Scale of One to Tech

Very few of us wake up excited to buy insurance, so how do you cut through in a market awash with apathy? It’s that unique challenge that’s so rewarding to Laura Woodhead and Sam Knott.

As Urban Jungle’s Marketing Director & Marshmallow’s VP of Marketing respectively, we hear from Laura & Sam how they found vision and purpose in InsureTech and their lessons from key failures.

We also dive into the ‘unnecessary nonsense’ in our industry’s hiring processes, plus the power of embracing new channels.

This episode covers:

• The challenge of attracting interest in an inherently ‘unsexy’ industry
• How the cost of living crisis and Covid have affected marketing strategies
• Sam & Laura’s biggest mis-steps and learnings throughout their careers
• Key frustrations and ‘unnecessary nonsense’ within the hiring process
• Why we shouldn’t write off new marketing channels as fads

This month's episode is sponsored by WeDiscover. WeDiscover has supported high growth companies like carwow, Thread, fi, and many more. As specialists in paid search and marketing technology, WeDiscover aims to be the most consistent source of growth for their clients. If you're a scale up with multi million pound growth targets, or an already big and successful company looking to invest smarter, our friends at WeDiscover we'll make a great extension to your team. You can click the link in the show notes or go to https://www.we-discover.com/.

The new year demands a new approach to marketing in 2023, and one of the most hotly contested industries right now is FinTech, particularly in the B2C space.

Among the CMOs bringing their exciting services to life are Amabel Polglase (HyperJar, formerly at Facebook), Alessandro Onano (Tymit, formerly at Moneyfarm) and Abba Newbery (CIRCA5000, formerly at Habito).

We hear from these remarkable marketing leaders as they take us through their brands’ marketing strategies despite consumers’ lower disposable incomes, whether BCorp helps with consumer marketing, and fundraising millions amid the economic downturn.

This episode covers

• The biggest changes to marketing strategies in 2022, and how it’ll inform the year ahead
• New approaches since iOS 14’s effect on data collection
• How becoming a CMO demands new skillsets of marketing professionals
• Focusing on hiring for personality and attitude over raw talent
• 2023’s greatest challenges and ambitions

This month's episode is sponsored by WeDiscover. WeDiscover has supported high growth companies like carwow, Thread, fi, and many more. As specialists in paid search and marketing technology, WeDiscover aims to be the most consistent source of growth for their clients. If you're a scale up with multi million pound growth targets, or an already big and successful company looking to invest smarter, our friends at WeDiscover we'll make a great extension to your team. You can click the link in the show notes or go to https://www.we-discover.com/.

Everyone has experiences with health, therefore successfully navigating the sector opens up a huge potential for businesses utilising the latest in Health Tech.

Flo Health have grown from a period tracker to becoming an essential female health partner, and PillSorted are driving digital accessibility to pharmacy services, both driven by exciting advancements in the space.

Nick Lisher & Chris Rushe join us on this month’s Scale of One to Tech to break down the unique challenges in the sector, and how their committed marketing teams make waves in the most important industry in the world.

This episode covers

• The compelling appeal of the Health Tech sector
• Strategies to convey unique propositions to cut through the noise
• Key hurdles appearing within Health Tech in the near-future
• Hiring eager, intrinsically driven marketeers to solve health challenges

This month's episode is sponsored by WeDiscover. WeDiscover has supported high growth companies like carwow, Thread, fi, and many more. As specialists in paid search and marketing technology, WeDiscover aims to be the most consistent source of growth for their clients. If you're a scale up with multi million pound growth targets, or an already big and successful company looking to invest smarter, our friends at WeDiscover we'll make a great extension to your team. You can click the link in the show notes or go to https://www.we-discover.com/.

Covid exposed every child to a new, technologically fueled world of learning by necessity. With so many players in EdTech, how can you cut through to more customers, and keep them for longer?

We’re joined this month on the podcast by VP, Marketing at Multiverse Rachael Beckett, and returning guest James Hamlin, once CMO at Tutorful and now Fractional CMO & Consultant. 

Rachael and James dive deep on the foray into new channels, the pain points they’re solving, how to cut through the noise, and staying ahead of a widespread wavering in consumer confidence.

