Welcome!
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Today, we’re joined by marketing executives Mary and Kim. Mary shares how she blends creativity with data to build impactful brand campaigns, while Kim offers insights from her experience leading growth in highly regulated industries. Together, they explore the evolving role of AI in marketing, strategic brand building, and what future-focused marketing looks like in action.
Mary Koburi began her role as Director of Marketing at BirdsEye Security Solutions about two months ago—a position tasked with developing a marketing strategy from scratch. Bird’s Eye Security Solutions provides comprehensive security services, particularly within the transportation sector, offering clients a suite of safety and facility management tools.
“Building the brand accordingly is a high priority of mine, making sure we’re a thought leader in the industry with real data.”
Mary is especially thrilled about blending 360-degree protection with a seamless mix of SaaS and hardware. Her background in SaaS, extending across transportation, pharma, and fintech, gives her a unique edge in crafting dynamic marketing strategies.
“Leveraging data-driven personalization using customer data that you probably already have to tailor messaging is crucial.”
Building brand equity and establishing a reputable presence as a thought leader are top priorities for Mary. She aims to position Bird’s Eye as an industry leader through data-backed claims and exemplary service, while addressing challenges within C-suite dialogues to balance lead generation and foundational growth.
A key strategy involves data-driven personalization, making use of demographic and behavioral profiles to deliver precise messaging. Mary also leverages AI for process automation, facilitating social media management and content generation.
AI offers immense potential for Mary in automating tasks and enhancing content strategies. As her team grows, AI becomes increasingly vital for streamlining operations without losing the personal touch.
Tools like Sprout Social and Grammarly play a crucial role in optimizing Mary’s marketing efforts through automated social content generation and improving communication clarity.
Kim Tran serves as the head of marketing and business development at Gimmal. The company specializes in lifecycle records and information management, providing solutions for data governance across various sectors.
“Innovation is really this concept of incremental progress and incremental testing.”
According to Kim, staying ahead in the rapidly evolving digital landscape of 2025 involves short-term strategies paired with long-term thinking. She emphasizes the importance of curiosity and constant testing.
“As marketers and just tech in general, keeping ahead and having that futuristic forward thinking is really what keeps us from becoming dinosaurs.”
Kim has played a pivotal role in building a community-led ecosystem, encouraging education and engagement without the pressure of constant selling. The customer education series has been significant in establishing trust and elevating client expertise.
AI plays an essential part in Kim’s strategy, enhancing her team’s capabilities by amplifying existing functions. Tools native to her tech stack enable efficiency and innovation across marketing automation tasks.
Kim appreciates the diverse perspectives AI tools bring, democratizing technology use across her team. By rotating between platforms like Google Image Labs and Stanford’s Storm, she ensures a broad viewpoint is maintained.
Both Mary Koburi and Kim Tran showcase unique insights into the marketing sphere, blending strategy with innovation to meet the demands of modern marketing. Mary’s experience with BirdsEye highlights AI integration and personalized marketing, while Kim’s role at Gimmal emphasizes community engagement and adaptive strategies for future growth. Their stories illustrate the dynamic nature of marketing leadership in today’s evolving landscape.
Explore our archive of NTM’s original podcast, The School for Humanity, created to discuss the greatest challenges humanity faces and help promote those who are helping to find solutions.
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