Tiana Noveen (Athlete Studio) - Changing the Marketing World

Media Thumbnail
  • 0.5
  • 1
  • 1.25
  • 1.5
  • 1.75
  • 2
This is a podcast episode titled, Tiana Noveen (Athlete Studio) - Changing the Marketing World. The summary for this episode is: <p>Tiana Noveen, the Director of Marketing at Athlete Studio chats about personalization for both marketers and consumers, and how NFTs are a big change in marketing options. Vincent is glowing after a trip to Mexico, and Ajay likes his food spicy.</p>

Speaker 1: Maybe big data has gotten too big. Whether you're a B2B marketer or a consumer brand, your data needs to be viable, relevant, and accessible so that Stirista can help you retain customers, acquire customers, and make it personal.

Vin: Welcome to The Marketing Stir podcast by Stirista, probably the most entertaining marketing podcast you're going to put in your ear. I'm Vin, the producer here at Stirista. The goal of this podcast is to chat with industry leaders and get their take on the current challenges of the market, and we'll have a little fun along the way. In today's episode, Tiana Noveen, the director of marketing at Athlete Studio chats about personalization for both marketers and consumers and how NFTs are a big change in the marketing options. Vincent is glowing after a trip to Mexico and Ajay likes his food spicy. Give it a listen.

Vincent Pietrafesa: Ladies and gentlemen, welcome to another episode of Stirista's The Marketing Stir. It is so good to be talking to you all. I've got a lot of things to share with you. It's been a great and busy few weeks just before this recording. I can't wait to share that with you, but let's take a quick break. Ladies and gentlemen, for those you who don't know me, you're tuning in for the first time, and maybe you are. We are constantly growing. Thank you so much for those people who are sharing this word of mouth or sharing this online. It's been very good to see and hear from you. We'll talk about what I mean by that. Maybe I was at a conference recently. Maybe people were coming up to me. Did I feel famous? Maybe, we'll get there in a moment, ladies and gentlemen. But before we do, I am your host, Vincent Pietrafesa, the vice president of B2B products here at Stirista. Who are we? Let's talk about Stirista for like 12 seconds. Oh, that's all. We are a marketing technology company. We own our own business to business data, our own business to consumer data. We also have our own technology that helps people access that data to help them get new customers through email, display, connected tv. Want new customers? We can help. Email me at Vincent @ Stirista.com. That is how confident I am. I just gave you my email address, and boy are you using it for a variety of reasons. We'll talk about that another time. But the other thing that has been great is I got to see my co- host in person. Stirista was very well represented. We were recently at the RampUp conference at LiveRamp. We were in the house. Ladies and gentlemen, my co- host, Mr. Ajay Gupta. What's going on Ajay?

Ajay Gupta: Hey, Vincent. It feels strange to be at home. I've been traveling for three weeks. This is nice to get back to recording podcasts again.

Vincent Pietrafesa: Exactly, this is my first week. I was in Mexico, which if you're watching this, I still have my glow to me. By the time this comes out, it's probably going to be gone, but at least it's here on video. It's captured. But yeah, then I had Mexico with the family and then one day at home, and boom, I'm hanging out with my other family, this Stirista family. We roll deep at RampUp. It was a great conference this year.

Ajay Gupta: I think that dinner will be memorable for a long time at China Live. Shout out to them.

Vincent Pietrafesa: China Live was a great time, but of course what my co- host and my CEO does all the time at these dinners, because he has an appetite for the spice and the flair, he always orders these spicy... I have the stomach of a three- month- old child. He always orders these spicy things. Then he forgets when they arrive. He's like, " Oh, Vincent. You can't have these." I'm like, " Yeah, I can't have three of these dishes, Ajay. Thank you so much."

Ajay Gupta: But you know what? What we figured out is we're normally competing for the funniest one at Stirista, but it looks like we have several other contenders, especially our very own Brian Gold.