This episode covers

• How Multiverse have tackled the highly degree-led US market
• Transferrable experiences from different sectors, and how they inform current marketing approaches
• Embracing new channels to dial into increasingly tech-savvy consumers
• How to boost lifetime value in the face of declining consumer confidence

This month's episode is sponsored by WeDiscover. WeDiscover has supported high growth companies like carwow, Thread, fi, and many more. As specialists in paid search and marketing technology, WeDiscover aims to be the most consistent source of growth for their clients. If you're a scale up with multi million pound growth targets, or an already big and successful company looking to invest smarter, our friends at WeDiscover we'll make a great extension to your team. You can click the link in the show notes or go to https://www.we-discover.com/.

Welcome back to the Scale of One to Tech podcast, returning for a stellar series 2!

Kicking things off strong with a focus on the D2C world, we’re joined by three fantastic CMOs - HelloFresh’s Luis Lacerda, Finisterre’s Franky Athill and Bella & Duke’s Tushar Kaul.

In this premiere of the new series, find out what distinguishes communities from an audience, why attribution should be your #1 priority, the secrets to efficient performance marketing in the face of waning consumer confidence, and much more…

This episode covers

• Staying competitive through economic turbulence and downturns in consumer confidence
• Why community building is vital, and distinctions between community and audience
• Paying attention to US markets as a testbed
• Increasing efficiency and effectiveness of performance marketing
• Importance of a strong attribution model

This month's episode is sponsored by WeDiscover. WeDiscover has supported high growth companies like carwow, Thread, fi, and many more. As specialists in paid search and marketing technology, WeDiscover aims to be the most consistent source of growth for their clients. If you're a scale up with multi million pound growth targets, or an already big and successful company looking to invest smarter, our friends at WeDiscover we'll make a great extension to your team. You can click the link in the show notes or go to https://www.we-discover.com/.

Links and references at: https://www.acquiredigitaltalent.com/
Get in touch: [email protected]

Mindful Chef is a healthy food subscription revered as the UK’s top healthy recipe box, an accolade achieved through fostering innovation rather than obeying tradition…

Bringing his marketing experience from Betfair and M&C Saatchi, Co-Founder & CMO at Mindful Chef Giles Humphries joins us for a dive into adapting channel mixes to reach new audiences, creating laser-focused branding, and why you should break the ‘business by textbooks’ approach.

This episode covers

• Advice for bringing hungry, driven talent into your business
• Why it’s often worth valuing innovation over tradition
• Shifting channels as your target demographic grows
• The simplicity of messaging that’ll be a key challenge for CMOs

This month's episode is sponsored by WeDiscover, a Paid Search Agency who combine world-class Marketers with innovative Engineers and Data Scientists to deliver incredible, measurable results for our clients. Learn more: https://www.we-discover.com/

Links and references at: https://www.acquiredigitaltalent.com/
Get in touch: [email protected]

You’d be lucky to acquire the experience of joining one unicorn in your marketing career, but between Deliveroo and Depop, Yoann Pavy has the lessons from two of the largest.

Now taking his expertise to an innovative FinTech startup in the form of Nude, Yoann joins Alex on the Scale of One to Tech podcast to demystify network effects, and the overused buzzword of ‘growth marketing’. 

We also hear the challenges coming from creating content more native to new platforms, how business size affects the skillset you need as a marketing leader, and much more!

This episode covers

• Yoann’s experience at two unicorn startups, with roles at Deliveroo and Depop before their most prolific years
• The role of marketing in a business’ overall efforts to highly focus their product/service
• Nude’s achievements to date, and their success on Apple’s App Store
• Network effects, and using a product-led approach to convert customers into advocates
• The challenge of being more native when creating content for specific channels & platforms

This month's episode is sponsored by WeDiscover. WeDiscover has supported high growth companies like carwow, Thread, fi, and many more. As specialists in paid search and marketing technology, WeDiscover aims to be the most consistent source of growth for their clients. If you're a scale up with multi million pound growth targets, or an already big and successful company looking to invest smarter, our friends at WeDiscover we'll make a great extension to your team. You can click the link in the show notes or go to https://www.we-discover.com/.

