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PODCAST

Scratch: CMO Interviews

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will

business marketing

All Episodes

00:47:48

From Cornwall to the World: How Finisterre’s...

Scratch: CMO Interviews ·

2025/10/29

In this episode of Scratch, Eric chats with Bronwen Foster-Butler, CMO of Finisterre, the cold-water surf brand from Cornwall proving that purpose and performance can coexist. Bronwen shares how community became Finisterre’s real growth engine, from “creating through community, not for it,” to rethinking top-of-funnel marketing and focusing on relationships over reach. She shows how listening to your customers can lower CAC, build loyalty, and create true advocates.Finisterre began with a simple

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00:47:24

Inside Salesforce’s Marketing Machine: CMO Ariel...

Scratch: CMO Interviews ·

2025/10/13

In this episode of Scratch, Ariel Kelman, President & CMO of Salesforce, shows how a category leader can still think like a challenger through the power of education, not persuasion. Education beats persuasion when you make community the flywheel: by pairing product truth with peer proof through events like Dreamforce, Trailhead, and forums, so customers learn how to win with your product (not just why it’s great). That mindset turns advocacy into momentum.But teaching only lands if the tech

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00:37:08

Ocean Bottle’s Secret to Scaling Impact With 2...

Scratch: CMO Interviews ·

2025/10/08

In this episode of Scratch, Eric chats with Will Pearson, Co-Founder of Ocean Bottle, the brand turning reusable bottles into vehicles for global impact. One of the biggest takeaways from Will’s story is how Ocean Bottle has made impact completely non-negotiable in its business model; every purchase is tied directly to measurable change. Rather than chasing the traditional direct-to-consumer routes, the brand leaned into B2B partnerships as its true growth engine, scaling faster through

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00:42:22

How Barclays Adopts a Challenger Mindset to Innovate...

Scratch: CMO Interviews ·

2025/09/24

In this episode of Scratch, Eric chats with Lili, the Chief Marketing & Experience Officer of Barclays US Consumer Bank, about how she brought a challenger mindset from the hospitality and entertainment industry into one of the biggest banking players in the world. Lili shares how her experience at MGM shaped her approach to customer experience, and how she’s transformed Barclays to be more customer-centric, putting real people at the heart of every journey. Innovation at Barclays doesn’t start with

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00:35:48

The Secret Marketing Playbook Behind Burger King,...

Scratch: CMO Interviews ·

2025/07/16

Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomMIn this episode, Daniel Blumer, CMO of Restaurant Brands International (EMEA), breaks down how Burger King’s parent company keeps four iconic brands fresh in a noisy quick-service world. From ditching 1,000-slide reports to tapping local culture first, Daniel shares the practical framework that powers 7,000+ restaurants across Europe, the Middle East, and Africa.One key takeaway: Stop

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00:36:47

Scratch Special: How Baby Eric & Baby Jenna Survived...

Scratch: CMO Interviews ·

2025/07/11

This week, it's a Scratch special. Fresh off The Croissette at Cannes 2025, Baby Eric and Baby Jenna join us to share their key takeaways from the most talked-about event in all of marketing and advertising. As yes, we said Baby Eric and Baby Jenna. All courtesy of AI of course.But do expect serious, insightful, sometimes rogue insight and opinions as usual from the Rival team all about what CMOs need to know from Cannes this year. What better way to discuss a major marketing event than in the shape

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00:23:48

How Peanut Built a Social Media Network for 5...

Scratch: CMO Interviews ·

2025/06/25

Watch out documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomMIn this live-recorded episode, Phoebe Corcoran, Brand & Communications Lead at Peanut, tells us how a two-person marketing team fuels the world’s fastest-growing social network for women across fertility, pregnancy, motherhood, and menopause. We discuss how they used real-time user insights to create headline-grabbing ideas - from the #FourSmiles statue takeover that spotlighted post-partum

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00:46:35

Cracking the $128Bn Pet Market with the CMO of...

Scratch: CMO Interviews ·

2025/06/11

Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomMIn this episode of Scratch, Eric sits down with Molly Landman, the first Chief Marketing Officer of PetSafe, the 30-year-old pet-tech pioneer behind invisible fences, automatic litter boxes, GPS collars, and more. Molly explains how she inherited “the biggest pet brand no one knows,” why an early push into broad awareness failed to lift sales, and how a tighter focus on consumer

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00:44:45

Tubi's Marketing Playbook to Disrupt the $109Bn...

Scratch: CMO Interviews ·

2025/05/28

Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomMThis week, we sit down with Nicole Parlapiano, CMO of Tubi, the leading free, ad-supported streaming television (FAST) with the largest content library on the planet - 275 K+ movies and TV episodes. Nicole unpacks how she’s rewriting the rules of entertainment marketing: brand-first positioning, bottom-up cultural relevance, and creative swings that punch way above their media weight.One of

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00:45:54

How Midday Squares is Disrupting Big Chocolate using...

Scratch: CMO Interviews ·

2025/05/14

Watch out documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomMOn this week’s episode of Scratch, Jake Karls, the energetic co-founder and Chief Rainmaker of Midday Squares, joins Eric to unpack the reality-show marketing strategy that’s rocketing their functional chocolate bars onto shelves across North America. From filming therapy sessions to smashing Costco road-show records, Jake explains why attention is today’s most valuable currency and how

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00:39:55

How Polestar is Taking on EV Giants in a $785Bn Market

Scratch: CMO Interviews ·

2025/04/30

In this episode, Eric sits down with Åsa Borg, the Chief Marketing & Commercial Operations Officer at Polestar, the Swedish electric performance car brand that's challenging the automotive industry. Since launching in 2017, Polestar has rapidly expanded to 27 markets globally with their lineup of electric vehicles. Åsa brings her wealth of experience from 20 years at Volvo Cars to this challenger brand, offering unique insights on the difference between marketing for an established brand versus

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00:42:30

Building Intergenerational Brand Loyalty with the CMO...

