Episodes

  • Episode 144 – Growth Mindset with guest Charlotte Langley: Bloom & Wild’s CMO on embracing the unknown in your leadership style

    Episode 144 – Growth Mindset with guest Charlotte Langley: Bloom & Wild’s CMO on embracing the unknown in your leadership style
    Mar 3 2025
    Episode #144. The personal understanding topic explored in this episode is Growth Mindset - a belief system that people adopt where they believe that their qualities, skills, abilities and situation can change and grow, and through hard work, it’s possible for these to develop and improve. Discussing Growth Mindset with Abby is her guest Charlotte Langley, Chief Marketing Officer at Bloom & Wild. Having previously worked at L’Oreal, Charlotte joined Bloom & Wild at the start of 2020 to head up the evolution of Bloom & Wild's brand and communications, including the development of their ‘Care Wildly’ creative platform. In this episode, Charlotte shares her definition of Growth Mindset, pushing through fear, creating a network for support, how growth mindset impacts her leadership style, energy for growth mode and her tip when worries and anxiety creeps in. Plus her career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to ‘Growth Mindset’ 00:03:10 Embracing Fear and Asking for Help 00:05:06 Leadership and Growth Mindset 00:07:47 Navigating Change in Marketing 00:09:42 Building a Knowledge Bank and Networking 00:13:32 Adapting to Changes 00:18:44 Growth Mode 00:22:41 Confidence and Imposter Syndrome 00:25:40 Learning from Others 00:27:03 Reflecting on Personal Growth 00:30:13 Acknowledging Anxiety and Organising Thoughts 00:36:13 Career Highs and Lows 00:39:06 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Charlotte Langley | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    40 mins
  • Episode 143 – Building brands with soul with guest Siew Ting Foo: Top CMO’s insight on human-centric brand-building and leadership

    Episode 143 – Building brands with soul with guest Siew Ting Foo: Top CMO’s insight on human-centric brand-building and leadership
    Feb 17 2025
    Episode #143. Today’s topic is a technical and leadership skill exploring building and leading brands with soul, which doesn’t just arise from the company strategy or tactical execution but from the passion, love, and responsibility of the leaders and people in the business.  Abby’s guest who is passionate about this topic and author of ‘Building Brands With Soul’ is Siew Ting Foo. An impactful and influential marketing leader, Siew Ting is named consecutively, six times as Asia's most purposeful and influential CMO, and named Asia and China's top woman leader, having worked on brands including Unilever, Mars, Diageo, Fonterra and most recently, HP. In this episode, Siew Ting shares her definition and characteristics of brands with soul and why it’s important, the five pillars, human-centric leadership, global brands to local markets and how she connects to her team through ‘Friday emails’. Plus Siew Ting’s career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and introduction to ‘building brands with soul’ 00:03:45 The Five Pillars of Brands with Soul 00:05:13 Writing the Book for future leaders 00:06:29 Why is Human Centricity important 00:09:15 Siew Ting’s Personal Discovery and Purpose 00:11:00 First 100 Days Framework 00:15:21 How to Create Global Brands with Local Soul 00:19:49 Building Internal Belief 00:22:27 Authentic Leadership through Friday Emails 00:25:51 Personal Career Highs and Lows 00:27:36 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Siew Ting Foo | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    29 mins
  • Episode 142 – Connecting with your Consumers with guest Toby Horry: Insights from TUI's Global Brand and Content Director on understanding today’s consumer

    Episode 142 – Connecting with your Consumers with guest Toby Horry: Insights from TUI's Global Brand and Content Director on understanding today’s consumer
    Feb 3 2025
    Episode #142. Connecting with your Consumer is the focus of today’s episode, an evolving technical and soft/human skill for marketers to develop as our human understanding continues to deepen and evolve through societal and technological advancements. Abby’s guest to discuss is Toby Horry, Global Brand and Content Director at Tui, responsible to Tui’s re-brand and the recently much talked about first Tui Christmas ad. Prior to Tui, Toby worked at Tesco's as Digital Marketing Director, part of the Brand Turnaround team, tasked with rebuilding trust in the Tesco brand and in the agency world as planner for AMV BBDO and MD of Dare. In this episode, Toby shares his definition of what it means to connect with your consumer, the challenges of mass targeting, skills and behaviours marketers need to connect with audiences, marketing to global audiences, and lots of examples of connecting from brands such as Tui, Nicorette, Tesco and Fiat. Plus Toby’s career highs and lows and advice for marketers. 00:00:00 Welcome and Introduction to ‘Connecting with consumers’ 00:02:23 The Importance of Understanding Customers 00:03:40 Changes in Marketing Communication 00:05:56 Consumer Expectations 00:07:25 Skills Marketers Need in Order to Connect 00:09:59 Insights from Nicorette Campaign 00:11:46 The Role of Concise Marketing Briefs 00:14:09 Global Marketing Considerations 00:20:03 Customer-Centric Ideas 00:23:23 Insights from TUI 00:27:32 Creativity and Agility 00:29:10 Toby’s Career Highs and Lows 00:31:29 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Toby Horry | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    33 mins
  • Episode 141 - Owning your Marketing Career with guest David Brewerton: How to find your ideal role with tips from Monzo’s Marketing Director

