In this episode, I sit down with e-commerce and marketing strategist Jemma Fox to unpack the tough but exciting realities of scaling a brand in today’s fast-moving digital landscape. The people you work with, the culture you build, and the tech you use all matter.

We dive into the decisions that matter most when you’ve got early traction but limited resources, where do you invest first to build a foundation for long-term growth? Jemma shares her perspective from working with both established brands with solid stories and emerging ones still finding their voice, and we explore the pros and cons of each journey.

With technology evolving at lightning speed, from AI to new martech stacks, Jemma reveals how she helps brands cut through the noise, choose the right tools, and avoid expensive mistakes. She also highlights the underutilised tech start-ups should be leveraging right now to unlock efficiency and gain a competitive edge, along with real-world examples of when tech adoption accelerated growth, and when it slowed things down. Jemma and I explore what this mindset really looks like in the context of e-commerce start-ups, when breaking things can be a strategic advantage, and when it risks brand trust.

From bold campaigns to scrappy hacks, balancing speed with sustainability, praise kinks and the hardest decisions she’s made in her own career , Jemma offers a candid look into what it really takes to grow in 2025.