The Whole Marketer podcast

Episode #113. The focus of this episode is self-identity, an area of personal understanding that can help you lead a more fulfilling life when you have greater awareness of who you are and your place in the world.

In the workplace, gaining clarity on your self identity can be a journey of discovery as you understand your personality, leadership style, how you show up and also develop a sense of belonging within a team or organisation.

Joining Abby to discuss self-identity is Bronwen Foster-Butler, who is passionate about personal development and is Chief Marketing Officer for British B-CORP outdoor surf brand Finisterre - having previously worked at Burberry, Lulu Lemon and PANGAIA.

In this episode, Bronwen shares what is a sense of self, why it's important in the workplace for you and your teams, and fixed and flexible values. Plus, as well as career highs and lows, Bronwen shares her past experiences and the effect her return from maternity leave and leadership style had on her journey of self-identity.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Bronwen Foster-Butler | LinkedIn

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #112. Brand Partnerships is the technical skill discussed in this episode – specifically the power of brand partnerships to drive societal change.

Joining Abby to discuss this topic is Beth Reeve, Senior Group Brand Manager Northern Europe for Colgate, who leads the hugely impactful brand partnership between Colgate and Change Please (a social enterprise coffee brand helping people living with homelessness.)

Both brands share an authentic purpose to create a healthier future for people, which has led this campaign to not only deservedly win a Cannes Lions Bronze award, but more importantly, the campaign tangibly affects the lives of people every day.

In this episode, Beth shares how the partnership was created, the steps involved to craft the marketing campaign, the ways the brand and its resources could help others, and her 3 key tips for using your brand to help address societal issues.

Plus Beth's career highs and lows and her insightful advice for marketers of tomorrow.

Watch the campaign video here Driving For Change (colgate.com)

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Beth Reeve | LinkedIn

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #111. Our first episode of 2024 is Strengths – a key area of personal understanding, which we can use to increase your fulfilment and energise you as a marketer.

When we know our strengths, we can be intentional in taking ownership of our strengths, to ensure we are using our strengths (that we also enjoy) inside and outside of work, to continue to build our confidence, motivate and energise us, which will lead to greater fulfilment.

Joining Abby to discuss strengths is Sean Hall, CEO Energx and a leadership researcher, TedX speaker and Global Marketing Academy lecturer. Sean partners with brands such as Meta, Unilever, Diageo, Google, Wall Street Journal and more, to help leaders to enhance the wellbeing of their employees, "leaving them more well than when they found them".

In this episode, Sean discusses strengths, curiosity for your wellbeing, comparing yourself to others, assessing your strengths and why it's so important for you and others around you to have this self-awareness.

Plus Sean shares his experience of burnout and his advice for marketers of tomorrow.

You can take the assessment mentioned in this episode here http://thewholemarketer.pro.viasurvey.org

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Sean Hall | LinkedIn

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #110. This episode explores a technical area of latest thinking for marketers - 3 Dimensional marketing.

3D marketing is a fast moving, integrated communication approach that encompasses agile, test and learn ways of working in order to maximise a big idea or marketing assets. The 3 dimensional aspect comes from all marketing comms channels working cohesively to deepen and enrichen a brand story – and continue to build momentum afterwards – rather than working in silos.

To discuss, Abby is joined by Ben Carter, Global Chief Customer and Marketing Officer of CarWow, whose previous role included BetFair, Not On The High Street and Just Eat. Ben also has Chair and Non-exec NFP roles with the Lily Foundation and Women in Football.

In this episode, Ben explains his definition of 3D marketing, when it doesn't and doesn't work, the role of agency partners is 3D integrated campaigns and his advice to get started. Plus Ben's career journey from journalist to marketer and advice for marketers.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Ben Carter | LinkedIn

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #109. Business-to-Business marketing and the B2B customer journey is the technical skill explored in this episode.

B2B customer journeys can often been perceived as a Sales funnel. However, this approach is evolving as marketers begin to lead the commercial agenda and understand that today's journey is series of buyer conversations that are not predictable and require a longer-term relationship.

A leading voice in this area and Abby's guest expert is Antonia Wade, Global Chief Marketing Officer at PwC. Antonia is one of Marketing Week's top100 marketers and author of 'Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rates and build loyalty'.

