Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM

This week, we sit down with Nicole Parlapiano, CMO of Tubi, the leading free, ad-supported streaming television (FAST) with the largest content library on the planet - 275 K+ movies and TV episodes. Nicole unpacks how she’s rewriting the rules of entertainment marketing: brand-first positioning, bottom-up cultural relevance, and creative swings that punch way above their media weight.

One of the key takeaways from this episode is Nicole’s conviction that the monoculture is DEAD - growth now comes from igniting micro-communities at scale. We also dive into how commercial acumen (private-equity roots, P&L obsession) makes a modern CMO indispensable at board level, why most brands misuse social media, and the power of constraints to unlock breakthrough creativity. If you’re building a challenger brand - or simply fighting for standout work - this episode is for you!

Watch the video version of this podcast on YouTube ▶️: https://youtu.be/cBuq9amnM9c

📚 Chapters:

• (00:00:00) - Intro 🎙️
• (00:03:29) - Nicole’s background
• (00:14:30) - Favourite challenger brand 🌶️
• (00:17:03) - Challenging Convention 🌐
• (00:26:02) - Rethinking social 📱
• (00:33:55) - Creativity, risk & Super Bowl lessons 🎨
• (00:38:32) - Lightning Round ⚡

🖊️Mentioned in the show:

• JC penny
• Chilis

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Nicole Parlapiano of TUBI in this episode.

Find Rival online at www.wearerival.com & LinkedIn.

Find Eric on LinkedIn.

Find Nicole on LinkedIn.

Say hi at media@wearerival.com, we’d love to hear from you.

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024