Spikes Excitement Talks

In this episode, Gordon speaks with Andreas Bierwirth, Member of the Executive Board at Casinos Austria and Austrian Lotteries, about brand as a management philosophy, the forces that shape capex heavy and highly regulated industries, and leading a company from monopoly into open competition.

From Lufthansa and Austrian Airlines to Magenta Telekom and now Casinos Austria, Andreas shares how a PhD in corporate branding in Münster made him "addicted to branding" and turned brand into the lens for every leadership decision. He talks about why companies behave like human bodies that cannot simply be moved left or right, what airlines, telcos, banks and gambling have in common, and why stable markets must watch out for disruption.

He also looks ahead at AI as the second wave of disruption after digitalization, arguing that it is full of opportunities and full of risk, and that leaders carry a social responsibility to help their people navigate it.

Tune in to hear Andreas' perspective on branding, industry forces and leadership at scale, and why a good idea is worth little without a team that is better than you.

In this episode, Gordon speaks with Michael Mangione, Global Head of Digital and AI Transformation at W. L. Gore & Associates, about leading calmly through change and why AI transformation has to begin with the customer.

From inside sales and B2B marketing at BOC to almost two decades at Bose and now Gore, Michael shares how he built his own bridge into the career he wanted. He talks about the mentors who taught him accountability, why leaders should take the risk and pass on the credit, and why everyone in business is really selling ideas.

He also looks ahead at AI and digital experience, arguing that business value follows customer value, and that the real opportunity is not in adding tools but in rewiring how people and processes work.

Tune in to hear Michael’s perspective on composure under pressure, differentiated products as a gift to marketers, and the magic that happens where physical product and digital experience meet.

In this episode, Gordon speaks with Michael Mangione, Global Head of Digital and AI Transformation at W. L. Gore & Associates, about leading calmly through change and why AI transformation has to begin with the customer.

From inside sales and B2B marketing at BOC to almost two decades at Bose and now Gore, Michael shares how he built his own bridge into the career he wanted. He talks about the mentors who taught him accountability, why leaders should take the risk and pass on the credit, and why everyone in business is really selling ideas.

He also looks ahead at AI and digital experience, arguing that business value follows customer value, and that the real opportunity is not in adding tools but in rewiring how people and processes work.

Tune in to hear Michael’s perspective on composure under pressure, differentiated products as a gift to marketers, and the magic that happens where physical product and digital experience meet.

In this episode, Gordon speaks with Davide D’Alena, Head of Marketing, Retail Sun at EssilorLuxottica, about a career driven by curiosity, creativity and the desire to build what doesn’t yet exist.

From Bain & Company and Kraft Heinz to Shopfully and EssilorLuxottica, Davide shares how each step of his journey took him further outside his comfort zone and closer to consumers. He talks about transforming retail stores from transactional spaces into destinations, the power of great mentors, and why marketing is ultimately about bringing ideas to life.

He also looks ahead at AI, innovation and the enduring importance of human connection, arguing that as technology makes experiences simpler and more efficient, the human touch could become the premium experience.

Tune in to hear Davide’s perspective on finding opportunity without a playbook, building brands and businesses, and why curiosity might be one of the most valuable qualities for marketers today.

In this episode, Gordon sits down with Iván Reyes, VP Derma Emerging Markets at Beiersdorf, to explore a career shaped by curiosity, cultural diversity and continuous learning.

From Mexico to Dubai and across Latin America, Africa, the Middle East and Asia Pacific, Ivan shares how different markets and consumer behaviours have shaped his approach to marketing. He talks about the unique intersection of dermatology and consumer marketing, the importance of strong teams and mentors, and why the future belongs to marketers who keep learning and adapting.

Tune in to hear Ivan’s perspective on building global strategies that work locally, learning from different cultures, and navigating the rapidly changing world of marketing and AI.

In a world where AI can analyze data, generate ideas, and automate decisions, what does it mean to be a truly creative marketer?

In this episode, Gordon talks to Gael de Talhouët, former VP Brand Building, Marketing, Technology, Data & AI, FMCG B2B Retail at Essity, about creativity, leadership, entrepreneurship and the changing role of marketing in the age of AI.

Gael argues that marketers need to move beyond dashboards and business cases to rediscover intuition, empathy and inspiration — while using AI to bring the best ideas to scale.

Tune in for a provocative conversation about why the future of marketing belongs to those who can combine human creativity with technological scale.

What really makes people choose one brand over another? 

In this episode, Gordon sits down with Christian Bauer, Marketing Director at Subway, who shares his perspective on consumer behaviour, brand building, leadership and creative marketing.

From turning commodities into beloved brands to creating campaigns that push boundaries, Christian talks about the importance of finding the right tension, trusting your audience and knowing when to let go. He also shares why, despite AI and constant technological change, the fundamentals of marketing remain the same: understand people, find the insight and build from there.

Tune in for a candid conversation about what drives consumer choice, how great marketing gets made, and why sometimes the best thing a marketer can do is let go.

What happens when AI, pharma, marketing and human curiosity collide?

In this episode, Gordon sits down with Graham Addison, Senior Director, Global Launch & Marketing Excellence at AstraZeneca, for a wide-ranging conversation about AI, innovation, career pivots, leadership, and what it means to stay excited about your work.

Graham shares how an unexpected start in pharmaceutical sales eventually led him into marketing and global strategic roles, why the people around us can have an outsized influence on our careers, and how a passion for snowboarding taught him something about ambition, goals and getting your “mojo” back.

The conversation quickly moves to the future — Graham explores how AI is changing the way pharmaceutical companies operate, from strategic planning and customer engagement to content, market research, forecasting and scenario planning. He also reflects on why experimentation matters, why organizations need to rethink established processes, and why the next few years could represent a genuine inflection point for the industry.

Tune in to know more about the future of pharma and discover why Graham believes we’re entering a significant new chapter in how organizations work.

What does it take to succeed when the rules of the game are changing? 

In this episode, Gordon hosts Colin McQuay, Senior Director and Head of Strategic Revenue Management at Nestlé, who shares his perspective on the future of work, data science, AI, leadership and the evolving CPG landscape.

From combining analytics with human understanding to building careers across different disciplines, Colin explores why the playbook that got companies to 2025 won’t necessarily get them to 2050. He also discusses the rapid evolution of AI, why empathy and context will become even more important, and what it means to help people grow beyond what they thought was possible.

Tune in for a thought-provoking conversation about rewriting the rules, making data useful, embracing AI, and helping people build the skills for what comes next.

What happens when you stop following a perfectly planned career path and start saying yes to new opportunities?

In this episode, Gordon sits down with Linde Scheers, Head of Marketing & Communications at ING Germany, to talk about an unconventional career journey spanning Google, N26, eBay and now ING. Linde describes herself as an “accidental marketer” — but her story is anything but accidental.

From learning the fundamentals of sales at Google and spending a decade in an environment built around ambition and continuous learning, to deliberately stepping outside her comfort zone and experiencing the chaos of a fast-growing fintech, Linde shares what each chapter taught her about growth, leadership and making an impact.

They also explore why financial services can be made genuinely exciting, the power of having a personal “board of mentors,” and why the rapid rise of AI is creating a new kind of excitement for marketers.

Tune in to find out why disruption might actually be something to look forward to.