Time For A Reset Marketing Podcast: Insights from Global Brand Marketers – Details, episodes & analysis

"We need to stop recycling past strategies. Too often, brands fall back on what worked before instead of innovating. We need a 'test and learn' mentality to drive real growth with retail media." Jack Johnson, Head of Ocado Ads

In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Jack Johnson, Head of Ocado Ads at Ocado Retail, UKs popular and preferred online grocer. 

Jack highlights Ocado’s unique position as a leading online-only grocery retailer, emphasizing their innovative use of data and flexible advertising solutions. He stresses the importance of moving away from legacy retail media strategies and advocates for a “test and learn” mentality. He shares insights on their groundbreaking "MPDLab" initiative and how Ocado's comprehensive data approach sets it apart from competitors. Jack also discusses key industry challenges, like a greater need for measurement standardization and the essential skill set for current and future leaders in a dynamic retail media landscape. 

Here are some key talking points from the episode:

• Understanding Ocado's Retail Business
•  Innovation in Retail Media to Drive Rapid Product Launch
• How Ocado Ads Sets Itself Apart from Other Players
• The Need for Flexibility and a Customer-Centric Approach
• The Need for Standardising Measurements in Retail Media
• Attributes of a Retail Media Leader

Jack started his career at IRI before moving to Dunnhumby in 2015, a global leader in customer data science. After various commercial roles at Dunnhumby, working with P&G, GSK, and L'Oréal, Jack led a programme to develop a new approach for commercializing Clubcard data across a client syndicate. Jack then went on to manage several teams responsible for commercializing Tesco Clubcard data and insight solutions before working directly with the Tesco insight team, managing a group of insight managers and data science teams to advise on the launch of Aldi Price Match and Clubcard prices. 

Since joining Ocado back in 2021, Jack has led teams responsible for the data monetization of Ocado's wealth of sales and customer data and now leads Ocado Ads, Ocado's retail media network.

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In this episode, we speak with Amir Rasekh, the Managing Director at Nectar360, a fully integrated loyalty, insights, and media services company.

Here are some key talking points from the episode:

• Challenging the narrow view of retail media
• The unhealthy obsession with the monetary value of retail media
• The value of data in retail media
• Changes in the CPG industry and retail media
• Integrating retail media into the marketing mix
• Differences between the US and UK markets
• The future of retail media
• Viewing retail media as part of brand growth
• Attributes of future leaders in the retail media industry

Amir challenges the narrow view of retail media as merely a conversion tool, highlighting its potential for brand growth when integrated across in-store, on-site, and off-site channels. They discuss the power of data in enhancing customer experiences and the importance of incorporating retail media into a well-balanced marketing mix. The conversation also covers the evolving industry, emphasising the need for leadership skills like continuous learning and creative problem-solving.

Amir Rasekh, with 20+ years in loyalty, data, and retail media, leads Nectar360. He excels in using first-party data for customer engagement and has a strong background in building high-performing teams at Sainsbury’s. Amir holds a BA in Marketing and focuses on delivering measurable client impact.

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Welcome to Time for a Reset: The Marketing Podcast with Global Leaders, where we sit down with top marketing leaders representing the biggest and most beloved brands. From understanding shifting consumer behavior to recognizing the increasing importance of marketing in driving business growth, our podcast delves deep into the strategies and insights that are shaping the future of marketing.

In this special episode, we look at what different senior marketers would like to RESET in marketing. From the dynamic intersection of purpose and profit to the transformative power of marketing in today’s digital landscape, this episode blends the art of brand purpose with the science of business-centric strategies. We’ll dissect the complexities of marketing jargon, advocate for simplicity, and discuss the evolving role of marketing in fostering customer well-being and long-lasting relationships. 

Join us as we also address the creative reset needed to enhance storytelling, the saturation of media in consumer spaces, and the critical need for accurate cross-channel measurement. Stay tuned for an insightful episode that promises to reshape your vision of the Future of Marketing.

