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The Role of Communications in Creating your Movement [podcast]


Episode Description

On this episode of The Marketer’s Journey, I interview Jessica Hoffman, VP of Marketing and Communications, and also an operating partner at Craft Ventures. Jessica learned the value and definition of a story from her background in traditional news, eventually moving into a career in PR, agency side. However she moved away from agency because she wasn’t able to develop a depth of understanding of any one company and wanted to work in a role more rooted in strategy over tactical execution. In fact, she measures  a lot of the leaders and CEOs she has worked with by their ability to think of comms and media strategically, as a proactive tool, as opposed to reactively. On today’s episode, we discuss the role communication plays in defining your strategy and creating your movement.

Key takeaways from this episode:

  • Once you’ve established who you are and how you speak about your company, there are so many other factors like customers, community, and social media that all come into play. Yet the only way to do comms well is to be aligned on what the overall goal is.
  • Understanding your customers and having a feedback loop is so important in communications, it will influence how you speak to them and how you develop your strategy.
  • Movement marketing is based on a deep understanding of your mission and marketing in a way that holds this in focus and ensures your message is heard and understood by your customers.


About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch