Speaker Series: The Journey Is the Strategy
Influencing Consumers from First Touch to Final Prompt
Event Recap
Consumer behavior is splitting. Some people still travel a familiar path to purchase, influenced by brand, search, social, and everything in between. Others collapse that entire journey into a single AI conversation: discovery, comparison, and decision, all inside one chat window. Both journeys are happening at once, and brands have to show up consistently, with a distinct identity, to win in both.
In this Speaker Series, we share what that shift means for marketers, and why influencing the modern consumer takes one connected experience. Beyond messaging strategy, we get tactical on how brand, channels, technology (including AEO and GEO), and measurement work together to drive greater results.
Our moderated panel opens with the full-journey playbook, exploring how brand, channels, technology, and measurement work together to influence the modern consumer. From there, a live Messaging Map walk-through shows the framework in action, using a conceptual brand to align messaging, formats, and CTAs across every channel toward a single business outcome. Then we open it up, taking questions from the room and working through how the thinking applies to real programs.
Led by Allie Franklin, Director of Business Strategy, with Mallory Collins, Director of Creative & Brand Strategy; Emily Renfree, VP of Integration; and John Faris, President of Red Door Interactive, the session covers:
- How AI is changing the way people discover, pay attention, and decide
- How brand anchors consistent messaging and brand codes across every touchpoint
- How strategy translates into cross-channel execution that reflects how buyers really move
- How measurement holds up across a fragmented journey
Want to see where your program stands? Take the Customer Journey Diagnostic. It scores your customer journey against everything the panel covers, in about five minutes.
About the speakers
Mallory focuses on identifying and executing consumer-centric marketing programs that help businesses succeed. She started her career working in market research and continues to leverage that background to apply quantitative and qualitative measurement as a tool to formulate and analyze effective marketing plans as Director, Creative & Brand Strategy. She’s been with RDI for over 10 years, and during that time, has worked with brands across varying industries, including Shea Homes, Point Loma Nazarene University, Dexcom, and Chosen Foods.
Emily brings over a decade of experience in growth strategy, omnichannel media, and Team development. As VP, Integrated Marketing at Red Door Interactive, she leads the shift from channel-based execution to connected marketing ecosystems by integrating paid and organic disciplines to create cohesive strategies that reflect how consumers discover, engage, and buy, ultimately driving stronger, more scalable outcomes for Clients.
As President at Red Door Interactive, John supports our team of all-star creatives, analysts, and cross-channel marketing experts. He began his career in sales & marketing roles, after earning his MBA in 2003. In 2006, he left his in-house position to join Red Door Interactive in a Search Marketing role. Since then, he’s grown through the ranks, broadening his expertise and influence. Now he uses his 15+ years of brand and performance marketing experience to help solve in-house marketers' biggest problems.
Allie has over 15 years of marketing experience with a focus on building successful teams, strong client relationships and effective marketing programs. Allie started her career at global NYC agencies working on the Met Life, Nestle Waters, and CenturyLink accounts. She made the move to Red Door in 2015 where she now oversees a team of Business Managers at Red Door and drives business strategy and growth at the agency.
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