## The Breaking Point in My Job Search

I remember opening my laptop about a month into my job hunt, seeing yet another automated rejection, and feeling this kind of collapsing desperation. I knew I needed to do something different in my approach if I wanted to stand out in the job market.

I tried three new job-finding strategies, but I didn't get hired until I sent an email directly to a CEO with the subject line **"My landlord inspired this email."**

![Cathy Xie, black and white headshot image.](https://i.insider.com/69a1d67ed3e2f1aef369ae90?width=700)
*Marketing professional Cathy Xie cold emailed the CEO of the job she wanted with the subject line: "My landlord inspired this email."*

## Mass Applying Left Me Drained

In 2024, I founded a startup aimed at helping students and new grads with unconventional backgrounds pivot into tech and navigate the job market. Unfortunately, we had to shut down about a year and a half later due to changes in the market. It's a little ironic that **the tech job market** is what put me back on the job hunt.

After mass applying to roles across marketing, product, and growth, largely targeting tech and AI companies, I felt drained. I was also spending so much time doom-scrolling on TikTok, watching video after video of young Gen Z job seekers talking about their frustrations with the job market.

Job searching was always in the back of my mind, and I knew it was time to try a different approach.

## Referrals and Niche Startup Boards Only Helped Me So Much

The first route I tried was referrals, but those were not a huge success.

My next approach was scouring niche startup boards, subscribing to free newsletters that posted about **startups hiring**, and even following LinkedIn creators who report on startups that had just raised. Then I'd apply directly through the company's website and try to email someone on the team who would likely be my manager for that position. Though I didn't end up with a job from that approach, it was still a great way to network.

My last approach, **cold emailing a founder**, ultimately landed me my new role. I'd been following this founder's journey on LinkedIn for a while because I was passionate about his startup's mission to address the housing crisis in major cities. He posted that he was hiring a marketing manager and included a link to apply. I thought to myself, "I am not applying the traditional way again."

I had just come across a social media post from someone about how **cold emailing** helped them achieve so many of their life goals, and how rejection was redirection. It made me think maybe I should just email the founder directly. I had nothing to lose.

## The Founder Responded to My Email

I know, as a founder, you get thousands of emails, so I needed to make sure my email was one he had to open.

It was also important to me to make my email as **personal as possible** because I think it's a lost art. Especially with AI, we've become overly formal with writing. My subject line was "My landlord inspired this email" because I thought it was funny and might grab his attention.

In the body, I introduced myself, described my past roles and how they prepared me for this job, and wrote about my passion for and interest in the startup itself. I tried to keep it personable and a little funny. I kept it around 150 words, so it was short and sweet.

He responded just over a week later by emailing me back and messaging me on LinkedIn to set up an intro call with him and the CMO. After **two more interviews**, including an intro to a case study and a case study presentation, I was offered the role of marketing manager.

The job has been great so far, and my team is amazing.

## Here's My Advice for Job Seekers

The first two questions a lot of people ask themselves when applying to a job are "How should I write my résumé?" and "How should I write my cover letter?"

However, I think the question you should ask yourself instead is, **"How can I get the attention of this person?"** Once you ask yourself how you can get in front of a person, you open up so many ways to approach this job hunt, rather than just doing the traditional cold application.

With this wave of AI, it's so easy not to put in effort with job applications and just mass apply. But I think what comes with getting people's attention is **putting in the effort**.

You can spend a few hours cold applying and maybe get one or two automated emails, or you can spend those hours doing a couple of very **personalized outreaches**. It will take effort, but I think it's important to put that effort in if you want to stand out in today's job market.

Cathy Xie shares job search tips highlighting cold emailing CEOs for attention. Discover effective strategies for tech job seekers.

How a Bold Cold Email to a CEO Landed Me My Dream Job When Nothing Else Worked

Whether we like it or not, **AI is permeating almost every aspect of our lives**, including the world of advertising. While some audiences remain skeptical about the technology, **AI ads are becoming increasingly popular**, with huge global brands like McDonald's and Samsung receiving criticism for their artificially augmented campaigns.

