The Community Exchange Podcast by OpenWeb The CEO Who Thinks Like a Marketer with Tatyana Zlotsky
Sep 16, 2025
In this engaging discussion, Tatyana Zlotsky, CEO at A Place for Mom, shares her journey from marketing at American Express to leading a major company in the caregiver space. She dives into building customer-centric innovation, the evolution of performance marketing, and how AI is reshaping the landscape. Tatyana emphasizes the importance of trust and transparency in brand identity and explores how data and community engagement can propel growth. Don't miss her insights on adapting marketing strategies in a rapidly changing environment!
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Early Immigrant Resilience
- Tatyana immigrated from Moscow to the U.S. at age 11 with her extended family and pets during 1992.
- That refugee upbringing shaped her resilience and drive throughout her career.
Small Business Saturday Origin
- Two weeks into her American Express role she worked on launching Small Business Saturday.
- The initiative raised national awareness of small businesses and became a major marketing success.
Why Performance Marketing Rose
- Performance marketing rose because it let brands measure outcomes precisely while brand marketing felt harder to quantify.
- Tatyana leveraged American Express's rich consumer data to drive measurable performance marketing gains.