Advertise on podcast: Time For A Reset Marketing Podcast: Insights from Global Brand Marketers

In this episode of Time for a Reset, host Tiffany Wilburn speaks with Anna Bell, Senior Vice President of Marketing and CMO at Central Garden & Pet, to challenge a common marketing priority: putting marketing efficiency before brand effectiveness. Anna highlights that when marketers over-optimize for operational efficiency and short-term performance metrics, they risk weakening the brand equity, its relevance, and differentiation that are key drivers of sustainable growth. The goal isn’t to abandon efficiency; it’s to separate it from the work that requires human creativity, cultural understanding, and strategic judgment. The conversation also explores why marketers should look beyond ROAS to see whether their brands truly “matter” to consumers. Anna shares a broader view of brand health that includes retention, repeat purchase, recommendations, content engagement, influencer relationships, and organic brand mentions. She also explains how diverse brand portfolios can create low-risk environments for testing new ideas before scaling them, and why AI should be used to remove operational friction rather than replace human creativity. Anna shares how practices like “Culture Soup” and continuous learning can help teams build cultural fluency, psychological safety, and a stronger understanding of consumers. For marketers, the reset is clear: protect the work that builds lasting value, use technology to create more time for it, and never confuse efficiency with growth. Topics Covered: Separate efficiency from effectiveness to protect sustainable growthStop letting marketing efficiency erode differentiation, equity, and loyaltyMeasure brand impact beyond ROAS with meaningful equity signalsListen deeper to uncover unmet consumer needs and growth opportunitiesThe portfolio management approach: Use smaller brands to test ideas before scaling successful strategiesBuild psychological safety to strengthen cultural insight and relevanceKeep learning to stay ahead of AI, social, and technology shifts Episode Chapters: 00:00 Let’s meet Anna Bell, a seasoned consumer enterprise leader03:09 Why You Need to Hit Reset on Marketing Efficiency04:38 Why Focusing First on Efficiency Erodes Brand Relevance10:34 How to Measure "What Really Matters"13:04 Portfolio Strategy: Customise Over One-Size-Fits-All Approaches16:24 Test and Learn Across Brands to Reduce Innovation Risk18:15 AI as Time Enabler, Not Creativity Replacement22:37 Culture Soup: Transform Team Diversity Into Competitive Advantage26:04 Evolution of Leadership, From Finance Structure to Creative Partnership30:07 Continuous Learning as a Leadership Imperative32:09 Key Takeaways: Listen, Matter, and Stay Agile in Marketing Episode Highlights: • [03:09] Stop Optimizing Efficiency at the Expense of Brand Relevance Anna challenges marketers to rethink marketing efficiency as a primary KPI. Over-optimiziing operational metrics can weaken differentiation, consumer loyalty, and long-term brand equity. She explains why AI and automation should handle tactical work, freeing marketers to focus on positioning, cultural relevance, and consumer insight. The reset: protect investment in brand building while using technology to eliminate unnecessary executional friction. • [10:34] Measure Whether Your Brand Truly Matters Anna firmly believes that ROAS alone cannot tell marketers whether a brand is actually building lasting value. She recommends a broader equity dashboard covering retention, repeat purchases, recommendations, engagement, influencer relationships, and organic mentions. Together, these signals reveal whether marketing is creating genuine consumer affinity or simply driving short-term transactions. The goal is to connect marketing performance with sustainable customer value. • [14:54] Turn Your Portfolio Into an Innovation Engine Anna sees brand portfolio complexity as an advantage, not a constraint. Smaller brands can become controlled environments for testing new strategies, channels, and messaging before scaling successful ideas across larger businesses. This test-and-learn approach reduces execution risk while accelerating learning. For marketers without multiple brands, the same principle can work through smaller pilots, emerging channels, or dedicated innovation budgets. • [18:15] Use AI to Create Time, Not Replace Creativity Anna draws a clear line between marketing efficiency and creativity. AI can accelerate execution, improve production, and handle repetitive tasks, but human judgment must remain at the centre of positioning, cultural insight, and big creative ideas. The opportunity is not simply doing more with less; it’s about using the technology to give marketers more time for the strategic work that drives differentiation. • [23:12] Turn Cultural Diversity Into a Competitive Advantage Anna shares the concept of “Culture Soup,” a voluntary practice where team members share cultural perspectives, traditions, and experiences. Creating psychological safety gives marketers access to insights they cannot get from data alone. The result is stronger team connection, more culturally relevant ideas, and better consumer understanding. For leaders, the lesson is simple: build teams where different perspectives can shape better business decisions. • [30:07] Make Continuous Learning a Leadership Requirement Anna shares why staying relevant requires leaders to remain curious about emerging technology, platforms, and consumer behaviour. Leaders cannot afford to dismiss tools simply because they are unfamiliar or outside their current remit. She strongly advocates learning from younger colleagues, experimenting directly, and embracing technological humility. In a rapidly changing industry, refusing to learn quickly becomes a competitive disadvantage. Support the show

