By CvE - Marketing Consultancy
Welcome to Time for a Reset Marketing Podcast, where we sit down with top marketing leaders representing the biggest and most beloved brands.
Our mission? To uncover the secrets behind
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The podcast currently has 78 episodes available.
“We have this obsession with the monetary outcome of retail media. And I think if we just focus on that, we'll lose sight of the importance of enhancing the customer journey and experience.” Amir Rasekh, Managing Director of Nectar360
In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Amir Rasekh, Managing Director at Nectar360, a fully integrated loyalty, insights, and media services company.
Amir challenges the narrow view of retail media as merely a conversion tool, highlighting its potential for brand growth when integrated across in-store, on-site, and off-site channels. They discuss the power of data in enhancing customer experiences and the importance of incorporating retail media into a well-balanced marketing mix. The conversation also covers the evolving industry, emphasising the need for leadership skills like continuous learning and creative problem-solving.
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Amir Rasekh is a strategic business leader with over 20 years of experience in fast-paced commercial environments, specialising in loyalty, data, and retail media. Currently leading Nectar360, Amir has played a pivotal role in launching and scaling data-driven marketing businesses. His expertise lies in harnessing first-party data to enhance customer engagement and experience. A former leader at Sainsbury's, Amir excels in building high-performing teams that drive strategic change and commercial growth. He holds a Bachelor of Arts in Marketing and is passionate about delivering measurable client impact.
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“The UK and US retail media landscapes are quite different. In the UK, we've seen a real focus on the in-store experience, whereas in the US, it's been much more digitally driven. But what's interesting is that these two landscapes are starting to converge.” Paul Frampton Calero, Global President, CvE - Marketing Growth Consultancy
In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with several industry experts at the MAD//Fest 2024 in London, including Ollie Shayer, Omni Media Director at Boots UK; Tash Whitmey, Group Director of Loyalty, Membership and CRM at Tesco; Amir Rasekh, Managing Director at Nectar360; and Ben O’Mahoney, AdTech & Data Partnerships Lead at Ocado Retail.
Join them as they discuss the growth of retail media in the U.K. and highlight the key differences between the UK and US landscapes. The panel explores the importance of customer-centricity, the role of ad tech in delivering personalised experiences, and the potential of AI to transform audience building, creative generation, and campaign performance. They emphasise the need for collaboration between retailers and CPG advertisers, focusing on trust, measurement, and innovation while highlighting self-serve platforms' growing role in the retail media ecosystem.
Here are some key talking points from the episode:
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“And I do think CFOs have kind of fallen in love with performance marketers because they'll walk in and be able to talk about this dollar drove this conversion, this ROIs. And that's really a CFO's dream. But in my mind, it's one conversation. Because also like you mentioned, Paul, when a consumer sees an ad on Instagram, they don't know if they're receiving an upper funnel brand building ad or a targeted communication to drive conversion. They just know they're seeing a message. And that's why I feel so strongly that we really need to be one team.” Melanie Huet, President of Brand Management and Innovation at Newell Brands
In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Melanie Huet, President for Brand Management and Innovation at Newell Brands, a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, and more.
Join us as Melanie delves into the dynamic world of marketing within the CPG industry, where she highlights the critical need for a unified brand strategy that seamlessly integrates performance initiatives with top-of-funnel marketing. Additionally, Melanie explores how data and technology are strongly making their way into CPG marketing. Melanie also touches on the attributes of tomorrow's senior marketer and the challenges of staying relevant in the marketing industry.
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Melanie brings over 25 years of commercial leadership experience from top companies like Unilever, Kimberly-Clark, and Kraft Heinz, where she successfully revitalized several iconic brands. Before joining Newell Brands, she served as the first Chief Marketing Officer at Serta Simmons Bedding, leading a transformation from a sales-driven to a consumer-focused approach. Her success in this role led to her promotion to EVP, Chief Commercial Officer, where she oversaw the enterprise revenue and reshaped the sales organization.
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"I think marketing really needs to be recognised as commercially contributive. I think it needs to be recognised as a function that is driving the business forward, that is driving the organisation forward.” Lara Dewar, CMO of GSMA
In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Lara Dewar, CMO of GSMA, an organisation that represents the interests of mobile network operators worldwide.
Join us as Lara shares her diverse career in financial services, telecom, and charity, highlighting her work at World Vision Canada. She stresses redefining marketing as a strategic discipline crucial for reputation management and brand stewardship while emphasising the CMO's role in strategic discussions and proving marketing's value. Paul and Lara discuss the challenges CMOs face and AI's impact on the mobile industry. Lara advocates for ethical AI practices and democratising access to innovation. The conversation underscores the importance of CMOs being strategic, visionary, creative to address societal issues, with a focus on continuous learning and networking.
