Most banks say they’re community-focused. Altabank had to prove it by tearing down the names people trusted most.

In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Stan Sorensen, Chief Marketing Officer at Altabank, a Utah-based community bank with over a century of history and a footprint that spans the entire state. Stan came to banking from tech and healthcare, joined the bank to lead a rebrand, and — eight years later — hasn’t left.

He gets into what it actually took to consolidate five operating names into one, why the hardest part wasn’t the rebrand itself but managing the emotional fallout in the communities that felt the loss, and how his lean team of five runs national-caliber marketing by knowing exactly where their lane starts and stops. Stan also breaks down how a fresh set of outside eyes unlocked a campaign idea they’d been sitting on for three years — and why that’s the real argument for never letting your agency get too comfortable.

If you’re a B2B marketer navigating a rebrand, fighting for budget with a board that wants data, or trying to prove that community involvement is a brand strategy, not a PR stunt, this one’s for you.

The average tenure for an in-house marketer is 18 months. That means nearly everyone in this profession will face a job search — probably more than once. The question is whether you’ll be ready when it comes.

In this episode of He Said, She Said: Razor Branding™, Jaci and Michael sit down with Elda Macias, a senior marketing leader with over 20 years in financial services. Elda has built marketing organizations from scratch, modernized legacy brands, and helped drive an acquisition at 166% of tangible book value — and now she’s sharing what the job search actually looks like at the senior level in today’s market.

The conversation covers why submitting a resume online is table stakes and nothing more, how to build a referral pipeline that gets your resume in front of a human, why a one-page highlight sheet beats a five-page CV, and what to do with your time — and your network — while you wait for the right opportunity.

If you’re a senior marketer in transition, about to be, or mentoring someone who is — this one’s for you.

Kicking Off Year 10

In IT services, everyone says the same thing. We’ll handle your tech. We’ll keep you safe. We’ll be there when you need us. So how do you build a brand that actually means something when your product is invisible and your buyer never wants to think about you?

We’re kicking off Year 10 of He Said, She Said: Razor Branding™ with exactly that question. Ten years in, we’re still asking the same core thing this podcast has always been built on – what makes a brand actually work – and Loree Faucett gives us one of the sharpest answers we’ve heard in a while.

In this episode, Jaci and Michael sit down with Loree, VP of Marketing at ITS (Intelligent Technical Solutions), a national managed IT and cybersecurity services provider. Loree came up through Apple and HubSpot, has marketed everything from interior design to oil and gas software to winches, and now leads a 13-person global team navigating one of the most crowded, undifferentiated industries in B2B.

They get into what it looks like to walk into a company as a regime change – replacing a founder-led marketing function without breaking what’s already working. Loree talks about building regional presence for a national brand, why trust and referrals are beating digital campaigns right now, and how LLM-driven search is changing the way qualified buyers show up – and why you can’t always see them coming.

If you’re a B2B marketer trying to differentiate a service nobody wants to think about, make the case for human-led creative in an AI-first world, or lead through organizational change without losing your team – this one’s for you. And if you’ve been with us since year one, thank you for ten years of conversations – here’s to the next one.