The Content Mix Podcast: Recent Episodes
The Content Mix
The Content Mix podcast features interviews with stand-out professionals leading content and social media marketing efforts for international brands across Europe. Hosted by Shaheen Samavati and Kyler Canastra of VeraContent, our aim is to uncover authentic, personal insights into how to effectively market across diverse European markets and languages.
Can AI transform content creation without replacing human creativity? In the latest episode of The Global Marketer, hosts Shaheen Samavati and Kegan Gates sat down with Naomi Bleakley, Editorial AI and Process Manager at VeraContent, to dive into how AI is reshaping the way we create multilingual content. From integrating tools like ChatGPT to balancing automation with human expertise, Naomi shared fascinating insights on how marketers can embrace AI responsibly while maintaining the creativity and quality that clients expect.
Ready to launch your brand on TikTok? Our latest podcast episode is packed with insights to help you get started! Hosts Shaheen Samavati and Kegan Gates sit down with Paula Uccelli, VeraContent’s resident social media expert, to explore what it takes to succeed on the platform. From creating an original voice to navigating trends and localization, Paula shares practical tips to build a strategy that resonates.
Is it time to incorporate AI video translation into your marketing localization workflow?
Today on the podcast, host Shaheen Samavati chats with three professional linguists who work at VeraContent to discuss the current state of AI video translations and voice overs.
After testing HeyGen’s AI video translation tool in 12 languages, Irene Zamora, Lara Luig, Liu Jian (Tom) and Shaheen share their thoughts on how well the AI did in transforming our test video (along with incredibly accurate lip syncing) into Spanish, German, Mandarin and English.
During their conversation, they discuss what the tool did well, where it could be improved, the potential it has for use in marketing content, and how it’s likely to impact the localization industry.
Niki Albon has worked with top brands like Google, Samsung, Coca-Cola and 20th Century Fox and huge influencers such as Mr. Beast with 178m subscribers on YouTube. However, he says you don’t need a huge budget to get started with influencer marketing. You just need to know your audience, and be strategic about partnering with the right people. If you’re considering or already doing influencer marketing, you’ll want to hear what Niki has to say on the topic. He built a following of more than 400k followers on his own social channels, before joining award winning agency Cherry Pick Talent, where he advises brands on influencer campaigns.
"Silicon Valley Bank was slow to react on social media, but they also didn't make it easy to understand what was happening through their other communications channels.” - Leigh Dow
Last month, we saw an unprecedented reaction to a Twitter frenzy seeing investors and depositors attempting to pull out a staggering $42 billion from Silicon Valley Bank in a single day.
What exactly happened, and what role did social media play in the collapse of SVB?
Check out our latest podcast episode, where co-host Shaheen Samavati chats with Leigh Dow, CEO of strategic marketing agency 48 West, about what led to the SVB crisis and how their reaction—or non-reaction—could have fueled the rumors.
During their conversation, Shaheen and Leigh talk about what went wrong with SVB’s crisis communication, how they could have reacted and ways that brands can be better prepared for dealing with a crisis on social media—including three lessons we can learn from SVB.
The virality of ChatGPT has shown us the massive potential that AI has for improving business functions—including content creation. While we still believe that humans form an essential part of creating effective content marketing, we can’t ignore what AI writing tools bring to the table. Check out our latest episode, where co-host Shaheen Samavati chats with Marty Englander, an expert in using AI for business processes, about his experience using ChatGPT and other AI writing tools. During their conversation, Marty shares his insights on how businesses can take advantage of AI tools, how to know which ones are worth trying out and why it’s best to start getting familiar with AI tools now.
“You want around a 90/10 split in terms of how much value you’re giving vs. how much you’re trying to sell your services.” In today’s podcast episode, co-host Kyler Canastra chats with freelance marketer, Josh Saxon, about how to use content marketing to get more leads for your business. Tune in for the full conversation as they talk about when to use paid vs. organic content, different types of lead magnets and the importance of tracking your content. Josh also shares his top tip for where brands should start using content marketing to generate qualified leads.
You don’t need industry experts to write high-quality thought leadership content. You need good writers who know how to ask the right questions. In today’s podcast episode, co-hosts Shaheen Samavati and Kyler Canastra chat about sourcing expertise for B2B content creation, particularly for creating thought leadership content in niche industries. Tune in for the full conversation as they share more about VeraContent’s processes for sourcing knowledge and interviewing experts.
With so many moving parts, the key to creating a lot of good content—and being consistent—is having airtight processes. In our latest podcast episode, co-hosts Shaheen Samavati and Kyler Canatra share their experience and insights around developing processes to successfully create content at scale. Tune in to learn more about selecting and evaluating writers, creating solid briefs, setting up content calendars and establishing strong communication and editing processes.
Have you ever thought about writing a book? If your answer is yes, you’ll want to tune into today’s podcast episode. Co-host Shaheen Samavati chats with Stacy Ennis, a best-selling author, book coach and speaker, about the process behind writing a book and how it’s the ultimate form of content marketing. During their conversation, they chat about where to start the book-writing process, how writing a book helps you produce more marketing content and the different options of writing and publishing.
When launching into new international markets, when is it possible to translate existing content, and when do you need to create entirely unique content?
There’s no clear-cut answer, as it really comes down to your business strategy.
For more insights on the topic, tune in to our latest podcast episode, where co-hosts Shaheen Samavati and Kyler Canastra chat about marketing localization, translation and transcreation—including what each process involves, when you need it and when it’s better to create fresh content.
Remote work has been a part of our company culture from the very start of VeraContent in 2016. It’s something that’s worked really well for us and has played a significant role in how we’ve grown our business. Our latest podcast episode features co-hosts Shaheen Samavati and Kyler Canastra sharing their personal experience and insights on managing remote teams. Their conversation touches on the advantages and challenges of virtual work environments, what makes VeraContent successful at remote work and how to build long-lasting relationships with international freelancers, plus a few tips to avoid “virtual burnout.”
“Our company’s name ‘Vera’ comes from the Latin term meaning ‘true,’ as we wanted to get across the high level of rigorousness we put into ensuring that everything we publish is true and accurate.”
We hold high editorial standards on every piece of content we put out—both internally and for our clients. That’s why we’re so obsessed with having documented and structured editorial processes in place.
Check out our latest podcast episode as co-hosts Shaheen Samavati and Kyler Canastra share their insights on the importance of having strong editorial processes for your team to follow. During their conversation, they talk about the level of editing required in corporate marketing, how to uphold high-quality standards and a look into VeraContent’s very own editorial process.
“Automation offers time-saving right off the bat, which is immediately a positive ROI.”
In today’s podcast episode, co-hosts Shaheen Samavati and Kyler Canastra chat with James Scherer, VP of growth sales at Codeless, about automating and streamlining content creation.
Tune in to learn how AI tools can help accelerate your content production, including examples of the tools they use at Codeless.
