Making Data Exposure Personal: Scaling Problem Awareness

In this episode of The Future of Consumer Marketing, host Brett Stapper interviews Pulkit Gupta, Head of Marketing at Cloaked. Cloaked is tackling one of the most pervasive problems in modern digital life: data exposure and its consequences - spam, identity theft, and financial fraud. Operating in a space where consumers are increasingly aware of privacy issues but often lack practical solutions, Cloaked has built an all-in-one privacy platform that combines data removal, unlimited email and phone aliases, and AI-powered call screening. Through problem-first messaging, creative experiential marketing, and a lean team structure that leverages agencies strategically, Pulkit and his team have evolved from serving privacy enthusiasts to reaching mainstream Americans who are tired of spam and fearful of fraud. Topics Discussed: Transitioning from feature-based to problem-based messaging in a new category Building experiential marketing campaigns that validate the problem (hotline experience) Structuring a lean two-person marketing team supported by specialized agencies Using AI for creative testing, editing workflows, and insight generation Scaling micro-influencer programs with authentic product usage Evolving audience targeting from privacy enthusiasts to mainstream consumers Launching and establishing product-market fit in an emerging category