Scratch: CMO Interviews

In this insightful podcast, join us as we delve into the world of sustainable growth and quick commerce with Diego-Tarek de Aristegui. Explore the challenges and opportunities associated with transitioning people's buying habits from brick-and-mortar to online commerce, and learn why business acumen and data visualization have become essential skills for marketers in this rapidly evolving landscape.

Diego shares invaluable insights on the importance of quality and customer experience, as well as the importance of establishing a purpose-driven company for long-term success. Learn how to distinguish your brand, strike a balance between short-term and long-term metrics, and avoid the creation of deal addicts through excessive promotions.

Throughout the conversation, we talk about how sustainable growth varies based on your place in the market. Don't miss this captivating discussion that will inspire you to think differently and drive meaningful impact in the marketing industry.

Scratch is a production of Rival 🚀, a marketing innovation consultancy that develops strategies and capabilities to help businesses grow faster. Scratch is 🎙️ Hosted by Eric Fulwiler, and he’s joined Diego-Tarek de Aristegui.

Find Rival online at www.wearerival.com, LinkedIn 💼 , Twitter 🐦. 

Watch the video version 🎥  of this Podcast on YouTube .

Find Eric on LinkedIn 🌐 and tweet him @efulwiler 🐦 . 

Say hi at [email protected], we’d love to hear from you 😊 .

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In this exciting episode, we welcome Sophie Collins, an accomplished marketing leader and CMO at MPB, the world's top platform for reselling camera gear. With her extensive experience as VP of digital for DAZN and a decade-long stint as Managing Director of performance marketing for Neo @ Ogilvy, Sophie shares her insights on how marketing can drive positive change and how businesses can start with an authentic ‘purpose’. She provides valuable advice to marketers who are passionate about making a difference, regardless of their leadership positions. 

(00:48) Icebreaker - tell us about a challenger brand you really love

(03:50) Intro to MPB 

(08:05)  Where do you start with developing an authentic practical purpose for your brand  

(12:09) How closely does authenticity and commercial purpose have to be in your mind? 

(13:50) How does someone who isn’t CMO have an impact? 

(20:50)  How do you think about marketing in having a positive impact in the world  

(24:20)  What organisations and places should  marketers look at to get more into the world of sustainability 

(26:50) One thing (or two) things people should do differently after they listen to this 

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Sophie Collins CMO of MPB.  

👉Want to join Rival AMP? Join us here.

Mentioned in the show:

Flo 

Riley 

Circular Economy Network, Recurate, mentioned in ZAG 50

Conscious advertising network 

Breaking barriers 

Creatives for Climate

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Watch the video version of this Podcast on YouTube.

Find Eric on LinkedIn and tweet him @efulwiler. 

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In this week's episode, we are joined by Kate McCutchen, the CMO of Seedrs  and Global Head of Marketing for Republic Retail. As Republic looks to revolutionise the way ordinary individuals can invest in the best startups and VC funds, Kate is leading the charge with their marketing. Drawing on over 15 years of experience at Apple, Samsung, Amazon Fresh, Square and Away, she has a wealth of insight and experience in what it takes to grow a business in a new market and capture lightning in a bottle, at scale. It was such a masterclass for marketers who are trying to deliver growth at a global level. 

Amongst other things, we discussed:

• Why she thinks paint brands like Coat are incredible challengers in a redundant space 
• How to launch businesses like Square, Amazon Fresh and Republic into new markets successfully  
• The one mindset modern marketers need to have in order to capture the viral moments 

Mentioned in the show: 

💻 Republic website

🎨Coat paints 

🍺Union DC website 

⚡️Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Kate McCutchen of Seedrs. 

👉Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

👀Watch the video version of this Podcast on YouTube.

👉Find Eric on LinkedIn and tweet him @efulwiler. 

👉Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In this week's episode, we are joined by Gil Efrati, CMO of Resident. Resident was, at one point, the fastest growing e-commerce brand in North America, and in this episode, Gil explains exactly how you get to that size and scale. 

Gil has an incredible perspective on the role of data and why being “data-led” is really not a buzz word for Resident but an executable strategy. 

Hear about how Resident leverages data in their creative campaigns and how brands can differentiate themselves in this crowded space. 

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and in this episode, he’s joined by Gil Efrati, the CMO of Resident. 

Mentioned: 

👉Make America Sleep Again

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Watch the video version of this Podcast on YouTube.

Find Gil on LinkedIn

Find Eric on LinkedIn and tweet him @efulwiler. 

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

Watch the Future of the CMO documentary here 🎥 : https://www.youtube.com/watch?v=AXBKelmQomM

In this week's episode, we are joined (for the second time) by Mark Schaefer - author, acclaimed marketing consultant, keynote speaker, podcaster, and university educator. He is the author of 10 books and he joins us today to discuss his latest book, “Belonging To The Brand; Why Community Is The Last Great Marketing Strategy”. In the episode we uncover the 3 mega-trends are that providing the “perfect storm” for community based marketing to win, how to build a sustainable community, and the common pitfalls that CMO’s face when building these communities.

Mentioned in the show:

📕Mark’s New Book

🌹LEGO’s Adult Flowers

📰NY Times The Loneliest Generation

🚨New Episode every Wednesday! Subscribe 🚨

🎧Smart link: https://link.chtbl.com/scratch

⚡️Learn from the best challenger marketing strategies & tactics from CMO’s of global brands, every Wednesday on Scratch.

