Time For A Reset Marketing Podcast: Insights from Global Brand Leaders

Ben Carter, Global Chief Customer and Marketing Officer at Carwow, unpacks the value of cross-channel measurement, data-driven decision-making, TV advertising, content marketing, the role of social media and organic reach. Ben also shares his experience at Carwow and the opportunities presented by the digital transformation of the car market. We also cover the importance of local knowledge, the role of AI in marketing, and the attributes of the future CMO.

“The changes that have been made by Google and Apple are both challenging and beneficial. They're challenging because they make it harder to understand what's happening in your marketing, but they're beneficial because they force us to get better.” Ben Carter

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Nick King, Global Practice Lead at CvE Consultancy, connects with Ben Carter, Global Chief Customer and Marketing Officer at Carwow, a leading retailer of new and used cars.

Join them as they discuss:

• Ben’s marketing reset: The importance of cross-channel measurement in marketing in the face of the cookies' demise
• Scaling challenges for startups and small companies and the importance of a granular view of marketing performance
• The impact of changes made by Google and Apple on marketing strategies
• Data-driven decisions and understanding the full funnel effect of marketing channels
• Measuring Marketing performance with attribution models and customer surveys
• The importance of content marketing and the use of social media channels
• The role of AI in marketing
• A look at the toolkit of tomorrow’s CMO

At Carwow, Ben is tasked with revolutionising how consumers buy and sell cars. Prior to joining Carwow in October 2022, he worked in executive marketing roles for several of the UK’s biggest digital businesses, including Purplebricks, Just Eat, and Betfair, to drive growth, build their brands, and accelerate their digital transformation. He is also Chair of the Lily Foundation, a charity dedicated to raising awareness and finding a cure for mitochondrial disease, and the Director of Women in Football.

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Paul Frampton, Global President at CvE Consultancy, connects with Caroline Harrison, Director and Head of Digital Marketing at HSBC UK.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• Caroline’s marketing reset: Simplify marketing jargon for more effective communication
• Pivoting marketing from a cost centre to a revenue engine
• Prioritising tasks for greater efficiency and effectiveness
• The relationship between performance and brand marketing
• The role of measurement and attribution in driving informed decisions
• Right housing: The fine balance between in-house and outsourced marketing activities

People who know Caroline professionally use brave, disruptive, dedicated, and passionate to describe her. She is fearless in asking the right questions and challenging the status quo. As a consummate digital marketer, she ensures that digital performance is underpinned by tangible and measurable results.

Caroline provides authentic leadership and creates an environment of openness and trust. Her knowledge of digital marketing enables her to support both the vision and the day-to-day details. However, her passion for innovation and driving change is particularly inspiring. Caroline’s 20+ year career in digital marketing cuts across global brands like American Express, Barclays Bank, and HSBC UK.

The full transcript is available here.

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Paul Frampton, Global President at CvE Consultancy, connects with Aparna Sundaresh, Global VP of Transformation at Unilever and Member of the Supervisory Board at Enviu.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• Aparna’s marketing reset wish: Aligning purpose and profit in marketing
• The need for brands to build authenticity, consistency, and commitment to their purpose to establish trust and credibility with consumers.
• The role of marketing technology and data in building e-commerce capabilities
• A shift in the buyer-seller relationship between CPGs and retailers and the role of retail media
• An industry shift toward data-driven decision-making
• Connecting upper and lower funnel activities to better understand data attribution

Aparna describes herself as a global citizen and C-Suite executive leader who believes that business can be a force for good. Her career is defined by creation and transformation while driving a commercial edge. She enjoys building brands, driving digital transformation, forging partnerships, and pioneering innovation. She has held C-suite positions at global and legacy brands like Unilever and Lipton.

The full transcript is available here.

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Paul Frampton - Global President at CvE Consultancy, sits down with Nic Travis, Head of Digital Marketing at Lloyds Banking Group.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• Nic’s marketing reset wish: A focus on measurement
• Building a robust measurement framework
• Nic’s secret sauce for scaling and motivating online teams
• The intersection of brand and performance marketing
• The evolving role of CMOs
• Driving personal growth with an endless loop of adaptability and staying curious

Nic brings 20 years of experience across a broad spectrum of e-commerce areas, including marketing, data privacy, web design/development, UX, CRO, and analytics. He has a proven track record of delivering growth and works as Head of Digital Marketing at Lloyds Banking Group, the UK’s largest retail bank.

