The Whole Marketer podcast

Episode 172 with guest Visha Kudhail, author of Authentic Marketing The technical skill in this episode is authentic marketing - how we keep building a genuine emotional connection between our brands and consumers when we're living in an age of AI-generated content, and audiences are more sceptical than ever. Abby is joined by Visha Kudhail to discuss her new book, Authentic Marketing , including: why authenticity is an operating model that runs through the whole business rather than a social media tactic, why audience insight and 'time to think' are the foundations that rarely get celebrated, how to build trust proactively rather than reactively, why brand voice needs a point of view (not just a tone of voice deck), and why being honest about ROI and creating psychological safety builds a stronger effectiveness culture. Joining Abby is Visha Kudhail, an award-winning global marketing leader whose career spans Pinterest, Google, YouTube, Square, Channel 4 and Thinkbox . At Pinterest she built and led the EMEA Business Marketing function, and at Google and YouTube she created the UK industry brand trust function during the brand safety crisis. Visha won the top prize for Best Leader in Marketing at the 2022 Global Women in Marketing Awards, co-founded the Futures Network for Women in the UK, sits on the Executive Committee of Soho House and the Development Advisory Board for Somerset House, and chairs the DMA Media Council. She also created and hosted the podcast Behind the Face of Success . Key takeaways Authenticity is an operating model, not a tactic… It runs through product, message and leadership across every function, rather than chasing social trends. Give yourself time to think (and analyse )… Audience insight into the 'why' is the foundation, and AI can help but can't replace the rigour . Build trust proactively, not reactively… Visha builds a trust and reputation pillar into every marketing plan to reach the most sceptical audience yet. Brand voice needs a point of view… Go beyond a tone of voice deck with an ownable point of view and thoughtful transcreation for each market. Be honest about ROI and share the learnings… Building ROI to only push investment through erodes trust, so continue to report progress, share what didn't work and cascade learnings. 00:00 - Welcome to the Whole Marketer Podcast 00:37 - Why Authenticity Matters in an Age of AI 02:35 - Introducing Visha Kudhail 02:57 - What Is Authentic Marketing? 05:21 - Why Audience Insight Is the Backbone of Authenticity 07:41 - Authenticity Is About Cultures and Communities, Not Chasing Trends 10:06 - What's Stopping Us? 12:34 - Going After the 'Why ', Not Just the 'Who' 14:58 - Why We Don't Celebrate the Thinking Behind the Work 17:07 - Why Visha Wrote ' Authentic Marketing ' 19:30 - Falling Trust in the Internet, the News and AI 24:17 - Building a Proactive Trust Pillar Into Your Marketing Plan 27:30 - Bringing Your Brand Voice to Life in a Digital World 28:54 - Point of View vs Opinion 31:18 - Transcreation, Cultural Nuance and Using AI to Scale Locally 33:39 - Getting Authenticity Out of the Creative Room and Across the Business 36:07 - Where to Start: Narrative Threads and Planning Beyond Quarters 38:35 - ROI, Data Storytelling and Reporting Progress 41:00 - Why Fake ROI Doesn't Build Trust (and the Attribution Gap) 43:24 - Psychological Safety to Share Learnings 45:47 - Career Highs and Grows 49:20 - Visha's Advice For Marketers of Tomorrow Resources Authentic Marketing by Visha Kudhail (Kogan Page) – order the book The Whole Marketer 'Define your ideal role' resource – free download https://thewholemarketer.com/resources/ Host: https://www.linkedin.com/in/abigailcdixon/ Guest: https://www.linkedin.com/in/visha-kudhail-16400830/ About The Whole Marketer 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 . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 171 with guest Helen Tupper, Co-founder of Squiggly Careers We're kicking off Season 10 with an extra special live episode, as Abby is joined on stage by three-time Sunday Times bestselling author and her good friend Helen Tupper to dig into her latest book, Learn Like a Lobster , co-written with Sarah Ellis. Recorded live in front of an intimate audience at The Whole Marketer's 'Reflect and Connect' event in London, Helen and Abby unpack what it actually takes to keep learning and growing at work when time, confidence and headspace are all in short supply, including: how to build a "to-think list" that actually gets used, the three-step method for taming your "confidence gremlins ", the ' W W WEBI ' feedback tool for leaders to reduce fear in team learning and development. Joining Abby is Helen Tupper, Co-founder and CEO of Amazing If alongside Sarah Ellis, and Co-host of the Squiggly Careers podcast, which has had more than six million downloads. Helen is a three-time Sunday Times bestselling author, with The Squiggly Career , You Coach You and, most recently, Learn Like a Lobster . Helen and Sarah's TEDx talk, The Best Career Path Isn't Always a Straight Line , has been watched by over two million people, and in 2026 they were named among the top 10 most influential thinkers in HR. Helen is also a regular contributor to the Harvard Business Review, is currently working on an executive PhD, and is a trustee for the Chartered Management Institute. Key takeaways The to-think list… We always find time to make a to-do list, but rarely time for a 'to-think' list, so Helen shares how she finds the time Taming your confidence gremlins… Helen's explains the three-step method to quieten the inner voice when you feel imposter syndrome creeping in WWWEBI: What Worked Well, Even Better If… Give this simple, low-formality feedback tool a try, that strips out fear and increases frequency to gather feedback for learning Connection over comfort… How to map your connection circles to learn outside your comfort zone - team, organisation, industry, and then beyond it - and go looking for a few go-to curious questions to ask people you don't already know. Leading is listening… Helen share s some of her own reflection s on from writing this book and her advice for marketers of tomorrow 00:00 - Welcome to The Whole Marketer Podcast 00:37 - Kicking Off Season 10 with Helen Tupper 02:42 - The Big Juicy Question: What Is Learning Like a Lobster? 05:01 - Part One: Learning As You Go and the To-Think List 07:23 - Why We Make Time to Do But Not to Think 09:39 - The Post-it Note Method for Finding Time to Think 12:05 - Front of Mind: Moving Into Learning in Hard Moments 14:24 - Confidence Gremlins and the Biggest Learning Gap 16:48 - Three Steps to Caging Your Confidence Gremlins 19:05 - Where Limiting Beliefs Come From 21:18 - Helen's Own Limiting Belief: The Pencil Skirt Story 23:36 - WWWEBI: What Worked Well, Even Better If 25:53 - Why Leaders Have to Go First on Feedback 28:12 - Leading Your Own Learning Through Connection 30:37 - What Helen Learned About Herself Writing This Book 33:01 - Letting Go of Ego to Get the Book Done 35:17 - Career Highs and Grows 37:36 – Advice For Marketers Of Tomorrow Resources Learn Like a Lobster - order the book Squiggly Careers podcast The Whole Marketer ' Take the reins of your career' resource – free download https://thewholemarketer.com/resources/ Host: https://www.linkedin.com/in/abigailcdixon/ Guest: https://www.linkedin.com/in/helentupper/ About The Whole Marketer 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 . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team.