In this episode, Antonia shares what today's B2B journey is (and what it isn't) and how the B2B buying journey has changed, which she has outlined in her book. She discusses the different phases, measuring success and clues you can look for that a buyer is moving from one stage to another. Plus, what inspired Antonia to write her book and career highs and lows

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Antonia Wade | LinkedIn

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #108. Marketing Effectiveness is the focus of this episode and a key technical skill for marketers to define, set, track and review KPIs in order to measure our performance vs our targets but also demonstrate how marketing has contributed to the wider business growth.

As marketing is increasingly leading the commercial agenda, it's key that we are able to demonstrate the effectiveness of our marketing investment at a strategic, tactical and campaign level and speak the language of finance and the Board, in order to bring key stakeholders with us on our marketing journey.

Abby's guest to discuss Marketing Effectiveness is Rachel Moss, Head of Marketing Strategy & Media at Camelot, who has played a significant role over the past decade to grow the National Lottery to its best ever brand health.

In this episode, Rachel shares her definition of what makes marketing successful in an organisation, understanding metrics and choosing KPIs – and why you shouldn't choose a KPI you don't know how to shift – and the importance of agency partners and inspirational briefing to get better outputs. Plus career highs and lows and advice for marketers

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Rachel Moss | LinkedIn

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #107. This episode discusses a technical skill on strategic insight, which is fundamental in building a long-term strategy that drives the commercial agenda.

Strategic insights form the basis of our strategic thinking – as marketers building the brands and businesses of tomorrow, we want to develop a long-term strategy that has the customer wants and needs at its heart. To do this we need access to data and actionable insight that can fuel our choices on markets, consumer needs, macro and micro trends, opportunities and threats, influences and how well we are placed to deliver against those.

To discuss Strategic Insight, Abby is joined by Strategic Insight Director, Febronia Ruocco, a passionate Insights consultant, mentor and Exec Coach who has worked with brands such as Twinings, GSK, Heineken and more.

In this episode Febronia discusses the role of strategic insight, how to get started, objectivity and biases, and working with strategic insight partners. Plus her career highs and lows and advice for marketers of tomorrow.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Febronia Ruocco | LinkedIn

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #106. The technical skill explored in this episode is Strategic Thinking -a fundamental skill for marketers to gain clarity on long-term choices and strategic direction in order to unlock the future growth of brands and businesses.

Joining Abby to explore this topic is Zoe Scaman, founder of strategy studio Bodacious, whose career spans across client-side, agency-side and consultancy for brands and businesses such as Nike, Netflix, EA Games, Unilever, Oatly and Mediacom.

In this episode, Zoe defines strategic thinking and some critical questions she asks during the strategic process (but why it's not a concrete framework). Zoe also shares her views on the marketing industry, why she champions optimism and generalists vs specialists. Plus career highs and lows and advice for marketers.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Zoe Scaman | LinkedIn

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #105. The technical topic in this episode is Decision Science and the role it plays in today's consumer buying behaviour.

Decision Science combines the learnings from neuromarketing, behavioural economics and cognitive, social & evolutionary psychology. It helps us to understand how our brains make our decisions and how marketers can practically apply this to grow the brands and businesses of tomorrow.

Abby is joined by her guest expert, Phil Barden, MD of DECODE marketing ltd and author of 'Decoded. The Science Behind Why We Buy'. Phil started his career client-side for global brands such as Unilever, Diageo and T-Mobile before setting up the UK arm of Decode to leverage decision science to increase marketing effectiveness and brand growth.

In this episode he explains what we now understand about the process for making decisions, busts myths about subconscious purchase behaviour and how to get started if you're a marketer new to decision science. Plus career highs and lows and advice for marketers.

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Phil Barden | LinkedIn

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #104. Season 6 returns with a leadership topic to support marketers to identify and develop their authentic leadership style.

Abby's guest in this episode is Gareth Helm, award-winning marketer and author of the Marketing Leader's Code: unlock your potential - learn the secrets of successful marketing leadership. His previous roles include Unilever, Innocent Drinks, Bear snacks, Tails.com, Zoopla, as well as Global Chief Marketing Officer for HomeServe. Today Gareth is a NED and Board Advisor for brands such as for Purple Bricks and Higgidy.

In this episode Gareth shares the principles and inspiration behind his new book, the 4 types of marketing leaders, the value of assessment and capability and why you should spend time building relationships. Plus Gareth shares his career highs and lows.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Gareth Helm | LinkedIn

The Marketing Leader's Code: Unlock your potential - Learn the secrets of successful marketing leadership: Amazon.co.uk: Helm, Gareth, Helm, Sophie: 9781908770318: Books

This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com