Jami Horowitz -- VP of Marketing at Surcheros on earning the right to have some fun in marketing

In this episode of YouShouldTalkTo, host Daniel Weiner sits down with Jami Horowitz, the VP of Marketing at Surcheros. Jami emphasizes the importance of prioritizing needs when seeking partnerships and offers insights into the evolving landscape of agencies. She believes that while agencies are abundant, finding the right fit is crucial for brands. Jami also dives into her role at Surcheros, a growing brand with a unique niche in college towns. She discusses the shift from Quick Service Restaurants (QSR) to the rise of fast-casual dining, emphasizing the value of customization in the latter. As they navigate the challenges of marketing in a tight-budget environment, Jami underscores the significance of conversion media and the need for agencies that recognize the value of every dollar. Guest-at-a-Glance 💡 Guest: Jami Horowitz, VP of Marketing at Surcheros 💡Noteworthy: Jami Horowitz: 15+ years in food industry, heavily focused on QSR evolution. 💡Where to find Jami: LinkedIn Key Insights The Value of Agency Experience: Jami Horowitz believes that every brand marketer, regardless of their industry, should start their career at an agency. Being thrown into the deep end at an agency allows individuals to learn every part of the business, understand the intricacies of agency operations, and become better brand partners. This experience equips them to discern when to challenge agencies and ensures effective collaboration. Relationships Over Tools: Jami emphasizes the significance of relationships in the agency world. While many agencies might offer similar services and access to the same platforms, what differentiates one from another is the people and the relationships they foster. She believes that people buy people, not just services or access to tools. Building and maintaining strong relationships is paramount for successful collaborations. Earning the Right to Innovate: In the realm of marketing, Jami underscores the importance of proving return on investment (ROI) before venturing into more creative and experimental strategies. By demonstrating consistent ROI, marketers earn the trust of their stakeholders, which then grants them the freedom to explore innovative approaches and "have a little bit of fun" with their campaigns.