Episode 170 with guest James Hurman, F ounder of Previously Unavailable and co-founder of Tracksuit, AF Drinks and Caffeine This week 's technical marketing skill is another on marketing effective ness as we believe it's a core capability gap we need to close as a profession, so that we can truly be the growth engine of the business and lead the long-term commercial agenda . Abby is joined by James Hurman to discuss why marketing leaders need to be investing in brand AND performance and avoiding the 'performance trap' . Plus the ROI data behind 60/40 split (B i net and Field's Long and Short of it) now being approximately 50/50 f or maximum gains , build ing a measurement framework that actually connects to commercial outcomes, and the mindset shift senior marketers need to set themselves up for a successful tenure. Joining Abby is James Hurman, a New Zealand-based founder, entrepreneur, investor , author and leading voice on marketing and advertising effectiveness. He is F ounder and Chair of Previously Unavailable and co-founder of Tracksuit, the brand tracking platform fast becoming a go-to among UK marketers, alongside AF Drinks and Caffeine. James is the author of The Case for Creativity and Future Demand, and consults to major organisations globally on marketing and advertising effectiveness. Key takeaways Beware the performance trap… We understand the pressure to show quick wins but short -term, visible results can mask an eroding baseline and a shrinking pool of future customers. The ROI evidence for a 50/50 split keeps stacking up… James discusses four separate data sets across three decades that indicate overall ROI is highest when spend is balanced between brand and performance. Build a measurement stack… James recommends tracking three levels: campaign metrics (is anyone noticing our advertising), interim metrics (is our brand growing in awareness, consideration and preference) and commercial metrics (sales, profit, market share). Most businesses have the top and bottom covered but are missing the brand dashboard in the middle. The power of knowledge… T he confidence to make the case for the right investment and to hold your own with stakeholders comes from building your knowledge on effectiveness. Set your foundations early if you want to leave a legacy… Market ing leaders who do the right things for long-term brand building , even if it means a slower start, tend to look far better by the time they leave a role than those who chase quick wins. 00:00 — Welcome to the Whole Marketer Podcast 02:38 — Today's Big Juicy Question: What Is Marketing Effectiveness? 04:02 — Why Marketers Know What to Do but Don't Always Do It 07:33 — The Skills Gap Behind Connecting KPIs, Allocation and Investment 09:09 — Bringing Distributed Marketing Science Together 11:49 — Why It's Fair for Stakeholders to Question Marketing Spend 13:39 — Introducing the Performance Trap 14:18 — What's Fuelling the Shift Towards Performance Marketing 16:41 — The Hidden Cost of Leaning Too Hard Into Performance 18:56 — Why CFOs Should Judge Marketing on Annualised ROI 19:34 — Do You Want to Leave Your Job Looking Good or Not? 22:56 — How the Best CMOs Set Their Foundations in the First 90 Days 26:59 — Why Knowledge Builds Real Confidence 28:36 — Knowledge, Humility and the Power of Asking Questions 32:14 — Explaining Current Demand and Future Demand 34:31 — Why Advertising Doesn't Directly Cause Sales 36:50 — A Framework Marketers and Non-Marketers Can Both Understand 39:51 — The Evidence Behind the 60/40 Rule 42:38 — Four Data Points From 1992 to Today 44:20 — Building a Measurement Framework That Reaches the Boardroom 45:11 — The Three-Level Metric Stack: Campaign, Interim and Commercial 47:11 — Why You Need a Brand Dashboard Alongside Your Performance Dashboard 49:58 — James's Advice for Marketers of Tomorrow Resources Future Demand by James Hurman The Case for Creativity by James Hurman Tracksuit Previously Unavailable The Whole Marketer 'Define your ideal role' resource – free download https://thewholemarketer.com/resources/ Host: https://www.linkedin.com/in/abigailcdixon/ Guest: https://www.linkedin.com/in/jameshurman/ About The Whole Marketer 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 . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 169 with guest Mark "Strings" Stringer, Founder and Chair of PrettyGreen T oday's episode explores the leadership and human skill s of building genuine diversity of thought within marketing teams and why it matters , including: why teams risk becoming clones of each other, recruiting for diverse thinking, your self-awareness as a leader to build the right teams around you, and why trust and psychological safety create s better work. Joining Abby is Mark Stringer, known to most as Strings, the entrepreneurial force and founder of agency PrettyGreen . With over 30 years of founding and leading successful ventures, Strings is a seasoned expert in building fame for brands and driving innovation. As founder and chair, he has helped the agency and its sister agency, The Producers, work with clients including Cadbury, Under Armour, LEGO, Audible, Hasbro and Nando's and more . Alongside this he runs PrettyGreen +Ventures, which incubates and acquires founder-led companies, and is co-founder and non-exec CMO of B Corp SkootEc o and Metropolitan Spirits Key takeaways Diversity of thought is about difference, not just demographics… The value of diverse thinking comes from surrounding yourself with people who think, decide and approach problems differently to you as well as different lived experiences Know your own strengths, then build around them… Strings shares the parts of the job he loves and the parts he's happy to hand over, and how deliberately bringing in people who are strong where he isn't , has been core to building his teams Trust is what lets leaders let go… Strings' mantra of needing to "get out of the room" only works because he trusts the people he hands the baton to, both to deliver and to tell him honestly when something is going wrong Psychological safety turns diversity into better work… Recruiting different thinkers only pays off if people feel safe enough to challenge ideas, call out bias and speak up in the room Building diverse teams takes deliberate action, not good intentions… Strings is candid that believing in "hiring the best people" wasn't enough until PrettyGreen looked honestly at who was actually in the room and set up a dedicated board to force the change through 00:00 — Welcome to the Whole Marketer Podcast 00:36 — Why Diversity of Thought Matters in Marketing Teams 02:55 — Introducing Mark "Strings" Stringer 05:21 — The Big Juicy Question: What Is Diversity of Thought? 