The Whole Marketer podcast

Episode 172 with guest Visha Kudhail, author of Authentic Marketing

The technical skill in this episode is authentic marketing - how we keep building a genuine emotional connection between our brands and consumers when we're living in an age of AI-generated content, and audiences are more sceptical than ever.

Abby is joined by Visha Kudhail to discuss her new book, Authentic Marketing, including: why authenticity is an operating model that runs through the whole business rather than a social media tactic, why audience insight and 'time to think' are the foundations that rarely get celebrated, how to build trust proactively rather than reactively, why brand voice needs a point of view (not just a tone of voice deck), and why being honest about ROI and creating psychological safety builds a stronger effectiveness culture.

Joining Abby is Visha Kudhail, an award-winning global marketing leader whose career spans Pinterest, Google, YouTube, Square, Channel 4 and Thinkbox. At Pinterest she built and led the EMEA Business Marketing function, and at Google and YouTube she created the UK industry brand trust function during the brand safety crisis. Visha won the top prize for Best Leader in Marketing at the 2022 Global Women in Marketing Awards, co-founded the Futures Network for Women in the UK, sits on the Executive Committee of Soho House and the Development Advisory Board for Somerset House, and chairs the DMA Media Council. She also created and hosted the podcast Behind the Face of Success.

Key takeaways

Authenticity is an operating model, not a tactic… It runs through product, message and leadership across every function, rather than chasing social trends.

Give yourself time to think (and analyse)… Audience insight into the 'why' is the foundation, and AI can help but can't replace the rigour.

Build trust proactively, not reactively… Visha builds a trust and reputation pillar into every marketing plan to reach the most sceptical audience yet.

Brand voice needs a point of view… Go beyond a tone of voice deck with an ownable point of view and thoughtful transcreation for each market.

Be honest about ROI and share the learnings… Building ROI to only push investment through erodes trust, so continue to report progress, share what didn't work and cascade learnings.

00:00 - Welcome to the Whole Marketer Podcast

00:37 - Why Authenticity Matters in an Age of AI

02:35 - Introducing Visha Kudhail

02:57 - What Is Authentic Marketing?

05:21 - Why Audience Insight Is the Backbone of Authenticity

07:41 - Authenticity Is About Cultures and Communities, Not Chasing Trends

10:06 - What's Stopping Us?

12:34 - Going After the 'Why', Not Just the 'Who'

14:58 - Why We Don't Celebrate the Thinking Behind the Work

17:07 - Why Visha Wrote 'Authentic Marketing'

19:30 - Falling Trust in the Internet, the News and AI

24:17 - Building a Proactive Trust Pillar Into Your Marketing Plan

27:30 - Bringing Your Brand Voice to Life in a Digital World

28:54 - Point of View vs Opinion

31:18 - Transcreation, Cultural Nuance and Using AI to Scale Locally

33:39 - Getting Authenticity Out of the Creative Room and Across the Business

36:07 - Where to Start: Narrative Threads and Planning Beyond Quarters

38:35 - ROI, Data Storytelling and Reporting Progress

41:00 - Why Fake ROI Doesn't Build Trust (and the Attribution Gap)

43:24 - Psychological Safety to Share Learnings

45:47 - Career Highs and Grows

49:20 - Visha's Advice For Marketers of Tomorrow

Resources

Authentic Marketing by Visha Kudhail (Kogan Page) – order the book

The Whole Marketer 'Define your ideal role' resource – free download

https://thewholemarketer.com/resources/

Host: https://www.linkedin.com/in/abigailcdixon/

Guest: https://www.linkedin.com/in/visha-kudhail-16400830/

About The Whole Marketer

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 171 with guest Helen Tupper, Co-founder of Squiggly Careers

We're kicking off Season 10 with an extra special live episode, as Abby is joined on stage by three-time Sunday Times bestselling author and her good friend Helen Tupper to dig into her latest book, Learn Like a Lobster, co-written with Sarah Ellis.

Recorded live in front of an intimate audience at The Whole Marketer's 'Reflect and Connect' event in London, Helen and Abby unpack what it actually takes to keep learning and growing at work when time, confidence and headspace are all in short supply, including: how to build a "to-think list" that actually gets used, the three-step method for taming your "confidence gremlins", the 'WWWEBI' feedback tool for leaders to reduce fear in team learning and development.

Joining Abby is Helen Tupper, Co-founder and CEO of Amazing If alongside Sarah Ellis, and Co-host of the Squiggly Careers podcast, which has had more than six million downloads. Helen is a three-time Sunday Times bestselling author, with The Squiggly Career, You Coach You and, most recently, Learn Like a Lobster. Helen and Sarah's TEDx talk, The Best Career Path Isn't Always a Straight Line, has been watched by over two million people, and in 2026 they were named among the top 10 most influential thinkers in HR. Helen is also a regular contributor to the Harvard Business Review, is currently working on an executive PhD, and is a trustee for the Chartered Management Institute.

Key takeaways

00:00 - Welcome to The Whole Marketer Podcast

00:37 - Kicking Off Season 10 with Helen Tupper

02:42 - The Big Juicy Question: What Is Learning Like a Lobster?

05:01 - Part One: Learning As You Go and the To-Think List

07:23 - Why We Make Time to Do But Not to Think

09:39 - The Post-it Note Method for Finding Time to Think

12:05 - Front of Mind: Moving Into Learning in Hard Moments

14:24 - Confidence Gremlins and the Biggest Learning Gap

16:48 - Three Steps to Caging Your Confidence Gremlins

19:05 - Where Limiting Beliefs Come From

21:18 - Helen's Own Limiting Belief: The Pencil Skirt Story

23:36 - WWWEBI: What Worked Well, Even Better If

25:53 - Why Leaders Have to Go First on Feedback

28:12 - Leading Your Own Learning Through Connection

30:37 - What Helen Learned About Herself Writing This Book

33:01 - Letting Go of Ego to Get the Book Done

35:17 - Career Highs and Grows

37:36 – Advice For Marketers Of Tomorrow

Resources

Learn Like a Lobster - order the book

Squiggly Careers podcast

The Whole Marketer 'Take the reins of your career' resource – free download

https://thewholemarketer.com/resources/

Host: https://www.linkedin.com/in/abigailcdixon/

Guest: https://www.linkedin.com/in/helentupper/

About The Whole Marketer

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team.

Episode 170 with guest James Hurman, Founder of Previously Unavailable and co-founder of Tracksuit, AF Drinks and Caffeine

This week's technical marketing skill is another on marketing effectiveness as we believe it's a core capability gap we need to close as a profession, so that we can truly be the growth engine of the business and lead the long-term commercial agenda.

Abby is joined by James Hurman to discuss why marketing leaders need to be investing in brand AND performance and avoiding the 'performance trap'. Plus the ROI data behind 60/40 split (Binet and Field's Long and Short of it) now being approximately 50/50 for maximum gains, building a measurement framework that actually connects to commercial outcomes, and the mindset shift senior marketers need to set themselves up for a successful tenure.

Joining Abby is James Hurman, a New Zealand-based founder, entrepreneur, investor, author and leading voice on marketing and advertising effectiveness. He is Founder and Chair of Previously Unavailable and co-founder of Tracksuit, the brand tracking platform fast becoming a go-to among UK marketers, alongside AF Drinks and Caffeine. James is the author of The Case for Creativity and Future Demand, and consults to major organisations globally on marketing and advertising effectiveness.

Key takeaways

Beware the performance trap… We understand the pressure to show quick wins but short-term, visible results can mask an eroding baseline and a shrinking pool of future customers.

The ROI evidence for a 50/50 split keeps stacking up… James discusses four separate data sets across three decades that indicate overall ROI is highest when spend is balanced between brand and performance.

Build a measurement stack… James recommends tracking three levels: campaign metrics (is anyone noticing our advertising), interim metrics (is our brand growing in awareness, consideration and preference) and commercial metrics (sales, profit, market share). Most businesses have the top and bottom covered but are missing the brand dashboard in the middle.

The power of knowledge… The confidence to make the case for the right investment and to hold your own with stakeholders comes from building your knowledge on effectiveness.

Set your foundations early if you want to leave a legacy… Marketing leaders who do the right things for long-term brand building, even if it means a slower start, tend to look far better by the time they leave a role than those who chase quick wins.

00:00 — Welcome to the Whole Marketer Podcast

02:38 — Today's Big Juicy Question: What Is Marketing Effectiveness?

04:02 — Why Marketers Know What to Do but Don't Always Do It

07:33 — The Skills Gap Behind Connecting KPIs, Allocation and Investment

09:09 — Bringing Distributed Marketing Science Together

11:49 — Why It's Fair for Stakeholders to Question Marketing Spend

13:39 — Introducing the Performance Trap

14:18 — What's Fuelling the Shift Towards Performance Marketing

16:41 — The Hidden Cost of Leaning Too Hard Into Performance

18:56 — Why CFOs Should Judge Marketing on Annualised ROI

19:34 — Do You Want to Leave Your Job Looking Good or Not?

22:56 — How the Best CMOs Set Their Foundations in the First 90 Days

26:59 — Why Knowledge Builds Real Confidence

28:36 — Knowledge, Humility and the Power of Asking Questions

32:14 — Explaining Current Demand and Future Demand

34:31 — Why Advertising Doesn't Directly Cause Sales

36:50 — A Framework Marketers and Non-Marketers Can Both Understand

39:51 — The Evidence Behind the 60/40 Rule

42:38 — Four Data Points From 1992 to Today

44:20 — Building a Measurement Framework That Reaches the Boardroom

45:11 — The Three-Level Metric Stack: Campaign, Interim and Commercial

47:11 — Why You Need a Brand Dashboard Alongside Your Performance Dashboard

49:58 — James's Advice for Marketers of Tomorrow

Resources

Future Demand by James Hurman

The Case for Creativity by James Hurman

Tracksuit

Previously Unavailable

The Whole Marketer 'Define your ideal role' resource – free download

https://thewholemarketer.com/resources/

Host: https://www.linkedin.com/in/abigailcdixon/

Guest: https://www.linkedin.com/in/jameshurman/

About The Whole Marketer

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 169 with guest Mark "Strings" Stringer, Founder and Chair of PrettyGreen

Today's episode explores the leadership and human skills of building genuine diversity of thought within marketing teams and why it matters, including: why teams risk becoming clones of each other, recruiting for diverse thinking, your self-awareness as a leader to build the right teams around you, and why trust and psychological safety creates better work.

Joining Abby is Mark Stringer, known to most as Strings, the entrepreneurial force and founder of agency PrettyGreen. With over 30 years of founding and leading successful ventures, Strings is a seasoned expert in building fame for brands and driving innovation. As founder and chair, he has helped the agency and its sister agency, The Producers, work with clients including Cadbury, Under Armour, LEGO, Audible, Hasbro and Nando's and more. Alongside this he runs PrettyGreen +Ventures, which incubates and acquires founder-led companies, and is co-founder and non-exec CMO of B Corp SkootEco and Metropolitan Spirits

Key takeaways

Diversity of thought is about difference, not just demographics… The value of diverse thinking comes from surrounding yourself with people who think, decide and approach problems differently to you as well as different lived experiences

Know your own strengths, then build around them… Strings shares the parts of the job he loves and the parts he's happy to hand over, and how deliberately bringing in people who are strong where he isn't, has been core to building his teams

Trust is what lets leaders let go… Strings' mantra of needing to "get out of the room" only works because he trusts the people he hands the baton to, both to deliver and to tell him honestly when something is going wrong

Psychological safety turns diversity into better work… Recruiting different thinkers only pays off if people feel safe enough to challenge ideas, call out bias and speak up in the room

Building diverse teams takes deliberate action, not good intentions… Strings is candid that believing in "hiring the best people" wasn't enough until PrettyGreen looked honestly at who was actually in the room and set up a dedicated board to force the change through

00:00 — Welcome to the Whole Marketer Podcast

00:36 — Why Diversity of Thought Matters in Marketing Teams

02:55 — Introducing Mark "Strings" Stringer

05:21 — The Big Juicy Question: What Is Diversity of Thought?

07:43 — Finding People Who Love What You Don't

10:01 — Discovering DISC Profiles and Understanding Difference

12:27 — Founding PrettyGreen and Building the Right Partnerships

14:50 — The Impact of Bringing Complementary People Into the Team

17:01 — Learning to Trust and Get Out of the Room

19:21 — Matching Skills and Zone of Genius to the Work

21:41 — Uncovering Hidden Talent Across Departments

24:04 — Why Representation in the Room Matters

26:23 — Confronting the Agency's Own Diversity Gap

28:35 — Advice for Leaders Starting to Build Diverse Teams

30:54 — Knowing Your Superpower and Building Complementary Teams

33:22 — Handling Conflict With Humility and Vulnerability

35:44 — The Shadow and Light of Leadership

38:04 — Surrounding Yourself With People Who Call You Out

40:27 — Career Highs: Celebrating the Team's Work

42:30 — Career Grows: Getting Through the Hard Times

44:48 — Strings' Advice for Marketers of Tomorrow

Resources

The Whole Marketer 'Define your authentic leadership style' workbook – free download

https://thewholemarketer.com/resources/

The Whole Marketer seven-step leadership assessment – free download

https://thewholemarketer.com/resources/

Host: https://www.linkedin.com/in/abigailcdixon/

Guest: https://uk.linkedin.com/in/strings

About The Whole Marketer

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 168 with guest Sorin Patilinet, PepsiCo's Global Marketing Effectiveness and author of Marketing Effectiveness: Applying Marketing Science for Brand Growth

This week's episode is a technical skill that is fundamental to marketing leading the long-term commercial agenda – it's marketing effectiveness. We'll unpack what marketing effectiveness really means, the difference between effectiveness and efficiency, the importance of pricing being in marketing's remit and what makes a great dashboard (and why you should resist changing it)

Joining Abby is 'The Marketing Engineer' Sorin Patilinet, Global Marketing Effectiveness Executive and author of the best-selling book 'Marketing Effectiveness: Applying Marketing Science for Brand Growth'. With 20 years' experience in global roles, Sorin has helped shape how some of the world's most iconic brands measure and prove their impact. Previously he built and led the marketing science and testing solutions at Mars for over 14 years before moving to PepsiCo, where today he continues to turn marketing science into business growth.