“Social media platforms are like the motorway to your goals. Your content is the car and paid ads are the fuel.”
In today’s podcast episode, VeraContent’s new head of project management, Joana Aina Sánchez, chats with co-hosts Shaheen Samavati and Kyler Canastra about paid social media campaigns.
Tune in to learn about why all brands—big and small—should consider investing in paid social ads and what type of content works best on each platform.
In our latest podcast episode, Kyler Canastra chats with our very own senior content editor and community manager, Meag Gardner, about all things creative translation.
Their conversation touches on why more and more brands today need translation services, the most important steps in the translation process, how to translate highly creative texts, why translators should use CAT tools, and much more.
When launching a global social media strategy, how do you know which regions and content to focus on? Can you repurpose your content, or should it all be created from scratch? And how many global social media accounts should you even have?
Check out our latest podcast episode as Kyler Canastra and Shaheen Samavati of VeraContent chat with Adriana Carles, head of content and social media at Ladenzeile, answering all of the above questions—and more!
You can also read a recap of their conversation in this blog post:
Tune in to hear expert tips on how to launch successful global marketing campaigns in this interview with three Lisbon-based content marketers: Kyler Canastra of VeraContent, Mário Costa of MANZ and Allan Formigoni of WeTravel. They stress the importance of understanding your audience’s nuanced language, connecting with locals and finding the right channels to reach them. They also discuss how to adapt your content campaigns to local markets—whether you’re a startup on a tight budget or a global brand with plenty of resources.
“I believe brands are built on content nowadays. You need content as a brand.” Brazil-native Thiago Kiwi has built a career in content, first as a journalist and now as a content marketer. Thiago is also extremely passionate about education and development, having worked for various brands like the London School of Business and Global University Systems. Thiago’s current role as the head of marketing and communications at Headspring, a joint venture by Financial Times and IE University, reflects his love for learning and his dedication to providing educational opportunities to individuals around the globe. Tune in for the full episode as Thiago chats with Kyler Canastra about his career journey, building a brand from scratch and the importance of education and development—plus loads more.
Louise McFetridge’s love for the English language and writing started at school, where she enjoyed writing poetry and stories. She was also a huge fan of magazines, which led her to get a journalism degree. Louise’s passion for writing later transpired into a career in digital marketing, starting as a copywriter and working her way up to her current role as the head of content and digital PR at Greenlight, a full-service digital and commerce agency in London. Tune in for the full interview as Louise chats with Kyler Canastra about her career journey from journalist to digital marketer, plus her tips for managing a team and working with clients.
“Content marketing can be time-consuming, and it can be difficult to make it local and relevant. So you have to have an overall strategy about what you're trying to achieve.” For Lauren Pedersen, CMO at Airthings, that overall strategy is to educate and create awareness around the importance of air quality.
Airthings is a Norwegian-founded manufacturer of radon detectors and indoor air quality monitors—and their main concern is ensuring that people across the world are aware of the concerns around air quality and sustainability.
Tune in for this week’s episode as Kyler Canastra chats with Lauren about her background of working with agency and startup teams, the role of education-based marketing in startups and how she manages her teams, plus loads more!
“Be humble and be close to your customers and colleagues. Listen to people because this is the only way you can be a better human and a better professional.”
In today’s podcast interview, Mário Costa, communications director at MANZ in Portugal, and former brand manager at Metro AG in Germany, shares key tips that he learned while coordinating content campaigns for 26 countries, as well as insights from working at a call center at Vodafone.
Tune in as Mário chats with Kyler Canastra about his career journey, key advice, role models, and much more.
Today’s guest has nearly 15 years of experience marketing a product that we all loveーchocolate! German-native Annika Engelbrecht has held various marketing roles across Europe and Asia at famous chocolate brands Lindt & Sprüngli and Pernigotti. Annika recently switched from chocolate to basketball, as she’s currently helping the Italian basketball team, Pallacanestro Varese, to reposition their brand and build a marketing plan. Tune in for the full episode as Annika chats with Kyler Canastra about her marketing career, the importance of storytelling and positive emotions in selling chocolate and her multicultural experienceーplus loads more.
“It's only scary for the first two months, and then it becomes easy.” If you’re thinking about making a career change to marketing, our latest episode will inspire you to make the jump. Estefania Veira is currently the marketing campaign director for Clyde & Co, a London-based global law firm. But she started her career in the film industry as a screenwriter, editor and distributor in her home country, Argentina. Tune in for the full episode as Estefania chats with Kyler Canastra about her move to London and her journey from film to marketing—including starting her own talent management agency where she ended up developing a passion for marketing.
“People follow people, and in our case, they follow travel experts.” The pandemic has turned the travel industry upside down and, as it’s starting to recover, marketing teams at travel companies have had to find new ways to adapt. For European travel search platform HolidayPirates, they’ve taken on the role of being the “helping hand” for travelers during the pandemic—from sharing up-to-date and accurate news on travel restrictions to sharing their real-life travel experiences with their latest campaign, Pirates on Tour. Tune in for today’s episode on the podcast as Carlo Speth, chief editor of the DACH region for HolidayPirates, chats with Kyler Canastra about travel marketing during the pandemic, how he got into the industry, his style of leadership and insights on the importance of storytelling in marketing.
“The trick as a CMO is not getting in the way and knowing when to let people deliver.” When you’re leading a global team of 70+ higher education marketing experts, trust in your team is pivotal. As the CMO at QS Quacquarelli Symonds, Tim Edwards makes sure to be available as support but to not get in the way of his team. Tune in to our latest episode as Tim chats with Kyler Canastra about his career in higher education marketing, how he still uses his degree in history, ancient languages and religion, how QS has become the most trusted global leader in the higher education sector, as well as his advice for leading a global marketing team.
Euan Brown has an impressive marketing career, having worked with top brands like the BBC, The Walt Disney Company and Coca-Cola. Now Euan is the head of digital and content at Virgin Red, Virgin's new rewards club.
Tune in for the full interview as Euan chats with Kyler Canastra of VeraContent about his 20-year career journey, including working on the Coca-Cola London 2012 Olympic Games campaign and the Share a Coke campaign, among many others.
“Learning has no age. Don’t be afraid of learning from someone older or younger than you are.” For Egypt-native Nermeen Habashy, learning and keeping up with the latest business and marketing developments is part of her daily routine. As the head of content quality and SEO at B.TECH, the largest retailer in Egypt, she’s in charge of leading two teams, both of which focus on creating high-quality content based on their customer and where they are in their buying journey with the brand. Tune in to our latest episode on The Content Mix podcast, as Nermeen chats with Kyler about the importance of high-quality content for SEO and what it’s like to target different markets in the Middle East─plus a great list of resources for learning about SEO!
As a kid, UK-native Stuart Cording was always crazy about electronics and programming. So much so that every year he’d read the 650-page catalog by Maplin Electronics (sadly closed now) and practically memorize all the components by heart.
