The CEO’s Guide to Marketing The one with Tubi CMO Nicole Parlapiano about problem-solving, creativity, the time to traction, and effing around and finding out.
Oct 2, 2025
In this conversation with Nicole Parlapiano, CMO of Tubi, she dives into the collaborative nature of problem-solving in marketing. Nicole emphasizes the importance of aligning product and marketing teams early to enhance go-to-market strategies. She shares insights on maintaining consumer obsession and using intrigue to capture attention, rather than overwhelming audiences with information. With her 'FAFO' mindset, she advocates for testing and learning quickly, while reminding marketers that brand building requires patience and ambition.
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Align On The Problem Before Marketing
- CEOs and CMOs must align on the real business problem, whether marketing can solve it, and the strategic plan to do so.
- Nicole Parlapiano emphasizes consumer data review with the C-suite as foundational to that alignment.
Celebrity Launch That Burned Budget
- Nicole recalls an agency brief pushing a celebrity event that she warned wouldn't meet KPIs.
- The CMO ignored her and "took the money and burned it in the palm of their hand."
Make Time For Consumer Obsession
- Make time for consumer obsession and share customer insights across the entire executive team regularly.
- Use those insights to define implications for product, content, and marketing before deciding fixes.