[14:17] Authenticity Through Player-First Storytelling — The success of CarMax’s sports campaigns, such as those featuring Sue Bird, Steph Curry, and A’ja Wilson, stems from acting like a fan rather than just a sponsor. By paying attention to real-time storylines, like A’ja Wilson’s MVP wins or Paige Bueckers’ move to Dallas, CarMax earns cultural fluency. Sarah stresses that brands must do the work to understand the subcultures and stories that resonate with fans to create a meaningful halo effect.
[24:40] Leading with Curiosity and Humility — Sarah shares her philosophy on career growth, highlighting the importance of staying curious and being willing to step into roles that feel challenging. She advocates for a leadership style that takes the work seriously but keeps a sense of lightness and humility.
