Jenny Nelson (Audacy) | Audio’s Power to Move, Connect, and Grow Brands

Summary

The CMO Podcast: Jenny Nelson (Audacy) | Audio’s Power to Move, Connect, and Grow Brands

Date: December 10, 2025
Host: Jim Stengel
Guest: Jenny Nelson, CMO of Audacy
Recorded live at the ANA Masters of Marketing in Orlando

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Episode Overview

This episode dives into the enduring power of audio to create connections and build brands. Jim Stengel sits down with Jenny Nelson, CMO of Audacy, to explore the evolution of audio, the role of authentic storytelling, and the challenges and opportunities of leading marketing transformation at a legacy audio brand. The conversation is rich with insights for marketers, balancing high-level strategy with practical, creative advice.

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Key Discussion Points & Insights

1. The Evolving Definition of Brand Voice: B2B vs. B2C (06:06–07:31, 22:15–22:56)

• Jenny emphasizes how brands must break down traditional silos between B2B and B2C, advocating for an authentic, unified brand voice.
  • “It’s not just B2B or B2C anymore. It’s about how do you connect them so that your brand is really talking to everybody in the same authentic way.” — Jenny Nelson (06:06)
• Building a bridge between consumer-facing efforts and business partner communications is key for modern marketers.

2. The Magic and Impact of Audio Storytelling (07:45–09:21, 12:14–12:28)

• Audio’s unique intimacy and power to build trust are at the heart of Jenny’s philosophy.
  • “The best content out there right now is all about authentic storytelling… we’re captivated by storytelling and really feeling like you want that authentic human connection.” — Jenny Nelson (07:45)
• Jenny’s own favorite shows, like The Moth, exemplify audio’s ability to evoke emotion and drive engagement.

3. The Shifting Audio Landscape (11:01–12:28)

• Jenny reflects on the rapid evolution of how people engage with audio and podcasts, especially among Gen Z listeners.
  • “He was playing a video game, he had his homework in front of him and...I said, what are you doing? And he said, I’m listening to a podcast. He didn’t say I’m watching a podcast...” — Jenny Nelson, on her 17-year-old son (11:01)
• The future? Audio everywhere, consumed in the most convenient way for each person, with multi-platform presence as the norm.

4. What Makes Audio Powerful for Brands? (12:31–13:27, 14:16–16:00)

• Jenny unpacks her famous quote: “Audio is one of the most powerful tools in a marketer’s toolbox. It reaches locally, builds trust, and drives performance.”
• She shares nostalgic examples (Coca-Cola’s can opening sound) and modern strategies, highlighting the emotional triggers sound can provide.
  • “Using sound to create imagery is really, really valuable.” — Jenny Nelson (14:16)

5. The Creator Economy & Authentic Partnerships (16:00–18:51)

• The importance of empowering creators—from radio hosts to podcasters—by providing direction but not scripting away authenticity.
  • “Don’t give me a script, give me bullet points so that I can tell the story in my way, because it’s going to connect more than anything else.” — Jenny Nelson (16:00)
• Inviting creators into the process, making them partners, and recognizing them as “trusted friends” drives better brand outcomes.

6. The Power of Internal Culture & Team Alignment (26:13–33:08)

• Jenny describes her journey from agency side to CMO, and how her longevity at Audacy helps her bridge new leadership with established culture.
  • “I try and collaborate really closely with the local markets, with the people on the brand side, with the revenue team...it gives me an interesting perspective to be able to bring that all together with a lot of voices being heard.” — Jenny Nelson (26:13)
• The company is moving towards full integration: “One Odyssey” is the rallying cry, blending radio and digital, national and local.

7. Building & Measuring Brand Growth (32:04–33:43)

• Jenny’s focus as CMO is on articulating what makes Audacy “unapologetically Audacy” and putting local and creator-driven brands out front.
• Measurement is centered on growth—audience, revenue, downloads: “If we can say that 18 months from now, we’ve grown all those metrics, then...we’re doing pretty good.” — Jenny Nelson (33:16)

8. Personal Career Reflections & Inspirations (35:03–36:19, 44:21–46:18)

• Jenny shares her early influences: learning from agency life, embracing change in moving to media, and the childhood lesson of Thomas’s English Muffins (“the nooks and crannies”).
• On mentors: “Without a doubt, my mom...There isn’t a moment like tonight when I get on stage...I’m going to think about my mom and the confidence that she instilled in me my whole life.” — Jenny Nelson (45:19)

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Notable Quotes & Memorable Moments

• On audio’s special role:
  “People see and feel the connections that they have with their podcast host or their radio talent deeply...that trust permeates to brands.” — Jenny Nelson (12:31)
• On creator partnerships:
  “Let us do our thing, let us tell the story. Don’t give me a script, give me bullet points...” — Jenny Nelson (16:00)
• On evolving a heritage brand:
  “...slowly evolve it in a way that we’re showcasing and really amplifying these iconic brands that we have in our local markets and with podcasts, and at the same time, elevate the audience.” — Jenny Nelson (26:13)
• On moving from agency to audio:
  “I love learning and trying new things and I hope I’m not afraid of change. I like change. And so when I—it was probably at the time really scary but the best move I made...” — Jenny Nelson (35:56)
• On risk-taking and creativity:
  “We need to be fearless and unapologetically Odyssey...Let’s go test things and break things and be creative, because that’s what works...It’s not staying in the lane. It’s being unafraid to try something new, be creative, be bold.” — Jenny Nelson (46:38)

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Important Timestamps

• [06:06] Jenny on the B2B/B2C brand connection
• [07:45] What makes content break through: authentic storytelling
• [11:01] Where is audio headed? Multiplatform, everywhere, multi-tasking generation
• [12:31] The power of audio for marketers: building trust & local reach
• [14:16] Example of sound-driven brand recall: Coca-Cola radio ad
• [16:00] What creators want: brief, then creative freedom
• [26:13] Jenny’s journey and bringing “One Odyssey” to life
• [32:04] Articulating Audacy’s unique value and measuring growth
• [35:03] Career pivots from agency to media
• [44:21] The first brand impact: Thomas’s English Muffins
• [45:19] Inspirational person: Jenny’s mother
• [46:38] Being fearless and creative as a leader

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Tone and Energy

The exchange is lively, thoughtful, and practical—Jenny is candid about the challenges of modernization, deeply passionate about the power of audio, and consistently emphasizes authenticity, connection, and creative risk-taking.

