Strategy Sessions

Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO. She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field.

In this episode we discuss:

1. Where the idea for Women in Tech SEO came from
2. The stress and joy of hosting a conference (alongside a full time job!)
3. Lessons and learnings from the biggest WTSEO event
4. The challenges of race in marketing
5. Will we ever be ‘done’ with diversity
6. Moving from agency to in house SEO
7. Running SEO from a big brand in a hyper competitive space
8. The challenges of managing SEO for a VC funded start up
9. Why the tech rather than marketing team may be the natural home for tech SEO

Areej AbuAli 

Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO.

She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field.

She has been in the industry for the past 8 years and has spoken at conferences such as SMX, BrightonSEO and MozCon.

Find Areej on: 

Her website, Women in Tech SEO, Twitter, LinkedIn 

Important Links

Women in Tech SEO

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Kelley is co-founder and CEO of Blue Studios.io, a family friendly crypto wallet, a former AVP at American Express and JPMorgan and 3rd generation entrepreneur.

In this episode we discuss:

• The hype around web3, crypto, NFT and blockchain
• Why Andi’s wild predictions about the death of web3 might not be right!
• Why Blue Studios focuses on the family
• The benefits of being a start up v incumbent in a fast growing space
• Why building a community is essential for the growth of Blue Studios
• How communities can spread the word crypto love
• Why having a hyper focus is essential for a start up
• Kelley’s background and why jumping out of big corporate was an obvious move
• The lessons of being a 3rd generation entrepreneur

Kelley Cambry

Kelley Cambry is co-founder and CEO of Blue Studios.io. Blue Studios.io builds tools and software to onboard families into Web3. Kelley spent time at Discover Card, in Consumer Card Acquisition.

She was also Assistant Vice President of Digital and Product Manager for companies like American Express and JPMorgan.

With her background in Fintech and Computer Science, Kelley wanted to start a company to do her small part in changing the world leveraging her entrepreneurial spirit as a third-gen entrepreneur. Kelley is also a graduate of Howard University.

Find Kelley on Twitter

Book Recommendations

Farnam Street Blog

#NFTsForGood on Twitter Spaces

FinTech Blueprint

Average Joe newsletter

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. 

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Britney is Marketing Manager at Hugging Face, the AI community building the future. She’s an SEO expert, machine learning whiz and amazing conference speaker.

In this episode we discuss:

1. Hugging Face… what is it and where did the name come from

2. The difference between Artificial Intelligence (AI) and Machine Learning (ML)

3. Why people don’t need to be scared of ML

4. Why people should be scared of ML!

5. What’s the main goal of the marketing at Hugging Face

6. Why you should always prioritise by impact in your marketing activity

7. What it’s like working at Moz

8. The fun of being a Search Scientist and watching the SEO community take your work to new levels

9. Learning lessons from running your own marketing company

10. Why imposter syndrome is your friend when it comes to public speaking

11. TOPTIPS for aspiring conference speakers

12. Surviving lockdown with a pet snake!

13. Entrainment theory and why you’ll end up going down a YouTube hole because of it!

Britney Muller

Britney Muller is a Marketing Manager at Hugging Face, SEO Consultant, and proud Aunt. Britney was previously the Senior SEO Scientist at Moz and founder of Pryde Marketing, a boutique medical marketing agency.

Find Britney on Twitter 

Book Recommendations

The Data Skeptic Podcast

Machine learning with python

Natural Language Processing with Transformers – Building Language Applications with Hugging Face by Lewis Tunstall, Leandro von Werra and Thomas Wolf

Other Links

Rand Fishkin (Founder at Moz) on the Strategy Sessions

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Ian Forrester is the CMO of STATSports and Ryan is the company's Head of Ecommerce. STATSports provides the most powerful football GPS player tracker for individuals. Real-time performance data and not just players wearing sports bras.

In this episode we discuss:

• What does the STATSport product do and how it came to life
• Building a world-leading business from Newry, Northern Ireland
• Marketing a ‘sexy’ product and why it’s not as easy as you think
• What role does marketing play in the pro (B2B) side of the house
• Can you build a DTC and B2B offering at the same time
• What it’s like operating in a market that Google and Amazon are eyeing up
• How digital marketing drives online sales
• Role of big events like Christmas in consumer sales
• What jobs are available at STATSports

Ian Forrester 

Ian is responsible for Marketing and Consumer Sales at STATSports. At STATSports Ian has developed a robust Marketing plan utilising some of the biggest sports stars on the planet that is supported by a strong e-commerce team and field sales in Europe and USA. 

