Zak Bretherton, AVP of Marketing at PennyMac Loan Services, on the importance of attribution and validation through social proof

In this conversation with AVP of Marketing at PennyMac Loan Services, LLC, Zak Bretherton, he talks about all things marketing. Today, you’ll hear about how the marketing team is structured, the urgency in today’s market, the things that keep Zak up at night, choosing an attribution model, and some of the interesting industry dynamics.Prior to joining PennyMac, Zak served in numerous marketing roles at companies including ZMB Marketing, SBE Lifestyle Hospitality, Turn Car Subscriptions, Vylla, ClearPath Lending, and OBE Marketing. Zak holds a BSc in Business Management and Marketing from Arizona State University. To secure your ticket for Partnerships Experience 2022, visit www.ipx22.splashthat.com. Join us on June 14th at Pier 60 at Chelsea Piers, NYC for the one event where all players in the partnership economy come together to discover, network, and exchange ideas for business growth.For more great insights, check out The Partnership Economy book, by David A. Yovanno. The book is available at thepartnershipbook.com and at all major retailers.Episode Outline[00:53] About PennyMac[01:21] The marketing team structure[02:06] What is top-of-mind?[03:33] The source of truth[05:11] The urgency in the market[08:20] Attribution models[17:00] What’s keeping Zak up at night?[20:06] Interesting industry dynamics[25:03] Zak’s inspirational peopleInspirational PeopleZak’s dadBen AshworthConnect with ZakLinkedInWebsiteConnect with impact.comWebsiteLinkedIn (Impact)LinkedIn (Dave Yovanno)LinkedIn (Todd Crawford)