Strategy Sessions

By Andi JarvisBusiness Marketing

Strategy Sessions episodes

September 27, 2022Strategy Sessions Marketing Podcast with Jane Maher
Jane Maher is the Head of Marketing for FREE NOW in Ireland, having joined the company in December 2021.
In this episode we discuss:
This history of free now and why it’s more than a ride hailing app

The challenge facing marketing in a competitive space

Brand v performance marketing

The roll of CSR for Free Now

How you balance global and local marketing

Dive into the marketing strategy process at Free Now

The pleasures and challenges of being number 1 in the market

Your take on the value of education
A Word From Our Sponsor
This episode is sponsored by Learn Inbound. One of the best marketing conferences in Ireland returns to Dublin on Thursday 27 October 2022 after a Covid break. Learn Inbound is where marketers go to thrive and the team behind the event are putting together an amazing line up of speakers.
Already confirmed is Jono Alderson, Head of SEO for Yoast and he’ll be joined by some of the world’s best digital marketers. One piece of bad news… Andi will be hosting the event!
A limited number of super early bird tickets are available for €175 +VAT (reduced from €449) and include full access to all the talks, exhibition area, lunch, coffee & drinks and access to After Party.
What you need to know:
Single track conference

Aviva Stadium, Dublin

Thursday 28 October, 9am-5pm

Super Early Bird tickets are €175 +VAT

Get your tickets here.
Now, back to the show…
Jane Maher
Jane is responsible for the development and execution of FREE NOW’s marketing strategy and campaigns across the Irish market. She also identifies key opportunities to grow the FREE NOW brand as the market leader in the multi-mobility space and implement best-in-class driver and passenger engagement initiatives.
As a member of FREE NOW’s senior leadership team, Jane will contribute to the strategic direction of the company and its ambitious goals concerning environmentally friendly transport, micro-mobility and driver-centricity.
Jane has over 10 years’ experience across multiple B2B and B2C functions. She is experienced in a diverse range of communication and marketing disciplines including digital, global marketing, business development and partnership management.
Before joining FREE NOW, Jane worked with premium spirits company William Grant & Sons for over 8 years fulfilling roles in the US & UKI in global brand management, commercial development & local marketing management.
Find Jane on LinkedIn, Twitter, Instagram
Book Recommendations
Simon Sinek Start With Why
Andi Jarvis
Find me on Twitter or LinkedIn.
57 min
September 06, 2022Strategy Sessions Marketing Podcast with Lily Hecht-Leavitt and Gil David
Lily Hecht-Leavitt runs marketing at Rootine, a US-based DTC brand. Gil David is the founder of a performance marketing agency specialising in scaling DTC brands. Unsurprisingly, this ep is about growing DTC brands.
In this episode we discuss:
The role of brand in growing DTC brands

The challenges of using Meta (that’s Facebook and Instagram to old folk) to build sales

Impact of Apple’s iOS update on Meta advertising

Why ROAS is a flawed metric and what should replace it

The impact of discounting and should brands do it

TOPTIPS for DTC brands coming into Black Friday and Christmas

A brief look at NFTs and their future

The challenges of band reputation and when using famous influencers
A Word From Our Sponsor
This episode is sponsored by Learn Inbound. One of the best marketing conferences in Ireland returns to Dublin on Thursday 27 October 2022 after a Covid break. Learn Inbound is where marketers go to thrive and the team behind the event are putting together an amazing line up of speakers.
Already confirmed is Jono Alderson, Head of SEO for Yoast and he’ll be joined by some of the world’s best digital marketers. One piece of bad news… Andi will be hosting the event!
A limited number of super early bird tickets are available for €175 +VAT (reduced from €449) and include full access to all the talks, exhibition area, lunch, coffee & drinks and access to After Party.
What you need to know:
Single track conference

Aviva Stadium, Dublin

Thursday 28 October, 9am-5pm

Super Early Bird tickets are €175 +VAT

Get your tickets here.
Lily Hecht-Leavitt
Lily is an accomplished digital and ecommerce business strategist.
After getting her MA at Georgetown she entered the digital world of startups. She has helped build successful D2C startups developing their online presence through performance marketing strategy, paid acquisition channels, conversion rate optimization, social media growth and content strategy, affiliate and influencer marketing, digital campaign management, sponsored content and podcast buys, email retention, partner and athlete relationships, and team leadership.
She is also heavily connected in the professional sports space having worked with athletes and agents spanning all sports over the past nine years.
Find Lily on LinkedIn, Twitter
Gil David
Gil is known as one of the world's leading authorities on Facebook Ads but has a well-rounded experience having spent over 15 years in sales, marketing and business management roles after graduating from the prestigious Lancaster University Business School with a BSc Hons Degree in Marketing. He has over 8 years' experience running Facebook Ads and specialized in performance marketing since setting up the Run DMG agency in 2017.

