How to Build Insights-Driven Marketing Campaigns | Nataly Kelly of Zappi - Marketing Happy Hour

What makes a great campaign truly effective? And how do you scale brand success globally without losing authenticity? In this episode, I sit down with Nataly Kelly, Chief Marketing Officer at Zappi, to unpack the new rules of marketing in a world powered by connected insights, AI, and always-on consumer data. Nataly shares highlights from Zappi’s State of Creative Effectiveness report, the inside story behind her upcoming book Brand Global, Adapt Local, and how marketers can thrive by leaning into curiosity, clarity, and continuous feedback. We also touch on the emotional side of career pivots and why finding the right next step is more about mission than job titles.

Key Takeaways:

// Connected insights aren’t just a buzzword — they’re a system for improving creative, product, and brand performance with real-time consumer input.

// AI is not replacing marketers—it’s enhancing our ability to make smarter, faster, insight-driven decisions.

// If you’re out of work, you’re not alone — Nataly shares a powerful framework for finding clarity in the in-between.

The State of Creative Effectiveness Report: HERE

Learn more about Zappi: Website | NewsletterConnect with Nataly: LinkedIn | Brand Global, Adapt Local (Book) | Find Meaningful Work (Guide)

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