This passion led Stuart to dedicate his career to technical marketing in the electronics industry, working for large semiconductor vendors such as Texas Instruments (formerly National Semiconductor).
Today, Stuart helps his clients through his own consulting company Stuart Cording, and he’s also a freelance tech journalist who writes regularly for Elektor Magazine and has his own show on LinkedIn #throughthecableroll.
Tune in to our interview with Stuart and Kyler Canastra to learn more about his career as a tech marketing consultant, plus a great list of book recommendations!
This week’s guest on the podcast, Vittoria Gambirasi, has traveled extensively around Europe and worked in various roles from export manager to marketing director (plus a few in between). She also speaks five languages, holds an EMBA and even owns a luxury resort in Croatia (@WeLoveRovinj)!
Tune in as Vittoria chats with Kyler Canastra about her career path, including over 12 years at Nestle, and how she landed her former role as the marketing director at IMD Business School, based in Switzerland.
“Being safe with your content and not taking risks is probably the worst thing you can do.” Today’s guest on the podcast is all about taking risks and creating disruptive content for brands looking to challenge the status quo. London-based Rory McEntee is the brand and marketing director at Gymbox—a fitness company offering London’s most unique exercise classes. Tune in as Rory chats with Kyler about Gymbox’s content marketing philosophy and why they create content that aims to entertain rather than convert sales. Listen to the full episode for more insights on creating disruptive but not offensive content, where Rory gets his inspiration from and his take on the importance of taking risks in your career.
“You have to make content that is digestible for people, even if it's hard and unique data.” This week’s episode on the podcast dives deep into the world of content marketing with Adriana Carles, head of content and social media at Visual Meta. Among the main takeaways that we got from the interview is the importance of respecting the content marketing process and creating content that’s truly relevant. Tune in for the full conversation as Adriana chats with Kyler Canastra about her perspective on content marketing, how she manages a creative team, adapting to living and working in different countries and where she finds her inspiration, among other insightful topics.
Today’s guest on the podcast is all about being courageous, taking risks and letting her passion drive her career. With a background in design and having worked on both the creative agency and client-side of marketing, Hayley Collingswood brings her passion for branding to every project she works on.
Tune in as Hayley chats with Kyler Canastra about her extensive marketing experience along with her current role at travel management company Ventur, taking risks in marketing and the importance of stepping away from work.
In today's interview, we speak with Daniela Klein, content marketing manager at Trusted Shops, a German-based company offering trust-building services to online shops and their customers throughout Europe.
Learn how Trusted Shops use content marketing to foster trust among their audience by educating online shoppers around online shopping security.
Tune in as Kyler Canastra chats with Daniela about the different roles she’s had in content marketing so far, the importance of being flexible, and more about her role at Trusted Shops.
“Don't study marketing, study anything that you're passionate about and then bring that passion to marketing.” Today’s guest on the podcast, Gastón Tourn, is a huge believer in formal education, but only in things that you’re passionate about. With a degree in communications, an MBA in marketing and a master’s degree in creative writing (and another in software engineering in the works), Gastón is no stranger to diversifying his education. In this interview, Gastón chats with Kyler Canastra about his diverse educational and professional background, and how it’s helped him in his marketing career where he is currently the CMO at Appear Here, a global marketplace for retail space.
“Drop perfection. Just keep it simple and get on with it.” For Ant Martland, co-founder and marketing director of Dubai’s leading fitness chain GymNation, this message underpins a lot of what he’s done throughout his successful career. It’s also one of his top pieces of advice—don’t overcomplicate things.
Check out the full conversation with Ant and Kyler Canastra to hear all of his great insights into the world of sports marketing and why giving back to the community is so important.
What’s the best way to optimize your LinkedIn profile and network?
Find out the answer in today’s interview, as expert social seller Oliver S. Bauer from Allianz Global Investors shares solid advice on getting the most out of LinkedIn. Oliver also explains the ins and outs of social selling, as well as how to empower sales teams in today’s digital environment.
Pro tip: Rather than creating so many of your own LinkedIn posts, it’s better to add valuable comments to other people’s posts. And make sure to share a mix of personal and fun content, too—not just business. That’s why they call it social!
Tune in as Oliver and Kyler Canastra chat about the best tools, tips and techniques for LinkedIn and social selling. You won’t want to miss it!
“There is such a thing as good timing, but there’s also such a thing as making excuses. Just do it.”
In today’s interview, agency co-owner and self-proclaimed “digital hustler” Andrea Aldana speaks about her path to becoming an entrepreneur. After working for several marketing agencies and as a freelancer on Upwork, she recently launched her own company, Expulso.
Tune in to this engaging interview as Andrea and Kyler Canastra, who happen to be friends, share their personal stories and sound advice on how to be a successful marketer in today’s world.
”You don't speak to people in Russia like you would to people in Brazil. Everything has to be adapted to local markets, from the content to the channels. And this is what we are after.” Tune in to our recent interview with Paris-based Bertrand Serrano, who speaks with Kyler Canastra about his career as an agency co-owner and now marketing manager at Danone. Highlights include the importance of creating locally relevant content, understanding the fundamentals of marketing, and why keeping an eye on your long-term strategy while delivering short-term results is critical.
In today’s interview, Sorana Duca sits down with Kyler Canastra to share her top insights from over 12 years’ experience in content marketing across Europe and the US. A marketing and PR professional who speaks five languages, Sorana delves into how she ended up focusing on marketing in the charitable sector and became a founding member of the UK-based MarketingKind community, which brings together marketers, brands and causes to create positive change. Tune in as Sorana chats with Kyler about everything from product marketing and localization to why we should use content marketing for the greater good. You won’t want to miss it!
Having grown up in Dubai and worked in London for over a decade, Nilofar has a truly unique perspective on marketing in Europe and the Middle East—from both a consumer and marketer’s point of view.
Tune in to this insightful interview as Nilofar, who’s currently Senior Marketing Manager at Charles Taylor InsureTech, sits down with Kyler Canastra of VeraContent to share her firsthand experiences and advice with others in the industry.
Nilofar also stresses the importance of strategizing your social media marketing campaigns in advance, choosing the right platform for your business, and not being afraid to test different ideas.
“Success is a habit—nobody is successful just by talent.” According to Davide Pagliaro, global marketing expert with 20 years’ experience, you need to have a true passion for what you do and a structured routine if you want to be successful in your career and your life. Tune in to today’s insightful interview as Italy-based Davide sits down with Kyler Canastra to discuss content marketing in the medical device industry, having worked for Johnson & Johnson, Baxter and now Merit Medical. Davide also speaks about the benefits of living and working abroad, key tips for industry professionals, and why cooking is a great way to relieve stress.
If you want to get closer to your audience, then you need to regionalize your content.
And working with local influencers is one of the most effective ways to do so, according to Amsterdam-based Livia Gonçalves, who has been working in international marketing, with a focus on fashion, for over a decade in her native Brazil and in Europe.
