In this episode of Beyond Marketing, The Podcast, our host Maira Genovese, Founder and CEO of MG Empower, welcomes Tati Lindenberg, newly appointed CMO of Home Care at Unilever, and one of the most powerful voices in purpose-driven brand leadership today.
Tati reflects on her incredible journey from a small town in Tocantins, Brazil, to steering global narratives that reshape culture through marketing. We dive deep into her transformative work on Dirt Is Good, including the multi-award-winning “Every Stain Should Be Part of the Game” campaign, while also exploring the mindset, resilience, and cultural intelligence that define her leadership across Unilever’s broader Home Care portfolio.
From embracing the paradox between profit and purpose to raising the bar on what everyday products can stand for, this is a masterclass in marketing that moves people and society forward.
From rejection emails to standing on the Forbes 30 Under 30 stage, Bita Jedo’s journey is anything but typical. In this episode, she opens up with our host, Maira Genovese about growing up outside of privilege, breaking into the industry without connections, and the resilience it took to rise through the ranks of global agencies and tech platforms.
Now a creator in her own right, Bita shares what it means to build a career on your own terms, why imposter syndrome still shows up, and how personal brand can be a superpower, not a liability. This is an unfiltered conversation about grit, identity, and the power of not giving up.
Can circular fashion beat fast fashion? In this episode, we sit down with Steve Dool, Senior Director, Brand & Creative at Depop, to explore how the platform is reshaping the way we shop, sell, and think about fashion.
But before we dive into Depop’s bold mission, we rewind to Steve’s own journey, from writing for GQ and The New York Times to navigating career pivots that led him to the forefront of fashion and tech. He shares the values and personal moments that shaped his leadership style and creative lens.
Together, we unpack the rise of secondhand fashion as a cultural force, the fall of traditional PR and Media gatekeeping, and how Gen Z and creators are rewriting the rules of influence.
Whether you’re a marketer, founder, or fashion lover, this conversation is filled with insights on building brands with meaning, and why the future of fashion is circular.
From magazine covers to coffee counters, Stacey Britt Fitzgerald’s journey is a masterclass in reinvention. Now the Brand Director at #GRIND, one of the UK’s most culturally relevant coffee brands, Stacey reflects on her evolution from editorial beginnings at Glamour and Condé Nast to leading bold, community-driven marketing at the intersection of culture and lifestyle. In this episode, she shares how learning to pitch shaped her voice, what it takes to build brand #partnerships that actually move the needle, and why staying authentic, especially when taking big risks, is the real key to creative leadership. Whether you’re a marketer, brand builder, or just love a good underdog story, this one’s for you.
What does it take to lead marketing at a global scale, and stay humble in the process?
In this episode, Javier Meza, President & CMO of Coca-Cola Europe, joins Beyond Marketing, The Podcast, to unpack his journey from Ecuador to World, his passion for learning and mentorship, and how he’s helping Coca-Cola shift toward an experience-first marketing model. With stories on leadership, culture, AI, creativity, and what it really means to be effective—this is a masterclass in modern brand-building from a CMO who never stopped pushing boundaries
What does it take to build a digital empire that reaches over 15 million people a month? In this episode, George Bacon, founder of GBM Media, takes us behind the scenes of the viral UK meme pages like Great British Memes and That Girl Page. With zero reliance on personal branding or even a face showing up on the content, George reveals how culture, humour, and emotional storytelling fuel community-driven engagement.
In this episode, we explore his journey from early X (aka Twitter) days to launching a media agency, navigating platform shifts, mastering branded content, and his take on the role of AI in the future of social.
If you’re curious about what makes content go viral, this episode is for you.
This episode of Beyond Marketing is sponsored by Magic Mind, the world's first mental performance shot.
Access https://magicmind.com/mgempower and use the promo code MGEMPOWER20 to get up to 48% off your first subscription for the next 10 days.
#MagicMind #MentalPerformance #SelfGrowth
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In this episode of Beyond Marketing, The Podcast, Sabina Ellahi, Head of PR and Communications at Sephora UK, shares the strategy behind the beauty retailer's highly anticipated UK launch and landing.
Discover how cultural nuance, storytelling, and digital transformation are reshaping beauty PR. We also dive into the rise of celebrity brands, Sephora’s unique relationship with its brand partners, and Sabina’s take on the future of beauty and PR, sharing insights for marketers navigating a multi-market world.
This episode of Beyond Marketing is sponsored by Magic Mind, the world's first mental performance shot.
Access https://magicmind.com/mgempower and use the promo code MGEMPOWER20 to get up to 48% off your first subscription for the next 10 days.
#MagicMind #MentalPerformance #SelfGrowth
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In this episode of Beyond Marketing, we sit down with Aline Machado-Lieke, Head of Marketing EMEA North at On, to dive into her journey from navigating the challenges of entering new markets as an immigrant to redefining leadership in volatile, fast-paced environments.
Aline shares the behind-the-scenes of an inspiring trajectory of breaking barriers and driving innovation. In this conversation, you'll hear how she turned cultural nuances into opportunities, leveraged a test-and-learn mindset to transform setbacks into stepping stones, and reimagined sports marketing by blending lifestyle, purpose, and experience.