But is this shift a sign of decline, or inevitable evolution? To make sense of this changing advertising sphere, we caught up with Tom Williams, global creative director at digital growth agency Incubeta, to discuss the **fine balance of human and AI power** shaping the future of advertising.

## What's the worst AI ad you've seen and why didn't it work?

My least favourite AI ad has been **McDonald's Netherlands 2025 Christmas ad** 'The most terrible time of the year' (which was subsequently pulled). The video generations themselves weren't truly awful, but they clearly lacked the spirit of a practical production. Camera actions and model movements were a little janky, and the whole thing gave off 'Uncanny Valley' vibes.

![THE infamous AI McDonald's Ad in Full - YouTube](https://img.youtube.com/vi/LYz-5cL-BhA/maxresdefault.jpg)

It missed the mark because it seemed to **lack intent**. I can't tell if they were going for realism or wanted it to be clear they had used GenAI instead of CGI or VFX. I think that ambiguity led to a disconnect with their audiences. Furthermore, the overall lack of visual coherence made the narrative, which felt negative at best, difficult to follow.

**Coca-Cola's Christmas ad** (both of them...they've made two now!) also gets an honourable mention. AI allows us to do things never before possible, or cover gaps in budget and time. None of these issues should plague the drinks giant, so it is sad to see they used such a powerful tool to simply replicate what they have always done... albeit with worse quality than when they used practical effects (which they clearly can afford).

![A still from the Holidays are Coming Coca-Cola Christmas advert](https://cdn.mos.cms.futurecdn.net/gwNGuZJUsSwUfU2V3YZ39.jpg)

## What's the best AI ad you've seen and why did it work?

I think one of the best and first uses of genAI in a commercial ad was last year's **'Original Source - Nature Hits different.'** This was a perfect blend of traditional production, supplemented with GenAI visuals, to create over-the-top effects that resulted in a crazy, immersive experience representing the smells and invigorating sensations of using Original Source. It's intentional and plays into the sometimes hallucinogenic nature of AI generations. They're not scared of, or trying to hide, the fact that they have used this tool in the ad; Therefore, audiences don't feel misled, so they are happy to go along for the ride.

> Only brands with soul will thrive in the AI slop-era

A notable mention was this spec ad for **Liquid Death - 'Pulled Over'**, which again leans into the absurdity of AI and uses it to push the boundaries of what was usually creatively possible. It also stays true to the brand's disruptive spirit and tone. The quality of GenAI video has greatly improved since then, but it's still consistent enough for the audience to focus on the silly, somewhat macabre narrative at the heart of the ad. And that's the point: the assets are driven by the story, not the tools used to create them. **AI should empower creativity; it's not a replacement.**

![Original Source AI ad](https://cdn.mos.cms.futurecdn.net/CaupouK76Fc4bYaE5HQnon.jpg)

## Why are some audiences so opposed to AI advertising?

I don't think audiences are inherently opposed to AI, as long as it serves a purpose and remains authentic. There will always be initial resistance to something new, but if the quality and standards remain at the levels audiences and clients expect, it means they can focus on the message, not the tools used to create it. And there already seems to be a shift towards more acceptance of AI-generated content as it becomes more commonplace.

What audiences don't like (and never have) is **being misled**. This is why the pursuit of consistency and accuracy around products and their RTBs in AI-generated assets is critical. AI should supplement creativity, much like CGI or visual effects. Even when realism is the aim, it should never sell falsehoods, or we really will lose consumers' trust.

**Only brands with soul will thrive in the AI slop-era.** The lazy, generic, and uninspiring content won’t stand out. The smartest brands are using GenAI to make better content, not simply more of it.

AI may be a multiplier, but it is not a shortcut.