Livia was PR & Communications Manager at Crocs EMEA before landing her current role as Global Marketing Manager at Scotch & Soda.
Tune in to today’s interview as Livia chats with Kyler Canastra about the best ways to lead teams, build buzz around your brand, collaborate with people across disciplines, and reach regional audiences.
Making a real impact on practitioners’ daily lives is the most rewarding part of André da Silveira’s job.
As EMEA Senior Product Marketing Manager at GE Healthcare Digital, André explains how the company’s content and digital solutions provide value to their target audience, which should always be our ultimate goal as content marketers.
Tune in to today’s podcast interview as André sits down with Kyler Canastra to also discuss why all marketers should understand value proposition design, outcome-based marketing, and how to make PowerPoints correctly.
If you want your content to reach the right audience, SEO alone isn’t enough. Search engine optimization is only effective when it’s incorporated into great content that’s displayed on a great website. That's why collaboration among SEO specialists, content creators and web developers is key to successful content marketing.
In this week’s episode, Jake Peterson, SEO specialist at Atiba, shares with Kyler G. Canastra his best practices for SEO and provides valuable advice for those looking to take their web content to the next level.
“We live in a world where a lot of things happen at scale, especially in marketing and sales. And it’s very easy to forget who's on the other side—people turn into numbers instead of being actual people.” Tune in to today’s episode featuring Jeroen Corthout, co-founder of Salesflare, who sits down with Kyler G. Canastra to discuss the importance of focusing on the end user in any marketing or sales campaign. Learn how Jeroen and his team fine-tuned their content marketing strategy to help Salesflare become a leading CRM solution for startups worldwide.
Mickael Bensassi, marketing manager at greatcontent in Berlin, and Vikrant Agrawal, one of the organization’s co-CEOs, both started working together at the beginning of the COVID-19 pandemic. Combining their experience in marketing and business development, the duo have been integral in the success of greatcontent’s online platform, which provides users with a talent database of 30,000 linguists working all over the world.
In today’s episode, Mickael and Vikrant join Kyler Canastra to discuss the importance of creating content that is more than just SEO keywords, and how companies and brands need to engage their audiences with content that is worthwhile. They also explain why it’s essential to have the right team behind your content—especially linguists who live and work in your target market.
“It's not only a marketer's job to project the voice of the company externally, but also internally; you've got to enable your teams on what the latest programs are going on.”
Listen in as Rob McGlanaghy sits down with Kyler Canastra to discuss the importance of a human-centered approach to marketing campaigns, and how this is essential to his work at TIBCO. Rob also shares a few of his personal hacks to increase productivity and motivate his team members to push themselves and learn together!
Do you want to go back to the office? Or do you prefer working from home? These are questions that you should really ask yourself, according to Maya Middlemiss, author and founder of Healthy Happy Homeworking. Just because things are opening back up again doesn’t mean that commuting and office life are ideal for everyone. Take this opportunity to think about what you want—whether that means working from a co-working space, your living room or a new city! Tune in to today’s interview as Maya chats with Shaheen Samavati about setting boundaries to make remote-work life enjoyable and sustainable, plus the future of the workplace and exciting shifts in society.
“The best stories come from speaking with other people,” says Avinash Srivastava, product and content marketing specialist at global fintech enterprise SaaS company HighRadius. In today’s episode, Avinash joins Shaheen Samavati to talk about the most important things he’s learned throughout his journey in marketing—especially when it comes to telling great stories and leveraging those from others. Avinash also offers tips for navigating the challenges of marketing when you’re not physically located in the markets you’re working in, plus great advice for those just breaking into the industry.
“Work for places that build you up and build confidence.” This is just one of the many pieces of advice that Natalia Bochenska, senior strategic marketing manager at Somo Global, offers to fellow marketers in today’s interview.
Tune in as Natalia sits down with Shaheen Samavati to discuss why Somo has been repeatedly awarded as one of the best workplaces across both the UK and the US, how she helped create the company’s tone of voice guide, the benefits of creating content that brings value, and more!
“Just have fun and have a cool story.”
That’s just one of Hristos Fleturis’ many YouTube marketing tips you’ll hear in today’s interview.
As former global social media manager at Red Bull and now digital marketing manager for Scott Sports’ bike division, Hristos stresses the importance of enjoying the process of content creation and telling stories for your audience—and don’t get too caught up in the algorithm.
Tune in as Hristos shares with Shaheen Samavati inspiring takeaways from his years of marketing experience and working across Europe, as well as the importance of balancing work with what you love doing.
Do you ever feel isolated as a B2B marketer? You’re not alone, according to Alex Price. That’s why he created FINITE, a global community for B2B tech marketers to connect with their peers, seek advice, and combat the unique challenges they face in the industry.
In today's episode of The Content Mix, Alex tells Shaheen Samavati how he built FINITE, in addition to his other digital agencies, 93digital and 93x. Alex also shares great insights into the benefits of using WordPress for B2B companies.
In today’s podcast episode, Sabina Bonaiuti, EMEA Campaign Marketing Manager at Adobe, chats with Shaheen Samavati about campaign marketing in the tech world. Listen in as Sabina tells us how she got into marketing and what she’s learned throughout her career, having previously worked at Google, Bazaarvoice and Kuoni Global Travel. Sabina offers valuable tips for aspiring marketers, such as how to sensibly prioritize work, maintain patience and, most importantly, be bold!
Marketing is like a puzzle and fitting all the pieces together can be overwhelming at times. That’s why marketing consultant Joana Veiga Ferreira suggests taking things one step at a time. Get your website right, get your content right, and get your name out there. Then everything else will follow.
If you’re looking to grow your online presence, don’t miss today’s episode as Joana sits down with Shaheen Samavati to share her insights on digital marketing, SEO, website building, and much more.
Have you ever worked at a startup? In today's interview, Natalie Binns from ecommerce email marketing and SMS startup, Omnisend, joins us to talk about her role as the company’s senior director of demand generation. Tune in as Natalie gives us a glimpse into what it’s like working in the fast-paced world of startups and details the ins and outs of demand generation marketing.
“The only constant in life is change" – Heraclitus.
Carlos Werner is someone who is very familiar with change.
Today on the podcast, Carlos joins Shaheen Samavati to discuss his role as EMEA marketing director for global building materials company, Assa Abloy. Tune in as Carlos and Shaheen talk about shifting trends in marketing, adapting to digital events and why great content is the foundation of trust between a company and its clients.
“Jargon is more than just lazy; it’s marketing air pollution. I call it Jargon-Monoxide Poisoning.” – Kathy Klotz-Guest
Today on the podcast, Gabriela Orellana joins us to talk about her role as senior marketing and communications manager at the Barcelona-based fintech and telecommunications company, fonYou. Tune in as she talks to Shaheen Samavati about the tricks to keeping audiences engaged and interested. Pro tip: The less jargon, the better.
Think social media is just for certain brands or people?
