Spikes Excitement Talks

In this episode, Gordon is joined by Jim Cervantes, VP Marketing, Crunch, 100G, Raisinets at Ferrero USA, who shares his journey from selling candy at school in Mexico to leading iconic confectionery brands at Ferrero USA. He talks about building brands through curiosity, balancing creativity with commercial discipline, why Ferrero's brand-first culture stands out, and how AI can become a creative partner for marketers, not a replacement.

Tune in to hear why the best marketers think like business leaders, why curiosity is a career superpower and how iconic brands stay relevant in a rapidly changing world.

In this epsiode, Gordon speaks with Andrea Zappolini, Marketing Director, Digital and Commerce Activation at Puma.

From childhood inspiration in Italian advertising to leading digital marketing at Puma, Andrea shares the career decisions, mentors and moments that shaped his journey through Nike, Zalando, Adidas, and beyond. The conversation explores sports, e-commerce, AI and why, despite rapid technological change, people remain the true competitive advantage.

Tune in for an inspiring conversation about sports marketing, career growth, AI and why the human element will always matter most.

In this episode, Gordon is joined by Dirk Schuelgen, Marketing Expert and former Managing Director Marketing International at ALDI Nord.
From helping build Electronic Arts during the gaming boom to leading marketing at Nike and ALDI Nord, Dirk has spent his career embracing new industries, new challenges and new perspectives. He shares why growth comes from stepping into the unknown, why customer obsession beats assumptions, and how the best leaders combine empathy with ambition.

Tune in to hear why curiosity, courage and customer obsession have guided one of Europe's most accomplished marketing leaders across some of the world's most iconic brands.

In this episode, Gordon welcomes Paolo Narag, Global Brand Director Sheba at Mars, who shares why the future of marketing won't belong to those with the most data, but to those who understand people best.

At just 29, Paolo Narag has already built an impressive career, leading global brands at both Procter & Gamble and Mars. From the importance of mentors and courageous career decisions to building trust, creativity and truly human brands, this conversation is packed with insights for anyone passionate about brand building.

Tune in to discover why the marketers who thrive in the AI era will be those who never lose sight of the human behind the data.

In this episode, Gordon speaks with Fabio Kadow, Global Media Director at Puma. Fabio shares his journey from journalism and Vogue Brazil to leading global media strategy for one of the world's most recognized sports brands.

The conversation explores the challenge of aligning global campaigns across more than 30 markets, building influence without command-and-control structures and why sports remain one of the most powerful platforms for brands in an increasingly fragmented media landscape.

Fabio also reflects on his move from Brazil to Puma’s global headquarters, the lessons he learned working with legendary athletes and entrepreneurs, and why authentic human experiences may become even more valuable in an AI-powered world.

Tune in for a discussion on sports, media, sponsorship, consumer behavior and the delicate balance between digital innovation and authentic human connection.

In this episode, Gordon speaks with Olaf Geuer, Group Head of Brand at Swisscom. With a career spanning the BBC, Channel 4, digital innovation, academia and more than 16 years at one of Europe's most respected telecom brands, Olaf brings a unique perspective on the intersection of trust, technology and creativity.

The conversation explores how brands can embrace AI without losing authenticity, why trust may become the most valuable asset in an age of accelerating innovation and what it takes to guide a heritage brand into the future. Olaf also reflects on lessons learned from London's creative scene, the digital transformation of the BBC and the enduring power of brands that stay true to their purpose while constantly evolving.

Tune in to find out how great brands balance stability and change and why trust remains a competitive advantage in an increasingly digital world.

In this episode Gordon sits down with Jakob Edman, Head of Brand at WASA, part of the Barilla Group. From producing shows at MTV to shaping global brands at Red Bull, agencies and now WASA, Jakob shares a refreshingly honest view on career twists, creativity and modern marketing.

They discuss why storytelling remains at the heart of great brands, what it takes to make a 100-year-old crispbread brand relevant for Gen Z and why the best marketers aren't always the ones who perfect ideas but the ones who dare to challenge them.

Tune in to explore leadership, agency-versus-client life, the coming transformation of the food industry and Jakob's surprisingly ambitious personal goal: becoming a space tourist someday.

What do Japan, customer centricity, aviation, food innovation and AI have in common?

In this episode, Gordon sits down with Catherine Beriere, Head of Insight broad experience from Billion dollar brands to digital first scale-ups and currently Global Insight Lead for Animal and Pet at ADM, to discuss a career built on curiosity, cultural bridges and human-centric growth. From uncovering unmet consumer needs in Japan to transforming businesses at Nestlé and improving passenger experiences in aviation, Catherine shares why understanding people remains the ultimate competitive advantage.

The conversation also explores leadership, innovation, the future of AI in business and why technology works best when combined with genuine human insight.

Tune in for a conversation on growth, curiosity, leadership and the power of putting people at the center of business.

In this episode, Gordon speaks with Dominic Grounsell, Chief Revenue Officer at the UK Post Office, about a career shaped by transformation, curiosity and a relentless focus on impact.

From starting out at Unilever, where he learned the foundations of brand marketing, to building data-driven growth models at BT and Capital One, Dominic shares how each industry shift sharpened his understanding of what really drives performance: clarity, accountability and customer impact.

The conversation explores why great marketing now sits at the intersection of creativity and analytics, how digital businesses have changed the speed of experimentation and why AI and data are reshaping how companies understand and serve customers.

Tune in for a conversation on transformation, data and what it really takes to build brands in a world that changes by the second.

In this episode, Gordon speaks with Julian Sauer, Head of Marketing at Puma Group about his journey from sports journalism into global sports marketing. He shares how a deep passion for sport, especially basketball, shaped his early path into storytelling and ultimately led him from journalism into communications and marketing roles at Audi, Red Bull and Puma.
The discussion explores his experience building a career across highly diverse sports and brand environments, from automotive and motorsports to global sports platforms and how he learned to combine strategic thinking with storytelling. Julian reflects on working in fast-moving, international sports organizations, the realities of global sports marketing across regions such as EMEA and Africa and how data, technology and AI are reshaping how sports brands engage with audiences and build emotional connections.

Tune in to hear how a lifelong passion for sport can evolve into a global marketing career spanning some of the world’s most iconic sports and lifestyle brands.