CMO Playbook: Driving Growth with Partnerships & Brand Building with Katelyn Watson and Talkspace

Great brands are built on one big idea. And every campaign and customer touchpoint should connect back to that big idea.

In this episode of Growth Talks, Katelyn Watson, CMO of Talkspace, joins Right Side Up Founder and host Tyler Elliston to share her marketing philosophy for building brands that last.

Drawing on more than 20 years leading growth at companies like Nurx and Shutterfly, Katelyn reveals how grounding your brand in customer insights, aligning teams around shared goals, and thinking like a performance marketer can unlock stronger partnerships, faster scaling, and sustained growth.

She also shares lessons from high-impact rebrands and authentic influencer campaigns that have helped her build trust, relevance, and long-term brand equity.

🗝️ Key Takeaways:

• Nail the first 90 days. Great CMOs lead with clarity. They set priorities early, define the mission, and earn trust fast.
• Listen first, then message. The best marketers build strategy around what customers actually need.
• Brand awareness still matters. Top of funnel builds recognition, earns credibility, and fuels long-term growth.
• The affiliate advantage. Smart CMOs double down on what works, and affiliate programs consistently deliver.
• Strategic partnerships drive real impact. Growth isn't always paid. Brand partners expand reach and create lasting value.
• Authenticity wins in influencer marketing. Real stories resonate, foster community, and drive meaningful conversion.

⏰ Timestamps

01:54 Leading Brand Transformation

08:15 How to Leverage Marketing Agencies

11:30  AI’s Role in Brand and Marketing Strategy

22:55 Strategic Partnerships for Scalable Growth

29:38 Guiding Early-Stage Companies

36:23 Influencer Marketing That Drives Results

38:40 Building Successful Long-Term Partnerships

41:32 Measuring What Matters in Marketing

46:25 Rethinking Organic Social Strategy

🔗  Mentioned in this episode:

• Talkspace: https://www.talkspace.com/
• Nurx: https://www.nurx.com/
• American Express: https://www.americanexpress.com/
• Shutterfly: https://www.shutterfly.com/

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