Uncensored CMO: Chaos, Creativity & Courage - How Tubi Took on the Streaming Giants with Nicole Parlapiano

Release Date: May 14, 2025
Host: Jon Evans
Guest: Nicole Parlapiano, CMO of Tubi

1. Introduction and Background

In this episode of Uncensored CMO, host Jon Evans welcomes Nicole Parlapiano, one of the most entrepreneurial Chief Marketing Officers (CMOs) in the United States. Nicole brings a wealth of experience from her tenure at high-profile companies like WeWork and Tinder, as well as her entrepreneurial venture in the dating app space. Her recent nomination as Forbes' Entrepreneurial CMO sets the stage for an insightful discussion about navigating the volatile landscape of marketing in tech-driven industries.

2. Defining an Entrepreneurial CMO

Nicole kicks off by elucidating what it means to be an entrepreneurial CMO. She emphasizes a board-level vision and the importance of thinking beyond traditional marketing boundaries.

Nicole (01:10): "You're thinking with a board lens. You're thinking across the business... about how we're going to win in an industry, in a market."

This approach involves driving impact beyond marketing, incorporating the consumer's voice into product, content, and financial strategies, even if it means stepping outside conventional marketing roles.

3. Marketing Beyond Traditional Boundaries

Jon and Nicole delve into the expansive role of marketing, highlighting that it's much more than just creative campaigns. Nicole underscores the necessity for marketers to adopt a business-first perspective, being resourceful and flexible in the face of limited budgets and rapid technological changes.

Nicole (02:42): "You have to dig deep and you have to get that entrepreneurial spirit... to constantly challenge yourself."

This mindset fosters innovation and adaptability, crucial for navigating today's disrupted markets.

4. Nicole's Career Journey

Nicole shares her personal career trajectory, starting with her experience during the 2008 financial recession. Losing her job in private equity, she pivoted to marketing at eHarmony, marking her entry into the tech and marketing spheres.

Nicole (06:30): "I had to really think about what am I going to do to make money... from nannying to selling Christmas trees."

Her entrepreneurial spirit led her to co-found a dating app aimed at younger audiences, which was eventually acquired by Match Group, despite not achieving standalone success.

5. Lessons from WeWork

Nicole recounts her tumultuous experience at WeWork, witnessing its meteoric rise and dramatic crash. She reflects on the intense growth phases and the subsequent fallout when the company's valuation plummeted.

Nicole (12:07): "Going from a $4 billion valuation to barely 500 million is not an easy thing to experience."

This period taught her the importance of financial prudence and resilience, crucial traits for any CMO navigating corporate upheavals.

6. Transition to Tinder and Cultural Adaptation

Following WeWork's collapse, Nicole transitioned to Tinder just before the COVID-19 pandemic intensified the challenges at WeWork. She discusses the stark cultural differences between the two companies and the importance of reading the room when integrating into a new organizational environment.

Nicole (19:40): "I should have decompressed more... sometimes you need a little bit more tact and a little bit more grace."

This adaptability was pivotal in her successful shift to Tinder, where she could apply her marketing prowess in a more stable and innovative setting.

7. Creativity and Risk-Taking in Marketing

A significant portion of the conversation centers around embracing creativity and taking calculated risks. Nicole highlights the success of Tubi's Super Bowl ad, a disruptive campaign executed in partnership with Mischief, known for their bold and unconventional advertising strategies.

Nicole (35:22): "We'll get fired for the things we don't do and the risks we don't take... you might as well go out swinging."

This philosophy underscores the necessity of boldness in marketing to stand out in a saturated market.

8. Case Study: Tubi's Super Bowl Ad

Nicole elaborates on Tubi's Super Bowl advertisement, which featured a giant rabbit abductor navigating viewers to personalized content rabbit holes. The ad was designed to disrupt traditional streaming narratives and highlight Tubi's unique, consumer-driven approach.

Jon Evans (41:02): "The biggest antidote to neutrality was surprise."

This strategy paid off, as the ad elicited strong emotional responses, significantly reducing audience indifference and increasing engagement.

