Scratch: CMO Interviews

As marketers, we all want to know what truly drives the growth of challenger brands. We all want to see massive user growth, successful campaigns, and ultimately, we want marketing to have an impact. So why are these so hard to achieve?  In this fast-paced, ever-evolving world of marketing, the volume of information can be overwhelming at times and obsolete at others. It’s a daunting and steep lea...

In this episode, Johnny McMahon, the GM & Chief Content Officer of World Chase Tag joins us to discuss how content has been a key pillar in the explosive growth of World Chase Tag. Over the course of 11 years, World Chase Tag has grown to a remarkable level. 🌍📈The stakes of the sport are extremely high, with viewership over 1 Billion in 34 countries with 3.6M followers. 📺🌎 For those of you who...

In this insightful episode, we join Susan Allen Augustin, co-founder of Here We Flo , as she shares the journey of her brand in the ever-evolving personal care market. Here We Flo stands out in the crowded personal care category with its unique focus on sustainable, natural products for period care, sensitive bladders, and sexual wellness.  Susan discusses the intricacies of building a unique bran...

In this episode of Scratch, Rory McEntee, Marketing Director of challenger fitness brand Gymbox , joins Eric for an engaging discussion on what it takes to cut through the noise as a marketer and have an outsized impact with your campaigns. Rory shares his passion for orchestrating unconventional campaigns that surprise audiences, taking risks that incumbents shy away from. With 20 years under the...

Welcome to another episode of Scratch, where Eric is joined by the brilliant Tom Davies, Marketing Head at Yonder. Yonder is a challenger brand that offers a  modern rewards credit card with no foreign exchange fees, worldwide travel insurance, and many more benefits. Tom & Eric discuss the importance of creativity in marketing and the pivotal role it plays in brand positioning & differentiation....

Welcome to another episode of Scratch. In this episode,  Eric sits down with the brilliant Tom Rainsford, the Marketing Director of Beavertown Brewery. Beavertown began its journey as a small-scale brewery and has impressively ramped up to an annual beer production of 5 million litres, solidifying its place in the craft beer world. Apart from his monumental success with Beavertown, Tom is also a c...

Welcome to another episode of Scratch, where Eric is joined by the brilliant Sarah Reynolds, who serves as the CMO at HiBob. Sarah is an award-winning B2B SaaS marketing executive and a well-known diversity and inclusion advocate. They take us on a journey into the realm of inclusive marketing and the significance of LGBTQIA+ leadership within the marketing industry. Together, Sarah & Eric explore...

Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Jenna Cummings, and she’s joined by Dr. Augustine Fou.  In today’s special episode of Scratch, Jenna is joined by Dr. Augustine Fou, a leading expert in the area of digital ad fraud. Dr. Fou has been on the front lines of digital mark...

Welcome to another exciting episode of Scratch, where we had  the pleasure of hosting the brilliant Martin Lindstrom, a Marketing Expert and Author hailing from Lindstrom Company. Martin's reputation precedes him, known for his influential works including "Buyology," "Small Data," and "The Ministry of Common Sense." But that's not all; Martin's influence extends far beyond the pages of his books....

In the final episode before the summer break, we’re joined by Bloom & Wild’s Chief Customer Officer, Charlotte Langley.  She reveals the strategies and insights that have driven 20m deliveries and 100k 5-star reviews for the letterbox flower brand. As the CCO, she shares exactly how she approaches the vital role of being the voice of the customer, bridging the gap between commercial needs and cust...

Welcome to another enlightening episode of Scratch! In this episode, Eric is joined by the brilliant Henry Chilcott, the Chief Marketing Officer at Formula E. Henry unveils the fascinating realms of electric racing and sustainability, sharing valuable insights on what it means to be a challenger in a category dominated by an incumbent.  Together, they explore the dynamic interplay between high per...

In this episode of Scratch, we had the pleasure of talking to Matthew Webster, the Vice President of Global Marketing for Activision and Call of Duty, about the launch of one of the biggest games in the world, Call of Duty: Modern Warfare 2. With a career spanning over 15 years, Matthew has led global marketing at Twitch, Spotify, PlayStation, SoundCloud, and Ticketmaster, and has a wealth of expe...

Welcome to another episode of Scratch, where Eric is joined by the brilliant Jaclyn Ruelle, VP head of Brand @Papa Johns, the mastermind behind Papa Johns exceptional campaigns. Jaclyn unravels the secrets of creating a buzz around your brand and igniting captivating conversations among your consumers. Together, they explore the art of truly understanding your customers and consistently delivering...