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Closing Takeaways

• Break down silos: One brand, one voice, across B2B and B2C.
• Champion authenticity: In both show and ad creation, the unscripted human story is most powerful.
• Unite your team: Operate with agility and courage, test, and take bold risks.
  • “We need to be fearless and unapologetically Odyssey...It’s being unafraid to try something new, be creative, be bold.” — Jenny Nelson (46:38)

This episode is a must-listen for anyone interested in the fusion of tradition and innovation in audio, building meaningful brands, and leading marketing transformation in a rapidly changing industry.

Transcript

[A]

Before we dive into today's episode, we would very much appreciate a moment from you to make sure you're subscribed to the show on Apple Podcasts, Spotify or wherever you listen, along with optioning to auto download the episodes. It really is the best way to never miss an episode. Along with supporting the show and the amazing team that helps me bring it to you. And while you're there, leave us a rating or review. It only takes a minute and helps more people find the show and helps us learn. And of course share this episode with a friend or colleague who might enjoy it. We wouldn't be here six years later and still going so strong without you all our community.

[B]

So thank you for being part of it.

[A]

Now, onto the show. What if the smartest marketing play is not to move forward, but to zoom out? Deloitte believes the most powerful move a CMO can make is to look beyond the next step and see the broader perspective. That's what the Deloitte CMO program is for, a place to gain fresh perspective and connect with leaders who've stood where you stand together. Deloitte will help you see the bigger picture so your next move isn't just fast, but right. Learn more about the CMO [e-mail] hi everyone, it's Jim. I have Matt Spiegel of TransUnion with me.

[B]

Matt, I want to start with what do you love about your job?

[C]

Yeah, it's a great question, Jim. You know what I love? The fact that I get to be out at events and conferences and working with clients to really think about how marketers solve problems that matter at scale. The job of a marketer is as challenging as ever and we get to do some interesting things to make their job easier.

[B]

When you work with a client, where do you get the most satisfaction?

[C]

You know what I think seeing ideas come to reality. We ultimately are an enable of great marketing. So we don't do creative, we don't do media planning. We provide the data, the identity insights, the measurement tools that make great marketing possible. So when we get to see the end product, sometimes later, it's really cool to see.

[B]

Well, super to have you here.

[A]

Super to be a partner.

[B]

Thanks for joining us today. Thank you, Jim.

[A]

So if you want to turn data into understanding and understanding into growth, visit transunion.com clarity hi everyone, it's Jim. I'm here with Matt Spiegel, EVP of True Audience Growth Strategy at TransUnion. Matt, you've spent your career helping marketers understand people through data. And that's harder and more important now than ever.

[C]

It really is, Jim. There's really just so much information out there and unfortunately it's often disconnected. Marketers typically see fragments, you know, maybe a purchase here or a click there. But what they really need is clarity. True full picture of who, their custom and ultimately how to reach them.

[A]

Well, tell me how your solution strategy.

[B]

Comes in and helps CMOs and their teams bring clarity to chaos.

[C]

Well, Jim, we ultimately do that with a 360 view of the customer. And so it's about ultimately combining data, truly trusted data, identity resolution, which is a deep analytical problem, and measurement that actually helps understand performance. So ultimately we work hard to help marketers move faster, to deepen their insights and and to ultimately make every dollar work harder. We believe strongly that when you truly understand your audience, you can build a real brand and real relationships with customers that last.

[B]

Where were you when I was a cmo?

[C]

I don't know how to answer that.

[A]

Learn [e-mail] clarity that's transunion.com clarity so.

[B]

The first brand you remember making an impact on you as a young girl?

[D]

I think the first moment that I knew that advertising worked was I was like 7 or 8. I was in the grocery store. My mom was like, go get some bread. And so I ran to the bread aisle and I came with English muffins, Thomas's English muffins. And my mom said, why did you get English muffins? And I said, because the nooks and crannies.

[A]

Hi, I'm Jim Stengel. I've helped hundreds of major brands discover and activate their purpose. Because when a brand's purpose is clear, compelling and authentic, profit naturally follows. Each week, I welcome the CMOs, the chief marketing officers of your favorite brands, to speak to how their job is is so much more than marketing. These leaders share their inspiration and challenges along with how they try to build a full, healthy, and happy life in.

[B]

And out of the office.

[A]

And it's that energy that reaches everyone they touch. And we're glad you're here to feel that energy and to learn from these remarkable leaders. So here we go. Audio has always had a special kind of magic. The ability to connect, to move, and to build trust in a way that few mediums can. I have felt that magic over the last seven years as this podcast, the CMO podcast has inspired thousands of people through the stories and lessons from our incredible CMO guests. And my guest today has built her entire career creating the magic and harnessing the Power of Audio Jenny Nelson is the Chief Marketing Officer of Audacy, one of the country's leading multi platform audio content and entertainment companies. Over her 22 years in the industry, Jenny has become one of the foremost experts on how sound drives emotion, performance and brand growth. Jenny started her career on the agency side at bbdo, then made the bold leap into the audio world as a young account executive at Susquehanna Radio. Since joining Audacy in 2008, then called Entercom, she's played an instrumental role in shaping the company's evolution from a traditional broadcaster to a full scale digital first audio powerhouse. Today she leads Odyssey's brand strategy, creative research and communications along with sales, marketing and enablement for both local and national teams. We'll talk all about that. So here's my in person conversation with Jenny Nelson recorded live at the A and A Masters of Marketing in Orlando, powered by TransUnion. Here we go.

