Future Commerce · 2026-02-25 · 49 min
Jonathan Cohen, CMO of Onyx Global Group (Pure Daily Care & Aquasonic), joins Phillip and Alicia to trace the arc from Amazon-first launches to TikTok Shop dominance. This week, we unpack the unmeasurable and explore what it actually means to cede your marketing playbook to a creator economy that doesn't need your permission. Control Is Overrated, Anyway Key Takeaways Creators are the new CMOs. Brands don't cascade strategy; creators build their own. Amazon reviews are still currency. Early investment in social proof compounds over the years. Sampling is a long game. Expect results two to three months out, not just the week of Black Friday. TikTok Live provides free focus groups. Real-time customer feedback can greenlight a new product line and unlock new growth opportunities. You can't dashboard everything. The brands with staying power are building habits, not just conversions. "The creators are our mini CMOs.
Other episodes covering the same guests and topics, from across The B2B Podcast Index.
Retail Media In Your Ears: Inside Dollar General's 21,000-Store Audio Network83 / 100
Bedfellows: How Boll & Branch Keeps Humans and AI in the Same Sheets72 / 100
K:LDN 2026: The Architecture of Meaningful Connection61 / 100
Korean 'Dopamine Sites' Let You Shop Without Shopping60 / 100
Inside Lululemon’s Resale Engine68 / 100
