Jonathan Lo is Fractional CMO at Salt Foundry, a Utah-based strategic marketing firm that provides part-time chief marketing leadership and custom strategies for e-commerce and consumer brands. He has over 15 years of experience leading digital marketing efforts at startups and multi‑billion‑dollar companies, managing more than $50 million in annual ad spend across millions of products. At Salt Foundry, Jonathan partners with leadership teams to define KPIs, lead internal teams, and execute high-impact campaigns with measurable results.

The world of marketing is moving faster than ever, with AI tools promising to revolutionize strategy, execution, and content creation. But as automation ramps up, many marketers wonder: how do we keep our campaigns effective without losing the human spark that connects with real people? Can we truly blend tech and empathy for scalable success?

According to Jonathan Lo, a seasoned marketing strategist and AI product leader, marketers can readily harness AI to enhance, not replace, their creative and strategic abilities. He highlights that the right AI tools can help teams move faster and more effectively by getting them 80% of the way toward a strong strategy or deliverable — the real power comes from the human insight applied in that final 20%. He also emphasizes the role of authenticity and trust in a post-AI world, where founders and influencers are often more persuasive than polished ads.

In this episode of the Response Drivers podcast, host Rick Rappe sits down with Jonathan Lo, Fractional CMO at Salt Foundry, to discuss how AI tools can support smarter, more human-centered marketing. They explore the balance between automation and creativity, how empathy drives performance, and why strategy frameworks matter. Jonathan also shares how brands can stay trustworthy and effective in a rapidly evolving digital landscape.

Francine Feder is the Fractional Chief Marketing Officer at OK4WD, a premier off‑road and overland vehicle outfitter founded in 1979 that builds custom trucks and serves as North America’s exclusive distributor for several international brands. She brings over two decades of award‑winning strategic marketing experience, including leadership roles at Foot Locker, where she drove creative campaigns, digital transformation, and brand equity growth. In her fractional CMO capacity at OK4WD, Francine provides high-level strategic guidance, digital strategy, and brand development without the commitment of a full-time executive.

Staying relevant in marketing today requires more than simply keeping up with trends. With digital platforms multiplying and consumer expectations shifting constantly, marketers must be both strategic and adaptable. So, how can professionals leverage big-brand experience while successfully navigating fast-moving niche markets?

According to Francine Feder, a veteran marketing leader with decades of experience building iconic campaigns, the key lies in balancing long-term brand thinking with agile execution. She underscores the value of data-driven insights as a roadmap and stresses that creativity is what helps messages break through the noise. Blending enterprise strategy with nimble tactics enables marketers to evolve with their audiences while staying grounded in what works. Francine also emphasizes the importance of understanding the entire customer journey and shaping marketing around it, not just the last-click moment. Her cross-industry experience reinforces how foundational principles can flex across company sizes and sectors.

In this episode of the Response Drivers podcast, host Rick Rappe sits down with Francine Feder, Fractional Chief Marketing Officer at OK4WD, to talk about bridging enterprise-level strategy with niche execution. They discuss aligning brand and performance marketing, building marketing structure in a fast-scaling business, and how to speak to niche audiences without alienating loyalists. Francine also shares how to stay creatively sharp in a data-dominated world.

Perryn Olson is a Principal at AltCMO, a firm providing fractional CMO services and marketing strategy tailored to construction and construction technology companies. With nearly two decades of experience in the industry, he specializes in aligning marketing with business development, recruiting, and company culture. Perryn holds certifications from SMPS and the Construction Marketing Association and is a recognized thought leader in construction marketing. He authored The Construction Executive’s Guide to Brand Marketing and frequently speaks at industry events.

Branding isn’t just about a logo or a slick website — it’s about making people feel something. In construction, that feeling can be the difference between winning a project or losing a job candidate. So how can firms build a brand that attracts both top-tier clients and loyal employees?

According to Perryn Olson, a veteran construction marketing strategist and author, it all starts with strong positioning that reflects a company’s values and culture. He highlights how many construction firms overlook branding’s role in recruiting, even though labor shortages continue to impact the industry. The best brands act like magnets, drawing in the right clients and talent while repelling poor fits. This clarity strengthens business development, builds alignment across teams, and avoids costly mismatches. Perryn also emphasizes the importance of aligning internal values with external messaging to build long-term trust and retention.

In this episode of the Response Drivers podcast, host Rick Rappe sits down with Perryn Olson, Principal at AltCMO, to discuss how construction firms can leverage branding to attract better clients and talent. They talk about overcoming the low-bid mindset, using ideal client profiles for growth, and how to stand out with B2B direct mail. Perryn also shares his insights on aligning marketing with internal operations to drive smarter strategy.