Turning brand youth into a strength in a luxury category dominated by legacy players, with the CMO of Genesis Motor America.

Genesis CMO Amy Marentic describes how the auto brand took a blank canvas approach to raise awareness in a segment dominated by older brands like BMW and Mercedes. She describes how the marketing department sold a campaign pivot internally. Marentic also dishes some advice on experiential marketing, including how the automaker uses its Genesis House in New York City as a brand equity play channeling Korean hospitality. Also, hear how she approaches marketing metrics.