[B]

Well Jenny, welcome to the CMO podcast.

[D]

Thank you so much. It's great to be here.

[B]

I am super looking forward to this. You're one of the world's experts in audio and podcasts.

[D]

That is a.

[B]

You are.

[D]

I'm really glad to be here.

[B]

So thanks to give us advice on how to make this episode extra special. From all your knowledge on what makes for great shows, I think that it's.

[D]

All about just having a great conversation.

[B]

And a great guest, which we have.

[D]

And a great host.

[B]

Thank you. Thank you. So what about this show? I mean, what's your advice on helping us make the show ever better for our audience? And you know, it's a broad audience but obviously it's a lot of marketers, a lot of CMOs, a lot of aspiring CMOs. So what's your advice on making the show better and better? We're always looking to improve.

[D]

I think that one of the things that's been really interesting about being here at the ANA's and I was sitting in on the CMO Summit the last couple days and there really seems to be a need to understand the B2B B2C connection. And so many conversations with my peers with, you know, I attended the B2B breakout group and we all got in conversations about how it's not just B2B or B2C anymore. It's about how do you connect them so that your brand is really talking to everybody in the same authentic way. And I think that the more that we can sort of bridge the gap between our consumer efforts and our business to business efforts, I think that it's like cracking a Code.

[B]

Yeah. It's the same brand, right?

[D]

Yeah, right, exactly.

[B]

Has to have the same voice.

[D]

Exactly. We're in this at Odyssey. We're in a really interesting situation because we've got a business to business brand, which is the Odyssey umbrella. But we have some of the most iconic local brands. It be 1010 wins or I live in San Francisco. So Alice, Kroq, and then we have these amazing podcasts, and they all have their own brand identities. And we're really working to understand how to use that Odyssey name, but also promote the individual brands because they are iconic in the communities that they serve.

[B]

Same challenge Unilever has Procter and Gamble has how to use the corporate brand and individual brands.

[D]

NFL, right? Nobody's wearing an NFL T shirt, but you're walking around in your 49ers T shirt.

[B]

Yeah, yeah, yeah. Very good. So let's stay with this for a minute. I mean, what do you think are the characteristics of shows that break through? I know we said good hosts, good guests, but what else?

[D]

I think that the best content out there right now is all about authentic storytelling. And I think whether it's your morning radio show that you're listening to on the Drive to Work or the podcast that you're listening to when you're working out or what you're listening to on your smart speaker when you're cooking dinner, we're captivated by storytelling and really feeling like you want to learn more about the story, that you want that authentic human connection. And I think that that's what really breaks through today. I mean, I think it's what's always broken through.

[B]

So what are some of your favorite shows?

[D]

So right now, and I'm really excited because we're going to have them on stage tonight, but I've been listening to the Moth and I had the opportunity to sit down with the Tellers last night, and I'm so excited to have them bring their stories to life. I haven't heard any of them. I tried to sit in yesterday on the rehears, and they were like, you can't. So I sat outside. But that sort of storytelling is amazing because it's real, it's human. It's about sometimes there's a message in it. Sometimes it's just great stories that make you think, that make you cry, that make you laugh. And the Moth is one that I just like. I can't stop listening.

[B]

For our listeners who don't know it, it's a different model, right?

[D]

Yeah, it is.

[B]

Say more about it.

[D]

So the Moth is Storytellers that perform all over the country, live events generally have three people and a host who sort of weaves the story through. And there's a podcast version that we have the opportunity to tie partners into. But it's just amazing stories told by real people.

[B]

Yeah. So for the people out there who are working in brand building and marketing, are there any shows that you recommend that you like, that you find helpful in your daily work?

[D]

You know, that's a great question. You know, as I think about what I'm listening to, reading, watching, some of the most important voices I think are my peers. And yesterday I was in the CMO Council and had an opportunity to sit down with a group and just brainstorm around ideas. And they had us do an icebreaker. And the icebreaker was, what are the brands that are inspiring you today from a B2B perspective? And it was really interesting. People said IBM, they said Adobe HubSpot, all of these different brands. And I think that that thought leadership that brands are sending to me on a daily basis is really some of the most powerful stuff because it's case studies about what our peers are doing that are driving success.

[B]

I've been listening to Acquired, which has been around a while, but it's just such a different show. It's so long. But now I look forward to, oh, I have a four hour flight or I'm driving eight hours and this will just make the time fly.

[D]

Well, it's interesting that you say that because I have three kids and they tend to do things a little bit more snackable, like 10, 15 minutes in and out. And I fly a lot and so same. I like listening to the longer content because I feel like it gets deeper.

[A]

Yeah.

[B]

And the time goes fast. So where do you think this whole media is going? I mean, you would know better than most. So many podcasts have moved to YouTube. So where do you think audio and podcasts in general are going?

[D]

Audio has always evolved. Right. Like the way that what we're doing at Odyssey is really looking at how can we get our content in all the ways that people are consuming it. I think about the way that I consume media today, and it's totally different than it was even two years ago. I look at the way that my kids consume and I walked into my son's room. He's 17, and he was playing a video game. He had his homework in front of him and he was watching something on his phone. And I said, what are you doing? And he said, I'm listening to a podcast. He didn't say I'm watching a podcast, he said, I'm listening to a podcast. And that's really telling about where we're going as fans. We're listening wherever we're watching, wherever we're consuming content in the ways that are convenient for us in the moment. And I think that that's really exciting. I mean, when I walked in, you asked me if I've ever recorded a podcast like this. And I've been on podcasts, but I've never been on a video podcast. And that's just the way that the media ecosphere is evolving is so fast and it's so exciting. And I think it's going to continue to evolve and be revolutionary in the way that people are consuming media but.