9. Brand Redesign for Tubi

Nicole discusses the comprehensive brand redesign undertaken at Tubi to align with the company's evolving ethos. Collaborating closely with design experts, they revamped the brand's visual and verbal identity to reflect values of being inviting, exciting, and mischievous.

Nicole (47:56): "When we really got in touch with who the brand was and what it meant to people, the design system did not reflect those emotions."

The redesign extended beyond digital interfaces to physical spaces and event representations, ensuring a consistent and emotionally resonant brand presence.

10. Innovative Strategies in Streaming and Advertising

In addressing the competitive streaming landscape, Nicole outlines Tubi's unique positioning as a free, ad-supported platform. She emphasizes the importance of educating advertisers on targeting capabilities and leveraging Tubi's diverse audience base, which includes 30-40% of viewers who do not consume other forms of streaming.

Nicole (48:19): "It is an essential part of your media buy and free streaming in particular, because it offers scale."

This approach not only broadens the advertising market but also enhances Tubi's value proposition by catering to underrepresented viewer segments.

11. Balancing Corporate and Creative Priorities

Nicole provides insights into maintaining a balance between corporate objectives and creative innovation. She stresses the importance of strategic alignment and ensuring that creative initiatives are grounded in business goals.

Nicole (60:19): "What are we trying to overcome and what's the challenge? And how does this creative deliver on those things."

This disciplined approach ensures that creativity serves as a vessel for achieving tangible business outcomes rather than existing in isolation.

12. Advice for Aspiring CMOs

Wrapping up, Nicole offers valuable advice to the next generation of CMOs. She encourages patience, flexibility, and embracing diverse career paths. Nicole emphasizes that resilience and the ability to pivot are critical for long-term success.

Nicole (64:19): "Take that pressure off, give yourself some grace. Where you start doesn't need to be where you end up."

She advocates for a varied career journey, highlighting that non-linear paths often cultivate the most innovative and effective marketing leaders.

13. Final Thoughts: Embracing Resilience and Creativity

In conclusion, Nicole underscores the importance of resilience and creative problem-solving in marketing leadership. She reflects on the collective experiences of navigating failures and successes, advocating for a culture that celebrates both.

Nicole (68:09): "There's more of that. More of the differences... More of the soldiers than me."

Jon Evans and Nicole agree on the necessity of recognizing and honoring the varied journeys of marketing professionals, fostering an environment where creativity thrives amidst constraints.

Key Takeaways:

• Entrepreneurial Vision: CMOs should adopt a holistic, board-level perspective, driving cross-functional impact.

• Adaptability and Resilience: Navigating corporate upheavals and cultural shifts requires flexibility and mental fortitude.

• Bold Creativity: Taking calculated risks and embracing unconventional strategies can significantly enhance brand visibility and engagement.

• Strategic Brand Alignment: Ensuring that creative initiatives are tightly aligned with business objectives fosters sustainable growth.

• Educating Stakeholders: Effectively communicating the unique value propositions to advertisers and internal teams is crucial for platform success.

• Mentorship for Future Leaders: Encouraging diverse career paths and resilience can cultivate the next generation of innovative marketing leaders.

Notable Quotes:

• Nicole (01:10): "You're thinking with a board lens. You're thinking across the business... about how we're going to win in an industry, in a market."

• Nicole (35:22): "We'll get fired for the things we don't do and the risks we don't take... you might as well go out swinging."

• Nicole (47:56): "When we really got in touch with who the brand was and what it meant to people, the design system did not reflect those emotions."

• Nicole (60:19): "What are we trying to overcome and what's the challenge? And how does this creative deliver on those things."

• Nicole (64:19): "Take that pressure off, give yourself some grace. Where you start doesn't need to be where you end up."

This episode offers a profound exploration of the multifaceted role of an entrepreneurial CMO, blending personal anecdotes with strategic insights. Nicole Parlapiano's journey exemplifies the intersection of resilience, creativity, and strategic acumen essential for leading marketing initiatives in today's dynamic business environment.