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Lara is an inspiring leader, connector and innovator. With over 20 years of experience across the financial services, energy, charity and telecoms sectors, she has challenged the status quo, leveraged market opportunities, repaired damaged reputations and successfully led through crisis situations.
An impactful Executive who combines strategic insight, a deep understanding of purpose and an engaging communication style to connect the vision to the people and deliver meaningful results for stakeholders. Lara thrives in complex environments and is highly adept at building relationships and growing influence across global structures.
Her work has included attracting new and innovative Partners and ambassadors such as Meghan Markle, Twitch, Universal Music, and Omaze.
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"The future of marketing is really about being able to anticipate consumer needs and being able to leverage technology to meet those needs.” Reinaldo Padua, Chief Brand Officer at Beliv
In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Reinaldo Padua, Chief Brand Officer at Beliv a company creating magic with products customised for the Latin American market. . Join them as they discuss the importance of building powerful brands that can command future growth, the role of AI in marketing, the importance of data in CPG marketing, and the significance of motivation and purpose when working with millennials.
Reinaldo advises focussing on leading indicators of growth and profitability and combining these with lagging indicators to demonstrate brand investment value to stakeholders. He stresses staying close to cultural shifts to connect with diverse demographics and mentions using AI tools for data analysis. He also explores AI in content generation, especially for brands with low budgets.
Here are some key talking points from the episode:
Reinaldo is the Chief Brand Officer at Beliv Company, a bevtech present in more than 30 countries in the Americas and around the world, with the mission of fulfilling the needs of consumers worldwide through healthy products and winning value propositions rooted in a Latin American DNA.
Reinaldo is an experienced global marketing leader passionate about growing consumer-oriented brands and businesses. He is energised by tackling complex business issues and solving them with holistic, disruptive, yet pragmatic solutions. He has more than 20 years of experience leading the development of growth, marketing, and commercial strategies for global food, beverage, QSR, and telecommunications brands in over 40 different countries. He is energized by tackling growth challenges from a holistic, disruptive, and pragmatic perspective alongside agile and innovative teams.
Throughout his career, Reinaldo has had the opportunity to drive positive changes in global companies like Procter & Gamble, Kraft Foods, AT&T, Zyman Group, and Coca-Cola, thanks to portfolio strategies, segmentation, innovation, and digital marketing.
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"Marketing is definitely an art and a science. There's an element of creativity and coming up with ideas and concepts, but the science part is essential. The science is about understanding your data and your customers and then using those insights to craft your creative process and deliver the right message to the right customer at the right time." Ollie Shayer, Omni-Media Director at Boots UK.
In this episode of Time For a Reset Marketing Podcast: Insights from Global Marketers, brought to you by CvE Consultancy, host Paul Frampton connects with Ollie Shayer, Omni-Media Director at Boots, the 175-year-old UK health and beauty retailer and pharmacy chain. Join them as they discuss the fascinating role of an Omnichannel Media Director and how they balance art and science in marketing. Explore the impact of technology, data-driven strategies, and AI on the industry while gaining valuable insights into creating personalised experiences, the role of data in product marketing, and the responsibility of companies like Boots in safeguarding their customers’ data to maintain their customer trust.
Here are some key talking points from the episode:
Listen to this captivating conversation between Paul Frampton and Ollie Shayer. It provides advice for future CMOs and a glimpse into the evolving retail industry.
As the Omni-Media Director at Boots UK, Ollie Shayer brings over 20 years of expertise in the media industry, spanning FMCG, retail, and e-commerce across Europe, the US, LATAM, and APAC regions. At Boots, Ollie is at the forefront of driving a consumer-centric, omnichannel media agenda, overseeing both the consumer media strategy and the retail media group.
Ollie is recognised as a thought leader in the industry, a sought-after keynote speaker, and a presenter at prestigious global events. The industry has recognised his work, and his accolades include being named New Digital Age Brand Hero 2023, the PMW Power 100 in 2023 and 2024, and Campaign’s 40 Under 40 award in 2024. He is also a member of Future 100 Media Club.
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“I think retail media has become a hot topic for several reasons. One is, obviously, the deprecation of cookies and the privacy changes. So, advertisers are looking for new data sources, and retailers have incredibly rich consumer data.” Carl Carter SVP of Media & Analytics at Circana
In this episode of Time For a Reset: The Marketing Podcast with Global Brand Leaders, host Paul Frampton connects with several industry experts at the MAD//Fest 2024 in London, including Dean Harris, Retail Media Leader at Co-Op Media Network; Ollie Shayer, Omni Media Director at Boots UK; Carl Carter, SVP of Media & Analytics at Circana; and Jill Orr, Managing Director Enterprise EMEA at Criteo, to discuss the hot topic of retail media. Join them as they discuss the rising interest in retail media and the driving factors behind this growth. Learn about the importance of high-margin revenue for retailers and the significance of understanding buyer behaviour. Discover how retail media can target precise audiences, measure and reassure advertisers, and improve consumer understanding.