According to Ricardo Pereira from FRICON, it’s for everyone.
Tune in to today’s episode as Ricardo joins Shaheen Samavati to explain why social media is vital for every brand, regardless of the industry.
Find out how his company has benefited enormously from their newfound social media presence, plus how they’re conquering the hurdles presented by COVID-19.
Do you consider yourself a good public speaker? Anyone can become one, according to Harriet Patience-Davies, storytelling coach and founder of Patience-Davies Consulting.
In today’s episode, Harriet joins Shaheen Samavati to discuss the art of great communication and explain why narrative and storytelling are key when it comes to connecting with audiences on stage.
Don’t miss as Harriet offers great tips for improving your storytelling craft, plus easy-to-follow tactics for finding your unique voice and eliminating the anxieties around public speaking.
How has traveling or living abroad influenced your life today?
For Elena Atanasova, it’s influenced the way she thinks, communicates, works—and more.
Today on the podcast, Elena joins Shaheen Samavati to talk about her 15+ years in the marketing industry and how her experiences living in various countries—from the US to Europe to India—have made her a more sensitive and sensible marketer.
Tune in to the full episode for all of Elena’s insights into B2B marketing, social media strategy and content creation.
Have you ever thought about starting your own podcast? Then take the plunge, according to Tiffany Hart and Tanya Garma, creators of GrowGetters, a weekly podcast and multi-platform brand offering advice for advancing in your career and expanding your business.
Today on the podcast, Tiffany and Tanya join Shaheen Samavati to talk about how they created their podcast from the ground up on a shoestring budget, and offer guidance to others looking to do the same.
Don’t miss all of their fantastic advice when it comes to getting started and finding success in the podcasting world—without spending a fortune.
Irina Cardos joins us today to talk about her role as global marketing communications manager for ABB, the Switzerland-based global technology giant. Tune in as Irina speaks with Shaheen Samavati about the importance of case studies in the B2B sphere and how they can benefit your business. Irina also shares her opinions on the acceleration of digital marketing due to COVID-19 and how she makes sure the content for ABB resonates in the 100+ markets they work in around the world.
The value of localization cannot be overstated, and Sharon Cronin knows this firsthand. As marketing manager at Schneider Electric for Ireland, Sharon’s role entails making sure nothing slips through the cracks when it comes to creating ideal content for the Irish market.
Today on the podcast, Sharon joins Shaheen Samavati to chat about the importance of localization and what makes the Irish market unique. Tune in to the full episode to hear all of her great advice and insights about localization, content creation and digital events.
Are you passionate about your job? For Yasmina Kazitani, waking up for a job she’s passionate about over the last 20 years has made all the difference in her career.
Tune in to today’s episode to hear about Yasmina’s impressive background in marketing, working across the globe and within a wide range of industries, plus her latest venture of becoming a partner at a strategic advisory firm, SKLS Consulting.
Don’t miss her advice on passion in the workplace, staying organized and productive, and her explanation as to why she’s her own source of inspiration.
Social media is constantly evolving. That means our strategies are, too.
Thomas Wakelin joins Shaheen Samavati in today’s episode to talk about his role as social media marketing manager for Microsoft’s UK branch.
Tune in as Thomas shares best practices for optimizing content across today’s top platforms, plus his advice on how to decide between cross-posting content across platforms or creating specific, individual strategies.
There are many debates in the world of marketing, such as working freelance vs. in-house at a marketing agency. Kerry Anderson has done it all—and even created her own consulting company, Indelible Comms.
In today's episode, Kerry speaks with Shaheen Samavati about her decade-long career, as well as what led her to start her own business. Don’t miss Kerry's exciting story, plus her advice for brands when it comes to keeping content consistent and true to your brand.
Don't underestimate the value of an incredibly niche market. That's where the gold dust lies, according to Mark Duffy.
As the digital marketing manager for the EMEA region at Lumenis, Mark’s an expert on reaching specific audiences through tailored campaigns and targeted LinkedIn ads.
Shaheen Samavati interviews Mark in today’s podcast episode, discussing topics such as the benefits of super niche marketing and the acceleration of digital marketing due to COVID-19.
Mark Colgan knows a good match when he sees one. As co-founder and CRO of Speak On Podcasts, he channels his impressive sales and recruitment experience into securing podcast interviews to help his clients fuel their reputations.
Join Mark and Shaheen Samavati in today’s episode of The Content Mix to learn more about the benefits of podcast guesting and his approach when it comes to generating higher-quality leads.
Pro tip: Find the right balance between gated and ungated content!
Did you “accidentally” wind up working in marketing? Today’s podcast guest did—and now he’s a full-fledged marketing master.
Tune in as James Stacey sits down with Shaheen Samavati to chat about the round-about way he broke into the industry, plus everything he’s learned along the way about B2B marketing, from what companies get wrong when it comes to content marketing to why the best content is often the most simple.
Have you got your community’s full attention? Pooja Kanabar from Disciple joins us on the podcast today to chat with Shaheen Samavati about the multiple benefits of using a private community platform and discusses why she thinks Facebook groups have lost their traction.
Tune in as Pooja discusses the importance of buyer personas and the content strategies that Disciple uses to connect with their diverse target audience.
Influencers play a central role in today’s marketing endeavors. Laura Uslar from LVMH Group joins us today to talk about her role as global brand & 360 communications manager for a major cosmetics company.
Tune in as Laura chats with Shaheen Samavati about what it’s really like working with influences (tip: the diva narrative might be a false one depending on who you’re working with!), and the benefit of building long-term relationships with up-and-coming micro influencers who can then become true brand ambassadors.
Listen to today’s full podcast episode to hear more about marketing best practices in the fashion industry as well as appropriately adapting content when localizing across different markets.
When Carlos Cantu first stepped into the job market, Twitter didn’t even exist. Fast forward a few decades, and he now heads the company’s EMEA business marketing team from their Dublin office.
As the Director of Marketing, Carlos is responsible for conveying the value of marketing on Twitter to marketers and agencies, and for taking a leading role in creating the company’s business marketing strategies across the region.
In today’s episode Shaheen Samavati sits down with Carlos to discuss his transition from traditional advertising to B2B marketing, the importance of listening to your audience, and why he believes prioritizing the future—not the present—is key to making career choices.
Age is just a number. This mentality applies not only to people, but also to companies looking to innovate after they’ve already been around for a while.
Today we chat with VTEX’s global head of marketing enablement Jade Lim Maravillas and head of content and brand marketing Bernardo Lemgruber as they exemplify how an established company can still take on an entrepreneurial nature and go down entirely new avenues.
Tune into our second ever multi-guest interview as Shaheen Samavati chats with this duo about their recent evolutions, endeavors and expansions inside their company and across the globe.
Over the last year we’ve mostly lived online. We now study online, order groceries online, and even wait in line online.