In this episode of Time for a Reset, host Fiona Davis speaks with Jennifer Warren, Global VP of Brand Marketing and Experience at Indeed, to challenge one of marketing’s most persistent divides: brand versus performance.  Now, we all know and love Indeed!  Jennifer argues that growth is not a separate marketing discipline. It is the outcome driven by brand, performance, PR, and communications working in tandem. She explains how separating these functions can create budget battles, fragment the customer journey, and ultimately limit business impact. The conversation explores how CMOs can make brand investment more accountable by applying brand science, media mix modeling, and incremental testing to connect creative activity with revenue. Jennifer shares why rigorous measurement can shift conversations with stakeholders from subjective opinions about whether creative is “good” to evidence of what it actually delivered. She also discusses how generative AI can act as a creativity amplifier by helping teams bring ambitious ideas to life while keeping human judgment, insight, and storytelling at the core of messaging.  For marketers, the episode offers a practical reset: break down functional silos, build cultures that support calculated experimentation, protect innovation budgets, and spend more time connecting marketing with product, sales, finance, and customer success. Topics Covered: Brand, performance, PR, and comms all play a role in driving business growthHow to connect brand investment to revenueMake brand marketing everyone’s responsibilityUse testing to resolve creative debatesUse AI to amplify creative ambition by combining it with human insight How to build the marketing framework for faster experimentation Episode Chapters: 00:00 Introduction to Jennifer Warren and Indeed03:25 Stop Separating Brand and Performance Marketing07:39 Build Brand Science to Connect Creative to Revenue10:03 Brand Ownership Extends Across Your Entire Organization17:24 How to Identify Breakthrough Creative Ideas19:48 Use Testing Frameworks to Overcome Stakeholder Disagreement21:58 Create a Culture for Innovation While Hitting Business Goals25:04 Hiring for Curiosity and Problem-Solving in Marketing27:25 AI as a Creativity Amplifier, Not a Job Threat29:09 Essential Skills for Senior Marketers Tomorrow31:03 Connect Cultural Impact to Measurable Business Outcomes31:42 Delegate Decision-Making to Enable Real-Time Marketing Speed34:11 Key Takeaways & Final Thoughts Episode Highlights: 03:25 The Case for One Growth System  Jennifer challenges the brand-performance divide, showing why siloed teams create budget conflicts and miss the customer journey. She explains how a unified growth framework can align marketing functions around short-term demand and long-term brand value.07:39 Making Brand Investment Measurable Jennifer explains how a CFO question about brand consideration led Indeed to build brand science. Mix modeling and incremental testing connect creative investment to revenue, replacing debates with evidence that strengthens marketing’s case.10:03 Brand Is Everyone’s Job  Brand building does not stop with marketing. Jennifer explains why product, sales, customer service, and employee behavior all shape the brand promise, and why CMOs must orchestrate those experiences across the enterprise rather than oversee campaigns.17:24 Where Breakthrough Ideas Come From  Jennifer’s creative framework starts with problem clarity, customer understanding, brand alignment, and emotional resonance. She explains why ideas need strategic discipline and the ability to make people feel something, and how testing validates intuition without replacing it.19:48 Turning Creative Debate Into Evidence  Jennifer uses testing to turn creative disagreements into evidence-led decisions. She explains how combining quantitative and qualitative research can challenge opinions, sharpen the work, and help marketing leaders build executive alignment without diluting creative ambition.31:42 Designing for Marketing Speed  Speed requires more than asking teams to move faster. Jennifer explains how clear guardrails and delegated decision-making can free marketers from approvals, allowing teams to respond to cultural moments while leaders focus on enterprise relationships.Support the show

This live recording from Cannes brings together top names from SharkNinja, CVS Media, Mars Petcare, and Def Jam to talk about the reality behind the festival buzz. Jake Finch from SharkNinja explains why every product must pass the "mom test" and how their customer service team earns a seat at the design table. Kristen DiCorleto from CVS Media Exchange discusses the movement toward experiential marketing and why transparency in data is the only way to build lasting loyalty. The conversation moves into the world of creators with Jessica Serrano from Bagel Brands, who argues that the illusion of brand control is often a barrier to genuine engagement. Edwin Padilla from Mars Petcare shares how they use AI to scan pet health and why creativity should be part of every business strategy. Finally, Dr. Charlene Thomas discusses the necessity of professional balance and why marketers must get out of the office to understand their audience. These leaders offer a unique perspective on navigating a fragmented market while staying true to the core mission of serving the customer. Themes: Winning one five-star review at a