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  • Episode 151 – Step Change Growth with guest Jo McClintock: Trainline’s Brand & Marketing VP on How Marketers Can Drive Step Change Growth Through Curiosity and Collaboration

    Episode 151 – Step Change Growth with guest Jo McClintock: Trainline’s Brand & Marketing VP on How Marketers Can Drive Step Change Growth Through Curiosity and Collaboration
    2025/06/30
    Episode #151. Today’s focus is a technical skill on how to step change growth of your brand or business. When we refer to step change, we don’t mean incremental movements in growth, but a bold, substantial shift; whether that’s a significant reversal of brand decline or stepping out into new categories and territories in pursuit of brand-new growth opportunities. It requires a real mindset shift – plus bravery and curiosity – to step change growth of your brand of business. Joining Abby is her guest Jo McClintock, award-winning marketer and Trainline’s VP Brand and Marketing. Jo is known in the industry for her strategic thinking, combining brand purpose and commercial strategy for brands such as Moonpig, Skyscanner, Screwfix and today at Trainline. This has really shown up in big ideas such as the award-winning ‘I Came By Train’ sustainable train initiative to get more people out of cars and planes and onto the rails, as well as scaling Trainline into four new international markets. In this episode, Jo shares her definition of a step changing growth, how to bring new ideas to your team, building a collaborative culture that supports bold ideas, helping others to visualise to bring to life and making space for curiosity. Plus, her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Step Change Growth 00:02:42 Defining Step Change Growth (00:02:42)  00:04:15 Approach to Achieving Step Change 00:05:36 Culture of Curiosity and Psychological Safety 00:07:05 Critical Thinking and Accountability 00:09:31 Building and Evolving Ideas Collaboratively 00:12:33 Examples of Step Change at Trainline 00:17:21 The “Four Worlds” framework (customer, culture, business, category) 00:18:40 Permission to Think Big 00:20:00 Jo’s Strategic Thinking Process 00:25:03 Career Highs and Lows 00:27:31 Advice for Marketers of Tomorrow Book Recommendation: Where Ideas Come From Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Jo McClintock | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    28 分
  • Episode 150 – AI for Marketers with guest Jeremy Connell-Waite: Your New Intelligent Assistant, how to really make AI work for you

    Episode 150 – AI for Marketers with guest Jeremy Connell-Waite: Your New Intelligent Assistant, how to really make AI work for you
    2025/06/17
    Episode #150. We’re celebrating our milestone 150th episode with a technical skill that, if it hasn’t already, will impact and shape the way we work and live our lives, and the lives of our consumers. We’re discussing AI and how to utilise the tools available today, to help you to grow the brands and businesses of tomorrow. Returning guest and friend of the podcast joining Abby is Jeremy Connell-Waite. As IBM’s Global Communications Designer, Jeremy is a seasoned storyteller, strategist and communications leader, bringing a wealth of experience from his work at the intersection of technology, purpose and human connection. In this episode, Jeremy shares how he uses AI to become his IA – intelligent assistant – conversing with his AI personas to collaborate; not only to provide answers but get to the root causes to help him ask the right questions too. Jeremy also reveals why you should use voice prompt when training your AI, plus he gives many great examples of how it can be used day-to-day, with different AI platforms and resources to help you get started. 00:00:00 Welcome and Introduction to Brand Purpose 00:02:16 Jeremy’s Background & Approach to AI 00:03:33 Defining AI: Intelligent Assistant, Not Artificial Intelligence 00:05:20 How Marketers Are Using AI 00:08:49 Building Rapport with AI & Humanizing the Experience 00:15:11 How to Build Your Own AI Assistant 00:22:29 Building Custom GPTs 00:25:38 Experimenting with Different Platforms 00:27:30 The Future of AI: Adoption Not Anxiety 00:31:51 Top Five Actions for Marketers 00:38:03 AI as a Time-Saving Tool to Free You Up For What You Enjoy 00:39:25 Final Advice For Marketers Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Jeremy Connell-Waite | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    41 分
  • Episode 149 – Purpose Driven Careers with guest Megan Harrison: How to choose your next role for a successful and fulfilling marketing career

