CMO Therapy

Partner marketing: powerful strategy or PR vanity project? In this episode of CMO Therapy, I'm joined by the fabulous fintech marketing leader Yuliya Muir to dive into the real work that should happen before anyone hits "publish" on that shiny press release. We get into the nitty-gritty of what makes a great partnership, from aligning on ICPs and co-owning go-to-market plans, to navi...

Ready for a dose of real talk about squiggly careers and breaking through glass ceilings in marketing?  In this episode of CMO Therapy, I sit down with the fabulous Betsy Samuel to unpack the twists, turns and triumphs of a marketing leader’s journey. Betsy shares candid stories from her “one-person-band” early days in FinTech, the bold leaps that shaped her career and why embracing uncertainty ca...

In this episode, we’re diving into one of the hottest debates in marketing: does brand or revenue get the trophy? I’m joined by Keith Povey, who’s spent over two years as Director of Revenue Marketing and trust me, he’s got the battle scars and the wisdom to prove it! We unpack what it really means to balance brand building with revenue-driving tactics, especially when your KPIs are all about new...

What’s it really like working in a big marketing team at a large company? In this episode of CMO Therapy, Lucy sits down with the brilliant Nicola Harley, Head of Global Content at Morningstar, to unpack the highs, the lows and everything in between. We chat about the perks - think structured career paths, specialist roles and (sometimes) bigger budgets - but also the politics, long approval chain...

In this episode of CMO Therapy, Lucy is joined by the brilliant Emma Westley to unravel the emotional rollercoaster that is marketing attribution. Yep, we’re talking about the messy middle between marketing activity and actual sales – and why proving ROI isn’t as simple as plugging numbers into a spreadsheet. From navigating complex customer journeys to the billboard problem (“How do you really kn...

Ever had that moment where your CEO casually says to you “I've had an idea, let’s go international, so congratulations your market just tripled” Suddenly, it’s not just about growing, it’s about scaling across borders, cultures and entirely different customer expectations. In this episode of CMO Therapy, I sit down with Jasper Martens, CMO at PensionBee, to unpack what really happens when you take...

Scaling marketing without a bottomless budget? It’s a balancing act - part strategy, part scrappiness and a whole lot of creativity! In the episode of CMO Therapy I’m joined by the brilliant Katie Hayes, Head of Marketing at Ozone API, who’s mastered the art of doing more with less. We dive into how Katie’s built a standout global brand with a small but mighty team, smart partnerships and some ser...

ABM. Three letters that should mean strategic gold… but all too often spark confusion, chaos and, let’s face it, mayhem. In this episode of  CMO Therapy , I’m joined by the brilliant Cathy Calver, CMO at Global Relay, who helps us cut through the buzz and get real about account-based marketing – what it  actually  is, when it’s the right approach and how to make it work without driving your teams...

Are you mapping your marketing to the buyer’s journey? Or just following sales? Marketers love a good strategy - but are we mapping ours to how buyers actually buy or are we just shadowing sales? In this episode of CMO Therapy, I sit down with Dr Christine Bailey to dive into one of my all-time favourite debates: how much the buyer’s journey has evolved and what that means for measuring marketing...

Walking into a company as the first marketing leader (or the new one) is a wild ride. Everyone has an opinion on what marketing should be—branding, lead gen, social media, events... maybe even ordering swag. But what if their expectations don’t match reality? In this episode of CMO Therapy, I chat with Mariette about the highs, lows, and curveballs of stepping into a marketing leadership role. We...

Ever feel like marketing is just a lonely game of shouting into the void? Well, guess what? It doesn’t have to be. In this episode of CMO Therapy, I sit down with the brilliant Gemma Livermore - founder of Women of FinTech and FS International Marketing Lead at Seismic - to dive into the power of community. We’re talking about more than just networking. This is about real human-to-human connection...

In this episode of CMO Therapy, I sit down with Kathryn Strachan - marketing powerhouse, author and fractional CMO - to uncover the secret sauce of content strategies. Spoiler alert: you can’t create a killer content strategy without a solid marketing strategy to back it up. Kathryn and I talk about why starting with your audience is everything and how truly understanding their needs can help you...

Ever feel like AI is the shiny new toy everyone’s talking about, but you’re not sure what to do with it? In this episode of CMO Therapy, I sit down with marketing maestro Sumeet Vermani to cut through the hype and uncover what AI really means for marketers. We’re tackling the big questions: - Where do you even start with AI? - Should you focus on tech or strategy first? - And what’s the right bala...

In this episode of CMO Therapy, I’m joined by Alex Ford, a true marketing genius who effortlessly bridges the gap between sales and marketing. Together, we dive into the world of demand generation, intent measurement, and the often-complicated relationship between sales and marketing teams. Alex shares his unique perspective on creating awareness and demand without rushing to the hard sell, as wel...

In this episode of CMO Therapy, we dive into the art of fluid marketing with Helen Owen, a marketing guru in the world of payments and an expert in navigating the ever-changing world of marketing strategy. Together, we explore the delicate balance between long-term planning and the need for agility in today’s fast-paced market. From knowing when to pivot to managing resources and motivating teams...

When it comes to thinking like a challenger brand, I couldn’t think of anyone better to ask advice, other than the amazing Eric Fulwiler. With oodles of experience, Eric was previously CMO at 11:FS where he built a media machine and is now Founder of his own agency Rival. Listen in as we chat about: - Doing more with less – what does that look like for marketing? - Challenger brands seem to thrive...

In this episode I speak to Andrea Linehan, Fractional CMO, Advisory Board member for the CMO Council, and previously CMO for CurrencyFair. Andrea and I have a fantastic discussion about the challenges marketing leaders often face with building a relationship and communicating with the CFO… or communicating ROI from marketing in general! We chat about: - When you're in those budget meetings and...

Welcome to my new podcast, CMO Therapy!   Wait, what’s that, another podcast? OK OK. Give me a minute to tell my story. My name is Lucy Heavens and I’m a senior marketing professional. I’ve worked in the fintech industry for more than 25 years and I love it! One of my favourite and (so I’m told) top skills is relationship building, and I’ve built up quite a network of fintech marketers over the ye...