Key takeaways

Marketing effectiveness is holistic… it's not just ROI and creative excellence but a holistic understanding of the effect of everything marketers do on business results

The biggest barrier is mindset, not tools… Sorin believes marketers need to spend more time identifying which decisions actually drive the biggest impact on the top and bottom line – and then finding the data to support those decisions, not the other way round.

Pricing belongs back in marketing's remit… Sorin argues marketing has lost its voice in the boardroom partly because it has given up pricing and product to finance and R&D.

Effectiveness beats efficiency… efficiency is effectiveness divided by cost, so focusing on effectiveness improves efficiency as a natural by-product.

Don't change a winning dashboard… Sorin measured advertising's sales impact the same way for 14 years at Mars. Consistency of method, even as data and partners evolve, builds the trust and shared language that gets stakeholders to actually act on the numbers.

00:00 — Welcome to the Whole Marketer Podcast

02:02 — Introducing Sorin Patilinet

02:25 — What Is Marketing Effectiveness?

03:40 — Why It's Not ROI or Creative Excellence

04:30 — What Inspired Sorin to Write the Book

07:18 — Bringing the Brand's Voice to Marketing Science

09:41 — Where the Profession Still Has Capability Gaps

11:02 — The Biggest Barrier: Mindset Over Tools

12:49 — Are We Slaves to Data Availability?

14:01 — Ranking Decisions by Commercial Impact

15:23 — Why Pricing Is the Link Between Marketing and the Boardroom

16:22 — Why Marketing Has Lost Its Voice in the Boardroom

19:11 — Have We Given Pricing Up, or Had It Taken Away?

20:44 — Effectiveness vs Efficiency: The Formula That Matters

23:32 — The Only True Measure of Creative Effectiveness

25:05 — Rethinking the 60/40 Rule for Short and Long Term

26:47 — Why Every Business Needs Its Own Time Frame

29:18 — Building the Right Data Sources

29:52 — Why Decisions Should Come Before Data

32:13 — The Case for Experimentation

32:46 — Where AI Actually Helps Measurement

33:05 — Why You Shouldn't Keep Changing Your Dashboard

34:51 — The Hidden Cost of Changing Your Methodology

36:33 — Setting the Right KPIs at the Strategic Planning Stage

36:58 — Finding Your Organisation's Flywheel

38:59 — How Data-Driven Is Your Organisation's Culture?

39:22 — The Balance of Art, Science and Human Intuition

40:36 — Sorin's Advice for Marketers of Tomorrow

Resources

Sorin's book – https://www.amazon.co.uk/Marketing-Effectiveness-Applying-Science-Growth/dp/1398621056

Host: https://www.linkedin.com/in/abigailcdixon/

Guest: https://www.linkedin.com/in/patilinet/

About The Whole Marketer

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 167 with guest Mays Elansari, Marketing Director at Wasabi

The last in our mini-series on how marketing roles are changing, this episode is a little different as we hear directly from a senior marketer who has recently been looking for - and secured – an exciting new role. But the journey was not easy and we explore with refreshing honesty about what it feels like to suddenly find yourself without a role, reframing your mindset, treating yourself like a brand and how saying yes (to events, to LinkedIn, to new connections) creates visibility that ultimately led to not one but two new opportunities.

Joining Abby is Mays Elansari, Marketing Director at Wasabi, the sushi and bento brand with ambitious growth plans across the UK. A self-described generalist marketeer, Mays brings a wealth of experience across hospitality, QSR and FMCG, having held senior roles at Subway, Penhaligon's and Stonegate, and earlier in her career at BBDO and McCann Erickson.

Key takeaways

The scope of marketing leadership has never been broader… From commercial accountability and data and insight to AI, tech and creativity, the breadth and expectations of what a senior marketer is expected to own has expanded significantly.

The unicorn brief… Are hiring managers are holding out for candidates who tick every single box? Mays and Abby discuss why this risks recycling the same thinking and why transferable experience and fresh perspective are often more valuable than sector-specific credentials.

The power of mindset… Mays reflects openly about finding herself in unfamiliar territory for the first time in her career outside of her control but harnessing the power to control her own mindset.

We need to market ourselves… Mays made a deliberate decision to treat herself like a brand: defining her value, owning her narrative and showing up consistently.

Invest in your network before you need it… Building a genuine community of peers, mentors and industry contacts isn't a nice-to-have but how most senior marketing roles are actually filled.

00:00 — Welcome to the Whole Marketer Podcast 02:40 — What Is the Role of Marketing Leadership Today? 04:12 — How the Scope of Marketing Has Fundamentally Changed 05:49 — How the Senior Seat at the Table Is Shifting 07:24 — Why Senior Marketing Roles Are Disappearing 09:35 — The Unicorn Brief 12:56 — Are We Setting Marketing Leaders Up to Fail? 14:42 — The Case for Transferable Experience Over Sector Credentials 16:09 — Mays's First-Hand Experience of the Job Market 18:28 — Why Most Senior Roles Are Filled Through Relationships 19:34 — Why Your Circle Matters More Than You Think 22:16 — Finding Herself Out of Work for the First Time 24:31 — Saying Yes... How the Queen of Events Was Born 26:59 — Sharing the Journey and Why Vulnerability Matters 27:49 — The Emotional Reality Nobody Talks About Enough 29:33 — Finding the Job Search Strategy That Works for You 30:41 — Treat Yourself Like a Brand and Invest in Yourself Before You Need To 33:15 — Building Your Own Brand Positioning 34:17 — Let Go of What You Can't Control 35:24 — Career High and Grows 36:54 — Mays's Advice For Marketers of Tomorrow

Resources

The Whole Marketer 'Define your ideal role' resource – free download

https://thewholemarketer.com/resources/

The Whole Marketer 'Take the reins of your career' resource – free download

https://thewholemarketer.com/resources/

Host: https://www.linkedin.com/in/abigailcdixon/

Guest: https://www.linkedin.com/in/mayselansari/

About The Whole Marketer

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 166 with guest Rowan Fisk, Founder of GrowthKind

The third in our mini-series on how marketing roles are changing, in this episode we hear directly from an executive hiring specialist who speaks to over a hundred senior marketing leaders every month, on the skills that modern senior marketers need to possess (particularly in founder-led, start-up scale up and VC/entrepreneurial businesses) how AI is already reshaping recruitment and marketing org charts, and the job search advice for candidates today.

Joining Abby is Rowan Fisk, Founder of GrowthKind, an executive search company that places senior marketing, digital, and growth leadership roles into high-growth start-ups and scale-ups across the UK and EMEA. As a trusted advisor to many founders, CEOs, and investors navigating critical leadership hires, he has real-time insight into the trends shaping marketing leadership roles and talent.

Key takeaways

The job market is recovering (not yet recovered)… Vacancies for senior marketing leaders are rising and processes are moving faster, but for anyone currently out of role, the search can still be challenging.

Curiosity is becoming a defining leadership trait… Rowan believes CQ – the willingness to test, learn and adapt – is becoming just as important as IQ and EQ for the next generation of marketing leaders.

AI is reshaping marketing teams… How AI is impacting different departments, but brand and creative roles remain harder to replace.

AI supports recruitment decisions, but doesn't replace judgement… Rowan's firm uses AI to help rank shortlisted candidates objectively, but he's overridden an AI-recommended hire when his own instincts told him something wasn't right.

Networking beats job boards… Abby and Rowan share advice for anyone job hunting to get specific about their professional superpower and share it.

00:00 — Welcome to the Whole Marketer Podcast 02:50 — Introducing Rowan Fisk 03:05 — What's the Real Role of Marketers Today? 05:07 — Marketing Skillset in Founder-led Businesses 09:33 — Moving From Gut Instinct to Insight-Led Decisions 12:06 — Why Performance Marketing Has Dominated Hiring 13:30 — How AI Is Fuelling a Brand Marketing Resurgence 15:30 — Short-Termism and the Case for Creativity 18:19 — Introducing CQ, the Curiosity Quotient 20:50 — Why Leaders Should Embrace Curiosity and Humility

22:53 — AI and Restructures: Growth or Rationalisation? 26:34 — AI in Recruitment: Useful Tool, Not a Replacement for Judgement 31:05 — What's Really Happening in the Marketing Job Market 36:00 — The Passive Candidate Pool Is Starting to Move 37:17 — Why Watching Your Peers Move Changes Everything 38:17 — Sharing the Wins and Getting Employee Value Proposition Right 42:07 — Getting Clear on What You Actually Want From a Role 42:57 — What's Your Superpower? 44:14 — Why Being Known for Something Beats Being Good at Everything 47:30 — Let Your Network Know What You're Looking For 50:30 — Why Most Senior Roles Never Get Advertised 52:33 — Rowan's Advice For Marketers of Tomorrow

Resources

The Whole Marketer 'Define your ideal role' resource – free download

https://thewholemarketer.com/resources/

The Whole Marketer 'Take the reins of your career' resource – free download

https://thewholemarketer.com/resources/

The Whole Marketer 'Develop your authentic leadership style' resource – free download

https://thewholemarketer.com/resources/

Host: https://www.linkedin.com/in/abigailcdixon/

Guest: Rowan Fisk | LinkedIn

About The Whole Marketer

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 165 with guest Joel Barnett, Founder of Fortune Hill

The second in our mini-series on how marketing roles are changing, in this episode we highlight what the job market looks like right now, including: why so many senior roles are disappearing or being restructured, what companies are looking for in marketing leaders today, the importance of role clarity and expectations, and job search advice.

Joining Abby is her guest Joel Barnett, Founder and CEO of Fortune Hill, who partners with ambitious organisations to appoint Marketing, Commercial, and HR leaders to supercharge business performance and enhance culture. With decades of experience placing marketing executives across some of the UK's most recognised brands, Joel shares his honest yet optimistic assessment of where the marketing profession currently stands - and what both leaders and organisations need to do differently.

Key takeaways

The CMO title is disappearing… More recruitment briefs are coming through as Chief Growth Officer or Chief Customer Officer, as the CMO role itself is being disaggregated

Why are CMO tenures getting shorter... Joel reflects that marketing leaders share some of the responsibility, through poorly managed expectations, a reluctance to have difficult conversations, and in some cases, overstating what they can and will deliver

The brief is broken… 75% of unsuccessful hires come down to a poorly constructed brief. Companies are hiring to solve a short-term problem, prioritising sector experience over the character traits that determine long-term success.

Tips for leaders... Hire first for character, then capability and finally experience - too often organisations hire the CV but fire what isn't CV-related.

Taking the reins of your job search... The job market is tough and there is a significant supply and demand imbalance right now. Joel's advice: treat your job search like a marketing campaign, be the driver not the passenger, and don't take a role just for the title.

00:00 — Welcome to the Whole Marketer Podcast

02:33 — Introducing Joel Barnett

03:00 — What Marketing Leadership Is Really For

05:12 — The CMO Title Is Disappearing — What's Replacing It

08:00 — The Disaggregation of the Marketing Role

12:28 — Marketing is Being Stretched and Squeezed Simultaneously

14:53 — The Most Important Trait in a Modern Marketing Leader

16:57 — The Leadership Piece People Overlook

19:23 — The Conversations Marketing Leaders Aren't Having

21:37 — Why CMO Tenure Is Shorter Than It Should Be

26:26 — The Cost of Tolerating Average

31:18 — Resilience, Coaching, and Not Going It Alone

33:38 — Why Senior Marketing Roles Are Being Cut

38:03 — The State of the Job Market Right Now

41:00 — How to Search for a Role Like a Marketer

45:28 — On Being Selective — and Knowing It's Never Too Late to Pivot

47:53 — How to Make a Better Senior Marketing Hire

50:19 — Hire for Character Before Credentials

53:00 — Joel's Advice: Learn the Language of the Room

Resources

The Whole Marketer 'Define your ideal role' resource – free download

https://thewholemarketer.com/resources/

The Whole Marketer 'Take the reins of your career' resource – free download

https://thewholemarketer.com/resources/

The Whole Marketer 'Develop your authentic leadership style' resource – free download

https://thewholemarketer.com/resources/

Are Marketers facing a clarity crisis? - Marketing Week article

https://thewholemarketer.com/mw-article-clarity/

Host: https://www.linkedin.com/in/abigailcdixon/

Guest: https://www.linkedin.com/in/joelbarnettfortunehill/

About The Whole Marketer

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 164 with guest Charlotte Rogers, Marketing Week's Deputy Managing Editor and Head of Insight

We're kicking off a brand new mini-series about how marketing roles are changing and its impact, and in this episode we discuss this as well as shine a light on widespread and worrying challenges facing marketers today.

Based on the findings from Marketing Week's 2026 Career and Salary Survey (2,300+ respondents) we're discussing expanding remits, senior roles disappearing, burnout, imposter syndrome, stalled progression, a persistent understanding gap at board level – and what we need to do about it.

