In this episode, Drew sits down with Rob Horton, Senior Vice President of Brand and Digital at the YMCA of Greater Charlotte, to explore the future of customer experience, modern marketing, and how AI is reshaping personalization.Rob’s background spans iconic CPG brands (Nestlé, Coca-Cola), a decade in architectural coatings, agency leadership, and economic development—before stepping into a mission-driven marketing role at one of Charlotte’s most community-rooted organizations. That breadth gives him a uniquely sharp understanding of what today’s consumers actually expect: clarity, relevance, guidance, and meaningful human connection.Drew and Rob unpack the Y’s modernization efforts—Salesforce, Marketing Cloud, first-party data, and personalized onboarding and discuss the broader shifts happening across marketing as AI accelerates. They dive into why “guide, don’t inform” is becoming a foundational principle, how brands should blend analog and digital moments, and what leaders should focus on to stay competitive.What you’ll learn in this episodeWhy “guide, don’t inform” is the new CX mandateHow to use personalization without losing authenticityHow the YMCA is modernizing CRM, journeys, and member experiencesHow mid-sized companies should rethink CRM and retentionWhy emotional connection creates durable differentiationWhere AI and agentic experiences fit into future marketingBest-in-class examples from Amazon, Equinox, and DisneyHow to connect analog human moments with digital intelligenceWhy being obviously human is now a competitive advantagePractical tactics for ICP sharpening, messaging clarity, and CX strategyChapters[⁠00:00⁠] – Rob’s Origin Story & Career Arc[⁠03:40⁠] – B2B vs. B2C & the Thread Across All Marketing[⁠05:45⁠] – The Future of Experience: Guide, Don’t Inform[⁠08:00⁠] – Personalization 2.0: From Segments to Individual Journeys[⁠12:25⁠] – Modern CRM: Salesforce, Marketing Cloud & Retention Intelligence[⁠18:25⁠] – Best-in-Class Personalization Examples[⁠20:30⁠] – The Analog/Digital Intersection[⁠27:20⁠] – Human Touch vs. AI Automation[⁠29:35⁠] – Practical Advice for Mid-Market Leaders[⁠37:55⁠] – Final Lessons & Where to Connect with RobConnect w/ Drew & StealthXLinkedIn: ⁠  / drewhburdick  Website: ⁠https://stealthx.co/Connect w/ Rob HortonLinkedIn:   / rob-horton8120  

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