⚡️Scratch is a production of Rival, a marketing consultancy that builds challenger brands, strategies, and capabilities to change categories.

👋Find Rival online at www.wearerival.com, LinkedIn, Twitter.

👋Find Eric on LinkedIn and tweet him @efulwiler.

📩Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

Adam Morgan is the Executive Creative Director Adobe, and with 26 years of experience in the creative industry he's seen many new "eras" of marketing come and go. In this episode  we discuss what mindset you need to succeed in the "experience" era, why the next-gen CEO will be a creative, and why he's pushing to have more creative people making business-critical decisions. 

Aside from leading Adobe's creative efforts, Adam is the author of ‘Sorry Spock, Emotions Drive Business: Proving the value of creative ideas with science, and is the host of the Real Creative Leadership Podcast

Connect with Adam on Linkedin - https://www.linkedin.com/in/admo3/

Discussed in the show:

Adam Morgan - Sorry Spock Emotions Drive Business (Book)

Simon Sinek - Infinite Game (Book)

Chip Heath & Dan Heath -Power of moments

Real Creative Leadership Podcast 

🚨New Episode every Wednesday! Subscribe 🚨

🎧Smart link: https://link.chtbl.com/scratch 

⚡️Learn from the best challenger marketing strategies & tactics from CMO’s of global brands, every Wednesday on Scratch. 

⚡️Scratch is a production of Rival, a marketing consultancy that builds challenger brands, strategies, and capabilities to change categories. 

👋Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

👋Find Eric on LinkedIn and tweet him @efulwiler. 

📩Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In this week’s episode, Eric talks to Kelly Starman CMO of PartsSource, a leading online healthcare marketplace for mission-critical healthcare products and services. Kelly is a results-focused marketing executive with two decades of driving growth and leading high-performing teams at GE, Athena Health and Phillips.  As a result she has a wealth of knowledge on what it takes to be a successful marketer in organisations of different sizes, and how to balance speed and process effectively. It was really interesting to hear about her own personal strategies for innovating, being effective and what frameworks she uses when it comes to budgeting for her global marketing teams.

Connect with Kelly on Linkedin - https://www.linkedin.com/in/kstarman/details/experience/

Smart link: https://link.chtbl.com/scratch 

New Episode every Wednesday! Subscribe 

Discussed in the show:

HBR After Hours

Atomic Habits

Learn from the best challenger marketing strategies & tactics from CMO’s of global brands, every Wednesday on Scratch. 

Scratch is a production of Rival, a marketing consultancy that builds challenger brands, strategies, and capabilities to change categories. 

Today's episode was hosted by Eric Fulwiler. 

Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler. 

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In this week’s episode, Eric talks with Delbert Ty, CMO of Coffee Meets Bagel, a challenger online dating app. Delbert came up through the ranks at Procter & Gamble, working on some of the biggest brands in the world for one of the biggest marketing organizations in the world. It’s fascinating to hear how he, as a disruptor and innovator, was able to navigate the organization and do some really exciting work. He also shares how he was able to turn a new telco brand in Singapore into an overnight success with one campaign, and how he’s approaching his new role at CMB in much more crowded and advanced category. We love his approach and his prompt of actually doubling down on ideas that people think are crazy. It’s what leads to impact!

Connect with Delbert on Linkedin and Twitter - https://www.linkedin.com/in/delbertty/

Smart link: https://link.chtbl.com/scratch 

Discussed in the show:

Notion's Campaign

Polestar 

Coffee Meets Bagel

Scratch is a production of Rival, a marketing consultancy that builds challenger brands, strategies, and capabilities to change categories. Today's episode was hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. 

Find Eric on LinkedIn and tweet him @efulwiler. 

Say hi at [email protected], we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In this week’s episode, Eric speaks with Eddie Revis, CMO of Magnolia Bakery in NYC. Eddie is “on a mission to show the world that marketing doesn’t have to suck” and he is certainly doing that at Magnolia! He and the team have been launching some amazing campaigns that have been getting mainstream attention and going viral in the US. How does he do it? It’s all about plugging the brand into culture and never stopping at just a good idea, but always pushing towards a great idea.

Connect with Eddie on Linkedin - https://www.linkedin.com/in/edwardrevis/

And check out some of the recent campaigns from Magnolia

https://www.goodmorningamerica.com/amp/food/story/viral-muffins-youtube-star-reprises-role-unveil-latest-86881947

https://wwd.com/beauty-industry-news/beauty-features/tula-skincare-magnolia-bakery-1235307230/

https://patch.com/new-york/parkslope/banana-pudding-beer-here

Find Eric on LinkedIn and tweet him @efulwiler.

Say hi at [email protected] , we’d love to hear from you.

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

In today's episode we have Mint Mobile's CMO, Aron North, join us to discuss everything from how Mint started as a "side hustle" within the business, how they are using marketing to drive true product innovation, and how creative Ryan Reynold's is as a part owner in Mint.

Links to anything mentioned in the show:

https://www.linkedin.com/company/mint-mobile-llc/videos/native/urn:li:ugcPost:6943242261367308288/

https://www.mintmobile.com/ 

https://www.linkedin.com/in/aronnorth/

Find Rival online at www.wearerival.com, LinkedIn, Twitter.

You can also watch this podcast on YouTube: https://www.youtube.com/@Wearerival/

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was hosted by Eric Fulwiler. 

Find Eric on LinkedIn and tweet him @efulwiler.

Say hi at [email protected], we’d love to hear from you. 

Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.