“I would say in my DNA, I'm a marketer. I love consumers. I love to understand their dreams, their hopes, their pains, and how we brands can really help them live their best lives.”
— Michelle Crossan-Matos

Hailing from humble beginnings in Scotland, Michelle Crossan-Matos has discipline. In fact, it’s one of the things she credits with allowing her to fully harness her creativity and take Samsung Electronics America’s marketing team to the next level.

Whether she’s studying leadership at the crack of dawn or finding new ways to engage with customers at the 837X experience (an interactive space where consumers can see the latest Samsung innovations), she’s always taking steps to learn more about emerging audiences–especially Gen Z—and she doesn’t stop.

On this throwback episode of The Speed of Culture podcast, hear from the inspiring Michelle Crossan-Matos about Samsung's consumer marketing transformation, which focuses on Gen Z, innovation, sustainability, the metaverse, Web3, and AI.

Check out the key takeaways of this episode or the transcript below to learn more about Michelle’s inspiring initiatives:

• Empowering Gen Z: From her earliest days, Michelle has been influenced by legacy brands that have transformed her world through their inspirational content. She passionately believes that these brands serve as catalysts for young minds to dream big.

• Sustainability Matters: Discover how legacy brands bear the vital responsibility of making a positive impact on our environment. Learn how conscious consumerism resonates with Gen Z, and see how Samsung is leading the way, seamlessly integrating sustainability with personalized technology.

• Discipline for Creativity: Whether it’s her 5am wakeup call each morning, or insisting on utilizing data to drive creativity, Michelle believes that working within a framework produces innovative and trustworthy results.

• Future-Forward Insights: Delve into the intriguing realm of Web3, The Metaverse, and AI. Explore how the gamification and socialization of these innovations could hold the key for legacy brands to connect deeply with the generations of tomorrow.