The Marketing Hustle: Brand of the Match

Lottie Unwin

What if you supported a brand the way you support a football team?

That's the question at the heart of Brand of the Match, a mini-series from The Marketing Hustle where host Lottie Unwin goes head to head with brand strategist Joel Marlinarson to debate the brands winning hearts, minds and market share.

Think whistles, yellow cards, and genuinely heated disagreements about who's doing it best.

Each episode, they pick a category, weigh up the contenders, and make the call.

Episodes drop Wednesday every week - LET THE GAMES BEGIN🎙️

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21 episodes
Updated Wednesday
Explicit

Episodes21

Newest first

Wednesday · 20 min
PerfectTed's LinkedIn Culture, Currys' Employee Content and Grace Beverley's Personal Brand Empire | Brand of the Match
"A personal brand is not you posting cocktails on holiday." That's the opening jab in round five of Brand of the Match. This week's fight: who's the true champion of personal brand.Personal brand is the intentional building of an individual's profile to drive a business, career or commercial outcome, not just having a reputation or a following. In the fifth episode of Brand of the Match, Lottie and Joel put personal brand under the microscope, from Emma Grede's step into the limelight to promote her book after decades building brands behind the scenes, to Grace Beverly's radical transparency around motherhood, to SheerLuxe's internal agency model that turned staff into influencers and sold the business for a reported £40 million. Along the way they cover PerfectTed's LinkedIn culture and its Steven Bartlett origin story, Currys' employee generated content and the fallout between Dr Miami and a former employee over incentives and credit. By full time, there's only one winner. Do you agree with the result? Tell them in the comments. This episode is brought to you by Stickybeak, rapid consumer research built for FMCG marketers. Test packaging, concepts and campaigns with real people in under 48 hours. Find out more at stickybeak.co. Follow Brand of the Match: Joel Bjarni Marlinarson: Instagram & TikTok @coldestjoel, LinkedIn Joel Bjarni Marlinarson Lottie Unwin: Instagram @lottieunwinmarketing, TikTok @lottieupworld, LinkedIn Lottie Unwin Subscribe wherever you're listening, it makes a huge difference to the show.Timestamps: 00:00 - Coming up on Brand of the Match 00:47 - "May the best player win" 00:53 - Kick-off: Champion of Personal Brand 01:04 - Defining personal brand 01:21 - Counter: it's not just having followers, it's intentional business-building 01:43 - Yellow card: everyone already has a personal brand 02:36 - Yellow card volley: reputation versus personal brand for professional gain 03:10 - Landing on a shared definition 03:23 - Special mention: Emma Grede stepping into the limelight 04:36 - Grace Beverly and documenting motherhood in real time 06:03 - The moment of restraint: choosing not to share more 06:36 - Personal brand has to be intentional, not just engagement bait 07:08 - The hidden cost: emotional weight and thick skin 08:15 - Personal brand as a career necessity, especially on LinkedIn 08:48 - SheerLuxe: turning employees into influencers 09:55 - How SheerLuxe made it work: willing faces and a 20% cut 10:26 - Founders who treat personal brand as a threat 12:11 - Halftime: word from Stickybeak 12:22 - Second half: PerfectTed's Heinz collab, real or not 12:45 - The Steven Bartlett Vegas story behind PerfectTed's culture 13:23 - Personal brand only works with a genuine incentive 13:37 - Case study: Dr Miami and a former employee's fallout 14:14 - Should personal brand talent be on contractual terms 14:33 - Lottie's own experience: mandating it failed, fostering it worked 15:48 - Where the line sits: a photo versus scripted influencer work 15:59 - Currys' employee generated content and its enterprise value 16:28 - The risk of resentment, and AI-generated employees 16:39 - Shout out: Laura Roman of Up Talent 16:56 - Final whistle for this round 17:23 - SheerLuxe crowned Brand of the Match 17:39 - The British Airways deals, the 20% cut and the reported £40 million sale 18:07 - Crystal ball: personal brand still rare, but not for long 18:31 - Prediction: personal brand written into employment contracts 18:51 - Prediction: a personal brand strategist in every department 19:13 - Prediction: the return of the publicist 19:54 - Outro and how to follow the show
July 29 · 25 min
Which Brands Are Doing Viral Right? Jet2 Holiday, KFC's Pickle Jacket and Liquid Death's $450 Ozzy Osbourne Cans | Brand of the Match
Virality is reach beyond the people who already follow you, whether that's a video hitting a million views or an idea landing at the school gates. In the fourth episode of Brand of the Match, Lottie and Joel put virality under the microscope, Nothing's tech-brand-as-fashion-house TikTok strategy, to the real-or-engineered debate behind the KFC pickle jacket and the McDonald's CEO's burger bite. Along the way they cover Jet2's missed chance to turn Jess Glynn's holiday moment into a brand world, Wendy's sassy customer service voice, IKEA's Punch the Monkey turnaround, TOTM's period care regulation petition, and Liquid Death's $450 Ozzy Osbourne "DNA" cloning cans. By full time, there's only one winner. Do you agree with the result? Tell them in the comments. This episode is brought to you by Stickybeak, rapid consumer research built for FMCG