Joining Abby is Marketing Week's Charlotte Rogers, Deputy Managing Editor and Head of Insight at Marketing Week. Having worked at Marketing Week for a decade, she is fascinated writing about the marketing industry both in the UK and worldwide and leads on the publication's proprietary research projects, as well as the wider features, and is the co-host of the Marketing Week podcast.

Key takeaways

Our marketing profession is in crisis… Marketing roles are expanding and restructuring, often without clear resource or support. Half of respondents said their team had restructured and senior leaders are being cut and not replaced.

Burnout is a real risk… Many marketers feel overwhelmed (65%), undervalued, questioning their skills, facing imposter syndrome, and emotionally exhausted. 53% no longer enjoy work that used to engage them.

There is a persistent lack of understanding of marketing's true value within organisations and marketers are feeling the pressure to defend it… leading to not speaking up about mental health because they're carrying their own issues AND the weight of the profession's perception.

We have a progression crisis… 70% of marketers saw no career progression in the past year. It's hitting parents and women the hardest as 44.6% of mothers said being a parent had harmed their progression, vs 7.6% of fathers.

What do we need to do… the only way out of the cycle is for marketers to start advocating for themselves, setting boundaries, and being honest about what is and isn't deliverable. It's not easy but marketing leaders need to speak up for themselves and marketers in their care.

00:00 — Welcome to the Whole Marketer Podcast

02:33 — Introducing Charlotte Rogers

02:58 — The State of Marketing Right Now What the 2026 Career & Salary Survey is revealing about how marketers are feeling

07:00 — More Responsibility, Senior Roles Disappearing

09:29 — Why Marketing Still Struggles to Prove Its Value

12:47 — Afraid to Move, Unhappy to Stay

15:04 — The AI Pressure and the Skills We Actually Need

16:21 — Burnout, Imposter Syndrome, and Suffering in Silence - Two years of mental health data

19:09 — The Added Weight of Defending the Whole Profession

21:23 — Restructures, Rebrands, and Shifting Job Titles

26:16 — The Cost of Constant Change

30:59 — On Saying No (and Why Pushing Back is So Difficult)

33:21 — The Progression Gap Is Worse for Parents

37:19 — Flexibility as a Right, Not a Favour

40:56 — What Marketers Can Control

44:39 — Charlotte's Advice: Know Your Value

Resources

Blog: Burnout - How Leaders Can Support Those In Their Care - The Whole Marketer

https://www.marketingweek.com/abigail-dixon-marketer-resilience/

Marketing Week - https://www.marketingweek.com/

Host: https://www.linkedin.com/in/abigailcdixon/

Guest: https://www.linkedin.com/in/charlotterogers/

About The Whole Marketer

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #163. This episode is a holistic topic that impacts not only what we do, but how and why – it's the power of being different. We know being distinctive is fundamental for building successful, memorable brands, so today's episode will discuss not only this but why it's vital for marketers to develop the skills and behaviours to be brave and embrace being different at work and in their lives as a whole.

Abby's guest expert on today's episode is Amy Kean, best-selling author, columnist, speaker, voice for change in the advertising and media industry and founder of Good Shout which is an L&D company that brings out the human in people. As a strategist and creative leader, Amy trains teams on how to communicate, collaborate and learn from one another, championing unrepresentative voices and pushing businesses to move from token gestures to tangible action.

In this episode, Amy shares her of definition of embracing difference, why we shouldn't play it safe, culture vs trends, why difference matters in marketing and practical ways for you to embrace difference. Plus Amy's advice for marketers of tomorrow.

00:00:00 Introduction to the Podcast and The Power of Being Different

00:03:40 What Does Embracing Difference Mean?

00:05:23 Front Stage vs. Backstage Selves

00:09:15 Leadership Pressure to Perform and Prove Themselves

00:12:53 The Japan Airlines Buddhist Monk Case Study

00:17:31 The Power of Difference in Marketing

00:22:31 Why Difference Matters

00:25:45 Cultural Trends vs. Fads

00:28:16 Unlocking Difference: Confidence and Self-Belief

00:30:08 Practical Ways to Embrace Difference

00:35:57 Creativity, Safe Spaces, and Community Support

00:37:18 Career Highs and Learnings

00:43:10 Advice for Marketers of Tomorrow

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: 💥 Amy Kean 💥 | LinkedIn

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #162. A topic of personal understanding, today we're discussing personal branding for marketers – the benefits of embracing the LinkedIn platform to connect, share your voice, learn, inspire, network and for your future career development.

Abby's guest expert is Laura Fox who helps individuals and companies to use LinkedIn to their advantage, whether for visibility, growth or leadership positioning. After working at LinkedIn for over 7 years, Laura set up the LinkedIn Fox as a LinkedIn strategist, trainer and speaker – working with a range of clients from individuals and SMEs to large scale companies like Mattel, Unilever, London Business School and more

In this episode, Laura shares her definition of building personal brands, the real-life benefits of doing so, overcoming fears and time constraints, best practice for engagement, plus Laura's 3Ps to start to build your personal brand.

Plus Laura's advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Personal Branding

00:02:46 Defining Personal Brand on LinkedIn

00:04:33 Being Memorable and Relatable

00:06:45 Real-World Benefits of LinkedIn

00:09:40 Overcoming Barriers to Using LinkedIn

00:11:19 Best Practice Approach for Success

00:18:03 Measuring: Quality Over Quantity

00:24:48 Personal vs. Company Use of LinkedIn

00:28:19 Laura Fox's Three P's Framework

00:32:51 Advice for Marketers of Tomorrow

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Laura Fox | LinkedIn

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #161. Today's episode is a personal understanding topic focused on self-belief, which comes from knowing yourself and owning your strengths, your talents, your past experiences to help you build trust in your future choices.

Joining Abby is legendary senior marketer, M&S's Sharry Cramond. Sharry is a multi-award winning marketer – named in the list of the world's top 100 marketers as well as The Marketing Society's prestigious Inspirational Leader award. With a wealth of experience, Sharry leads marketing for Marks and Spencer, one of the UK's most loved and trusted brands and is published author of 'Win Your Lottery".

In this episode, Sharry shares her personal story and perspective on self-belief, why it's important for marketers, examples of how she applies positive mindset, and the power of goal-setting. As well as telling the M&S case study about how they have leveraged their workforce to become brand ambassadors.

Plus Sharry's 'Highs and Grows' and advice for marketers of tomorrow

00:00:00 Introduction to Self-Belief and Mindset

00:02:38 Sharry's Perspective on Self-Belief

00:05:30 The Importance of Self-Belief for Marketers

00:08:17 Building Self-Belief: Shari's Personal Story

00:13:24 Developing a 'Healthy Thinking Diet'

00:15:26 Radiators vs. Drains: Energy, Attitude and Mindset

00:21:16 Accountability and Achieving Goals

00:22:52 Belief and Commitment in Teams

00:26:30 Key Behaviours for Career Success

00:31:18 The M&S Ambassador Case Study

00:39:54 Sharry's Career Highs and 'Grows'

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Sharry Cramond | LinkedIn

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #160. Today's episode is a personal understanding topic on career development, empowering marketers to take the reins of your career by ensuring we are building skills and behaviours to achieve our ideal role and also our future career goals.

Abby's guest is Veronika Kryuchkova, Global Head of Capability for Reckitt. As a global marketing and transformation leader with two decades of experience launching, scaling and turning around brands including at Johnson and Johnson, Teva and Reckitt - and podcast host of Get Superpowered - she is passionate about the human side of transformation, helping teams and organisations build the capabilities they need and career development.

In this episode, Veronika explains being intentional in career choices, key skills for marketers of the future and creating a culture of learning. Plus she introduces the concept of the capability stack and core, human, and future capabilities

Plus Veronika shares her career high and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Career Development

00:03:00 Defining Career Development

00:05:04 Intentionality and the Capability Stack

00:09:12 Core, Human, and Future Capabilities

00:14:15 The Importance of Marketers Owning Their Careers

00:15:49 Forces Shaping Marketing Careers

00:21:58 Key Skills for Future Marketers

00:25:43 The Role of Curiosity and Collaboration

00:33:13 Embedding Skills Beyond Training

00:37:42 Leadership's Role in Learning Culture

00:39:45 Veronika's Career Highs and Lows

00:43:56 Advice for Marketers of Tomorrow

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Veronika Kryuchkova | LinkedIn

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #159. Our first episode of 2026 is a personal understanding and leadership topic on authentic leadership with advice from a senior marketer on key leadership skills and finding your style.

Joining Abby is her guest David Enwright, Marketing Director at the Post Office and a long-time advocate for inclusive, human-centred leadership. With a career spanning HSBC, RBS, Allianz, and the Post Office, he has built a reputation for delivering commercial impact while creating environments where people feel safe, valued, and genuinely able to thrive. As a recognised role model for inclusive leadership, David leads with honesty and empathy, and brings lived experiences and candour to some of businesses most complex challenges.

In this episode, David shares his definition of authentic leadership, the importance of deep active listening, trust and psychological safety, and how he has developed his authentic leadership style. Plus, David's career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Authentic Leadership

00:02:47 Defining of Authentic Leadership

00:05:00 David's Leadership Style

00:06:25 The Importance of Deep Listening

00:08:28 Creating the Right Environment for Conversations

00:09:46 Arriving at an Authentic Leadership Style

00:12:08 Learning from Mistakes and Personal Loss

00:16:05 Recognizing and Preventing Burnout

00:17:51 Building Psychological Safety and Trust

00:21:11 Benefits of Psychological Safety

00:23:09 Encouraging Bold Ideas and Growth Mindset

00:24:47 David's Career Highs and Lows

00:26:58 Advice for Marketers of Tomorrow

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: David Enwright | LinkedIn

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #158. Today's episode is a technical skill on effective brand building and the considerations and competencies you need to build a brand; including the importance of clarity on your strategic choices and the movement you want to make through SMART objectives to ladder up to the commercial objectives.

Abby's guest is experienced, award-winning marketing leader and friend of the podcast Andrew Geoghegan, Group Chief Marketing Officer at William Grant & Sons and ex PZ Cussons and Diageo. His paper on creating a culture of effectiveness at Diageo won Gold, Best New Learning, and Best Use of Data from the IPA and he has been recognised as one of the top 100 marketers by Marketing Week.

In this episode, Andrew shares his experience of brand building and practical advice from his book 'Effective brand building' including organisational context when brand building, making strategic choices, meeting your consumer where they are and how to win/keep winning.

Plus Andrew's highs and lows (since he last appeared on our podcast) and advice for marketers of tomorrow.

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Andrew Geoghegan | LinkedIn

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #157. We're focusing on burnout on today's episode, an issue we regularly and will continue to raise awareness of in our profession. We are passionate about providing support to empower you with the signs and actions you can take to aid in prevention and recovery in our fast-paced, challenging yet rewarding marketing profession.

Joining Abby on this episode is guest expert Dr Richard Duggins, Associate Medical Director for culture and leadership at Kent NHS Foundation Trust and a leading voice on staff wellbeing. A psychiatrist, psychotherapist and leadership coach, Richard has spent nearly two decades helping healthcare and other professionals recover from burnout, anxiety and depression. His work blends clinical expertise with deep insights into organisational culture and he leads a specialist regional wellbeing service for over 175,000 health and social care staff and works with the NHS practitioner help.

In this episode, Richard shares insights from his book 'Burnout-Free Working: Your Expert Guide to Thriving in Stressful Workplaces' and discusses what burnout is, warning signs that you're on the edge of the burnout cliff and 5 ways to avoid it. Plus practical frameworks like the "exhaustion funnel" and "drain and radiators" and finding a decompression activity to boost your energy.

Plus Richard's advice for marketers of tomorrow.

00:00:00 Introduction to Burnout

00:02:31 Defining Burnout

00:04:22 Recognizing Burnout in Ourselves and Others

00:07:32 The Exhaustion Funnel

00:09:16 The Burnout Cliff

00:13:00 Personal and Professional Factors in Burnout

00:17:36 Impact of Perfectionism

00:21:42 Resilience

00:21:50 Radiators and Drains Model

00:29:09 Five Ways to Prevent Burnout

00:35:11 Looking Out for Others: The Three L's

00:39:09 Building a Supportive Culture

00:40:02 Final Advice for Marketers

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Dr Richard Duggins | LinkedIn

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #156. This episode of personal understanding is a skill for marketers in our ever-changing, challenging yet rewarding profession.

We're discussing resilience - not to be confused with endurance. We believe building resilience is about individuals feeling empowered to proactively put in place what they need to ensure that they have the energy and wellbeing levels to deal with day-to-day life and setbacks when they inevitably occur.

Abby's guest expert on this topic is Drew Povey, author, leadership coach and mentor with over 25 years professional experience in multi-sector, executive level leadership across a wide range of sectors including elite sport, corporate, nonprofit and government settings. Drew's recently published book 'When the Clouds Come: Dealing with Difficulties, Facing Your Fears, and Overcoming Obstacles' includes his models and tools to support leaders with resilience.

In this episode, Drew shares his definition of resilience, building resilience like a muscle and practical models from his book, including the "Five H's" for effective leadership in tough times and BEST LIFE for well-being.

Plus Drew's advice for marketers of tomorrow to build their tolerance to change.

