Sherina Smith (American Family Insurance) | Designed to Last

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.

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Stream Designed to Last on Hulu now!

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