His role includes managing an agency and client hybrid team and supporting the effective delivery of a substantial marketing budget. Nic is tasked with delivering a cross-channel, multi-year digital marketing transformation covering Measurement, Adtech, Martech, Data Consent / Privacy, and Channel Optimisation. His previous roles include Head of Digital at MBNA and User Experience Manager at Claire’s Accessories.

The full transcript is available here.

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Paul Frampton - Global President at CvE Consultancy, interviews Francisco Bram, VP of Marketing and Customer Insights at Albertsons Companies.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• The shift from revenue-centric focused marketing to one that enriches customers' lives
• Balancing profit and purpose: prioritising customer well-being
• The role of marketing in brand storytelling and community connection
• The importance of data-driven marketing in measuring impact and driving decision-making
• The importance of contextually relevant advertising: bringing product marketing mindset to retail
• Evolution of the CMO role toward data-driven decisions, managerial influence, and personal growth.

Francisco Bram is Vice President of Marketing and Customer Insights for Albertsons Companies. Francisco believes marketing should play a role in leading the discussion internally around prioritising customer well-being and leads the development and launch of “Sincerely Health”, a digital platform which has already netted over one million customers.

Francisco has over fifteen years of experience growing brands, products, and customers across tech, health, and retail. Throughout his career, more than $5B in topline revenue has been directly attributed to his marketing efforts.

Francisco has been recognized twice as a top 100 product marketing influencer and three times as a top product marketing mentor. With a growth mindset that allows him to innovate, take risks, and push boundaries to achieve breakthrough results, Francisco believes that the only constant in life is change.

The full transcript is available here.

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Paul Frampton - Global President at CvE Consultancy, sits down with Lars Silberbauer, CMO of HMD Global, the holding company for Nokia Phones.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• HMD Global: Using innovative tech to bring Nokia back to life
• The role of sustainability in product development
• Integrating brand and performance marketing with measurement models
• Accelerating ideation and product development with AI
• Tomorrow’s multidisciplinary CMO: Skilled in AI and culturally aware
• Yes, but is it relevant today? Questioning past practices in marketing

Lars Silberbauer is considered one of the world’s leading thought leaders for all things marketing, digital, and social. His CV is jam-packed with leading digital marketing roles at global and legacy brands. Currently, he is the Chief Marketing Officer at HMD Global and Nokia Phones. Lars has also been the Global Head of Brand, Marketing, and Digital at the Olympics (IOC), the Senior Vice President of Viacom, a digital studio branch of MTV, and the Senior Global Director of Digital at The LEGO Group.

The full transcript is available here.

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Nick King, Global Practices Lead at CvE, sits down with Jasmine Dawson, Senior Vice President of Digital Consumer Engagement at BBC Studios, a commercial subsidiary of the BBC that creates, produces, broadcasts, finances, and sells content around the world.

They discuss the importance of storytelling in the digital market, and Jasmine shares her experiences and insights on customising content strategies for each audience segment and platform. She highlights how taking calculated and calibrated risks can yield unexpected wins that accelerate your career growth. They further explore how BBC Studios has stayed relevant in the UK and US markets and explore the integration of marketing and content strategy.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• Winning by customising content for the medium and audience
• How a legacy production company creates viral content on TikTok and Snapchat
• The role of an open and inclusive culture in fostering innovation
• Aligning decision-making with data and creative instincts
• Advice for young professionals

Jasmine Dawson, Senior Vice President of Digital Consumer Engagement at BBC Studios, is an award-winning digital specialist with over fifteen years of experience in London and New York, both in-house and agency side, working with blue chip brands such as The New York Times, Hulu, and BT. She has substantial experience driving digital transformation and developing brands' digital footprint, focusing on relevance, reach, and revenues.

The full transcript is available here.

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Nick King, Global Practices Lead at CvE, sits down with Tom Langley, Head of Personalisation and Retail Media at John Lewis Partnership. The John Lewis Partnership is the UK’s largest employee-owned business and the parent company of two legacy brands - John Lewis and Waitrose. For over 90 years, the Partnership has operated as a force for good with the core objective of developing fair and sustainable relationship with all stakeholders, including customers, suppliers, and communities.