00:00:00 Welcome and Introduction to Resilience

00:01:11 Defining Resilience vs. Endurance

00:03:41 Drew Povey's Perspective on Resilience

00:07:30 Resilience and Well-being

00:12:06 Drew Povey's Book: When the Clouds Come

00:15:21 The Cloud Analogy

00:20:32 "BEST LIFE" Model

00:23:01 Building Resilience Like a Muscle

00:28:03 Perspective and Leadership During Change

00:33:40 The Three P's Model for Difficult Times

00:38:10 Change as a Process, Not an Event

00:38:56 The Five H's for Dealing with Difficulty

00:47:55 The Power of Pause in Leadership

00:51:32 Summary and Final Reflections

00:52:07 Final Advice for Marketers of Tomorrow

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Drew Povey | LinkedIn

When the Clouds Come: Dealing with Difficulties, Facing Your Fears, and Overcoming Obstacles: Dealing with Difficulties, Facing Your Fears, and Overcoming Obstacles: Amazon.co.uk: Povey, Drew: 9780857089175: Books

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #155. Today's focus is a personal understanding topic on the importance of marketers owning and sharing their authentic voices - especially on platforms like LinkedIn.

Joining Abby is her guest Nicola Kemp, Editorial Director for Creative Brief. Starting her career as a financial journalist, Nicola has worked for titles including Campaign, WGSN, M&M Global, Reuters, Bloomberg, The Guardian and The Observer. Today, Nicola is a passionate advocate speaking out for diversity in all its forms in the creative industries. A respected voice, Nicola won the Woman in Marketing Journalist of the year award, named as one of the 200 women redefining the creative industry by The Dots, an #EverydayAction award winner by Bloom, a Pitch 100 Superwoman, a Power Part Time winner and a Campaign Trailblazer of the future.

In this episode, Nicola shares her definition of sharing your voice, overcoming internal doubts, external barriers like misogyny, and the need for diversity of thought and positive change in marketing. Plus, practical advice on building confidence, starting small, and focusing on personal strengths.

Nicola also shares her career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Owning and Sharing your Voice

00:02:28 What it Means to Harness the Power of Your Voice in Marketing

00:03:40 The Social Responsibility of Using Your Voice

00:04:47 Barriers, Backlash and Self-Editing

00:15:31 The Importance of Community

00:18:14 How to Start Sharing Your Voice

00:20:54 Humility and Curiosity

00:29:30 Building Clarity and Self-Understanding

00:32:42 Developing Confidence

00:35:58 The Power of Vulnerability and Authenticity

00:37:48 Nicola's Career Highs and Lows

00:42:17 Advice for Marketers of Tomorrow

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Nicola Kemp | LinkedIn

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #54. Programmatic Marketing is the technical skill in this episode. Programmatic marketing is the machine automated, real-time bidding to place ads to relevant and targeted audiences. It is audience-led targeted advertising using data to focus on the person or place, rather than a particular keyword.

Joining Abby is James Kenny, head of programmatic marketing at Search Laboratory. He works with a variety of clients to manage their display, video, audio, native and paid social activity.

James explains what is programmatic marketing and how it works, pros and cons, how to use it within your strategy and his advice for marketers of tomorrow.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Episode #53. 'Data to create impact' is the technical skill in this episode. As marketers' roles are evolving to be the voice of the consumer and lead the commercial agenda, we need to have a variety of quality data sources to allow us to both monitor effectiveness but also use to mine to develop customer insight.

Abby's guest expert on this topic is Mark Phibbs, currently VP of Marketing at Cisco and also has a rich background working in tech companies. He also leads a consolidated centralised insight and analytics function.

Mark shares his advice for marketers to utilise data and why he believes we should know our customers better than everyone else in the business. Plus his honest and relatable career highs and lows.

Episode #51. The technical skill focus in this episode is Brand Love, a concept developed by Marc Cox which is centred on the principle that brand love starts from within the organisation; passionate employees who authentically deliver the company values, company behaviour and customer relationships will create memorable customer experiences, which in turn drives sales.

Abby's guest expert to share more on his concept is Marc Cox, author of "The business case for Brand Love" and founder of Company Spirit - supporting organisations to build equity beyond transaction, through experience and their employees.

In this episode, Marc shares why what the company is saying and doing should be in sync, the importance of experience and what this means for you as the organisation's marketer.

Episode #51. This episode is an area of personal understanding – purpose and impact for marketers. We've covered purpose previously on the podcast but this episode also explores defining your purpose and then incorporating into storytelling for maximum impact.

Today's guest is Jeremy Connell-Waite, author, keynote speaker and Global Comms Designer at IBM, building compelling narratives for their clients.

In this episode, Abby and Jeremy discuss how to define your purpose, referencing Simon Sinek and Ikigai and reframing what gets you out of bed in the morning vs what keeps you up at night. Plus Jeremy shares his magic formula of great storytelling, stories vs business stories, his career highs and lows and advice for marketers of tomorrow

Episode #50. Diversity and inclusivity is the topic in today's episode and why it's important for marketers to understand and represent all our consumers across a range of ethnicities, religion, disabilities, gender, LGBT+, neurodiverse and social backgrounds so that they feel accepted and belong.

Abby's guest expert is Sherice Anibaba, Global Head of Brand at Speedo and previously worked at Britvic and Innocent. In this episode Sherice shares personal experience and actionable advice for how marketers can increase diversity and inclusion.

Plus why it's a necessity tool for marketers, why it should start at ideation - not just in comms and how to be authentic in representing minority groups.

Episode #49. This episode is a technical skill on consumer-centric marketing. Consumers now hold more power; the increase in choice and advancements in technology and logistics means that they can access products and services from almost anywhere. Businesses thriving today are investing in truly understanding their consumer at a deep-rooted emotional level and putting the needs of their consumers first.

Joining Abby is Nick Rabin ex-client side marketer turned consultant and the newest affiliate consultant to join the Labyrinth Marketing team. During this episode Nick shares how to be a consumer centric organisation (the 4Cs), understanding your consumers beyond the usual demographics and the dangers of assumptions vs facts.

Episode #48. Clarity is the topic of this episode, which is both a technical skill and area of personal understanding for marketers. Clarity is beneficial for personal and professional development – as a marketer to have clarity on strategic choices and where you want to take your brand, as a leader to give clarity to your team with communication and expectations, and as an individual, to have clarity on your values, strengths and what we bring to the world.

Abby's guest expert is Ross Farquhar, Marketing Director of Little Moons, recently awarded one of the top 100 marketers in Marketing Week. In this episode, Ross shares the importance of clarity and how to apply it within your marketing role, whatever level of seniority. Plus his career journey and how his breadth of roles (ranging from Cadbury, Wagamama and agency-side) have benefitted his career yet strengthened fundamental and transferrable marketing skills such as clarity.

Episode #47. This episode is about the evolution of the marketer's role and competencies; reflecting on the changes in the marketing profession, evolution of skills and key developments that have shaped the industry.

Joining Abby is Russell Parsons, Editor in Chief for Marketing Week and Festival of Marketing. Having worked at Marketing Week - a leading publication in our industry - for over a decade, Russell is well placed to share his observations of our industry changes.

In this episode, Russell shares how marketers are expected to know more today, doing more with less budget, the rise of the conscious consumer and the watchout of short-term efficiency vs long-term effectiveness.

Episode #46. The topic in this episode is purpose-led marketing. Many passionate marketers are becoming more aware of how their skills can be used to benefit and impact society as a whole, beyond profits.

Abby's guest expert is Anna Mullenneaux, co-founder of two amazing purpose-led platforms:

Pimp My Cause is a service that matches smaller charities with little marketing resource to experienced marketing volunteers. More recently Anna created the Marketing Kind, a membership community focused on helping marketers use their skills to create change for good.

In this episode Anna talks about the rise of purpose-led marketing, how Pimp My Cause and Marketing Kind started and how rewarding it can be to get involved – the chance to give back, be creative, learn new skills and support a cause you're passionate about.

For more information see:

https://www.pimpmycause.org/

https://www.marketingkind.org/

Episode #45. NEW Series 3 – Leadership with impact through self-awareness is the topic in this episode – how great leadership that leads and inspires starts with knowing yourself, what you're like to be around and how others experience you.

Joining Abby is Sara Tate, recent CEO of Top 10 advertising giant TBWA London, multi-award-winning both as an agency and leader. Sara is passionate about culture and organisational change and the co-host of self development podcast the Rebuilders.

In this episode Sara shares her definition of leadership and the importance of self-awareness (not only for your own leadership style but also bridging gaps between your intent vs the impact it has on others around you). Plus why 360 reviews and personality tools can be useful to start conversations about self-awareness amongst your team.

Episode #44. Series 2 finale – Marketing Leadership and the skills & traits of great marketing leaders are the focus of this episode. Joining Abby is Sophie Devonshire, CEO of The Marketing Society. As a marketer, entrepreneur, best-selling author of Superfast – Lead at Speed, award-winning consultant and now leader of the world-renowned marketing network and community, Sophie has valuable insight on skills and mindset of successful marketing leaders.

In this episode, Sophie discusses the role of marketing leaders as connectors and change makers, why the best leaders invest time to understand themselves, leading with velocity and the power of being in a marketing community.

Series 3 will be back later in the year, in the meantime please visit www.thewholemarketer.com for free resources, training programmes, coaching, mentoring and the Whole Marketer community.

Plus, The Whole Marketer book is now available in all good online and in-store book retailers.

Episode #43. Challenger brands is the topic in this episode: exploring differences in marketers' technical and soft skills needed vs established brands. Challengers are brands that enter a category but push against an existing concept or competitor to address pain & gain points of the consumer.

Abby's guest is Lottie Unwin, ex P&G, ex-Head of Marketing at Propercorn and now Founder of the Copy Club marketing community - supporting over 3000 (and growing) marketers who are under pressure delivering entrepreneurial marketing in fast-growing challengers and start-ups.

In this episode Lottie shares the difference between a challenger and entrepreneurial brand, the mindset and skills to lead a challenger brand, career high and lows and why challenger and entrepreneurial marketers can benefit from marketing communities.

Episode #42. This episode discusses the skills marketers need for today and tomorrow and the value of being in a marketing community for support.

Joining Abby is Joe Glover, Founder of the Marketing Meetup – a welcoming community of over 20,000 'positively lovely' marketers coming together to listen, learn, meet, and share knowledge.

In this episode Joe shares his views on the role of marketing, and skills & mindset for today's marketers. Plus how the Marketing Meetup was formed, how it's changed his life and his career highs and lows.

Episode #41. The technical skill in this episode is Digital Transformation. For Marketers, this includes the adoption of technology across all areas of the business which can improve and enhance the products, services and experience to meet the needs of the consumer.

Today's guest expert is Paul Frampton, leading digital and media marketer, President of Control V Exposed and ex Group CEO Havas Media. Talking to Abby, Paul shares leadership advice on navigating change, trends, focussed curiosity and advice from his career highs and lows. Plus why leaders shouldn't outsource all your understanding of technology to agencies.

Episode #40. Empowerment is the personal understanding topic in this episode and an underlining principle of the Whole Marketer approach - to support and empower the marketers behind the brand or business.

Abby's guest is Mark Evans, exec level marketer at Direct Line as well as several non-exec roles and passionate about giving back to the marketing community.

In this episode, Mark shares his career journey from student to C-suite and how 'forced pivots' through redundancy allowed him time to reflect and build his personal understanding. As a marketing leader, Mark gives advice on empowering others to be the best version of themselves and why marketers should user their curiosity of consumers to apply to their own journey of empowerment.

Episode #39. Innovation is the technical skill featured in this episode. Innovation for marketers is the development of new or changed products or services that delivers solutions to consumers' pain and gain points and efficiencies based on insight. Abby is joined by Kevin Verbruggen an experienced marketer, previously head of innovation at Weetabix plus Kellogg's, Cadbury and California Prunes. In this episode, he provides lots of practical advice on the skills needed throughout the innovation process, true innovation vs renovation, the importance of an innovation strategy, why innovation doesn't stop at the launch and more...

Episode #38. This episode covers a personal development topic for marketers – Imposter Syndrome. Although it has become somewhat of a buzzword, imposter syndrome was identified by psychologists as when an individual doubts their skills, talents and accomplishments with constant fears of not being good enough and being 'found out'. Joining Abby in this episode are the founders and hosts of the Imposters Club podcast - Sinéad Kennedy Krebs and Melissa Murdock. They share why feeling imposter syndrome is not your fault, the 5 types of imposter syndrome and that it could actually be your superpower if you recognise how it manifests and how to stop it holding you back.

Episode #37. Experiential marketing is the technical discipline in today's episode. Here to explain why experiential is more than sampling or a bolt-on to a brand campaign is Lucy Gillions and Jo Curtis, founders of Jackanory agency. They share with Abby their passion for experiential to tell brand stories in an immersive, sensory experience and advancements in measurement techniques to demonstrate effectiveness and ROI. Plus, the impact of the pandemic (personally and for their industry) and the future of hybrid experiential with real life and digital audiences... even after Covid restrictions.

Episode #36. Planning is the technical marketing skill explored in this episode. As the pandemic has provided significant challenges for businesses, many brands and agencies turn to their agency planners for guidance; but how are planners responding to predicting the unpredictable? Abby is joined by Callum Saunders, head of planning at Zeal Creative, overseeing all insight and planning & strategy work for brands including Nestle, Pringles, Kellogg's and Arla. In this episode, Callum shares the role of agency planners (internally and externally), how the role of agency planning has changed and trends to be aware of now writing your long-term strategy.

Episode #35. The technical skill in this episode is creative brand strategy... the basis and stimulation for great creative output from your agencies. It's a creative solution to a business problem that tells the brand story in a way that's understood both internally and externally. Joining Abby to discuss the role of creative brand strategy for marketers and the skills of a good strategist is Caroline Morell Bøstrup Asmussen. Caroline is an award-winning independent strategic consultant working with some of the biggest global network agencies as well as directly with brands client-side, particularly in fashion. In this episode Caroline shares the personal skills she believes make a great strategist, her approach to translating the commercial objective into a creative brief and why being humble and a great listener really is a strategist's superpower.