time with SharkNinjaUsing loyalty data to build omnichannel experiences at CVS Media ExchangeWhy brand control is an illusion for Bagel BrandsSolving pet health problems with image recognition at Mars PetcareWhy every product needs to pass the "mom test" at SharkNinjaTaking the store to the sidewalk with CVS Media ExchangeThe value of reverse mentorship for young talent at Bagel BrandsBuilding a culture of trust and mission-led work at Mars Petcare Episode Chapters: 00:00:32 Jake Finch on the human side of CX at SharkNinja 00:00:40 Leveraging loyalty data for customer trust at CVS Media Exchange 00:01:33 Redefining the creator relationship at Bagel Brands 00:02:38 Passing the "mom test" for product launches at SharkNinja 00:03:01 Why leaders need "reset weekends" to avoid burnout 00:03:24 The rise of experiential marketing moments at CVS Media Exchange 00:04:22 Deploying AI to scan pet health indicators at Mars Petcare 00:07:55 Using AI for conversational guest research at Bagel Brands 00:08:56 How artists act as niche marketers in a fragmented world Episode Highlights: 01:33 Why Letting Go of Brand Control is a Strategy  Jessica Serrano talks about the changing relationship between Bagel Brands and social creators. She discusses the risk of over-scripting partnerships and what happens when the audience holds the mirror. 02:22 The Product is the Only True Advertisement  Jake Finch explains why SharkNinja focuses on the physical item over flashy slogans. He shares how their customer experience team ensures every launch meets a specific family standard. 03:01 The Power of the Reset Weekend  Dr. Charlene Thomas shares why even the most successful leaders need to step away from the data. She talks about the impact of napping and space on professional productivity and creativity. 03:24 Bringing the Store to the Sidewalk  Kristen DiCorleto discusses why CVS Media Exchange is moving beyond traditional digital ads to create physical brand moments. She reveals why experiential marketing is outperforming standard retail models. 04:22 Using AI to Solve the Most Human Problems  Edwin Padilla highlights a specific digital tool from Mars Petcare that provides instant health insights for pets. He describes how image recognition technology creates a "magic" moment for owners. 05:28 Turning Negative Moments into Brand Loyalty  The "good call" concept at SharkNinja aims to remove friction for every buyer. You will hear how small gestures of delight can transform a service failure into a lifelong fan. Support the show

Recorded live at the Cannes Lions festival, this episode features a series of conversations with top marketers from Microsoft, Klarna, Zoom, Lowe’s, and HP. The guests share their perspectives on the shift toward creator-led strategies and why these individuals are becoming more like agencies than just influencers. David Sandstrom from Klarna discusses the democratization of creativity through AI, while Emilie Bridon from Microsoft highlights the power of retail media networks in driving actual sales. The discussion also covers the delicate balance between brand building and short-term performance. Whitney Magnuson from Zoom explains why human insight is still needed to make sense of AI tools, and Amanda Bailey from Lowe’s shares how loyalty programs are evolving into data-rich ecosystems. Finally, Anthony Wright from HP describes the launch of a new retail media network that puts the customer's device at the heart of the experience. Throughout the talks, a common theme emerges about the importance of bravery and curiosity in an era of rapid technological change. It offers a look at how global brands are navigating fragmentation by focusing on what truly resonates with their audiences. Topics Covered: The shift of creators into consulting and agency roles at MicrosoftUsing AI to democratise creativity and coding within KlarnaBalancing high brand awareness with new platform associations at ZoomTurning loyalty programs into relationship-focused data assets at Lowe’sLaunching device-centric retail media networks at HPThe importance of human-in-the-loop for AI content at ZoomWhy confidence in strategy is better than following trends at KlarnaBuilding trust and privacy through on-device AI computing at HP Episode Chapters: 00:00:20 David Sandstrom on the democratisation of creativity at Klarna  00:01:16 Amanda Bailey on building loyalty relationships at Lowe’s  00:01:42 Opportunities for evolution in the retail space  00:03:00 The rise of clipping and long-form social content  00:03:29 The next eighteen months of agentic AI at HP  00:03:50 Why creators are moving to the centre of brand partnerships  00:05:17 How Lowe’s uses AI to support customers and associates  00:05:59 The value of human creativity in an AI world  00:07:55 David's view on the future of entry-level roles 00:08:31 Handling fragmentation in the modern customer journey  00:10:23 Staying curious by being a beginner again 00:11:40 A lesson in the power of personal connections at Cannes 00:14:13 Advice for new entrants to the marketing world Episode Highlights: 02:07 Unlocking Hidden Technical Skills with AI  David Sandstrom discusses how artificial intelligence is allowing non-technical marketers at Klarna to build their own digital tools and workflows. He shares why this shift is unlocking a new type of creativity that was previously limited to specialized teams. 03:09 Redefining Loyalty Beyond the Transaction  Amanda Bailey discusses why the traditional model of rewards and points is no longer enough to sustain a relationship with the modern Lowe’s customer. She shares the specific mindset shift required to deliver value that persists long after a shopper has left the store. 