    Episode 149 – Purpose Driven Careers with guest Megan Harrison: How to choose your next role for a successful and fulfilling marketing career
    2025/06/02
    Episode #149. Today’s topic is an area of personal understanding, enabling you to take the reins of your career so that it’s happening for you, not to you. We’re discussing purpose driven careers, packed with advice for how to make choices that enable you to be successful and fulfilled in your career and life as a whole. Joining Abby is her guest and experienced marketing leader, Megan Harrison. Having worked on many iconic brands such as Huggies, Durex, Warburtons and Carex, Megan’s is now CMO at Grocery Aid, a charity with a long history of helping grocery workers through tough times, providing financial, emotional and practical support. In this episode, Megan shares her definition of a purpose driven career, the choices she’s made in her personal career journey and why, and the questions to ask yourself when choosing your next role. Plus, her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Brand Purpose 00:03:41 Definition of Purpose 00:04:40 Megan’s Personal Journey to Identify Purpose 00:05:54 Career Choices and Purpose Alignment 00:09:13 Career Transitions 00:12:25 Advice for Early Career Professionals 00:15:40 Looking For Your Next Role 00:20:13 Red Flags 00:23:07 Connection to Brand Challenges 00:25:05 Cultural Values in Organisations 00:27:14 Career Highs and Lows 00:30:57 Advice for Future Marketers Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Megan Harrison FCIM | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    32 分
  • Episode 148 – Brand Purpose with guest Helen Jeremiah: How a well-defined purpose can guide decisions, inspire teams and build trust with consumers

    Episode 148 – Brand Purpose with guest Helen Jeremiah: How a well-defined purpose can guide decisions, inspire teams and build trust with consumers
    2025/05/19
    Episode #148. The technical skill in this episode is brand purpose, providing marketers with the clarity on why their brand exists internally and externally, motivation for the whole organisation to get behind and creating a north star to focus on - whether that's strategic or tactical choices or how to bring this to life. Joining Abby is her guest Helen Jeremiah, Global Vice President for Croda, a company that makes specialised ingredients for beauty, personal care, and home care products. Having previously worked at Boots and Walgreen’s Alliance Group, Helen is an experienced marketing leader who has worked across multiple disciplines including marketing, customer strategy, global marketing, global brand marketing, product development, insight and inclusivity. In this episode, Helen shares her definition of brand purpose and its significance beyond profit, authenticity, the importance of internal engagement, and agency partnerships to bring to life. Plus, her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Brand Purpose 00:03:03 Importance of Internal Engagement 00:04:48 Advice for Redefining Brand Purpose 00:07:08 Aligning Brand Purpose with Values 00:09:22 Multifaceted Nature of Brand Purpose 00:10:21 Stakeholder Engagement for Alignment 00:13:49 Measuring Brand Purpose Impact 00:16:43 Internal Perception of Brand Purpose 00:18:28 Helen’s Personal Drive for Purpose 00:23:43 Agency Collaboration for Fresh Perspectives 00:25:49 Career Highs and Lows 00:31:51 Advice for Future Marketers Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Helen Jeremiah | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    34 分
  • Episode 147 – Social Proof with guest Michael Goldstein: Why brands and agencies need to build ideas outside the office walls

    Episode 147 – Social Proof with guest Michael Goldstein: Why brands and agencies need to build ideas outside the office walls
    2025/04/28
    Episode #147. Social Proof is the technical topic featured in this episode as we delve into the benefits of collaborating, trialling and testing with consumers and influencers in real-time and how to get started with social proof to help build communication ideas, propositions, campaigns and products. And the all-important internal buy-in and confidence for concepts and much more… Abby’s guest in this episode is Michael Goldstein, founder of Fragment, a comms strategy led agency that drives growth through helping brands capitalise on the chaos of modern marketing. Previously he was global head of communications strategy at DDB, and before that held leadership roles at Mccann, R/GA and The &Partnership. In this episode, Michael shares his definition of Social Proof, why marketers should build ideas out in the world and how to get started with testing. Plus examples of integrating social proof to shape creative campaigns and working with influencers. Plus his career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to Social Proof 00:02:58 Defining Social Proof 00:04:03 Traditional vs Collaborative Process 00:06:32 The Rapid Nature of Cultural Changes 00:08:07 Testing and Iteration in Marketing 00:09:40 Challenger Brands and Flexibility 00:10:26 Consumer Product Brands and Creators 00:12:18 Building a Feedback Loop 00:17:30 Using Social Proof in Agency Work 00:19:11 Case study: Repositioning a Brand 00:21:35 Cultural and Emotional Impact 00:24:16 Community-Built Brands 00:25:43 Embracing Chaos in Marketing 00:27:11 Career Highs and Lows 00:31:21 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Michael Goldstein | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    35 分
  • Episode 146 – DEI with guest Ali Hanan: Why representation matters as a force for growth and force for good