[B]

Won'T change is the stories, the stories connection, the authenticity of the connection that.

[D]

I mean, we say audience, but it's really about fans, right? It's connecting fans to content that they love and desire and want more of. And that's really special.

[A]

Now you have a great and widely used quote.

[B]

I'm going to read it.

[A]

Audio is one of the most powerful.

[B]

Tools in a marketer's toolbox. It reaches locally, builds trust, and drives performance. So say more about that.

[D]

Well, I think that people see and feel the connections that they have with their podcast host or their radio talent deeply. I remember driving to school and listening to the radio with my mom and my sister and the radio show host in the morning in Los Angeles would be talking about something and then we'd chat about it and then you'd talk about it later in the day and you felt like you were part of the conversation. And I think that that trust permeates to brands and it's a way that advertisers and brands can deeply connect with folks.

[A]

Everyone seems to be chasing the next big thing, the fastest answer, the quickest win. But great CMOs believe the real power isn't in the speed, it's in stepping back to see the bigger picture. That's why everything Deloitte does in their CMO program, from their industry leading capabilities to their connected network of CMOs, is designed to help you zoom out and gain fresh perspective. Deloitte will help you see the bigger picture together. Learn more about the CMO [e-mail].

[B]

So we talked a minute about the great question, what brands do you admire? Which ones are inspiring? It was an icebreaker at the ANA here yesterday. When you think about audio, which brands do you think or categories do you think really get it? Or doing interesting things, take advantage of the potential of it.

[D]

Such a great question. And I think that Audio Creative has the ability to be so powerful because it's using the imagination. You're able to really tell stories. And so when I think about some of the brands that I think use audio really well, I think about Coca Cola had a radio ad that I remember from when I was a kid and it was the sound of the can opening and it was like. And then you heard it and you heard it being poured over ice and it brought like you could see in your mind what was happening. And I think that, that using sound to create imagery is really, really valuable.

[B]

When I was a brand manager, this goes way back, but I was thinking about this and preparing for the show. There was a company called Local Marketing Corporation and Gray eventually bought it, but it was an entrepreneur in Cincinnati actually, and that's where I was based, since P and G was based there. And I was brand manager of Jeff Peanut. And they had a proposition where they said, tell us your strategy, your business and marketing challenge and strategy and we will go around to radio stations around the country and share that with them, get their ideas about a creative activation and we'll figure out the compensation. So I thought, what a nice idea. So we hired them, I gave them what we're trying to do and they went out to, I don't know, maybe 40 radio stations and they did the craziest, most fun, most engaging things and.

[D]

Our business grew, right, because it fit the audience, right, because they were doing things that were staying true to the.

[B]

Fans and it was fun and it leveraged the creativity of the radio station staff.

[D]

Without a doubt, without a doubt. And twice a year we put out the state of audio and we talk about measurement or trends. This one is all about creators. And we talked to a whole bunch of creators, both multi platform creators. And one of the things that they said is what are best practices that advertisers, brands should put in place when working with you. And the number one thing that came back is let us do our thing, let us tell the story. Don't give me a script, give me bullet points so that I can tell the story in my way, because it's going to connect more than anything else. I feel like that when I listen to podcast ads, when I listen to radio ads, when I listen to endorsements, when I listen to audio in general, you can tell when the creator is connected to the brand.

[B]

What else did you learn in that report that you just released?

[D]

We focus on a lot of different things, but I think that it's all about authenticity. It's about reaching consumers where they are with voices that are brand fit. And I think that that's really important. It's the best brand and fan connection is when you've got a brand that is really tied to the content. And I think that that makes a difference when they're like. And that whether it be a new up and coming creator or somebody with a huge presence on social media in the audio world, there's a lot of voices out there that can represent brands in really authentic and real ways.

[B]

I teach a program at Cannes every year with CMOs. We have a class of about 60 aspiring CMOs or CMOs. We brought YouTube and creators into the classroom last year. It was the best session.

[D]

What did you learn?

[B]

Everything you're saying, I mean, it's really about just talk to them about what you're trying to do, ensure that they have conviction and they're interested in it, and then let them go.

[D]

So we're working on a campaign around a movie release and we sent out to the talent that's participating in this sneak peek and I'm on this email chain and this morning when I was checking the email to hear the feedback of all of these, the talent, the creators who are now going to be creating their ads out of this, they've felt like they were really special because they saw something that nobody else has seen yet. And involving them in the process makes a huge difference in the way that it translates to results, I think for the client.

[B]

Yeah. The other thing I learned is don't call them influencers.

[D]

Well, it's so interesting because talent, influencer, creator, at the end of the day, these are trusted friends. There's so much change. The creator economy is growing so fast and it's like, how do you leverage it? How do you harness it for your brand? How do you make it work and not make it feel like this is just not real?

[B]

What's your strategy on creators with Odyssey?

[D]

And we talk about this in the creator effect is we think that we have the original creators, that radio is a lot of the original creators, the storytellers that you listen to when you were driving to school. And now we've amplified that through podcasting. We've got some big name podcast, but we also have the Odyssey Creator Lab, which is a way for new podcasters to come. And we're giving them an opportunity to get into the podcast space and to tell their stories. And so we look at that. There is an opportunity to help Audio grow by putting more real voices and human voices out there.

[B]

Well, we're here at the ANA in Orlando. Do you come here every year?

[D]

This is my first year.

[B]

Your first year?

[D]

This is my first year.

[B]

Oh, my.

[D]

Yeah, last year, Odyssey had a big, big presence, and I saw all the pictures, and it was really exciting to see it, but it's even more exciting to be here in person.

[B]

So what's your impression so far?

[D]

The first two days, I was at the CMO Summit, and it was fascinating. I've met so many people. We actually went on Monday night and had dinner at Universal, so I also got to. I got to go on the Hulk ride with a couple other CMOs, which was really fun.