Join us for another insightful episode of Scratch, hosted by Eric Fulwiler, with special guest Mark Kirkham , the CMO of PepsiCo International Beverages. PepsiCo is an iconic brand, recognized globally for its diverse portfolio and commitment to societal impact. Mark shares his wealth of marketing knowledge on building a brand that goes beyond just products and stands for a purpose that resonates...

Join Eric in this insightful episode of Scratch as he interviews Magdalena Hörhager, the VP of Growth at Bitpanda. Bitpanda is a challenger brand that’s had a metoeric rise to become one of the most significant and trusted investment platforms in Europe. Magdalena sheds light on Bitpanda’s marketing strategies that focus on trust, consistency, differentiation, and cultural relevance. Magdalena emp...

In this episode, Eric invites Richard Stern, the CEO of TuneIn, to discuss how TuneIn is revolutionizing the radio industry through digital transformation. TuneIn is a challenger brand with a mission to disrupt traditional radio broadcasting, allowing listeners to tune in to shows from anywhere in the world without being restricted by geographical limitations. With 75 million monthly active users,...

In this insightful podcast, join us as we delve into the world of sustainable growth and quick commerce with Diego-Tarek de Aristegui. Explore the challenges and opportunities associated with transitioning people's buying habits from brick-and-mortar to online commerce, and learn why business acumen and data visualization have become essential skills for marketers in this rapidly evolving landscap...

In this exciting episode, we welcome Sophie Collins , an accomplished marketing leader and CMO at MPB , the world's top platform for reselling camera gear. With her extensive experience as VP of digital for DAZN and a decade-long stint as Managing Director of performance marketing for Neo @ Ogilvy , Sophie shares her insights on how marketing can drive positive change and how businesses can start...

In this week's episode, we are joined by Kate McCutchen, the CMO of Seedrs  and Global Head of Marketing for Republic Retail. As Republic looks to revolutionise the way ordinary individuals can invest in the best startups and VC funds, Kate is leading the charge with their marketing. Drawing on over 15 years of experience at Apple, Samsung, Amazon Fresh, Square and Away, she has a wealth of insigh...

In this week's episode, we are joined by Gil Efrati, CMO of Resident. Resident was, at one point, the fastest growing e-commerce brand in North America, and in this episode, Gil explains exactly how you get to that size and scale.  Gil has an incredible perspective on the role of data and why being “data-led” is really not a buzz word for Resident but an executable strategy.  Hear about how Reside...

Watch the Future of the CMO documentary here 🎥 : https://www.youtube.com/watch?v=AXBKelmQomM In this week's episode, we are joined (for the second time) by Mark Schaefer - author, acclaimed marketing consultant, keynote speaker, podcaster, and university educator. He is the author of 10 books and he joins us today to discuss his latest book, “Belonging To The Brand; Why Community Is The Last Grea...

Adam Morgan is the Executive Creative Director Adobe, and with 26 years of experience in the creative industry he's seen many new "eras" of marketing come and go. In this episode  we discuss what mindset you need to succeed in the "experience" era, why the next-gen CEO will be a creative, and why he's pushing to have more creative people making business-critical decisions.  Aside from leading Adob...

In this week’s episode, Eric talks to Kelly Starman CMO of PartsSource, a leading online healthcare marketplace for mission-critical healthcare products and services. Kelly is a results-focused marketing executive with two decades of driving growth and leading high-performing teams at GE, Athena Health and Phillips.  As a result she has a wealth of knowledge on what it takes to be a successful mar...

In this week’s episode, Eric talks with Delbert Ty, CMO of Coffee Meets Bagel, a challenger online dating app. Delbert came up through the ranks at Procter & Gamble, working on some of the biggest brands in the world for one of the biggest marketing organizations in the world. It’s fascinating to hear how he, as a disruptor and innovator, was able to navigate the organization and do some really ex...

In this week’s episode, Eric speaks with Eddie Revis, CMO of Magnolia Bakery in NYC. Eddie is “on a mission to show the world that marketing doesn’t have to suck” and he is certainly doing that at Magnolia! He and the team have been launching some amazing campaigns that have been getting mainstream attention and going viral in the US. How does he do it? It’s all about plugging the brand into cultu...