Anna Oom from Qmatic, a global leader in customer journey management software, joins us on the podcast today to talk with Shaheen Samavati about how the brand has adapted its queue management and appointment management services to fit the needs of its customers throughout the pandemic.
Tune in as Anna tells us about her interesting journey from chemical engineering to content marketing, and explains why Qmatic is a trustworthy industry leader in customer journey management.
Brand repositioning is no small feat—and today’s podcast guest knows that firsthand.
Today Vibha Thusu joins Shaheen Samavati to chat about her role as marketing communications leader for EMEA at HIMEL and the overhaul the global brand has gone through in recent years, including finding their voice in a digital landscape through the power of great content.
Tune in as Vibha and Shaheen dissect the popular notion of “content is king”—especially when it comes to brand repositioning—plus the power of storytelling and utilizing the right platforms to reach the right audience.
Is it ever too late to learn something new? In today’s episode, Geoffroy de Lestrange sits down with Shaheen Samavati to discuss the importance of leveraging technology to increase customer engagement, plus why he’s refreshing his knowledge of business fundamentals.
Tune in as Geoffroy chats about his seasoned marketing career spanning over two decades, the benefits of country-specific market analysis and how he’s putting his Executive MBA to good use in the workplace.
It doesn’t matter what stage you’re at in your career. When your passions urge you to change your path, you should go for it.
Today on the podcast, Jennifer Montague shares her inspiring story of how she pursued an internship as an adult which led to her current position as director of marketing for Copenhagen-based startup, Dixa.
Tune in as Jennifer talks with Shaheen Samavati about the world of lead generation and data tracking, the importance of prioritizing mental health, and why it’s never too late to be an intern.
Milo Van Boeijen’s bold decision to start his own camper van rental business in the south of France may have seemed a little off-the-wall at the time. But in the end, it worked wonders for his creativity and ultimately opened his eyes to the importance of marketing as a catalyst for sales enablement. Fast forward to today and he’s now the director of marketing for the EMEA/APJ regions at MarkLogic, a leading operational and transactional Enterprise NoSQL database provider with over 2,500 customers worldwide. In today’s episode Shaheen Samavati sits down with Milo to talk about the challenges of managing marketing campaigns for multiple regions and the vital role both sales enablement and local teams play in crafting targeted strategies to improve the company’s bottom line.
Nothing is more exciting than creating something from your own ideas and inspirations.
This entrepreneurial spirit has always been at Elise Duchateau’s core, from initiatives at university to founding marketing departments at two separate companies. Now, as the EMEA marketing director at Nuxeo, Elise channels her momentum into authentic content creation so that her brand communicates meaningfully with the European audience.
Join Elise and Shaheen Samavati on today’s episode of The Content Mix to learn more about Elise’s dynamic career and her advice for building connections through marketing content.
Is your branding consistent across all channels? In today’s interview, Shaheen Samavati sits down with Abigail Cruz from The Hut Group to chat about the power of developing your social media narrative and why jumping on bandwagons and lacking consistency can cost your brand credibility. Tune in as Abigail chats about the power of creating a strong brand narrative, her advice when it comes to standing out in a saturated market, plus what it was like switching jobs in the middle of 2020.
What’s a major marketing lesson you learned last year? In today’s interview, Mark de Bruijn, director of marketing EMEA at Smartly.io, shares how he has learned time and time again—especially last year—why the customer experience is absolutely vital for any brand’s success. He points out the strong connection between content marketing and the customer’s evaluation of his or her experience with any given brand. Tune in as Mark speaks with Shaheen Samavati about the most important skills for modern marketers, how the tone of content is just as impactful as the message, plus why transparency should be the backbone of communication between a brand and its customers.
“Don’t be scared of adapting. Embrace it and have a bit of fun with it.” This great advice comes from Graham Forsyth, director of marketing of EMEA, Australia and New Zealand for global customer engagement software Khoros. After leaving a large company for a startup, he experienced firsthand the empowerment of successfully leading a small organization through the initial growth stages.
In today’s episode of The Content Mix, Shaheen Samavati and Graham chat about the importance of leaning into change and learning from the experience as well as why marketers have an edge if they’re constantly curious.
2020 got off to a pretty rocky start for media expert Alex McNab-Lundbäck when he was made redundant as a result of the economic downturn caused by the pandemic. Thankfully, he quickly found his feet and landed himself an exciting role at Swedish accessible travel startup, Handiscover.
Having worn many hats over the course of his career, Alex now heads up the company’s communications department, and is responsible for developing marketing initiatives and overseeing communication strategy via social media and social networking.
In this interview with Shaheen Samavati, he discusses the benefits of reducing marketing costs through content repurposing, and why he believes there’s never been a better time for budding professionals in the content sphere to step out of the shadows.
How did LinkedIn come up with the creative ideas behind its emotion-evoking campaigns in 2020? In today’s podcast episode, Shaheen Samavati sits down with Zara Easton, one of the masterminds behind the company’s “Working It Out” and “The Front Line” campaigns that highlighted challenges many of us faced and encouraged supporting one another during tough times. As brand marketing manager at LinkedIn, Zara gives a behind-the-scenes look at these campaigns and also discusses her tips for LinkedIn users wishing to enhance their profiles to stand out in a challenging job market.
After a successful stint in journalism, Ignacio Blanco gained a wealth of transferable skills which helped him start a career in marketing, plus the ability to identify the importance of storytelling across industries.
Ignacio is now marketing manager for SFx Smart Manufacturing at Hexagon Manufacturing Intelligence where he is responsible for B2B marketing campaigns, bridging the gap between technicalities and emphasising the story behind branding to relevant customers.
Shaheen Samavati interviews Ignacio in today’s episode, touching on original methods to source and create new content, such as webinars and co-marketing. Moreover, Ignacio provides vital information on tailoring content for specific audiences in the B2B industry.
Virtual meeting fatigue doesn’t equate to the death of digital events. Norwegian video conferencing company Pexip has proven that by tuning into audiences and producing authentic content that resonates with them, demonstrating that you can achieve impressive levels of engagement in any environment.
In today’s interview Carolina Grønsleth, EMEA Marketing Manager at Pexip, discusses the importance of authentic content marketing with Shaheen Samavati and why it needs to be at the forefront of everything—especially now.
Listen in as Carolina talks about creating campaigns that resonate with people beyond just product features, such as Pexip’s guide to supporting remote workers during this difficult time, “Leading in a Changed World”, plus the lessons to be learned from rejection and taking chances.
Christinne Cuyugan is no stranger to the world of apps. After working in Vienna for six years for Runtastic GmbH, one of the leading health and fitness apps, Christinne made the leap to sunny tech-hub Barcelona in early 2020 to work for Drops, a top language learning app, where her work centers around app user acquisition and optimization.
Shaheen Samavati interviews Christinne in today’s podcast episode, touching on app store marketing tips for Google and Apple, and how she prepares for a day at the office as a freelance consultant.