![Liquid Death AI ad](https://cdn.mos.cms.futurecdn.net/amJ6a2oQYgz3b4S2GG8Jdh.jpg)

## How can advertisers that use AI win over AI sceptics?

Winning over AI sceptics starts with **trust and transparency**. Advertisers can win over AI sceptics by proving that AI is being used to improve marketing operations, not replace human creativity.

At Incubeta, that means embedding AI into workflows to accelerate insight generation and automate repetitive production tasks.

For example, we recently built tooling that uses AI to analyse creative assets at a granular level — things like branding placement, calls to action, imagery, and emotional cues — and maps those directly to live performance data. The outcome is a clearer picture of why certain creative elements are driving results, so human teams can make smarter decisions, faster. One brand using this approach saw a **102% lift in click-through rate** and a **37% reduction in cost per lead**.

![Volvo logo over an image from a Volvo AI advert](https://cdn.mos.cms.futurecdn.net/voAwbMd2dgRSULntN3kqiA.jpg)

## How can creatives leverage AI effectively in advertising?

Using **AI-powered creative delivery** to scale personalised assets across 100+ markets from a single modular template is one of the most effective uses of AI in advertising. It removes the production bottlenecks that prevent good ideas from scaling.

Traditionally, a global campaign might require a separate team to manually adapt assets for each market by translating copy, swapping imagery, adjusting pricing, and formatting for local currencies.

> The fundamentals of relevance, emotion, and clarity haven't changed

AI changes that equation dramatically. In the hospitality sector, for instance, brands operating across dozens of countries have used modular creative templates combined with AI-powered delivery to produce thousands of localised ad variations from a single master asset by automatically pulling in live room rates, local languages, and geo-specific destinations. The creative work happens once; the AI handles the permutations. The practical outcome in cases like this has been a **cost-per-acquisition drop of over 50%**. AI doesn't make the creative decisions, but it can execute creative at a scale no human production team realistically could.

Beyond production scaling, AI is increasingly useful at the briefing and testing stage. Creatives can use generative tools to rapidly prototype multiple directions before committing budget to production, or to stress-test whether a concept holds up across different audience segments and cultural contexts. What previously required focus groups and weeks of iteration can now surface meaningful signals much faster.

The big caveat worth stating is that AI works best when the creative strategy is already sound. It amplifies what's there, so a weak idea at scale is still a weak idea. But the fundamentals of relevance, emotion, and clarity haven't changed. AI removes the notion that good personalisation is too expensive or too slow to execute.

Incubeta’s Tom Williams explains how to balance AI with human ingenuity.

Why AI Ads Fail: The Secret to Balancing Technology with Human Soul in Marketing

# USAA Appoints Chris Curtin as New Chief Marketing Officer

A significant leadership shift is happening at **USAA**, one of San Antonio's largest employers, as the company welcomes **Chris Curtin** as its new **Chief Marketing Officer**. This appointment signals a strategic move to strengthen the company's marketing approach and deepen connections with the military community it serves.

## A Proven Track Record in Marketing Leadership

Chris Curtin brings an impressive background to USAA, having previously served as **Chief Marketing Officer at Sam's Club**. His career includes leadership roles at major corporations like **Visa**, **Bank of America**, and **The Walt Disney Company**. At Disney, he was known for blending creative, fun ideas with analytical rigor to drive growth—a combination that will likely benefit USAA's marketing efforts.

## Focusing on Trust and Value-Driven Marketing

In his new role, Curtin will focus on **strengthening value-driven marketing** and building **deeper, trust-based connections** with USAA's members. The company's mission resonates deeply with him, as he stated: "Our members deserve marketing that earns their trust along with clarity about value, personal advice and recognition for the service that defines their lives."

Curtin emphasized that his focus will be on "continuing to build modern experiences that translate into tangible value" for members.

## Leadership's Vision for the Future

USAA President and CEO **Juan C. Andrade** highlighted how this leadership addition reflects the company's ongoing commitment to service excellence and operational strength. "Chris will help us tell our story with clarity and purpose, ensuring our marketing reflects the real value of USAA membership," Andrade said.

