Latest Episodes

The NOW Gen


Consumer engagement in a fast-paced world with Suzanne Lindbergh

Having a strong social media presence is something that brands in the NOW Gen are looking for. Marketer are looking to create connections with their customers, and social media has become the perfect channel. In today’s episode we will talk about the positive results that come from organic connection with customers, specifically through social media. If you want to learn about a more human approach to this customer engagement get your notepad, because today’s episode is full of incredible insights from a marketing star. Our guest, Suzanne Lindbergh, Global Head Social Brand Strategy, Social Media and Content, and Influencer/Creator Marketing at UBER, shares her best practices and motivates marketers to start now.


Suzanne Lindbergh


  • From being an Uber user to actually working for Uber.
  • Social Media as a two-way street for marketing strategies.
  • Crafting customer-centered strategies to improve engagement.
  • Marketing should always be on, as customers are always on the lookout for more.
  • Human connection is key to foster customer loyalty.
  • Social Media should not always look like a polished marketing campaign.


“We have extensive Uber support handles across Twitter and across Instagram and across LinkedIn, where if you’re having a problem, maybe a food order is taking a little bit longer than you feel it should, you can get some answers and information via Uber support on social media.”

“It’s one of the few pieces of marketing that allows you to actually establish a two-way conversation every single day, you know, 24/7, you know, throughout the year globally, to find out what customers are thinking and saying to engage with them, to have a little bit of fun with them, a little bit of banter with them.”

“Certainly, we use the handles to inform, about what we’re working on. Maybe there’s a new comms initiative, a new product feature, and a new social impact initiative that we’re engaging in. So we use the handles and all the, that we, on a daily basis, have to let people know what we’re up to.”

“But we also use our social media channels just to establish a really human relationship with our customers. And what I often say is, I say, social media can often be the welcome mat for customers.”

“I think that people want to be heard, right? I just think, in general, it’s a very core psychological, need that people have to be heard. And, we get lots of really, so on the support side, we’re solving problems. We’re quite literally solving problems and people are very appreciative.”

“So our support function is so important. And then on the this side of things where it’s conversation and engagement and banter, I think, there’s an affiliation that I think people want to have with the brands that they love.”

“I think people just really like to know that there are human beings on the other side of, of the Twitter page or the, the software. there are folks that wanna make sure that their experience is a good one, with all the best intents and all the best hope for, for great outcomes. And there’s a little bit of a magic that, that I think that, great brands bring to their customers, right? Is a little bit of a magic in the product itself, but sort of a magic in how the brand communicates with you as well.”

“We’ve had great success in really increasing engagement with customers. I think we did a, after 2022, I think we did a year up nearly 600% in engagement year over year, which just tells me that what we’re doing is working really nicely. So we’re increasing in engagement, increasing in brand sentiment, and hopefully, making people feel like, they’re appreciated as customers of the brand.”

“People want, like I said earlier, people want to see a human side to the brand. People want to, break that fourth wall a little bit, and they want to, feel like they’re engaging with other human beings. It’s a very, like I mentioned earlier, it’s a very, very basic psychological need for, for most folks. and UGC really helps, to engage with communities.”

“It really helps when we highlight some user-generated content. people are so appreciative when we do that. They, they love that we’re highlighting people who’ve had a great experience with the brand or we’re just, we, we highlight people who, have interesting and compelling things to say about Uber or say about the brand.”

“TikTok has basically informed all social media channels that you better not show up too polished, and you better not show up with ads, you know, and very highly polished marketing content. Yeah. Social media has changed dramatically. You better show up to every channel on social media with content that feels like it’s kind of scrappy, that it was shot on an iPhone.”

“It should not feel like it’s a polished marketing campaign every time you turn to social media.”

“We make room for, for very nicely done campaign assets on our social media, but they must be interwoven with UGC content, content that’s made easily and in the moment on an iPhone content that leans into culture and leans into trends that we’re seeing on social media in the moment.”

“UGC is a big part of what we do, and we shine a light on a lot of folks. and there are positive experiences with our product and with the app, and then we highlight those on our social media as for which channels we think work the best.”

“So that’s what we heavily leaned into during the Super Bowl just last week to get, we did a big Uber one campaign at the Super Bowl to get Uber one trending and to engage with other brands and engage with customers who really liked our Super Bowl ad that in the moment by far, is Twitter.”

“TikTok has become really like an, an uber lifestyle play for us. It has to be very short form content, short video, very relatable. And we have chosen attacked of using creators and our own in-house creative team, who sits a, a a gentleman who sits on my team to create fun, entertaining, it’s an entertainment platform, TikTok, fun, entertaining videos that sort of encompass the uber lifestyle and, from food culture to transportation culture, all the funny and silly little things that we do, when we’re ordering food or, and or eating.”

“Our teams are innovating all the time. We have a, an incredibly robust engineering team, an incredible product marketing team. I feel like every week we are adding a feature or doing something that just makes everybody’s lives easier.”

“So between now and the next couple months, you’re gonna see a redesigned app, that’s gonna just make things a lot easier for folks to navigate the app. Okay. And the tiles in the app, you’re gonna see some other incredible features that we’ll be talking about, and always with the goal to listen to customers, hear what they’re saying, right.”

“From an engineering standpoint, we’ve come up with unique and new and incredible ways to make people’s lives easier in the app and to make, you know, the app itself easier to use, but it’s just also easier to get a car, easier to get a delivery, more products.”

“I think it’s something that’s been sorting, so kind of bubbling up over the last couple of years, but marketing has changed pretty dramatically. And if companies are not employing sort of an always on marketing strategy, I think they’re kind of making a big mistake.”