07:43 — Finding People Who Love What You Don't 10:01 — Discovering DISC Profiles and Understanding Difference 12:27 — Founding PrettyGreen and Building the Right Partnerships 14:50 — The Impact of Bringing Complementary People Into the Team 17:01 — Learning to Trust and Get Out of the Room 19:21 — Matching Skills and Zone of Genius to the Work 21:41 — Uncovering Hidden Talent Across Departments 24:04 — Why Representation in the Room Matters 26:23 — Confronting the Agency's Own Diversity Gap 28:35 — Advice for Leaders Starting to Build Diverse Teams 30:54 — Knowing Your Superpower and Building Complementary Teams 33:22 — Handling Conflict With Humility and Vulnerability 35:44 — The Shadow and Light of Leadership 38:04 — Surrounding Yourself With People Who Call You Out 40:27 — Career Highs: Celebrating the Team's Work 42:30 — Career Grows: Getting Through the Hard Times 44:48 — Strings' Advice for Marketers of Tomorrow Resources The Whole Marketer 'Define your authentic leadership style' workbook – free download https://thewholemarketer.com/resources/ The Whole Marketer seven-step leadership assessment – free download https://thewholemarketer.com/resources/ Host: https://www.linkedin.com/in/abigailcdixon/ Guest: https://uk.linkedin.com/in/strings About The Whole Marketer 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 . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 168 with guest Sorin Patilinet, PepsiCo's Global Marketing Effectiveness and author of Marketing Effectiveness: Applying Marketing Science for Brand Growth This week's episode is a technical skill that is fundamental to marketing leading the long-term commercial agenda – it's marketing effectiveness . We'll unpack what marketing effectiveness really means, the difference between effectiveness and efficiency , the importance of pricing being in marketing's remi t and what makes a great dashboard (and why you should resist changing it) Joining Abby is 'The Marketing Engineer' Sorin Patilinet , G lobal M arketing E ffectiveness E xecutive and author of the best-selling book ' Marketing Effectiveness: Applying Marketing Science for Brand Growt h ' . With 20 years' experience in global roles , Sorin has helped shape how some of the world's most iconic brands measure and prove their impact. Previously he built and led the marketing science and testing solutions at Mars for over 14 years before moving to PepsiCo, where today he continues to turn marketing science into business growth. Key takeaways Marketing effectiveness is holistic… it's not just ROI and creative excellence but a holistic understanding of the effect of everything marketers do on business results The biggest barrier is mindset, not tools… Sorin believes marketers need to spend more t ime identifying which decisions actually drive the biggest impact on the top and bottom line – and then finding the data to support those decisions, not the other way round. Pricing belongs back in marketing's remit… Sorin argues marketing has lost its voice in the boardroom partly because it has given up pricing and product to finance and R& D . Effectiveness beats efficiency… efficiency is effectiveness divided by cost, so focusing on effectiveness improves efficiency as a natural by-product. Don't change a winning dashboard… Sorin measured advertising's sales impact the same way for 14 years at Mars. Consistency of method , even as data and partners evolve , builds the trust and shared language that gets stakeholders to actually act on the numbers. 00:00 — Welcome to the Whole Marketer Podcast 02:02 — Introducing Sorin Patilinet 02:25 — What Is Marketing Effectiveness? 03:40 — Why It's Not ROI or Creative Excellence 04:30 — What Inspired Sorin to Write the Book 07:18 — Bringing the Brand's Voice to Marketing Science 09:41 — Where the Profession Still Has Capability Gaps 11:02 — The Biggest Barrier: Mindset Over Tools 12:49 — Are We Slaves to Data Availability? 14:01 — Ranking Decisions by Commercial Impact 15:23 — Why Pricing Is the Link Between Marketing and the Boardroom 16:22 — Why Marketing Has Lost Its Voice in the Boardroom 19:11 — Have We Given Pricing Up, or Had It Taken Away? 20:44 — Effectiveness vs Efficiency: The Formula That Matters 23:32 — The Only True Measure of Creative Effectiveness 25:05 — Rethinking the 60/40 Rule for Short and Long Term 26:47 — Why Every Business Needs Its Own Time Frame 29:18 — Building the Right Data Sources 29:52 — Why Decisions Should Come Before Data 32:13 — The Case for Experimentation 32:46 — Where AI Actually Helps Measurement 33:05 — Why You Shouldn't Keep Changing Your Dashboard 34:51 — The Hidden Cost of Changing Your Methodology 36:33 — Setting the Right KPIs at the Strategic Planning Stage 36:58 — Finding Your Organisation's Flywheel 38:59 — How Data-Driven Is Your Organisation's Culture? 39:22 — The Balance of Art, Science and Human Intuition 40:36 — Sorin's Advice for Marketers of Tomorrow Resources Sorin's book – https://www.amazon.co.uk/Marketing-Effectiveness-Applying-Science-Growth/dp/1398621056 Host: https://www.linkedin.com/in/abigailcdixon/ Guest: https://www.linkedin.com/in/patilinet/ About The Whole Marketer 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 . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 167 with guest Mays Elansari, Marketing Director at Wasabi The last in our mini-series on how marketing roles are changing, this episode is a little different as we hear directly from a senior marketer who has recently been looking for - and secured – an exciting new role. But the journey was not easy and we explore with refreshing honesty about what it fe els like to suddenly find your self without a role, reframing your mindset, treating yourself like a brand and how saying yes ( to events, to LinkedIn, to new connections ) creates visibility that ultimately led to not one but two new opportunities. Joining Abby is Mays Elansari , Marketing Director at Wasabi, the sushi and bento brand with ambitious growth plans across the UK. A self-described generalist marketeer, Mays brings a wealth of experience across hospitality, QSR and FMCG, having held senior roles at Subway, Penhaligon's and Stonegate, and earlier in her career at BBDO and McCann Erickson. Key takeaways The scope of marketing leadership has never been broader… From commercial accountability and data and insight to AI, tech and creativity, the breadth and expectations of what a senior marketer is expected to own has expanded significantly. The unicorn brief… Are hiring managers are holding out for candidates who tick every single box? Mays and Abby discuss why this risks recycling the same thinking and why transferable experience and fresh perspective are often more valuable than sector-specific credentials. The power of mindset … Mays reflects openly about finding herself in unfamiliar territory for the first time in her career outside of her control but harnessing the power to control her own mindset. We need to market ourselves… Mays made a deliberate decision to treat herself like a brand: defining her value, owning her narrative and showing up consistently. Invest in your network before you need it… Building a genuine community of peers, mentors and industry contacts isn't a nice-to-have but how most senior marketing roles are actually filled . 