Episode #34. Shopper Marketing is the technical skill explored in this episode. As marketers, we have all felt the impact from lockdown and how the purchasing journey has changed for consumers this past year; but what can you do to adjust your shopper marketing plans for now, and if/when will normality return?

Joining Abby is shopper marketing expert Hamish Clarke. Having previously worked for many years with household brands such as Nestlé, Pladis and Treasury Wine Estates, Hamish founded and now runs Klynk Ventures and Epic Snacks, championing challenger and drinks brands. In this episode Hamish shares the changing landscape of in-store marketing, what appeals to retailers, where he would recommend marketers invest from a shopper perspective and why investing in relationships is so important.

Episode #33. This episode's soft skill for marketers – particularly marketing leaders – is empathy. To discuss how the needs of employees have changed and therefore why being an empathetic leader is a necessary skill to get the best out of your team, Abby is joined by a truly inspiring guest expert, Katy Leeson. Katy is a huge advocate for empathy, honesty and sharing vulnerability, which she talks about in her popular podcast 'I shouldn't say this but'. As Managing Director of Social Chain, Katy tells Abby her experience of supporting her agency throughout lockdown, her career journey, clarity on her values and her own personal definition of success. A fantastic conversation, not to be missed!

Episode #32. 'How to make an impact' is the soft skill for marketers in this episode. Many of us will know it's not only 'what you say', but 'how you say it' that conveys your message. But have you ever thought about exactly what impact you'd like to leave your audience after you've left the room and aligning your body language, vocal qualities and content to meet that? Abby's guest expert is the Impactologist, Martin Brooks who is a communications coach, author, fellow trainer at CIM and will be releasing his card deck "Body Language Decoder" in October. He shares what qualities make an impact, knowing your audience's 'hot buttons' and the secret trick to have up your sleeve to create impact that sets you apart.

Episode #31. This episode is both a technical and a soft skill as we discuss procurement & agency management, in order to develop great partnerships with your agencies. Think procurement is just about haggling prices...? Think again! Abby's guest to discuss all the benefits of involving procurement early on and to support your ways of working with agencies is Tina Fegent – procurement expert with over 25 years experience in procurement, both client-side and agency-side, and who now has her own consultancy with clients including Amazon, PepsiCo and SSE. Tina discusses the role of great procurement to support you strategically, what to think about with your remuneration model and tips for client-side marketers to develop a great relationship with your agency.

Please note there are some minor sound quality issues on this episode.

Episode #30. This episode is one that we're frequently asked to cover and Abby is delighted to have an awesome guest to talk about it... The topic is 'marketing challenger brands on a shoestring' and Abby's guest expert is Julia Kessler, co-founder of challenger soft drink brand Nix & Kix. Julia shares valuable insight into where their limited investment has maximum impact and what she does to gain clarity on who her target consumers are. Plus, how to fail fast (and learn from it) and the importance of packaging for your consumers to begin their brand experience.

Episode #29. Fulfilment in the workplace is the personal understanding topic in this episode and is very close to Abby's heart as a large part of The Whole Marketer concept. Fulfilment is the emotive feeling we get when we're edging towards our goals and dreams... doing our life's calling and purpose. And the secret is that you can define what gives you fulfilment, to know what to work towards and on. Abby is joined by guest Victoria Fox, CEO of AAR group to discuss fulfilment, as Victoria shares her own experience in pausing to reflect then choosing a career path that enabled her to be her true self at work. Victoria and Abby discuss "healthy selfish" to take time to understand yourself, identifying your values and what this means for your marketing career.

Episode #28. This week's topic is of leadership and personal understanding– Belonging. Belonging in the workplace is a feeling that you are appreciated for who you are and encouraged to be yourself. Joining Abby are Pearl&Dean CEO Kathryn Jacob OBE, Mediacom's Sue Unerman and coach Mark Edwards, who together recently collaborated on their book 'Belonging'. They discuss diversity, the need to train your people to improve their emotional intelligence, to develop empathy and what you can do to support the people around you. Not only will you have a stronger team with more rich and diverse thinking, but as a marketer, the empathy you develop is also fundamental for understanding your consumers.

Episode #27. 'Being' is the topic in this episode, with the focus on Leadership and personal development to understand the leader (and person) you want to be. Joining Abby is popular Leadership practitioner, author, speaker and coach Ben Renshaw, who has worked with giants such as Unilever, Coca-Cola and Sky. Encompassing the true spirit of becoming a 'whole marketer', Ben shares his qualities of good leadership - that it is not a 'to do' list but a way of being - and how you can apply this through inspiration, curiosity and intent.

Episode #26. This episode's technical skill is sustainable marketing and looks at what we as marketers can do to take charge and drive the sustainability agenda. This special episode features three guest experts (and 3 good friends who are also fellow… fellows of CIM ; ) and co-authors of new book Sustainable Marketing: Gemma Butler, Dr Geraint Evans and Michelle Carvill. As marketing experts, they embarked on a journey to educate themselves on how to lead a sustainable organisation and talk to Abby about what they discovered, how you can get started and just how critical marketing is in being a catalyst for change.

Episode #25. This episode discusses the competencies that today's marketers need to thrive. Joining Abby in this enjoyable and enlightening conversation is Ritchie Mehta, CEO of the School of Marketing. Hear Ritchie's thoughts on why the role of the marketer really comes to life in times of turbulence and the holistic skills you need to be the growth engine of the organisation across the 4Ps (not just comms). Plus why we need to attract new, diverse talent to our industry beyond the stereotype of promotions and comms.

Episode #24. This episode is a soft skill about being entrepreneurial – the ability to identify new strategic opportunities and having courage to challenge and take risks to solve them creatively and quickly. Abby's guest in this episode is Mary Wilson; as Global Marketing Director for Lil-Lets and having worked on other challenger brands, she knows the importance of entrepreneurship. Mary and Abby discuss what is an entrepreneurial mindset and why marketers need it, plus how to challenge constructively without annoying or alienating (and the skills and behaviours you need to do so) to elevate yourself, your brand and your organisation.

Episode #23. Welcome back! Series 2 kicks off with a relevant technical skill on Influencer Marketing. Social platforms have become even more important since the pandemic and Abby's guest expert to talk about its role for marketers is Lisa Targett from Tribe. Tribe has produced almost 15,000 campaigns to connect brands with everyday people through content – Waitrose, Unilever, TikTok to name a few. In this episode Lisa shares the evolution and future of Influencer Marketing and how marketers can use it to authentically connect with their true customers at scale, throughout the customer journey.

Episode #22. Marketing Leadership is the soft skill featured in this episode, as Abby is joined by Thomas Barta - Marketer, Masterclass course founder and Author of 'The 12 Powers of a Marketing Leader'. Thomas shares lots of wonderful, practical examples of challenges facing today's marketer and elaborates on some of 12 key skills from his book, including knowing how to influence, having a dream and building credibility. Plus why as a marketer you need to behave a bit more like the finance department, listen to find out why...

Thomas has kindly shared a worksheet to accompany this episode, please contact Vicki@labyrinthmarketing.co.uk for your copy.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon

Guest LinkedIn

https://www.linkedin.com/in/tbarta/

Episode #21. This episode focuses on the skills that the next generation of marketing leaders need as a whole, but with a particular focus on personal development. Abby is joined by the legend that is Sherilyn Shackell, founder and global CEO of The Marketing Academy, who provide scholarships and mentoring programmes to the brightest in our industry to step change the ability of our marketing leaders from around the world. Sherilyn shares her inspirational story of why she was driven to start The Marketing Academy, what you will gain from the programmes and how you can apply. This episode will leave you feeling pumped and ready to take on anything!

Episode #20. In this Episode, the role of the CMO is explored with guest Pete Markey, Chief Marketing Officer of TSB. Pete has enjoyed huge success with companies such as British Gas, the Post Office and More Th˃n insurance (which led to him winning the Marketing Society's Marketer of the Year award). He talks to Abby about his career highs and lows, why CMOs need to become an artist, scientist and politician, and what makes a great CMO in today's climate. Plus hear about Pete's "goldfish moment" (it'll make sense when you listen!) and why you need one.

Guest Pete Markey

https://www.linkedin.com/in/petermarkey/

Host Abigail Dixon

https://www.linkedin.com/in/abigailcdixon/

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Episode #19

This episode explores the key skill of creativity; what it is and how brands and individuals can cultivate it to answer real business challenges. In conversation with Labyrinth's very own Shelford Chandler, Abby explores the importance of tapping into our creative core (which we all have!) with Shelford imparting his creative wisdom through actionable tips and advice. With a raft of creative experience working with some of the world's biggest brands, Shelford shares insights and stories of brand creativity brought to life.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest LinkedIn

https://www.linkedin.com/in/shelford-chandler2018/

https://www.shelfordchandler.co.uk/

This episode explores the technical skill and value of brand purpose; what it is and how it manifests in an organisation. In conversation with Kim Gelling of Ella's Kitchen, Abby explores why brands who are focused on a 'greater good' find greater connection with their employees and consumers alike and how brands can embed purpose-led strategies that deliver. With plenty of tangible examples, this episode gives a real insight into how a hugely successful purpose-driven business is delivering value inside and out.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest LinkedIn

https://www.linkedin.com/in/kim-gelling-1667137/?originalSubdomain=uk

https://www.ellaskitchen.co.uk/

Episode #17. This episode explores the technical skill of Omnichannel Marketing. To discuss what it is and the benefits of this approach for your marketing plan, Abby is joined by Jackie Scully of Think Publishing – a content creation agency. Jackie gives examples of who is doing Omnichannel well and why, and how to create great content in today's landscape. Plus Jackie talks us through her 5Ps model to build an ominchannel campaign.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest Jackie Scully

https://www.linkedin.com/in/jackie-scully-30a7449/?originalSubdomain=uk

Episode #16. Global Leadership is the marketing skill discussed in this episode. Joining Abby with some valuable advice for marketers who are responsible for global growth is Shweta Harit, Global Brand Vice President of Evian. Shweta's extraordinary career spans over two decades working for multinationals including Unilever, Kellogg's and Danone. In this episode she shares the importance of listening to your local markets and local culture vs global structure. Plus her advice for marketers to act like a founder, bring your whole self to work and drilling down to find out why some campaigns work in markets and not others.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest Shweta Harit linkedin.com/in/shweta-harit-1678394

Episode #15. This episode's technical skill is Agile Marketing – a mindset and process, that is rising in popularity, which is based on creating smaller autonomous cross-functional teams to address customer problems efficiently in a test and improve culture. Abby's guest is ex Santander Head of Marketing and consultant Rachel Chapman at RBC future focus, who answers my burning questions on the agile marketing approach and it's benefits, how to recruit the right teams and how to get started.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest Rachel Chapman

https://www.linkedin.com/in/rachchapman/

Episode #14. Behavioural Science is the topic discussed in this episode; a skill that relatively still less known within in its use in marketing, but there are clear benefits, as discussed in this podcast. Abby is joined by Kate Socker, founder of Twigged Innovation who uses behavioural science to uncover the 'why' of consumer behaviour and not just the 'what'. Listen to hear where behavioural science has evolved from, what it means for marketers and 4 reasons to incorporate it early into your strategic and innovation process.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest Kate Socker

https://www.twiggedinnovation.com

linkedin.com/in/katiesocker

Episode #13. The focus of this episode is Insight, a truly important technical skill for today's marketer. Joining host Abby is Labyrinth Marketing's own insight consultant, Julian Watson. Julian takes us through the evolution of market research and some of the exciting new tools and processes, such as 'design thinking', to uncover insights across markets, competitors and consumers. But is new always best? Julian offers great advice on how to use what's already available to you and how to focus on the problem not the methodology.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Episode #12. In this Episode, Leadership is the soft skill explored with guest Katherine Whitton, Chief Marketing Officer of Specsavers. Katherine's leadership style is inspiring as she shares with Abby the 8 pillars of good leadership, why leadership is not just about authority and how to create an environment of bravery, learning, reassurance and recognition. Plus as a marketing leader, why now is not the time to cut your marketing spend.