[B]

After dinner.

[D]

Here's the best part. So we. We finished dinner, and somebody said, should we go on the Hulk ride? And we were like, of course it's upside down. We just finished dinner. Like, are we gonna. Is it gonna be okay? It was so fun. We sat in the front row, then we sat in the back row. It was amazing.

[A]

Any famous brand you were with?

[D]

Yeah, with a lot of people. It was great. I have a great picture with a group from UNICEF and Visa and Aflac. We all rode in the front row together. So, yeah, it's been really fun, but I feel like the brands here are so impressive, and it's so exciting to see what they're doing. Had an opportunity to meet the CMO of Stellantis, and that's been really interesting company now. Interesting company. And my background is actually I worked it on the agency side on the Dodge account a lifetime ago. But it was really fun to sort of hear what they're doing now and to compare that to what we were doing 25 years ago. But, yeah, it's been amazing. And to hear the challenges that some of these brands are facing and the way that they're turning them into opportunities and to learn from the of people here has been amazing.

[B]

What do you feel the zeitgeist is this year? Do you think people are confident? Do you think they're tentative?

[D]

I think that it's an interesting time, and I think that there's more optimism than I was expecting. And that was exciting to me. To sit yesterday in one of the sessions and to hear all of the things that are happening so quickly with measurement, and the conversations around measurement have been really interesting. And some of the things that we face and that other brands in the room we're facing, we're all in the same place and we're moving, and I think that as an industry. We're sort of moving in the right way together. And that was one of the big learnings, I think, for me is that there's a lot of optimism. But even more than that, there's an opportunity for us to come together as brands, marketers, CMOs, and help define where we're going as an industry. And that's exciting.

[B]

So beyond the Hulk ride, are there any other people or conversations you've had so far here which stick out for you, stand out for you?

[D]

I think that the conversations around B2B have been really interesting. And I did go to the breakout session, so we had a lot of time to talk as a table, to talk as a group.

[B]

And these were all B2B marketers, all B2B marketers.

[D]

And I'm a B2B marketer, but I'm also a B2C marketer. And I think leaving that room, I think we all felt like we're a little bit of both. But there's some people that are hyper focused on B2B. And to hear how they're using thought leadership and insights to help propel their brand are things that I think we can continue to learn a lot from. There were some really exciting conversations as part of that group.

[B]

Yeah, that's a core mission of this meeting, really. We're not alone. Everyone's struggling with a lot of the same issues. Getting people together, sharing stories, sharing cases.

[A]

I mean, the main stage here is.

[B]

A series of case studies, and they're really interesting.

[D]

Well, that was one thing that we keep hearing that over and over again. Like, as I've talked to people from the ana, the number one thing everyone is asking for is case studies and tactics. Like, tell us how you did it, not just what the results were, but what did you do to drive those outcomes. And I think that's one of the things that the ANA is really good at. But just having the opportunity to brainstorm with people has been great because you can hear what worked for them and what didn't work for them. I mean, I'm sure you get to hear this all the time and hear real life case studies about, well, what's working for brands. And that's meaningful.

[B]

Endlessly interesting. You know, really every case is. And things change. Right. So now you're a strategic partner of the A and A.

[D]

We are.

[B]

Right. And along with Amazon ads and TikTok and Meta, et cetera, et cetera. And you're on stage tonight.

[D]

We are.

[B]

And it's a big stage. I mean, there's like a couple thousand people in the audience. So what's your message tonight? What are you saying? How are you handling that?

[D]

I think that our message is gonna be around storytelling. We're gonna have them off on stage tonight and as we introduce them, it's really about the power of storytelling and how Odyssey and Audio are bringing great stories to life and creating conversations that can drive meaningful impact for brands.

[A]

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[B]

I want to talk about your role, right You've been at this company a long time, long time. But you've been CMO for about six months, so relatively new. And about the same time a new CEO came in as part of restructuring, lots of other new leaders came into the company. So I've been in that situation a couple times in my career. It's exciting because it's a chance to reimagine yourself, the company, the team and how you work. So could you talk a bit about this time in your career? Relatively new, enroll with a new team, so talk about how you're coming together. What are you learning? How are you gelling? What's it like as you're reimagining this company? I'm sure we are.

[D]

We are. And we do have a lot of new faces, but we also have a lot of people that have been with Odyssey for a long time. So I feel like we've got some new leadership. But I'm also surrounded by people who I've worked with for a long time and I've been with odyssey for about 18 years. I started with Entercom, I've held a lot of different roles in the organization. The company has changed so significantly over the past 18 years. But because I've been here for so long, and because I've had a lot of different roles, I have had the opportunity to work with a lot of different departments and a lot of different people. And I think that that's sort of helping shape where we're going, because I try and collaborate really closely with the local markets, with the people on the folks on the brand side, with the revenue team, with our local account executives, with our local sales management, our market managers, our podc, our digital team. And I think because I've worked with those team members for so long, it gives me an interesting perspective to be able to bring that all together with a lot of voices being heard. And I'm hoping that in bringing that together, we're able to not necessarily reimagine the brand, but slowly evolve it in a way that we're showcasing and really amplifying these iconic brands that we have in our local markets and with podcasts, and at the same time, elevate the audience. Missing name.

[B]

So where are you focused now? I mean, you're relatively new in role. You know the company very well, and you probably have some freedom to create the role and create the scope. So how are you doing and how are you approaching that?

[D]

My role for the last five years was really on the sales enablement side. And so one of the things that I have to do is sort of think with a marketing lens and not with a sales lens. And my team's very good at helping me do that and saying, take off your revenue hat and start thinking, you know, and they've been amazing. But I think that a lot of what we're doing is really trying to focus on a lot of the brands that mean things to their local communities. And that local community could be a podcast community, and it could be fans of a sports team, and it could be radio station, but it's really about elevating the local brands and trying to amplify them and tell the stories about why our brands are so iconic, why they're so meaningful in the local communities, why that local talent is meaningful, the voices that we have on our podcast roster and continue to elevate what we're doing in sports and news, because it means a lot to the communities that we're serving. But more than that, people love listening, and it's really fun to be able to work on things that mean a lot to the fans.

