In this episode of Beyond the Brand, Adam Wright and Matt Huntly chat with Rossana Doldi, Marketing and Strategy Director at Church & Dwight.
Rossana has shaped global brands across P&G, Reckitt, and now Church & Dwight, where she oversees everything from beauty icons like Batiste dry shampoo to trusted healthcare brands like Anusol, as well as intimate skincare products such as Femfresh.
She shares how her luxury roots inform mass-market creativity, how to drive attention in crowded categories, and how to reframe stories in even the most awkward spaces.
Key takeaways
▶ Emotional framing, humour, and simplicity are key to breaking through in ‘unsexy’ or taboo categories.
▶ Value doesn’t mean cheap. Consumers want a psychological ROI and actively mix channels to find it.
▶ Great campaigns repeat one clear message over time. Brands often lose attention by trying to say too much.
Why listen
▶ Hear how a leading FMCG brand leader balances global strategy with local creativity
▶ Learn how to adapt marketing strategies across different categories.
▶ Get practical examples of how to use humour and reframing in brand storytelling.
▶ Understand the role of AI in shaping trends, insights, and media planning (without losing the human)
One final thing....
If you enjoyed this episode, follow Beyond the Brand and leave us a review to help more marketers find the show.
In this episode of Beyond the Brand, Adam Wright and Matt Huntly sit down with Sara Gordon, general manager at Zoe and a specialist in brand positioning and growth.
From helping scale Bloom & Wild to advising global health tech teams, Sara shares how customer insight, clear positioning, and emotional relevance drive long-term success. This one’s full of smart, practical thinking about what really makes brands grow.
Key takeaways
▶ Positioning isn’t a tagline; it’s how your brand helps people make progress in their lives.
▶ Jobs to be done interviews are vital to uncover real customer motivations and struggles.
▶ Brands that win focus on emotional needs as much as rational ones, especially in crowded markets.
▶ Founders who talk to customers regularly build stronger products, teams, and cultures.
▶ True brand strength comes when positioning informs product, pricing, messaging, and market fit.
Why listen
▶ Get a clear, practical breakdown of how to run a jobs-to-be-done process.
▶ Hear behind-the-scenes stories from Bloom & Wild and Zoe’s growth journeys.
▶ Learn why positioning is central to commercial success, not just brand awareness.
▶ See how AI is reshaping customer research, and where it helps (and where it doesn’t).
Links & resources
▶ Sara Gordon on LinkedIn
▶ Zoe website
▶ Daily 30 from Zoe
▶ Jobs to be Done theory
▶ Zoe podcast
If you enjoyed this episode, follow Beyond the Brand and leave us a review to help more marketers find the show.
In this episode of Beyond the Brand, Adam Wright sits down with Katrina Smart, Head of Digital Commerce at Mars United Commerce.
They explore how retail media is evolving into a more sophisticated, full-funnel discipline. Katrina shares her perspective on global frameworks, the rise of in-store digitalisation, new measurement approaches, and how brands can prepare for the future of retail media.
Key takeaways
▶ Retail media has moved beyond conversion to support brand building, requiring brands to adopt a more holistic approach across teams.
▶ The most successful brands create consistent global frameworks while allowing for local flexibility to match market maturity.
▶ In-store digitalisation and self-serve search platforms are accelerating, reshaping how brands plan and buy retail media.
▶ Clean rooms and first-party data strategies are becoming critical as third-party cookies phase out.
▶ Upskilling teams and building cross-functional capability are essential to keep pace with innovation and avoid working in silos.
Why listen
▶ Gain insider insight into how Mars United Commerce helps brands navigate the complexity of retail media.
▶ Learn practical steps for building a unified measurement strategy that goes beyond ROAS.
▶ Understand the skills and talent gaps emerging as self-serve models and data capabilities grow.
▶ Hear Katrina’s advice on testing new approaches before they become table stakes.
Links & resources▶ Katrina Smart on LinkedIn▶ Mars United Commerce website▶ Women in Retail Media
In this episode of Beyond the Brand, Adam Wright and Matt Huntly sit down with Azlan Raj, CMO for Merkle and Dentsu across EMEA. Named one of the UK’s most influential marketers, Azlan shares how he helps global brands turn complexity into progress.
The conversation covers the changing role of the CMO, how to measure meaningful progress, the shift back toward brand-building, and how to apply AI in a practical, human way.
