The Marketing Hustle: Brand of the Match

She built not one, but three businesses - and now she’s planning to step away. In this special episode, Brand Hackers founder Lottie Unwin gets grilled by Koru Kids CEO Rachel Carrell on the messy truth of scaling, letting go and leading with impact. From how to not be that annoying founder, to the AI shifts no one’s ready for – this is a raw, witty and essential listen for anyone building something that matters.

Welcome to the Marketing Hustle – a podcast about the real work behind building bold brands. We go behind the scenes with founders and marketing leaders to hear honest, unfiltered stories of what actually drives growth and cuts through the noise to build something that lasts.

In this episode, the mic flips and founder Lottie Unwin sits in the hot seat. Interviewed by Rachel Carrell – founder of childcare platform Koru Kids and self-confessed AI obsessive – this conversation dives deep into the challenges of leading a fast-growing business, being a marketing-led founder, and how not to drive your marketing team mad.

They cover everything from how to hire a maternity cover CMO (spoiler: think strategically, not symmetrically) to why most job descriptions are stuck in 2019. Lottie also opens up about planning for mat leave as a founder of three businesses, building a rocket-ship team at Brand Hackers and how LinkedIn changed everything for her.

Candid, sharp, and full of hard-won wisdom - this is essential listening for anyone juggling leadership, legacy and life transitions.

He scaled a mission-led brand from 50 million to 120 million users. Now he’s revealing the truth behind it all. Former Too Good To Go CMO Ivo van den Brand opens up about imposter syndrome, emotional leadership, and why most people misunderstand what a CMO actually does. Bold, honest and essential listening for anyone building a brand.

Welcome to the Marketing Hustle - a podcast about the real work behind building bold brands. We go behind the scenes with founders and marketing leaders to hear honest, unfiltered stories of what actually drives growth and cuts through the noise to build something that lasts. Today’s guest is someone you may not know by name, but you’ve almost certainly used the app he helped scale to over 120 million users across 19 countries: Too Good To Go.

Ivo van den Brand is the outgoing CMO of one of the most successful mission-driven brands in Europe and in this episode, he opens up about what it really took to lead a business at that scale - what worked, what didn’t and what he wishes more marketers understood.

But this conversation goes way beyond food waste or app growth.

It’s about the real job of being a CMO - why it’s more about leadership than marketing and how to stay grounded in a mission-led business without burning out. Ivo speaks candidly about imposter syndrome, pressure and navigating company-wide change while still showing up with empathy.

It’s honest, it’s sharp and it’s full of insights for anyone growing a career - or a brand - with purpose.

Follow Lottie: https://linktr.ee/themarketinghustle

Listen on Apple & Spotify: https://linktr.ee/themarketinghustle

"Marketing is the growth engine of every business…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from bold brand builders.

This week, your host Lottie chats with Anna Henwood, CEO of Stickybeak—a consumer insights tool changing the way brands test campaigns, packaging, and new launches.

Anna’s career has taken her from global tourism marketing at 100% Pure New Zealand to CMO of Les Mills International, and now to scaling her own B2B business. She shares her lessons on international marketing missteps (wait until you hear the Japan tattoo story), how curiosity beats credentials in modern marketing, and why the best marketers are a little bit obsessed.

Expect talk on turning marketing into a true growth engine, bridging the sales/marketing divide, and why “testing isn’t about being right—it’s about learning faster.”

If you enjoy this episode, please leave us a review - it helps more than you know.

Now let’s get into it...

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If you'd like to try Stickybeak for yourself you can get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

This week’s hot take: Most people don’t plan to become founders—and even fewer are ready for what it actually takes.

In this solo(ish) episode, we flip the mic and put Lottie in the hot seat. She’s joined by Brand Hackers’ own Social Media Executive, Dani, for a behind-the-scenes chat on everything from Shakespeare to startups.

Lottie shares how she accidentally fell into marketing, the culture shock of moving from P&G to startup life, and what it actually means to be a CEO when you never planned to be one. Expect stories involving fragrance hauls, rejection emails, retail hustle, and her slightly chaotic path to founding three businesses.

We talk about learning on the job (with zero formal training), how building community started with one dinner, and the painful but powerful moments that shaped her leadership style. Plus, the honest truth about what she’s still figuring out, and what’s next for Brand Hackers.

If you're early in your career, wrestling with imposter syndrome, or building something from scratch, this one’s for you.

Let us know what you think, and if you're feeling bold - maybe send this to a fellow founder who needs to hear they’re not alone.

Your Host

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

This week’s hot take: Wild didn’t just get lucky.

Their £230M exit to Unilever was the result of laser-focused strategic thinking from day one.

In this episode, James and I unpack what made Wild stand out - from choosing the right high-margin category, to treating influencer marketing like a performance channel, and blending creativity with ruthless commercialism.

