1: Mastering Marketing in Regulated Industries with Mary Cleary, VP of Marketing, Communications & Public Policy at Neara

Marketing Beyond with Alan B. Hart

Mary Cleary is the VP of Marketing, Communications, and Public Policy at Neara. Under her leadership, Neara has grown from its Australian roots to establish significant presences in Europe and the U.S. Mary's unique approach to marketing in risk mitigation reflects her deep sensitivity and empathy, honed through her diverse career journey. Beginning in mergers and acquisitions at Rothschild, Mary discovered her passion for being an operator and marketer, which led her to roles in product marketing and communications at companies like MediaMath, News Corporation, and Frame AI. With a B.A. in Entrepreneurship and History from NYU, and even an early stint as a PR intern for Zac Posen, Mary brings a rich tapestry of experiences, driving innovative strategies and meaningful impact in the complex landscape of AI-powered infrastructure solutions.

Neara is an infrastructure modeling platform revolutionizing how utility companies prevent outages and enhance transmission capacity. Recognized as one of TIME's 100 Most Influential Companies, Neara stands out for its transformative impact on utilities worldwide, enabling them to mitigate weather-related risks and improve resilience against potential disruptions. Beyond risk management, Neara’s advanced AI network modeling is a pivotal tool in advancing the global clean energy transition, helping utilities identify and address risks swiftly, assess the scope of potential issues, and streamline communication with policymakers to drive timely and informed decisions.

On today’s show, Alan and Mary explore how the intersection of marketing and public policy shapes her strategic approach at Neara. They discuss the unique challenges of marketing in a regulated industry, highlighting the intricate balance required to navigate both compliance and creative engagement. They also discuss the complexities of managing international marketing activities and how the global scope amplifies these challenges. Additionally, they uncover how Neara leverages cutting-edge AI solutions to enhance their marketing strategies, utilizing marketing AI tools to drive innovation and efficiency in reaching their target audience effectively.

In this episode, you'll learn:

• The connection between public policy and marketing

• The role empathy plays when marketing in a regulated global industry

• Strategies to maintain customer trust and clarity when marketing a company powered by AI innovation

Key Highlights:

• [01:39] Rescue dogs

• [03:09] Career path to Neara

• [07:43] What is Neara

• [10:47] Marketing at Neara

• [15:46] How public policy fits with marketing

• [17:15] How marketing is different in a regulated industry

• [19:00] Complexities of having an international scope

• [21:09] Messaging and talking about AI

• [24:30] An experience from your past that defines you

• [26:46] Advice to your younger self

• [27:19] A topic that you and other marketers need to learn more about

• [28:52] Trends or subcultures others should follow

• [31:54] Largest opportunity or threat to marketers today

Resources Mentioned:

• Mary Cleary

• Neara

• No Dogs Left Behind (non-profit)

• Founder of No Dogs Left Behind, Jeffrey Beri

• Lawrence Lenihan

• Zac Posen

• Exit Five

• The Food Lab (book) by J. Kenji Lopez-Alt

• Gong Labs

Follow the podcast:

• Listen on iTunes (link: http://apple.co/2dbdAhV)

• Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa)

• Listen on Spotify (Link: http://spoti.fi/2mCUGnC)

Connect with the Guest:

• https://www.linkedin.com/in/mary-cleary-71212423/

• https://x.com/Neara_Global

• https://www.instagram.com/neara_global/

Connect with Marketing Beyond and Alan Hart:

• Twitter Alan B Hart - http://twitter.com/abhart

• LinkedIn Alan  - https://www.linkedin.com/in/alanhart

Post-Production Credits:

• Integrity Media Solutions LLC