About this episode

This episode explores how community drives brand growth through effective customer experience design, featuring insights from Zumba's CMO Carolina Moraes.

How community drives brand growth—and why it only works when it’s built into the customer experience. In this episode of the Frictionless Growth Marketing Podcast, I sit down with Carolina Moraes, Chief Marketing Officer at Zumba, to break down how one of the most recognized global fitness brands has turned community into a powerful growth engine over 25 years. But here’s the nuance most brands miss: Community isn’t something you create. It’s something you earn. And it only forms when the customer experience is designed in a way that makes people feel like your brand was built for someone like them. From a growth marketing perspective, this episode explores what it really takes to drive sustainable brand growth, retention, and loyalty through community. We get into: Why community marketing strategy often falls short—and what actually makes it work How customer experience design drives retention, loyalty, and word of mouth The difference between building a brand community and simply creating a container for engagement How Zumba equips instructors to deliver a consistent, inclusive experience at scale Why representation isn’t just a marketing tactic—it’s an experience design…

People in this episode

Host: Sonia Thompson

Guest: Carolina Moraes

Topics covered

• community marketing
• customer experience
• brand growth
• retention
• loyalty
• inclusive experience

Keywords

• community
• brand growth
• customer experience
• retention
• loyalty
• Zumba
• inclusive marketing

Mentioned in this episode

Organizations: Zumba

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