In this episode of The EX Conversation, Kaz sits down with Emily Esposito, Senior Sales Communications and Events Specialist at Boston Beer Company, to explore what it really takes to cut through the noise and support employees with clear, actionable communication. Drawing on her experience working closely with sales teams, Emily shares how Boston Beer Co rethought their approach to communication — and turned one of their least engaged audiences into one of their most engaged.
They unpack the difference between communication that gets seen and communication that actually works, why clarity matters more than frequency, and how aligning messaging to real-world use cases changes outcomes. Emily also shares the thinking behind Brew Hub — their intranet designed around frontline needs — and what it takes to drive meaningful adoption in fast-moving environments.
This episode is especially useful for internal comms and EX leaders trying to simplify complex messaging, reach distributed or deskless workers, and move beyond surface-level engagement metrics. If you’ve ever felt like your comms are being seen but not understood, this conversation will resonate.
🎧 Enjoy the episode and thanks for listening.
00:00 – 03:30 | From sales to internal comms
Emily shares her journey from sales into internal communications and the perspective that shaped her approach.
03:30 – 05:30 | Spotting the communication gap
Why sales teams struggled with existing materials — and the need for clearer, more practical communication.
05:30 – 08:30 | Building Brew Hub around user needs
How Boston Beer Co gathered feedback, tested ideas, and designed an intranet that sales teams would actually use.
08:30 – 11:30 | Driving adoption with leadership and creativity
Using senior leaders and a creative launch approach to build awareness and momentum.
11:30 – 13:30 | Turning low adopters into high adopters
How a deliberate rollout led to strong adoption across sales and the wider organization.
13:30 – 15:30 | Why clarity matters more than over-communication
The risk of overwhelming employees and why clear, targeted messaging is more effective.
15:30 – 18:30 | Adapting communication for different audiences
Why a one-size-fits-all approach doesn’t work — and how messaging shifts between teams.
18:30 – 20:30 | Measuring what actually matters
Using execution, feedback, and real-world outcomes to validate whether comms are working.
20:30 – 21:45 | Communicating in fast-moving environments
How to maintain clarity when priorities, products, and messaging are constantly evolving.
21:45 – 23:30 | Flexibility, testing, and learning what works
The importance of adapting and iterating rather than trying to perfect comms upfront.
23:30 – 25:00 | Engagement vs comprehension
Why high engagement doesn’t necessarily mean people understand the message.
25:00 – 26:45 | What to leave behind in internal comms
Why relying on surface-level metrics can hold teams back.
26:45 – 28:30 | Reaching deskless and distributed workers
Different approaches needed to communicate across varied roles and environments.
28:30 – 30:00 | Lessons from 11 years at Boston Beer
Emily reflects on what she wishes she’d known earlier in her career.
About The EX Conversation
The EX Conversation is a podcast series from Unily that brings together employee experience, internal communications, and digital workplace leaders from across industries.
Each episode features an open, practical conversation with people on the frontlines of EX: sharing what’s working, what’s hard, and how they’re navigating complexity in real time. No hype. No scripts. Just honest perspectives and hard-won insight to help EX leaders learn from each other and move the workplace forward.