The Marketer Exchange

In this episode of The Marketer Exchange, Zach Thompson is joined by Nora von Arnim, Strategy Director at RAPP, for an in‑depth conversation on customer experience, strategy, and the realities of agency work today.Nora shares how strategy teams operate inside a modern marketing agency, working at the intersection of client services, data, marketing science, and creative. The discussion explores how customer journeys are researched and designed across channels, how personalization works in practice, and how data can be used with precision and empathy.The conversation also looks closely at the role of AI in strategy work, where it supports narrative development and communication, and why foundational skills like critical thinking and creative brief writing still matter deeply for strategists, particularly early in their careers.Beyond the work itself, Nora reflects on career progression inside agencies, advocating for promotion, working across international markets, and what she looks for when developing and mentoring new strategists.This episode will be especially relevant for marketers, strategists, students, and educators interested in customer experience, agency life, and the evolving skillset required in marketing today.

What is digital nomad life really like beyond the Instagram highlight reel?In this episode, I sit down with Benjamin Jones-Gerrard, a marketer who has lived and worked full-time in his self-converted campervan across Europe for the past three years.Benjamin shares the reality of running a marketing career on the road, from client work and Wi‑Fi logistics to building a sustainable skill set that supports long-term freedom.In this conversation, we cover:The biggest misconceptions about digital nomad and van lifeWhy remote work is still a 9–5 (just with better views)How organization becomes a non‑negotiable skillBuilding a broad marketing skill set (video, paid social, SEO, websites)Why simple marketing consistently outperforms clever marketingUsing AI and FAQs to stay relevant as search behavior changesDesigning work and life environments that actually support performanceWhether you want to live on the road or not, this episode is packed with lessons for marketers looking to build flexible, resilient careers.Subscribe for more conversations on marketing, strategy, and modern careers.

What does paid social actually look like in 2026?In this episode, I sit down with Katt Wade, a UK-based paid social specialist who has worked agency-side, spent seven years at eBay, and now works in paid social for Primark.We discuss:The difference between always-on vs campaign-based marketingWhat agency life really looks like day to dayHow AI and automation are changing Meta and paid social platformsWhy authenticity matters more than everCommon mistakes brands make in paid socialCertifications vs hands-on experienceHow students and early-career marketers can break into the industryIf you're a marketing student, early-career professional, or performance marketer trying to stay ahead of platform changes, this episode will give you practical insight from someone in the trenches.

What does it really take to build a brand that lasts and a marketing career with purpose?In this episode of The Marketer Exchange, Zach Thompson sits down with John Carroll, Executive Director of City Leadership and the leader behind the “901” campaigns including Choose901, Teach901, Serve901, and Give901. This conversation explores marketing strategy, storytelling, and purpose-driven leadership through the lens of real-world brand building.John shares how the “901” campaigns grew from a simple idea into a recognizable community brand, offering a powerful case study in place branding, content strategy, and authentic storytelling. He explains how City Leadership approaches marketing as a strategic tool, from audience engagement and brand trust to measuring success across multiple campaigns.The episode also delivers practical career advice for marketing students and early-career professionals. John breaks down what actually stands out when hiring marketers, why experience and initiative matter more than credentials, and how aspiring marketers can build skills through reps, projects, and ownership, especially in today’s competitive digital marketing landscape.Beyond tactics, this conversation dives into mindset and purpose. John discusses optimism as a leadership advantage, why “overnight success” is often the result of years of consistent effort, and how students and professionals can discover work that aligns with their values and long-term goals.If you’re interested in marketing strategy, personal branding, careers in marketing, leadership development, or purpose-driven work, this episode offers both practical frameworks and inspiration you can apply immediately.Available on YouTube, Apple Podcasts, and SpotifySubscribe for more conversations on marketing, storytelling, and building meaningful careers.Guest: John Carroll, Executive Director of City LeadershipLearn more about City Leadership: https://cityleadership.org/ Connect with John on LinkedIn: https://www.linkedin.com/in/johncarroll77/Timestamps00:00 Introduction to John Carroll and His Journey05:27 The Birth of City Leadership10:14 Navigating Nonprofit Challenges15:13 Building Collaborative Campaigns in Memphis20:36 The Impact of Choose 90125:14 Recruiting and Retaining Talent in Memphis35:37 Building Community Through Recruitment38:47 Measuring Success in Recruitment Campaigns41:13 Adapting Marketing Strategies for Diverse Audiences44:33 Differences Between Nonprofit and For-Profit Marketing49:14 What Makes a Standout Candidate?56:23 Defining Leadership and Purpose01:02:01 The Power of Positivity in Leadership01:06:19 Finding Your Purpose and Making an Impact01:09:38 Future Goals and Community Engagement

