Award-winning storyteller and content strategist with 30+ years in the branded merch industry. Currently Chief Content Officer at commonsku, leading the company's education and content initiatives.
Hosts events like skucon (the flagship conference for 10 years) and skucamp (an executive retreat for industry leaders), and the skucast podcast (350+ episodes, featuring guests like Seth Godin and Ann Handley). Editor of two newsletters—The AI Promo Brief, the industry's definitive AI resource, and The Backpack, a trends newsletter. A recognized leader in AI for marketing and storytelling, with a recent PPAI Expo presentation "AI: Trends and Tools Every Pro Needs Now" that drew a standing-room-only crowd of 400+.
Beyond commonsku, creator and lead facilitator of the flagship B2B storytelling workshop for MarketingProfs, delivered to Fortune 500 marketing teams at companies like Insperity, SC Johnson, and Marketo/Adobe. Co-founder of PromoKitchen, a 501(c)(3) nonprofit focused on industry education and mentorship.
STORY
ARCHITECT
BOBBY LEHEW | bobby@bobbylehew.com | bobbylehew.com
Professional Summary
Speaking & Workshops
Enchanting Your Customers Through Story
MarketingProfs Partnership | 2020–Present
Conceived, architected, and delivered MarketingProfs' (a 600K+ member B2B marketing community) flagship B2B storytelling workshop—a comprehensive curriculum that transforms how marketing teams discover, shape, and sell stories internally and externally.
Original Methodologies Developed:
POV vs. Perspective Framework — Separates point of view (narrative stance) from perspective (whose experience shapes the story). Includes the POV Mapping Tool for identifying compelling narrators across the ecosystem.
Emotions and the Customer Journey — Tracking feelings across three phases: pre-purchase/trigger, implementation, and post-purchase. Identifies authentic story arcs in moments of frustration and transformation.
Whose Voices Haven't We Heard? — Addresses narrative blind spots by identifying underserved perspectives and untold stories within an organization's ecosystem.
Story Arc Discovery Protocol — AI-enhanced interview methodology for finding inciting incidents, building journeys, and capturing climax/resolution.
Authenticity Checklist — Practical tool for humanizing AI content by eliminating jargon, replacing superlatives, and testing narrative resonance.
Enterprise Clients:
$6.6BInsperity
$11BSC Johnson
$21BAdobe / Marketo
Leadership History
Chief Content Officer — commonsku
December 2016 – Present | Toronto, ON (Remote)
Lead all content and education initiatives for a cloud-based CRM and order management platform powering $1.8B+ in annual sales. Principal architect of the company's industry-leading event portfolio and content ecosystem.
NEWSLETTERS — EDITOR
The AI Promo Brief — 1,051 subscribers, 47% open rate. The industry’s definitive AI resource.
The Backpack — 890 subscribers, 48% open rate. Curated trends and inspiration.
AI INTEGRATION ACROSS ALL MEDIA
- Audio Production — AI-assisted podcast editing, transcription, and audio enhancement
- Video — AI tools for video editing, captioning, and repurposing long-form content
- Presentations & Deck Building — AI-powered slide creation, design assistance, and content structuring
- Writing — AI-assisted drafting, editing, research synthesis, and content optimization
- Newsletter Automation — AI workflows for content curation, personalization, and production efficiency
- Interview Tools — AI-assisted interview preparation, question generation, and post-interview synthesis
AI SPEAKING & EDUCATION
- Regular webinar host on AI innovation for branded merch businesses
- AI workshop facilitator teaching practical implementation strategies
- Began AI exploration with first interview of Paul Roetzer (Marketing AI Institute CEO) on skucast in 2021
SKUCAST PODCAST — HOST & PRODUCER
Host of skucast, designated the "#1 podcast for entrepreneurs in the print and branded merch industries." Over 350+ episodes featuring world-class innovators.
Notable Guests Interviewed:- Seth Godin — Marketing legend and author of 21 bestselling books.
- Ann Handley — Chief Content Officer at MarketingProfs; WSJ bestselling author.
- Davis Smith — Founder & CEO of Cotopaxi; B Corp pioneer.
- Eric Liedtke — Former Adidas Global Brand Manager; founder of Unless Collective.
- Michael Bungay Stanier — Author of "The Coaching Habit" (1.2M+ copies).
- Paul Roetzer — Founder & CEO of Marketing AI Institute.
- Kyla Scanlon — Coined "vibecession"; economic advisor for Gen Z.
- Dan Gingiss — Customer experience expert; author of "The Experience Maker."
- Jeremy Lott — President & CEO of SanMar ($3.9B revenue).
- Dan Pantano — CEO of alphabroder ($2B+ revenue).
SKUCON CONFERENCE — HOST AND EDUCATIONAL DIRECTOR
Host and Educational Director of the industry's premier conference. Responsible for all programming, speaker recruitment, and curriculum design.
- Held annually at the Frank Gehry-designed Keep Memory Alive Center in Las Vegas.
- Consistently sold-out since 2022; 2021 virtual event reached 1,100+ attendees.
- Created "skucon Stories" — signature format for raw, unpolished truth from unconventional voices.
SKUCAMP — HOST
Co-created an exclusive 3-day business planning boot camp for executive-level leaders. Responsible for speaker recruitment, curriculum development, and facilitation of strategic sessions.
Event Philosophy — "No vendor halls, no speed networking, no safe corporate presentations." Focused on radical transparency and peer learning.
Core Workshops & Panels:
- Operations, e-commerce, branding, team building, sales leadership, and sustainability.
- CEO panels featuring real numbers, actual failures, and current strategies.
Chief Branding Officer / CEO — ROBYN
July 1991 – December 2016 | Oklahoma City, OK
Built a branded products fulfillment company (from the ground up) to $10 million in revenue twice. Started in the warehouse and rose through every department to become CEO.
- Inc. 5000: Three consecutive years as fastest-growing private company.
- Multiple PPAI Pyramid Awards for technology and innovation.
Recognition
PPAI GOLDGold Pyramid Award: B2B Programs
PPAI GOLDGold Pyramid: Digital
PPAI SILVERSilver Pyramid: Technology
INC. MAGAZINEInc. 5000 List (3 years)
ASI TOP 50Best Places to Work (twice)
ADDYSilver Addy Award