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 your brand global.

We talk about where to start, what not to assume and why you need to treat localisation like a non-negotiable, not an afterthought. Jasper shares what he learned the hard way: “You can’t add culture later like a hat - you need your outfit ready before you start.”

From building the right team and budget planning to navigating brand tone and working with strategic partners, we get into the real-world nitty-gritty of making international expansion actually work.

If you’re thinking about growing beyond your home turf, this one’s packed with the stuff you really need to know.

Music clip by Filo Starquez, Divergence1

caling 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 seriously savvy content moves. As Katie said, “you can do a hell of a lot with a specialised, talented, ambitious, keen team.” Expect lots of great tips on co-marketing, content repurposing, scaling without overspending and personalisation that doesn’t cost the earth.
If your budget’s being stretched, shifted or squeezed but you’re still expected to make magic happen, then this episode is packed with real talk and actionable advice.Music clip by Filo Starquez, Divergence

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 mad.

We talk about how ABM isn’t just a tactic – it’s a mindset shift. It needs cross-functional buy-in, proper planning and a whole lot of alignment between sales, marketing and everyone in between. Cathy shares war stories, practical tips and a few “please don’t do this” moments that every marketing leader needs to hear.

Whether you’re already deep in ABM land or just trying to make sense of it, this one’s for you. Come for the therapy, stay for the strategy.

Music clip by Filo Starquez, Divergence