Global Marketing Leader

In the UK, Premier Inn has 93% unprompted awareness. In Germany, it had under 10%, while growing from six hotels to more than sixty in five years.

My guest Tamara Strauss led that journey as Customer Director at Premier Inn. She has spent 25 years in travel, hospitality and retail, with senior roles at Hilton, IHG, Royal Caribbean and easyJet Holidays.

We talk about what changes when a brand crosses borders, and what must never change. Tamara explains why falling sleep scores led to an 18-month redesign of 65,000 beds, how two minutes off a room's cleaning time saves millions, and why she asked to have "marketing" taken out of her job title.

If you lead marketing across more than one market, this one is for you.

What you'll learn

- Introduce, don't reassure: why the job in Germany was introduction, not reassurance

- Freedom within a framework: protect the hero elements, let local teams adapt the rest

- Bring local teams in early, before the strategy is finished

- Marketing should shape the product: the 18-month bed redesign

- Find the metric that runs the business: the sleep score, and 75% retention

- It's not marketing, it's customer

Chapters

00:00 Cold open

00:44 Intro

01:20 Welcome: meet Tamara Strauss

03:40 From a Tesco graduate offer to a career in hospitality

06:45 Premier Inn: the brand the UK knows by heart

10:51 Taking a UK icon to Germany and the Middle East

14:45 Leading international teams: listen, involve, empower

17:10 Marketing that shapes the product: redesigning 65,000 beds

27:26 The sleep score: one metric that runs the business

30:38 Designing rooms for the customer, the cleaner and the CFO

34:43 Leading across cultures

38:14 It's not marketing, it's customer

40:25 Quick-fire round

44:35 Wrap-up

47:08 Outro

Links

Tamara Strauss on LinkedIn: https://www.linkedin.com/in/tamara-strauss/

The CMO Coach: https://cmocoach.co

The Global Marketing Leader is hosted by Andrew Garrihy, Global CMO & Founder, The CMO Coach.

Welcome to the Global Marketing Leaders podcast.

In this episode, host Andrew Garrihy sits down with Andrew Wynd, a seasoned international marketing expert with over 20 years’ experience at companies like Samsung, OMD, PepsiCo, and Just Eat Takeaway. Together, they unravel the complexities of maximizing marketing investments, translating creative marketing initiatives into boardroom-ready strategies, and fostering effective collaboration between marketing and finance. Andrew Wynd shares invaluable lessons from leading global media campaigns, advocating for a balanced mix of attribution tools and emphasizing the importance of crafting a “common currency” for effectiveness across diverse markets.

The conversation digs deep into the challenges of centralization versus localization, the evolving role of AI and MMM in marketing, and the crucial balance between performance and brand marketing. Listeners will discover actionable advice on agency management, cultural leadership, and navigating career transitions, all illustrated with real-world examples and engaging anecdotes from Andrew Wynd’s international career.

Timestamps:

00:00 Introduction

06:21 Learning the power of finance language

09:30 Discussing the resurgence of MMM

11:30 Debating in-house vs external hiring

17:10 Managing localized media strategies

19:31 Testing strategies in different markets

22:48 Discussing AI's impact on marketing

25:16 Managing marketing effectiveness at Just Eat

29:26 Discussing predictive modeling limits

32:32 Importance of agency contracts

34:56 Discussing agency audits and controls

40:39 Exploring career opportunities

41:20 Taking control of career steps

45:29 Delegating tasks effectively

47:57 Closing remarks and gratitude

Guest links:
https://www.linkedin.com/in/andrewwynd/

Video Production & Editing: PodLab

https://www.podlab.agency/

Ready to transform your marketing leadership approach? Tune in to gain actionable insights, practical frameworks, and expert wisdom. Don’t forget to subscribe for more candid conversations with top marketing leaders and share this episode with your network to keep the dialogue going!

#GlobalMarketingLeaders #AndrewGarrihy #GlobalMarketing #AndrewWynd #MarketingLeadership #MediaEffectiveness #MarketingStrategy #MarketingEffectiveness #InternationalMarketing #MarketingPodcast #MarketingInvestment #BrandMarketing #DigitalMarketing #MarketingMeasurement #MMM #MarketingLeadershipPodcast #AgencyManagement #MarketingTrends

Welcome to the Global Marketing Leaders podcast. 

