Nicole Parlapiano (Tubi) | Swing Big on Brand Building
Mar 12, 2025
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Nicole Parlapiano, CMO of Tubi, discusses her innovative strategies that propelled the streaming service into the limelight. She shares insights on crafting impactful brand narratives and balancing data with storytelling. Parlapiano highlights her diverse marketing journey, including lessons learned at Tinder and eHarmony, and emphasizes the importance of a consumer-centric approach. The conversation also delves into risk-taking in brand management and the crucial role of understanding pop culture to connect with younger audiences.
Effective marketing should integrate storytelling with data to connect brands with consumers on an emotional level.
Tubi’s free streaming model and focus on niche content positions it uniquely against competitors like Netflix and Hulu.
Embracing risk in marketing campaigns, particularly during cultural events, enhances brand visibility and engagement in the competitive streaming landscape.
Deep dives
Leveraging Data and Narrative in Marketing
Recent research has highlighted the significant role that storytelling plays alongside data in effective marketing strategies. Marketers are increasingly recognizing that while data provides valuable insights into consumer behavior, engaging stories resonate with audiences on a deeper emotional level. This dual approach enables Chief Marketing Officers (CMOs) to connect their brands more effectively with consumers, ultimately leading to better business outcomes. Additionally, this narrative-driven focus encourages innovative marketing tactics that reflect contemporary cultural trends.
Understanding the Evolution of Tubi
Tubi has emerged as a formidable player in the streaming landscape, distinguishing itself from competitors like Netflix and Hulu. Its free streaming model taps into a unique market demand, drawing viewers who appreciate a diverse range of content without subscription fees. The platform emphasizes niche content, allowing it to cater to specific audience preferences and foster a dedicated user base. The company has successfully capitalized on the growing trend of nostalgic programming, leveraging viewers' fondness for older content alongside newer offerings to increase engagement.
Creative Risk-Taking in Marketing
Embracing risk has been a cornerstone of Tubi's marketing strategy, with initiatives designed to capture audience attention during significant cultural events like the Super Bowl. The company's innovative approach combines traditional advertising with interactive elements, creating memorable experiences for viewers. These daring campaigns not only enhance brand visibility but also solidify Tubi's position as a disruptive force in the streaming industry. This willingness to experiment emphasizes the importance of agility in marketing and aligns with the current consumer appetite for unique and engaging content.
The Value of Authentic Engagement
Establishing genuine connections with audiences is central to Tubi's marketing philosophy. The company prioritizes feedback from its viewers to refine its offerings and tailor content that resonates with diverse user interests. This consumer-centric approach fosters brand loyalty and encourages users to explore the extensive and varied content library available on the platform. By creating an interactive and inviting environment for viewers, Tubi sets itself apart as more than just a streaming service; it becomes a community for entertainment enthusiasts.
Lessons in Career Development and Leadership
The journey of marketing leaders like Nicole Parlapiano illustrates the diverse paths to success in the marketing industry. Her experiences highlight the necessity of resilience and adaptability in overcoming challenges while navigating through various roles. A key takeaway is the importance of mentorship and personal growth, underscoring the value of giving opportunities to individuals with non-traditional backgrounds. By fostering inclusive practices in talent acquisition and promoting risk-taking within team dynamics, leaders can cultivate a thriving and creative work culture.
Jim's guest this week is Nicole Parlapiano, the Chief Marketing Officer of Tubi, and the woman behind so much of the strategy and innovation that sets Tubi apart from its competitors.
When we launched this podcast in 2019, no one had heard of Tubi. Now this eleven-year-old brand seems to be everywhere: streaming the 2025 Super Bowl, standing out among Super Bowl advertisers the past few years, and popping up all over social media. Tubi–which is the most watched free TV and streaming service in the US–has an active fan base of about 100 million monthly users.
Nicole has been at Tubi almost three years, and despite the steep growth numbers, seems to be just getting started. Before Tubi, Nicole has had an eclectic career journey, with time at Tinder, WeWork, Vayner, and eharmony. Raised in a blue-colar family outside New York City, Nicole went on to Fordham for her undergraduate degree and later earned her MBA at night at USC. Tune in for Jim's conversation with a CMO who has a self-described endless appetite for risk.
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This week's episode is brought to you by Strawberry Frog, Deloitte and Adobe.