marketers. Test packaging, concepts and campaigns with real people in under 48 hours. Find out more at stickybeak.co. Follow Brand of the Match: Joel Bjarni Marlinarson: Instagram & TikTok @coldestjoel, LinkedIn Joel Bjarni Marlinarson Lottie Unwin: Instagram @lottieunwinmarketing, TikTok @lottieupworld, LinkedIn Lottie Unwin Subscribe wherever you're listening, it makes a huge difference to the show. Timestamps:00:00 - Coming up on Brand of the Match00:47 - "May the best player win"00:49 - Kick-off: Champion of Virality01:00 - Defining virality on short-form platforms01:54 - Virality as an idea, not just content: KFC's chicken shortage02:36 - It's the message that goes viral, not the messenger03:16 - Red card: "most brands know what's going to go viral"04:06 - Rimowa's DJ bag-fire backlash and the luxury risk04:33 - Compared to the Stanley Cup car-fire story04:41 - Red card: crediting the craft behind on-brand virality06:04 - Off-brand virality is hard too, and the case against rage bait06:37 - Wendy's Amy Brown and the individuals behind viral moments07:18 - IKEA's Punch the Monkey and Alisa Wardrope08:02 - Yellow card: nominating Nothing08:33 - Nothing's scrappy TikTok versus polished Instagram09:15 - Real or engineered: the KFC pickle jacket and McDonald's CEO10:17 - Counter: the follow-up is what makes McDonald's work11:07 - Jet2 and Jess Glynn's missed brand-building moment12:20 - Timing and red tape in big organisations12:48 - The lottery numbers metaphor for irrelevance versus risk14:12 - Everyone's a marketing expert now15:14 - The rotating-approver hack for cutting red tape15:59 - First impressions, and why not everything should go viral16:01 - Halftime: word from Stickybeak17:14 - Second half: Toot's period care petition18:01 - Shout out: Holly Ricks, Lizzie Steno and 17,000 signatures19:03 - Word of mouth: the WhatsApp group test19:56 - Why comment counts are a poor audience proxy20:19 - Liquid Death's $450 Ozzy Osbourne "DNA" cans21:36 - Red card: compared to Sydney Sweeney x Dr Squatch22:19 - Final whistle for this round22:44 - Nothing crowned Brand of the Match23:06 - Crystal ball: brands admitting virality hasn't served them24:08 - Prediction: valuing sustained strategy over viral hits25:00 - Outro and how to follow the show
July 22 · 30 min
The Best Social Campaigns Right Now: Apple, Sult, Gap, Bold Bean and more!
Brand of the Match is back for round three, and this one's a scrap. Lottie Unwin and Joel Bjarni Marlinarson take on social campaigns: the channel everyone thinks they understand and almost nobody gets right. A social campaign isn't a TV ad reposted on Instagram. It's built for social, from the ground up, with social as the destination. This week Lottie and Joel go head to head on Apple's unhinged new TikTok tone for the MacBook Neo launch, Hair Syrup's Dragon's Den underdog story turned comment-section cult following, Sult's founder-led rise on the back of co-founder Millie Goldsmith's own audience, All Things Butter and Bold Bean's recipe feeds that have become destinations in their own right, QuickBooks Studios' surprisingly brilliant YouTube series for creators, Duolingo's retreat from the unhinged tone it invented, Blank Street, Gap, OpenAI and more! Only one brand walks away crowned Brand of the Match. This episode is brought to you by Stickybeak, rapid consumer research built for FMCG marketers. Test packaging, concepts and campaigns with real people in under 48 hours. Find out more: stickybeak.co 0:00 — Intro: how the show works, red cards, yellow cards and the whistle 0:49 — Kick-off: Round three, Champion of Social Campaigns 1:07 — Defining a social campaign: content built for social as the destination 2:14 — Format switch for this round: pitch and judge Apple's TikTok reinvention for the MacBook Neo launch Yellow card: has Apple gone to "TikTok therapy" far too late Apple's defence: product-specific, and a hedge against losing the AI race Hair Syrup's Dragon's Den underdog story and comment-section community 8:49 — Segue into Salt Salt's colour ownership, founder pull and the case for radical transparency Does social buzz actually convert, and Salt's messaging gaps 14:11 — Half-time: the Stickybeak ad break 15:24 — Second half: All Things Butter and Bold Bean as recipe-content destinations Boring businesses doing brilliant social: QuickBooks Studios on YouTube Duolingo pulling back its unhinged tone of voice for Gen Alpha Blank Street's Affogato Ball, treated like a fashion drop Built's comedy writers' room and Gap's new chief entertainment officer Gap's nostalgia-led comeback, leaning on Kelis's "Milkshake" OpenAI's nostalgic art direction, winning the heart over the spec sheet 27:18 — Final whistle and verdict 27:51 — Red card: Bold Bean, for lacking episodic follow-through 28:11 — Gap crowned Brand of the Match for Social Campaigns 28:44 — Predictions: Snapchat, LinkedIn and Franco Manca's Strava play 29:53 — Prediction: more behind-the-scenes education on what a campaign actually takes 30:22 — Outro and how to follow the show Joel Bjarni Marlinarson — Instagram & TikTok: @coldestjoel | LinkedIn: Joel Bjarni Marlinarson Lottie Unwin — Instagram: @lottieunwinmarketing | TikTok: @lottieupworld | LinkedIn: Lottie Unwin Subscribe wherever you listen, and drop a comment if you think we got the verdict wrong. In This EpisodeFollow the Show
July 15 · 27 min
Rhode's Pimple Patches, Pip & Nut's Squirrel and Canva's Giant Billboard...Who is Champion of Out of Home?
