Lay’s Brand Manager Aboobaker Hassim joins Loren and Kele to unpack what marketing means in 2025, from sports partnerships to social media, and from career pivots to the future of AI.In this episode, you’ll hear:Why storytelling is the true power of marketingHow sport and food create shared cultural momentsThe career advice that shaped Aboo’s pathWhat’s working (and not working) in today’s digital landscapeAboo's curiosity about AI and what it means for brandsThe influence of culture in creating effective localisation strategiesA candid, inspiring conversation on values, creativity, and building brands people truly connect with.

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