Links and references at: https://www.acquiredigitaltalent.com/
Get in touch: [email protected]

Being a successful CMO takes a determined individual with a great skill set, but there’s much more to learn from those who do so alongside being a Co-Founder…

The resilience that Alex Latham has shown is exhibited marvellously in Chip, one of the UK’s fastest growing FinTech startups with a huge customer base of over 200,000 users. 

In this month’s Scale of One to Tech, we learn the resilience and collaboration that makes an admirable Co-Founder, the product-focused approach we’re yet to see from many CMOs, and how to create content that stands head and shoulders above the rest of an increasingly competitive FinTech market.

This episode covers

• Key qualities of a CMO, and what to look for in a great Co-Founder
• Chip’s remarkable crowdfunding campaigns, raising over £30m
• Standing out in an increasingly competitive FinTech market through innovative content
• The difficulties that shaped Alex & Chip, and proved their commitment to customer experience

This month's episode is sponsored by WeDiscover. WeDiscover has supported high growth companies like carwow, Thread, fi, and many more. As specialists in paid search and marketing technology, WeDiscover aims to be the most consistent source of growth for their clients. If you're a scale up with multi million pound growth targets, or an already big and successful company looking to invest smarter, our friends at WeDiscover we'll make a great extension to your team. You can click the link in the show notes or go to https://www.we-discover.com/.

Links and references at: https://www.acquiredigitaltalent.com/
Get in touch: [email protected]

Today Spotify has over 180 million premium subscribers, but at the start of Nikki Lambert’s tenure, that number was just 200k. 

Having been involved in its meteoric expansion into dozens of new territories, it’s clear that Nikki’s marketing focus promises a bright future for Popsa, where she’s now CMO.

Nikki joins Alex Marriner on this episode of Scale of One to Tech to share how she uses data to tell stories, the immeasurable value that a passionate leader can bring to a team, and how Popsa overcomes the challenges of longer lead times.

This episode covers

• Nikki’s illustrious and eventful career, through Virgin, Spotify, and MelodyVR/Napster
• How to use data to tell meaningful stories, particularly with Nikki’s involvement with the first ‘Spotify Wrapped’
• Opportunities presented by Covid to engage less tech-adept users with Popsa’s easy interface
• Overcoming the challenge of attracting consumers to services with longer lead times

Topic Segments:

1:35 - Nikki’s Answers to the Quickfire Questions

4:35 - Experience at Virgin

10:50 - Joining Spotify’s Exceptional Growth

20:20 - Shifting Focus at MelodyVR

26:50 - Insights from Nikki’s Current CMO Role at Popsa

41:30 - Creation of Spotify Wrapped & Regional Work

51:20 - Top Leadership Traits & CMO Challenges Ahead

This episode of Scale of One to Tech is sponsored by eOpinion, who are on a mission to change the face of the survey industry by captivating and entertaining your users and customers. They use 30 seconds speedy polls to create interesting stories, actionable insights and increase engagement. Get a half price Speedy Poll at https://eopinion.org/alex/.

Links and references at: https://www.acquiredigitaltalent.com/
Get in touch: [email protected]

Any entrepreneur needs to be somewhat adept in marketing and, having been CMO at Quidco, Chris Hutchings is taking these learnings forward into his latest venture - eOpinion.

Across the numerous, varied experiences Chris has been through en route to becoming a Founder, he’s learned the keys to cutting through to the forefront of the survey space.

In this month’s Scale of One to Tech, Chris shares how he shapes his approach to polls for maximum engagement, his focus on long-term success, and when to work hard vs when to work smart.

This episode covers:

• Takeaways from Chris’ CMO experience at Quidco
• The survey experience that influenced the start of eOpinion
• Chris’ biggest career challenges and turning points
• How authenticity is essential in modern marketing
• Advantages of an external network, such as our own ‘CMO & Marketing Director Forum’

This episode of Scale of One to Tech is sponsored by eOpinion, and Chris has a very special offer for our listeners: not only can you get a half price Speedy Poll at https://eopinion.org/alex/, but the first to sign up will get it completely free!

Links and references at: https://www.acquiredigitaltalent.com/
Get in touch: [email protected]