Key takeaways
▶ CMOs must blend brand, data, growth and creativity to lead effectively
▶ The right metrics drive better decisions and behaviour
▶ AI works best when it’s invisible and useful
▶ A clear purpose keeps teams focused through uncertainty
▶ Broad skills and curiosity build stronger marketing leaders
Why listen
▶ Hear how one of the top marketers in Europe sees the future of the CMO role
▶ Learn how to rethink measurement and align marketing with business outcomes
▶ Get real examples of how AI is being used inside complex organisations
▶ Understand why purpose and clarity still matter in a cautious, efficiency-driven climate
Links and resources
▶ Azlan Raj on LinkedIn
▶ Azlan’s book, Shift: Transform Motion into Progress in Business
▶ Sampl – precision trial and growth platform
In this episode of Beyond the Brand, hosts Adam Wright and Matt Huntly sit down with Matt Higgins and Ash White, managing partners at Dentsu’s Addressable Media and Total Commerce units.
Together, they explore the fast-evolving world of retail media, from its roots in Amazon to its expansion across major UK retailers. With years of experience guiding brands through media transformation, Matt and Ash unpack the changing role of creative, measurement, and collaboration in retail media today.
Key takeaways
▶ Amazon remains central, but UK retailers are quickly building sophisticated media offerings to compete
▶ In-store media and digital shelf insights are finally getting the attention and measurement they deserve
▶ Creative is emerging as a critical, and often overlooked, driver of retail media performance
▶ Standardisation and shared learning are accelerating the entire industry, even among competitors
▶ Brands that define clear objectives upfront are seeing the best results from test and learn campaigns
Why listen
▶ Hear how Dentsu is helping brands and retailers work together more effectively in this complex space
▶ Learn how to approach retail media planning based on objectives, not just RoAS
▶ Understand what is really going on behind the scenes at conferences and award shows
▶ Get practical advice for brands starting to invest in retail media or levelling up what they already do
Links & resources
▶ Matt Higgins on LinkedIn▶ Ash White on LinkedIn▶ Dentsu UK▶ Sampl – sponsor and host platform of the show
Follow Beyond the Brand for honest conversations with marketing leaders, and if you enjoyed this episode, please leave a quick review to help others find the show.
In this episode of Beyond the Brand, Adam Wright and Matt Huntly speak with Bella Noakes, innovation director at Next Tech Now, the specialist innovation arm of Publicis Media.
Bella shares how she helps bridge the gap between big brands and startup tech, delivering practical innovation that solves real brand problems. We talk audio, AI, dynamic creative, and what makes experimentation work.
Key takeaways
▶ Innovation needs purpose, not just buzz▶ Audio is becoming more personal and interactive▶ Dynamic creative helps brands reach the right people▶ Face-to-face time builds better partnerships▶ Test-and-learn can beat big campaigns when it’s done right
Why listen
▶ Hear how to scale innovation across large teams▶ Learn which media trends are getting real traction▶ Get advice on working with agencies and tech partners▶ Understand how to run experiments with impact
Links & resources
▶ Bella Noakes on LinkedIn▶ Next Tech Now
Follow Beyond the Brand and leave a review to support the show.
In this episode of Beyond the Brand, Adam Wright is joined by Sophie Rock, head of brand at Wilkinson Sword.
Together, they unpack the bold repositioning of a 250-year-old brand, the thinking behind the Blade Masters campaign, and the real work involved in shifting a business out of long-term sales decline.
Sophie shares her career journey, lessons from major brand projects, and how she stays focused when leading high-pressure transformations.
Key takeaways
▶ Why tackling fundamental brand problems starts with understanding the real consumer truth
▶ How Wilkinson Sword repositioned around its heritage to stand out in a cluttered category
▶ Why humour and tone of voice became central to the brand’s modern refresh
▶ The importance of managing internal buy-in and using data to build momentum
▶ What makes a successful brand marketer today – and how the role is changing
Why listen
▶ Gain insights into relaunching a heritage brand with modern relevance
▶ Learn how to manage complexity and stay focused during major transformation projects
▶ Hear real-world lessons on building long-term brand equity in competitive markets
▶ Understand how to balance creativity, strategy, and commercial thinking as a marketer
Links & resources
▶ Connect with Sophie Rock on LinkedIn
▶ Learn more about Wilkinson Sword at wilkinsonsword.com
▶ Watch the Wilkinson Sword Blademaster campaign ad here
▶ Find out more about System1 testing at system1group.com
In this episode of Beyond the Brand, hosts Adam Wright and Matt Huntly sit down with Tom Priestman, Director of Client Services at Nectar360.
With experience across Colgate, Meta, and now Nectar360, Tom shares what he’s learned from working on the brand, platform, and retailer sides of the marketing world.
The conversation explores retail media’s rapid rise, why it works differently from other channels, and how brands of all sizes can make the most of it.
