Building Great Experiences · 2025-12-03 · 40 min
In this episode, Drew sits down with Rob Horton, Senior Vice President of Brand and Digital at the YMCA of Greater Charlotte, to explore the future of customer experience, modern marketing, and how AI is reshaping personalization. Rob’s background spans iconic CPG brands (Nestlé, Coca-Cola), a decade in architectural coatings, agency leadership, and economic development - before stepping into a mission-driven marketing role at one of Charlotte’s most community-rooted organizations. That breadth gives him a uniquely sharp understanding of what today’s consumers actually expect: clarity, relevance, guidance, and meaningful human connection. Drew and Rob unpack the Y’s modernization efforts - Salesforce, Marketing Cloud, first-party data, and personalized onboarding and discuss the broader shifts happening across marketing as AI accelerates. They dive into why “guide, don’t inform” is becoming a foundational principle, how brands should blend analog and digital moments, and what leaders should focus on to stay competitive.
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