00:00 — Welcome to the Whole Marketer Podcast 02:40 — What Is the Role of Marketing Leadership Today? 04:12 — How the Scope of Marketing Has Fundamentally Changed 05:49 — How the Senior Seat at the Table Is Shifting 07:24 — Why Senior Marketing Roles Are Disappearing 09:35 — The Unicorn Brief 12:56 — Are We Setting Marketing Leaders Up to Fail? 14:42 — The Case for Transferable Experience Over Sector Credentials 16:09 — Mays's First-Hand Experience of the Job Market 18:28 — Why Most Senior Roles Are Filled Through Relationships 19:34 — Why Your Circle Matters More Than You Think 22:16 — Finding Herself Out of Work for the First Time 24:31 — Saying Yes... How the Queen of Events Was Born 26:59 — Sharing the Journey and Why Vulnerability Matters 27:49 — The Emotional Reality Nobody Talks About Enough 29:33 — Finding the Job Search Strategy That Works for You 30:41 — Treat Yourself Like a Brand and Invest in Yourself Before You Need To 33:15 — Building Your Own Brand Positioning 34:17 — Let Go of What You Can't Control 35:24 — Career High and Grows 36:54 — Mays's Advice For Marketers of Tomorrow Resources The Whole Marketer 'Define your ideal role' resource – free download https://thewholemarketer.com/resources/ The Whole Marketer 'Take the reins of your career' resource – free download https://thewholemarketer.com/resources/ Host: https://www.linkedin.com/in/abigailcdixon/ Guest: https://www.linkedin.com/in/mayselansari/ About The Whole Marketer 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 . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 166 with guest Rowan Fisk, Founder of GrowthKind The third in our mini-series on how marketing roles are changing, in this episode we hear directly from a n executive hiring specialist who speaks to over a hundred senior marketing leaders every month , on the skills that modern senior marketers need to possess (particularly in founder-led , start - up scale up and VC/ entrepreneurial businesses) how AI is already reshaping recruitment and marketing org charts, and the job search advice for candidates today. Joining Abby is Rowan Fisk, Founder of GrowthKind , an executive search company that places senior marketing, digital, and growth leadership roles into high-growth start-ups and scale-ups across the UK and EMEA . As a trus ted advisor to many founders, CEOs, and investors navigating critical leadership hires , he has real-time insight into the trends shaping marketing leadership roles and talent. Key takeaways The job market is recovering (not yet recovered)… Vacancies for senior marketing leaders are rising and processes are moving faster, but for anyone currently out of role, the search can still be challenging . Curiosity is becoming a defining leadership trait… Rowan believes CQ – the willingness to test, learn and adapt – is becoming just as important as IQ and EQ for the next generation of marketing leaders. AI is reshaping marketing teams … How AI is impacting different departments, but brand and creative roles remain harder to replace. AI supports recruitment decisions, but doesn't replace judgement… Rowan's firm uses AI to help rank shortlisted candidates objectively, but he's overridden an AI-recommended hire when his own instincts told him something wasn't right. Networking beats job boards… Abby and Rowan share advice for anyone job hunting to get specific about their professional superpower and share it. 00:00 — Welcome to the Whole Marketer Podcast 02:50 — Introducing Rowan Fisk 03:05 — What's the Real Role of Marketers Today? 05:07 — Marketing Skillset in Founder-led Businesses 09:33 — Moving From Gut Instinct to Insight-Led Decisions 12:06 — Why Performance Marketing Has Dominated Hiring 13:30 — How AI Is Fuelling a Brand Marketing Resurgence 15:30 — Short-Termism and the Case for Creativity 18:19 — Introducing CQ, the Curiosity Quotient 20:50 — Why Leaders Should Embrace Curiosity and Humility 22:53 — AI and Restructures: Growth or Rationalisation? 26:34 — AI in Recruitment: Useful Tool, Not a Replacement for Judgement 31:05 — What's Really Happening in the Marketing Job Market 36:00 — The Passive Candidate Pool Is Starting to Move 37:17 — Why Watching Your Peers Move Changes Everything 38:17 — Sharing the Wins and Getting Employee Value Proposition Right 42:07 — Getting Clear on What You Actually Want From a Role 42:57 — What's Your Superpower? 44:14 — Why Being Known for Something Beats Being Good at Everything 47:30 — Let Your Network Know What You're Looking For 50:30 — Why Most Senior Roles Never Get Advertised 52:33 — Rowan's Advice For Marketers of Tomorrow Resources The Whole Marketer 'Define your ideal role' resource – free download https://thewholemarketer.com/resources/ The Whole Marketer 'Take the reins of your career' resource – free download https://thewholemarketer.com/resources/ The Whole Marketer 'Develop your authentic leadership style' resource – free download https://thewholemarketer.com/resources/ Host: https://www.linkedin.com/in/abigailcdixon/ Guest: Rowan Fisk | LinkedIn About The Whole Marketer 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 . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 165 with guest Joel Barnett, Founder of Fortune Hill The second in our mini-series on how marketing roles are changing, in this episode we highlight what the job market looks like right now, including : why so many senior roles are disappearing or being restructured, what companies are looking for in marketing leaders today, the importance of role clarity and expectations , and job search advice. Join i ng Abby is her guest Joel Barnett, Founder and CEO of Fortune Hill , who partners with ambitious organisations to appoint Marketing, Commercial, and HR leaders to supercharge business performance and enhance culture. With decades of experience placing marketing executives across some of the UK's most recognised brands, Joel shares his honest yet optimistic assessment of where the marketing profession currently stands - and what both leaders and organisations need to do differently. Key takeaways The CMO title is disappearing… More recruitment briefs are coming through as Chief Growth Officer or Chief Customer Officer, as the CMO role itself is being disaggregated Why are CMO tenures getting shorter... Joel reflect s that marketing leaders share some of the responsibility , through poorly managed expectations, a reluctance to have difficult conversations, and in some cases, overstating what they can and will deliver The brief is broken… 75% of unsuccessful hires come down to a poorly constructed brief. Companies are hiring to solve a short-term problem, prioritising sector experience over the character traits that determine long-term success. Tips for leaders... Hire f irst for character, then capability and finally experience - too often organisations hire the CV but fire what isn't CV-related. T aking the reins of your job search... The job market is tough and t here is a significant supply and demand imbalance right now. Joel's advice: treat your job search like a marketing campaign, be the driver not the passenger, and don't take a role just for the title. 00:00 — Welcome to the Whole Marketer Podcast 02:33 — Introducing Joel Barnett 03:00 — What Marketing Leadership Is Really For 05:12 — The CMO Title Is Disappearing — What's Replacing It 08:00 — The Disaggregation of the Marketing Role 12:28 — Marketing is Being Stretched and Squeezed Simultaneously 14:53 — The Most Important Trait in a Modern Marketing Leader 16:57 — The Leadership Piece People Overlook 19:23 — The Conversations Marketing Leaders Aren't Having 21:37 — Why CMO Tenure Is Shorter Than It Should Be 26:26 — The Cost of Tolerating Average 31:18 — Resilience, Coaching, and Not Going It Alone 33:38 — Why Senior Marketing Roles Are Being Cut 38:03 — The State of the Job Market Right Now 41:00 — How to Search for a Role Like a Marketer 45:28 — On Being Selective — and Knowing It's Never Too Late to Pivot 47:53 — How to Make a Better Senior Marketing Hire 50:19 — Hire for Character Before Credentials 53:00 — Joel's Advice: Learn the Language of the Room R esources The Whole Marketer ' Define your ideal role ' resource – free download https://thewholemarketer.com/resources/ The Whole Marketer ' Take the reins of your career ' resource – free download https://thewholemarketer.com/resources/ The Whole M a rketer ' Develop your authentic leadership style ' resource – free download https://thewholemarketer.com/resources/ Are Marketers facing a clarity crisis? - Marketing Week article https://thewholemarketer.com/mw-article-clarity/ Host: https://www.linkedin.com/in/abigailcdixon/ Guest: https://www.linkedin.com/in/joelbarnettfortunehill/ About The Whole Marketer 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 . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode 164 with guest Charlotte Rogers, Marketing Week's Deputy Managing Editor and Head of Insight We're kicking off a brand new mini - series about how marketing roles are changing and its impact, and in this episode we discuss this as well as shine a light on widespread and wor rying challenges facing marketers today . Based on the findings from Marketing Week's 2026 Career and Salary Survey (2,300+ respondents) we're discussing expanding remits, senior roles disappearing, burnout, imposter syndrome, stalled progression , a persistent understanding gap at board level – and what we need to do about it. Joining Abby is Marketing Week's Charlotte Rogers, Deputy Managing Editor and Head of Insight at Marketing Week. Having worked at Marketing Week for a decade, she is fascinat ed writing about the marketing industry both in the UK and worldwide and leads on the publication's proprietary research projects, as well as the wider features, and is the co-host of the Marketing Week podcast . Key takeaways Our m arketing profession is in crisis … Marketing roles are expanding and restructuring, often without clear resource or support. H alf of respondents said their team had restructured and s enior leaders are being cut and not replaced . Burnout is a real risk … M any marketers feel overwhelmed (65%) , undervalued, questioning their skills, facing imposter syndrome, and emotionally exhausted. 53% no longer enjoy work that used to engage them. There is a persistent lack of understanding of marketing's true value within organi s ations and marketers are feeling the pressure to defend it … leading to not speaking up about mental health because they're carrying their own issues AND the weight of the profession's perception . We have a progression crisis … 70% of marketers saw no career progression in the past year. It's hitting parents and women the hardest as 44.6% of mothers said being a parent had harmed their progression, vs 7.6% of fathers. What do we need to do… the only way out of the cycle is for marketers to start advocating for themselves, setting boundaries, and being honest about what is and isn't deliverable. It's not easy but marketing leaders need to speak up for themselves and marketers in their care . 00:00 — Welcome to the Whole Marketer Podcast 02:33 — Introducing Charlotte Rogers 02:58 — The State of Marketing Right Now What the 2026 Career & Salary Survey is revealing about how marketers are feeling 07:00 — More Responsibility, Senior Roles Disappearing 09:29 — Why Marketing Still Struggles to Prove Its Value 12:47 — Afraid to Move, Unhappy to Stay 15:04 — The AI Pressure and the Skills We Actually Need 16:21 — Burnout, Imposter Syndrome, and Suffering in Silence - Two years of mental health data 19:09 — The Added Weight of Defending the Whole Profession 21:23 — Restructures, Rebrands, and Shifting Job Titles 26:16 — The Cost of Constant Change 30:59 — On Saying No (and Why Pushing Back is So Difficult) 33:21 — The Progression Gap Is Worse for Parents 37:19 — Flexibility as a Right, Not a Favour 40:56 — What Marketers Can Control 44:39 — Charlotte's Advice: Know Your Value R esources Blog: Burnout - How Leaders Can Support Those In Their Care - The Whole Marketer https://www.marketingweek.com/abigail-dixon-marketer-resilience/ Marketing Week - https://www.marketingweek.com/ Host: https://www.linkedin.com/in/abigailcdixon/ Guest: https://www.linkedin.com/in/charlotterogers/ About The Whole Marketer 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 . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build successful and fulfilled marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode #163. This episode is a holistic topic that impacts not only what we do, but how and why – it's the power of being different. We know being distinctive is fundamental for building successful, memorable brands, so today's episode will discuss not only this but why it's vital for marketers to develop the skills and behaviours to be brave and embrace being different at work and in their lives as a whole. Abby's guest expert on today's episode is Amy Kean, best-selling author, columnist, speaker, voice for change in the advertising and media industry and founder of Good Shout which is an L&D company that brings out the human in people. As a strategist and creative leader, Amy trains teams on how to communicate, collaborate and learn from one another, championing unrepresentative voices and pushing businesses to move from token gestures to tangible action. In this episode, Amy shares her of definition of embracing difference, why we shouldn't play it safe, culture vs trends, why difference matters in marketing and practical ways for you to embrace difference. Plus Amy's advice for marketers of tomorrow. 00:00:00 Introduction to the Podcast and The Power of Being Different 00:03:40 What Does Embracing Difference Mean? 00:05:23 Front Stage vs. Backstage Selves 00:09:15 Leadership Pressure to Perform and Prove Themselves 00:12:53 The Japan Airlines Buddhist Monk Case Study 00:17:31 The Power of Difference in Marketing 00:22:31 Why Difference Matters 00:25:45 Cultural Trends vs. Fads 00:28:16 Unlocking Difference: Confidence and Self-Belief 00:30:08 Practical Ways to Embrace Difference 00:35:57 Creativity, Safe Spaces, and Community Support 00:37:18 Career Highs and Learnings 00:43:10 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: 💥 Amy Kean 💥 | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode # 1 6 2 . A topic of personal understand ing , today we're discussing personal branding for marketers – the benefits of embracing the LinkedIn platform to connect, share your voice, learn, inspire, network and for your future career development . Abby's guest expert is Laura Fox who helps individuals and companies to use LinkedIn to their advantage, whether for visibility, growth or leadership positioning. After working at LinkedIn for over 7 years, Laura set up the LinkedIn Fox as a LinkedIn strategist, trainer and speaker – working with a range of clients from individuals and SMEs to large scale companies like Mattel, Unilever, London Business School and more I n this episod e , Laura shares her definition of building personal brands, the real-life benefits of doing so, overcoming fears and time constraints , best practice for engagement, plus Laura's 3Ps to start to build your personal brand. Plus Laura 's advice for marketers of tomorrow. 00:0 0 : 00 Welcome and Introduction to Personal Branding 00:02:46 Defining Personal Brand on LinkedIn 00:04:33 Being Memorable and Relatable 00:06:45 Real-World Benefits of LinkedIn 00:09:40 Overcoming Barriers to Using LinkedIn 00:11:19 Best Practice Approach for Success 00:18:03 Measuring: Quality Over Quantity 00:24:48 Personal vs. Company Use of LinkedIn 00:28:19 Laura Fox's Three P's Framework 00:32:51 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Laura Fox | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode # 1 61 . Today's episode is a personal understanding topic focused on self-belief, which comes from knowing yourself and owning your strength s , your talents , your past experiences to help you build trust in y our future choices. Joining Abby is legendary senior marketer, M&S's Sharry Cramond. Sharry is a mult i - award winning marketer – named in the list of the world's top 100 marketers as well as The Marketing Society's prestigious Inspirational Leader award. With a wealth of experience, Sharry leads marketing for Marks and Spencer, one of the UK's most loved and trusted brands and is published author of 'Win Your Lottery ". I n this episod e , Sharry shares her personal story and perspective on self-belief, why it's important for marketers, examples of how she applies positive mindset, and the power of goal-setting . As well as telling the M&S case study about how they have leveraged their workforce to become brand ambassadors. Plus Sharry 's 'Highs and Grows' and advice for marketers of tomorrow 00:00:0 0 Introduction to Self-Belief and Mindset 00:02:38 Sharry's Perspective on Self-Belief 00:05:30 The Importance of Self-Belief for Marketers 00:08:17 Building Self-Belief: Shari's Personal Story 00:13:24 Developing a ' Healthy Thinking Diet ' 00:15:26 Radiators vs. Drains: Energy , Attitude and Mindset 00:21:16 Accountability and Achieving Goals 00:22:52 Belief and Commitment in Teams 00:26:30 Key Behavio u rs for Career Success 00:31:18 The M&S Ambassador Case Study 00:39:54 Sharry's Career Highs and 'Grow s ' Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Sharry Cramond | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode # 1 60 . Today's episode is a personal understanding topic on career development, empowering marketers to take the reins of your career by ensuring we are building skills and behaviours to achieve our ideal role and also our future career goals. Abby's guest is Veronika Kryuchkova , G lobal H ead of C apability for Reckitt. As a global marketing and transformation leader with two decades of experience launching, scaling and turning around brands including at Johnson and Johnson, Teva and Reckitt - and podcast host of Get Superpowered - she is passionate about the human side of transformation, helping teams and organisations build the capabilities they need and career development. I n this episod e , Veroni k a explains being intentional in career choices , key skills for marketers of the future and creating a culture of learning. Plus she introduces the concept of the capability stack and core, human, and future capabilities Plus Veronika shares her career high and lows and advice for marketers of tomorrow. 00:0 0 : 00 Welcome and Introduction to Career Development 00:03:00 Defining Career Development 00:05:04 Intentionality and the Capability Stack 00:09:12 Core, Human, and Future Capabilities 00:14:15 The Importance of Marketers Owning Their Careers 00:15:49 Forces Shaping Marketing Careers 00:21:58 Key Skills for Future Marketers 00:25:43 The Role of Curiosity and Collaboration 00:33:13 Embedding Skills Beyond Training 00:37:42 Leadership's Role in Learning Culture 00:39:45 Veronika's Career Highs and Lows 00:43:56 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Veronika Kryuchkova | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode # 1 5 9 . Our first episode of 2026 is a personal understanding and leadership topic on authentic leadership with advice from a senior marketer on key leadership skills and finding your style. Joining Abby is her guest David Enwright , Marketing Director at the Post Office and a long-time advocate for inclusive, human-centred leadership. With a career spanning HSBC, RBS, Allianz, and the Post Office, he has built a reputation for delivering commercial impact while creating environments where people feel safe, valued, and genuinely able to thrive. As a recognised role model for inclusive leadership, David leads with honesty and empathy , and brings lived experiences and candour to some of businesses most complex challenges. I n this episod e , David shares h is d efinition of authentic leadership , the importance of deep active listening , trust and psychological safet y, and how he has developed his authentic leadership style . Plus, David's career highs and lows and advice for marketers of tomorrow . 