Segment to superstar: How SiriusXM grows passionate audiences
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Segment to superstar: How SiriusXM grows passionate audiences
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About this listen
Can a brand built on car radios win in a streaming world?
JulieAnne Evanina, Former SVP of Brand, Creative and Media at SiriusXM Radio, joins hosts Gabriel Cohen and Holly Osborne to unpack how the company moved from free trials to true fandom. You’ll hear how segmentation and product strategy shaped a brand evolution, why “personal connection” beats pure algorithms, and what it takes to rally a large organization around measurable brand outcomes.
What you’ll learn:
- How to build a segmentation model that guides real decisions, not just a slide
- Ways to protect your core audience while investing in growth segments
- The role of human curation and hosts in driving consideration and retention
- Turning creators and niche passions into sticky loyalty (yes, including heavy metal)
- Running a brand evolution tied to product updates, not vanity design
- Selecting and measuring leading indicators that predict revenue impact
- Using distinctive brand assets (sonic cues, mascots) to boost recognition
- Practical tactics to activate employees as advocates and co-creators
Listen for concrete examples, simple frameworks, and metrics you can steal for your next brand, content, or growth initiative.
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