We explore the intentionality behind every decision, the smart playbook of building for an exit, and why performance and creativity aren’t opposites - they’re partners. Whether you're building a challenger brand or looking to level up your strategy, this one’s packed with takeaways.

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

Most marketing teams don’t talk enough about what’s actually working. So in this episode, we’re pulling back the curtain on one of our favourite campaigns - from idea to execution - and unpacking the real reasons it delivered.

James and I take you inside the strategy, creative, and chaos of a campaign we ran for a challenger brand that was big on personality, small on budget, and laser-focused on growth. We cover how we landed on the core idea, what made it stick with consumers, and why we almost didn’t run it. Spoiler: sometimes the “least polished” work performs the best.

We also get into:

• How to sell bold ideas into a founder-led team
  

• Why a bit of friction can lead to better creative
  

• The underestimated power of "low-fi" production
  

• The role of gut feel vs data when deciding what to launch
  

If you’re tired of vague marketing case studies and want a real, honest look at how great campaigns come to life (plus the messiness behind the scenes), this episode is for you.Your HostsLottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.—

The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

This week’s hot take: Activism isn’t just a marketing gimmick - it can be the heartbeat of a brand.

Lottie and James unpack what makes Ben & Jerry’s the gold standard for activist branding, from fighting for legislative change to structuring their business around social impact. They dive into the difference between “purpose” and true activism, and how Ben & Jerry’s has kept their mission alive, even after selling to Unilever, through bravery, consistency and clarity.

They explore why bravery means being willing to alienate 50% of your audience, how consistency demands embedding activism into every level of the business, and why clarity can keep your mission focused when you’re tempted to take on every cause. Along the way, they share cautionary tales, inspiring case studies, and the tough commercial realities that activist brands face.

If you’ve ever wondered how to launch or sustain a brand that stands for something bold, this episode will make you rethink what’s possible (and what’s required).

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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This week’s hot take: Most hiring processes are broken. Companies focus on the wrong things, overlook the right talent, and end up with marketing teams that don’t actually deliver.

James and I have seen it all - hiring wins, hiring disasters, and those moments when you realise you’ve brought in the wrong person for the job. So, we’re breaking it all down. From writing job descriptions that actually attract the right talent to spotting the key traits that make a marketer thrive in a fast-paced team, we’re sharing our hottest takes.

We talk about why curiosity and initiative matter more than years of experience, the surprising impact of a strong “learning diet,” and why personality can sometimes be just as important as skills in small teams. Plus, the one mistake that almost every startup makes when hiring for marketing (spoiler: they look for the wrong things).

If you’re hiring, thinking about hiring, or just want to know what makes a great marketing team tick, this one’s for you.

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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#startupmarketing #hiringtips #howtohire #marketingstrategy #startup #job

This week’s hot take: Most brand-agency relationships fail—not because the agency isn’t good, but because the partnership is set up to struggle from the start.

James and I have had many moments lately where we’ve sat in meetings thinking, “This could have been avoided if…” So, we’re unpacking it all. From the weird power dynamics of brand-agency relationships to the absolute musts for making it work, we’re sharing our hottest takes.

We talk about the importance of transparency (yes, we do need the full picture), why treating your agency like a cost is a surefire way to get mediocre work, and when you shouldn’t hire an agency at all.

Plus, the one thing that agencies and brands both need to get better at - giving feedback (spoiler: it’s so much easier than you think).If you’re working with an agency now, thinking about hiring one, or just want to understand how to get the most out of the relationship, this episode is for you.

Let us know what you think, and if you’re feeling bold, maybe even send this episode to that client or agency… no context needed. 👀

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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Welcome to the debut episode of "The Marketing Hustle Hot Takes," where we ditch the fluff and dive straight into the juicy, unfiltered conversations setting the marketing world ablaze.

Hosted by the dynamic duo, Lottie Unwin and James Hickson, we serve up bold insights and candid advice for startups and seasoned brands alike.

Whether you're side-stepping marketing missteps or juicing up your content strategy, we're here to light your path with a dash of wit and wisdom.

Lottie here! This week’s episode is one I’ve been itching to record because startup mistakes are everywhere - and we’ve seen them all.

When I asked what topics you wanted to hear, so many of you said: the biggest mistakes founders make and how to avoid them. So here we are.

Now, let me tell you, narrowing this list down was no easy task. Between James and myself, we’ve worked with countless brands, and we’ve seen startups crash and burn over the same avoidable pitfalls.

From wasting money on ads too soon to trying to do everything yourself - in this episode, we’re breaking it all down. So, if you’re thinking about launching a business, already knee-deep in startup life, or just curious about what not to do when growing a brand, this episode is for you.

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at Stickybeak.co/marketinghustle

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