The CEO’s Guide to Marketing The one with Tubi CMO Nicole Parlapiano about problem-solving, creativity, the time to traction, and effing around and finding out.
Oct 2, 2025
In this conversation with Nicole Parlapiano, CMO of Tubi, she dives into the collaborative nature of problem-solving in marketing. Nicole emphasizes the importance of aligning product and marketing teams early to enhance go-to-market strategies. She shares insights on maintaining consumer obsession and using intrigue to capture attention, rather than overwhelming audiences with information. With her 'FAFO' mindset, she advocates for testing and learning quickly, while reminding marketers that brand building requires patience and ambition.
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Celebrity Launch That Burned Budget
- Nicole recalls an agency brief pushing a celebrity event that she warned wouldn't meet KPIs.
- The CMO ignored her and "took the money and burned it in the palm of their hand."
Flip Breadth Into A Niche Strength
- Low awareness can be an advantage when you reframe breadth of content as a strength: "riches in the niches."
- Nicole used surprise and niche fandoms to convert platform breadth into a positioning asset.
Use Intrigue To Drive Discovery
- Use intrigue in creative work to drive discovery rather than cramming many claims into one spot.
- Aim to surprise or delight so audiences will actively seek out who you are.