00:0 0 : 00 Welcome and Introduction to Authentic Leadership 00:02:47 Defining of A uthentic L eadership 00:05:00 David's Leadership Style 00:06:25 The Importance of Deep Listening 00:08:28 Creating the Right Environment for Conversations 00:09:46 Arriving at an Authentic Leadership Style 00:12:08 Learning from Mistakes and Personal Loss 00:16:05 Recognizing and Preventing Burnout 00:17:51 Building Psychological Safety and Trust 00:21:11 Benefits of Psychological Safety 00:23:09 Encouraging Bold Ideas and Growth Mindset 00:24:47 David's Career Highs and Lows 00:26:58 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: David Enwright | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode # 1 5 8 . Today's episode is a technical skill on effective brand building and the considerations and competencies you need to build a brand ; including the importance of clarity on your strategic choices and the movement you want to make through SMART objectives to ladder up to the commercial objectives. Abby's guest is experienced , award-winning marketing leader and friend of the podcast Andrew Geoghegan , Group Chief Marketing Officer at William Grant & Sons and ex PZ Cussons and Diageo. His paper on creating a culture of effectiveness at Diageo won Gold, Best New Learning, and Best Use of Data from the IPA and he has been recognised as one of the top 100 marketers by Marketing Week. I n this episod e , Andrew shares his experience of brand building and practical advice from his book ' Effective brand building ' including organisational context when brand building, making strategic choices, meeting your consumer where they are and how to win /keep winning. Plus Andrew' s highs and lows (since he last appeared on our podcast) and advice for marketers of tomorrow . Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Andrew Geoghegan | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode # 1 5 7 . We're focusing on burnout on today's episode , an issue we regularly and will continue to raise awareness of in our profession . W e are passionate about p r o v i d i n g s u p p o r t t o e m p o w e r y o u w i t h t h e s i g n s a n d a c t i o n s y ou c a n t a k e t o a i d i n prevention and recovery in our fast-paced, challenging yet rewarding marketing profession. Joining Abby on this episode is guest expert Dr Richard Dugg i n s , Associate M edical D irector for culture and leadership at Kent NHS Foundation Trust and a leading voice on staff wellbeing. A psychiatrist, psychotherapist and leadership coach , Richard has spent nearly two decades helping healthcare and other professionals recover from burnout, anxiety and depression. His work blends clinical expertise with deep insights into organi s ational culture and h e leads a specialist regional wellbeing service for over 175,000 h ealth and social care staff and works with the NHS practitioner help. I n this episod e , Richard shares insights from his book ' Burnout-Free Working : Your Expert Guide to Thriving in Stressful Workplaces ' and discusses what burnout is , warning signs that you're on the edge of the burnout cliff and 5 ways to avoid it . P lus practical frameworks like the "exhaustion funnel" and "drain and radiators" and finding a decompression activity to boost your energy. Plus Richard 's advice for marketers of tomorrow. 00:00:0 0 I ntroduction to Burnout 00:02:31 Defining Burnout 00:04:22 Recognizing Burnout in Ourselves and Others 00:07:32 The Exhaustion Funnel 00:09:16 The Burnout Cliff 00:13:00 Personal and Professional Factors in Burnout 00:17:36 Impact of Perfectionism 00:21:42 Resilience 00:21:50 Radiators and Drains Model 00:29:09 Five Ways to Prevent Burnout 00:35:11 Looking Out for Others: The Three L's 00:39:09 Building a Supportive Culture 00:40:02 Final Advice for Marketers Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Dr Richard Duggins | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode # 1 5 6 . This episode of personal understanding is a skill for marketers in our ever-changing, challenging yet rewarding profession. We're discussing resilience - n ot to be confused with endurance . We believe building resilience is about individuals feeling empowered to proactively put in place what they need to ensure that they have the energy and wellbeing levels to deal with day-to-day life and setbacks when they inevitably occur. Abby's guest expert on this topic is Drew Povey , author, leadership coach and mentor with over 25 years professional experience in multi-sector, executive level leadership across a wide range of sectors including elite sport, corporate, nonprofit and government settings. Drew's recently published book ' When the Clouds Come: Dealing with Difficulties, Facing Your Fears, and Overcoming Obstacles ' includes his models and tools to support leaders with resilience. I n this episod e , Drew shares his definition of resilience, building resilience like a muscle and practical models from his book, including the "Five H's" for effective leadership in tough times and BEST LIFE for well-being. Plus Drew's advice for marketers of tomorrow to build their tolerance to change . 