-------------
Key takeaways
▶ Retail media has grown from shopper marketing into a strategic digital channel with full-funnel potential.
▶ Challenger brands can now compete in-store on equal footing with major FMCG players using digital tools.
▶ The best-performing brands treat retail media as a core function with a clear owner, not a bolt-on to digital or shopper.
▶ Digitising in-store formats is opening up creative options like dynamic screen ads, weather-triggered offers and more.
▶ The UK market is catching up with the US by moving faster on store innovation due to its smaller store estate.
-------------
Why listen
▶ Hear how retail media is changing from someone who has worked in brand, platform and retail roles.
▶ Learn why measurement is a strength of retail media and how to plan around customer outcomes.
▶ Get practical advice for small and large brands on how to show up effectively in-store.
▶ Find out how to structure your team to succeed with retail media and what pitfalls to avoid.
-------------
Links & resources
▶ Tom Priestman on LinkedIn
▶ Nectar360 website
▶ Sampl – digital product sampling with trackable results
In this episode of Beyond the Brand, Adam Wright and Matt Huntly speak with Lottie Unwin, founder and CEO of Up Collective, which includes Upworld, Up Talent, and Brand Hackers. Lottie is a marketer, community builder, and champion of entrepreneurial talent.
She shares how she built a 1,000+ marketing community, what she's learned leading a remote-first team, and why communication strategy, not channels, is the real secret to brand growth.
From lessons in leadership to the power of building in public, this episode is packed with honest insights and practical advice for anyone in marketing today.
Key takeaways
▶ Community building doesn't have to scale fast to be impactful—start small and focus on meaningful connection▶ Being visible as a leader (e.g. posting on LinkedIn daily) can open doors and attract aligned talent▶ Clarity on your unfair advantage is key—identify it and double down▶ Leadership isn't about knowing everything▶ Flexible working requires maturity and high trust on both sides to work well
Why listen▶ Learn how Lottie built a career by following energy, not a rigid plan▶ Hear real-life challenges and wins from growing a remote team past 20 employees▶ Get practical advice for becoming a more strategic marketer▶ Understand why leadership, not technical skills, is what moves your career forward
Links & resources▶ Lottie Unwin on LinkedIn▶ Upworld▶ Up Talent▶ Brand Hackers▶ The Marketing Hustle podcast
Follow Beyond the Brand for more candid conversations with marketing leaders. If you enjoyed this episode, please leave us a quick review; it really helps others find the show.
In this episode of Beyond the Brand, Adam Wright speaks with Giovanni Pupo, a seasoned digital marketing leader with experience across both agencies and client-side.
Gio led e-commerce for Lipton across Europe for a number of years before leaving to dedicate full time to teaching, keynote speaking, and content creation.
He shares insights on navigating a marketing career, the evolving role of AI, the importance of media skills, and why marketers need to balance creativity with data-driven decision-making.
Key takeaways
▶ Marketing is shifting from ‘mad men’ to ‘math men’ – Creativity still matters, but data and analytics now drive decision-making.
▶ AI isn’t replacing marketers, but it’s raising the bar – Junior marketers must develop critical thinking skills to avoid being outpaced by automation.
▶ Public speaking and relationship-building are future-proof skills – Communicating ideas and connecting with people will remain valuable despite technological advancements.
▶ Side hustles are a fast track to real-world learning – Testing ideas with your own money builds a deeper understanding of marketing and business growth.
▶ Successful marketers don’t fear numbers – Even the most creative roles require a solid grasp of media buying, performance metrics, and ROI.
Why listen
▶ Gain insider knowledge from someone who’s worked at top agencies, led global e-commerce strategies, and now teaches the next generation of marketers.
▶ Learn how AI is shaping marketing roles and what skills will help future-proof your career.
▶ Discover why side projects and freelancing can accelerate your learning and career progression.
▶ Get an honest take on what it’s really like to move between agency, client, and entrepreneurial marketing roles.
Links & resources
▶ Gio Pupo’s website – https://giopupo.com/
▶ A Glass of Marketing podcast – YouTube
▶ Connect with Gio on LinkedIn – linkedin.com/in/giopupo
In this episode of Beyond the Brand, hosts Adam Wright and Matt Huntly sit down with Gerry D’Angelo, former VP of Global Media at Procter & Gamble.
With over 30 years in the media industry, including leadership roles at Samsung, Mondelez, and Sky, Gerry shares his insights on how media buying, agency relationships, and brand building have evolved.
From his early career in agencies to overseeing one of the largest media budgets in the world, Gerry reflects on key career moments, the role of serendipity, and the challenges brands face in an AI-driven marketing landscape.