Guest Katherine Whitton

linkedin.com/in/katherine-whitton-0222384

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Episode #11. The topic in this episode is a technical skill - Brand Measurement. Joining host Abby to share practical tips and advice is Richard Bambrick, Global Senior Insights Manager at Pentland Brands (Speedo, Mitre plus more). Richard shares the importance of brand tracking as a tool for marketers to understand consumer behaviour and demonstrate impact, as well as some great advice for what you should/shouldn't be tracking as a KPI. Plus why marketers should be sceptical and develop their skills in critical thinking to challenge market research.

https://www.linkedin.com/in/rbambri/

Bamboozled.co

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Episode #10. In this episode, Abby's guest is legendary bestselling author, keynote speaker and Coach Peter Docker (co-author of Find Your Why alongside Simon Sinek and david mead). The episode focuses on Commitment – how we as humans are driven by love or fear, the difference between your purpose and declaring your commitment and how this impacts on you as a human and your personal journey of growth and fulfilment in life. But also some key take-outs for marketers are how you can lead and be trusted especially when your commitment is being tested under pressure.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest: Peter Docker

https://www.linkedin.com/in/peterdocker/

https://www.whynotunlimited.com

Episode #9. This episode is about you the marketer and embracing your personal values to have the most fulfilling marketing career and life. Taking the time to understand your values, how they affect the type of company/brand you want to work for and your leadership style can be a valuable exercise; one that host Abby has personally benefitted from. Abby is joined by entrepreneur Alex Hirst, who shares his story of how his values inspired a new 'workstyle' concept of flexible freelance working with his business as co-founder of The Hoxby Collective.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest: Alex Hirst

https://www.linkedin.com/in/alexhirst/

https://hoxby.com

Episode #8. The topic in this episode is marketing competencies. Abby is joined by Gemma Butler, Marketing Director for the Chartered Institute of Marketing, the world's leading professional marketing body. Gemma discusses the biggest competencies needed for today's marketer, what we can learn from brands such as Netflix, McDonalds and Dollar Shave Club on great marketing practice and how marketing is evolving.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest: Gemma Butler

https://www.linkedin.com/in/butlergemma/

Episode #7. Let us tell you a story... This episode focuses on Storytelling, a brilliant soft skill for marketers to not only connect emotionally with consumers, but a useful tool for internally leading and inspiring your organisation. Joining host Abby is successful author, trainer and strategist Anthony Tasgal. He shares the 'golden thread' storytelling method, why you should let yourself 'wander' to share inspiration and in an industry obsessed with numbers and data, the importance of emotion to be memorable, resonate and influence your audience.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest: Anthony 'Tas' Tasgal

https://www.linkedin.com/in/tastasgal/

Episode #6. This episode focuses on Social Media – a technical skill that has truly changed the landscape for marketers to build greater connections and insight with your consumers and customers, when done well. Abby's and Social Media expert guest is the awesome Michelle Carvill, successful author of 4 books including #getsocial and director of Carvill Creative agency. Discuss the the true benefit of social media for B2C and B2B brands, who's doing it well (and why), how to utilise as a form of insight, how to improve your social media presence by improving internally first and how to avoid the pitfalls of simply broadcasting or ' filling the feeds' to get the maximum impact from your social media strategy.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest: Michelle Carvill

https://www.linkedin.com/in/michellecarvill

www.Carvillcreative.co.uk

Digital Marketing: with guest Daniel Rowles Episode #5. In this episode, Abby is joined by her fellow CIM trainer and Digital Marketing superstar, Daniel Rowles. As CEO of Target Internet (which provides online courses, training and industry benchmarking for digital marketing) Daniel is a leading voice on digital trends, opportunities and challenges facing marketers. In this chat with Abby he talks about skills gaps, how to keep pace with fast moving technology and bringing the fundamental principles of marketing into your digital channels as well as top tips on new resources to explore….. living legend. Resources mentioned in this podcast:

Benchmark: https://www.targetinternet.com/benchmark-digital-marketing-skills-assessment/ Digital Marketing Toolkit:https://www.targetinternet.com/resources/DigitalMarketingToolkit.pdf

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest: Daniel Rowles

https://www.linkedin.com/in/danielrowles/

Episode #4 – In this episode, Abby discusses the soft skill of Conviction with Graze CEO Anthony Fletcher. We love that Anthony is one of those 'gold dust' CEOs that has risen up the ranks from a marketing background and understands the benefits to lead business growth (preach!). Anthony shares his experience about using conviction and leadership skills to get others on-board, plus the need for marketers to speak up with conviction to be the voice of the consumer within the organisation.

Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

Host Abigail Dixon https://www.linkedin.com/in/abigailcdixon/ Guest Anthony Fletcher :linkedin.com/in/anthony-fletcher-3b766a27

Episode #3. Business Acumen is the key skill explored in this episode as Abby invites the amazing Emma Heal to share her expertise – as the ex Managing Director of Graze (the UK's no.1 healthy snacking brand) and now MD and partner of Lucky Saint, she knows how to grow commercially successful brands. Emma talks passionately about ensuring commercial and brand teams are united in their purpose, why your team should share your P&L and how to be open about the return on investment (ROI) for short-term payback and long-term brand building.

Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk

Host Abigail Dixon https://www.linkedin.com/in/abigailcdixon/ Guest Emma Heal :https://www.linkedin.com/in/emmaheal/

Episode #1. In this episode, Abby discusses the soft skill of Resilience for marketers with the awesome human Alice Ter Haar – People Strategy & Development Manager at Deliveroo and founder of Bad Ass Unicorn personal development. Join their uplifting conversation where Alice shares her 5 pillars of resilience, plus the importance of knowing your values to increase your resilience and fulfilment in these uncertain times.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/

Guest: Alice Ter Haar

https://www.linkedin.com/in/alice-ter-haar/

Episode #2. This episode's topic and skill is the Holy Grail for most marketers - building brand connections and meaningful experiences with your consumer. Talking to Abby is the creative wizard and founder of Meredith Collective, Meredith O'Shaughnessy. Meredith shares the importance of brand experiences (with some great examples) and why experiences will still matter for marketers in a post Covid-19 world. Plus,using your gut instinct and "inner crazy" to harness your curiosity.

Sponsored by Labyrinth Marketing: www.labyrinthmarketing.co.uk @labyrinthmarketing Host: Abigail Dixon https://www.linkedin.com/in/abigailcdixon/ @wholemarketer Guest :Meredith O'Shaughnessyhttps://www.linkedin.com/in/meredithoshaughnessy/

Welcome to The Whole Marketer podcast. Our host Abigail Dixon, Founder and Director of Labyrinth Marketing, is passionate about supporting and empowering the people behind the brands and businesses, to step change their growth. In each podcast, she along with her subject matter expert guest, will discuss a key skills; technical, soft or an area of personal development to support your growth as marketers in today's challenging yet fulfilling profession.

Episode #154. We're back! Season 9 kicks off with a fundamental technical skill for marketers growing the brands and businesses of tomorrow… we're discussing marketing's role in leading the long-term commercial agenda, what you can do to build trusting and collaborative relationships with your finance department and how to build the link between marketing and commercial results.

Abby's guest expert is Naomi Walkland, Chief Marketing Officer at Motorway, which is the UK's fastest growing car marketplace. In her role, she oversees the company's brand and product marketing, growth marketing, creative communications and business marketing team. Previously, Naomi served as the VP of Bumble, where she led the international marketing team, driving new customers and revenue growth outside of the US. Naomi is an Honorary Fellow of the Marketing Society, and has been recognised by Marketing Week and Campaign Magazine as one of their top marketing leaders in the UK.

In this episode, Naomi shares what it means to lead the long-term commercial agenda, developing your financial literacy, building relationships with finance and modelling this with your teams, and the importance of transparency and shared responsibility with your CFO.

Plus her experience at Bumble and Motorway, career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Marketing's Role in Leading the Long-Term Commercial Agenda

00:04:27 Importance of Sustainable Growth

00:06:05 Building Evidence of Marketing's Impact

00:08:53 Building a Relationship with the CFO

00:10:07 Transparency and Shared Accountability with Finance

00:14:52 Taking Calculated Risks

00:17:49 Honesty and Trust in Marketing Leadership

00:19:34 Developing Courage and Humility as a Leader

00:23:10 Educating Teams on Commercial Understanding

00:24:02 Investing in your Financial Literacy and Development

00:28:24 Naomi's Career Highs and Lows

00:31:58 Advice for Marketers of Tomorrow

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Naomi Walkland | LinkedIn

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

Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service.

Visit www.thewholemarketer.com to hear how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing.

Contact hello@thewholemarketer.com to get in touch with Abby and the team.

Episode #153. This topic is a technical and human skill that all marketers should strive to develop in order to solve problems and inspire new thinking, ideas, products and experiences for your consumers and your organisation… we're talking about creating a culture of creative excellence – what it is and how to get started.

Abby's guest expert is Rich Atkinson-Toal, VP of Global Brand and Marketing at Amex Global Business Travel. His marketing and communication leadership experience extends across B2C and B2B brands including Barclays and Barclaycard. Over the last 18 years, Rich has worked across all marketing and management disciplines, including media, creative, marketing, technology, production, communications, planning and activation. He is also deputy chair and non-executive director of the Data and Marketing Association and as a growth orientated, passionate and ambitious leader he believes culture and purpose are key components of brand and business success.

In this episode, Rich shares his definition of creative excellence, the process he puts in place as a leader to make time and space for creativity, reviewing and aligning creativity, starting your creative excellence culture and how to engage your team.

Plus his highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction Creative Excellence

00:04:15 Defining Creative Excellence

00:07:04 Clarity and Alignment in Creativity

00:08:06 Creativity as a Mindset Across the Organisation

00:10:01 Practical Steps to Shift Creative Culture

00:14:53 Creative Reviews and Consistency

00:19:13 Measuring External Creative Excellence

00:25:10 Skills and Behaviours for Creative Teams

00:30:35 Protecting the Creative Team Environment

00:34:12 Lessons Learned in Creative Transformation

00:38:08 Career Highs and Lows

00:42:27 Advice for Marketers of Tomorrow

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Rich Atkinson-Toal | LinkedIn

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

Episode #152. Today's focus is a technical skill on advertising – specifically the significant implications of uninspired advertising and how to overcome dullness in your work.

Abby's guest expert is Adam Morgan, legendary marketing strategist, speaker, podcast host and author of Eating The Big Fish (which first popularised the term challenger brands some 20 years ago). As founder and partner of Eat Big Fish, an international consultancy that specializes in bringing a challenger mindset to client problems in the area of strategy, culture and innovation, he is passionate about helping brands overcome mediocrity. His latest project, The Extraordinary Cost of Dull, a collaboration with Peter Field, Jon Evans and Dr Karen Nelson-Field, delves into just how costly it is for brand owners and marketers to be dull. In his podcast entitled 'Let's make this more Interesting' Adam speaks to fascinating people who excel at engaging their audience.

In this episode, Adam shares the background to his 'cost of dull' project and research showing that dull campaigns require higher media spend to achieve results. He discusses the reasons why dullness persists, five key questions to help marketers create more engaging, distinctive work, and embracing the mindset of a challenger.

Plus, his career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Advertising and the 'Cost of Dull' project

00:03:19 Defining the Cost of Dull

00:04:39 Dullness as Exclusion & Societal Impact

00:06:33 Why Tackle Dullness

00:10:57 Prioritizing Where to Be Interesting Framework

00:13:30 Findings from the 'Cost of Dull' Research

00:18:24 Why Dullness Persists: The Five Drivers

00:25:52 How to Avoid Being Dull

00:26:20 The Five Questions to Ensure Engaging and Effective Communication.

00:38:31Challenger Brands Mindset

00:42:31 Career Highs and Lows

00:45:04 Advice for Marketers of Tomorrow

Links

Lets Make This More Interesting — eatbigfish.

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Adam Morgan | LinkedIn

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

Episode #151. Today's focus is a technical skill on how to step change growth of your brand or business. When we refer to step change, we don't mean incremental movements in growth, but a bold, substantial shift; whether that's a significant reversal of brand decline or stepping out into new categories and territories in pursuit of brand-new growth opportunities. It requires a real mindset shift – plus bravery and curiosity – to step change growth of your brand of business.

Joining Abby is her guest Jo McClintock, award-winning marketer and Trainline's VP Brand and Marketing. Jo is known in the industry for her strategic thinking, combining brand purpose and commercial strategy for brands such as Moonpig, Skyscanner, Screwfix and today at Trainline. This has really shown up in big ideas such as the award-winning 'I Came By Train' sustainable train initiative to get more people out of cars and planes and onto the rails, as well as scaling Trainline into four new international markets.

In this episode, Jo shares her definition of a step changing growth, how to bring new ideas to your team, building a collaborative culture that supports bold ideas, helping others to visualise to bring to life and making space for curiosity.

Plus, her career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Step Change Growth

00:02:42 Defining Step Change Growth (00:02:42)

00:04:15 Approach to Achieving Step Change

00:05:36 Culture of Curiosity and Psychological Safety

00:07:05 Critical Thinking and Accountability

00:09:31 Building and Evolving Ideas Collaboratively

00:12:33 Examples of Step Change at Trainline

00:17:21 The "Four Worlds" framework (customer, culture, business, category)

00:18:40 Permission to Think Big

00:20:00 Jo's Strategic Thinking Process

00:25:03 Career Highs and Lows

00:27:31 Advice for Marketers of Tomorrow

Book Recommendation: Where Ideas Come From

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Jo McClintock | LinkedIn

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

Episode #150. We're celebrating our milestone 150th episode with a technical skill that, if it hasn't already, will impact and shape the way we work and live our lives, and the lives of our consumers.

We're discussing AI and how to utilise the tools available today, to help you to grow the brands and businesses of tomorrow.

Returning guest and friend of the podcast joining Abby is Jeremy Connell-Waite. As IBM's Global Communications Designer, Jeremy is a seasoned storyteller, strategist and communications leader, bringing a wealth of experience from his work at the intersection of technology, purpose and human connection.

In this episode, Jeremy shares how he uses AI to become his IA – intelligent assistant – conversing with his AI personas to collaborate; not only to provide answers but get to the root causes to help him ask the right questions too.

Jeremy also reveals why you should use voice prompt when training your AI, plus he gives many great examples of how it can be used day-to-day, with different AI platforms and resources to help you get started.

00:00:00 Welcome and Introduction to Brand Purpose

00:02:16 Jeremy's Background & Approach to AI

00:03:33 Defining AI: Intelligent Assistant, Not Artificial Intelligence

00:05:20 How Marketers Are Using AI

00:08:49 Building Rapport with AI & Humanizing the Experience

00:15:11 How to Build Your Own AI Assistant

00:22:29 Building Custom GPTs

00:25:38 Experimenting with Different Platforms

00:27:30 The Future of AI: Adoption Not Anxiety

00:31:51 Top Five Actions for Marketers

00:38:03 AI as a Time-Saving Tool to Free You Up For What You Enjoy

00:39:25 Final Advice For Marketers

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Jeremy Connell-Waite | LinkedIn

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

Episode #149. Today's topic is an area of personal understanding, enabling you to take the reins of your career so that it's happening for you, not to you. We're discussing purpose driven careers, packed with advice for how to make choices that enable you to be successful and fulfilled in your career and life as a whole.

