Marketing

Coworking with Chris Marino

He’s global head of performance marketing and media at Bloomberg Media.
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Chris Marino

· 3 min read

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Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Chris Marino is global head of performance marketing and media at Bloomberg Media. Before joining Bloomberg, he spent nine years in various marketing roles at American Express.

How would you describe your job to someone who doesn’t work in marketing? I reach consumers on platforms where they are spending their time consuming content (i.e., social, OTT, audio, etc.) and help them discover unbiased data-driven journalism from Bloomberg through ads that they have expressed interest in engaging with.

What’s your favorite ad campaign? There are so many, but one of my all-time favorites is Michael Jordan’s “Failure” ad by Nike. The ad speaks to marketing’s ability to transcend beyond selling a product to inspiring a generation. It normalizes failure as a necessity to drive success, and years later, it’s still something I listen to when I’m in need of inspiration. Using marketing as a force for good is something I have always been passionate about.

One thing we can’t guess from your LinkedIn profile? My fiancé and I have two Newfoundland rescue dogs living in a NYC apartment. For those that are unfamiliar with the breed, they are each over 130 pounds! Everyday is better when you come home to them waiting for you by the door.

What marketing trend are you most optimistic about? While a lot of the conversation around the deprecation of third-party cookies has been largely negative, it’s the trend I’m most excited about. As consumer trust in brands reaches an all-time low and expectations are higher than ever, this creates a real opportunity for brands to move away from a transactional approach to building a lifetime relationship with their audience. This approach will force brands to put their audience first, which means thinking about creating a value exchange for every interaction. Outside of delivering more value to consumers, which should be at the core of what marketers do, I also believe it will significantly improve both efficiency and profitability by focusing your efforts on higher-intent audiences.

Least optimistic about? The trend I’m least optimistic about is the return of multi-touch attribution, given its reliance on third-party cookies, the resources and costs associated with maintaining the program, and its lack of focus on macroeconomic variables. It’s hard to imagine it can serve as a reliable source of truth for marketing measurement like it did in years past.

What’s one marketing-related podcast, social account, or series you’d recommend? I’ve really enjoyed the Marketing That Matters Visionaries podcast by Nadine Dietz and team. It’s always inspiring to hear from leaders in the industry that I admire who are committed to making a difference in the world.

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