A Mind for Marketing

More and more, marketing strategy is led by data. This episode questions whether that data is pointing CMOs in the wrong direction. Dr. Ayesha Taylor-Camara brings a research-led perspective on how marketing teams define and understand their audience. Drawing on her work across media and audience insight, she explains how over-reliance on demographics shapes marketing strategy, limits decision-mak...

We've all seen the content marketing videos on YouTube; more content, different channels, more distribution. Advice on marketing strategy focuses on output. But for many teams, that hasn't translated into results. Conversions are weak, and it's unclear what you need to do to drive performance. In this episode, Sarah Toporoff brings a different perspective. Drawing on her experience across content,...

Most senior marketers reach a point where their role changes. Execution matters less, and influence matters more. But influence isn't taught to most of us in university. You can have experience and strong ideas… and still struggle to get those ideas adopted across the organisation. In this episode, Ritchie Mehta brings a research-led view of how influence is developed. Drawing on interviews with h...

Most marketing teams don't have a talent problem; they have a decision-making problem. In this episode of A Mind for Marketing , I'm joined by Aysha Haynes, co-CEO of Flock Associates, a consultancy that helps brands untangle complex marketing ecosystems by clarifying roles and decision-making, so teams can perform at their best. Aysha takes a slightly different view on leadership. While many orga...

Most transformation strategies fail because they focus on messaging rather than behaviour. In this episode, Christina Moore speaks with former Direct Line CMO Mark Evans about what it actually takes to turn around a declining business. After 20 consecutive quarters of decline, Direct Line didn't just change its campaign. It was rebuilt around customer truth, operational change, and internal belief...

Who remembers your last campaign? No one?! That's the problem. In this episode, I speak with Paddy Gilmore, founder of HumourScope®, about why humour isn't a creative risk, it's a commercial advantage. A lot of marketing today is built to satisfy platforms. It hits the metrics. It looks good in a report. But in the real world? It's forgettable. Humour changes that. Not because it's "funny," but be...

If you're not measuring trust, you're missing what actually drives revenue. In this episode of A Mind for Marketing , Christina Moore speaks with social media strategist Katy Howell (Immediate Future) about why trust is becoming the most important KPI in marketing and how it directly impacts pipeline, and revenue. If you're a CMO or Marketing Director under pressure, this conversation challenges h...

Imagine walking up to someone you've never met and immediately asking them for money. That's how a lot of marketing works today. In this episode of A Mind for Marketing , Christina Moore speaks with strategist Dot Oyebolu about why modern marketing needs to behave more like a relationship. Instead of competing for the small percentage of buyers already in the market, Dot argues that the real oppor...

What does it take to create a charity campaign that truly changes minds? In this episode of A Mind for Marketing, Christina Moore speaks to communications consultant Vishnee Sauntoo about the strategy behind 'Second a Day', the Save the Children campaign that reached 10 million views in 48 hours and has since grown to nearly 79 million views worldwide They unpack why the campaign worked. By focusi...

Katie Martell shares what makes a strong presenter/influencer for a brand, and why alignment is non-negotiable in B2B partnerships. In this episode of A Mind for Marketing , I'm joined by Katie Martell, marketer, speaker and one of LinkedIn's most recognisable voices in B2B. We unpack why follower count is a poor proxy for trust. You'll learn: Why human stories outperform product messaging The war...

Is your team publishing content, but your brand still feels invisible? This episode is for you. Christina Moore sits down with Patrick Collister, former Creative Director at Ogilvy and head of Google's creative think tank, Zoo, to unpack why modern marketing feels fragmented and reactive. With pressure on performance marketing metrics and short-term results, many CMOs have drifted away from what b...

What do you do when your product is… the universe? In this episode of  A Mind for Marketing , Christina Moore sits down with Cody Half-Moon, Chief Marketing Officer at Lowell Observatory, the historic Arizona institution where Pluto was discovered. Astronomy has a reputation for being dense and inaccessible. Yet Cody helped turn the wonders of the universe into a top-ranking podcast with a growing...

Most thought leadership is easy to ignore. In this episode of A Mind for Marketing, I'm joined by Mark Levy, a differentiation expert who's spent decades helping leaders and brands become memorable. This isn't an episode about posting more content. We talk about why chasing polish can kill good ideas and how originality can be a little messy. You'll hear: • How stories shape thought leadership mor...

In shifting landscapes, you aren't looking for theory. You want honest stories, practical steps, and lessons earned in the real world. If you need to solve messy problems or make bold calls, this is where those stories get told.