In this episode, host Andrew Garrihy sits down with Rahul Jain, founder and CEO of Wyzard AI, to explore the dynamic intersection of technology and marketing in today’s fast-evolving landscape. Together, they unpack the challenges modern CMOs face, like tool overload, declining channel conversion rates, and the intricacies of aligning marketing and tech teams globally. With real-world insights from Rahul’s transition from CTO to AI entrepreneur, the conversation covers actionable strategies for leveraging AI, embracing client-centric value engineering, and cutting through complexity for tangible outcomes.

Whether discussing the differences between B2B and B2C marketing, the importance of data security and compliance, or practical tips for choosing the right Martech tools, this episode is packed with practical wisdom. Discover how top marketing leaders are simplifying tech stacks, building high-impact relationships with CTOs, and prioritizing customer value at every touchpoint. Learn why a shift from activity-based to outcome-based systems is reshaping the future of marketing success.

Timestamps:
00:00 Introduction
03:24 Global Business Insights and Experience
07:44 Tool Overload and Team Struggles
12:28 Global Market Insights and Dynamics
14:27 Value Engineering for Success
18:16 Optimizing Workflows with Technology
21:22 Streamline Work, Simplify Tools
24:50 Strategies Over Tools for Outcomes
30:24 Key Data Deletion Questions
34:43 Alignment Reduces CXO Friction
35:47 Balancing Compliance and Growth
40:57 Modern Communication Challenges
43:34 Building Adaptive Buyer Platforms
47:37 AI Transforming B2B Marketing
50:41 Outcome-Based Marketing Automation
54:01 Technology and Marketing Collaboration
55:11 Gratitude for the Podcast Invite

Guest links:
https://www.linkedin.com/in/rahuljain11/

Video Production & Editing: PodLab
https://www.podlab.agency/

Ready to future-proof your marketing leadership and unlock real outcomes with AI? Tune in to this episode, subscribe for more global insights, and share it with fellow marketing leaders eager to bridge the gap between tech and customer value!

#GlobalMarketingLeaders #AndrewGarrihy #GlobalMarketing #Rahul Jain #MarketingAndTech #AIinMarketing #LLMTechnology #MarketingLeadership #B2BMarketing #TechAndMarketing #CustomerValue #MarketingTools #CTOPerspective #WyzardAI #InternationalMarketing #DataSecurity #ValueEngineering #OutcomeBasedMarketing

Welcome to the Global Marketing Leaders podcast. 

In this episode, host Andrew Garrihy sits down with international marketing veteran Noam Buchalter to unpack the realities of leading global marketing teams. Together, they explore the challenges of structuring international organizations, from balancing HQ, regional, and local responsibilities to fostering genuine partnership and mutual respect across cultures and markets.

Noam shares rich stories from his career at Unilever and Kimberly Clark, diving into practical lessons on driving innovation under constraint and the power of people-centric leadership, especially in times of crisis. His experiences, including the Marmite brand refresh and leading through the Ukraine crisis, offer inspiration and actionable advice on everything from cross-market collaboration to building high performing, cared-for teams.

Timestamps:

00:00 Introduction

05:01 Marketing Fundamentals and Leadership Care

08:37 Navigating a Unique Global Role

13:01 Balanced Innovation Strategy Delivers Growth

16:46 Adapting to Market Diversity

18:23 Navigating Market Challenges Together

23:07 Adapting Brand Strategies Globally

26:16 Collaborative Search for Truth

28:57 Building Partnerships Through Intent

33:38 Marmite's Growth Challenges

34:27 Unleashing Marmite's Brand Potential

39:25 Driving Growth Through Penetration

40:44 Unilever's Entrepreneurial Business Unit

46:17 Leading with Genuine Care

48:33 Deliver Diapers to Babies

50:36 Leadership During Crisis: Diapers Delivered

56:00 Insights on International Leadership Challenges

57:14 Leadership and Growth in Marketing

Guest links:
https://www.linkedin.com/in/noam-buchalter/

Video Production & Editing: PodLab

https://www.podlab.agency/

If you’re an ambitious marketer looking to step up your international leadership skills, this episode is packed with wisdom. Tune in for insights that will help you lead across borders with confidence, clarity, and heart. If you enjoyed the episode, be sure to subscribe and share it with fellow marketing leaders looking to grow internationally.