In this episode, I sit down with Joe Johnston, Head of Conversion Optimisation & Experimentation at Launch, a UK-based performance marketing agency, to explore what really drives results in digital marketing.We move beyond “spray and pray” tactics and into the discipline of experimentation: forming hypotheses, A/B testing, and building a long-term CRO program that improves performance across the full customer journey.Joe shares real world insights from working across paid media, websites, and full-funnel performance marketing, including:What conversion rate optimization (CRO) actually means in practiceWhy experimentation is not a one-off projectCommon CRO mistakes that even large brands still makeHow headlines, value propositions, and CTAs impact conversionsUsing AI for customer research, review mining, and idea generationThe future of agencies: strategic “think-for-you” vs executional “do-for-you” workWe also discuss careers in marketing, why early generalist experience matters, and how students and early career marketers can think about experimentation as a long term skillset.Note: this was the first episode filmed, so the video is a little rough around the edges; but there’s real substance and insight in what Joe shares.If you’re interested in CRO, experimentation, performance marketing, digital strategy, or applied behavioral science, this episode is for you.Guest: Joe Johnston, Head of Conversion Optimisation & Experimentation at LaunchLearn more about Launch: launchonline.co.ukConnect with Joe on LinkedIn: https://www.linkedin.com/in/joe-johnston-838bb428/00:00 Introduction to Conversion Optimization09:47 The Journey of a Conversion Specialist13:49 Insights on Human Behavior15:56 Successful Projects and Their Impact21:26 Common Mistakes in Conversion Optimization25:03 The Process of Conversion Optimization26:53 The Power of Research in Conversion Optimization28:53 Psychological Principles in Marketing33:20 Tools for Conversion Rate Optimization37:42 AI's Role in Idea Generation41:33 The Agency's Evolving Role in a Tech-Driven World43:42 Common Mistakes and Best Practices in CRO46:58 Career Advice for Aspiring Marketers

Former Knoxville Smokies social media manager Lindsey Archer (now with the Charleston RiverDogs) joins us to talk about what it really looks like to run social for a Minor League Baseball team, from pulling tarp and shooting content to planning campaigns and measuring impact.Starting as an intern while studying marketing at the University of Tennessee, Lindsey worked her way up to Community Relations and Social Media Manager, and in this conversation she breaks down the career moves, skills, and mindset that helped her get there.In this episode, we cover:How Lindsey went from UT marketing major to intern to full-time social media managerWhat a game day actually looks like behind the scenes: content planning, media coordination, and in-park executionHow the Smokies structure their social content calendar across Instagram, X/Twitter, Facebook, TikTok, YouTube, and LinkedInUsing tools like Loomly to schedule posts, label content, and track what’s workingWhy TikTok is more about brand awareness than ticket sales – and how that changes the content strategyThe frustrating reality that effort ≠ results on social… and how she stays focused when a 3-second video outperforms a polished campaignThe marketing skills from UT that actually translated to the job (and what she wishes she’d learned more about, like paid media and targeting)The most important soft skills for landing and thriving in a digital marketing role: teamwork, communication, and saying “yes”Lindsey’s advice for students and early career marketers who want to work in sports, entertainment, or social mediaIf you’re a marketing student, an aspiring social media manager, or just curious how sports teams build their digital presence, this episode gives a very real look at the job, beyond the highlight reels.Connect with LindseyLinkedIn: Lindsey Archer Knoxville Smokies (at time of recording): @smokiesbaseball on all major platformsNow with Charleston RiverDogs: @chasriverdogs on Instagram and X