[B]

So how are you going about setting up Your team? What could others learn by what you're doing? What capabilities do you feel like you need to win to achieve what you just talked about to finding the real fans of your various brands and properties, and sure that you're growing them, you're delighting them. How are you setting up your team? What could others learn from you?

[D]

So one of the really great things about having some new leadership in the organization is that they've come in with a fresh set of eyes and really have done a listening tour and talked to a lot of people in the organization, outside of the organization, to figure out where we need to grow, what should we cut back on? How do we become better at what we're doing? And I got to be part of that listening tour, and it was interesting because it was for. It was also a fresh set of eyes, even though I've been here for 18 years. So we had in some ways, pretty distinct digital business over here and a radio business over here. And I think that the fresh set of eyes has said we need to be much more integrated. And so tonight I'm on stage with Leah Rees Dennis, who's our head of podcasts. We're doing this together, and I think that we're today really working to be more unified, one Odyssey and structuring the team so that we can support the. And I know that Kelly, our CEO, is really focused on being one team, one odyssey. And I think we've made some pretty monumental moves to become one organization rather than separate teams. It feels like one place right now, and it's exciting.

[B]

I mean, culture's a big part, right? And there are parts of your culture, I'm sure, that are precious and you.

[A]

Don'T want to change.

[B]

And there are parts that you're probably questioning based on the listening tour. So can you talk a bit about the culture you and the team are trying to create for Odyssey going forward? Respecting from I was a P and G for many years, and we were always going through this thinking, what do we hold sacred and what do we change? It's kind of an ongoing story. You're never really done, but how's that going right now?

[D]

I started when we were Entercom, and Entercom was a really, I'd say, scrappy company. You know, we all wore a lot of hats, and today we're much bigger. We operate in a lot of markets. We've got a pretty significant presence. But I think that that Scrapp hasn't left us. And so when you say precious, I think that it is that sort of entrepreneurial attitude that is important at Odyssey. Whether you're in Cleveland or San Francisco or Detroit or Philadelphia or New York, you run your business and there's an opportunity for you to be entrepreneurial, to think differently, but do that with the sort of support of our team who's here to help you grow. And I think that that sort of entrepreneurial spirit is something that Dr. Our culture. And it also holds us all accountable because we all have an owner's mindset. And I think you have to today to be successful.

[B]

So where is your personal focus right now as you think about all the things you could do? Where are you hyper focused?

[D]

It's really about articulating what makes Odyssey unapologetically Odyssey. And I think that putting the brand out in ways that are going to resonate with our fans, with our clients, with our local communities, and articulate what really makes us special. And I think that we've got incredible spoken word content. I think that we are the leader in sports radio, sports audio, and we've got amazing storytellers.

[B]

Points of difference. Every great brand has points of difference. There's your points of difference.

[D]

Yeah. And I think that as an Odyssey brand, in some ways we're a house of brands and the brands really matter. Showcasing those and putting those on the stage I think is more important than ever. And it's someplace that I'm really focused that how do we get the creators, the local brands, the podcast brands out front and center? Because that's what really resonates with our audiences.

[B]

How do you know you're making progress? If you look at out 18 months, 24 months from now, three years, how do you know you're moving the needle?

[D]

I mean, growth number one is growth. As a company, we're hyper focused on growing our business and we have some KPIs for the marketing team. But I think ultimately, how are we growing as a company? And that's growth in audience, that's growth in revenue, that's growth in downloads, it's growth across the board. But I think that that's the number one driver of success. And if we can say that 18 months from now, we've grown all those metrics, then, and I think we're doing pretty good.

[B]

What do you love most about what you're doing?

[D]

The people. I feel really lucky to have such an opportunity to be creative with a group of super creative people that want to make a difference. And we all do this because we love it. And I wake up and I love my job. I wouldn't be here 18 years if I didn't. But it's the people that make it work. And I mean we're in the entertainment business. It's really fun.

[A]

I noticed that you have a partnership.

[B]

Relatively new with mogul, the athlete influence platform with about 30,000 college athlete influencers. Tell us about that. Why did you do it? What are your hopes?

[D]

We talked a little bit about sports but we are a big believer in expanding our sports as much as we possibly can. And this is a really good way to do it and gives us more talent to be able to tap into that. We can connect like minded brands in a way that makes sense. And so this is a natural partnership and we're exploring more.

[B]

Where do you start? I mean that's a big brief, right? Mogul's a big organization. It's a lot of athletes. How do you just get going?

[A]

Because partnerships are, you know, you have.

[B]

To start working and figuring it out.

[D]

Somebody once said to me, how do you eat an elephant? And one bite at a time. I try and say that to my kids all the time when they're, you know, one bite at a time. But it's really, you know, putting the right messages out and getting it out in front of the right brand so that we can test, learn, improve, make it better and continue growing.

[B]

I want to talk about your career path a bit. You referenced you've been at the company 18 years or so but you were at BBDO. I was late 90s and decided to go back to school it seems for MBA while you were still working.

[D]

I did.

[A]

And you ended up switching to media.

[B]

And have not looked back. So take us back to that time. BBDO was like the creative powerhouse in some ways they still are. So what was your thinking? Why did you choose to make that shift?

[D]

So I loved working on the agency side and I learned so much. But I was on the account side, worked really closely with our clients and strategy. But I knew that I needed to understand media to really move forward and to grow my career. And so I had an opportunity. At the time it was Susquehanna Radio. I went over and I worked at Susquehanna Radio and it was totally eye opening experience. I think the first two weeks BBDO.