The Marketing Hustle, Brand of the Match. Champion of OOH. Brand marketers have always argued about the best campaigns down the pub. Now Lottie Unwin and co-host Joel Bjarni Marlinarson are doing it properly, with red cards, yellow cards and a full-time whistle. Out of home covers billboards, installations and anything you see out and about. But in the age of social, OOH is now curated to travel well beyond its physical location. In the second episode of Brand of the Match, Lottie and Joel put out of home under the microscope. It's a channel as old as advertising itself, from Surreal's LinkedIn-native billboard mockups and Canva's genuine "make the logo bigger" takeover of Waterloo station, to TfL and Heineken Zero's confusing Bakerloo Line rebrand, to Rhode's headline-grabbing pimple patches at Coachella. Along the way they cover Pip & Nut's decade of the same squirrel, Lime Bike's reactive dig at London's tube strikes, Turo's shot at stealing Zipcar's audience, and Nike's provocative takeover of the London Marathon. By full time, there's only one winner. Do you agree with the result? Tell us in the comments. This episode is brought to you by Stickybeak, rapid consumer research built for FMCG marketers. Test packaging, concepts and campaigns with real people in under 48 hours. Find out more at stickybeak.co. Follow Brand of the Match: Joel Bjarni Marlinarson: Instagram & TikTok @coldestjoel, LinkedIn Joel Bjarni MarlinarsonLottie Unwin: Instagram @lottieunwinmarketing, TikTok @lottieupworld, LinkedIn Lottie Unwin Please subscribe wherever you're listening, it makes a huge difference to the show. Timestamps:00:00 - Coming up on Brand of the Match00:47 - Countdown into round two00:53 - Kick-off: Champion of Out of Home01:15 - Out of home as old as advertising itself02:31 - Joel's spectrum: from LinkedIn mockups to full-spend campaigns03:25 - Surreal's copywriting-led fake billboards04:05 - Canva's real Waterloo station takeover05:38 - TfL x Heineken Zero's Baloo line rebrand07:24 - Rhode x Coachella's pimple patch stickers10:34 - Half time: word from Stickybeak11:45 - Second half kicks off11:55 - Pip & Nut's squirrel and the case for consistency14:11 - Lime Bike's reactive tube strike ads15:11 - Turo's dig at the collapsing Zipcar18:03 - Nike's London Marathon takeover23:01 - Final whistle for this round23:17 - Pip & Nut crowned Brand of the Match23:54 - Looking ahead: the future of out of home26:45 - Outro and how to follow the show
July 8 · 26 min
KitKat's Stolen Lorry, Pret & Poppi, On & Zendaya...who is the Champion of Partnerships?!
