Liz Armistead—Dropbox
Liz Armistead leads brand at Dropbox, a product used by more than 700 million people. But her approach to marketing starts somewhere much smaller: with the person on the other side of the work.In this episode of CMO Uncovered, Liz explains how Dropbox studies real customer behavior before writing the brief, why the best creator partnerships require brands to give up control, and the rule she uses to evaluate every collaboration: “If this feels like a commercial, we’ve failed.”She also shares the story behind Dropbox’s work with Fred again.., who asked fans to put away their phones during his…
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