Connected Thinking – Details, episodes & analysis

In this episode of Connected Thinking, Nhoon Ahmed-McGowan, our Senior Social Media Manager, sits down with Nicole Pilkington, Global Head of eCommerce at Barilla Group. Leading the digital strategy across 15+ markets, Nicole has driven online growth, shopper experience and performance across global retail platforms.

With eCommerce expected to drive 50-60% of FMCG growth over the next three years, our episode dives into:

• Turning creator storytelling into eComm conversion
• Building a global brand voice that still feels local
• Breaking down the silos between social and eComm teams

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

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In this episode of Connected Thinking, Shannon Farmer, our Senior Campaign Manager, sits down with Toni Ehrnreich, Head of Marketing at BOL Foods - a plant-powered food brand on a mission to create tasty, nutritious meals without compromise.

With over seven years’ experience in FMCG challenger brands, Toni has played a key role in shifting BOL Foods from a product-first approach to a more aspirational, lifestyle-led way of marketing.

Together they chat about:

• Why virality shouldn't be your only measure of success
• The role of community management in safeguarding your brand
• How to build an impactful B2C LinkedIn strategy
• Why the comments section is the biggest goldmine for challenger brands

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

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In this episode of Connected Thinking, Lisa Bent, our Group HR Director, sits down with Richie Brave, a journalist, presenter, and host of BBC Radio 1Xtra Talks.

Richie has built a powerful voice that champions Black British Caribbean identity and amplifies underrepresented voices both on and off air.

Together they chat about:

• How brands can move beyond performative inclusion
• How influence bridges the gap between communities
• Reframing imposter syndrome as a response to societal structures

... and much more!

"As people with influence, we have a duty to bridge the gap between culture and audiences to help people make informed decisions."

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

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In this episode of Connected Thinking, Sarah Jardine, our Senior Strategist, sits down with Lucie Macleod, Founder and CEO of Hair Syrup, the viral haircare brand that’s gone from TikTok sensation to being stocked in Boots, Urban Outfitters and Beauty Bay.

Since launching in 2019, Lucie has built one of the UK’s fastest-growing beauty businesses with a focus on all-natural, cruelty-free products and a community-first approach that’s redefining how brands grow on social.

From their recent Ariana Grande community activation to her unforgettable Dragon’s Den pitch, Lucie opens up about turning viral hype into scalable growth and the realities of being a founder-led business.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

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In this episode of Connected Thinking, Mae Reddaway, our Managing Director, sits down with Roya Zeitoune, Head of Culture & Trends at YouTube for EMEA.

With nearly 15 years at Google and 12 of those at YouTube, Roya leads a global team tracking the internet’s weird and wonderful video culture, helping brands and creators understand the shifts shaping how audiences engage.

Roya discusses the growing appetite for long-form storytelling and how brands can use it to build deeper advocacy. From the global trends shaping how audiences consume content today to the evolving definition of "mainstream",  Roya offers her perspective on where the platform is heading and what it means for brands looking to resonate across generations.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

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In this episode of Connected Thinking, JR Rogers, our Senior Account Director sits down with Kelly Shaw, Head of Marketing at PerfectTed, the UK’s fastest-growing energy drink and hot beverages brand.

With over a decade of experience in the food and drink industry, Kelly has helped scale founder-led businesses through bold and creative strategies. At PerfectTed, she’s driving growth with an earned-first mindset, from headline-grabbing social stunts like their Sabrina Carpenter sighting generating millions of organic views, to building momentum through TikTok Live.

Kelly shares her insights on how challenger brands can deliver high-impact campaigns on limited budgets, the role of employee-generated content in accelerating reach, and her advice for brands looking to engage on TikTok.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

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In this episode of Connected Thinking, Niamh Green, our Account Director sits down with James Pearson, Digital Marketing Manager at Arla Foods.

With a career that started long before social media, James has worked with influencers across events, magazines, and TV, bringing that experience into today’s digital-first world. At Arla, he blends creativity with a DE&I-led approach to ensure campaigns are both authentic and impactful.

James unpacks how brands can balance TikTok’s entertainment factor with a multi-platform strategy, why transparent storytelling consistently performs, and shares his advice on how brands can authentically champion diverse influencers.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

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In this episode of Connected Thinking, our Talent Director, Amelia Hobson sits down with Verity Park, founder of tbh Talent, a leading influencer management agency.

Starting her career at Gleam, she managed creators including Grace Beverley and Olivia Neill, playing a key role in conceptualising and launching Grace’s sustainable brand, TALA, as well as brokering Olivia’s exclusive podcast deal with Spotify. Since then, Verity has built a people-first agency that provides 360° representation to some of the UK’s top digital creators, including Hannah Lowther, Ellie Middleton and Remi Idowu. In under two years, she’s grown the agency’s roster to 20 exclusive and over 150 non-exclusive creators, reaching a combined audience of over 25 million.

From building a culture-first talent agency to pioneering a more data-driven approach to management, Verity shares the learnings that have shaped her entrepreneurial journey so far and how brands can build stronger, longer-lasting partnerships with influencers.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

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In our first episode of Connected Thinking, our Senior Account Manager, Tom Milne sits down with Georgia Roads, Head of Marketing at Black Sheep Coffee.

With a career spanning hospitality startups, agency life, and high street brands like LEON, Paris Baguette and Quarter Spirits, Georgia brings a wealth of experience in building brands that connect both in-store and online. Now leading marketing at Black Sheep, she’s driven the brand’s bold transformation to help push the brand to the forefront of consumers’ minds.

They chat about everything from imposter syndrome and ditching the “play-it-safe” approach on social, to the viral Matcha 2.0 campaign that shattered gender stereotypes (spoiler: it’s not just for the girlies). From constantly testing to building a content engine that seamlessly blends paid, owned, and earned media, Georgia shares how they’re turning online buzz into in-store footfall.

Stay tuned for more episodes of 'Connected Thinking’, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting and what’s coming next…

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In this episode of Connected Thinking, we’re joined by Gareth Crew, Social Media & Digital Communications Lead at Canon EMEA. With experience working with some of the world’s most renowned companies, Gareth has driven strategy and innovation across both local & global markets.

We're chatting about:

→ Why Canon has shifted away from a campaign-first mindset
→ Building a consistent brand identity across multiple platforms
→ The future structure of social teams within brands
→ Why creators and storytelling are reshaping “traditional” B2B marketing

Plus, plenty of thoughts on social strategy, audience behaviour and how brands can stay culturally relevant.

Stay tuned for more episodes of Connected Thinking, our series of chats with standout voices from the world of marketing, where we unpack what’s trending, what’s shifting, and what’s coming next...

Subscribe For More | SEEN Connects