Vincent Pietrafesa: We have Brian Gold and Blaine Britten. I was cracked. You know you're funny when you make one of our coworkers, Matt Stout, laugh. If you can make Matt Stout laugh, my goodness, you need your own sitcom because that's not easy. But yeah, we've got so many funny people. It was a great time. Conferences are back. They're back, Ajay, I would think.

Ajay Gupta: Yeah, that's probably one of the most packed conferences I've been to in a really long time. It was great to see a lot of people and see you guys. We have not been able to do that much either.

Vincent Pietrafesa: I know, but it was great and a lot of partners of ours, a lot of potential new partners there, thank you for coming out. I don't know if this happened to you, Ajay, but a few people, maybe five, six people, of course I was counting and keeping track, were coming up to me, but like, " Hey, man. I love your podcast. I listen to you and Ajay all the time." When that happens, they proceed to tell you how they listen to you. It's like, " Oh, and when I'm doing my expense reports, when I'm working out." I'm like, " Really? That motivates you to work out hearing about marketing." But yeah, we had a bunch of people come up to me and maybe you as well. You just don't boast about it like I do. You've been famous for years. This is all new to me.

Ajay Gupta: Well, the only one you wouldn't have liked, and I can't remember who it was, but they confused Blaine for you.

Vincent Pietrafesa: Oh, geez. I would not like that. How was it? Was it like, " Oh, you're the host." Yeah, no, I would not like that, nor would Blaine. I'm sure Blaine did like that.

Ajay Gupta: Blaine's humor is subtle. It has to be extracted. With Vincent, you know.

Vincent Pietrafesa: Yeah, it's right there.

Ajay Gupta: It's in your face.

Vincent Pietrafesa: It's in your face. Blaine was cracking me up on this trip. We had a great time. So many good laughs and glad we were represented there. We had more people than we usually have at these conferences, which was nice. We have a great partnership there with LiveRamp. Shout out to Live Ramp. We were out in California, but we did not run into this next guest. She hails from California, but I thought it was in the same area. She was quick to correct me. She was like, " No, I do not live in that area." But I guess semi- close, no, I'm not even sure. She'll explain it to me. California is a big state, but we are so happy to have her on the podcast, Ajay. She's the director of marketing at Athlete Studio. Warm Marketing Stir welcome for Tiana Noveen. What's going on, Tiana?

Tiana Noveen: Hi, Vincent. Hi, Ajay. Thank you guys so much for having me on.

Vincent Pietrafesa: It's great to have you. Was I right? Because I was upset. I was like, wait a minute, is Tiana in that area and I failed to reach out to her to let her know that we were in the area to meet up with us? She was like, " Nope, I'm not that close," correct?

Tiana Noveen: Yep, it's totally fine. I used to live in San Francisco, was there for about a decade, so totally makes sense. Very recently just moved down to Southern California. Proud San Franciscan at heart.

Vincent Pietrafesa: Nice. But she was like, " But I'm going to the nicer weather in Southern California," because I got to tell you something, I was coming from New York City. I think this is a common misconception of people, especially in San Francisco, we're like, " It's California. It's going to be warm- ish." No, it wasn't. Not the least. I wore the same exact clothing I would wear walking around the streets of Manhattan. Common misconception.

Tiana Noveen: Absolutely. I want to say it was Ernest Hemingway said that the coldest winter he's ever spent is a summer in San Francisco.

Vincent Pietrafesa: Yeah, I know. I heard that too. It was crazy. But, again, as you heard, Ajay and I talk, it was fun. It's great talking to you, Tiana. We had met a while ago. We're so happy that you're now on the podcast. Let's get right into it. For those of you, Athlete Studio, talk to me about the company, as well as your role. You're the director of marketing there. Talk to us about some of your day- to- day.