[B]

To Susquehanna Radio it was quite a shift.

[D]

What have I done? And then I began to really learn the business and I love learning and trying new things and I hope I'm not afraid of change. I like change. And so when I it was probably at the time really scary but the best move I made because I got to learn a whole nother side of the business that has been the trajectory of my career.

[B]

Kind of prescient of you, right? You jumped over to media before all of the stuff that we're now living with started happening. It's a great place to be.

[D]

I mean, it's just fun, right?

[B]

And relevant and growing and a way.

[D]

That I think what I didn't know at the time is on the agency side, you know, strategic and creative and have an opportunity to build something. But on the media side, you get to do that too. And you're able to. You know, very early in my career, putting together great ideas was one of the most fun things that I did. And I came at it with a marketing perspective because I had this background. And now, you know, 20 years later, I feel like I'm still working on strategy and, and what are our objectives, what are we trying to solve for, how do we bring this all together? And it's been a fun ride, but I think it's because I've changed a lot and grown in that time by taking on new opportunities.

[E]

Hi, everybody. I'm Andrea Sullivan, the CEO of Vive and we have produced the CMO podcast with Jim Stengel for many years. And I'm sitting in his seat right now. It's so exciting. I wanted to tell you a little bit about one of our programs. It's called Vive by Vayner. It's a 12 month program that's designed for C suiters and founders. And we want to help people to grow their businesses, but also to grow themselves. And so we bring in people from Shark Tank to talk to our founders, but we also focus on wellness. We want to make sure that people are leaning into becoming their best selves, their best and happiest selves. So if you are someone that wants to learn how to grow your business and grow yourself, check us out at Vive Co. That's V Y V E co. We'd love to talk to you.

[B]

I want to flip to the creative brief. So what programs or shows over the course of your life do you look back on and say those were meaningful to me? They changed how I thought about something. They opened up my eyes to something. They entertained me in an unprecedented way.

[D]

Oh, that's such a great question. You said, what's the first thing you think of? The first thing that popped into my mind was the West Wing. And I remember watching that and thinking, I thought I wanted to go into politics. When I was in college, I was a poli sci English major, thought I wanted to go into politics and When I watched the West Wing, I felt like I was part of it. But that type of storytelling, the way that they told stories. Stories really resonated. And by the way, I rewatched it a couple years ago, and it was amazing.

[A]

Yeah, it still is, right?

[B]

It stands the test of time.

[D]

How about you?

[B]

Oh, golly. I remember. Just shows when I was young. The man from U.N.C.L.E.

[D]

Oh, yeah.

[B]

James Bond. I mean, I grew up in Lancaster, Pennsylvania, and my world was pretty small. I went to Catholic school for 12 years. I never really basically left my neighborhood and to watch those shows, and they're probably all misogynist, all these things right now, as you look back at them. But I thought, wow, the world's bigger.

[D]

Yeah.

[B]

And I think it changed a bit of my aspirations. And then I read a book when I was in high school, early college, called North Toward Home. It was written by a guy from the south who moved to New York and became a famous editor of Harper's and so on. And I also thought, what a cool life to be with creative people, to be around ideas, to be in a bigger city. So it was really his story about what it was like from small town to New York City and to work. Work in the media magazine space that also. I want a lifestyle like that. So those stand out.

[D]

Right. And sort of opened your eyes to what's possible. Yeah.

[B]

But I was a big radio person way back, and I still am. I still get up in the morning and begin with npr. I feel like I'm missing something. I'm obviously an avid podcast listener. There's probably 20 shows I bounce in and out of, and some of them, when I miss them, I feel like I'm behind.

[D]

Right. You know, so, yeah, it's funny. Like, there's so much content out there. There's so much great content out there right now. And, you know, sometimes I think, oh, I forgot about that.

[B]

Yeah.

[D]

Oh, that was so good. I forgot about that. But, yeah, I'm the same way. I have, you know, I have, like my. My three to five, like, constants, and I bounce around.

[B]

Yeah. I like to also have a variety. So when my mood's different. So we're talking about Amy Poehler before we came on. I mean, if I just need a break.

[D]

Right.

[B]

Listen to that. But if I really run, I listen to the Economist every day. That can be heavy, you know, so. But I kind of try to flip it around so I'm not just immersed in. In business, news or politics or, you know, I think the portfolio a little fun, too. Yeah. Absolutely, absolutely.

[A]

So you like live events too? I do see a lot of that on your social feed. So all the events you've been to.

[B]

Live, which one was most memorable?

[D]

Some. So we do a big event called We Can Survive in New York. And last year I brought both of my daughters and it was really special because your kids don't often think you're cool. And I think my kids thought I was cool. But just being there in the audience and looking around at thousands and thousands of people watching an artist up on stage watch with the Odyssey logo and our local brand logos and, you know, pride and thinking and having my, you know, at the time, 17 and 19 year old on either side of me, it was great. And now I've promised my son that he gets the next event. But it was special because I was a proud mom, but I was also a proud marketer and I was proud to work for this company that like brought these people together and some, you know, and just watching when people hold up their phones and they're all doing it at the same time, it's just. It's pretty amazing.

[B]

Yeah, yeah. Hits all things, right?

[D]

Yeah, yeah.

[B]

I saw Michael Jordan's last game with my son and my nieces and nephews and my brother. That was very special.

[D]

Yeah, yeah.

[A]

It was in Philadelphia.

[B]

And Allen Iverson was also on the court. Wow.

[D]

Yeah. I mean, I'd also say I love the Olympics and. And when I was in college, I was studying abroad and I went to the Little Hammer Olympics. And that was like, I looked at that and I was like, I want to go as often as I can because you see these, you know, I mean, at the time, you don't realize they're kids, but you see like these young athletes doing what they love at the absolute highest level. And it's amazing.

