After fielding a consumer survey and observing new insights, supplement brand Thorne launched a marketing campaign that focuses on the brand’s differentiators rather than product outcomes. Chief Growth Officer Mary Beech shares why the company shifted its focus, new ways it’s acquiring consumers through experimentation, and the brand’s approach to influencer marketing.

The new CMO at Buy Now Pay Later platform Sunbit, which partners with merchants to offer consumer loans for everyday expenses like auto repair and dental care, has joined the 10-year-old company to scale the business and build on its brand promise. We spoke to the marketing chief about her pivot to fintech, brand building at scale, the importance of establishing and nurturing trust, and why it’s critical for marketing leaders to remain in a perpetual state of learning.

Scammers are now using generative AI to commit return fraud — and luxury bedding brand Boll & Branch was nearly a victim. In February, a scammer using generative AI submitted a fabricated photo of a ripped Boll & Branch sheet to customer service, claiming it arrived damaged, said Co-founder and CEO Scott Tannen. Fortunately, the retailer quickly identified the picture as fake. We spoke with Tannen about the incident and how it became a hot topic on LinkedIn.

Lastly, AMC Networks’ new Silicon Valley drama “The Audacity” will have its world premiere this weekend at SXSW, following a sneak peek of the series that was revealed in January at CES. We spoke to AMC Networks' CMO Kim Granito about the motivation behind activating at the events.

Until next week,