Ian on LinkedIn

Ryan Clarke

Ryan is the Head of Ecommerce at the world’s leading on-field performance monitoring and analysis company – STATSports, who now sell products in both DTC and B2B markets. He is responsible for the growth of STATSports users through customer acquisition online.

Ryan on LinkedIn

Important Links

Arsenal and STATSports 

Jobs

List of stadiums

Book Recommendations

Thinking Fast and Thinking Slow by Daniel Kahneman

Traction by Gino Wickman

How to Be a Footballer by Peter Crouch

You Guys Are History! By Devon Malcolm

Andi Jarvis

LinkedIn and Twitter

Caroline Webb is the CMO of The Royal Mint, a 1100 year old organisation that makes the UK’s money. But they do much more than that. Find out how marketing helps.

In this episode we discuss:

1. What the Royal Mint is
2. What it’s like being CMO of a brand with 1100 years of history while still innovating
3. Being shortlisted for the Data Driven Marketing award with Sky, Superdrug and TalkTalk
4. What’s changed in marketing teams over the last decade
5. Discussing how radio was first used in retail sales
6. How ideas develop at the Royal Mint
7. Lessons from a career in marketing
8. What jobs Caroline is currently recruiting for
9. Book recommendations

Caroline Webb

Caroline joined The Royal Mint in June 2021 as Chief Marketing Officer and is accountable for elevating the brand to engage customers and support growth.

Caroline leads the strategic marketing, communications, insights and product development teams – ensuring that brand sits at the heart of decision making, and delivers our promise as The Original Maker.

Vastly experienced in marketing and product proposition, Caroline brings insight and expertise gained at leading consumer brands including Oak Furnitureland, TM Lewin and BAA Retail.

Caroline on LinkedIn 

Important Links

Current jobs available at Royal Mint 

Platinum Jubilee coins 

And if you want to visit The Royal Mint in Wales 

Book Recommendations 

Nudge by Richard H. Thaler & Cass R Sunstein 

Quiet: The Power of Introverts in a World That Can't Stop Talking by Susan Cain 

The Power of Moments: Why Certain Experiences Have Extraordinary Impact by Chip Heath & Dan Heath 

Digital Marketing Strategy Course 

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. 

Ash Young runs carmats.co.uk, a lockdown project that grew from zero to £4m turnover. Find out how and why it’s been a roaring DTC success story.

In this episode we discuss:

1. Why car mats – where the idea came from and why ANYONE cares about car mats
2. The story of how it grew to £4m turnover in 2 years
3. Paid v SEO v Social while scaling the business
4. The benefits of investing in the brand
5. Customer reviews and why they’re gold
6. The use of data and customer relationships
7. Supplier relationships and why marketers usually stink at these
8. The benefits of a negative cash conversion cycle (much like Amazon)
9. Learning in public
10. The benefits of being DTC

Ash Young

Ash is the founder of CarMats.co.uk & digital agency Evoluted. He was inspired by the web after launching the Weebl & Bob website back in 2002. Since then he has been helping clients at Evoluted, his passion is ecommerce where he loves driving sales for clients & on his own sites.

Ash on LinkedIn - https://www.linkedin.com/in/ashyoung/

Ash on Twitter - https://twitter.com/webmonkeyash

Book Recommendations

Marketing Freaks Podcast by John Quinton from Overdrive Digital 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Antonia manages the external communications, brand, press, and marketing for Caring in Bristol. Caring in Bristol used an emergent marketing strategy to help keep the charity open and helping homeless people during lockdown. Antonia explains all.

In this episode we discuss:

1. How Caring in Bristol managed to keep working during the Covid lockdowns
2. How their marketing activity went to work to help out
3. The importance of strategy first – even in a crisis .
4. The importance of people skills in marketing
5. Why no one cares about marketing and how to create buy in anyway
6. Why working in a charity isn’t just a job

Antonia Cross

Antonia on LinkedIn and Twitter

Book Recommendations

New Power: How Anyone Can Persuade, Mobilize, and Succeed in Our Chaotic, Connected Age – Henry Timms and Jeremy Heimans

The Second Curve: Thoughts on Reinventing Society– Charles Handy

Whatever You Think, Think the Opposite – Paul Arden

Charity Marketing (Delivering income, services and campaigns) – Ian Bruce

The Good Guide to Campaigning and Influencing – Brian Lamb

Relationship Fundraising: A Donor–Based Approach to the Business of Raising Money– Ken Burnett

Other Things We Talk About

Anna Higgie – The artwork behind Antonia on the YouTube video

Caring in Bristol’s biggest ad campaign ever which ran during the first lockdown. Coverage in Bristol 24/7 and the Bristol Post.