Welcome to Brand of the Match, a new series from The Marketing Hustle. Lottie Unwin is joined by co-host Joel Bjarni Marlinarson (founder of Coldest Creative) to debate which brands are playing the partnership game best, red cards, yellow cards and all. This week's category: Partnerships. Lottie and Joel go head to head on Diet Coke x The Devil Wears Prada, Kit Kat's "stolen lorry" stunt, the London Marathon activations from Adidas, Nike and Hoka, Poppi's launch into Pret, Lucky Saint x Lime Bike, Unplugged x Damson Madder and Zendaya x Law Roach for On. One winner gets crowned Brand of the Match. Thank you to our sponsor Stickybeak — rapid consumer research built for FMCG marketers. Test packaging, concepts and campaigns with real people in under 48 hours.Find out more: stickybeak.co 0:00 — Intro: Lottie's background and the new co-host format 0:26 — Joel introduces Coldest Creative and the "brands as football teams" idea 0:47 — How the show works: red cards, yellow cards, the whistle and Brand of the Match 1:44 — Kick-off: Round one, Partnerships Diet Coke x The Devil Wears Prada, and why it works when partnerships are the core of the idea, not an afterthought Kit Kat's "stolen lorry" stunt and moving at social speed London Marathon 2026: Adidas, Nike, Hoka and Wild Deodorant's last-minute activation Why behind-the-scenes content is now outperforming the polished final asset 10:22 — Half-time: the Stickybeak ad break 11:35 — Second half: Poppi's launch into Pret, and whether it's a smart distribution play or a brand risk Lucky Saint x Lime Bike, and building partnerships around habits people already have Unplugged x Damson Madder's single-cabin collaboration M&S's compliments campaign and the power of employees posting before the brand does Zendaya x Law Roach for On, and the satirical "assistant" framing Jacquemus and his grandmother: legacy as a partnership hook Predictions: employee-led campaigns and the rise of "pay to access an audience" partnerships 23:05 — Final whistle and verdict 26:13 — On, with the Zendaya x Law Roach campaign, is crowned Brand of the Match 26:22 — Outro and how to follow the show Drop us a follow! Joel Bjarni Marlinarson — Instagram & TikTok: @coldestjoel | LinkedIn: Joel Bjarni Marlinarson Lottie Unwin — Instagram: @lottieunwinmarketing | TikTok: @lottieupworld | LinkedIn: Lottie Unwin Subscribe wherever you listen, and drop a comment if you think we got the verdict wrong.
March 18 · 42 min
She Learnt to Code on Mat Leave: Building a Global Tech Platform - Sara Tateno, Happity’s Founder - Ep 76
Today’s guest is Sara Tateno, founder of Happity – the platform helping parents find baby & toddler classes while powering thousands of small but mighty businesses behind them. Sara didn’t come from tech, but a second pregnancy, a house move and the panic of “how will I cope this time?” led her to spot a huge, overlooked problem: why was it still so hard to find local classes in the age of smartphones and slick consumer apps? With a management consulting background, Sara could see the commercial opportunity instantly... millions of children, hundreds of classes per neighbourhood, and class providers trying to scale with no proper booking, data or marketing tools. But the people feeling this pain were new parents without access to capital or tech skills. So she decided to become the technical founder herself. In this conversation, Sara shares how she went from BBC strategy to Google’s startup incubator for parents, discovered coding through a “bring your baby” learn-to-code group, and then enrolled in an intense 12‑week bootcamp while her husband took shared parental leave. She built the first version of Happity herself, pulled in classmates to help, and used that prototype to prove there was both a deep emotional need (maternal mental health, community, connection) and a serious global business. We talk about what it really looked like to build a remote-first, flexible company pre‑pandemic, not as a lifestyle perk, but as a way to access incredible, often “overqualified” talent who were being locked out of traditional roles because of rigid working patterns. Sara shares the reality of recruiting parents hungry for meaningful work, the uncomfortable dynamic of turning down high-calibre applicants for low-paid roles, and how that revealed just how broken the flexible work market really was. We also get into the messy bits: launching the site while her daughter was in and out of hospital with appendicitis and how those moments forced her to recalibrate boundaries around family time, school holidays and presence at home. We explore how she and her co-founder restructured their own work to protect both the business and their mental health – and why she believes founders and investors need to talk far more honestly about burnout, caregiving and sustainability. Finally, we zoom out to the industry. Sara unpacks the “cutesy” stigma around businesses focused on babies and mums, and why the term “mompreneur” has been so dismissive of entrepreneurs running genuinely large, often international operations in this space. She explains why impact community, maternal mental health and connection isn’t a side-story but the backbone of Happity’s commercial strategy, and how investor attitudes to “impact + returns” have shifted since they first started fundraising. We also dive into: How a Google incubator for parents and a remote accelerator opened doors that would otherwise have stayed shut Why learning to code changed Sara’s mindset as a founder and why “I don’t know yet, but I’ll figure it out” is the ultimate entrepreneurial skill What it’s really like to go through an intensive bootcamp with a newborn at home – and why she doesn’t romanticise it The trade-offs, mistakes and course corrections she’s made as a mum and founder (including the ones she still thinks about) Why 97% of Happity’s traffic is organic and what that says about building products that meet a truly urgent need The nuances of marketing to mums: clarity over fluff, “trusted friend” over judgement, and brutally honest usefulness over cutesy pastel brand-speak This is a powerful, unvarnished look at how Sara built a serious tech business from the most “domestic” of problems and why motherhood can be a catalyst for bigger, not smaller, ambitions.