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Ben Carter, Global Chief Customer and Marketing Officer at Carwow, unpacks the value of cross-channel measurement, data-driven decision-making, TV advertising, content marketing, the role of social media and organic reach. Ben also shares his experience at Carwow and the opportunities presented by the digital transformation of the car market. We also cover the importance of local knowledge, the role of AI in marketing, and the attributes of the future CMO.

“The changes that have been made by Google and Apple are both challenging and beneficial. They're challenging because they make it harder to understand what's happening in your marketing, but they're beneficial because they force us to get better.” Ben Carter

In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Nick King, Global Practice Lead at CvE Consultancy, connects with Ben Carter, Global Chief Customer and Marketing Officer at Carwow, a leading retailer of new and used cars.

Join them as they discuss:

• Ben’s marketing reset: The importance of cross-channel measurement in marketing in the face of the cookies' demise
• Scaling challenges for startups and small companies and the importance of a granular view of marketing performance
• The impact of changes made by Google and Apple on marketing strategies
• Data-driven decisions and understanding the full funnel effect of marketing channels
• Measuring Marketing performance with attribution models and customer surveys
• The importance of content marketing and the use of social media channels
• The role of AI in marketing
• A look at the toolkit of tomorrow’s CMO

At Carwow, Ben is tasked with revolutionising how consumers buy and sell cars. Prior to joining Carwow in October 2022, he worked in executive marketing roles for several of the UK’s biggest digital businesses, including Purplebricks, Just Eat, and Betfair, to drive growth, build their brands, and accelerate their digital transformation. He is also Chair of the Lily Foundation, a charity dedicated to raising awareness and finding a cure for mitochondrial disease, and the Director of Women in Football.

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Our guest Caroline Harrison, Director and Head of Digital Marketing at HSBC UK.  shares her views on:

• Caroline’s marketing reset: Simplify marketing jargon for more effective communication
• Pivoting marketing from a cost centre to a revenue engine
• Prioritising tasks for greater efficiency and effectiveness
• The relationship between performance and brand marketing
• The role of measurement and attribution in driving informed decisions
• Right housing: The fine balance between in-house and outsourced marketing activities

People who know Caroline professionally use brave, disruptive, dedicated, and passionate to describe her. She is fearless in asking the right questions and challenging the status quo. As a consummate digital marketer, she ensures that tangible and measurable results underpin digital performance. 

Caroline provides authentic leadership and creates an environment of openness and trust. Her knowledge of digital marketing enables her to support both the vision and the day-to-day details. However, her passion for innovation and driving change is particularly inspiring. Caroline’s 20+ year career in digital marketing cuts across global brands like American Express, Barclays Bank, and HSBC UK. 

The full transcript is available here.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

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In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Paul Frampton, Global President at CvE Consultancy,  connects with Aparna Sundaresh, Global VP of Transformation at Unilever and Member of the Supervisory Board at Enviu.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• Aparna’s marketing reset wish: Aligning purpose and profit in marketing
• The need for brands to build authenticity, consistency, and commitment to their purpose to establish trust and credibility with consumers.
• The role of marketing technology and data in building e-commerce capabilities
• A shift in the buyer-seller relationship between CPGs and retailers and the role of retail media
• An industry shift toward data-driven decision-making
• Connecting upper and lower funnel activities to better understand data attribution

Aparna describes herself as a global citizen and C-Suite executive leader who believes that business can be a force for good. Her career is defined by creation and transformation while driving a commercial edge. She enjoys building brands, driving digital transformation, forging partnerships, and pioneering innovation. She has held C-suite positions at global and legacy brands like Unilever and  Lipton.

The full transcript is available here.

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In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Paul Frampton - Global President at CvE Consultancy,  sits down with Nic Travis, Head of Digital Marketing at Lloyds Banking Group.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• Nic’s marketing reset wish: A focus on measurement
• Building a robust measurement framework
• Nic’s secret sauce for scaling and motivating online teams
• The intersection of brand and performance marketing
• The evolving role of CMOs
• Driving personal growth with an endless loop of adaptability and staying curious

Nic brings 20 years of experience across a broad spectrum of e-commerce areas, including marketing, data privacy, web design/development, UX, CRO, and analytics. He has a proven track record of delivering growth and works as Head of Digital Marketing at Lloyds Banking Group, the UK’s largest retail bank.

