Jada Balster [#89] - How Perk is Using Sport to Accelerate Brand Growth in a New Era of B2B Marketing 🏎️

On today’s episode of the Sports Pundit Podcast, I’m joined by Jada Balster, CMO at Perk.Jada is a B2B marketing leader with more than 20 years of experience across companies including Epicor, S&P Global, and Adobe. Today she leads marketing at Perk, the all-in-one travel and spend management platform formerly known as TravelPerk.In this conversation, we explore how B2B marketing has evolved from a demand generation discipline into a brand-building function, and why Perk recently embarked on its biggest ever marketing investment through a company-wide rebrand. We discuss the role sport can play in accelerating brand growth, including why Perk selected the Audi Revolut Formula One team as its first major sports partnership, and how the company plans to stand out as Formula One continues to get noisier for incoming brands.Timestamps02:00 - Jada’s Career Journey04:00 - TravelPerk Becomes Perk06:00 - Rebrand Rollout and Metrics10:00 - Why Sport and F1 Fit15:00 - Choosing the Audi Partnership24:00 - Integration Beyond the Logo27:00 - Activating Across Channels34:00 - What’s Next for Perk🔍 Search ‘Sports Pundit Podcast’ wherever you listen, available on Spotify, Apple, and YouTube 🎧About The HostAndy Marston is the founder of Sports Pundit, a community and media platform for sports and technology executives. Through a weekly newsletter, podcast network, lively group chat, and regular social events, he shares industry analysis and connects leaders across the sector. Alongside Sports Pundit, Andy leads Corporate Venture at athlete-backed venture firm, The Players Fund, where he works with high-profile sports IP such as Como 1907 to design venture strategies and drive innovation initiatives.