Tiana Noveen: Yeah, I would love to. Background on Athlete Studio, what we do is we work with professional athletes and brands to basically help them build their brand equity outside of their NFL, NBA contracts. We have about 200 athletes on our platform right now. What we do is we build out their website, their e- commerce, any merchandise that you see getting them into NFTs where it makes sense. Then as well as working with brands to help them in terms of loyalty programs as it comes to NFTs. A quick example of that would be working with various NBA teams to do in- stadium NFT drops and launches of that sort. Anything from working with an athlete on an individual level to build out a marketing plan or campaign for a specific piece of merch or something that's coming up in the next couple of weeks for them, whether that be a Twitch live stream, anything and everything. Definitely an industry that keeps me on my toes because as all those sports fans out there know, sports and games and stuff, anything can change in a minute. Someone's career can take off in with one catch on Monday Night Football, for example. It's a very cool industry to be in and very on your toes and very fun to work with all these various ladies and gentlemen.

Vincent Pietrafesa: Also, touch upon a few things for us, Tiana. Talk to us about, for those just listening, the NFTs, break that down for us a little bit. If they're avid listeners of the podcast, we had on someone from the Milwaukee Bucks. They very much utilize NFTs, but break that down for us, and then again, some of your day- to- day within the organization that you're responsible for, but really get that NFT out there. I think people would love to know because we have a variety of listeners and half of them might be like, " What is that?"

Tiana Noveen: Absolutely. I think NFTs often get a reputation for being a get rich quick type of scheme. I think the way to reframe the way NFTs work and the future of NFTs is that an NFT that you own is essentially building your digital identity. An example being, for me, I love Adidas. If I own a digital NFT of my favorite pair of Adidas that just dropped, then I could in turn get access to something for having that. At its core, it's giving people utility and access to future things. Right now, obviously it's early days, but in the future someone who has said Adidas, like NMD brand shoe, then they would get access to a drop, 25% off or something along those lines. It depends. Each brand gets to decide what that looks like, whether that's like, " Hey, you hold these five NFTs in your wallet, therefore we know you're an avid user of XYZ platform and we'll reward you with such and such." I wouldn't buy a pair of Adidas assuming I'd get a monetary return, but I would buy a pair of Adidas and wear them for the look and the, I guess, the clout that comes with wearing that brand.

Vincent Pietrafesa: Absolutely. Tiana, tell us about how, we asked all of our guests this, and how you got into marketing to begin with because a lot of people's path is not so straight, right? Talk to us about that.

Tiana Noveen: Yeah, absolutely. Right after I graduated college, I went abroad to Australia and did a working holiday visa. That's a visa that's accessible to anyone between the ages of 18 and 30. While I was there originally, I was going to bartend and then I was like, " Oh, I should build out my resume." And especially I think a lot in terms of the Australian job market, you can build a lot there without having the experience. I actually got introduced there through a contract role through a company called Blackhawk Network. What they do is they're the middleman between the iTunes and all those gift cards that you see in whatever grocery stores nearby and basically the iTunes and then the grocery store. They're the middle man between that. That was my first role in marketing and just being able to see how diverse of a language marketing is and then just fell in love with it could be so creative. It could be so analytical. It could be anything you want it to be really. Regardless, marketing is something that everybody needs, whether you're an entrepreneur just getting started with your own business or a Fortune 100 company.

Ajay Gupta: Tell us a little bit about how you're marketing, what are some of the strategies and channels that you're offering?

Tiana Noveen: Yeah, absolutely. The way that our business works right now is that we work with the athletes to build their brand and we'll build their website. From the jump, we will build out the athlete's website and then work with that athlete to do a social promotion on their own channels. It is a little bit non- traditional in that way, but then also we'll work with those athletes to put the paid socials obviously helping them in terms of filming content to get out across the various social channels. Right now it's very social and email heavy, but a lot of it comes from the athlete themselves. The more each of these athletes that we work with, the more we can drive home the value and equity that they're building in themselves and in their brand and also in the communities that they're building. We also create subscription lists for people to be able to stay in the inner circle of those athletes and know firsthand. It's like having access to that athlete that you would not have otherwise. I'll work with the athlete and their team to find out, hey, they have a 24- hour Twitch stream coming up and they have a new merch drop and, hey, can I extract that story from them of why this piece of merch, what it means to them. Then how do we get a video of that or a clip or even just a couple of lines so that it resonates on a deeper level with the fans? Whether that's getting an athlete into a AMA with a Discord audience or sending out email updates while they're in season or off season or if they're having a summer camp for inner city kids. To answer your question the long roundabout way is a variety of channels, but a lot of it is very athlete- centric. But then also from an Athlete Studio perspective, we have all of our own channels that we're like co- promoting all of those things with the athlete as well in tandem.