Tune in to hear the full interview as Christinne also discusses the challenges of establishing a growth marketing business in the midst of a pandemic, and why she sees it as a necessary part of the journey.
Martijn van Eerde is senior director of marketing for EMEA and APAC regions at Maui Jim, an optical brand with Hawaiian roots specializing in high quality eyewear and manifesting the "aloha spirit" in their marketing DNA. How has a niche, independent brand managed to compete in a marketplace as crowded as fashion on a global scale and stand out from the competition? Martijn says it comes down to the quality of the product itself and being strategic. "Instead of just doing pure visual advertising we rather look for platforms to tell our story,” he said. Shaheen Samavati interviews Martjin in today’s podcast episode, where he also shares his experience living in Latin America, the US and Europe, and how that’s shaped his perspective on localization and the importance of storytelling in product marketing.
Today on the podcast, Janine Michaels joins us to talk to Shaheen Samavati about her experience as the marketing content manager at Featurespace, a company that specializes in solutions for fraud and financial crime prevention. Hear Janine’s advice, backed by an extensive career in marketing and sales, on implementing effective campaigns in the midst of the COVID-19 pandemic.
Simon Philip Rost transitioned from management consulting to marketing management after completing his MBA. One of the biggest takeaways from consulting was breaking down data and finding insights to make better informed decisions—a skill he applies every day as marketing director for EMEA at GE Healthcare. There he is responsible for the digital health and artificial intelligence portfolio, leveraging data-driven marketing content to create global campaigns. Shaheen Samavati interviews Simon about his career, and touches on how his experience having worked and studied across Europe, North America and Asia, has helped him in his approach to international marketing.
Tom Kerkhof’s passion for sailing unexpectedly led him to the world of social media marketing. When his intimate knowledge of sailing impressed his sailboat rental customers, they offered him a job that combined his people working in the sailboat rental space, he was offered a social marketing job. He’s become a master of all things social marketing ever since. In this interview, Shaheen Samavati asks Tom how marketing has evolved in recent years, how to leverage less polished but extremely authentic, real-time content, how Navico strategically speaks to customers in various parts of the world, and how to be a standout marketing professional.
Coming up with engaging content can be challenging—and even more so when it comes to serious topics. However, according to Jocelyn Chan from web security startup Detectify, content surrounding heavy topics such as cybersecurity can be fun, too. They’ve proven this with their catchy tagline “Go hack yourself” and playful tone peppered throughout their content.
Tune in to today’s episode hosted by Shaheen Samavati to hear all of Jocelyn’s insights when it comes to content creation and working in the world of startups.
From studying in New York to migrating to Israel for over 20 years, Yamit Nissanov gives her global perspective on attribution marketing at AppsFlyer. Yamit discusses creative virtual events including webinars, deminars (virtual product demonstration videos) and newsletters, which she utilized to rapidly digitize virtual events during the pandemic. As senior regional marketing manager for EMEA, Yamit emphasizes the importance of local languages and cultures to Shaheen Samavati for successful localization efforts at AppsFlyer, which has expanded globally from 200 to 1000 employees since 2017.
Someone wise once said: “Creativity is intelligence having fun.” Today’s podcast episode, Flavio Stiffan, echoes that notion. Tune in as Flavio offers valuable techniques to combat creative blocks—especially during the pandemic. Don’t miss as he tells us about his new podcast, The Creative Minds, part of his newly-founded marketing company, Stiffan Consulting, plus his global marketing strategy, and more!
Today on the podcast, Alison Tyrrell offers some valuable tips on how to build marketing experience, from pursuing personal projects to staying informed with books and podcasts. Check out Alison's interview with Shaheen Samavati to hear all about her journey into the marketing world, eventually leading to her current role as global head of content, brand marketing and media at Spark Foundry.
In today's interview, Alaric Moras shares his passion for using data as a springboard for social media marketing strategy. His exciting career of event planning, project management, communications and content management has given him extensive perspective into the power of quantitative data. As a global social media strategist at Dassault Systèmes, Alaric shares his meaningful insights into the multifaceted world of social media marketing and the ever-evolving role of the social media manager.
Leonardo Oliveira literally wrote the book on paid social media campaigns. As senior global brand & media manager at Vodafone, he developed an internal playbook with best practices for each platform. In today’s podcast episode, Leonardo speaks with Shaheen Samavati about how to get the most out of social media advertising, and how to gauge your success with data.
Milan-based Francesco Pastoressa joins us to talk about his role as marketing manager for Italy, Greece and Turkey at WatchGuard Technologies, an ICT security vendor headquartered in Seattle, Washington. Francesco talks about utilizing short videos or vlogs in content marketing and explains how he’s successfully leveraged them in various campaigns.
In particular, Francesco discusses with Shaheen Samavati how he’s used vlogs in a LinkedIn campaign to address the topic of the dangers of being vulnerable to hackers when using an unreliable WiFi connection. He also shares insights on gathering user-generated content, and explains why it’s a great solution for brands seeking to generate engaging content at a low co
Léo Moulinas talks with Shaheen Samavati about what today’s marketers can do to set themselves apart from the crowd. His role as EMEA marketing director at Hays has shown him how recruiters are increasingly seeking marketers with a sharp understanding of data and analytics. Listen in for Léo’s useful tips on navigating the marketing recruiting process, plus much more.
Mauro Paretti had always longed to be part of a company with an international work environment where he could collaborate with people across the globe. After studying marketing in his native Italy, he worked his way up in the industry through roles at companies like HP and CA Technologies. Mauro now works as senior marketing manager and acting EMEA marketing team leader at ServiceMax, a global field service software provider that helps companies keep the world up and running. In this interview, Shaheen Samavati sits down with Mauro to talk about his approach to localizing content for audiences, the interactive projects ServiceMax has developed with the software company CEROS, and how the use of LinkedIn’s new broadcast feature, LinkedIn Live, has helped his company connect more closely with audiences this year.
When Mick Smyth’s band broke up eight years ago, he knew it was time to reinvent himself. He went back to school to study business with a specialization in creative industries, and started his career in marketing in his 30s. It didn’t take long for his employers to recognize his leadership potential, and today he’s senior marketing and communications manager for the EMEA region at global brand strategy, design and experience firm Siegel+Gale. Shaheen Samavati interviews Mick in today’s podcast episode, touching on his unconventional journey and how his experience as a songwriter has influenced his approach to storytelling and helped him throughout his marketing career.
France-based Aline Geffroy speaks with Shaheen Samavati about her role as global social media director for Saint-Gobain, a design, manufacturing and material distribution company. She talks about what it’s like to manage social media for a massive company like Saint-Gobain, which is present in 69 countries. Aline discusses the importance of engaging both internal and external audiences—especially during lockdown, when social media was many employees’ main window into the company. She explains how Saint-Gobain has supported its team during the pandemic and spotlighted “unknown heroes” like the IT workers that have kept its systems up and running. She also discusses the necessity of showing solidarity in marketing, and explains how Saint-Gobain has done so this year. The company has demonstrated solidarity not only in its messaging, but also in its actions; for example, by providing much-needed materials for the victims of the Beirut explosion.
