Portland, November 6th, 2024

Goodbeast is an award-winning experiential marketing agency founded in 2017, specializing in blending art, technology, and human connection to create memorable brand activations. The agency has offices in Portland, Oregon, Washington, D.C, and Traverse City, Michigan – with clients worldwide.

Marivi Bryant, the President, brings a wealth of experience from the sports and cultural marketing sectors. In an interview with TIA, Marivi shared her journey from in-house marketer to agency head, highlighting her passion for fostering human connection in marketing. She also discussed the agency’s commitment to operational excellence, upcoming holiday fundraising campaigns, and the innovative trends.

We’re excited to have you here, Marivi. Let’s start with a personal touch—can you tell us about where you’re currently based?

We’ve recently moved to Traverse City, Michigan from Fort Lauderdale, Florida. Traverse City has been our happy place for many years and the place we’ve spent our summers. It’s known for its amazing lakes, access to great hiking and outdoor activities – overall a lovely place to be.

What’s one must-do experience in your city in your opinion?

There are so many to choose from, but the drive to Sleepy Bear Dunes in the fall are amazing– and in the summer! Hiking with amazing views of the lake is a must as well!

For those who aren’t familiar with your career, can you provide an overview?

I was an in-house marketer for many years, turned Agency! I spent many years in the sports and cultural fields of marketing, and now lead Goodbeast, where we focus on that lovely blend between art, technology and human connection.

Where do you spend most of your time, and what does a typical day entail?

Either in my home office, at a conference or event, or traveling for our projects. The beauty of agency life is that no day is ever the same!

What are your main focuses at the moment?

Right now I’m settling into the agency, understanding everyone’s roles and trying to support the team where they need me. Understanding our clients and the work we provide is a priority for me as well.

Experiential marketing is at the heart of Goodbeast. What do you think makes a brand activation truly immersive and memorable for audiences?

We’re in a time where human connection is severely needed– people crave human interaction. Our work creates those opportunities to connect, while also addressing the client’s marketing goals and objectives. It’s a win-win!

How do you balance the need for innovation and experimentation with the practical requirements of meeting client expectations and delivering successful projects?

At our core, Goodbeast believes in operational excellence and the benefits of having structured processes. This allows for the ‘practical requirements’ to function like a well-oiled machine, and leaves a broader opportunity for our teams to be strategic, creative, and innovative.

Could you walk us through the initial steps of forming a partnership with Goodbeast?

What I love about Goodbeast, and what drew me to them, was their ability to fit in with most clients/prospects because of the diversity of offerings. When it comes to forming a partnership with us, we can either ‘take the order’ and add value to the client’s request, or we use best practices and data to identify a solution to their existing challenge.

From an experiential side, whether you’re a hospital, museum, municipality, corporation or foundation looking to enhance their existing marketing partnerships, we can help! Or if you’re an organization that needs general brand marketing support, please get in touch!

Are there any exciting projects that Goodbeast is working on that you can tell us about?

The holiday season and end of the year are our busiest months. We’re launching exciting new holiday fundraising campaigns this year to make an impact in communities. Stay tuned for more!

Mentorship has been an important part of your career. What do you value most about mentoring staff, and how do you foster talent and growth within your teams?

It really has. I’ve had amazing mentors throughout my career and life, executive coaches and leadership training. But I’ve also learned in an unconventional way ‘what not to do’ by observing toxic management. I strongly believe in fostering a culture of transparency and collaboration, as well as being a space where people feel valued and want to come to work every day. Breaking news… happy people do good work 🙂. Really it’s about forgetting about the golden rule (treat others the way you want to be treated), and more about treating, coaching, and working with each staff member the way THEY want to. Everybody has their own personality and working styles– it’s crucial to focus on enhancing their positive attributes instead of trying to organize them into the idea of what we think they should be.

The most humbling aspect is that I wasn’t always this way. It’s been years of coaching and training that has allowed me to grow into the leader I am today.

As a self-described “change agent,” how do you approach challenges and organizational changes within marketing teams?

I’ve learned through painful experiences that coming in like a bull in a china shop is not an ideal way to implement change in an organization. In my experience, and where I’ve seen the most success, has been by observing AND understanding the existing processes and methodologies of work before providing any recommendations to change.

You’ve worked with a range of major brands such as the Phoenix Suns, NASCAR Foundation, and State Farm. Can you share a standout project that particularly captured your passion for brand building and community engagement?

Most of my in-house marketing roles were tied to community projects and activating partnerships between community, nonprofit organizations and the brand. I love the synergy between the two and as a marketer, working on projects that have social impact make me the most excited. Whether it was helping our teams raise funds for the NASCAR Foundation, or activating our partnership between State Farm and Junior Achievement, or expanding the Phoenix Suns’ presence in the Hispanic community. That passion translates into our work at Goodbeast– for example, raising funds for the Nationwide Children’s Hospital Foundation with “Light Up the Lawn, Light Up A Life,” a butterfly light show held at the hospital every year for the patients, family members and staff.

Looking forward, what trends do you foresee shaping the experiential marketing industry, and how is Goodbeast preparing to adapt to them?

More and more marketers are considering experiential marketing as one of the tools they can use to stand out. We’re going to see more and more branded experiences, and it’s going to be really fun to see how marketers are pushing the boundaries with those activations. One big area of growth in experiential is building on other intellectual properties, particularly TV. Netflix has some projects underway to reimagine old retail spaces as branded experiences connected to their shows. Las Vegas has set aside 35+ acres for an immersive entertainment district. Those projects are going to supercharge people’s awareness of immersive content, and they speak to a huge appetite for that kind of innovation and connection.

Do you think someone can get into the field without educational experience in a school environment?

Absolutely! We believe in hiring smart people and good humans. If you bring something to the table that we don’t have, can problem solve and are open to working in a collaborative environment, we’d love to connect with you.

When you have free time, what hobbies or leisure activities do you find most enjoyable and rejuvenating?

I am a very passionate live performances consumer. I especially love musical theater, concerts and live events! I have also played tennis for most of my life and continue to play– it brings me so much joy.

Are there any causes or initiatives that you are personally passionate about and actively support?

I’ve always been an avid supporter of the arts, and served on various arts boards. I am currently supporting a few art organizations and serve on the board of Slow Burn Theater Company– Fort Lauderdale’s premier professional theater company.

Thanks Marivi!

Learn more about: Goodbeast

Follow Marivi Bryant on social media:  Linkedin

Follow Goodbeast on social media:  Instagram

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