Key takeaways:
▶ The evolution of media buying: how brands have shifted their approach over the last two decades
▶ The changing role of agencies in an era of automation and self-service platforms
▶ Why first-party data is more critical than ever for brands—and how to protect it
▶ The balance between brand-building and performance marketing in a digital-first world
▶ How AI is reshaping advertising and the risk of ‘vanilla creativity’
Why listen:
▶ Gain a behind-the-scenes look at how one of the world’s biggest advertisers managed its media strategy
▶ Learn how to navigate agency relationships in an increasingly automated industry
▶ Understand the importance of first-party data and clean rooms in future-proofing marketing efforts
▶ Get expert insights on how AI is impacting media, advertising, and creative effectiveness
Links & resources:
▶ Connect with Gerry D’Angelo on LinkedIn
▶ Learn more about Procter & Gamble: www.pg.com
▶ Check out the Global Alliance for Responsible Media: www.garmalliance.org
Enjoyed the episode?
Follow Beyond the Brand for more conversations with top marketing leaders, and if you found this insightful, leave a quick review to help others discover the show.
In this episode of Beyond the Brand, Adam Wright and Matt Huntly sit down with Sameer Amin, Vice President of Data-Driven Marketing and Media at Reckitt.
Sameer shares how he helped Reckitt transition from a TV-first media strategy to a data-driven, digital-first approach. He explains the importance of moving beyond reach to focus on relevance, improving digital ROI, and implementing a responsible first-party data strategy.
The conversation also dives into the role of AI in marketing, showing how automation is reshaping campaign execution and decision-making.
Key takeaways:
▶ Reckitt’s shift from TV-first to digital-first – Why relying on traditional media wasn’t enough and how data-driven marketing transformed performance.
▶ Fixing digital ROI – How Reckitt uncovered inefficiencies in early digital investments and optimised spend for better results.
▶ Quality over quantity in first-party data – The real value of first-party data isn’t in volume but in its ability to improve marketing effectiveness.
▶ AI and marketing automation – How Reckitt uses AI to streamline reporting, optimise media spending, and free up teams for strategic work.
▶ Balancing global strategies with local execution – How Reckitt creates scalable frameworks allowing market-specific adaptations.
Why listen:
▶ Discover how a global FMCG leader transformed its media buying strategy to maximise digital ROI.
▶ Get insights on building a smarter, more ethical first-party data strategy.
▶ Learn how AI is changing marketing workflows and campaign execution.
▶ Understand the challenges of implementing global strategies in diverse local markets.
Links & resources:
▶ Connect with Sameer Amin on LinkedIn: here
▶ Learn more about Reckitt: here
▶ Explore Reckitt’s responsible consumer data principles: here
Enjoyed this episode?
Follow Beyond the Brand for more conversations with marketing leaders, and don’t forget to leave us a review!
In this debut episode of Beyond the Brand, Adam Wright and Matt Huntly are joined by Paul Stafford, Head of Retail Media at A.S. Watson, to explore the fast-growing world of retail media.
Paul and his team have launched Optimo, Superdrug’s new retail media network—a huge feat in an increasingly competitive space.
They discuss the opportunities and challenges of building a media platform inside a major retailer, how brands can tap into first-party data for performance marketing, and why retail media is here to stay. If you're in brand marketing, e-commerce, or digital media, this episode is packed with insights to help you stay ahead.
-----
Brought to you by Sampl (Sampltech.com). We run precision product sampling that puts your product in the hands of real buyers. Trusted by over 250 of the world's biggest brands.
-----
Key takeaways
▶ Retail media is a dual opportunity – it generates revenue for retailers while helping brands grow
▶ Brands must rethink their approach – successful retail media strategies require more than just a conversion mindset
▶ Data is the differentiator – leveraging first-party data gives brands an edge in an increasingly privacy-first world
▶ Collaboration is key – integrating retail media into broader marketing strategies yields the best results
▶ Retail media networks are evolving fast – brands, retailers, and agencies need to move quickly to stay competitive
------
Why listen
▶ First-hand insights from an industry leader building retail media from the ground up
▶ Real-world strategies for brands looking to maximize retail media investments
▶ Actionable takeaways for using first-party data, CRM, and behavioural insights to drive success
▶ Future predictions on where retail media is headed and how brands can adapt
-------
Links & resources
▶ Connect with Paul Stafford on LinkedIn
▶ Learn more about Optimo and Superdrug’s retail media network – Email: optimo@uk.aswatson.com
▶ Explore Sampl and how digital sampling fuels brand growth Visit SamplTech.com
Enjoyed the episode? Follow Beyond the Brand and leave a quick review to help others find the show.
