The Whole Marketer podcast: Recent Episodes
Abigail Dixon
Welcome to The Whole Marketer podcast. Our host Abigail Dixon, Founder and Director of Labyrinth Marketing, is here to support and empower the Marketers behind the brands and businesses, step change your growth. In each podcast, she along with her subject matter expert guest, will discuss a key skill; technical, soft and personal development and understanding needed to grow, you, the marketer for today's challenging yet fulfilling profession.
Episode #136. This episode is a personal understanding topic for working parents to help you gain fulfilment in your life as a whole - navigating the reality of being both a marketer and a parent and what you can do to balance both worlds when work and home life collide.
Joining Abby is her guest Rachel Morris, an Exec business coach, co-founder of Motion Learning and best-selling author of ‘Working Mother’, a book inspired by Rachel’s decades of expertise and practice coaching new parents as they leave and return to work.
In this episode, Rachel shares her definition of working parents, challenges faced particularly by mothers, insights on setting boundaries, self-care, and the emotional struggles during transitions like maternity leave.
Plus Rachel’s advice for working parents.
00:00:00 Welcome and challenges faced by Working Parents.
00:02:21 What is a Working Parent?
00:04:01 Rachel's motivation for writing ‘Working Mother’ book.
00:09:46 Common emotional patterns experienced by working parents.
00:10:41 Overwhelm during maternity leave preparation.
00:12:40 Fear and anxiety in new parenthood.
00:16:58 Challenges of returning to work.
00:20:21 Why you should set boundaries.
00:25:54 Understanding what gives you energy.
00:32:53 Empowerment to gain clarity and direction.
00:37:17 Finding fulfilment to gain balance.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: - Rachel Morris MNCIP, PCC - | 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
Episode #135. Today’s topic is a technical skill on copywriting and its critical role in driving action and building brand trust.
Joining Abby to discuss is seasoned copywriter Dave Harland aka the Word Man. A naturally entertaining storyteller, over the past two decades Dave has built a notable career in persuasive writing that captures attention for brands such as Google, Jaguar, Tesco and Castor. He is a regular speaker at industry events and also has a LinkedIn following of almost 100k people who enjoy his witty stories - particularly leading scammers down rabbit holes and challenging bad actors on the internet.
In this episode Dave shares his definition of copywriting, 3 effective copywriting principles, when brands get it wrong, empathy for your audience, copywriting tips and brand success stories.
Plus Dave’s career highs and lows and advice for marketers.
00:00 Welcome and why the art of copywriting is so important for marketers.
05:44 How being entertaining converts consumers into loyal fans.
07:52 Ryanair excels at self-deprecating, entertaining branding.
13:16 Brands misuse clichés and jargon which impacts consumer engagement.
18:56 Empathy is crucial for effective copywriting skills.
22:20 Knowing what is interesting to your audience.
26:50 How to improve your writing skills.
31:37 How Dave turned a career low into university writing opportunity.
36:46 Dave’s career high and advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Dave Harland | 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
Episode #134. Today’s topic is Agency Partnerships – what makes a great client-agency relationship and perspective from both sides of the fence.
Joining Abby to discuss is Richard Robinson, awarded "One of the ten most influential Leaders in Digital & Tech" (BIMA) and Campaign A-List 2024. Richard is highly experienced in the client (McDonalds, Coca-Cola) and agency (Publicis Worldwide) world and as an intermediary for both at Xeim Engage and Oystercatchers. In his latest role as Executive Director of Ingenuity+ and Exco member of The Ingenuity Group, UK's largest connector of brands with agencies, Richard specialises in connecting the Marketing World.
In this episode Richard shares the two fundamentals of a great agency partner, the role of account handling, all agency ‘rules of engagement’, quality of briefing, plus insight from Ingenuity+ ‘Redefining the pitch’ report and why Richard is excited about the future of his new role.
Read a copy of Ingenuity+ report mentioned in this episode: Ingenuity + Redefining The Pitch (ingenuitylondon.com)
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Richard Robinson🔥 | LinkedIn
This episode is sponsored by House of Performance
Need to up your game in PPC, Paid Social or Display?
House of Performance are a team of passionate marketeers growing ambitious brands through paid media.
For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer
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
Episode #133. Strategy is the technical skill explored in this episode, with a lens on simplifying the process to ensure marketers have not only the vision and clarity for where you want to take your brand or business, but also ensuring you have the actionable plan to get you there.
Discussing simplified strategy is Abby’s guest, Alice Benham - entrepreneur, business & marketing strategist and fellow podcaster as host of ‘Starting the conversation’ podcast. Alice works with small businesses to grow their brands online and recently published her book ‘The Digital Marketing playbook’.
In this episode Alice shares her definition of strategy, ensuring strategy is actionable, simplifying the process in 3 steps, the buyer’s journey, content as value, push and pull, urgency & scarcity and examples of small businesses successfully building their brand online.