Belgium-based Paola Campo, a self-described “communicator and knowledge enthusiast,” joins Shaheen Samavati to talk about her entrepreneurship journey. After years of working for various companies, she felt something was missing, and decided to take a leap of faith to find out what it was. Paola runs her own business to help other entrepreneurs, solopreneurs, scaleups and startups to fast track their growth. In this interview, she discusses the differences between the corporate world and entrepreneur life, offers advice on creating content strategy and prioritizing focus, and explains why an abundance mindset always beats one of scarcity.
Giulia Perotta discusses her role as regional marketing manager for EMEA and the U.S. at global telecommunications company Wildix. She shares her top tips for working from home and managing a team remotely, including organizing your day in advance and developing a strategy for remote meetings. Giulia also shares her extensive expertise with using LinkedIn for more than just finding a job. She emphasizes the importance of creating LinkedIn content that doesn’t only promote your company, but inspires your audience. She also provides plenty of tips for making the most of this platform to strengthen brand awareness, make connections and more.
Alwi Mohamed Suleiman, founder of Content Market King, talks about his career in marketing—spanning more than a decade. Alwi explains his unique approach to marketing, which involves teaching people skills that they can use forever, not just quick fixes and temporary solutions. Alwi hones in on the importance of helping clients to learn that it’s not about creating perfect content, but rather content that resonates with people. He also delves into the challenges of working with brands, such as convincing clients of the non-monetary value of creating quality content.
Florian Blois speaks with Carlota Pico about his role as regional destination marketing manager for EMEA at the world’s largest B2B travel distributor, Hotelbeds. He explains what it’s like to work in destination marketing, and addresses the challenges (both pre- and post-COVID) of working in the exciting and fast-paced world of travel. Florian talks about navigating cultural nuances, including complications brought about by the lack of face-to-face interactions due to this year’s challenging circumstances. However, he also offers hope for the future, highlighting the initiatives that countries like Thailand are now launching to kickstart tourism in the future.
Rudy Dupuis discusses his role as senior global social media strategist at Clarins, a French luxury skincare and makeup company. He talks about managing the brand’s global platforms and overseeing more than 30 local accounts to make sure they’re aligned with the global strategy. Rudy discusses platforms and features like Instagram and Reels, and how Clarins has been working with influencers to maximize their value. He tells us about how the brand used TikTok to launch a new range of products for younger generations. He also explains the beauty of online learning resources, especially when it comes to emerging tools, trends and tech.
Ana-Maria Banta’s background in psychology has undoubtedly given her unique insight when it comes to understanding the customer experience. In today's episode of The Content Mix podcast, she shares her thoughts with Shaheen Samavati on maintaining virtual connections and talks about her role as marketing manager at Fluke Reliability for the EMEA region, a role she started earlier this year. She also discusses the importance of utilizing Seth Godin’s concept of permission marketing in her content marketing strategy, whereby audiences give permission for their exposure to marketing materials, allowing marketers to build personalized and anticipated content that results in stronger audience engagement.
Today’s podcast guest, Piera Valentina Toniolo, tells us about the ultimate old-school influencer: Estée Lauder. Piera is the regional communications and social media manager for the EMEA region at The Estée Lauder Companies Inc. In this interview she dives into the world of social media influencers and the roles they play in modern marketing. She also highlights her favorite career moments over the years, gives practical advice for working with influencers, and shares the innovative ways her brand has connected with audiences in 2020.
Carlota Pico chats with Enrique Moreno Deckler, a true expert in the world of marketing and branding. Over the past 23 years, Enrique has worked with iconic companies like LaLiga, Telefónica and Sanitas, helping them to totally transform their brand value and communication environments. In this interview he emphasizes the importance of evolving and growing, without losing the authentic essence that sets you apart from the rest. Enrique also discusses some of his main achievements and challenges in past roles, giving us a glimpse into his illustrious career. He explains why constant learning and adaptation are essential for success in the marketing industry—especially in today’s constantly changing business world—and shares some of his greatest sources of personal and professional inspiration.
Paris-based Patrick Neyret speaks with Carlota Pico about his role as Danone’s global director of Purposeful Brands and Marketing Transformation. Danone is a 25-billion-dollar company with a portfolio of over 100 brands consumed around the world, including essential dairy and plant-based goods, waters and specialized nutrition. Patrick discusses the company’s vision, “One Planet. One Health,” and touches on its idea of “Entreprise à Mission”—the need to focus not only on shareholders, but also on other stakeholders. He also talks about the importance of a compelling brand purpose, plus why leadership, openness and empathy are fundamental aspects of success.
Jaime Lee speaks with Carlota Pico about her career path and her current role as head of content strategy at AdRoll, a one-stop digital marketing and growth marketing platform. Jaime shares her tips on digging into customer data in order to better understand a given audience’s needs, pain points and desired solutions. She stresses that it’s imperative to understand what value you can offer consumers—especially those who have lost interest and who you want to return. From utilizing Google Analytics and surveys to partnering with other entities that have valuable data and resources, Jaime offers several effective strategies for obtaining customer data.
Carlota Pico interviews Victoria Yasinetskaya, chief marketing officer at PagoFX, an international money transfer app. Victoria explains the challenges of launching a new product during lockdown this past spring, and how her company pivoted to digital press conferences and creative content solutions. She also discusses the intricacies of marketing a money transfer app in several countries with different currencies, customer needs and data protection rules, and provides valuable advice for fintech marketing in general. In addition, Victoria discusses her book Alphas & Omegas: The Power of Feminine Traits in Business, which she co-wrote with Mercè Brey. Published in both English and Spanish, the book is based on nearly 100 interviews about how feminine traits are a vital attribute for both women and men. It explores the concept of inclusive leadership in the modern world.
Carlota Pico speaks with South-Africa based Keshia Solomons to discuss her former role as social media manager at Treger Brands, plus her latest project: Madi Mei Communications. Keshia offers tips for engagement on social media, touching on the importance of creating conversations that go both ways; the conversion of loyal customers into brand ambassadors; and the necessity of developing fresh and relevant content. Keshia also voices her support for the recent phenomenon of brands speaking out on social issues, and proclaims her admiration for those that have taken bold stances. She offers inspiring words about 2020, suggesting we embrace the silver linings and find time to reflect on what matters, reevaluate our goals and work toward them with the time we have now.
Carlota Pico speaks with Teodora Takacs, EMEA marketing director at Emerson Professional Tools, a global manufacturing company that’s part of Emerson. Teodora talks about how identifying potential leads, knowing your customer and understanding human behavior can improve your brand’s marketing. She stresses the fact that despite cultural and linguistic differences, we’re all much more alike than we think. She also emphasizes the importance of focusing on what really matters and creating solutions that serve audiences’ needs, instead of just following the trends.