In this episode, we sit down with Charl Bassil, Chief Brand Officer at the BBC, who shares his approach to brand stewardship and long-term growth. Charl emphasizes the importance of marketers adopting a 'farmer' mindset—cultivating assets for sustained value, rather than chasing quick wins like 'hunters.' He discusses the balance between risk and opportunity in marketing, and strategies for increasing organizational buy-in. A key highlight is his insight on building community through...

We sit down with Michael Katz, CEO of mParticle in this episode to explore the future of customer data management. Michael shares how the shift from integration to intelligence is reshaping marketing, highlighting, 1 - the critical importance of building a strong first-party data foundation in today's privacy-focused world, 2 - the transition from merely accessing data to executing effective strategies with it, 3 - leveraging AI with transparency to turn overwhelming data into actionable...

In this episode, we chat with Ben Amanna, CEO of Boxraw, a leading boxing apparel and equipment brand, that was featured in Creed 3. Ben shares how he's building an authentic lifestyle brand around boxing, with a vision to make Boxraw “the reason why the world got into boxing.” He discusses 1 - the importance of community and authenticity in brand building, 2 - community initiatives like Sprint Club and Sparring Club, and 3 - the role storytelling plays in brand building. If you're into...

We're joined by the CEO of Bespoke Beauty Brands, Stacey Tank in this episode. Founded by Toni Ko in 2019, Bespoke Beauty Brands, LLC is reshaping the landscape of affordable luxury beauty. The company blends its deep expertise in color cosmetics with the creative brilliance of artists like KimChi and Jason Wu, while embracing core values of creativity, inclusiveness, and self-acceptance. Stacey gives us a behind-the-scenes look at what has driven the company's success, particularly with the...

We are joined by Andrew Davies, CMO of Paddle in this episode. Paddle is a comprehensive payment infrastructure provider for SaaS companies, handling complex aspects like payments, taxes, and subscriptions. The company has achieved unicorn status with a $1.4 billion valuation and serves about 4,000 companies worldwide. Andrew discusses Paddle's approach to brand-led B2B marketing and how it's differentiating itself in the competitive SaaS market. He shares valuable insights into three key...

We are joined by Moritz Fuerste, Olympic Gold Medalist & Co-founder of Hyrox in this episode. Hyrox has carved out a new niche in sports termed "fitness racing," blending running with functional fitness to create a unique competitive platform for fitness enthusiasts. It is experiencing explosive growth in cities worldwide, with participation skyrocketing to over 210,000 athletes across 30 cities in the 2023/24 season and events selling out rapidly. He discusses the the strategic growth...

In this episode, we're joined by Jeremy Kanter, the CMO of Fever-Tree. Fever-Tree is a distinguished global brand known for its premium drink mixers & tonic waters, designed to complement the world’s finest spirits. Jeremy previously worked as the Marketing Director, of ‘Beers & Ciders’ at Diageo, and has been in this industry for 30 years. In our discussion, we explored: 1- How established companies approach innovation, 2- Signs that a category is ripe for disruption, and 3 - What...

In this episode, we’re joined by Tristan Pineiro, the SVP of Brand Marketing and Communications at Grindr. Tristan discusses how authenticity & truth have played a pivotal role in building Grindr's brand worldwide. He emphasizes that if you want your marketing efforts to be successful, understand and align the three brand truths - who you say you are, who people say you are, and who you really are. After a career built at some of the most notable brands in the world from Netflix to...

We’re joined by Dan Slagen, the CMO of Tomorrow.io in this episode. Tomorrow.io is a global weather intelligence company that has truly challenged and changed the way weather prediction operates ⛈️. Their lean marketing team of just 4 people has managed to build a powerful global brand around their service 🌎. How did they do this? 1- Storytelling, 2 - Leveraging media coverage, 3- Aligning tightly with sales, and 4- AI/automation. Throughout the conversation, Dan emphasizes the importance of...

In this episode, we’re joined by Andrew Garrihy, an experienced global CMO who has excelled in the highly competitive Chinese market. Andrew gives us a glimpse into the mindset and values that drive Chinese business culture. He shares valuable lessons on how to navigate hierarchies, earn respect, and prioritize collective wisdom over individual success. He also takes us through the "Chinese agile marketing" framework that allowed Huawei to rapidly launch 50 new products each year in various...

In this episode, we are joined by Jose Moreno, the Chief Marketing Officer of USA Pickleball. USA Pickleball has come a long way from being a small organization with only a handful of employees a few years ago, to now being at the forefront of the fastest-growing sport in America. Their goal? - to make pickleball accessible and inclusive for everyone. One of the key factors in their success is their emphasis on creating a strong community around the sport, not just focusing on the game...

We are joined by Dylan Jones, the CMO of Podium Nutrition in this episode. Podium has evolved from a small CrossFit supplement brand to an emerging lifestyle performance brand, with ambitions to become the leading nutrition brand for Olympic athletes by the 2028 Los Angeles Olympics. One of the key success factors to Podium’s unique brand personality is prioritizing lifestyle and entertaining content over traditional marketing. Furthermore, Dylan talks about the importance of meeting the...