Plus Alice shares her career highs and lows and advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Alice Benham | LinkedIn
This episode is sponsored by House of Performance
Need to up your game in PPC, Paid Social or Display?
House of Performance are a team of passionate marketeers growing ambitious brands through paid media.
For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer
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
Episode #132. The focus of this episode is wellness for marketers, and the importance of prioritising your wellbeing not only for your health but to also ensure you have the energy to thrive in our fast-paced and challenging – yet rewarding - profession.
Abby’s guest to discuss wellness is EY’s Chief Marketing Officer, Rebecca Hirst. Rebecca is an award-winning marketer who has worked on some of the biggest global brands including Samsung, Coca-Cola and Kimberly-Clark. This topic of ‘wellness’ is a particular passion point for Rebecca as, alongside her marketing career, she has a post grad in Nutrition and historically even set up a health coaching business to help other marketers and highflyers to incorporate wellness into their day-to-day.
In this episode, Rebecca shares her definition of wellness, rest and restore for marketers, her own journey to setting up ‘Glorious Wellness’ and practical tips for real world wellness and how you can role model this for others.
Plus her career highs and lows and advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Rebecca Hirst | LinkedIn
This episode is sponsored by House of Performance
Need to up your game in PPC, Paid Social or Display?
House of Performance are a team of passionate marketeers growing ambitious brands through paid media.
For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer
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
Episode #131. Today’s episode is a personal understanding topic on finding your ideal role; looking beyond the job title for a role that plays to your strengths and values and is fulfilling for you.
Joining Abby to discuss ideal roles and shining a light on hiring practices in the marketing is profession is Lauren Spearman. Lauren is a seasoned marketing professional with over 17 years of experience with brands such as Sky, Benefit Cosmetics and MADE.com. Now thriving as a freelance Brand Consultant, Lauren uses her growing platform on TikTok to champion pay transparency and improved recruitment practices in the marketing industry through her candid insights and advocacy efforts.
In this episode, Lauren shares her definition of an ideal role, green and red flags hiring practices, salary transparency, interview tasks, advice for hiring managers, giving and receiving feedback when job searching. Plus career highs and lows.
Download your free workbook on how to find your ideal role here Resources and free support - The Whole Marketer
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Lauren Spearman | LinkedIn
This episode is sponsored by House of Performance
Need to up your game in PPC, Paid Social or Display?
House of Performance are a team of passionate marketeers growing ambitious brands through paid media.
For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer
Episode #130. Season 8 begins with a soft skill on being human and the importance of ‘humanness’ particularly for marketing leaders - being authentic, honest and open in order to build relationships with your team and connect more deeply with your customers and consumers.
Joining Abby is Dom Dwight, former Marketing Director and now Director of strategy, insight, product innovation and diversification for Taylors of Harrogate – best known for Yorkshire Tea, the UK’s number one tea brand.
In this episode, Dom shares his marketer’s definition of being human, humanness for brands and marketers, the role of AI to free up space for marketers to be more human, vulnerability and imperfections, leadership learnings and psychological safety for marketing teams and agencies. Plus Dom’s career highs and lows.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Dom Dwight | LinkedIn
This episode is sponsored by House of Performance
Need to up your game in PPC, Paid Social or Display?
House of Performance are a team of passionate marketeers growing ambitious brands through paid media.
For a free mini audit, get in touch with the team at https://houseofperformance.co.uk/wholemarketer
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
Episode #129. Understanding grief is the topic of this episode, an area of personal understanding to support ourselves but also others in our care that may be experiencing grief.
*Trigger warning: This episode contains discussion around bereavement and loss of a child.
A complex and personal process, grief is the intense feeling of loss of someone or something which can manifest physically, mentally and emotionally.
Abby’s guest is Lucy Hudson, Managing Director of McCaan Birmingham which is part of McCaan Central, the UK’s largest marketing communications integrated agency. Lucy is a WACL Talent Award Winner, mentor and founding member of The Margot Collective, McCaan World group’s first female-led consulting collective.
After losing her daughter Poppy to a brain tumour, Lucy is dedicated to talking and writing about the effects of grief, particularly in the workplace.
In this episode, Lucy shares her definition of grief and how it becomes a part of you, the impact bereavement has in the workplace, companies making admin and return to work easier, ‘pre-grief’ and understanding all the elements of loss (finance, identity, career, your own health). Plus practical advice for employers to support colleagues.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Lucy Hudson | 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
Episode #128. The Burnout Miniseries ep5 – The last episode in our mini-series on burnout shares the story of an agency marketer who, following her experience of extreme burnout, uses the power of breathwork, meditation and wellbeing to help and prevent burnout in others.
Abby’s guest is Briony Gunson, mindset coach, wellbeing trainer, meditation teacher and breathworker. Passionate about supporting people in managing stress, anxiety and burnout, some of Briony’s corporate clients include NHS, EY, Santander, Lloyds bank, We Work and Freemasons.