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Tom does consultancy work for startups and media companies. He’s based in Brooklyn, writes a strategy blog and has created the SEO MBA.

With a decade of experience in digital media, leadership and growth Tom is a strategic advisor and consultant for leaders who are seeking to gain clarity about their strategy and develop new initiatives.

He works with clients like The New York Times, Google, Dotdash, Gartner, Etsy and Seatgeek.

In this episode we discuss:

1. Getting started in the marketing world as an SEO
2. Moving to America to launch Distilled’s US office
3. What it takes to be an independent consultant
4. Why client focus on outputs and why that’s not what they always want
5. Tom’s blog and why I think it’s one of the best around
6. The SEO MBA, who it’s for and how it came about

Tom Critchlow

The best place to find Tom is LinkedIn, Twitter or his website, his musing about being an indie consultant and his SEO MBA.

Book Recommendations

Legible Practises by Helsinki Design Labs 

Recipe for Systemic Change by Helsinki Design Labs

 7 Powers: The Foundations of Business Strategy by Hamilton Helmer

Other Things We Talk About

The SEO MBA by Tom Critchlow - Leadership & Business Skills for the SEO Industry

Learn how to be more effective and more confident at presenting to executives and getting things done. 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

Kenda is a forensic psychologist turned marketer and author who uses consumer behaviour to improve marketing campaigns.

In this episode we discuss:

1. Automation Ninjas – how it started and how it’s going
2. The common mistakes marketers make in campaigns
3. Why the brain gets overloaded and what marketers can do to help
4. Behavioural nudges and the ethics behind them
5. The difference between neuroscience and psychology
6. Going from a degree in forensic psychology to running an Infusionsoft certified agency
7. Being a scout master and why that’s important

Book Recommendations

Hack the Buyer Brain by Kenda Macdonald

Nudge by Richard Thaler and Cass Sunstein

Popcorn Psychology podcast 

Freudian Sips podcast  

Other Things We Talk About

Strategy Sessions podcast with Juliet Hodges (BUPA) 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. 

Sign up for the programme here. 

Kenda MacDonald on LinkedIn, Twitter, Instagram.

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing.

JP Castlin is a former consultancy executive turned independent strategy and complexity management consultant. He is a contributor for Marketing Week and a brilliant podcast guest.

In this episode we discuss:

1. How to define strategy

2. The ambiguous language of marketing and strategy

3. Frameworks and structure for strategy

4. Strategy and execution and how they work together

5. Being humble as a strategist

6. Complexity theory and how to use it in strategy

7. JP’s book and writing on strategy and why you should be reading it

8. How to be a better consultant by asking more questions

9. Hat tip to Tom Critchlow

10. Using theory to inform your practice

11. Examples of when things went wrong in JP’s career

12. When customer research is useful and when it’s pointless

13. Retention v reacquisition and why it’s often a false divide

14. Talking the language of finance and the people you want to influence

15. Andi’s wild predictions about companies that might not exist soon

Book Recommendations

JP’s Marketing Week musings https://www.marketingweek.com/author/jp-castlin/

Tom Critchlow’s consulting blog https://tomcritchlow.com/

Strategy in Praxis newsletter by JP Castlin 

Invisible Gorilla by Christopher Chabris 

How Brands Grow – Byron Sharp 

Strategy Synthesis – Bob De Wit and Ron Meyer 

The Origin Of Wealth: Evolution, Complexity, and the Radical Remaking of Economics – Eric Beinhocker

The Halo Effect – How Managers Let Themselves be Deceived by Phil Rosenzweig 

Other Links

Luke Carthy on the Black Friday episode 

Nick Baughan from Facebook (now Meta) on the podcast 

Mike Follett from Lumen Research on the podcast 

Digital Marketing Strategy Course

My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249.

It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.

Sign up for the programme here.

JP Castlin

The best place to find JP is Twitter or LinkedIn

Andi Jarvis

If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn.

If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website.

Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.

Andi Jarvis, Eximo Marketing