Cristiano Winckler, Director of Digital Operations at Somebody Digital, joins E-Coffee with Experts with our host Ranmay Rath to discuss how AI is changing digital marketing, agency workflows, and the way brands earn trust.

Drawing on more than 25 years in digital marketing, Cristiano explains why AI should augment teams rather than replace them, how to map a workflow before choosing tools, and where human understanding still matters most. The conversation also covers the growing need for technical skills, the relationship between SEO and paid media, and why healthcare brands must build trust across their full digital footprint, including content, reviews, social media, Reddit, and third-party publications.

Cristiano shares practical advice on showing authorship, turning expert conversations into useful content, responding to negative reviews, testing new channels, and building demand before a buyer searches. He also explains why the next generation of marketers needs broad digital knowledge, technical curiosity, and practical AI fluency. If you want a grounded view of AI adoption, full-funnel strategy, E-E-A-T, healthcare marketing, and modern digital leadership, this conversation is a useful place to start.

You will also hear why agencies need to keep testing and adapting, how a technical foundation helps marketers explain change to clients, and why a brand’s reputation is shaped by what people find across the wider web.

Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings

In this episode, we discuss:

00:00 - 01:32: Introduction

01:32 - 04:08: Cristiano’s digital marketing journey and Somebody Digital

04:08 - 04:34: How Google search changed before the AI era

04:34 - 06:36: Brazil, the UK, and different marketing cultures

06:36 - 09:10: Why technical foundations matter for digital marketers

09:10 - 12:19: How Somebody Digital stays adaptable

12:19 - 17:02: Using AI without replacing human judgment

17:02 - 19:08: Brighton SEO, PPC, and agency AI lessons

19:08 - 22:30: How healthcare brands build trust across the funnel

22:30 - 28:51: E-E-A-T, expert authorship, and social proof

28:51 - 32:40: Winning before the search begins

32:40 - 34:27: Advice for the next generation of marketers

34:27 - 36:35: Rapid fire

36:35 - 36:42: Closing thoughts

 Connect with Cristiano Winckler

 https://www.linkedin.com/in/cristianowinckler/

 somebodydigital.com

 FOLLOW US

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LinkedIn: https://www.linkedin.com/company/digital-web-solutions./