We’re joined by Nicole Parlapiano, CMO of Tubi, who walks us through her private-equity-to-marketing journey and the brand-first strategy behind Tubi’s 275K - title “rabbit-hole” library. She explains why micro-cultures beat monoculture, how social doubles as a live focus group, and how constraint-led creativity—think the Super Bowl “rogue remote” ad—lets a challenger streamer outshine the giants.
Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM
This week, we sit down with Nicole Parlapiano, CMO of Tubi, the leading free, ad-supported streaming television (FAST) with the largest content library on the planet - 275 K+ movies and TV episodes. Nicole unpacks how she’s rewriting the rules of entertainment marketing: brand-first positioning, bottom-up cultural relevance, and creative swings that punch way above their media weight.
One of the key takeaways from this episode is Nicole’s conviction that the monoculture is DEAD - growth now comes from igniting micro-communities at scale. We also dive into how commercial acumen (private-equity roots, P&L obsession) makes a modern CMO indispensable at board level, why most brands misuse social media, and the power of constraints to unlock breakthrough creativity. If you’re building a challenger brand - or simply fighting for standout work - this episode is for you!
Watch the video version of this podcast on YouTube ▶️: https://youtu.be/cBuq9amnM9c
📚 Chapters:
🖊️Mentioned in the show:
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Nicole Parlapiano of TUBI in this episode.
Find Rival online at www.wearerival.com & LinkedIn.
Find Eric on LinkedIn.
Find Nicole on LinkedIn.
Say hi at media@wearerival.com, we’d love to hear from you.