03:50 The Evolution of the Creator Economy  Emilie Bridon discusses why the role of creators is shifting significantly this year. She suggests that these individuals are becoming much more than social media posters for brands like Microsoft. 05:12 The Danger of Insecurity at Industry Events  David Sandstrom explains why following every new trend can be a mistake for a brand like Klarna. He shares why having the bravery to stick to a clear strategy is the most important trait for a leader. 09:36 The Move Toward Edge Computing and Privacy  Anthony Wright talks about why the current reliance on massive data centers is unsustainable for the future of AI at HP. He describes a new technical approach that creates a protected environment for a consumer's most sensitive information. 10:23 Why You Should Try Something You are Bad At  Whitney Magnuson talks about her personal journey with a new hobby at Zoom. She believes that returning to a beginner mindset is essential for keeping your creativity alive in a changing market. Support the show Support the show

In this episode of Time for a Reset: Insights from Global Brand Marketers, host Tiffany Wilburn sits down with Mickey Nelson, Director of Brand Strategy and Insights at Land O’Lakes, to discuss the urgent need for a reset in how marketing portrays rural America.  Mickey shares his perspective on why the industry has historically relied on romanticised or overly simplified tropes, often ignoring the modern innovation and diversity within these communities. He highlights how Land O’Lakes is addressing this through the Modern Rural Collective, an initiative aimed at convening storytellers and brands to reshape the cultural narrative using deep insights.  The conversation delves into a groundbreaking partnership with Getty Images to close the gap in rural representation and the challenges of AI generated imagery that currently defaults to outdated caricatures. Mickey explains why rural is as much a mindset as it is a place and how authentic storytelling can build stronger connections across cultural divides. For marketers looking to move beyond one dimensional personas, this discussion offers a practical look at using real voices and data to drive meaningful impact while staying true to an organisation's core values. Topics Covered: The common misconceptions and outdated tropes used to portray rural lifeWhy rural America should be viewed as a mindset rather than just a locationHow the Modern Rural Collective at Land O’Lakes works to change cultural narrativesThe risks brands face when they flatten diverse audiences into simple personasAddressing the bias in AI and data tools regarding rural imageryThe partnership between Land O’Lakes and Getty Images to modernise visual librariesBuilding a collective of brands to solve large scale cultural problemsThe importance of metacognition and emotional awareness in leadership Episode Chapters: 00:00:25 Introduction to Mickey Nelson and Land O'Lakes  00:01:42 The reset: Portraying rural America with accuracy 00:04:10 Moving beyond the "red barn" and other outdated tropes  00:08:33 The danger of flattening consumer personas 00:11:37 The mission of the Modern Rural Collective  00:13:24 Reframing the narrative through brand strategy  00:19:32 Checking AI for rural bias and stereotypes  00:22:12 Balancing authenticity with marketing at scale  00:28:11 The Getty Images partnership and re-picturing rural work  00:34:23 Being a convener brand to drive social impact  00:37:41 Skills for the next generation of culture shapers  00:40:21 Personal growth through metacognition Episode Highlights: 00:03:21 The Myth of the Rural Monolith  Mickey breaks down the common misconceptions that lead brands to flatten rural audiences. He discusses the specific visual shorthand that often dominates media and why it fails to capture the modern reality. 00:11:37 Convening for Cultural Change  Creating a collective of brands and storytellers can change a narrative more effectively than one brand alone. This segment explains the strategy behind a recent initiative to position rural areas as hubs of talent. 00:19:32 AI and the Bias Loop  Artificial intelligence often relies on data that reinforces existing stereotypes about farming and rural life. Mickey describes a simple experiment that highlights why marketers must work harder to feed the machine more diverse content. 00:28:11 Visual Gaps in Representation  A first of its kind research project revealed startling statistics about how rural people are depicted in global image libraries. This part of the chat focuses on the specific groups that are almost entirely absent from the visual record. 00:40:21 Leadership and Metacognition  Staying effective in a fast paced industry requires a level of self awareness that goes beyond technical skills. Mickey shares the personal practice he uses to ensure his reactions are intentional rather than impulsive. Support the show