    Episode 141 - Owning your Marketing Career with guest David Brewerton: How to find your ideal role with tips from Monzo’s Marketing Director
    Jan 20 2025
    Episode #141. Today’s personal understanding topic is about owning your marketing career so that it is fulfilling to you, and the steps you can take to be proactive and intentional to move towards your ideal role. Abby’s guest to discuss this is David Brewerton, Growth Marketing Director of Monzo. Initially starting his marketing career in digital marketing, David broadened his marketing roles to have more strategic impact and has worked with brands such as Tesco Mobile, Metro Bank and now Monzo. In this episode, David shares his definition of owning your marketing career, perception as reality, the art of giving and receiving feedback, his story of finding an ideal role after redundancy and the value of building your profile and making connections. Plus David’s career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and Introduction to ‘Owning your Career’ 00:02:12 Defining Career Ownership 00:03:55 Perception as Reality 00:06:11 Why Personal Branding is Valuable 00:08:52 The Importance of Authenticity 00:14:27 Feedback as a Tool for Growth 00:17:52 David's Approach to Securing a New Role Following Redundancy 00:22:35 Building a Profile Online 00:27:24 Proactive Career Ownership 00:37:13 Mapping Career Goals and Vision 00:39:15 Finding Your Tribe 00:41:27 Learning from Experience 00:41:40 Advice for Marketers of Tomorrow Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: David Brewerton | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    44 mins
  • Episode 140 - Marketing Excellence with guest Sue Warren: How Sky's Marketing Excellence Programme is driving greater impact and creativity for the brand

    Episode 140 - Marketing Excellence with guest Sue Warren: How Sky's Marketing Excellence Programme is driving greater impact and creativity for the brand
    Jan 6 2025
    Episode #140. We’re starting the new year with a technical topic on Marketing Excellence, to inspire and empower high performance for all marketing leaders and those in their care who are growing the brands and businesses of tomorrow. Joining Abby is her guest Sue Warren, Head of Marketing Capability at Sky. Sue worked on brands such as Unilever, Telewest and Virgin Media before joining Sky and after a decade in various marketing, strategy and planning roles, is now developing structured marketing excellence programmes to upskill and energise the entire marketing function in Sky. In this episode, Sue shares her definition of marketing excellence, the development and implementation of Sky’s marketing excellence programme, it’s impact on the output and creativity of the marketing function and the importance of embedding marketing excellence long-term, not just delivering training. Plus Sue’s career highs and lows and advice for marketers of tomorrow. 00:00:00 Welcome and introduction to Marketing Excellence 00:03:25 What is Marketing Excellence? 00:05:36 Benefits of a Structured Marketing Excellence Programme 00:06:35 Beyond Marketing Training – Empowerment and Investment 00:10:08 Creation and Drivers Behind Sky's Marketing Excellence Program 00:17:26 Methods, Processes and Behaviours of Marketing Excellence 00:23:35 Leadership and Accountability 00:25:42 Impact on Marketing Performance and Engagement 00:28:55 Lessons from the Journey 00:32:09 Sue’s Personal Career Highs and Lows (00:32:09) 00:38:21 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Sue Warren | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    39 mins
  • Episode 139 – Personal Understanding with guest Kirsten McPherson: How knowing and connecting with yourself on deeper level makes you a better marketer

