The CMO Podcast Nicole Parlapiano (Tubi) | Swing Big on Brand Building
Mar 12, 2025
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.
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Wizard of Oz Influence
- Nicole Parlapiano's favorite childhood movie was The Wizard of Oz, deeply influencing her.
- Her family would play characters from the movie, and she cherished a pair of ruby slippers her mom made.
New York Times Recognition
- Tubi initially struggled to gain media attention, especially from the New York Times.
- Gaining recognition from the Times was a significant moment of pride, validating their unique strategy.
Tubi's Unique Approach
- Tubi's growth and unique approach to streaming content contributed to increased media coverage.
- They focus on diverse, niche content and personal viewing experiences, unlike competitors chasing original series.