#GlobalMarketingLeaders #AndrewGarrihy #GlobalMarketing #MarketingLeadership #InternationalMarketing #BrandStrategy #MarketingInnovation #FMCGMarketing #LeadershipTips #MarketingPodcast #MarketingCareers #BusinessGrowth #LeadershipDevelopment #MarketingAdvice #BrandBuilding #TeamPerformance #MarketingInsights #NoamBuchalter

Welcome to the very first episode of the Global Marketing Leaders podcast.
 
In this episode, host Andrew Garrihy welcomes international marketing leader Ivo van den Brand to share his career journey, from his PR roots to becoming the Global CMO at Too Good To Go. Ivo van den Brand dives into his unconventional path, highlighting the diverse experiences he’s packed into his “backpack,” and reveals the fascinating mission behind Too Good To Go’s fight against food waste across 17 countries and 125 million users.

The conversation explores Ivo’s people-centered leadership style, emphasizing authenticity, vulnerability, and radical transparency, even during transformative, high-pressure moments in scale-ups. He shares valuable insights on resilience, building strong teams, and maintaining a responsible mindset (plus some honest talk about overcoming imposter syndrome). Practical advice abounds for aspiring CMOs on becoming business leaders who excel far beyond just marketing expertise.

Timestamps:
00:00 Introduction
09:57 Leadership and Constant Recalibration
12:32 Leadership Insights with Ivo
20:09 Embrace Emotion, Listen, Adapt
25:12 Leadership, Teams, and Priorities
28:53 Collaborative Marketing Role Dynamics
33:57 Daughter Anchors Morning Routine
39:25 Finding Meaning Through Adversity
45:22 Growth Through Reflective Mindset
51:05 Fostering Openness and Vulnerability
57:14 Modern Marketing: Beyond Advertising
01:02:11 Balancing Work and Networking
01:04:56 Shane Parish Podcast Highlights

Guest links:
https://www.linkedin.com/in/ivovandenbrand/

Don’t miss the powerful lessons and real stories in this first episode of the Global Marketing Leaders podcast! Whether you’re climbing the global marketing ladder or leading through change, tune in for inspiration and actionable takeaways that will add value to your own leadership “backpack.” If you enjoyed the episode, be sure to subscribe and share it with fellow marketing leaders looking to grow internationally.

#GlobalMarketingLeaders #AndrewGarrihy #IvovandenBrand #MarketingLeadership #CMOInsights #InternationalMarketing #LeadershipPodcast #TooGoodToGo #CareerGrowth #BusinessTransformation #MarketingStrategy #GlobalBusiness #LeadershipDevelopment #ScaleUpJourney #MarketingTips #DigitalMarketing #MarketingCareers #LeadershipLessons

Global Marketing Leader is the podcast for ambitious marketers who want to rise, lead, and win on an international stage.

Hosted by Andrew Garrihy, former Global CMO and founder of The CMO Coach, the show brings you inside the minds of the world’s top marketing executives. Those building brands, cultures, and teams that thrive across borders.

Each episode features real, unfiltered conversations with global CMOs, brand builders, and transformation leaders. You’ll hear the human side of leadership:

- the big decisions and the messy ones,
- the moments of doubt and resilience,
- the cultural challenges of running teams across continents,

and the strategies behind scaling brands to millions of users worldwide.

From navigating hyper-growth environments and reinventing marketing functions to mastering cross-functional leadership, personal resilience, and the psychology of high-performance teams, this is where global leaders share what actually works.

Whether you’re a current marketing leader, an aspiring CMO, or simply passionate about world-class marketing and leadership, this podcast gives you the playbook, the mindset, and the lived experiences you won’t find in any textbook.

Grow as a leader. Lead with clarity. Build a global impact.