Ajay Gupta: Gotcha. Tell us a little bit about what makes Athlete Studio different from its competitors and how unique is it?

Tiana Noveen: Yeah, absolutely. What makes us different is I'd say the fact that we have, well for one, my two co- founders is what definitely sets us apart. One of my co- founder's name is Cris Resto, he's been a sports agent for 20 years. Then I have Nick Lemieux in my corner as well. I have two very robust in terms of understanding of how it works to work with an athlete because I came prior to this came from very B2B, very enterprise. That is such a different world than being agent- facing, athlete- facing and then the things that each of these athletes go through on a daily basis. I'd say one thing is having the full 360- view of, hey, here's how athletes operate and work and what we can do to work with them. Then in terms of our product, I'd say we have I feel like hippest, sounds like a word that ages me, but in terms of our designs and our team of designers that we have that work with the athlete, whether it's a digital item launching or a physical item, I'd say that really, really differentiates us. Then the speed in which we work with the athletes to get their sites, their e- commerce, all of that live. Then also bringing athletes into the Web3 side of things. I'd say that's something that, especially with the current climate of the market, that's been something that athletes have been hesitant to engage with and something I wanted to test out is to see, hey, if we change the framing and drop the word NFT, does that resonate more with the athlete? Does that resonate more with their communities? What are their communities saying and how do we bubble that up? I'd say to summarize all of that, I'd say it's the 360- view from whether it's having a former agent in our back pocket to our team of designers, to, hey, how do we assess what's going on in the market and what's going on for that athlete and then use all of that to inform our strategies for that athlete, if that makes sense?

Vincent Pietrafesa: Tiana, what would you say is the Athlete Studio's specialty? Is there a sport of an athlete that, is it sports teams? What would you say is with even the niche within the niche?

Tiana Noveen: Yep, right now we're predominantly NFL players. I'd say about 70% of our roster is NFL. Then this current off season from the NFL, we're really focused on NBA. I'd say we have currently about 10 NBA guys, some WNBA, some UFC. But in terms of where our bulk lies, it is NFL, for sure. But we do work with athletes on an individual level, but a lot of agencies as well, the sports agencies. Then if let's say one agent has five athletes, then we would onboard those athletes and then get them set up with their site. As I mentioned at the beginning of our time together that for OBJ, he had that one catch that changed his career. The idea is like, hey, we want all of this in place for the moment that happens so that we can pounce essentially and come up with it like for Justin Jefferson on the Minnesota Vikings this past season, we created a catch of the year hoodie for him and a catch of the year and made him some street wear and essentially a bundle that had an NFT incorporated into it and a token- gated, you needed the NFT to get access to this special limited edition drop. Being able to jump in on these moments for when their careers skyrocket and essentially monetize for them. Then they have themselves and their marketing teams will then have a list of subscribers, customers, people that want to reach out in terms of opportunities, sponsorships, et cetera. Being able to give them all of that information that other than people reaching out through social media they otherwise wouldn't have.

Vincent Pietrafesa: Yeah, it's funny you say that because I first learned about NFTs through the National Football League as well. I believe it was Tom Brady, then Eli Manning and Peyton started up some stuff. Me, as a Giants fan, I was intrigued, but I feel like NFTs are changing the marketing world. Talk to us about how do you think that's happening, what's the hype around them? It's beyond the sports world too, but comment on that.

