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Inside the Executive Mind: Shannon Brayton on Trust, Strategy, and Board-Level Comms

Inside the Executive Mind: Shannon Brayton on Trust, Strategy, and Board-Level Comms

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 What do you do when your CEO doesn’t “get” marketing—or worse, thinks they already do? In this episode, we talked to Shannon Brayton, former CMO at LinkedIn and senior comms leader at Bessemer Venture Partners, about the high-wire act of educating power players on the value of marketing and communications. Shannon shared how she’s earned the trust of executives like Jeff Weiner by learning their communication styles, staying radically transparent, and explaining in detail the strategic impact of comms. For those of us who’ve had to decode a leader’s style while pushing forward a vision, her insights hit home. We also explored how LinkedIn evolved from an internal tool to a global content powerhouse, and why its embrace of video and influencers was a game-changer. Shannon offered a candid take on the role of AI in modern marketing—what it can replace, what it can’t, and how we should be preparing for the shift. From navigating outdated assumptions in the C-suite to positioning yourself for board service, Shannon’s advice is sharp, grounded, and refreshingly actionable for anyone operating at the nexus of comms, leadership, and strategy. About Shannon BraytonShannon Brayton is the Chief Marketing Officer and leads marketing and communications for Bessemer Venture Partners. She has more than 25 years of experience leading teams and shaping corporate narratives for some of the world’s most innovative and disruptive brands, most recently as Chief Marketing Officer of LinkedIn. She is currently a member of the Board of Directors of Vidyard and Quizlet. She is also an advisory board member at several companies and an active angel investor. Shannon was named one of the world’s most influential CMOs for three consecutive years by Forbes Magazine, and she was described by PRWeek in 2017 as “a force of nature any company would want on their side.” Shannon lives in the San Francisco Bay Area with her husband and two children. Her hobbies include reading the news, traveling with her family, and doing the New York Times crossword puzzle every day.Sponsored by:Delve.“Delve is an insight engine that transforms how brands understand their world.”It ingests every public mention across your online universe, then decodes and pushes it past the top-level insights to create real, usable intelligence. Top global companies and agencies already use Delve to stay ahead.Learn more at delve.news/shiftResources discussed in this episode:LinkedInQuizletVidyardSam & Jony Introduce io (video)Vulture - Fame and Frustration on the New Media CircuitVulture - The Celebrity Press Tour Road MapTimothee Chalamet Look-Alike Contest—Contact Allison Braley and Sean Garrett: MixingBoard.coLinkedIn: Allison BraleyLinkedIn: Sean GarrettLinkedIn: Mixing BoardContact Shannon Brayton | Bessemer Venture Partners: Website: bvp.com LinkedIn: Shannon Brayton—TranscriptSean 00:00Welcome to Attention Shift. We unpack where communication and communications is headed. I'm Sean Garrett and supported by Delve, the top level context engine for comms. My co-host, Allison Braley, and I talk to industry experts about how we show up and get our message across in an era of limited time and shorten attention spans. Let's dive in. Sean 00:28Today's episode takes us into the critically important dynamic between comms and the CEO with none other than Shannon Braden, who led both marketing and communications at LinkedIn from 2010 to 2020 and had an amazing rapport with the CEO, Jeff Weiner. Shannon has done a lot of other things. Check out her bio, but honestly, her title LinkedIn was very seminal and really shaped a lot of things between the intersection between comms and marketing, but to the point of a lot of the episode, how to really get along with the CEO, how to make the most of it, how to get them to best understand comms, how to create short, quick ways to talk to each other, work on the fly, work strategically, and so on. Allison 01:15I've always really admired her career. That step up from running comms to running marketing at LinkedIn, and now she leads comms at Bessemer, and leads all a platform, ultimately, too. So just a really impressive career. And you know, obviously all the great talent should be at VC firms. But before we get into Shannon's tips on working with CEOs, let's talk about how two CEOs are going to work together. So for everyone in tech, you've seen this, I'm sure. But if you're not in tech, open AI just announced the acquisition of Johnny Ives’ company io, I think that's how you say it. And this will bring Johnny and his team into OpenAI to lead hardware. And so the price was kind of high to say the very least. A lot of people felt like that was sort of an all time record for an Acqui hire. But I sort of think is worth it for a generational talent like Johnny. But even more than that, from a comms perspective, a lot of people were kind of tickled, befuddled, bemused, whatever you want ...

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