Whether you're seeking insights on building a standout career or mastering the art of sports marketing in a dynamic landscape, Aline's stories and strategies will empower you to focus on the unique value you bring, without trying to fit in.
Join us as we sit down with Emily Trenouth, Head of Influencer Relations at #Amazon and trailblazer in the creator economy.
Discover how she fast-tracked a traditional career path, diving headfirst from finance into influencer marketing. Emily shares her insights on building global strategies, harnessing data-driven campaigns, and navigating AI’s growing role.
She also reveals her approach to personal branding and why trust, authenticity, and creativity are essential. Whether you're a marketer seeking expert advice or an aspiring influencer, Emily’s experiences and lessons will inspire and inform your path to success.
In this episode of the Beyond Marketing Podcast, Gary Raucher - Executive VP for Product, Marketing, and Merchandising at ASICS - takes us on a journey through the brand’s rich history and reveals how the foundational purpose continues to drive its modern marketing strategies.
Learn how ASICS differentiates itself in a competitive market by focusing on authentic storytelling and inclusivity rather than a "winning at all costs" mentality - with insights from impactful campaigns like "New Personal Best". We dive into how ASICS leverages consumer behaviour insights and community engagement to create meaningful connections with its audience, as Gary discusses the importance of balancing the brand's heritage with innovative marketing tactics to stay relevant in today's fast-paced world.
Tune in to explore how ASICS's commitment to its roots fuels innovation and sets the brand apart in the global marketplace.
In this episode of Beyond Marketing, we sit down with Emily McDonnell, Head of Creator Partnerships UK & Northern Europe at Snapchat, to uncover why Snapchat is considered the happiest place online.
Emily delves into the platform's explosive growth - 432 million daily active users - and how it fosters authenticity and genuine connections in a digital age often dominated by overproduced content. We debunk the myth that Snapchat is just for teenagers and delve into how it is an "and", not an "or" platform. Tune in to hear her insights on the future of the creator industry and how Snapchat is leading the way in making social media a happier, more genuine place.
In this episode of Beyond Marketing, @AlejandraTravels shares her journey of resilience and self-discovery as a travel content creator and digital nomad.
We dive into the power of resilience as Alejandra reflects on how she found the inner strength to leave behind her career, relationship, and old life to pursue her PhD in digital nomadism and chase her evolving dreams. She opens up about what resilience truly means - facing challenges with unwavering determination and never giving up, even when the world seems to fall apart.
Alejandra discusses how her purpose has evolved, embracing uncertainty and redefining success on her own terms. She also sheds light on the reality behind her nomadic lifestyle and content creator journey, focusing on authenticity and building a genuine community.
Tune in for an inspiring conversation about dreaming big, breaking boundaries, and finding gratitude in both challenges and triumphs.
In this episode of Beyond Marketing, we uncover how to navigate Reddit with its Lead Strategist Alexandra Comito. Tune in to learn how brands can navigate the nuances of the platform, connect with its diverse communities, and leverage its unique culture for authentic engagement. Alexandra offers insider strategies, revealing why “Reddit is unparalleled for engagement” and how brands can thrive by embracing transparency and listening to organic conversations.
From building communities to activating successful campaigns, this episode is packed with actionable insights that will change your perspective on Reddit. Don’t miss out on these valuable tips to elevate your brand’s presence.
In this captivating episode of Beyond Marketing, we dive deep into the beauty world with Vic Ceridono, a trailblazer player who redefined beauty to be simple. Here, Vic shares her incredible journey - from her early days as a beauty blogger and journalist in Brazil to becoming one of the most renowned beauty influencers and the founder of Vic Beauté brand.
Discover the challenges she faced transitioning from traditional journalism to the ever-evolving landscape of social media, and how she mastered the art of content creation across various platforms. Besides opening up about the struggles and triumphs of launching her own beauty brand, Vic Beauté - grounded in simplicity and authenticity - she passionately discusses the empowering role of makeup in women's lives and how she believes it can boost confidence and self-expression.
In this episode of Beyond Marketing, Maira Genovese, Founder and CEO of MG Empower, sits down with Oliver Yonchev, CEO and Co-founder of Flight Story, to explore the transformative power of generative AI in the creative and marketing industries.
They delve into the importance of embracing failure as a pathway to innovation, the evolving role of AI in augmenting creativity, and strategies for leaders to foster a culture of experimentation. Yonchev shares his bold predictions for the future of creative teams, emphasizing that “the skills that [they] possess will be redundant in three years,” and offers practical insights on how businesses can adapt to rapid technological advancements.
Join us for a thought-provoking discussion on leadership, innovation, and the future of marketing.
Tune in as we explore what truly means to redefine success in today's business world. We discuss how traditional gender roles in leadership are being shaken up, and dive into why physical workspaces are still so important for sparking innovation and building connections. This conversation offers a fresh perspective on what it means to run a successful business today.Join our host, Maira Genovese, Founder and CEO of MG Empower, as she chats with the inspiring Gabriela Hersham, Co-Founder & CEO of Huckletree. Gabriela shares her refreshing take on female leadership, focusing on performance over quotas, and why in-person collaboration is key. From debunking the hype around virtual offices to emphasizing the value of a creative workspace, Gabriela offers insights that challenge conventional thinking and inspire a new approach to business growth and leadership.