Tiana Noveen: Yeah, absolutely. I'd say NFTs equal hyper- personalization for marketers and for the consumer as well. In the future, if I hold, so I have two cats. Let's say I have cat NFTs and then therefore marketers know that I'm a cat mom and then they could specifically market things. I know right now that exists obviously to a degree where Instagram's always listening or all of that, but outside of that, it's just like hyper- personalization and also just getting closer and closer access to whether that's a brand or an athlete. A great example of this is something that my team and I wanted to test is, hey, if we change the name NFT to something like Athlete Pass, would that change the sentiment because we did both? We launched a NFT pack for an athlete where he's talking about it as an NFT. Then there was not saying the word NFT at all, calling it a digital collectible and just saying we guinea pigged this with Terry McLaurin, who's a wide receiver on the Washington Commanders. Essentially we have a video of him saying like, " Hey," he's Terry McLaurin and how he wants people to join his Athlete Pass. What they get out of that is exclusive content, merch drops that are only... It just allows for a lot more limited edition, a lot more things that in terms of rewards that you can do. Whether that's, hey, collect these five things and get access to this. I think honestly sky's the limit with that. It's just meeting the market where they're at. Right now, the word NFT isn't as popular as it was let's say in 2021. Still utilizing the functionality that the blockchain gives us, but in terms of meeting your audience where they're at. That's something that in terms of asking people around me, I'm like, " Hey, do you understand NFTs," or does this make sense or just meeting your audience in terms of verbiage and here they're at?

Ajay Gupta: This is a field that's dominated by men. What advice would you give somebody who's a young woman who's trying to enter this field?

Tiana Noveen: Absolutely. I'd say my first and most important piece of advice I think that I've ever gotten in my career, and that has served me very well, is no one is going to advocate for your work for you. It is your job to make people care, essentially. I'd say something that I found super useful is figuring out what the goal and motivation of the person or team or group across from me is, and then using that as a data point for me to center around of, Hey, here's what I'm working on, but here's the data that came from it. Essentially here's why it benefits, you know, or team or product or whatever it may be. But continuously, I think a lot of people assume that, hey, people know what I'm working on, but until you distill it down in a short, digestible way to get people to care essentially and centered around what would be important to them, that I think has really given me a leg up. I think especially as a woman in the space in sports, it is absolutely male- dominated and just voicing your opinion and not being shy to do so. I'd say the first couple times is definitely nerve- wracking. Then you get more and more used to it and the rest goes from there.

Ajay Gupta: Are there experiences that you think are unique to women in the field that requires a different type of female leadership?

Tiana Noveen: Yes. I'd say in terms of having a voice in this space, I know for myself, in terms of my sports background, I didn't come into this with a heavy sports background. I actually wanted to make that a strength instead too to say, " Hey, if I can't understand X, Y, Z, maybe we need to reframe the way we're talking about it so it reaches a broader audience." Then also I'd say, yeah, I'd that this kind of encouraging the younger generation of people coming in to use their voice to say it, to really highlight that your opinion matters and that essentially you wouldn't have the job you have unless we wanted that opinion. I think I had a manager in my early career say that to me when I wasn't speaking up and really pushed me out of my comfort zone. I'd say just being able to see what people's strengths are and even asking. I ask my team that all the time, " Hey, did this project, was this fun for you, was this not?" I feel like people always give you the answers if you're willing to ask and helping put people into places that bring them joy and shifting around other projects and stuff because another learning is if for, let's say for example, for myself, I can absolutely do email marketing. It is not a personal passion of mine, but there's so many people who it is a passion for and just figuring that out so that everyone is doing what they like.

Vincent Pietrafesa: It's a passion of mine. Data is a passion and email is a passion of mine. I get it. It's an inside joke about data. Tiana, talk to us about some big news coming out, any new news coming out for Athlete Studio? What are you excited about?

