In this episode, Paul chats with Jasper Martins, CMO of Pension Bee, which recently announced its IPO with an estimated valuation of £350m. Jasper chooses to hit reset on how VC’s and other investors approach marketing. Jasper talks eloquently about the VC obsession with quick, short term results and how to gain buy-in for investing in brand as well as performance marketing. Jasper brings a really interesting perspective given he started life as a digital marketer involved with website build and SEO and now spends 2/3rds of his budget on brand for what is still an early stage company. Jasper shares some of his secret sauce including only hiring marketers that know HTML and applying a performance mindset to all media channels including TV and OOH. The way Jasper talks about building brand personality and the value that investing in brand delivers in terms of net new customers and the lifetime value of those customers is a compelling one.

Episode 26 – Adopting a Performance Mindset for All Marketing

In this episode, Paul chats to Jada Balster, Head of International Marketing for Workfront, an Adobe company. Jada shares the shocking statistic that marketers only get to spend 19% of their time on real marketing because of what she calls “busy work.” This and the fact that 62% of employees in marketing teams feel unappreciated has led Jada to hot house strategic goals that cascade to her team and setting her team stretch “visible” projects to engage them. Jada also shares how covid has led to her and many marketers focusing more on their own development and digital up-skilling. Jada tells us that her team at Adobe felt empowered to break free of tried and tested strategies and lean more heavily in to digital experimentation. She also refreshingly highlights the importance of marketing teams putting as much effort in to retention and adoption as they do acquisition.

TFAR - Episode 27 - Why Marketers spend just ONE day a week doing marketing

In this episode, Paul chats to Cheryl Calverley, who last year was promoted from CMO at EveSleep to CEO (whilst retaining the CMO position). Cheryl has a strong background in business transformation having spent more than 15 years in marketing roles in companies like Unilever and AA and shares how her board level roles at the AA and EveSleep meant she was well versed in commercial, preparing her well for the elevation to CEO. Cheryl articulates beautifully how no business is entirely driven by one factor but are instead complex ecosystems, and why it is key to look at the whole mix and the intricacies of the market and the consumer and how they interact. Cheryl candidly shares how EveSleep came to a cross roads with more competition which led to marketing spend being paused and a questioning of everything from product to price and customer experience . She also tells listeners how competition is healthy in order to grow a new category and why it is better to be second in market. Lastly, the CEO of EveSleep shares why data is a huge differentiator in identifying where to be more effective, not just efficient. Lastly, as she looks forward, Cheryl tell us how experiential ecommerce and content marketing will increasingly come in to play as Eve Sleep looks to broaden in to a wellness brand.

TFAR - Episode 28 - What happens when you’re not only the CMO but the CEO and you break marketing?

A year on from TFAR Episode 5 about the ISBA Programmatic Report we decided to regroup and discuss what has changed in the programmatic landscape, since this ground breaking report. Paul chairs a panel of industry experts including  Steve Chester Director of Media at  ISBA , Oliver Whitten Chief Operating Officer at AdForm, Allison Thorburn Digital Accelerator lead from BT. They highlight how auditing has improved, what’s new in terms of supply chain optimisation, the evolution in to new channels and of course the identity dilemma.  This fascinating discussion hones in on how the industry needs to grow up to align with advertiser expectation and how the industry can avoid a scenario where consumer tracking is even more invasive than with 3rd party cookies. Last but not least, Paul asks his guests to share one key area that brands can focus on to prepare for a bright but more complex and fragmented future. It’s an insight packed episode!

TFAR - Episode 29 - A Year on From the ISBA Programmatic Report

The Time for a Reset Podcast talks to inspirational business and marketing leaders to understand how they’re driving this change in their own companies. This fortnightly podcast will bring you interviews packed with valuable insight with CMO's, Founders and CEO's of brands from across all industries. Each podcast is no longer than 25 minutes to keep conversations focused and insightful.

Time For A Reset