His role includes managing an agency and client hybrid team and supporting the effective delivery of a substantial marketing budget. Nic is tasked with delivering a cross-channel, multi-year digital marketing transformation covering Measurement, Adtech, Martech, Data Consent / Privacy, and Channel Optimisation. His previous roles include Head of Digital at MBNA and User Experience Manager at Claire’s Accessories.

The full transcript is available here. 

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In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Paul Frampton - Global President at CvE Consultancy,  interviews Francisco Bram, VP of Marketing and Customer Insights at Albertsons Companies.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• The shift from revenue-centric focused marketing to one that enriches customers' lives
• Balancing profit and purpose: prioritising customer well-being
• The role of marketing in brand storytelling and community connection
• The importance of data-driven marketing in measuring impact and driving decision-making
• The importance of contextually relevant advertising: bringing product marketing mindset to retail
• Evolution of the CMO role toward data-driven decisions, managerial influence, and personal growth.

Francisco Bram is Vice President of Marketing and Customer Insights for Albertsons Companies. Francisco believes marketing should play a role in leading the discussion internally around prioritising customer well-being and  leads  the development and launch of “Sincerely Health”, a digital platform which has already netted over one million customers. 

Francisco has over fifteen years of experience growing brands, products, and customers across tech, health, and retail. Throughout his career, more than $5B in topline revenue has been directly attributed to his marketing efforts.

Francisco has been recognized twice as a top 100 product marketing influencer and three times as a top product marketing mentor. With a growth mindset that allows him to innovate, take risks, and push boundaries to achieve breakthrough results, Francisco believes that the only constant in life is change.

The full transcript is available here.

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In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Paul Frampton - Global President at CvE Consultancy,  sits down with Lars Silberbauer, CMO of HMD Global, the holding company for Nokia Phones.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• HMD Global: Using innovative tech to bring Nokia back to life
• The role of sustainability in product development
• Integrating brand and performance marketing with measurement models
• Accelerating ideation and product development with AI
• Tomorrow’s multidisciplinary CMO: Skilled in AI and culturally aware
• Yes, but is it relevant today? Questioning past practices in marketing

Lars Silberbauer is considered one of the world’s leading thought leaders for all things marketing, digital, and social. His CV is jam-packed with leading digital marketing roles at global and legacy brands. Currently, he is the Chief Marketing Officer at HMD Global and Nokia Phones.  Lars has also been the Global Head of Brand, Marketing, and Digital at the Olympics  (IOC), the Senior Vice President of Viacom, a digital studio branch of MTV, and the Senior Global Director of Digital at The LEGO Group.

The full transcript is available here.

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In this episode of Time For a Reset: The Marketing Podcast with Global Leaders, Nick King, Global Practices Lead at CvE,  sits down with Jasmine Dawson, Senior Vice President of Digital Consumer Engagement at BBC Studios,  a commercial subsidiary of the BBC that creates, produces, broadcasts, finances, and sells content around the world.

They discuss the importance of storytelling in the digital market, and Jasmine shares her experiences and insights on customising content strategies for each audience segment and platform. She highlights how taking calculated and calibrated risks can yield unexpected wins that accelerate your career growth.  They further explore how BBC Studios has stayed relevant in the UK and US markets and explore the integration of marketing and content strategy.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Join them as they discuss:

• Winning by customising content for the medium and audience
• How a legacy production company creates viral content on TikTok and Snapchat
• The role of an open and inclusive culture in fostering innovation 
• Aligning decision-making with data and creative instincts 
• Advice for young professionals 

Jasmine Dawson, Senior Vice President of Digital Consumer Engagement at BBC Studios, is an award-winning digital specialist with over fifteen years of experience in London and New York, both in-house and agency side, working with blue chip brands such as The New York Times, Hulu, and BT. She has substantial experience driving digital transformation and developing brands' digital footprint, focusing on relevance, reach, and revenues.

The full transcript is available here.

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