Scratch: CMO Interviews ·

2025/04/09

In this episode, we sit down with Khalid El Khatib, the Chief Marketing Officer of Consumer Reports, one of America’s most trusted and oldest consumer advocacy organizations. Khalid unpacks how he’s transitioning Conaumer Reports from a “publisher” mindset to a platform strategy that emphasizes product-led growth, user-centric advocacy, and yes, the iconic lab testing (including a cat-hair-laden robotic vacuum test).One of the key takeaways here is how community can be a company’s competitive moat,

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00:43:16

How Oddbox is Building UK’s Fastest-Growing Grocery...

Scratch: CMO Interviews ·

2025/03/26

We’re excited to sit down with Gastón Tourn, the Chief Growth Officer of Oddbox, a subscription service rescuing produce that would otherwise go to waste. In this conversation, Gastón dives into the importance of genuine storytelling, the fascinating psychology behind “Veg Haters,” and why focusing on customer insight (rather than competitors) unlocks true growth potential.One of the key takeaways from this episode is Gastón’s belief that marketers should read fiction writers—like Hemingway—to

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00:50:33

How ESL FACEIT Group Fuels the Largest Esports League...

Scratch: CMO Interviews ·

2025/03/12

Check out our new podcast ‘Ripples’ on Microcultures from the links 🔗 below 👇🎙️ Listen on Apple podcasts here🎧 Listen on Spotify hereIn this episode, we sit down with Fabio Tambosi, Senior Vice President of Global Marketing at ESL FACEIT Group (EFG)—the world’s largest esports and gaming ecosystem. Fabio shares his journey from a near-pro soccer career to marketing roles at Nike, Adidas, and Saucony before stepping into the high-velocity realm of esports.One of the biggest takeaways from this

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00:49:08

How Light Is Breaking Big Tech by Creating an...

Scratch: CMO Interviews ·

2025/02/26

Check out our new podcast ‘Ripples’ on Microcultures from the links 🔗 below 👇🎙️ Listen on Apple podcasts here🎧 Listen on Spotify here hereIn this episode, Kaiwei Tang, CEO & Co-Founder of Light, reveals how a 10-year-old “anti-smartphone” brand has cultivated a dedicated community by doing less. Light’s flagship product, the Light Phone, eliminates data-hungry apps, social media, and constant notifications—replacing them with practical tools and pure utility. Kaiwei shares how organic

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00:42:44

Major League Soccer’s Full-Funnel Blueprint for...

Scratch: CMO Interviews ·

2025/02/12

Check out our new podcast ‘Ripples’ on Microcultures from the links 🔗 below 👇🎙️ Listen on Apple podcasts here🎧 Listen on Spotify here hereIn this episode, Eric sits down with Radhika Duggal, CMO of Major League Soccer, to discuss the league’s explosive growth and unique approach to sports marketing in the United States. Radhika brings insights from her time at household-name brands like JP Morgan and Pfizer, revealing how a data-driven approach helps MLS turn viral moments (like Lionel Messi’s

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00:42:03

Standard Bank’s Marketing Playbook to Dominate South...

Scratch: CMO Interviews ·

2025/02/06

In this episode, Diana Springer, Group Head of Brand & Marketing at Standard Bank, talks about preserving trust while infusing fresh creativity into Africa’s largest financial institution. With a heritage spanning 162 years and 15M+ customers, Standard Bank has every reason to play it safe—yet Diana reveals how her team fosters innovation, internal advocacy, and an emotive brand narrative in a typically functional category.From her agency background (Ogilvy, Saatchi) to the challenges of marketing a

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00:49:11

How Investec Stays "Fresh" after 50 years with...

Scratch: CMO Interviews ·

2025/01/15

We’re back with Scratch! In this episode, we sit down with Abey Mokgwatsane, Chief Marketing Officer of Investec, an international bank and wealth manager that’s celebrating its 50th anniversary—and still thinking like a challenger. Abey shares how his team keeps the brand fresh by simplifying complexity, focusing on consistent storytelling, and staying true to the heritage that first propelled Investec into the private banking space. He also explains what it’s like to join a new industry as a

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00:50:00

How Tony’s Chocolonely Changed the $120Bn Chocolate...

Scratch: CMO Interviews ·

2024/11/27

In this episode, we’re thrilled to sit down with Sadira Furlow, the Chief Marketing Officer of Tony's Chocolonely, an impact company on a mission to end exploitation in the cocoa industry. Tony's Chocolonely isn't just about making delicious chocolate—they're committed to making systemic change in the chocolate industry by producing ethically sourced chocolate and encouraging others to join their mission.In our conversation, Sadira dives deep into the reality of building a challenger brand that's

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00:49:07

The BBC’s Blueprint for a Century of Brand Building...

Scratch: CMO Interviews ·

2024/11/13

In this episode, we’re thrilled to sit down with Charl Bassil, the Chief Brand Officer of the BBC, a globally renowned public service broadcaster (yes, the BBC) committed to enriching people's lives through programs and services that inform, educate, and entertain. In our conversation, Charl dives deep into the art of nurturing brands for the long term, emphasizing the responsibility of brand custodians to preserve and grow what has been created. He shares insights on how marketers can think like

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