75: Lessons in Performance Branding and Team Dynamics - with Gwen Lafage, VP Marketing, Global Brand and Content at Sinch

In this episode of "Women in B2B Marketing," host Jane Serra welcomes Gwen Lafage, VP of Brand and Content at Sinch, to discuss her journey in marketing. Gwen shares insights from her experiences in both B2C and B2B sectors, emphasizing the evolution of marketing tactics and the critical role of storytelling in branding. They explore how brand campaigns integrate with demand generation and highlight the importance of human connection in marketing. The conversation also delves into the value of transferable skills in career transitions and the necessity of self-advocacy and internal communication within marketing teams.

Gwen and Jane talk through:

• Valuing human connections in brand marketing and relationships.
• Gwen's journey from B2C to B2B marketing.
• Advantages of agency experience for in-house roles, including context switching skills.
• Integration of brand campaigns with demand generation efforts.
• The concept of "performance branding" and its impact on business results.
• The importance of understanding business goals in campaign development.
• Linking product features to overarching brand narratives in campaigns.
• Linking complex technical updates to customer stories, enhancing understanding and engagement.
• Collaboration between brand, product marketing, and regional teams for campaign success.
• Insights into the difficulties of forming effective teams post-reorganization, especially after acquisitions.
• Maintaining a forward-moving mindset amidst organizational changes.
• The necessity of self-advocacy and visibility in the workplace.

Key Links:

Guest: Gwen Lafage - https://www.linkedin.com/in/gwen-lafage/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/