Data-driven marketing strategies and how to build customer ecosystems, with Yana Sirenko

Episode notes

In this episode of CMO Convo, Yana Sirenko (Samsung) explains how the role of marketing is shifting from execution to orchestration, where success depends on how well teams collaborate across data, partners, and markets. From treating data as a competitive advantage to navigating cross-cultural teams, this conversation reframes what modern marketing leadership actually looks like. In this episode: → Why marketing is moving from campaigns to customer ecosystems → What it means to treat data as a “strategic currency” → How AI is changing targeting, segmentation, and decision-making → The reality of partner ecosystems and brand control across markets → Why leadership today is about influence, not control

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