The Line Between Personalisation and Privacy - James Manderson, SVP, Global Customer Success

Marketers talk a lot about emotional resonance and personalisation. But the reality is: most of us are still figuring out how to do it without crossing a line. In this conversation, Joe speaks with James Manderson from Braze about the tension many marketers feel between relevance, respect, and privacy. They explore: Why 95% of marketers say crafting emotionally resonant messaging is hard The difference between “Hi {First Name}” and genuinely thoughtful personalisation How to use first-party data in a way that feels human, not extractive What trust looks like in practice — not theory Examples of brands who walk this line well This isn’t about sentimentality. It’s about treating people like people, at scale.