Esther Dawson is the Global Brand & Content Lead at Breadcrumb, the construction-tech company redefining health and safety documentation. She joins the show to unpack her unconventional path from New Zealand to the UK and the realities of marketing in one of the world’s most traditional industries. She reveals what truly makes a brand stand out in 2025, from daring rebrands to striking the perfect balance between humour and credibility.

Tune in to this episode as we explore:

(00:34) Esther Dawson’s career shift and love for brand storytelling

(06:07) What journalists want: crafting stories that earn coverage

(09:51) Unique B2B marketing challenges in construction tech

(14:22) Building brand foundations that resonate and stand out

(21:56) Balancing global consistency with regional nuance

(24:09) How and where to use humour in B2B content

(33:36) Creating a creative marketing culture

(41:41) Quickfire: The tools, skills, and honest lessons shaping Esther Dawson’s career

Links mentioned in this episode:

Esther Dawson on LinkedIn

Breadcrumb

MKT1 Newsletter with Emily Kramer

Dear Marketers Podcast

John Thornton on LinkedIn