    Episode 139 – Personal Understanding with guest Kirsten McPherson: How knowing and connecting with yourself on deeper level makes you a better marketer
    Dec 16 2024
    Episode #139. Today’s focus is on Personal Understanding, which is a fundamental pillar of the Whole Marketer philosophy and what we believe is the key to having a fulfilling marketing career and life as a whole. Abby’s guest to discuss the benefits of developing your personal understanding is Kirsten McPherson. As Marketing Director at Mondelez, Kirsten is responsible for heading up two of the UK's top brands, Philadelphia and Dairylea. Her previous experience includes Procter and Gamble, where she spent more than a decade working on an array of billion-dollar brands, driving global change initiatives such as Always ‘end period poverty’. In this episode, Kirsten shares her definition of personal development and its importance for leadership development, her formula for personal energy, implementing ‘prison Fridays’ and the role of community and mentoring in developing your personal understanding. Plus Kirsten shares her advice for career highs and learnings, and advice for marketers. 00:00:00 Welcome and Introduction to Personal Understanding 00:02:07 What is Personal Development? 00:05:03 Personal and Professional Growth and Leadership 00:07:56 Kirsten’s Formula for Personal Energy 00:08:19 Purpose, Motivation and Confronting Limiting Beliefs 00:13:17 The Importance of Coaching 00:15:33 3 Key Areas for Marketers 00:16:14 The Concept of "Prison Fridays" 00:21:59 The Role of Community in Personal Development 00:25:19 Creating Community Initiatives at Mondelez 00:29:23 Advice for Starting Community Initiatives 00:30:46 Kirsten’s Career Highs and Learnings 00:34:24 Advice for Future Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Kirsten McPherson | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    36 mins
  • Episode 138 – Creativity with guest Kevin Chesters: How Can Marketers Unlock Their Creative Potential?

    Episode 138 – Creativity with guest Kevin Chesters: How Can Marketers Unlock Their Creative Potential?
    Dec 2 2024
    Episode #138. Creativity is the skill featured in this episode, however being creative is not a department or a job title; it’s a skill and mindset that every marketer can harness to keep evolving in pursuit of new, innovative ways to solve problems. Joining Abby is Kevin Chesters, a marketing strategist with over 25 years of experience both agency and client-side, including being the former Head of Strategy at BT and CSO of W+K London, plus Dentsu, McGarryBowen and Ogilvy. Kevin’s first book, 'The Creative Nudge' was an Amazon best-seller and he shares the concepts from his book in this podcast. In this episode, Kevin shares his definition of creativity, ‘nudge theory’ where small changes can lead to significant impacts, 9 behaviours to rediscover your creativity and how marketing leaders can create an environment for creativity. Plus Kevin shares his advice for reviewing creative respectfully and his career highs and lows. 00:00:00 Welcome and Creativity in Marketing 00:02:00 Defining Creativity 00:03:32 Why is Creativity vital to stand out? 00:06:09 Kevin’s Nudge Theory Explained 00:08:12 Nine Behaviours to Rediscover Creativity 00:15:12 How to Create Conditions for Creativity? 00:17:56 Being Willing to Challenge the Status Quo 00:21:56 Creativity and Human Evolution 00:24:51 How to Review Creative Ideas? 00:33:12 Reviewing Creativity and Giving Feedback 00:37:29 Kevin’s career Highs and Lows 00:48:18 Advice for Marketers Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Kevin Chesters | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    50 mins
  • Episode 137 - Marketing Roles with guest Margaret Jobling: The evolving skills today’s marketers need to thrive in an AI world

    Episode 137 - Marketing Roles with guest Margaret Jobling: The evolving skills today’s marketers need to thrive in an AI world
    Nov 18 2024
    Episode #137. Today's episode is a holistic topic on how the breadth and depth of marketer’s roles are continuing to evolve as we move towards leading the long-term commercial agenda, understanding the advancements in science and neuromarketing for how consumers make decisions and adopting AI into our everyday lives. Abby’s guest is legendary marketing leader, Margaret Jobling, Group Chief Marketing Officer at NatWest Group. Before joining Natwest in 2020 and implementing agile ways of working, “Tomorrow Begins Today” brand platform and the NatWest partnership with team GB for the Paris Olympics in 2024, Marg has spent the majority of her marketing career in FMCG categories, working on some iconic brands such as Lynx, Dove, Radox, Cadbury, Dairy Milk and Birds Eye, as well as Director of Marketing for British Gas. In this episode, Margaret shares her definition of the role of marketing today and how it has evolved, the art and science of marketing, learnings as a CMO, marketing in the age of AI and building trust and authenticity with consumers in a digital environment. Plus Margaret’s career highs and howlers, and advice for marketers of tomorrow. 00:00:00 Welcome and why we need evolving skills in marketing today 00:03:13 Defining of the role of Marketing 00:05:40 Key shifts in marketing 00:06:42 Impact of technology on customer interactions 00:10:05 What are the skills required for modern marketers 00:11:27 The future of marketing with AI and building trust 00:20:53 Skills Margaret looks for when hiring marketers 00:24:56 Building relationships with stakeholders 00:28:14 Experimentation, Curiosity and Continuous Learning 00:31:16 Margaret’s Career Highs and Howlers 00:36:31 Advice for marketers of tomorrow Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Margaret Jobling | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com
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    39 mins