“There are still definitely big campaigns, but in between each big campaign, there is a constant effort to keep in touch with the customer, both future customers and current customers through CRM tactics, through social media, through smaller promotional efforts like in performance marketing that has a very direct call to action in the moment.”

“Marketing has become an always on effort. Every different group within the company has to play its role. the comms team plays its role, social media in concert with that comms team plays an important role.”

“It’s like this cross-functional effort that is constantly kind of morphing, changing based on the day, but has to be a really important cross-functional effort so that we are engaging and talking with the customers every single day.”

“You wanna be talking with your customers both to hear what they’re having to say, but also sharing with them how you’re gonna make their lives better and solve problems for them every single day.”

“That’s how you can start the conversation with people and you’ll start to grow followers and start to, to increase your engagement. And as you’re building, the company and sort of the, the larger marketing strategy, you’ll have already established yourselves with some customers and be engaging with them.”

“I always tell people, like, don’t, don’t sit around and fret about, oh, how we, how can we get started? We don’t have resources. It takes one person to get started. It quite literally takes one person to get started, just get started and start doing it now. and, it will, it will pay back dividends in the future.”

“Well, you can’t create momentum if you’re just coming out in sporadic spurts of here and then nothing for a while, and then here.”

“I mean, that’s really ultimately what customers, and companies are trying to, companies trying to create a relationship with their customer, a trusted relationship. and out of that relationship is hopefully a, a, you know, it’s, it’s both a personal relationship that ultimately is at times a business relationship as well.”

“That’s a, you know, and companies just need to, you, you almost need to break it down and think of things just on a much more simple human perspective. Just behave like a human. The best brands just behave like humans.”

The importance of speed and agility in data driven digital marketing

The marketing industry is a moving journey where you need to learn faster to become relevant. Rahul Chowdhury tells us about rapid changes in digital marketing and understands that nothing is static. Rahul reminds us of the importance of building a great team in these NOW Gen moments, having processes, and having the agility to be able to see business along with the consumer. But do you know what agility means? It is about creating an operational model process based on data and then analytics, which converts the data into insight.


Rahul Chowdhury


  • Data driven marketing.
  • Emerging markets.
  • Nothing is static and the learning curve.
  • Converts the data into insight.
  • New consumer behavior.
  • Faster growth than ever for a brand.
  • The importance of building a great team.
  • The consumer makes very simple decisions.


“The journey was how do I jump ahead and learn where the industry is moving? How do I get to that wavelength, where I am leading along with the industry and learning faster than the industry to become more relevant.”

“The first, most important principle that we all probably agree on is there is nothing static and that the learning curve will never saturate at least in the near term. So what that means is having a team, having processes, having the agility to be able to always disrupt.”

“It also means how do consumer and business evolve, so you could have the agility and the mindset, you could have the talent, but understanding how do you see your business with, along with the consumer at 25 30 in the year 2025 in the year 2030.”

“What does it mean for agility? And the Now Generation for me in 2022 is how do I create an operating model process, which can continuously disrupt? What did we about 2021 is not going to be relevant now, what is going to be relevant also? Where do we need to double down? How, and who do I need to add to the team? What skillset am I missing?.”

“If you do not have a rich way of understanding what’s happening and that’s based on data and then analytics, which converts the data into insight. Because I have also been in conversations with a lot of people who want to move, but they have no light on where to move.”

“What is a new consumer behavior and how do we get across it, not based on what we hear, but based on actual data and how we then refine that insight into what should be a new marketing strategy.”

“If you are stiff and you don’t want to change, and you’re not flexible and adaptable, then you’re not going in the right direction.”

Digital Business as a Powerful Growth Engine

Have you wondered what goes into the wire transfer industry? In this episode, we talk with Francisco Tejeda, VP of Digital Business at Intermex, Wire Transfer, about using digitalization to connect with people and make business efficient. His previous experience also prepared him for the customers’ required speed for his current company. Get ready to hear an honest, human-centered, leader who encourages the NOW Generation to enjoy what we are doing and look forward to growing where we are. Francisco’s insights are remarkable, and his experience backs him up.


Francisco Tejeda


  • Wire transfers are a global industry
  • Helping connect customers with their loved ones
  • Making consumers the priority of your business
  • Advance technology and digitalization are key to growing a multinational business
  • Enjoy what you’re doing, life is important.


“The biggest market for money transferring in the world, it’s actually from the U.S. to Mexico. That is actually the biggest market. So for us, it’s also super, super important and very relevant because we are the largest brand that sends money to Mexico.”

“And we really respect and try to help as much as we can these consumers because again, they’re our heroes and they’re helping their communities are helping their families. And we try to know as much as we can about them to really help them and treat them with respect and treat them with the quality they deserve to send their money via our stores or retail stores, or via online or app or web as well.”

“When we’re talking about consumers, in Hershey particularly we have we had a category of products, which we call instant consumables, you know, so that is an interesting choice of words because we also have packaged candy. In package candy, you typically go to a supermarket, you buy a bag of kisses, whatever you take it home, and you consume that every day or every two days or whatever, you consume it afterward, but instant consumables are single-size chocolates or candy that are typically in the front end, in the checkout.”

“And there is a high percentage of them that are going to, they’re going to buy it because they like to have it at the moment. So that’s instant gratification, for sure. Like the very definition of instant gratification.”

“So technology is very important because if technology assigned to, for you to wait five days to deliver the money, then the digital technology is not up to these times. And the consumer needs you, technology needs to be aligned on the side to send the money now.”

“Life is important for you just enjoying what you’re doing, if you want to grow, like in my case, focus on that and think about that and think how you can grow within your company or search or the opportunities or whatever. But, my advice would be to understand yourself, understand your stress threshold, and what you want to do because everything has a cost.”