In this episode, Tiffany Wilburn is joined by Joanie Kwok from Flora Food Group to explore the intersection of data, creativity, and product innovation. Joanie shares her perspective on why the marketing industry needs a reset on how it views the relationship between brand strategy and product development. She argues that true brand building starts with the product itself and requires a deep understanding of human tension that numbers cannot always capture. Joanie discusses her practical approach to consumer research, including the value of the kitchen test to find the small delights and frictions that data reports often miss. They look at how AI can assist in concept testing while acknowledging the difficulty of predicting future cultural shifts. Joanie also explains how challenger brands use organic cultural moments to compete with the massive media budgets of larger companies. It is an insightful look at how marketers can cultivate curiosity and commercial awareness to build brands with staying power. Topics Covered: The importance of closing the gap between product innovation and media strategyWhy the product should be treated as the brand in a commoditized marketUsing upstream data to inform long-term innovation pipelinesThe role of AI in concept testing and its limitations in predictive analysisThe "Kitchen Test" as a method for discovering consumer workarounds and friction pointsHow challenger brands create their own cultural moments to bypass traditional media metricsBalancing behavioral data with direct human observationThe necessary attributes for senior marketers in an AI-driven landscape Episode Chapters: 00:00:02 Introduction to Joanie Kwok and Flora Food Group 00:01:58 Resetting the divide between brand and product teams 00:03:32 How data surfaces behavior without explaining the why 00:05:42 Using AI to speed up concept testing in innovation 00:09:40 Why human interaction remains the core of creativity 00:15:35 Spending time with consumers through the kitchen test 00:23:59 The evolution of data usage from media to innovation 00:25:44 Why challenger brands create their own cultural moments 00:33:11 Identifying opportunities in a product innovation pipeline 00:39:53 The difficulty of sustaining innovation versus disruption 00:44:55 Building cultural fluency and commercial levers as a marketer 00:48:42 Personal growth through curiosity and new experiences Episode Highlights: 01:58 Resetting the Relationship Between Product and Brand  Joanie describes her experience moving from media strategy into brand building at Flora Food Group. She shares why she believes focusing on the product at the start of the ecosystem makes the final campaign much more effective. 15:35 The Value of Real-World Observation  Spending time in a consumer's home can reveal more than any data set. Joanie explains why observing how people actually use products in their daily lives leads to better innovation outcomes. 25:44 How Challenger Brands Compete  Large media budgets are not the only way to win in a crowded market. This segment looks at how smaller companies create their own cultural moments to build deep connections with their audience. 44:55 The Courage to Question the Data  Marketers often feel pressured to follow what the research says even when it feels wrong. Joanie discusses why having the bravery to champion ideas that score poorly can sometimes lead to the biggest breakthroughs. Support the show

Travel choice has never been greater, so clarity has never been more important. In this episode of Time for a Reset, Natalie Wills, Senior Vice President of Integrated Marketing and Creative, explains how Expedia Group’s refreshed brand platforms are sharpening the distinct roles and identities of Expedia, Hotels.com and Vrbo. Built on deep consumer insight, the new platforms bring greater simplicity and confidence to the travel experience, delivering clearer value for travellers at every stage of the journey. Natalie also shares how the launch of Hotels.com Rewards in the UK signals a renewed commitment to transparent, traveller‑first loyalty, at a time when reward schemes across the industry have become increasingly complicated. When travel feels complex, clarity becomes the brand advantage. Topics Covered: Why creativity should be treated as a growth engine, not a campaign outputThe structural reasons behind the divide between brand and performance marketingHow Expedia Group aligns product, marketing, and creative teamsBuilding distinct brand platforms for Expedia, Hotels.com, and VrboSimplifying loyalty programs to improve customer experienceUsing AI to scale creative production while maintaining originalityBalancing creative ambition with commercial accountabilityThe evolving role of marketers in an AI-enabled world Episode Chapters: 00:00:02 Introduction to the podcast and Natalie Wills 00:01:24 Natalie’s reset on creativity and brand in an AI world 00:02:29 Why brand and performance are still separated 00:04:08 How Expedia Group brings brand and performance together 00:06:26 Rebuilding brand platforms across Expedia, Hotels.com, and Vrbo 00:11:40 Simplifying loyalty programs for customers 00:13:05 Driving alignment across large, matrixed teams 00:15:26 Balancing creativity with commercial accountability 00:16:53 The role of AI in creative development 00:18:53 How creative roles will evolve over the next few years 00:20:52 What Natalie looks for in modern marketing talent 00:22:57 Personal growth and consistency in leadership If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts  Support the show