Here are some key talking points from the episode:
Dean Harris is the Retail Media Leader at Co-Op Media Network
Ollie Shayer is the Omni Media Director at Boots UK
Carl Carter is the SVP of Media & Analytics at Circana
Jill Orr is the Managing Director of Enterprise EMEA at Criteo
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“As marketers, we have to be able to adapt and be flexible. We have to be willing to experiment and try new things because the tools and technologies are changing so rapidly.” Michael Smith
In this episode of Time For a Reset: The Marketing Podcast with Globa Brand Leaders, host Paul Frampton connects with Michael Smith, CMO of NPR, the National Public Radio, which is a non-profit media organization. Join them as they discuss the challenges of brands taking stands on social issues, the role of brands in supporting underrepresented groups, and the impact of technology on marketing. They emphasise the importance of staying connected and relevant to consumers and adapting to new tools and technologies. Don’t miss out on this insightful conversation to stay ahead in the dynamic landscape of marketing!
Here are some key talking points from the episode:
Michael is an accomplished executive and recognised thought leader in brand marketing, content development and production, OTT digital streaming, and podcasting. He is highly regarded for providing strategic vision and inspirational and collaborative leadership in the development and launch of media content while continually leveraging the new ways people consume content.
As the Chief Marketing Officer at NPR, he leads the organisation’s brand marketing, audience growth, and consumer product initiatives. He has introduced several impactful and award-winning campaigns for NPR Podcasts (“More Voices, All Ears”) and NPR Brand (“What You Hear Changes Everything”) that increased brand awareness, familiarity, and engagement among younger and more diverse audiences.
Michael has over 30 years of experience in entertainment, brand marketing, content, digital, and revenue-generating brand extensions. He has also led marketing teams at companies like Scripps Network Interactive and Food Network.
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“Anyone can actually produce really high-quality content right now and marketing campaigns. And I think that is putting smaller companies or more agile companies in a good position.” Lars Silberbauer
In this episode of Time For a Reset: The Marketing Podcast with Global Brand Leaders, host Paul Frampton connects with a range of industry experts at Cannes Lions Festival 2024, including Lars Silberbauer, Philippa Tilley, Jerry Daykin, Fiona Davis, and Stephani Estes. Join them as they discuss the growing concern around digital overconsumption and the need for more balanced experiences with technology, sustainability in marketing, and the democratisation of tools like AI. They also explore the role of marketing in driving growth and creating value, emphasising the importance of creativity that drives results and the need for marketers to focus on metrics that demonstrate business impact.
Here are some key talking points from the episode:
Lars Silberbauer is the CMO of HMD & Nokia Phones, and is known for leading digital transformations for world-renowned brands.
Philippa Tilley is Head of Brand, Radiant & Care at Unilever, and has nearly twenty years experience across marketing strategy, brand craft, and innovation development.
Jerry Daykin is the Fractional Digital Transformation, Partnerships & Responsible Media Lead at PepsiCo, and Fractional Chief Marketing & Strategy Officer at Adfidence.
Fiona Davis is Global VP of Growth at CvE, and helps customers build scalable marketing and media strategies to drive their business growth goals.
Stephani Estes is Chief Media Officer at Goodway Group, a prominent marketing agency.
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Welcome to Time for a Reset: The Marketing Podcast with Global Leaders, where we sit down with top marketing leaders representing the biggest and most beloved brands. From understanding shifting consumer behavior to recognizing the increasing importance of marketing in driving business growth, our podcast delves deep into the strategies and insights that are shaping the future of marketing.
In this special episode, we look at what different senior marketers would like to RESET in marketing. From the dynamic intersection of purpose and profit to the transformative power of marketing in today’s digital landscape, this episode blends the art of brand purpose with the science of business-centric strategies. We’ll dissect the complexities of marketing jargon, advocate for simplicity, and discuss the evolving role of marketing in fostering customer well-being and long-lasting relationships.
Join us as we also address the creative reset needed to enhance storytelling, the saturation of media in consumer spaces, and the critical need for accurate cross-channel measurement. Stay tuned for an insightful episode that promises to reshape your vision of the Future of Marketing.
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The podcast currently has 78 episodes available.