From GE to Girl Scouts: How Marketing Leadership Creates Impact | Featuring Jocelyn Renee Johnson

What does it take to successfully lead marketing for some of the world’s most iconic brands? Jocelyn Renee Johnson, former GE executive and CMO of Girl Scouts of the USA, and now Chief Marketing Officer of the American Bar Association, joins Adam Helweh to share her marketing playbook for success across Fortune 500 companies, nonprofits, and global organizations.

💡 In this episode, Jocelyn dives into:

✅ The marketing fundamentals that apply to every industry

✅ How she helped Girl Scouts host their first-ever profitable convention

✅ The biggest challenges facing marketers in 2025

✅ How to build a high-performing marketing team and strategy

✅ Why customer experience and branding are more critical than ever

This episode is packed with insights on scaling brands, driving revenue, and creating meaningful customer connections.

00:37 Meet Jocelyn Renee Johnson

02:39 Jocelyn’s Career Journey

03:59 Transition from Tech to Marketing

05:27 Marketing at GE

12:11 Joining Girl Scouts of America

20:25 Challenges and Insights at ABA

27:09 Nonprofit Challenges and Cost Management

27:42 Technology Adoption and Shiny Object Syndrome

29:25 Nonprofit vs Corporate: Strategic Differences

31:58 Measuring Success in Nonprofits

34:19 Unexpected Wins at Girl Scouts

39:03 Excitement for Future Marketing Strategies

41:22 Favorite Podcasts and Personal Insights

48:04 Conclusion and Final Thoughts

Retention Secrets: How to Grow Revenue Without New Customers | Featuring Marley Wagner

Is Customer Success Broken? Marketers obsess over customer acquisition, but what happens after the sale? Retention and expansion are the real game-changers in B2B success—and Marley Wagner knows exactly how to do it right. In this episode, Adam Helweh sits down with...

Sales vs. Marketing: Why the War Is Killing Your Revenue | Featuring Ellen Smolko

Is your B2B marketing strategy built for the future? In this must-listen episode, Adam Helweh sits down with fractional CMO Ellen Smolko to discuss how AI, sales alignment, and strategic marketing are reshaping B2B growth in 2025. With decades of experience—from her...

B2B Marketing in 2025: What Marketing Leaders Must Know | Featuring Rosa Lear

B2B marketing is undergoing a radical transformation—buyer behaviors are evolving, AI is reshaping workflows, and businesses that fail to adapt risk being left behind. In this episode, Adam Helweh sits down with fractional CMO Rosa Lear to discuss how AI,...

Trust and Leadership: Win B2B Clients | Featuring Chris Brogan

This episode features the legendary Chris Brogan, a pioneer in digital marketing, bestselling author, and keynote speaker, to discuss the transformative power of trust and authenticity in business. From personal anecdotes that illustrate the profound impact of simple...

Hosted by:

Adam Helweh

CEO, Secret Sushi

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Welcome to “Marketing in the Raw,” the podcast where marketing leaders reveal real-world tactics for impactful B2B strategies. Dive deep into substance with host Adam Helweh, who cuts through the fluff to deliver actionable tips and authentic insights. Join us for engaging conversations as guests share their unique journeys, successes, challenges, and battle-tested strategies. Tune in for a rich exploration of the marketing landscape and gain valuable insights to elevate your marketing game.