March 4 · 49 min
Motherhood, Anxiety & Career: Coming Back Stronger - Jade Howes, Little Freddie's Brand Marketing Lead - Ep 75
Today's guest is Jade Howes, Brand Marketing Lead for Little Freddie and an experienced marketer who parented through different corporate environments. In this raw and honest conversation, Jade dives into the difficult and often isolating journey of working motherhood. She shares her experience navigating formal and informal support systems at both a massive corporate business (Unilever) and a smaller, founder-led company (Little Freddie). Jade talks candidly about the fear and "self-inflicted" anxiety around pregnancy announcements early in her career, confronting the "stigma against young mums," and the huge challenges of returning to a restructured, remote work environment on the literal first day of lockdown. She also shares the deeply isolating experience of managing Hyperemesis Gravidarum during her second pregnancy and the lack of support and understanding for this "crippling condition." Despite the hardship, Jade reveals the profound, almost "oxymoronic" truth: facing these challenges created a "powerhouse of a skillset" that ultimately fuelled her professional confidence and drive. We also dive into: The difference between formal support in large corporates and the "freedom of expectation" in smaller businesses. Why the internal pressure and fear of judgement were tougher than any reality at work. How enduring Hyperemesis Gravidarum became a tipping point for self-belief. The "Phoenix Imposter Syndrome" and the continuous, complex web of "mum guilt." This episode is a must-listen for anyone who understands that parenting and career success is less about "having it all" and more about muddling through a "whole hot mess." As mentioned in the episode, for support regarding Hyperemesis Gravidarum, here is the link to the charity: Pregnancy Sickness Support
February 18 · 58 min
She submitted an MBA paper while being induced - Jo Wong, CEO and Founder - Ep 74
This episode's guest is Jo Wong - a commercial leader turned founder whose career spans Estée Lauder, People Care Planet Care, and now a consultancy supporting Black women to access capital and grow their businesses. But this conversation isn’t just about career success. It’s about what happens when life stacks everything at once, and you still have to keep going. Jo found out she was pregnant just days after being accepted onto an Executive MBA. What followed was a period of intense challenge: navigating pregnancy without ADHD medication, completing her MBA while raising a newborn, experiencing postpartum anxiety, and facing redundancy while on maternity leave. But this isn't a story isn’t about burnout. It’s about resilience. Jo reframes motherhood not as something that slows you down, but as something that fundamentally changes your capacity as a leader, as a person, and as someone navigating ambition. We talk about the “marathon of resilience” that starts long before the baby arrives, the pressure women feel to prove themselves, and the moment when success shifts from titles and recognition to something much more personal. We also dive into: Why motherhood can make you a stronger leader (not a less ambitious one) What it really looks like to do an MBA with a baby ADHD, pregnancy and postpartum and how neurodiversity shows up in motherhood The reality of postnatal anxiety and why it’s often misunderstood Why you need to “get your pink back” after having a baby How to set boundaries that actually hold between work and life Building community as an expat mum Redefining success beyond titles, pay and external validation This is a conversation about identity, ambition, and learning how to hold multiple versions of yourself at once - without losing who you are.
February 4 · 1 hr 1 min
Getting Pregnant Was Her Best Leadership Decision - Amelia Christie-Miller, founder of Bold Bean Co - Ep 73
This episode The Maternity Hustle is called “Getting Pregnant Was Her Best Leadership Decision” and we’re thrilled to be joined by Amelia Christie-Miller, founder of Bold Bean Co. Amelia was around six weeks away from her due date and deep in the most intense version of “the messy middle”. Amelia was at that very specific founder crossroads: the business was growing, big brand moments were landing (including a major book launch and PR push), and she’d just made her biggest hire yet - a new Marketing Director - right as she was preparing to step back for maternity leave. Terrifying? Yes. Also potentially the best thing she could have done for the business. In this conversation, we go beyond the surface-level “how are you feeling?” and get into the operational and emotional reality of pregnancy as a founder: the transition period before the baby arrives, why coming off Slack and email matters, how to set escalation points so you can truly switch off, and the pressure women feel to perform ambition while becoming a mum. Amelia shares why she wants to take 3–4 months out (and prove that founders don’t have to be on investor calls two weeks postpartum), how pregnancy has already changed the way she leads, and why she’s intentionally building maximum self-compassion into her plan - so she doesn’t trap herself in promises she might not be able (or want) to keep. We also talk about how moving to Barcelona changed everything: boundaries, pace, childcare infrastructure, and the cultural difference of living somewhere where families are actually supported. It’s a sharp contrast to the UK, where even high-performing founders still feel the financial pressure of childcare - and where the lack of structural support quietly shapes women’s career decisions years before they ever have kids. Finally, we get into Bold Bean itself: what it looks like to scale a brand that’s grown through organic PR and community magic, why the next stage may require changing gears (without losing the soul), and how stepping away can create the vacuum that lets a team thrive. We cover: Planning maternity leave as a founder: the “wind-down” before birth and the return-to-work transition Hiring a Marketing Director right before mat leave (and why it might be the best forcing function) The “power woman” pressure vs the reality of what you actually want Identity, ambition, judgement, and modelling what’s permissible for your team UK vs Spain: maternity cover, childcare costs, and the culture of family support Scaling Bold Bean beyond early adopters while protecting the magic The most underrated advice: “There’s never a good time” + “Good enough is good enough” If you’re a founder, marketer, or ambitious woman thinking about kids - or already navigating it - this episode will feel like someone finally said the quiet part out loud. 🎙️ New episodes every fortnight.
