When Brand and Performance Marketing Collide

In this episode of The Future of Marketing, host Andres Figueira sits down with Yulia Popyk, Head of Brand at Petcube — a smart pet tech company that has spent 13 years building connected devices for pet parents. What started as a single camera to monitor pets at home has grown into a full ecosystem of hardware and software: GPS trackers, smart fountains, and a new AI-powered app bringing health monitoring, vet access, and device data into one place. Yulia unpacks how Petcube markets emotionally charged technology to deeply invested consumers, where brand and performance marketing collide, and how a ceramics studio in New York became one of their most memorable product launches. Topics Discussed: Navigating the tension between brand integrity and performance marketing at scale Segmenting emotional vs. technical messaging by product type Turning a physical product launch into a community-building moment Using AI-generated imagery to replace traditional pet photo shoots Building a unified pet health ecosystem through software and AI