In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Fiona Davis speaks with Raja Rajamannar, Senior Fellow and former CMO of Mastercard and one of the most influential voices in modern marketing, about the urgent need to reset the marketing function. Raja argues that marketing has not just lost influence, it has lost credibility. He traces this back to a fundamental disconnect between marketing and business outcomes, where marketers failed to understand financial drivers, revenue models, and the language of the C-suite. As a result, CEOs have lost trust, new roles like Chief Growth Officer have emerged, and marketing has been pushed out of strategic decision-making. Drawing on his experience leading Mastercard’s transformation into one of the world’s fastest-growing brands, Raja introduces the idea of “Quantum Marketing”, a reimagining of the entire marketing value chain, from insights to customer engagement. He shares how shifting from traditional advertising to immersive, multisensory experiences helped reposition marketing as a growth engine rather than a cost centre. From redefining the capabilities of modern marketers to rethinking how marketing is taught in business schools, this episode offers a candid and forward-looking perspective for leaders navigating a rapidly changing landscape. Raja Rajamannar spent over a decade at Mastercard, transforming the brand into one of the fastest-growing and most valuable in the world. He is currently a Senior Fellow and former CMO at Mastercard and an Executive Fellow at both Harvard Business School and Yale School of Management, where he is focused on reimagining the future of marketing. With a career spanning leadership roles across companies like Unilever, Citibank, and Mastercard, Raja is widely recognised for pioneering the concept of “Quantum Marketing” and for bringing a deeply commercial, data-driven, and innovation-led approach to modern marketing. Topics Covered: Why marketing has lost credibility and influence in the C-suiteThe disconnect between marketing activity and business outcomesThe rise of performance marketing and its limitationsWhy marketers must become general managers, not specialistsThe concept of “Quantum Marketing” and resetting the value chainHow Mastercard transformed marketing into a growth driverThe shift from advertising to experiential and multisensory marketingWhy AI and technology level the playing field for companiesCreativity and human connection as the next competitive advantageThe future role of marketing as a cross-functional, strategic driverThe evolving skillset required for modern marketing leaders Episode Chapters: 00:00 Intro and meet Raja Rajamannar02:08 Resetting the Entire Marketing Function06:13 Why Marketing Has Lost Its Influence10:41 Capabilities of a Strategic Marketer17:59 AI, Technology, and the Future of Differentiation20:28 Transforming Marketing at Mastercard27:09 A Defining Career Moment in Sales31:16 The Future of Marketing as a Function33:40 Skills for the Marketer of Tomorrow36:07 Staying Relevant in a Changing Industry If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts,  Support the show

In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Nick King speaks with Pardeep Duggal, Global Marketing Director at Bupa Global, about why marketing must sit at the heart of business transformation, not on its sidelines. Drawing on decades of cross-industry experience, Pardeep shares practical frameworks for earning boardroom credibility, building high-performing teams, and embedding marketing into the core business strategy. From leading with data before creativity to adopting AI through real-world use cases, she outlines how modern marketing leaders can balance rigour with bold thinking. It’s a candid, opportunity-focused conversation for CMOs ready to shape strategy, not simply defend spend. Topics Covered:  How to reframe marketing's role from communications-only to business transformation by positioning marketing as integral to customer strategy, digital ubiquity, and business outcomes, not as a separate function. The three non-negotiable qualities that define high-performing marketing leaders. Intellectual capability to understand business dynamics, relentless work ethic, and learning agility trump tenure or pedigree.  The "Swoosh" methodology for delivering marketing transformation. Start by fixing operational basics and earning credibility, then paint a three-year vision of progressive change.Why credibility precedes creativity in the boardroom. Lead with a data-driven understanding of business models, revenue drivers, and digital impact before deploying your creative superpower. Numbers open doors; creativity changes minds.The winning team composition is a mix of industry veterans with fresh talent from other sectors. Pair people who understand organizational unwritten rules with outsiders who bring new perspectives. How to connect with the C-suite through emotional immersion, not just dashboards. Use theatrical, real-world experiences, hotel room customer simulations, unfiltered customer sessions, and live store visits to make customer insights visceral and memorable for executives.Pardeep Duggal is the Global Marketing and Digital Director at Bupa Global. She brings three decades of experience transforming customer experiences across heavily regulated industries, including banking, energy, insurance, and healthcare. Known for embedding marketing into enterprise-wide business transformation strategies, she has built high-performing teams at leading organizations, including E.ON, CVS, Santander, and Barclaycard.  