The Whole Marketer podcast

Episode 173 with guest Becky Owen, Chief Marketing Officer at Billion Dollar Boy and Head of FiveTwoNine   The technical skill in this episode is working with the creator economy – how brands move beyond adhoc influencer activity to working with creators as strategic partners who bring cultural relevance, audience insight and storytelling craft to brand building.   Abby is joined by Becky Owen to...

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 , includ...

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 'Refl...

Episode 170 with guest James Hurman, F ounder of Previously Unavailable and co-founder of Tracksuit, AF Drinks and Caffeine   This week 's technical marketing skill is another on marketing effective ness 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...

Episode 169 with guest Mark "Strings" Stringer, Founder and Chair of  PrettyGreen   T oday's  episode explores the leadership and human skill s  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...

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...

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 fe els  like to suddenly...

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   a n  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/ entre...

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...

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 wor rying  challenges facing marketers today .   Based on  the findings from Marketing Week's 2026 Career...

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...

Episode # 1 6 2 .  A topic of personal understand ing , 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...

Episode # 1 61 .   Today's episode is  a personal understanding topic focused on  self-belief,  which  comes from knowing yourself  and owning  your strength s , your talents ,  your past experiences to help  you  build trust in  y our future choices.   Joining Abby  is legendary senior marketer, M&S's Sharry Cramond. Sharry  is a mult i - award winning  marketer – named  in the list of the world'...

Episode # 1 60 .  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 , G lobal  H ead of  C apability  for Reckitt. As a global marketing and transformation leader with two...

Episode # 1 5 9 .  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, an...

Episode # 1 5 8 . 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 podc...

Episode # 1 5 7 . We're focusing on burnout on today's episode , an issue we regularly and will continue to raise awareness of in our profession . W e are passionate about p r o v i d i n g s u p p o r t t o e m p o w e r y o u w i t h t h e s i g n s a n d a c t i o n s y ou c a n t a k e t o a i d i n prevention and recovery in our fast-paced, challenging yet rewarding marketing profession.    ...

Episode # 1 5 6 . This episode of personal understanding is a skill for marketers in our ever-changing, challenging yet rewarding profession.   We're discussing resilience - n ot 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...

Episode # 1 5 5 . 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 C ampaign, WGSN, M&M Global, Reuters, Bloomberg, Th...

Episode # 1 5 4 . 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 gue...

Episode # 1 5 3 . T his 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...

Episode # 1 5 2 . 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 p...

Episode # 1 51 . 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 revers al of brand decline or stepping out into new categories and territories in pursuit of brand-new growth opportunities. It requires a real mindset sh...

Episode # 1 50 . We're celebrating our milestone 150 th 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...

Episode # 14 9 . 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 Harr...