January 21 · 1 hr 2 min
Pregnant, Fundraising and Running a Startup with Luna Daily CEO Katy Cottam - Ep 72
Luna Daily CEO & co-founder Katy Cottam joins The Maternity Hustle to talk about fundraising while pregnant, building a maternity plan A/B/C, and why you don’t need to apologise for a life stage that can actually make you a better founder. Expect real talk on gender politics, returning to work, and the systems that make stepping back possible. Welcome to our first interview in this season of The Maternity Hustle - a series about marketing, working life and motherhood, and the real juggle in the messy middle. This week, Lottie is joined by Katy Cottam, CEO & co-founder of Luna Daily, the women’s body care brand tackling taboo categories (and one that got Lottie through pregnancy and early motherhood). Katy shares what it’s really like to navigate pregnancy as a founder in growth mode - from the fear of telling investors and team, to choosing transparency anyway, and discovering that the response can be far more positive than the doom-and-gloom narrative suggests. They also get into the operational reality: how you plan for time away when you can’t truly plan for birth, recovery, or what you’ll want to do on the other side - and how maternity can fast-track the hires and structure your business needed anyway. The conversation goes deeper into the stuff founders don’t say out loud: fertility anxiety, imposter syndrome building a maternity range before becoming a mum, the gender politics of who “gets” to take time off, and why “maternity leave” is a misleading phrase when the job is 24/7. It’s funny, honest, practical - and ultimately a rallying cry to own the moment, build the plan, and come back stronger. We also dive into: Telling investors you’re pregnant mid-fundraise (and why transparency can build trust) The “plan A/B/C” approach for founders who can’t predict recovery or capacity How maternity can force the business to grow up: roles, responsibilities, and stepping back Why buying for the mum matters (and why the support drop-off happens after the first few weeks) Gender roles, breastfeeding, and the reality of shared parental leave in the UK Writing parental leave policies in a startup: what’s possible vs what’s right Practical advice: process mapping, under-promising, and setting yourself up to return well
January 7 · 47 min
The Marketing Mindset That Makes You a Better Mum - Ep 71
Motherhood is a hot mess of love, guilt, change and tiny decisions… and it turns out an “agile marketing mindset” might be one of the most useful tools you’ve got. In this episode, Anna from Sticky Beak flips the script and interviews you on cognitive load, mum guilt, identity shifts, and why building a village matters more than perfect routines This episode kicks off a slightly different kind of series: not just marketing, but marketing, working life, and motherhood - the real juggle in the messy middle. Joined by Anna from Stickybeak.co, we unpack what the early weeks of parenting actually feel like: the speed of change, the identity whiplash, the guilt of not loving every second, and the relief that comes with finally getting small pockets of time back. We’ll explore how motherhood reshapes behaviour in surprising ways - from “one hand scrolling, one hand feeding” to becoming an online grocery shopper whose basket is basically a locked favourites list (and what that means for brands trying to break into a closed circle). Our conversation explores the emotional and practical reality of cognitive load: why your brain feels like mush, why things drop, and why it doesn’t mean you’re failing - it means you’re carrying a lot. The big through-line is this: the skills that make you a brilliant marketer (curiosity, testing, learning fast, asking questions, adapting) can make you a more confident parent too. And equally, parenting teaches you resilience, decision-making and self-trust in a way work rarely does. It’s an honest, funny, reassuring conversation about building systems without losing softness - and remembering you don’t need to do everything, you just need to do what’s right right now. We also dive into: The guilt spiral: wanting to be present and wanting to work - and why both can be true How cognitive load shows up in real life “Testing the edges”: micro-experiments that help you grow confidence week by week Why “martyrdom” shows up in parenting and marketing, and how to share the load Community as survival: your village, your partnership, and the permission to engage in your own way “Oxygen mask first”: checking in with yourself so you can show up calmer for everyone
Nov 5, 2025 · 55 min
Building a Global Brand Without Paid Media: The CMO behind Ottolenghi’s Growth Strategy - Ep 70
She’s built one of the most beloved food brands on the planet and she’s done it without spending big on ads. Shona Campbell, Chief Marketing Officer of Ottolenghi, shares how she’s turning global awareness into commercial success through partnerships, storytelling and an obsession with earned media. 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 Shona Campbell, Chief Growth and Marketing Officer at Ottolenghi - one of the world’s most iconic food brands. In this episode, Shona shares the fascinating reality of scaling a 23-year-old brand that’s known everywhere, but only truly sold in London. From the evolution of book marketing to launching grocery products and Substack, Shona reveals how Ottolenghi stays relevant, loved and profitable, all with almost no paid media. She also opens up about balancing luxury brand thinking with startup agility, how to protect creative values at scale and why sometimes, saying “no” is the most strategic growth move you can make.