Who hasn’t ever stopped whatever it is that they were doing for a peek at the grand interval shows of the American Football League final, the Super Bowl (that under the production company of no one less than Jay-Z, has brought to its stage Rihanna, Bruno Mars, JLo and Shakira, among other stellar artists)?
The world of sports seems to have taken over pop culture, permeating fashion, music and consumerism across the most diverse cultures and communities. Or would it be diversity that is reshaping the businesses? The answer is yes. Some of the most long-established industries are manoeuvring to stay relevant across the exponential rise of new and powerful groups.
In this touchdown episode of Beyond Marketing - The Podcast, the Cultural Strategist for the iconic NFL, Javier Farfan, opens up about the moves to access and engage the audiences that will shape the dynamics of the new economy, and “future-proof the business”. Alongside our hosts, Farfan pinpoints the focus on bringing the so-called minority groups into the fields of American football. He states the relevance of women’s, LGBTQ+ and Latin communities' voices and a targeted strategy to engage kids and youth.
A lesson on how to recognize and anticipate new audiences, and effectively reach and retain them - from identifying cultural and geographic nuances to the partnership with influential voices and media outlets, and new technologies. The NFL is building a new football for a new world, and those cultural strategies will fit right into any business that wishes to thrive in this already-rolling future.
In the early 2000s, Camila Coutinho was one of the first influencers to have one million followers. As a pioneer of the era of the mega influencer, she not only took part in the birth and evolution of a world-changing new industry but she was also savvy enough to capitalise on the business opportunities within it – predicting and shaping a future that few others could imagine at the time.
In this episode of Beyond Marketing, Camila joins long-time friend and MG Empower CEO, Maira Genovese, to discuss the past, present and future of social media and the creator economy.
From an incredible personal journey – Camila went from blogging about her “outfits of the day” to hosting TedTalks, becoming a leading voice in culture and tech, and founding companies like GE Beauty, a responsible beauty brand – to the evolution of AI and the impact of algorithms on critical thinking, this conversation is wide-ranging and important. Listen for inspirational women, epic life stories, and thought-provoking explorations of business and culture.
#GEBEauty #CamilaCoutinho #Marketing #Podcast #MarketingPodcast #InfluencerMarketing #Influencer #Beauty
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No início dos anos 2000, Camila Coutinho foi uma das primeiras influenciadoras a ter um milhão de seguidores. Como pioneira da era da mega influência, ela não só participou do nascimento e da evolução de uma nova indústria que mudou o mundo, como também foi visionária ao capitalizar as oportunidades de negócio dentro dela – prevendo e moldando um futuro que poucos poderiam imaginar na época.
Neste episódio de Beyond Marketing, Camila se junta à amiga de longa data, fundadora e CEO da MG Empower, Maira Genovese, para discutir o passado, o presente e o futuro das mídias sociais e da economia de criadores. De sua incrível jornada pessoal – Camila passou de compartilhar seus "looks do dia” a apresentar TedTalks, tornando-se referência em assuntos como cultura e tecnologia, e fundando empresas como a GE Beauty, marca de beleza consciente – até a evolução da IA e o impacto dos algoritmos no pensamento crítico, prepare-se para uma conversa ampla e importante. Um bate-papo com mulheres inspiradoras, histórias de vida épicas e reflexões instigantes sobre negócios e cultura - ouça agora.
What’s the secret to successful branded content? For viral Brazilian comedy sensation Esse Menino, the immediate response was, “Being hot.” But what he really meant was this: it’s all about brands not being afraid to take creative risks, and giving creators like himself the freedom to be their authentic selves. In this episode, our hosts sit down with a legend of our times to discuss the true meaning of virality, the impact of being queer on Esse’s worldview, and the ever-blurring lines between art, commerce and politics. Having found internet fame in 2021 thanks to a political satire video that made it big, Esse has since become an international comedy superstar, writer, activist, and influencer with 1.5M Instagram followers. He creates viral content – for mega brands like Smirnoff and Kinder Bueno – by being true to his identity, without ever actually revealing his name (“Esse Menino” means “This Boy” in Portuguese). Listen for an iconic life story, unique perspectives on social marketing, and important lessons for anyone looking to go viral – if that is indeed your goal – whether you’re a brand, creator, or anything in between.
After a life-changing event, Sophie Butler found community, comfort, and her life mission on social media. But just as she was embraced by the disabled community, she quickly discovered how much it lacked genuine inspiration and representation. So ever since, this powerhouse creator has been dedicated to showing the world her life as a disabled person through lighthearted, inspirational content.
By sharing her true experiences and actually breaking physical barriers, Sophie encourages her audiences to embrace every facet of life – from dating to travel, and everything in between. Her moving story and life-affirming personality reveals the gaps and opportunities for the media industry to actively address and support the lived realities of their disabled consumers.
Listen for a smart and inspiring lesson for brands, agencies… and humans!