He added that the leadership team is focused on "strengthening how we deliver protection, advice and experience-led value for the military community we are privileged to serve."

## About USAA

USAA provides **insurance, banking, and retirement services** to 14 million members of the U.S. military, veterans, and their families. Headquartered in San Antonio, the company operates in eight U.S. cities and three international locations, employing more than 38,000 people globally.

Curtin officially begins his new role on **March 2**, marking the start of what promises to be an exciting chapter in USAA's marketing evolution.

USAA revealed Chris Curtin takes the helm as Chief Marketing Officer at the prominent company. He previously worked at Disney and Sam's Club.

From Disney Magic to Military Trust: How USAA's New Marketing Leader Will Transform Brand Strategy

# The Truth About Expensive Products: Are You Falling for Marketing Scams?

Have you ever wondered if that high-priced item is really worth the extra cash? A recent Reddit discussion revealed that many **luxury products** are often just **marketing gimmicks** with little to no added value. Here’s a breakdown of what people are saying about overpriced items that might not be worth your money.

## High Thread Count Sheets: A Marketing Illusion

One user shared insights from the textile industry: **High thread count sheets** beyond 400-450 TC are essentially a **scam**. Thread count measures yarns per square inch, but after 200 TC, the weave is tight, requiring smaller yarns. Makers twist fine yarns or bond fabric layers to inflate numbers for marketing, offering no real benefit and potentially causing pilling.

## Leggings and Fast Fashion: Minimal Differences

Another user noted that **expensive leggings** often show little difference from affordable ones like Old Navy’s compression leggings, which can last years without wear.

## Designer Handbags: Paying for the Logo

With **designer handbags**, you’re mostly paying for the **logo**, not superior quality. Many brands rely on branding over craftsmanship.

## Ultra-Luxury Bottled Water: Tap in Fancy Glass

**Ultra-luxury bottled water** is often just tap water in nicer packaging, sold at unreasonable prices.

## High-End Restaurants: Microscopic Portions

Some **high-end restaurants** serve tiny portions that leave diners hungry, questioning the value of a $200 meal.

## Charcuterie Boards: Adult Lunchables

**Charcuterie boards** are likened to expensive adult Lunchables, costing up to $85 for simple ingredients served on wood.

## Home Gym Equipment: Overkill for Most

**High-end home gym equipment** may offer no extra benefits for average users compared to basic models, with pro-level features unnecessary for most.

## Bottle Service at Nightclubs: Pricey Alcohol

Paying $500 for **bottle service at nightclubs** is seen as excessive, especially for regular occurrences.

## Luxury Apartments: Poor Soundproofing

**Modern luxury apartments** with paper-thin walls fail to provide a true luxury lifestyle due to noise issues.

## Private Liberal Art Colleges: High Tuition, Same Education

**Private liberal art colleges** with high tuition may offer similar education to public colleges at a fraction of the cost.

## High-End Vodka: Marketing Over Quality

**High-end vodka** brands often have average quality, with prices set high to create a luxury perception, despite minimal differences from cheaper options.

## Electronics: Unnecessary Upgrades

**Electronics** like Chromebooks and iPhones can last years without upgrades, with the urge to buy new versions driven by **marketing** rather than real need.

## Eyeglass Frames: Mass-Produced in China

**Designer eyeglass frames** marketed as "made in Italy" are often mass-produced in China and assembled elsewhere, with high prices for basic materials.

## Skincare and Makeup: Overpriced Formulas

**Expensive skincare** and **makeup**, including "medical grade" products, may use unregulated terms and offer formulas available cheaper elsewhere, like drugstore alternatives.

## Fancy Kitchen Supplies: Unnecessary Splurges

**Fancy kitchen supplies** from high-end stores can be matched in quality by budget options, with minimal differences in functionality.

This article highlights how **marketing strategies** can inflate prices without delivering real value, encouraging consumers to think critically before splurging on luxury items.

"It's all marketing. It comes with a hefty price tag, but it is only slightly better than the cheap no-name version."

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