Oct 22, 2025 · 59 min
Inside Proper Snacks: How their CMO Built a Creative Culture That Actually Works - Ep 69
What does it take to build a creative culture that lasts? CMO Sandie Dilger shares how Proper turned culture into a commercial advantage - from lunch-table rituals to balloon-filled pitch decks. 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, Sandie lifts the lid on Proper Snacks’ iconic creative culture. From theatrical trade pitches to free vegetarian lunches that bring everyone together, every detail is designed to spark creativity and connection. We explore what it really takes to scale culture without losing what makes it special and how creative leadership can be your biggest competitive advantage.
Oct 8, 2025 · 1 hr 9 min
Inside Oddbox: The CMO Who Helped a Purpose-Driven Brand Become a Growth Machine - Ep 68
Oddbox has rescued over 60 million kilos of wonky fruit and veg, but their real story is one of brand, mission and heart. Former CMO Gaston Tourn reveals how Oddbox scaled purpose without losing soul and why doing good doesn’t mean growing slow. 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, Gaston Tourn, former CMO of Oddbox, takes us inside one of the UK’s most beloved mission-led brands. From scrappy startup to national household name, Oddbox didn’t just sell boxes of veg - they sold a movement against food waste. Gaston opens up about the realities of growing a purpose-driven brand: how to scale a mission, stay authentic and make sustainability commercially powerful. He also shares lessons on leadership, creativity and what it really means to be a marketer who wants to make a difference. Expect insights on: How Oddbox built a brand that people root for (pun intended) Turning mission into measurable impact The emotional side of leadership in fast-growth teams What purpose-led marketing looks like in the age of AI It’s inspiring, practical and surprisingly honest - a must-listen for anyone building a brand that wants to do good and do well.
Sep 24, 2025 · 44 min
How Butternut Box Went From Startup to Europe’s #2 Pet Food Brand - Ep 67
Butternut Box is on track to become Europe’s #2 pet food brand, but still feels like a “secret discovery brand.” Interim Brand & Creative Director Sarah Keegan reveals how she’s using her mat leave cover to reset the brand platform, overhaul design and prepare Butternut for its next decade. 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 Sarah Keegan, Interim Brand & Creative Director at Butternut Box - the DTC pet food brand that’s quietly become Europe’s leading fresh dog food provider and is on track to become the second largest pet food brand across the continent. Sarah stepped into her maternity cover role with a reputation for thriving in transition moments and she hasn’t wasted a second. Instead of just “holding the fort,” she’s set about putting the foundations in place for Butternut’s next 10 years: a new visual identity, a brand platform, a creative agency pitch and a sharper positioning that matches the business’s true scale. In this conversation, Sarah opens up about: Why Butternut’s perception as a “small challenger” no longer matches reality The difference between fighting against something (kibble) and standing for something bigger (the love of dogs) How to break down silos between brand and performance with small, everyday rituals Why events, referrals and ambassadors are still central to Butternut’s growth story The commercial rigour and cultural rituals that make Butternut tick We also dive into Sarah’s career across three very different challenger brands (OVO Energy, Vertical Aerospace, Butternut Box) and why the best marketing work happens when you’re brave enough to fight for the bold ideas. This episode is packed with lessons on scaling challenger brands into decade-defining category leaders.
Sep 10, 2025 · 47 min
Rock Face CEO on Category-First Thinking, Modern Masculinity & Building a Men’s Brand That Lasts - Ep 66
What happens when a former L’Oréal fragrance manager takes on men’s grooming? Rock Face CEO James Wilkinson shares how he’s reshaping the category with a retail-first strategy, refillable innovation and a bold mission to redefine modern masculinity. 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 James Wilkinson, CEO of Rock Face – the men’s grooming brand that’s taking on global giants and redefining what it means to build a category-first business. James began his career at L’Oréal before moving into innovation consulting, where he honed a category-led mindset that now powers Rock Face’s retail strategy. Instead of chasing DTC trends, Rock Face has focused on winning in supermarkets with repeat rates, category insights and retailer-first storytelling as the levers of growth. In this episode, James shares how Rock Face is building a fragrance-led product system (not just formulas), launching refillable deodorants to push sustainability forward and navigating the challenge of balancing awareness with sales as a challenger brand. We also dive into: Why starting in retail (not DTC) gave Rock Face the fastest path to scale How to build a category-first playbook that retailers can’t ignore The repeat rate metric that’s more powerful than penetration for startups Rock Face’s mission to tackle modern masculinity and create better voices in the conversation The innovation pipeline that could make refillables mainstream in men’s grooming Mistakes James made along the way – from hiring to media timing – and what he’d do differently. This one’s a masterclass in category-first thinking, retail growth and building purpose into everyday products.