    Episode 146 – DEI with guest Ali Hanan: Why representation matters as a force for growth and force for good
    2025/03/31
    Episode #146. Today’s episode discusses the necessity of DEI and how as marketers we have a responsibility to reflect and shape the world around us – particularly as research* shows younger generations trust brands more than governments for being ethical and competent. Abby’s guest is Ali Hanan, founder and CEO of Creative Equals, an award winning organisation driving the new ROI - Return on Inclusion - for people, businesses and the planet. Ali set up Creative Equals after finding she was one of the few women in creative leadership through most of her 20 year career and the company works with clients such as PepsiCo, Reckitt, Abi InBev, H&M Group, McDonald's, Mars, Wrigley and more for inclusion-first marketing strategy and creative. In this episode, Ali shares her definition of DEI, the business case for DEI (supported by stats & facts), 5Rs for positive impact of DEI, navigating backlash and confronting unconscious biases and stereotypes. Plus her career highs and lows and advice for marketers of tomorrow. *Edelman Trust Barometer surveyed over 32,000 respondents in 28 countries. 00:00:00 Welcome and Introduction Defining DEI 00:04:25 Marketing as a Force for Good 00:09:00 Representation in Advertising 00:11:44 Inclusive Insights 00:14:04 Navigating Backlash in Marketing 00:19:12 Co-creation with Communities 00:21:05 Understanding Personal Biases 00:24:36 Identifying Bias in Teams 00:27:23 Researching Campaign Ideas 00:28:49 Benefits of Inclusive Marketing 00:30:07 The Impact of Trust in Brands 00:33:37 Career Highs and Lows 00:35:15 Challenges Facing DEI Initiatives 00:39:26 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Ali Hanan | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    41 分
  • Episode 145 – Marketing Culture with guest Abi Willstead: Specsavers' Marketing Excellence lead on a creating winning marketing culture

    Episode 145 – Marketing Culture with guest Abi Willstead: Specsavers' Marketing Excellence lead on a creating winning marketing culture
    2025/03/17
    Episode #145. Marketing Culture is the holistic topic discussed in this episode, the what, how and why your marketing function works day-to-day. Defining your marketing culture is the key to unlocking not only the fulfilment and motivation of your team but its thinking and work, which often includes your company values, behaviours, beliefs, routines and rituals, philosophy and approach, processes and ways of working, org structure and how your people bring this to life through their skills, behaviours and mindset. Joining Abby to discuss marketing culture is her guest Abi Willstead, Head of Brand and Marketing Excellence at Specsavers, where she focuses on helping strengthen the brand and empowering their global marketing team to thrive in their roles, supporting brilliant outcomes for customers and increasing the number of lives they can change through better sight and hearing. In this episode, Abi shares her definition of marketing culture, the 5Cs of Specsavers culture, empowering teams, creating space for innovation, and involving the entire team in defining and evolving the marketing culture Plus her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to ‘Marketing Culture’ 00:03:44 Key Ingredients of Marketing Culture 00:06:59 Five Cs of Specsavers’ Culture 00:08:03 Importance of Psychological Safety 00:10:05 Embedding Values in Daily Work 00:16:11 Continuous Improvement and Learning 00:19:55 Core Skills Driving Specsavers’ Marketing Approach 00:24:21 Empowerment in Marketing Culture 00:24:57 Evolving Marketing Practices 00:27:51 Involving Teams in Change 00:30:13 Career Highs and Lows 00:35:47 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Abi Willstead | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    38 分
  • Episode 144 – Growth Mindset with guest Charlotte Langley: Bloom & Wild’s CMO on embracing the unknown in your leadership style

    Episode 144 – Growth Mindset with guest Charlotte Langley: Bloom & Wild’s CMO on embracing the unknown in your leadership style
    2025/03/03
    Episode #144. The personal understanding topic explored in this episode is Growth Mindset - a belief system that people adopt where they believe that their qualities, skills, abilities and situation can change and grow, and through hard work, it’s possible for these to develop and improve. Discussing Growth Mindset with Abby is her guest Charlotte Langley, Chief Marketing Officer at Bloom & Wild. Having previously worked at L’Oreal, Charlotte joined Bloom & Wild at the start of 2020 to head up the evolution of Bloom & Wild's brand and communications, including the development of their ‘Care Wildly’ creative platform. In this episode, Charlotte shares her definition of Growth Mindset, pushing through fear, creating a network for support, how growth mindset impacts her leadership style, energy for growth mode and her tip when worries and anxiety creeps in. Plus her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to ‘Growth Mindset’ 00:03:10 Embracing Fear and Asking for Help 00:05:06 Leadership and Growth Mindset 00:07:47 Navigating Change in Marketing 00:09:42 Building a Knowledge Bank and Networking 00:13:32 Adapting to Changes 00:18:44 Growth Mode 00:22:41 Confidence and Imposter Syndrome 00:25:40 Learning from Others 00:27:03 Reflecting on Personal Growth 00:30:13 Acknowledging Anxiety and Organising Thoughts 00:36:13 Career Highs and Lows 00:39:06 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Charlotte Langley | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    40 分