[B]

And we have LA around the corner.

[D]

Yeah, we do. I know, I know.

[B]

So initiative or campaign in your career that you think about as something that was extra special, extra meaningful to you, something you worked on.

[D]

I think the Odyssey brand launch, it was Paul, who was our CMO at the time, led the effort. And it was so exciting to be part of something like that where it was just massive. I mean, imagine everything from like the logo changes to just putting it out in the market, the consumer campaign, the business to business campaign. It was so fun to be part of and to feel like I had a voice in it. And now to be able to continue to elevate that five years later, I think four years later. But it was also exciting because I Felt like I was there from the ground up, working with the creative team and being able to have opinions and be part of the focus groups and then help evolve that to where we are today, where it's really sort of the umbrella for all of these iconic brands that we have locally. It's pretty cool.

[B]

And you're on the big stage tonight.

[D]

At the A and A. I know I. We're going to have a great video, too. I'm excited.

[B]

I'll be there. I'll be there.

[A]

I'll be there up front.

[B]

So the first brand you remember making an impact on you as a young girl.

[D]

I love advertising. That makes you feel the Nike, where you see these athletes doing amazing things, or Gillette, the best a man can get, where the dad and son are, like, shaving together. I think the first moment that I knew that advertising worked was I was like 7 or 8. I was in the grocery store. My mom was like, go get some bread. And so I ran to the bread aisle and I came back with English muffins, Thomas's English muffins. And my mom said, why did you get English muffins? And I said, because the nooks and crannies, I was like, advertising, advertising. And I think about that often, if.

[B]

They'Re still advertising, that they should be.

[D]

I don't know if they are, but I still buy Thomas's English muffins. And I do think they taste better because of the nooks and crannies.

[A]

Yeah, well, it's fall.

[B]

They have the pumpkin flavor ones now, which are great.

[D]

I'm not sure I'm going that far.

[B]

Who has been the most inspiring person in your life?

[D]

I've really been lucky to have a lot of amazing mentors, professionally and personally and coaches. But without a doubt, my mom, she was a teacher and she passed away about five years ago. But there isn't a moment like tonight when I get on stage and I'm probably going to be a little nervous talking in front of everybody. I'm going to think about my mom and the confidence that she instilled in me my whole life. So. So, yeah, she was amazing.

[B]

What did she teach?

[D]

Well, she was the preschool director for a very long time, and then she retired. And my sister's also a teacher. And my sister had just graduated from college and went and was teaching, I think, second grade at the time. And my mom went back and taught second grade and she was just. She was an amazing teacher to me, to all the students that she touched. But, yeah, she was my mentor, my Coach, my biggest fan, my biggest critic, and. And I'm here because of her. I think she'd be really proud.

[B]

I'm sure she would.

[D]

And especially my kids. That's my greatest achievement.

[B]

Yeah. Yeah. So I want to end with a question that Bob Liodis, who's the CEO of the ana, always asks on stage after a speaker's speak. He always asks, what's the one thing you're going to do when you go back to your office? Now, I'm going to twist that a little bit, so I'm going to say, what's the one thing that this conversation made you think about as you return to work and go back to your team?

[D]

Number one, appreciation for them. Because as we've talked and even walking around the Anas, I'm really lucky to be surrounded by amazing people that care a great deal. But I think also that we need to be fearless and unapologetically odyssey and think about the way that we go to market and not be afraid. Let's go test things and break things and be creative, because that's. That's what works. It's not staying in the lane. It's being unafraid to try something new, to be creative, to be bold. And I think that that's where we're going, and I want to do more of it.

[B]

That's a great way to end Jenny.

[A]

I love that thought.

[D]

Thank you.

[B]

That's the only way to play. Right.

[D]

Thank you.

[B]

Because it's more fun.

[D]

It's more fun.

[B]

You have more impact. Your team will remember this experience. They'll want to stay a part of it.

[D]

Well, I think about the most most important or pivotal moments in my career or even in my life, and it's always been when I took the risk. So I hope we can do more of it.

[B]

I love it.

[A]

Well, thank you for this gift.

[D]

Thank you so much. This was so much fun.

[B]

Yeah, for me, too.

[D]

It was great. I'd love to be back in 18 months when we've grown.

[B]

Okay.

[A]

Very good.

[B]

You'll come back on the show.

[D]

Yeah, exactly. All right, thanks.

[A]

That was my conversation with Jennifer. Jenny Nelson. Three takeaways from this one for your business, brand, and life. Takeaway number one, stop treating B2B and B2C as silos. Jenny's core messages, think of them as one voice. It's one brand, one voice everywhere. It's not just B2B or B2C anymore, says Jenny. It's about how you connect them. So your brand is talking to everybody in the same authentic way. Takeaway number two Let your story be real. Don't script the soul out of it. What breaks through is human, unscripted storytelling that applies to shows and to ads. Give creators the brief and the belief and then get out of their way so audiences feel the genuine connection. The best content is authentic storytelling. Creators tell us, don't give me a script, give me bullet points so I can tell the story my way. And third takeaway Operate as one team, Unified, agile and bold. We hear this theme a lot on the show show and it's an important one. Break down the silos between departments and build a shared vision that connects every touch point of your brand. The strongest organizations move as one, collaborating across channels, encouraging experimentation and empowering people to act quickly without fear of failure. Jenny says, we need to be fearless and unified. Test things, break things, be creative, because that's what drives real growth. That's it for this week's episode of the CMO Podcast. As always, I would be grateful if you shared our show with your friends, along with subscribing and leaving a review on Apple Podcasts, Spotify, or wherever you listen. The CMO Podcast is a Vive original production.

[B]

The views and opinions expressed by podcast speakers and guests are solely their own and do not reflect the opinions of.

[A]

Our sponsors or its personnel. Nor do our sponsors advocate or endorse.

[B]

Any individuals or entities featured on the episodes.