In the 5 years since, he has worked with a range of brands but the agency now focuses more on scaling eCommerce/DTC clients. Brands he has worked with include Benetton, Telefonica, TUI, Crooks & Castles, Ford, Toyota, Kaspersky and many more. Gil also regularly speaks at events and delivers bespoke Facebook Ads training to businesses and agencies.
Find Gil on LinkedIn, Twitter
1 hr 12 min
May 24, 2022Strategy Sessions Marketing Podcast with Adrian Wells
Adrian is Chief Marketing Officer for Harlequins, one of the oldest rugby clubs in the world.
In this episode we discuss:
The amazing story of Harlequins last season

The role that culture plays in growing an organisation

The growth of women’s rugby and how that’s helping the Quins brand

Selling out games, memberships and hospitality and the problems (yes, probelsm) that causes

Moving some games to Twickeham to build the brand

The role the marketing funnel plays in selling rugby tickets

Harlequins Amazon Prime documentary

Working at The FA and how they use research to build the brand

Woriing at UEFA and how commercially focused they are in marketing the game

Working at the Cricket World Cup and managing the chaos of the final

Starting a career at P&G in sales

Lessons of brand building from P&G
Adrian Wells
Adrian is Chief Marketing Officer for Harlequins, one of the oldest rugby clubs in the world.
Based in Twickenham, the home of rugby, he is responsible for all marketing, communications, ticketing and supporter experience for the club.
With a background in sales and brand management from P&G, he has built a career in sport working at The FA, UEFA, Cricket World Cup and now rugby
Find Adrian on LinkedIn
Important Links
Prep to Win on Amazon Prime
No Woman No Try on Amazon Prime
Digital Marketing Strategy Course
My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.
It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.
Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy
Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.
If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Two years ago, this was the first episode with Jen Hoffman. https://eximomarketingstrategy.com/make-marketing-saas-y/
Andi Jarvis, Eximo Marketing.
54 min
May 10, 2022 Strategy Sessions Marketing Podcast with Emma Mondolino
Emma Mondolino is the Head of Nextdoor Create, the sales marketing and strategy group at Nextdoor. She talks with Andi about marketing v strategy, what true ‘hustle’ means and what it’s like working for a hypergrowth start up.
In this episode we discuss:
1. The advertising trend towards hyperlocal and what that means for brands
2. How brands can adapt and thrive with hyper local advertising
3. Competitors… Who does Nextdoor compete with?
4. How Nextdoor has evolved during the last five years
5. How could Nextdoor evolve in the next five years following the IPO
6. With a product built around local, does Nextdoor change each country?
7. What’s the difference between marketing and strategy?
8. The lessons from working at Pinterest and Twitter
Emma Mondolino
Emma Mondolino is the Head of Nextdoor Create, the sales marketing and strategy group at Nextdoor.
Currently she’s focused on creating value for brand partners by building bespoke creative campaigns.
Before she joined the Nextdoor team, Emma worked at Pinterest in both Sales and Marketing. Prior to her time there she was a foundational member of the Brand Strategy team at Twitter.
Find Emma on LinkedIn
Important Links
Careers at Nextdoor
Book Recommendations
Setting the Table: Lessons and inspirations from one of the worlds leading entrepreneurs by Danny Myers
The Art of Possibility: Transforming Professional and Personal Life by Rosamund Stone Zander, and Benjamin Zander.
Digital Marketing Strategy Course
My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.
It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.
Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy
Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.
If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Eximo Marketing.
57 min
April 26, 2022Strategy Sessions Marketing Podcast with Mark Ritson
Mark Ritson is one of the world's most respected marketing and brand strategists. Mark runs the Mini MBA in Marketing and Brand Management. He’s a columnist for Marketing Week. Prior to that he was a consultant for LVMH and a stack of brands you’d know. And Prof at the world’s top business schools. He’s not short of opinions either.
In this episode we discuss:
What’s the Mini MBA about and where did the idea come from

What’s the difference between the brand management and marketing MBA courses

What common mistakes marketers make and how do you fix them?