Joining Abby is her guest and experienced marketing leader, Megan Harrison. Having worked on many iconic brands such as Huggies, Durex, Warburtons and Carex, Megan's is now CMO at Grocery Aid, a charity with a long history of helping grocery workers through tough times, providing financial, emotional and practical support.

In this episode, Megan shares her definition of a purpose driven career, the choices she's made in her personal career journey and why, and the questions to ask yourself when choosing your next role.

Plus, her career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Brand Purpose

00:03:41 Definition of Purpose

00:04:40 Megan's Personal Journey to Identify Purpose

00:05:54 Career Choices and Purpose Alignment

00:09:13 Career Transitions

00:12:25 Advice for Early Career Professionals

00:15:40 Looking For Your Next Role

00:20:13 Red Flags

00:23:07 Connection to Brand Challenges

00:25:05 Cultural Values in Organisations

00:27:14 Career Highs and Lows

00:30:57 Advice for Future Marketers

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Megan Harrison FCIM | LinkedIn

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

Episode #148. The technical skill in this episode is brand purpose, providing marketers with the clarity on why their brand exists internally and externally, motivation for the whole organisation to get behind and creating a north star to focus on - whether that's strategic or tactical choices or how to bring this to life.

Joining Abby is her guest Helen Jeremiah, Global Vice President for Croda, a company that makes specialised ingredients for beauty, personal care, and home care products. Having previously worked at Boots and Walgreen's Alliance Group, Helen is an experienced marketing leader who has worked across multiple disciplines including marketing, customer strategy, global marketing, global brand marketing, product development, insight and inclusivity.

In this episode, Helen shares her definition of brand purpose and its significance beyond profit, authenticity, the importance of internal engagement, and agency partnerships to bring to life.

Plus, her career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Brand Purpose

00:03:03 Importance of Internal Engagement

00:04:48 Advice for Redefining Brand Purpose

00:07:08 Aligning Brand Purpose with Values

00:09:22 Multifaceted Nature of Brand Purpose

00:10:21 Stakeholder Engagement for Alignment

00:13:49 Measuring Brand Purpose Impact

00:16:43 Internal Perception of Brand Purpose

00:18:28 Helen's Personal Drive for Purpose

00:23:43 Agency Collaboration for Fresh Perspectives

00:25:49 Career Highs and Lows

00:31:51 Advice for Future Marketers

Host: Abigail Dixon FCIM/ICF | LinkedIn

Guest: Helen Jeremiah | LinkedIn

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

Episode #147. Social Proof is the technical topic featured in this episode as we delve into the benefits of collaborating, trialling and testing with consumers and influencers in real-time and how to get started with social proof to help build communication ideas, propositions, campaigns and products. And the all-important internal buy-in and confidence for concepts and much more…

Abby's guest in this episode is Michael Goldstein, founder of Fragment, a comms strategy led agency that drives growth through helping brands capitalise on the chaos of modern marketing. Previously he was global head of communications strategy at DDB, and before that held leadership roles at Mccann, R/GA and The &Partnership.

In this episode, Michael shares his definition of Social Proof, why marketers should build ideas out in the world and how to get started with testing. Plus examples of integrating social proof to shape creative campaigns and working with influencers.

Plus his career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to Social Proof

00:02:58 Defining Social Proof

00:04:03 Traditional vs Collaborative Process

00:06:32 The Rapid Nature of Cultural Changes

00:08:07 Testing and Iteration in Marketing

00:09:40 Challenger Brands and Flexibility

00:10:26 Consumer Product Brands and Creators

00:12:18 Building a Feedback Loop

00:17:30 Using Social Proof in Agency Work

00:19:11 Case study: Repositioning a Brand

00:21:35 Cultural and Emotional Impact

00:24:16 Community-Built Brands

00:25:43 Embracing Chaos in Marketing

00:27:11 Career Highs and Lows

00:31:21 Advice for Future Marketers

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

Guest: Michael Goldstein | LinkedIn

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

Episode #146. Today's episode discusses the necessity of DEI and how as marketers we have a responsibility to reflect and shape the world around us – particularly as research* shows younger generations trust brands more than governments for being ethical and competent.

Abby's guest is Ali Hanan, founder and CEO of Creative Equals, an award winning organisation driving the new ROI - Return on Inclusion - for people, businesses and the planet. Ali set up Creative Equals after finding she was one of the few women in creative leadership through most of her 20 year career and the company works with clients such as PepsiCo, Reckitt, Abi InBev, H&M Group, McDonald's, Mars, Wrigley and more for inclusion-first marketing strategy and creative.

In this episode, Ali shares her definition of DEI, the business case for DEI (supported by stats & facts), 5Rs for positive impact of DEI, navigating backlash and confronting unconscious biases and stereotypes.

Plus her career highs and lows and advice for marketers of tomorrow.

*Edelman Trust Barometer surveyed over 32,000 respondents in 28 countries.

00:00:00 Welcome and Introduction Defining DEI

00:04:25 Marketing as a Force for Good

00:09:00 Representation in Advertising

00:11:44 Inclusive Insights

00:14:04 Navigating Backlash in Marketing

00:19:12 Co-creation with Communities

00:21:05 Understanding Personal Biases

00:24:36 Identifying Bias in Teams

00:27:23 Researching Campaign Ideas

00:28:49 Benefits of Inclusive Marketing

00:30:07 The Impact of Trust in Brands

00:33:37 Career Highs and Lows

00:35:15 Challenges Facing DEI Initiatives

00:39:26 Advice for Future Marketers

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

Guest: Ali Hanan | LinkedIn

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

Episode #145. Marketing Culture is the holistic topic discussed in this episode, the what, how and why your marketing function works day-to-day.

Defining your marketing culture is the key to unlocking not only the fulfilment and motivation of your team but its thinking and work, which often includes your company values, behaviours, beliefs, routines and rituals, philosophy and approach, processes and ways of working, org structure and how your people bring this to life through their skills, behaviours and mindset.

Joining Abby to discuss marketing culture is her guest Abi Willstead, Head of Brand and Marketing Excellence at Specsavers, where she focuses on helping strengthen the brand and empowering their global marketing team to thrive in their roles, supporting brilliant outcomes for customers and increasing the number of lives they can change through better sight and hearing.

In this episode, Abi shares her definition of marketing culture, the 5Cs of Specsavers culture, empowering teams, creating space for innovation, and involving the entire team in defining and evolving the marketing culture

Plus her career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to 'Marketing Culture'

00:03:44 Key Ingredients of Marketing Culture

00:06:59 Five Cs of Specsavers' Culture

00:08:03 Importance of Psychological Safety

00:10:05 Embedding Values in Daily Work

00:16:11 Continuous Improvement and Learning

00:19:55 Core Skills Driving Specsavers' Marketing Approach

00:24:21 Empowerment in Marketing Culture

00:24:57 Evolving Marketing Practices

00:27:51 Involving Teams in Change

00:30:13 Career Highs and Lows

00:35:47 Advice for Future Marketers

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

Guest: Abi Willstead | LinkedIn

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

Episode #144. The personal understanding topic explored in this episode is Growth Mindset - a belief system that people adopt where they believe that their qualities, skills, abilities and situation can change and grow, and through hard work, it's possible for these to develop and improve.

Discussing Growth Mindset with Abby is her guest Charlotte Langley, Chief Marketing Officer at Bloom & Wild. Having previously worked at L'Oreal, Charlotte joined Bloom & Wild at the start of 2020 to head up the evolution of Bloom & Wild's brand and communications, including the development of their 'Care Wildly' creative platform.

In this episode, Charlotte shares her definition of Growth Mindset, pushing through fear, creating a network for support, how growth mindset impacts her leadership style, energy for growth mode and her tip when worries and anxiety creeps in.

Plus her career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to 'Growth Mindset'

00:03:10 Embracing Fear and Asking for Help

00:05:06 Leadership and Growth Mindset

00:07:47 Navigating Change in Marketing

00:09:42 Building a Knowledge Bank and Networking

00:13:32 Adapting to Changes

00:18:44 Growth Mode

00:22:41 Confidence and Imposter Syndrome

00:25:40 Learning from Others

00:27:03 Reflecting on Personal Growth

00:30:13 Acknowledging Anxiety and Organising Thoughts

00:36:13 Career Highs and Lows

00:39:06 Advice for Future Marketers

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

Guest: Charlotte Langley | LinkedIn

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

Episode #143. Today's topic is a technical and leadership skill exploring building and leading brands with soul, which doesn't just arise from the company strategy or tactical execution but from the passion, love, and responsibility of the leaders and people in the business.

Abby's guest who is passionate about this topic and author of 'Building Brands With Soul' is Siew Ting Foo. An impactful and influential marketing leader, Siew Ting is named consecutively, six times as Asia's most purposeful and influential CMO, and named Asia and China's top woman leader, having worked on brands including Unilever, Mars, Diageo, Fonterra and most recently, HP.

In this episode, Siew Ting shares her definition and characteristics of brands with soul and why it's important, the five pillars, human-centric leadership, global brands to local markets and how she connects to her team through 'Friday emails'.

Plus Siew Ting's career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and introduction to 'building brands with soul'

00:03:45 The Five Pillars of Brands with Soul

00:05:13 Writing the Book for future leaders

00:06:29 Why is Human Centricity important

00:09:15 Siew Ting's Personal Discovery and Purpose

00:11:00 First 100 Days Framework

00:15:21 How to Create Global Brands with Local Soul

00:19:49 Building Internal Belief

00:22:27 Authentic Leadership through Friday Emails

00:25:51 Personal Career Highs and Lows

00:27:36 Advice for Future Marketers

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

Guest: Siew Ting Foo | LinkedIn

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

Episode #142. Connecting with your Consumer is the focus of today's episode, an evolving technical and soft/human skill for marketers to develop as our human understanding continues to deepen and evolve through societal and technological advancements.

Abby's guest to discuss is Toby Horry, Global Brand and Content Director at Tui, responsible to Tui's re-brand and the recently much talked about first Tui Christmas ad. Prior to Tui, Toby worked at Tesco's as Digital Marketing Director, part of the Brand Turnaround team, tasked with rebuilding trust in the Tesco brand and in the agency world as planner for AMV BBDO and MD of Dare.

In this episode, Toby shares his definition of what it means to connect with your consumer, the challenges of mass targeting, skills and behaviours marketers need to connect with audiences, marketing to global audiences, and lots of examples of connecting from brands such as Tui, Nicorette, Tesco and Fiat.

Plus Toby's career highs and lows and advice for marketers.

00:00:00 Welcome and Introduction to 'Connecting with consumers'

00:02:23 The Importance of Understanding Customers

00:03:40 Changes in Marketing Communication

00:05:56 Consumer Expectations

00:07:25 Skills Marketers Need in Order to Connect

00:09:59 Insights from Nicorette Campaign

00:11:46 The Role of Concise Marketing Briefs

00:14:09 Global Marketing Considerations

00:20:03 Customer-Centric Ideas

00:23:23 Insights from TUI

00:27:32 Creativity and Agility

00:29:10 Toby's Career Highs and Lows

00:31:29 Advice for Future Marketers

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

Guest: Toby Horry | LinkedIn

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

Episode #141. Today's personal understanding topic is about owning your marketing career so that it is fulfilling to you, and the steps you can take to be proactive and intentional to move towards your ideal role.

Abby's guest to discuss this is David Brewerton, Growth Marketing Director of Monzo. Initially starting his marketing career in digital marketing, David broadened his marketing roles to have more strategic impact and has worked with brands such as Tesco Mobile, Metro Bank and now Monzo.

In this episode, David shares his definition of owning your marketing career, perception as reality, the art of giving and receiving feedback, his story of finding an ideal role after redundancy and the value of building your profile and making connections.

Plus David's career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and Introduction to 'Owning your Career'

00:02:12 Defining Career Ownership

00:03:55 Perception as Reality

00:06:11 Why Personal Branding is Valuable

00:08:52 The Importance of Authenticity

00:14:27 Feedback as a Tool for Growth

00:17:52 David's Approach to Securing a New Role Following Redundancy

00:22:35 Building a Profile Online

00:27:24 Proactive Career Ownership

00:37:13 Mapping Career Goals and Vision

00:39:15 Finding Your Tribe

00:41:27 Learning from Experience

00:41:40 Advice for Marketers of Tomorrow

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

Guest: David Brewerton | LinkedIn

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

Episode #140. We're starting the new year with a technical topic on Marketing Excellence, to inspire and empower high performance for all marketing leaders and those in their care who are growing the brands and businesses of tomorrow.

Joining Abby is her guest Sue Warren, Head of Marketing Capability at Sky. Sue worked on brands such as Unilever, Telewest and Virgin Media before joining Sky and after a decade in various marketing, strategy and planning roles, is now developing structured marketing excellence programmes to upskill and energise the entire marketing function in Sky.

In this episode, Sue shares her definition of marketing excellence, the development and implementation of Sky's marketing excellence programme, it's impact on the output and creativity of the marketing function and the importance of embedding marketing excellence long-term, not just delivering training.

Plus Sue's career highs and lows and advice for marketers of tomorrow.

00:00:00 Welcome and introduction to Marketing Excellence

00:03:25 What is Marketing Excellence?