In this episode, we are joined by Bryant Garvin, Head of Marketing & Growth 📈 at Ozlo Sleep. Bryan talks to us about his unconventional approach to marketing, which he calls "performance branding". Performance branding is when you capture attention and build brand affinity through content that’s entertaining & emotionally resonant, while strictly measuring and optimizing the distribution of the content for performance metrics. He emphasizes how having a strong, differentiated...

In this exciting episode, Ashley Boyce, CMO and co-founder of Noteworthy, takes us through their journey of building a perfume brand that dares to be different in the competitive $48bn fragrance category. Noteworthy is a challenger brand that’s empowering consumers to discover their unique signature scent using AI, moving beyond the traditional designer and celebrity endorsements. Ashley talks about the importance of creating products that not only meet a tangible need but also carry a deeper...

In this episode of Scratch, the Chief Brand Officer of Who Gives A Crap, Ronalee Zarate-Bayani, joins us to uncover exactly how Who Gives A Crap are taking on industry behemoths in the $31bn toilet paper segment and kicking a**! You’ve probably seen Who Gives a Crap, you know, the colourful wrapped toilet rolls that decorate your cool friend's toilet? Well, you’ll be surprised to hear that Who Gives a Crap is leading the charge when it comes to disrupting and dominating the $31bn toilet paper...

Hot on the heels of the partnership with Netflix for the series “Full Speed”, we’re joined by NASCAR’s CMO, Peter Jung. Peter discusses NASCARs transformative journey towards inclusivity, digital engagement, and category disruption. He sheds light on NASCAR's strategic initiatives, including their impactful viral marketing campaigns and a steadfast commitment to diversity and inclusion. Peter also unveils the significance of NASCAR's partnership with Netflix for the series "Full Speed,"...

In this episode of Scratch, the CMO of Calendly - Jessica Gilmartin joins us to discuss the evolution of the brand and its approach to building customer-centricity. Calendly, renowned for revolutionizing scheduling, attributes its success to a strong focus on customer needs and experiences. Jessica discusses how they incorporate customer insights into all aspects of their business operations and highlights Calendly's creative marketing processes and iterative testing strategies. She unveils...

In this week's episode of Scratch, the VP of Marketing at DuckDuckGo - Cristina Stanley, joins us for an enlightening discussion on the strategies that have helped DuckDuckGo take on industry giants like Google Chrome & Safari. DuckDuckGo is an independent alternative to Google that prioritizes online privacy and does not spy on their customers. Cristina’s transition from Coca-Cola to tech offers a unique perspective on marketing's role in driving growth and innovation. Being a challenger...

In this week’s episode, we take a deep dive into how to market like the best brands in the world and truly set yourself apart as a challenger brand. Distilling the knowledge of 65 episodes of Scratch and 100s of conversations we’ve had with the best CMO’s in the world from PepsiCo to P&G, Beavertown to Bloom & Wild, we decode the 10 core principles of how to market like the best challenger brands in the world. You'll hear from the likes of Gary Vee, Linda Boff, Rory Sutherland,...

In this episode, Eric is joined by Johnny McMahon, GM and chief Content Officer of World Chase Tag, who delves into the explosive growth of World Chase Tag driven by their high-energy content strategy showcased on platforms like TikTok and YouTube. Beyond content, Johnny explores the pillars behind WCT's success, from licensing to athlete engagement, and advocates for a broad global marketing approach. He envisions a future for WCT with live events, sports betting, and enhanced athlete...

In this episode, Eric sits down with Susan Allen, co-founder of Here We Flo, about their unique approach in the personal care market. They discuss the brand's emphasis on sustainable, natural products for period care and wellness, and its appeal to Gen Z through humour and inclusivity. Susan also touches on the brand's expansion into physical retail markets in the UK and US and the role of sustainability in their business model. This episode offers insights into developing a distinct brand...

In this episode of Scratch, Rory McEntee, Marketing Director of challenger fitness brand Gymbox, joins Eric for an engaging discussion on what it takes to cut through the noise as a marketer and have an outsized impact with your campaigns. Rory shares his passion for orchestrating unconventional campaigns that surprise audiences, taking risks that incumbents shy away from.

In this insightful episode, Eric sits down with Tom Davies, Marketing Head @ Yonder to delve into the world of creative marketing. They explore how a culture of creativity can be fostered within a team, the impact of innovative campaigns on business growth, and the importance of having the right marketing tools. They also reflect on some exemplary brand campaigns and share invaluable advice for both marketers and business leaders.

In the latest episode of Scratch, we engage in a riveting conversation with Tom Rainsford, the Marketing Director of Beavertown. Ranked among the 'Top 50 Creative Leaders' by Creative Review, Tom delves into Beavertown's inspiring journey, transitioning from a small-scale brewery to achieving an annual beer production of 5 million liters. He sheds light on the essence of genuine customer engagement, the intricacies of creative leadership, and his unique experiences as one of the founders of...