Brand purpose… is it EVER useful?

WTF is humaning all about (read Andi’s take on this shambles)

Why can’t marketers do pricing?

What the Mini MBA teaches us about pricing

Sum up the DTC revolution in one word

Will Tesla be the biggest thing in the car world or is it overhyped?

What’s driving Netflix’s push to stop password sharing

Mark’s views on Byron Sharp

Why move from the remotest place in England to the remotest place in Australia
Mark Ritson
Mark has a PhD in Marketing and spent 25 years working as a marketing professor at London Business School, University of Minnesota, Melbourne Business School, MIT Sloan and SMU, winning a shit ton of prizes along the way.
He’s worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay and WD40.
For thirteen years he was the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy.
He’s written for Marketing Week for over 20 years, winning Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK, four times and the British Society of Magazine Editors Business Columnist of the Year twice.
Find Mark: LinkedIn and Twitter
Important Links
Mini MBA
My Digital Marketing Strategy Course
My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.
It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.
Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy
Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.
If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Eximo Marketing.
58 min
April 05, 2022Strategy Sessions Marketing Podcast with Areej AbuAli
Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO. She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field.
In this episode we discuss:
Where the idea for Women in Tech SEO came from

The stress and joy of hosting a conference (alongside a full time job!)

Lessons and learnings from the biggest WTSEO event

The challenges of race in marketing

Will we ever be ‘done’ with diversity

Moving from agency to in house SEO

Running SEO from a big brand in a hyper competitive space

The challenges of managing SEO for a VC funded start up

Why the tech rather than marketing team may be the natural home for tech SEO
Areej AbuAli
Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO.
She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field.
She has been in the industry for the past 8 years and has spoken at conferences such as SMX, BrightonSEO and MozCon.
Find Areej on:
Her website, Women in Tech SEO, Twitter, LinkedIn
Important Links
Women in Tech SEO
Digital Marketing Strategy Course
My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.
It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.
Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy
Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.
If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Eximo Marketing.
51 min
March 22, 2022Strategy Sessions Marketing Podcast with Kelley Cambry
Kelley is co-founder and CEO of Blue Studios.io, a family friendly crypto wallet, a former AVP at American Express and JPMorgan and 3rd generation entrepreneur.
In this episode we discuss:
The hype around web3, crypto, NFT and blockchain

Why Andi’s wild predictions about the death of web3 might not be right!