00:05:36 Benefits of a Structured Marketing Excellence Programme

00:06:35 Beyond Marketing Training – Empowerment and Investment

00:10:08 Creation and Drivers Behind Sky's Marketing Excellence Program

00:17:26 Methods, Processes and Behaviours of Marketing Excellence

00:23:35 Leadership and Accountability

00:25:42 Impact on Marketing Performance and Engagement

00:28:55 Lessons from the Journey

00:32:09 Sue's Personal Career Highs and Lows (00:32:09)

00:38:21 Advice for Future Marketers

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

Guest: Sue Warren | LinkedIn

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

Episode #139. Today's focus is on Personal Understanding, which is a fundamental pillar of the Whole Marketer philosophy and what we believe is the key to having a fulfilling marketing career and life as a whole.

Abby's guest to discuss the benefits of developing your personal understanding is Kirsten McPherson. As Marketing Director at Mondelez, Kirsten is responsible for heading up two of the UK's top brands, Philadelphia and Dairylea. Her previous experience includes Procter and Gamble, where she spent more than a decade working on an array of billion-dollar brands, driving global change initiatives such as Always 'end period poverty'.

In this episode, Kirsten shares her definition of personal development and its importance for leadership development, her formula for personal energy, implementing 'prison Fridays' and the role of community and mentoring in developing your personal understanding.

Plus Kirsten shares her advice for career highs and learnings, and advice for marketers.

00:00:00 Welcome and Introduction to Personal Understanding

00:02:07 What is Personal Development?

00:05:03 Personal and Professional Growth and Leadership

00:07:56 Kirsten's Formula for Personal Energy

00:08:19 Purpose, Motivation and Confronting Limiting Beliefs

00:13:17 The Importance of Coaching

00:15:33 3 Key Areas for Marketers

00:16:14 The Concept of "Prison Fridays"

00:21:59 The Role of Community in Personal Development

00:25:19 Creating Community Initiatives at Mondelez

00:29:23 Advice for Starting Community Initiatives

00:30:46 Kirsten's Career Highs and Learnings

00:34:24 Advice for Future Marketers

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

Guest: Kirsten McPherson | LinkedIn

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

Episode #138. Creativity is the skill featured in this episode, however being creative is not a department or a job title; it's a skill and mindset that every marketer can harness to keep evolving in pursuit of new, innovative ways to solve problems.

Joining Abby is Kevin Chesters, a marketing strategist with over 25 years of experience both agency and client-side, including being the former Head of Strategy at BT and CSO of W+K London, plus Dentsu, McGarryBowen and Ogilvy. Kevin's first book, 'The Creative Nudge' was an Amazon best-seller and he shares the concepts from his book in this podcast.

In this episode, Kevin shares his definition of creativity, 'nudge theory' where small changes can lead to significant impacts, 9 behaviours to rediscover your creativity and how marketing leaders can create an environment for creativity.

Plus Kevin shares his advice for reviewing creative respectfully and his career highs and lows.

00:00:00 Welcome and Creativity in Marketing

00:02:00 Defining Creativity

00:03:32 Why is Creativity vital to stand out?

00:06:09 Kevin's Nudge Theory Explained

00:08:12 Nine Behaviours to Rediscover Creativity

00:15:12 How to Create Conditions for Creativity?

00:17:56 Being Willing to Challenge the Status Quo

00:21:56 Creativity and Human Evolution

00:24:51 How to Review Creative Ideas?

00:33:12 Reviewing Creativity and Giving Feedback

00:37:29 Kevin's career Highs and Lows

00:48:18 Advice for Marketers

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

Guest: Kevin Chesters | LinkedIn

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

Episode #137. Today's episode is a holistic topic on how the breadth and depth of marketer's roles are continuing to evolve as we move towards leading the long-term commercial agenda, understanding the advancements in science and neuromarketing for how consumers make decisions and adopting AI into our everyday lives.

Abby's guest is legendary marketing leader, Margaret Jobling, Group Chief Marketing Officer at NatWest Group. Before joining Natwest in 2020 and implementing agile ways of working, "Tomorrow Begins Today" brand platform and the NatWest partnership with team GB for the Paris Olympics in 2024, Marg has spent the majority of her marketing career in FMCG categories, working on some iconic brands such as Lynx, Dove, Radox, Cadbury, Dairy Milk and Birds Eye, as well as Director of Marketing for British Gas.

In this episode, Margaret shares her definition of the role of marketing today and how it has evolved, the art and science of marketing, learnings as a CMO, marketing in the age of AI and building trust and authenticity with consumers in a digital environment.

Plus Margaret's career highs and howlers, and advice for marketers of tomorrow.

00:00:00 Welcome and why we need evolving skills in marketing today

00:03:13 Defining of the role of Marketing

00:05:40 Key shifts in marketing

00:06:42 Impact of technology on customer interactions

00:10:05 What are the skills required for modern marketers

00:11:27 The future of marketing with AI and building trust

00:20:53 Skills Margaret looks for when hiring marketers

00:24:56 Building relationships with stakeholders

00:28:14 Experimentation, Curiosity and Continuous Learning

00:31:16 Margaret's Career Highs and Howlers

00:36:31 Advice for marketers of tomorrow

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

Guest: Margaret Jobling | LinkedIn

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

Episode #136. This episode is a personal understanding topic for working parents to help you gain fulfilment in your life as a whole - navigating the reality of being both a marketer and a parent and what you can do to balance both worlds when work and home life collide.

Joining Abby is her guest Rachel Morris, an Exec business coach, co-founder of Motion Learning and best-selling author of 'Working Mother', a book inspired by Rachel's decades of expertise and practice coaching new parents as they leave and return to work.

In this episode, Rachel shares her definition of working parents, challenges faced particularly by mothers, insights on setting boundaries, self-care, and the emotional struggles during transitions like maternity leave.

Plus Rachel's advice for working parents.

00:00:00 Welcome and challenges faced by Working Parents.

00:02:21 What is a Working Parent?

00:04:01 Rachel's motivation for writing 'Working Mother' book.

00:09:46 Common emotional patterns experienced by working parents.

00:10:41 Overwhelm during maternity leave preparation.

00:12:40 Fear and anxiety in new parenthood.

00:16:58 Challenges of returning to work.

00:20:21 Why you should set boundaries.

00:25:54 Understanding what gives you energy.

00:32:53 Empowerment to gain clarity and direction.

00:37:17 Finding fulfilment to gain balance.

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

Guest: - Rachel Morris MNCIP, PCC - | LinkedIn

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

Episode #135. Today's topic is a technical skill on copywriting and its critical role in driving action and building brand trust.

Joining Abby to discuss is seasoned copywriter Dave Harland aka the Word Man. A naturally entertaining storyteller, over the past two decades Dave has built a notable career in persuasive writing that captures attention for brands such as Google, Jaguar, Tesco and Castor. He is a regular speaker at industry events and also has a LinkedIn following of almost 100k people who enjoy his witty stories - particularly leading scammers down rabbit holes and challenging bad actors on the internet.

In this episode Dave shares his definition of copywriting, 3 effective copywriting principles, when brands get it wrong, empathy for your audience, copywriting tips and brand success stories.

Plus Dave's career highs and lows and advice for marketers.

00:00 Welcome and why the art of copywriting is so important for marketers.

05:44 How being entertaining converts consumers into loyal fans.

07:52 Ryanair excels at self-deprecating, entertaining branding.

13:16 Brands misuse clichés and jargon which impacts consumer engagement.

18:56 Empathy is crucial for effective copywriting skills.

22:20 Knowing what is interesting to your audience.

26:50 How to improve your writing skills.

31:37 How Dave turned a career low into university writing opportunity.

36:46 Dave's career high and advice for marketers.

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

Guest: Dave Harland | LinkedIn

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

Episode #134. Today's topic is Agency Partnerships – what makes a great client-agency relationship and perspective from both sides of the fence.

Joining Abby to discuss is Richard Robinson, awarded "One of the ten most influential Leaders in Digital & Tech" (BIMA) and Campaign A-List 2024. Richard is highly experienced in the client (McDonalds, Coca-Cola) and agency (Publicis Worldwide) world and as an intermediary for both at Xeim Engage and Oystercatchers. In his latest role as Executive Director of Ingenuity+ and Exco member of The Ingenuity Group, UK's largest connector of brands with agencies, Richard specialises in connecting the Marketing World.

In this episode Richard shares the two fundamentals of a great agency partner, the role of account handling, all agency 'rules of engagement', quality of briefing, plus insight from Ingenuity+ 'Redefining the pitch' report and why Richard is excited about the future of his new role.

Read a copy of Ingenuity+ report mentioned in this episode: Ingenuity + Redefining The Pitch (ingenuitylondon.com)

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

Guest: Richard Robinson🔥 | LinkedIn

This episode is sponsored by House of Performance

Need to up your game in PPC, Paid Social or Display?

House of Performance are a team of passionate marketeers growing ambitious brands through paid media.

For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer

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

Episode #133. Strategy is the technical skill explored in this episode, with a lens on simplifying the process to ensure marketers have not only the vision and clarity for where you want to take your brand or business, but also ensuring you have the actionable plan to get you there.

Discussing simplified strategy is Abby's guest, Alice Benham - entrepreneur, business & marketing strategist and fellow podcaster as host of 'Starting the conversation' podcast. Alice works with small businesses to grow their brands online and recently published her book 'The Digital Marketing playbook'.

In this episode Alice shares her definition of strategy, ensuring strategy is actionable, simplifying the process in 3 steps, the buyer's journey, content as value, push and pull, urgency & scarcity and examples of small businesses successfully building their brand online.

Plus Alice shares her career highs and lows and advice for marketers.

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

Guest: Alice Benham | LinkedIn

This episode is sponsored by House of Performance

Need to up your game in PPC, Paid Social or Display?

House of Performance are a team of passionate marketeers growing ambitious brands through paid media.

For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer

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

Episode #132. The focus of this episode is wellness for marketers, and the importance of prioritising your wellbeing not only for your health but to also ensure you have the energy to thrive in our fast-paced and challenging – yet rewarding - profession.

Abby's guest to discuss wellness is EY's Chief Marketing Officer, Rebecca Hirst. Rebecca is an award-winning marketer who has worked on some of the biggest global brands including Samsung, Coca-Cola and Kimberly-Clark. This topic of 'wellness' is a particular passion point for Rebecca as, alongside her marketing career, she has a post grad in Nutrition and historically even set up a health coaching business to help other marketers and highflyers to incorporate wellness into their day-to-day.

In this episode, Rebecca shares her definition of wellness, rest and restore for marketers, her own journey to setting up 'Glorious Wellness' and practical tips for real world wellness and how you can role model this for others.

Plus her career highs and lows and advice for marketers.

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

Guest: Rebecca Hirst | LinkedIn

This episode is sponsored by House of Performance

Need to up your game in PPC, Paid Social or Display?

House of Performance are a team of passionate marketeers growing ambitious brands through paid media.

For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer

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

Episode #131. Today's episode is a personal understanding topic on finding your ideal role; looking beyond the job title for a role that plays to your strengths and values and is fulfilling for you.

Joining Abby to discuss ideal roles and shining a light on hiring practices in the marketing is profession is Lauren Spearman. Lauren is a seasoned marketing professional with over 17 years of experience with brands such as Sky, Benefit Cosmetics and MADE.com. Now thriving as a freelance Brand Consultant, Lauren uses her growing platform on TikTok to champion pay transparency and improved recruitment practices in the marketing industry through her candid insights and advocacy efforts.

In this episode, Lauren shares her definition of an ideal role, green and red flags hiring practices, salary transparency, interview tasks, advice for hiring managers, giving and receiving feedback when job searching. Plus career highs and lows.

Download your free workbook on how to find your ideal role here Resources and free support - The Whole Marketer

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

Guest: Lauren Spearman | LinkedIn

This episode is sponsored by House of Performance

Need to up your game in PPC, Paid Social or Display?

House of Performance are a team of passionate marketeers growing ambitious brands through paid media.

For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer

Episode #130. Season 8 begins with a soft skill on being human and the importance of 'humanness' particularly for marketing leaders - being authentic, honest and open in order to build relationships with your team and connect more deeply with your customers and consumers.

Joining Abby is Dom Dwight, former Marketing Director and now Director of strategy, insight, product innovation and diversification for Taylors of Harrogate – best known for Yorkshire Tea, the UK's number one tea brand.

In this episode, Dom shares his marketer's definition of being human, humanness for brands and marketers, the role of AI to free up space for marketers to be more human, vulnerability and imperfections, leadership learnings and psychological safety for marketing teams and agencies. Plus Dom's career highs and lows.

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

Guest: Dom Dwight | LinkedIn

This episode is sponsored by House of Performance

Need to up your game in PPC, Paid Social or Display?

House of Performance are a team of passionate marketeers growing ambitious brands through paid media.

For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer

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

Episode #129. Understanding grief is the topic of this episode, an area of personal understanding to support ourselves but also others in our care that may be experiencing grief.

*Trigger warning: This episode contains discussion around bereavement and loss of a child.

A complex and personal process, grief is the intense feeling of loss of someone or something which can manifest physically, mentally and emotionally.

Abby's guest is Lucy Hudson, Managing Director of McCann Birmingham which is part of McCann Central, the UK's largest marketing communications integrated agency. Lucy is a WACL Talent Award Winner, mentor and founding member of The Margot Collective, McCann World group's first female-led consulting collective.

After losing her daughter Poppy to a brain tumour, Lucy is dedicated to talking and writing about the effects of grief, particularly in the workplace.

In this episode, Lucy shares her definition of grief and how it becomes a part of you, the impact bereavement has in the workplace, companies making admin and return to work easier, 'pre-grief' and understanding all the elements of loss (finance, identity, career, your own health). Plus practical advice for employers to support colleagues.

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

Guest: Lucy Hudson | LinkedIn

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