Tammy Henault on Building Fandom, Trust & the Future of Media

In this episode of Breaking Through the Mayhem, host Adam Katz sits down with Tammy Henault, a transformational marketing leader whose career spans The New York Times, CBS/Paramount+, and the NBA—organizations that have reinvented themselves in the face of massive industry shifts. Tammy shares how she has built her career at the crossroads of media, entertainment, and sports, stepping into roles during moments of disruption—from the launch of digital subscriptions and direct-to-consumer streaming to global sports innovation. Across every chapter, her success has been rooted in embracing change, building for what doesn’t exist yet, and staying relentlessly close to the audience. The conversation dives into: Transforming industries from the inside How Tammy led marketing through pivotal transitions—NYT’s paywall era, Paramount’s leap into streaming, and the NBA’s launch of the In-Season Tournament—while driving global reach and daily cultural relevance. Fandom as an always-on relationship Why “marketing with fans, not to fans” fuels deeply personal engagement, and how local culture and access shape global audience growth. Subscription models that scale Why long-term success requires data, technology, and lifecycle design long before acquisition—and how infrastructure becomes the true engine of retention. AI with humanity Tammy’s take on AI’s promise: faster storytelling, smarter research, and personalized creative at scale—but with a warning against over-automation and content that loses authenticity. Leadership through clarity and curiosity Her philosophy of defining goals, championing empathy, celebrating wins and smart failures, and creating teams where everyone’s success rises together. Tammy also opens up about what’s next: the collision of tech, fandom, and experiential storytelling — from consumer innovation and health & wellness to immersive cultural spaces that tap into how people truly connect. With thoughtful candor and bold optimism, Tammy offers a compelling look at leading innovation across iconic brands—and why staying scrappy, human, and culturally fluent will define the future of marketing.