Aug 27, 2025 · 50 min
From Bread to Brand: How Gail’s Built an In-House Creative Engine - Ep 65
An in-house agency at a bakery? Gail’s Head of Brand, Charlotte Gunn, reveals how she codified the brand, built a creative studio from scratch and turned bakeries into brand experiences. 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 Charlotte Gunn, Head of Brand at Gail’s Bakery - the fast-scaling chain that’s rewriting what a “bakery brand” means in the UK. Charlotte was tasked with two huge challenges: codify the brand so everyone in the business knows what “being on-brand” means and build an in-house creative team that could replace traditional agencies. In this conversation, Charlotte opens up about what it takes to run a brand-led creative studio inside a food business, why brand lives in experiences (not guidelines) and how Gail’s has made brand everyone’s job – from bakery managers to ops teams. We also dive into: Why in-housing creative makes sense for scale-ups (not just Adidas or Lego) How Gail’s trains 170 bakeries to deliver consistent brand experiences The “brilliant basics & magic moments” framework powering community love Why storytelling, not campaigns, is the real moat for growing food brands How to protect brand soul while scaling 40+ new bakeries a year This is a masterclass in brand-building that goes way beyond croissants.
Aug 13, 2025 · 48 min
The CMO Who Turned Content Into a Traffic-Driving Growth Engine at Carwow - Ep 64
60% of traffic. 1.6 billion views. A YouTube celebrity in-house. Carwow CMO Ben Carter reveals how they built a content machine so powerful, it became their moat and their moneymaker. 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 Ben Carter, CMO of Carwow - one of the most quietly disruptive brands in the UK. In this episode, Ben shares the inside story of how content became their unfair advantage: 60% of their traffic is free. Their YouTube channel boasts 10 million subscribers and 1.6 billion views. And their in-house presenter? Recognised by 25% of UK men. But this conversation is about far more than content. Ben opens up about losing his job unexpectedly and what it really takes to lead inside a Series E business during economic uncertainty. We also dive into: How CarWow raised $52M in Series E funding from Bessemer and others Why first-party data and retail media are the real goldmine for modern marketers The death of SEO as we know it and the coming AI-ification of search Why most CMOs are either too brand or too performance and what it means to be bothThe future of jobs, AI, and marketing orgs in the next 5 years This is an honest, high-intensity and highly strategic episode for anyone trying to scale a brand, build a resilient team, or keep up with the seismic shifts reshaping marketing today.
Jul 30, 2025 · 1 hr
Building a Team of 20 Experts, 3 Businesses & a Podcast: Behind the Brand Strategy of a Serial Founder - Ep 63
In this bold, brilliantly honest episode, Marketer and Founder of Sprowt Carly Osman Holmes turns the tables on Brand Hackers founder Lottie Unwin for a no-holds-barred chat on marketing’s biggest problems and possibilities. From the rise of tactical fluff to the cult of hot takes, Lottie opens up about what’s broken, what’s working and how we fix it. Together, they pull apart the myths around personal brand, purpose-led fluff and why most teams are running on fumes. Essential listening for anyone who actually wants to sell stuff (and still sleep at night). 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 bonus episode, Carly Osman Holmes interviews Lottie Unwin in a refreshingly candid deep dive into the state of marketing today. They unpack the dangerous drift toward tactical thinking, the dilution of “challenger brand” into pure aesthetic and why many marketers have lost their strategic edge. Lottie shares her unfiltered views on building a commercial brand, navigating AI hype and why clarity, curiosity and ruthless prioritisation are key. From team burnout to the future of personal branding, this episode is a real-time reflection on what it takes to build smart, resilient brands in 2025. Want 30% off Valerie? Type "CARLYOH" into the checkout at wearevalerie.com. Follow Lottie: https://linktr.ee/themarketinghustle Follow Carly: https://www.linkedin.com/in/carlyosman/ Listen on Apple & Spotify: https://linktr.ee/themarketinghustle
Jul 16, 2025 · 45 min
From £50M to £250M: Scaling Secrets from the CMO who grew Fever Tree into 93 Markets - Ep 62
He drove Fever Tree's growth from 50 million to over 250 million, expanding from the UK to 93 global markets. Now Marketing Expert Vince Lawson unveils the strategic insights and challenges behind this remarkable journey to Biotiful CMO. From doubling sales annually to venturing into new businesses during the pandemic, Vince shares his candid experiences of taking calculated risks, handling failures, and the essence of crafting a resilient brand. Essential listening for anyone passionate about transforming brand potential into global success. 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, we turn the spotlight on Vince Lawson, the marketing expert who scaled Fever Tree from £50 million to £250 million, expanding into 93 global markets. Vince discusses his dynamic career transitions and his current role as CMO at Biotiful, where he's fostering innovation in the gut health space through groundbreaking dairy products. He delves into the strategies behind building brand visibility and consumer awareness in a competitive market. Vince's insights on risk-taking, resilience, and leadership provide essential takeaways for anyone interested in brand expansion and the evolving trends within the wellness industry.