The engaging discussion covers Tom's role in creating new data-led customer propositions and capabilities for the group's brands and the need to press the reset button to prioritise marketing and brand building in retail organisations. Tom also highlights the importance of data and technology in personalisation efforts and how it can simplify the marketers' job by automating routine tasks. The conversation also covers privacy and data protection and the Partnership’s sustainability drive.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• The role of marketing and brand building at the the board level of retail companies
• How invested are senior marketers with the technology stack
• Using AI and ML-driven data science to deliver value exchanges
• Walking the thin line between personalisation and customer data privacy
• A beyond the horizon look into the role of retail media
• Overcoming the challenge of measuring the ROI of retail media
• Sustainability as a part of the Partnership’s DNA
• Advice for young marketing professionals

As Head of Personalisation and Retail Media at the Partnership, Tom’s role focuses on evolving and scaling the retail media services of the brand for the benefit of its customers, advertisers and the Partnership. Prior to joining the Partnership, Tom spent 15 years at Dunnhumby, working with Tesco and other retailers around the world to design and build their retail media businesses. Tom is a passionate and energetic business leader with extensive experience in digital marketing and E-Commerce at Retail and FMCG brands. He is adept at dealing with complex and innovative data sources and using customer data science to understand and improve shopper experience.

The full transcript is available here.

In this special episode of Time For a Reset: The Marketing Podcast, we celebrate our third anniversary by revisiting a selection of the best conversations with ten of our global leader guests. 

This episode is packed with insights from the fast-evolving marketing world, including aligning marketing strategies with the C-Suite and the benefits of making data-driven decisions. If you want to know more about how marketing leaders are changing the game or how you can uplevel your marketing strategies, make sure to tune in!

Featuring:

• Amy Weisenbach, Senior Vice President, Head of Marketing at The New York Times
• Seb Bardin, the In-Store Experience Marketing Lead at Coca-Cola
• Jordan Liebman, Vice President, Global Brand Marketing & Demand Generation at BlueJeans by Verizon
• Lex Bradshaw-Zanger, Chief Marketing & Digital Officer at L’Oréal, South Asia Pacific, Middle East & North Africa Region
• Adam Wright, Head of Digital at Beiersdorf
• Jack Hinchliffe, former Chief Marketing Officer at KFC
• Jesh Sukhwani, Global In-Housing Media, Ad-Tech & Data COE Director at Lenovo
• Jason Carter, Global Transformation Director at Reckitt
• Olya Dyachuk, Data-Driven Media Director at The HEINEKEN Company
• Rory Sutherland, Industry legend and Vice Chairman at Ogilvy UK

On the latest episode of Time For a Reset: The Marketing Podcast with Global Leaders, host Paul Frampton - Global President at CvE Consultancy,  is joined by Jason Carter, Global Transformation Director at Reckitt, a renowned global and legacy CPG brand. in the consumer packaged goods industry (CPG). 

The discussion pivots around the evolution of marketing in the CPG space, with Jason sharing insights across different critical topics and marketing touchpoints, including his Reset on the importance of integrating media and creative teams with the brand at the core, the challenges of aligning vertical specialists with strategy formulators, and why marketing needs a seat at the board head of the table to drive true business growth and transformation. Jason also touches on Reckitt’s current views on marketing in-housing and the importance of a strategic plan which defines a hybrid model where agencies and partners play a key role.

Join us as we discuss:

• The challenges of building an integrated marketing roadmap
• Aligning brand strategy with vertical specialists 
• Why marketing needs a seat at the head of the table
• Marketing in-housing and the importance of a hybrid model 

Jason has over 30 years of leadership experience that stretches from agencies like Universal McCann and Zenith to global brands like Reckitt. He is an entrepreneurial and passionate media executive with a track record of launching and scaling digital capabilities across markets and building motivated and collaborative teams that deliver innovative digital marketing.  

Jason is also the founder of cartR Advisory, a platform that helps advertisers, agencies, publishers, tech players, and investors design, develop, and deploy growth strategies. 

Enjoy this episode!