If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Fiona Davis sits down with Andrew Smith, Senior Director of Brand at Vinted, to unpack why radical honesty and not polished purpose statements are the real engine of modern brand growth. Andrew shares lessons from leading marketing at Booking.com, VanMoof, and now Europe’s fastest-growing secondhand marketplace, revealing how functional truth creates authentic distinction, sharper creative work, and deeper trust. From navigating AI-generated content to scaling globally without compromising authenticity, this conversation provides practical, grounded frameworks to help marketers build brands that resonate with consumers and hence endure. Topics Covered:  How to identify your brand's functional truth before building a creative narrativeWhy utility-driven positioning is not unsexy; it's the most powerful competitive moatThe performance paradox: How constraints and mandatory brand elements actually unlock creative freedomHow to balance AI-driven efficiency with long-term brand distinctivenessWhy transparency and proof-of-impact matter more than purpose promises How to maintain authenticity and cultural relevance while scaling globallyThe leadership skill senior marketers must develop next Andrew Smith is Senior Director of Brand at Vinted, Europe's leading secondhand marketplace platform, where he leads a talented team overseeing brand positioning, messaging strategy, product marketing, creative production, and campaign operations. With over 20 years of experience spanning creative agencies, consulting, global tech companies (including Booking.com), and scaling ventures (including VanMoof), Smith has built deep expertise in bridging creativity, data, and technology to drive measurable brand and business impact. If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

In this special Best of 2025 episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, we revisit the most defining marketing conversations of 2025 from eight global marketing leaders across CPG, retail, media, and technology. The episode explores what it truly means to reset marketing for sustainable growth. From rebalancing data with storytelling and fixing broken brand safety systems to evolving legacy brands, rethinking retail media, and refocusing digital advertising on real people. While each insight challenges conventional wisdom, this is where marketing leaders across industries need to be today. Together, these perspectives capture the ideas that shaped the year and point toward a more human, impactful future for marketing. Meet the guests: Lucas Mack: Senior Director of Brand Marketing & Communications, Kubota North AmericaNorm Johnston: SVP, Global Head of Advertising Strategy, News CorpVictoria Lozano: Chief Marketing Officer, CrayolaMo Kingston: Global Marketing Strategies Lead, NestléPaul Stafford: Former Head of Retail Media, Superdrug (now Head of Very Media Group) Mario Mijares: VP Marketing, Loyalty & Monetization Platforms, 7-ElevenAriela Nerubay Turndorf:  Chief Marketing Officer, Grupo JumexPaul Wright: Head of EMEA, Uber AdvertisingIf you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Nick King speaks with Victoria Lozano, CMO of Crayola, about what it truly takes for legacy brands to stay culturally relevant. Victoria reveals how Crayola balances deep brand purpose with constant product innovation, thereby building an ecosystem that extends far beyond traditional marketing. She shares strategies for turning purpose into unified campaigns, expanding into experiential and digital spaces, leveraging brand heritage as a competitive edge, and using AI to empower creativity responsibly. Her insights equip senior marketers with a practical framework for long-term brand impact. Topics Covered:  Why the "Brand vs. Product" debate is obsolete, and why the most effective marketing strategy isn't choosing between brand elevation and product innovation; it's executing both simultaneously.  How to translate brand purpose into a unifying campaign architecture: Crayola's "Campaign for Creativity" demonstrates how to align messaging across all touchpoints, from product launches to location-based entertainment. The framework for extending brand reach beyond traditional product categories: Moving beyond core offerings into experiential spaces (location-based entertainment), digital platforms (interactive apps), and cultural partnerships (limited-edition collaborations). How to leverage brand heritage and archives as competitive moats: Using a 40-year archive of children's artwork to reunite adult creators with their childhood creations isn't just nostalgia marketing; it's a defensible and authentic brand asset. The strategic approach to AI in consumer-facing applications: Position AI as an enabler of creativity rather than a replacement for human creation, especially for younger audiences.Why awareness of blind spots is the most critical leadership skill: The biggest marketing failures often stem not from details you sweated over, but from underlying assumptions you took for granted. Victoria Lozano is Chief Marketing Officer at Crayola, overseeing all aspects of marketing and consumer engagement for one of the world's most iconic and culturally resonant brands. With a distinguished career spanning Fortune 500 companies, including Cadbury North America (where she led the $1.2B gum and mints portfolio), Miller Brewing Company, Warner Lambert, and Pfizer, she brings deep expertise in brand strategy, product innovation, and omnichannel marketing. If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Tiffany Wilburn welcomes Lucas Mack, Head of Global Brand Strategy at Kubota N.A. Lucas shares how authentic storytelling and brand purpose can transform business outcomes. Drawing from his experience with Fortune 100 brands like Microsoft and Netflix, he reveals how storytelling builds trust, drives engagement, and fuels sustainable growth. He unpacks why purpose must precede profit, how emotion drives decision-making, and how AI can amplify human creativity. This episode is a masterclass for leaders seeking to connect more deeply with both their people and their audiences. Topics Covered:  How to leverage the five fundamental questions of storytelling (Who, What, When, Where, Why) to build authentic brand narrativesWhy emotional connection precedes logical decision-making in all purchasing