Tiana Noveen: Yeah, absolutely. Definitely very excited. We've been very athlete, individual- centric. Then now we're unleashing an enterprise offering where we will work with brands. Right now, it is mostly focused around sports teams, but that'll eventually expand to a lot broader of an audience, but essentially giving the framework for creating a loyalty program through NFTs. I mentioned the example of working with the NBA teams essentially to do in- stadium in- arena drops and then rewarding in- person attendance. Essentially if you go to, let's say, 10 Celtics games and at each one you collect off the jumbotron halftime NFT, then you get X, Y, Z. Working with either brands or teams to kind of identify, hey, is that a merch credit, what does that look like and how do we build that out into something that's a robust rewards for encouraging people to be there in- person as well as bring in stadium sponsorships and the different pieces? Whether that's Adobe sponsors, the giant stadium, bringing in the different pieces so that it's working across all the pieces of what the stadium is already doing, but just bringing that into the, I guess, immediate user experience for the consumer that's in the seat.

Vincent Pietrafesa: All this talk, Ajay, you know what I first thought of? I was, " You know what? It's maybe time for The Marketing Stir to get its own NFT." We have fans. We should get our own exclusive content. What we could do, I don't know. Maybe we'll have to figure that out. Maybe a song by Karl Van Delden or something, an exclusive song that they unload. But, that's awesome. Tiana, talk to me about, you've touched upon a lot of great advice that you were given and then that you live by, but thus far, a shining moment in your career, something you're really proud of?

Tiana Noveen: Absolutely. Well, I mean, I know I mentioned this a bit, but I'd say the launching Athlete Pass and figuring out that was the conundrum of what was going on in my mind right before that is, hey, how do we make NFTs relatable to anyone that I could explain it to my grandmother and they'd understand, she'd understand, or an eight- year- old. Then trying to figure out, hey, asking people what would motivate you to get an NFT? Then figuring out like, hey, if the athlete says it in this way, is that digestible? Is that understandable? The aha moment when it clicked and I saw the athlete posted and his entire community blow up and say, " Wow, this is so awesome," that was such an exciting moment for me in just my career to be like, " Oh, wow. We can really distill down any concept regardless of how technical and make it understandable and digestible." That was really, really awesome. I'd say super proud of that. That's definitely more recent. Then another big moment in my career that I'm really proud of is launching the employee advocacy program at Unity and getting it to scale to 2, 000 employees. I did employee advocacy at Adobe prior to that and then saw a gap when I got to Unity and realized there's so many passionate employees. Being able to harness that power of that passion and track, hey, what does this do for the bottom line of the business in terms of business impact? I think that was a really valuable and exciting experience just because I was on the social media team and we weren't tied to revenue, but I was able to prove and provide direct revenue from a program that I had launched and helped everyone from recruiting to sales in terms of building their pipelines and being more active on social and building personal brand. Personal brand is a big passion, for sure.

Ajay Gupta: Awesome. One of our staple questions here is around LinkedIn. I'm sure you get a lot of unsolicited messages. I would love to know what's a message that gets a response from you and what's one that really annoys you?

Tiana Noveen: That's a great question. I like that. I'd say ones that get a response I'd say something that just feels authentic and genuine and is more conversational I'd say, versus a full immediate pitch. I know there've been people who will be like, " Oh, I want to add you to my network," and then immediately come in hot with, " Let's talk about my software." I get the hustle, absolutely. But that's probably when I would be like, " Oh, it's okay." Unless it was a software that I specifically very much needed, but I mean in terms of the amount that happens is a lot. I think the one that was really impactful, I had a guy reach out and he recorded a video about his software. Not a demo video, but just of him. I'd say the more personal and authentic, the more likely that it is that I'm going to respond. Also, I think that's how I found you guys too was a LinkedIn reach out. A lot of good can come from it too.

Ajay Gupta: There we go. We got an example of one you responded to.

Tiana Noveen: Sure did.

Ajay Gupta: I have to ask you this because I got into fantasy football just about six months ago. It just so happened, total coincidence that Vincent and I were the two ones in the finals. Is this something you dabble in? I know you weren't a big sports fan when you started, but do you guys have an office fantasy league as well since you work with a lot of athletes?

