Marketing Over Coffee Marketing Podcast Ashley Faus on Human Centered Marketing
Aug 21, 2025
Ashley Faus, Head of Lifecycle Marketing at Atlassian and author of *Human-Centered Marketing*, delves into connecting with audiences through trust. She discusses the evolution of marketing from traditional funnels to a playground model that embraces consumer behavior's non-linear nature. Ashley also shares her journey in writing her book, balancing fitness with professional pursuits, and the shift towards thought leadership that prioritizes original ideas and community engagement in the age of AI. Her insights illuminate the future of human-centered marketing.
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Atlassian Isn't Obvious Outside Tech
- Ashley explains family members recognized Zach Woods but not Jira, highlighting Atlassian's low consumer visibility outside tech bubbles.
- She frames Atlassian simply as 'project management software' and uses Trello or Google Docs as relatable comparisons.
Lifecycle Marketing Bridges Teams
- Ashley's lifecycle role sits at the intersection of demand gen, content, and product marketing to match assets to audience needs.
- Working across the portfolio forces frequent shifts in messaging to address different personas effectively.
Model Journeys As Playgrounds
- Replace funnel thinking with a 'playground' model that maps content depth to user intent and next actions.
- Let audiences choose their path and design seamless, helpful experiences for whichever path they take.
