Information is everywhere. For businesses, information is everything. The roles of CIOs, CTOs and other transformative leaders have evolved to impact all areas of business, from employee experience and digital labor to product development and the customer experience.
Hosted by Ann Funai, CIO and VP of Business Platforms Transformation at IBM, Transformers the podcast takes you behind the scenes and screens of these transformative leaders, exploring their real-world challenges, inspiring lessons, and best practices. From personal transformations to the transformative influences around them, Ann and her guests explore what it is to be transformers. Tune in every other Wednesday at 7am EST.
Information is everywhere. For businesses, information is everything. The roles of CIOs, CTOs and other transformative leaders have evolved to impact all areas of business, from employee experience and digital labor to product development and the customer experience.
Hosted by Ann Funai, CIO and VP of Business Platforms Transformation at IBM, Transformers the podcast takes you behind the scenes and screens of these transformative leaders, exploring their real-world challenges, inspiring lessons, and best practices. From personal transformations to the transformative influences around them, Ann and her guests explore what it is to be transformers. Tune in every other Wednesday at 7am EST.
In this episode of Transformers, Ann Funai sits down with Barbra Sainsurin, GCMO of Anthropologie Group, to explore the fast-paced world of B2C marketing—from real-time insights and AI tools to building cross-functional trust and cultural relevance. From her days at Under Armour to leading transformation at Anthropologie, Barbra shares how she combines data, curiosity and heart to drive purposeful change. With warmth, vulnerability and an unapologetically customer-obsessed mindset, Barbra reveals what it takes to lead with impact and thrive in modern retail.
Chapters
00:00 – Barbra Sainsurin on her leadership style
02:25 – B2C vs B2B: 3 key marketing transformation differences
08:35 – Why cross-functional insights drive marketing success
12:30 – Translating marketing for stakeholders
15:20 – Ditch the jargon: Embrace curiosity in communication
19:47 – What it means to be a tech-savvy marketer: The evolution of data-driven marketing
27:04 – Buy vs. Build: Scaling omnichannel experiences
30:22 – 3 keys to building high-impact marketing teams
The opinions expressed in this podcast are solely those of the participants and do not necessarily reflect the views of IBM or any other organization or entity.