Why Blue Studios focuses on the family

The benefits of being a start up v incumbent in a fast growing space

Why building a community is essential for the growth of Blue Studios

How communities can spread the word crypto love

Why having a hyper focus is essential for a start up

Kelley’s background and why jumping out of big corporate was an obvious move

The lessons of being a 3rd generation entrepreneur
Kelley Cambry
Kelley Cambry is co-founder and CEO of Blue Studios.io. Blue Studios.io builds tools and software to onboard families into Web3. Kelley spent time at Discover Card, in Consumer Card Acquisition.
She was also Assistant Vice President of Digital and Product Manager for companies like American Express and JPMorgan.
With her background in Fintech and Computer Science, Kelley wanted to start a company to do her small part in changing the world leveraging her entrepreneurial spirit as a third-gen entrepreneur. Kelley is also a graduate of Howard University.
Find Kelley on Twitter
Book Recommendations
Farnam Street Blog
#NFTsForGood on Twitter Spaces
FinTech Blueprint
Average Joe newsletter
Digital Marketing Strategy Course
My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.
It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.
Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy
Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.
If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Eximo Marketing.
51 min
March 08, 2022 Strategy Sessions Marketing Podcast with Britney Muller Hugging Face
Britney is Marketing Manager at Hugging Face, the AI community building the future. She’s an SEO expert, machine learning whiz and amazing conference speaker.
In this episode we discuss:
1. Hugging Face… what is it and where did the name come from
2. The difference between Artificial Intelligence (AI) and Machine Learning (ML)
3. Why people don’t need to be scared of ML
4. Why people should be scared of ML!
5. What’s the main goal of the marketing at Hugging Face
6. Why you should always prioritise by impact in your marketing activity
7. What it’s like working at Moz
8. The fun of being a Search Scientist and watching the SEO community take your work to new levels
9. Learning lessons from running your own marketing company
10. Why imposter syndrome is your friend when it comes to public speaking
11. TOPTIPS for aspiring conference speakers
12. Surviving lockdown with a pet snake!
13. Entrainment theory and why you’ll end up going down a YouTube hole because of it!
Britney Muller
Britney Muller is a Marketing Manager at Hugging Face, SEO Consultant, and proud Aunt. Britney was previously the Senior SEO Scientist at Moz and founder of Pryde Marketing, a boutique medical marketing agency.
Find Britney on Twitter
Book Recommendations
The Data Skeptic Podcast
Machine learning with python
Natural Language Processing with Transformers – Building Language Applications with Hugging Face by Lewis Tunstall, Leandro von Werra and Thomas Wolf
Other Links
Rand Fishkin (Founder at Moz) on the Strategy Sessions
Digital Marketing Strategy Course
My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.
It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.
Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy
Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.
If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Eximo Marketing.
55 min
March 08, 2022 Strategy Sessions Podcast with Britney Muller (Hugging Face)
Britney is Marketing Manager at Hugging Face, the AI community building the future. She’s an SEO expert, machine learning whiz and amazing conference speaker.
In this episode we discuss:
1. Hugging Face… what is it and where did the name come from
2. The difference between Artificial Intelligence (AI) and Machine Learning (ML)
3. Why people don’t need to be scared of ML
4. Why people should be scared of ML!
5. What’s the main goal of the marketing at Hugging Face
6. Why you should always prioritise by impact in your marketing activity
7. What it’s like working at Moz
8. The fun of being a Search Scientist and watching the SEO community take your work to new levels
9. Learning lessons from running your own marketing company
10. Why imposter syndrome is your friend when it comes to public speaking
11. TOPTIPS for aspiring conference speakers
12. Surviving lockdown with a pet snake!
13. Entrainment theory and why you’ll end up going down a YouTube hole because of it!
Britney Muller
Britney Muller is a Marketing Manager at Hugging Face, SEO Consultant, and proud Aunt. Britney was previously the Senior SEO Scientist at Moz and founder of Pryde Marketing, a boutique medical marketing agency.
Find Britney on Twitter
Book Recommendations
The Data Skeptic Podcast
Machine learning with python
Natural Language Processing with Transformers – Building Language Applications with Hugging Face by Lewis Tunstall, Leandro von Werra and Thomas Wolf
Other Links
Rand Fishkin (Founder at Moz) on the Strategy Sessions
Digital Marketing Strategy Course
My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.
It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.
Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy
Andi Jarvis
If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.
If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.
Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.
Andi Jarvis, Eximo Marketing.
55 min
February 22, 2022Strategy Sessions Podcast with Ian Forrester and Ryan Clarke from STATSports
Ian Forrester is the CMO of STATSports and Ryan is the company's Head of Ecommerce. STATSports provides the most powerful football GPS player tracker for individuals. Real-time performance data and not just players wearing sports bras.
In this episode we discuss:
What does the STATSport product do and how it came to life

Building a world-leading business from Newry, Northern Ireland

Marketing a ‘sexy’ product and why it’s not as easy as you think

What role does marketing play in the pro (B2B) side of the house

Can you build a DTC and B2B offering at the same time

What it’s like operating in a market that Google and Amazon are eyeing up

How digital marketing drives online sales

Role of big events like Christmas in consumer sales

What jobs are available at STATSports
Ian Forrester
Ian is responsible for Marketing and Consumer Sales at STATSports. At STATSports Ian has developed a robust Marketing plan utilising some of the biggest sports stars on the planet that is supported by a strong e-commerce team and field sales in Europe and USA.
Ian on LinkedIn
Ryan Clarke
Ryan is the Head of Ecommerce at the world’s leading on-field performance monitoring and analysis company – STATSports, who now sell products in both DTC and B2B markets. He is responsible for the growth of STATSports users through customer acquisition online.
Ryan on LinkedIn
Important Links
Arsenal and STATSports
Jobs
List of stadiums
Book Recommendations
Thinking Fast and Thinking Slow by Daniel Kahneman
Traction by Gino Wickman
How to Be a Footballer by Peter Crouch
You Guys Are History! By Devon Malcolm
Andi Jarvis
LinkedIn and Twitter
57 min