Tiana Noveen: In terms of fantasy, that's something I definitely plan to get into next season. I think this season was just starting to even understand all, whether it's basketball or football, just how it all works. To be fair, I think a few people on my team were like, " Hey, you're not at the point to be in a league. We're too competitive for this, so no." Which is totally fair. I get it. People take it so seriously. On draft day, people are heads down, don't want to be... My dad is such a huge football fan that on Mondays I'll be like, " Dad, can I come watch the game with you?" He's like, " Only if you're going to actually let me watch." I'm surrounded by a lot of serious sports fans. I'd say now I have a good enough foundation to do to get into that. I think it sounds like such a good way. Whoever created fantasy is such a genius making everybody feel so invested and staying so on top of it and learning. I'd say that's honestly going to be a really good way for me to learn, to be honest.

Vincent Pietrafesa: Well, other people do fantasy football for only once their entire life and they go and read a book and they wind up winning the whole thing. That's our co- host. I was the victim of that win. I was the victim of it.

Ajay Gupta: I-

Tiana Noveen: inaudible.

Ajay Gupta: ...wasn't going to go that far, Vincent.

Vincent Pietrafesa: Well, of course. It was the only reason to bring it up. I knew you brought it up for a reason, but yes, he did win our league this year. The true test, Tiana, is next year. Was it beginner's luck or is he a real competitor? Fantasy football is not your thing right now, but maybe it will be. But talk to us about some of your hobbies, interests. You moved from San Francisco down to sunny California there. Tell us what you like to do for fun.

Tiana Noveen: Yeah, absolutely. I live on in Long Beach on the beach. I love going for walks by the water. I just took up roller skating. It's been a journey in which knee pads have been very useful.

Vincent Pietrafesa: Roller skating, you don't hear people just taking up roller skating. That's awesome.

Tiana Noveen: Yeah, it's really fun and a lot of people definitely do it in the area. That, and then I also teach yoga and definitely a very avid practitioner of yoga. I'd say that as well. Then anything and everything self- help. I recently went to go see Esther Hicks and see her conference that she actually came to Long Beach. I'd say between that and traveling and my two cats I'd say, and then also trying all the restaurants and going out for food. This past weekend I went to an amazing Persian restaurant, and being Iranian born and raised, it was the best. No shortage of extracurricular activities over here.

Vincent Pietrafesa: That's awesome. I don't know if Ajay even knows this, but I am getting back into yoga in one week from when we record this because I have to strengthen my core. I'm getting too old. I feel like there's flights I take now and for six days after I am just in pain. I never felt better than when I took yoga. I'm back into it. I'm going to I think the CorePower Yoga studio in Tribeca here.

Ajay Gupta: Nice.

Vincent Pietrafesa: That's-

Ajay Gupta: I thought you were going to say you were also part Persian.

Vincent Pietrafesa: No, I know, but Persian food sounds amazing. I'm sure in New York City there's tons of places. But yeah, going to get back into into yoga next week, actually. Stay tuned, listeners, to hear how that goes. Tiana, thank you so much for sharing your story with us. Thank you for all the things that you do there at Athlete Studio. Ladies and gentlemen, that is Tiana Noveen. She's the director of marketing at Athlete Studio. That's Ajay Gupta, fresh off trip and a fantasy football victory. I'm Vincent Pietrafesa. This has been another episode of Stirista's The Marketing Stir. Thank you so much for listening. We'll talk to you soon.

Vin: Thanks for listening to The Marketing Stir podcast by Stirista. Please like, rate, and subscribe. If you're interested in being a guest on the podcast, please email us at TheMarketingStir@ Stirista. com and thanks for listening.


Tiana Noveen, the Director of Marketing at Athlete Studio chats about personalization for both marketers and consumers, and how NFTs are a big change in marketing options. Vincent is glowing after a trip to Mexico, and Ajay likes his food spicy.

Immediately after opening tag Immediately after opening tag Immediately before closing tag