Welcome to Coworking, a recurring feature in The Download where we highlight some of the folks working in the business of podcasting. If you’d like to toss your hat in the ring and answer some questions, here’s the form to submit! Today I’d like to spotlight Cassandra Faulding, Marketing Director and Producer at Wellness Loud.
What’s a moment in your career that shaped how you approach podcasting?
Building out a set for My Favorite Murder at Microsoft Theatre and experiencing the deep connection built between hosts and their listeners.
What’s a piece of advice you’d give someone looking to break into the business side of podcasting?
While many frameworks and SOPs from other related industries may carry over, podcasting is its own beast. There’s so much unwritten and left to be explored, so you can really make your world what you want it to be. No idea is too crazy.
What’s the hardest part of scaling podcast ad operations?
Brands want fast and big numbers, whereas success in advertising with podcasting comes from brand recognition over time and consistency. Nothing major will happen from one ad, and many brands aren’t willing to risk a 3 month trial.
How do you ensure seamless ad delivery across different platforms?
Quality checking – you can’t rely on AI alone. There HAS to be a human element in your workflow.
What’s an industry-wide inefficiency that you think needs solving?
Many hosts don’t have an understanding of the production process, and I think if they were more involved and aware going into podcasting, it would help the overall flow.
What’s a tool or software you couldn’t live without for operations?
Monday.com, Descript, Google Sheets. Keep it simple – you’ll shoot yourself in the foot overthinking this. Everyone works differently, so listen to your own brain and find a process that works for you.
What’s the most important leadership lesson you’ve learned in podcasting?
There are no rules. Build a flow that works for you and your team, and treat your team as humans – not robots. Humans are the ones with the creativity, use AI for additional help but never rely on it to get your job done for you.
You can get in touch with Cassandra here on LinkedIn, and visit Wellness Loud here.
