Sherina Smith (American Family Insurance) | Designed to Last

May 6, 2026

Sherina Smith, Enterprise CMO at American Family Insurance who led the Designed to Last Hulu collaboration. She explains how the long-form show was conceived, the creative and internal risks taken, and the marketing strategy to build emotional engagement. She also discusses the company-wide transformation in marketing and how leadership and team culture supported big, brand-driven bets.

53:33

forum

Ask episode

web_stories

AI Snips

view_agenda

Chapters

menu_book

Books

auto_awesome

Transcript

info_circle

Episode notes

volunteer_activism

ADVICE

Use Long Form Content To Make Brand Central

Use long-form entertainment to build deep engagement and make the brand intrinsic to the content rather than a sponsor tag.
Sherina partnered with Disney/Hulu to create bingeable content plus a social and educational ecosystem to extend impact.

question_answer

ANECDOTE

Internal Buy In Came After Broad Cross Functional Review

The Hulu series proposal required executive alignment across claims, product, and legal but generated excitement once stakeholders saw the concept.
Sherina led an enterprise team to galvanize internal partners and reposition insurance as a noble protector role.

volunteer_activism

ADVICE

Bring The Enterprise Into Marketing Production

Bring non-marketing stakeholders into the creative and production process to build internal ownership and pride.
Sherina created enterprise huddles, tools for agents, and an educational hub so internal teams could leverage the show's awareness.

Get the Snipd Podcast app to discover more snips from this episode

Sherina's Role and American Family Overview

01:54 • 1min

chevron_right

Working with Talisa Yancey

03:08 • 4min

chevron_right

Origin of Designed to Last

07:09 • 3min

chevron_right

Show Format and Weather Challenges

10:18 • 1min

chevron_right

Internal Buy-In and Creative Risks

11:31 • 1min

chevron_right

Marketing Inspiration and Binge Strategy

12:55 • 2min

chevron_right

Goals and Ecosystem Around the Show

Cultural Impact and Internal Team Building

16:39 • 2min

chevron_right

Marketing Transformation at AmFam

18:50 • 4min

chevron_right

What Made the Transformation Work

22:32 • 3min

chevron_right

From Leading From Center to Centered Leader

25:11 • 4min

chevron_right

College Pivot and Mentor Impact

29:07 • 5min

chevron_right

Kraft: Business Training Ground

34:01 • 3min

chevron_right

Why She Joined American Family

37:05 • 3min

chevron_right

Sherina's Superpower and Creative Approach

39:53 • 3min

chevron_right

Reading, Journaling and Personal Practices

43:00 • 3min

chevron_right

Family Influence and Grounding Habits

45:32 • 1min

chevron_right

First Brand Memory and Heinz Ketchup

46:51 • 1min

chevron_right

Legacy Sherina Hopes to Leave

48:03 • 2min

chevron_right

Most Inspiring People in Her Life

50:24 • 1min

chevron_right

Closing Reflections on Work and Series

• Mentioned in 94 episodes

A Tale of Two Cities

Julius Julius Seybt

Francisco Manuel GRANADO CASTRO

Juan Ramon Torregrosa

leonardo pablo federico sanchez alonso

J. J. Bernier

Salustiano Masó Simón

Victor G Ambrus

Jose perez

Hablot K. BROWNE

Published in 1859, 'A Tale of Two Cities' by Charles Dickens is a historical novel that contrasts the lives in London and Paris during the late 18th century. The story revolves around characters such as Charles Darnay, Sydney Carton, and Lucie Manette, each dealing with love, sacrifice, and the profound societal changes brought about by the French Revolution. The novel critiques both the conditions leading up to the Revolution and the Revolution itself, highlighting themes of resurrection, sacrifice, and the potential for positive change. Dickens's vivid portrayal of the social disparities and political unrest of the era, along with his iconic opening lines, 'It was the best of times, it was the worst of times,' make the novel a compelling exploration of human resilience and societal issues.

#29182

• Mentioned in 2 episodes

The Personal Librarian

Victoria Christopher Murray

Marie Benedict

The Personal Librarian is based on the life of Belle da Costa Greene, who was hired by J. P. Morgan in 1906 to curate his collection for the newly built Pierpont Morgan Library. Belle, a light-skinned Black woman passing as white, becomes a fixture in New York City society and a powerful figure in the art and book world. She works tirelessly to acquire and curate rare and ancient works, developing a close but complicated relationship with J. P. Morgan. After Morgan's death, she ensures his son Jack keeps the collection intact and eventually turns it into a public library. The novel explores themes of identity, legacy, and the impact of her work on future generations.

#3527

• Mentioned in 14 episodes

This Side of Paradise

F. Scott Fitzgerald

This Side of Paradise chronicles the life of Amory Blaine from his childhood through his early twenties. The novel is divided into three sections: 'Book One: The Romantic Egotist,' 'Interlude,' and 'Book Two: The Education of a Personage. ' It follows Amory's experiences at Princeton University, his service in World War I, and his subsequent struggles with love, identity, and social class. The book is known for its experimental narrative structure, which includes poetry, letters, and stream-of-consciousness sections. It reflects the themes of the 'Lost Generation,' exploring the disillusionment and moral ambiguity of the post-war era.

#67

• Mentioned in 239 episodes

The great Gatsby

F. Scott Fitzgerald

Published in 1925, 'The Great Gatsby' is a tragic love story, a mystery, and a social commentary on American life during the Jazz Age. The novel is narrated by Nick Carraway, who moves to Long Island and becomes entangled in the lives of his wealthy and mysterious neighbor, Jay Gatsby, and Gatsby's obsession to win back his first love, Daisy Buchanan. The story delves into themes of honesty, the temptations of wealth, and the struggle to escape the past, ultimately reflecting on the disintegration of the American Dream.

What does it take to transform a legacy brand and yourself as a leader at the same time?

To celebrate the launch of the streaming series on Hulu, Designed to Last, Jim welcomes Sherina Smith, Enterprise Chief Marketing Officer at American Family Insurance. Founded nearly a century ago in Madison, Wisconsin, American Family, or AMFAM, has grown into one of the largest mutual insurers in the United States. It serves millions of customers and generates more than $15 billion in annual revenue. The company has built its brand around a powerful purpose: to inspire, protect, and restore people’s dreams.

Designed to Last is one of the boldest moves in the category, a first-of-its-kind streaming series on Hulu, with the first episode available now.

Sherina joined American Family in 2019 as VP of Marketing and is now the Enterprise CMO for American Family and its subsidiary brands. She is responsible for helping guide the company’s flagship brand. She also leads the company’s marketing transformation, as well as customer growth strategies across the organization. Born and raised in the Pittsburgh, Pennsylvania area, Sherina graduated from Ohio State and earned her MBA from USC. She spent a foundational 11 years at Kraft, which we discuss, before roles at AbbVie Pharmaceuticals and JCPenney.

Tune in as Sherina dives into how the show came to life, why long-form content is a powerful way to build engagement, and how brands can create deeper emotional connections in a crowded, competitive space.

---

Stream Designed to Last on Hulu now!

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Home Top podcasts Popular guests Top books