Flipping the Playbook

For years, SEO has often been measured by rankings, traffic and visibility. But what changes when marketers are accountable for something much bigger: growth? In this episode of Flipping the Playbook , Reza Moaiandin is joined by Amir Shahzeidi , a growth leader whose career began in SEO before expanding into demand generation, lifecycle marketing, paid media, attribution, and Go-to-Market strateg...

What separates high-performing marketing teams from those stuck in cycles of burnout, friction, and underperformance? In this episode of Flipping the Playbook , Reza Moaiandin sits down with leadership expert Dr Julia Morgan to explore the often-overlooked relationship between leadership quality and marketing quality — and why stronger teams rarely emerge by chance. Together, they unpack the hidde...

Most e-commerce brands think they’re scaling. In reality, they’ve hit a ceiling. In this episode of Flipping the Playbook , Liam Patterson, CEO of Bidnamic, explains why one of performance marketing’s most trusted metrics—ROAS—is quietly holding CMOs back. Because ROAS doesn’t measure profit. And if you’re optimising for the wrong metric, you’re not just limiting growth—you may be scaling ineffici...

In this episode, Matthew Gardiner, fractional CMO and former marketing leader at International Airlines Group (British Airways and Iberia), explains why most travel brands are still optimising for a funnel that no longer exists — and what needs to change as AI reshapes discovery, trust, and conversion. Matthew breaks down how travel planning is shifting from a linear journey into a conversational...

In this episode of Flipping the Playbook , Reza Moaiandin sits down with Anthony Rose, co-founder of SeedLegals and creator of BBC iPlayer, to explore how one of the most complex and opaque processes in business — fundraising — has been fundamentally rethought. From simplifying legal complexity to building trust at scale, this conversation is a masterclass in identifying broken systems and rebuild...

In this episode, Jonny Inglis, co-founder of the wine platform Wine Drops, explains how to build a marketing engine driven by customer behaviour rather than campaign activity — and why focusing on a single metric can outperform dozens of performance dashboards. Jonny reveals how Wine Drops structures its entire growth strategy around one behavioural signal: whether a customer places their first or...

In this episode, Lottie Norman, VP of Brand Transformation & Strategy at The Travel Corporation, explains how to build commercially successful travel brands in an increasingly commoditised market — and why separating brand from performance is one of the biggest growth mistakes CMOs still make. She reveals why performance marketing converts demand but brand creates it, why legacy travel brands...

In this episode, Adam Riemer, marketing strategist and one of the most respected voices in affiliate marketing, explains how AI is reshaping the economics of performance marketing — from attribution chaos to a new citation-driven economy. He reveals why most affiliate programs waste budget instead of driving growth, explains how CMOs misunderstand top-funnel contribution, and shows how AI-powered...

In this episode, Shopify’s Head of Global Pipeline, Thomas Cyr, shares how his team of five people accomplishes what used to require 30, thanks to AI-powered demand generation tools.     He reveals the death of generic nurture streams, explains how to match lead source to intent at scale, and describes Shopify’s strategic evolution from focusing on new lead generation to engaging existing accounts...

Fractional CMO Alun Davies shares insights from his decades as a marketing leader, focusing on the challenges CMOs face in balancing short-term performance pressure with long-term brand building. He reveals why most companies misunderstand their ICP, explains the 95 percent problem in B2B buying behaviour, and offers practical advice for building brand awareness on startup budgets.  Guest: Alun Da...