00:0 0 : 00 Welcome and Introduction to R esilience 00:01:11 Defining Resilience vs. Endurance 00:03:41 Drew Povey's Perspective on Resilience 00:07:30 Resilience and Well-being 00:12:06 Drew Povey's Book: When the Clouds Come 00:15:21 The Cloud Analogy 00:20:32 " BEST LIFE " Model 00:23:01 Building Resilience Like a Muscle 00:28:03 Perspective and Leadership During Change 00:33:40 The Three P's Model for Difficult Times 00:38:10 Change as a Process, Not an Event 00:38:56 The Five H's for Dealing with Difficulty 00:47:55 The Power of Pause in Leadership 00:51:32 Summary and Final Reflections 00:52:07 Final Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Drew Povey | LinkedIn When the Clouds Come: Dealing with Difficulties, Facing Your Fears, and Overcoming Obstacles: Dealing with Difficulties, Facing Your Fears, and Overcoming Obstacles: Amazon.co.uk: Povey, Drew: 9780857089175: Books 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode # 1 5 5 . Today's focus is a personal understanding topic on the importance of marketers owning and sharing their authentic voices - especially on platforms like LinkedIn. Joining Abby is her guest Nicola Kemp, Editorial Director for Creative Brief . Starting her career as a financial journalist, Nicola has worked for titles including C ampaign, WGSN, M&M Global, Reuters, Bloomberg, The Guardian and The Observer . Today, Nicola is a passionate advocate speaking out for diversity in all its forms in the creative industries. A respected voice, Nicola won the Woman in Marketing Journalist of the year award , named as one of the 200 women redefining the creative industry by The Dots, an #EverydayAction award winner by Bloom, a Pitch 100 Superwoman, a Power Part Time winner and a Campaign Trailblazer of the future . I n this episod e , Nicola shares her d efinition of sharing your voice, overcoming internal doubts, external barriers like misogyny, and the need for diversity of thought and positive change in marketing. Plus , practical advice on building confidence, starting small, and focusing on personal strengths. Nicola also shares h er career highs and lows and advice for marketers of tomorrow . 00:0 0 : 00 Welcome and Introduction to Owning and Sharing your Voice 00:02:28 W hat it M eans to H arness the P ower of Y our V oice in Mar keting 00:03:40 The Social Responsibility of Using Your Voice 00:04:47 Barriers , Backlash and Self-Editing 00:15:31 The Importance of Community 00:18:14 How to Start Sharing Your Voice 00:20:54 Humility and Curiosity 00:29:30 Building Clari t y and Self-Understanding 00:32:42 Developing Confidence 00:35:58 The Power of Vulnerability and Authenticity 00:37:48 Nicola's Career Highs and Lows 00:42:17 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Nicola Kemp | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest thinking, technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole . Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to see how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team

Episode # 1 5 4 . We're back! Season 9 kicks off with a fundamental technical skill for marketers growing the brands and businesses of tomorrow… we're discussing marketing's role in leading the long-term commercial agenda, what you can do to build trusting and collaborative relationships with your finance department and how to build the link between marketing and commercial results. Abby's guest expert is Naomi Walkland , C hief M arketing O fficer at M otorway, which is the UK's fastest growing car marketplace . In her role, she oversees the company's brand and product marketing, growth marketing, creative communications and business marketing team. Previously, Naomi served as the VP of Bumble, where she led the international marketing team, driving new customers and revenue growth outside of the US. Naomi is an Honorary Fellow of the Marketing Society, and has been recognised by Marketing Week and Campaign Magazine as one of their top marketing leaders in the UK . I n this episod e , Naomi shares what i t means to lead the long-term commercial agenda, developing your financial literacy, building relationships with finance and modelling this with your teams , and the importance of transparency and shared responsibility with your CFO . Plus h er experience at Bumble and Motorway , career highs and lows and advice for marketers of tomorrow. 00:0 0 : 00 Welcome and Introduction to M arketing's R ole in L eading the L ong- T erm C ommercial A genda 00:04:27 Importance of Sustainable Growth 00:06:05 Building Evidence of Marketing's Impact 00:08:53 Building a Relationship with the CFO 00:10:07 Transparency and Shared Accountability with Finance 00:14:52 Taking Calculated Risks 00:17:49 Honesty and Trust in Marketing Leadership 00:19:34 Developing Courage and Humility as a Leader 00:23:10 Educating Teams on Commercial Understanding 00:24:02 Investing in your Financial Literacy and Development 00:28:24 Naomi's Career Highs and Lows 00:31:58 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Naomi Walkland | 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. Did you know The Whole Marketer is more than a podcast and book? We're your trusted partners for marketing capability and transformation, providing consultancy, training & workshops, speaking, coaching, mentoring and trusted advisory service. Visit www.thewholemarketer.com to hear how we support leaders to build marketing teams with the holistic skills to lead the long-term commercial agenda and deliver the true potential of marketing. Contact hello@thewholemarketer.com to get in touch with Abby and the team.

Episode # 1 5 3 . T his topic is a technical and human skill that all marketers should strive to develop in order to solve problems and inspire new thinking, ideas , products and experiences for your consumers and your organisation … we're talking about creating a culture of creative excellence – what it is and how to get started. Abby's guest expert is Rich Atkinson-Toal, VP of Global Brand and Marketing at Amex Global Business Travel. His marketing and communication leadership experience extends across B2C and B2B brands including Barclays and Barclaycard. Over the last 18 years, Rich has worked across all marketing and management disciplines, including media , c reative, marketing, t echnology , pr oduction , c ommunications , p lanning and activation. He is also deputy chair and non-executive director of the Data and Marketing Association and as a growth orientated, passionate and ambitious leader he believes culture and purpose are key components of brand and business success. I n this episod e , Rich shares his definition of creative excellence, the process he puts in place as a leader to make time and space for creativity, reviewing and aligning creativity, starting your creative excellence culture and how to engage your team. Plus his highs and lows and advice for marketers of tomorrow. 00:0 0 : 00 Welcome and Introduction Creative Excellence 00:04:15 Defining Creative Excellence 00:07:04 Clarity and Alignment in Creativity 00:08:06 Creativity as a Mindset Across the Organi s ation 00:10:01 Practical Steps to Shift Creative Culture 00:14:53 Creative Reviews and Consistency 00:19:13 Measuring External Creative Excellence 00:25:10 Skills and Behavio u rs for Creative Teams 00:30:35 Protecting the Creative Team Environment 00:34:12 Lessons Learned in Creative Transformation 00:38:08 Career Highs and Lows 00:42:27 Advice for Marketers of Tomorrow Host: Abigail Dixon FCIM/ICF | LinkedIn Guest: Rich Atkinson-Toal | 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