In this episode, Martin reflects on his diverse career, spanning from 15 years at PepsiCo, 9 years in private equity as CEO of Iglo (Birdseye in the UK) and United Biscuits followed by a jump to the FA as CEO in 2015. Following this, Martin transitioned to a non-executive career, being appointed as chairman at the Football Foundation, the Professional Game Match Officials Limited (PGMOL) and Britain’s biggest wine producer, Chapel Down. Martin discusses the importance of uniting employees with purpose and reflects on his leadership journey, sharing his key learnings that shaped his career. From his time at United Biscuits, Martin identifies that it takes courage to view culture as an opportunity, to not delegate it to HR teams, and to champion it as a leader. Martin talks about moving to take on leadership of The FA as his “midlife crisis”, where he was responsible for appointing Gareth Southgate, championing culture change and highlighting what it means to wear the England shirt. He cites cultural transformation as one of the reasons that England is now seen as a contender in international tournaments and shares his insight on the growth of women’s football and the rise of development squads at St Georges Park. Given the breadth of Martins professional experience, this podcast episode is packed with insight, humour and solid lessons for anyone wanting to implement change. Chapters 00:00:00-Welcome to Episode 4 00:01:32-Introduction to Martin’s career 00:04:59-Reflection on the culture at PepsiCo 00:10:53-Leadership & culture evolution from PepsiCo to private equity at Birdseye 00:18:46-‘It takes courage to prioritise culture and to see it as an opportunity’ 00:22:00-Move to United Biscuits, restoring pride and unlocking the potential of culture 00:29:33-Joining the FA, re-affirming purpose & what it means to play for England 00:46:22-Prioritising development squads at St Georges park and the Lionesses 00:53:07-The growth of women’s football 00:57:17-Life as a chairperson on the board of the Football Foundation, PGMOL, Chapel Down and Froneri 01:05:08-Martin's career as a song