Growth at MC Squared. We got a great session ahead of us. I'm joined by Mayur Gupta Former CMO at Freshly former Growth Lead at Spotify and out Advisor and Board Member to many notable brands. How's it going? Going well Allen great to be connecting. Thanks for having me over absolutely leading. So today Mayur is going to chat about 2 secrets how to create an authentic and world-leading

brand. But before we jump to that in our email exchange leading up to the session, you said something that was quite provocative. You said marketing is messed up today. What do you mean by that? Oh, that's an easy thing to say considering I'm an engineer and or a big part of my early career didn't care about marketing as much as you know, I say that more obviously both as someone who's involved in being a local marketable also as a consumer, I think one is

that marketing has is one of that one of the functions in the sea speed or amongst you, you know within an organization that has gone to massive destruction of the most destruction every function of engineering and one is how marketing itself is perceived internal to an organization is a lot of confusion there who has marketeers. We are all confused. I'll give you a chronology of how I think about it. So, I feel that there was in the 1970s to 2018 marketing was the Black Box, you know where it was all about. The McDonald's

touch. It was all about who had the most money in the most creative funny ad and that that will work with

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