decisions, regardless of culture or industryThe crucial distinction between "brand" (internal truth) and "branding" (creative execution) in building lasting customer trustHow to authentically embed purpose into company culture Why generational shifts are driving a return to purpose-driven leadership and marketingThe "I Was Caught" framework for building employee engagement and retentionHow to balance data-driven decision-making with creative storytelling to drive growthWhy AI should be viewed as an amplifier of human creativity rather than a replacement Lucas Mack is the Head of Global Brand Strategy at Kubota North America, where he leads with a mission to unite authenticity, purpose, and storytelling. With over 18 years of experience, including founding a multimillion-dollar creative agency and consulting for Fortune 100 clients like Microsoft, T-Mobile, and Netflix, he helps brands align culture with vision. A TEDx speaker, author, and host of The Lucas Mack Show, he combines brand strategy with leadership transformation to drive trust and lasting impact. If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

New episode of Time for a Reset, brought to you by Overline. "Keep your knowledge curve ahead of your action curve - it's a real discipline, and it's not easy because there's so much happening. Don't read about OpenAI - go use it. Don't read about TikTok - get on TikTok, which is bewildering, and obviously, the algorithm sucks you in.” Norm Johnston, SVP and Global Head of Advertising at News Corp. On this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, Fiona Davis welcomes Norm Johnston, SVP and Global Head of Advertising Strategy at News Corp, for a candid conversation about why it’s time to reset how we think about brand safety, AI, and premium content in marketing. Norm draws on his extensive experience across agencies, publishing, and strategy to show how leading brands are navigating the challenges of blocked news content, AI-driven validation, and evolving publisher-advertiser partnerships. This episode is packed with bold ideas and practical strategies for CMOs and marketing leaders seeking to engage audiences in premium, brand-safe environments. 🎧 In this episode, you'll learn: Why 54% of blocked news content is actually brand-safe and how AI can unlock itHow AI is reshaping publisher-advertiser relationships and driving new business modelsThe business case for advertising in premium news environments to reach high-value audiencesHow publishers innovate with shoppable content and retail media without compromising editorial integrityWhy quality journalism remains critical for both democracy and marketing effectivenessHow marketers can combine AI automation with high-touch creative experiencesThis one’s for marketers ready to pivot from basic digital advertising to human-centric, brand-safe, and future-ready strategies. Norm Johnston is a digital marketing pioneer and a thought leader in the global marketing space. He began his career in 1995 at Modem Media, the agency behind the first banner ad. He led Modem’s international expansion in London, then held global leadership roles at Mindshare, including Chief Digital and Strategy Officer. Norm later served as Global CEO of Unruly, now a Nexxen company, and is currently SVP, Head of Global Advertising Strategy at News Corp. A published author and industry thought leader, he lives in London with his family. Support the show

🎙️ New episode of Time for a Reset;  brought to you by Overline. “We've built a whole advertising digital ecosystem based on targeting devices rather than people, and I think we've got to get a reset back to people because advertising needs to engage with people in the right way.” - Paul Wright, Director and Head of EMEA at Uber Advertising TFAR has had a little break this summer, but we’re now back and delighted to bring you this episode with Paul Wright, Director and Head of EMEA at Uber Advertising, for a candid conversation about why it's time to reset the way we think about marketing, from tracking devices to truly understanding people. Paul draws on his experience at AOL, Sky, Apple, OMD, and now Uber to demonstrate how leading brands are shifting their focus from data overload to contextual relevance, cultural connection, and genuine human attention. This episode is packed with bold ideas and practical strategies for CMOs and rising marketing leaders ready to cut through the noise and re-center marketing around people, not platforms. 🎧 In this episode, you'll learn: Why the future of advertising is people-first, not device-firstHow Uber measures genuine consumer attention, and hits 6.6 seconds of itWhat makes cultural context more powerful than raw targeting dataHow to balance personalization with privacy and trustWhy fraud-free, native environments deliver stronger ROIWhat it means to create journey-based, brand-safe advertisingHow retail media can elevate brand engagement beyond the basicsAnd why the fundamentals of marketing matter more than ever in an automated worldThis one’s for marketers ready to pivot from solely a device-centric to a more human-centric approach to marketing.  Paul Wright is the Director and Head of EMEA at Uber Advertising, where he leads the company’s rapidly growing billion-dollar ad business. With a career spanning global giants like AOL, Sky, Apple, and OMD, Paul has been at the forefront of driving the digital agenda. A former entrepreneur and executive leader, Paul is a passionate advocate for the power of digital advertising to connect brands with consumers. He is also a firm believer in diversity and inclusion in the workplace.  Support the show