Allison Sitzman — Vice President of Brand Strategy, Shutterstock
Published:
I smile because I think the CFOs and CMOs—we’re not on different sides of the team. We just sometimes speak different languages… creative is a strategic growth lever for businesses… where if your creative impact is strong… you’re increasing your demand… That in turn is going to help lead to things like lower acquisition costs which drive higher revenue efficiency, or higher retention, which of course is going to drive revenue in the form of lifetime value.
What does Allison Sitzman say on The Agile Brand with Greg Kihlström?
Allison Sitzman, Vice President of Brand Strategy, Shutterstock, says: This interview with Allison Sitzman, Vice President of Brand Strategy at Shutterstock, diagnoses an "impact gap" where rising ad spend yields declining customer impact and offers remedies: develop cultural intelligence, prioritize emotional resonance in creative, and use AI as a tool to de-risk bolder work. Sitzman also outlines how to translate creative value into business metrics to earn C-suite support, arguing that smarter, braver creative — not higher volume — will close the gap.
From: The Agile Brand with Greg Kihlström
Cite as: Allison Sitzman. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/allison-sitzman-i-smile-because-i-think-the-cfos-and-cmoswere-not-on-diffe