Outrigger 前品牌营销副总裁在 Brandweek 2026 称 ROAS 不能定义营销成功

Live from the Marketing Vanguard stage at Brandweek 2026, Jenny Rooney sits down with Jason Pirock, former vice president of global brand marketing at Outrigger Resorts and Hotels, to discuss why differentiation may be one of marketing’s most underhyped priorities right now. 

Jason challenges the industry’s fixation on ROAS and reveals why CXO titles don’t matter as much as you’d think.

He also discusses why landing a creator with a huge following can mean very little if the partnership wasn’t designed the right way.

Finally, Jason touches on why hospitality traditionally lags behind other industries when it comes to technology, and why it’s catching up now.

What you’ll learn:

• Why hospitality’s adoption of AI is accelerating after years of lagging behind other industries
• Why consumers are gravitating back toward real-world experiences and human interaction
• Why authentic creator fit matters more than reach or follower count
• Why senior marketing titles matter less than alignment with leadership
• Why ROAS should be treated as a directional indicator rather than the full definition of success
• How a builder mindset can shape a marketing leader’s career
• Why differentiation becomes even more important as AI makes generic execution easier

This episode is part of a special vidcast series that was recorded live during Brandweek 2026 and presented in partnership with Tatari.

About our guest:

Jason Pirock is the former VP of global brand marketing at Outrigger Resorts and Hotels, with nearly 20 years of experience across retail, commercial real estate, and hospitality. His career has spanned work across Hyatt, Aparium Hotel Group, Springboard, and Outrigger.

Across those roles, Jason has consistently gravitated toward building and rebuilding, from rethinking an early business at Target to putting content creators into local markets before “creator” became standard marketing language. His perspective combines brand strategy, experiential marketing and a strong belief that differentiation matters even more as technology makes execution easier.

Episode Highlights: 

[04:03] Hospitality’s AI Catch-Up Is Happening Fast — Jason says hospitality has traditionally been well behind industries like retail when it comes to technology adoption. That gap is narrowing quickly. Over the past year or two, he has seen a wave of new technology companies and faster AI adoption across the sector. Much of it remains behind the scenes for now, but Jason expects more guest-facing applications to emerge, raising the stakes for brands deciding where technology genuinely improves the experience.

[09:10] Stop Choosing Creators for Reach Alone — Jason does not believe the biggest creator is automatically the best creator. The real question is whether that person already likes the brand, understands what it stands for and can create something that feels natural. For him, creator marketing should be treated like any other serious partnership: do the homework, look for mutual fit, and make sure the relationship makes sense both ways. A large audience means very little if the partnership itself feels random.

[11:17] The CMO Title Debate Is Missing the Point — CMO. CGO. CXO. Chief experience officer. Chief revenue officer. Jason thinks marketers are spending too much energy debating titles and too little on the thing that actually matters: alignment. If the CEO, board and marketing leader agree on the objectives and what success looks like, the label on the org chart becomes secondary. His Brandweek 2026 point is refreshingly simple: clarity of mandate beats title inflation.

[12:01] ROAS Is Directional, Not Definitive — Jason’s unpopular marketing opinion is one he says he will argue “until I’m blue in the face”: ROAS does not equal marketing success. He sees it as a useful directional indicator, but not a complete scoreboard. That matters particularly in hospitality, where long-term brand value, loyalty and guest experience cannot always be reduced to a single short-term efficiency metric. The danger is letting the easiest number to report become the only number leadership cares about.