In this episode of Designing Demand, Pete Sena sits down with Susan Lambert, a creative technologist turned spirits-industry CMO. From coding in first grade to driving forklifts in heels, Susan’s journey from tech to tequila is anything but ordinary. She shares how her upbringing at NASA and early love for software evolved into a career that blends creativity, engineering, and brand leadership. Now CMO of Remington Family Distillers, Susan unpacks what it takes to build a brand without deep pockets, lead with empathy, and create consumer experiences that resonate. Packed with storytelling, sharp insights, and her signature wit, this episode is a masterclass in reinvention, resilience, and human-centered marketing. 

🔎 Find Out More About Susan Lambert

LinkedIn: https://www.linkedin.com/in/sulambert/

Remington Family Distillers: https://www.rfdistillers.com/

Chapters:

00:00 - Introduction to Susan Lambert

01:17 - Growing Up at NASA

06:57 - Forklifts in Heels

10:38 - From Tech to Spirits

16:27 - Gender Equity in Tech

20:03 - Lessons for Men in Leadership

25:58 - Legally Blonde Philosophy & Happy Coders

34:23 - Brand Building from Scratch in the Spirits Industry

42:06 - Brand vs. Performance

47:36 - What Makes a Great Story in Marketing

53:35 - Final Reflections

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