In this episode, Briony shares her definition and experience of burnout, listening to your mind and body system, processing trauma, safe spaces, slowing down feeling uncomfortable and power of breathing and techniques.
Plus her advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Briony Gunson | 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
Episode #127. The Burnout Miniseries ep4 – We’re continuing our focus on burnout and how together, we can raise awareness to prevent it and support each other in our challenging yet rewarding marketing profession.
Abby’s guest is Senior Reporter for Marketing Week, Molly Innes. Molly has been researching burnout for the past two years having written many articles about it and is passionate about marketers’ careers, ways of working and recruitment.
In this episode, Molly shares how she began highlighting burnout, factors that her research identified can led to burnout, being ‘addicted’ to high performance and recognition, stories of unhealthy culture and burnout effecting women.
Plus her advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Molly Innes | 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
Episode #126. The Burnout Miniseries ep3 – The third episode in our burnout series, raising awareness to the physical, mental and emotional exhaustion that prolonged stress in our profession that cause – and what we can do about it.
This episode highlights burnout from a leadership perspective and the pressure to become other people’s version of a leader, not your authentic self.
Sharing their first-hand experience is Abby’s guest, Rowan Morrison. An experienced agency-side leader, Rowan is co-founder and co-MD of Rationale, a strategic marketing communications agency. Alongside her role she coaches women in innovation-led businesses.
In this episode, Rowan shares her definition of burnout, her story of burnout accumulating over a year, target-driven stress, the effect of stress on her health, conflict in leadership expectations, boundaries and her processes to empower those in her agency to prevent burnout.
Plus her advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Rowan Morrison | LinkedIn
This episode is sponsored by Tracksuit
This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working?
Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics.
Visit www.gotracksuit.com to start your always-on brand tracking journey.
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
Episode #125. The Burnout Miniseries ep2 – Continuing our focus on burnout, this episode discusses the experience of a high-achieving marketer who went through burnout and their reflections on preventing it again - for themselves and others in the future.
Abby’s guest is Alan Trice, an experienced and passionate senior marketer, having held Head of and Director-level roles within retail, entertainment, sports, lifestyle and fashion organisations such as Puma, Diesel, Coach, IMG, Screwfix and Clarks. Alan currently holds a NED position at the prestigious Mount Kelly school and is a Marketing Society member.
In this episode, Alan shares his analogy of burnout, his experience of how burnout manifested, the lead up over 18months, spotting the signs and how he looks after his wellbeing to prevent in the future.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Alan Trice | LinkedIn
This episode is sponsored by Tracksuit
This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working?
Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics.
Visit gotracksuit.com to start your always-on brand tracking journey.
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
Episode #124. The Burnout Miniseries ep1 – Understanding burnout through a scientific lens is the focus of this episode, shining a light on the signs of burnout and how it physically and mentally manifests, as we see a rise in unsustainable stress amongst our profession.
Burnout is a topic that Abby is passionate about addressing and a fundamental part of burnout prevention is linked to the ‘personal understanding’ pillar or the whole marketer philosophy – the greater we know and understand ourselves, the better we can spot the signs in ourselves and others when we’re starting to burnout.
Discussing the science behind burnout is Abby’s guest expert Dr Fiona Crichton, VP of behavioural science at Groov, the workplace science platform on a mission to help 100 million people feel and perform better.
In this episode, Dr Fiona shares her definition of true burnout, measuring burnout through cortisol, predictors of burnout, 5 Bs for burnout prevention, burnout vs depression and how leaders can support teams.
Plus her advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Dr Fiona Crichton | LinkedIn
This episode is sponsored by Tracksuit
This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working?
Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics.
Visit gotracksuit.com to start your always-on brand tracking journey.
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
Episode #123. This episode is leadership skill on empowerment – a fundamental pillar of the Whole Marketer approach in order to create a wave of successful and fulfilled marketers.
Adopting empowerment as a leadership style means building the belief and confidence in the marketers in your care; giving them the clarity, control and confidence to make decisions independently, so they can contribute to and achieve goals.
Abby’s guest expert is Ellie Norman, a trailblazing marketing leader and Chief Communication Officer at Manchester United. Prior to this, Ellie’s roles included Virgin Media and Formula 1, where she was part of the exec team who grew it’s fanbase and share price. She is also NED at The Marketing Society and a Marketing Academy Fellow.
In this episode, Ellie shares her definition of empowerment, clear communications for your team, her reflections on her own leadership style, coaching skills, benefits of empowerment and how to set the culture in a new role.
Plus her career highs and lows and advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Ellie (Tory) Norman | LinkedIn
This episode is sponsored by Tracksuit
This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working?
Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics.
Visit gotracksuit.com to start your always-on brand tracking journey.
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
Episode #122. Representation is the topic discussed in this episode, a skill for all marketers to ensure we are connecting and communicating with different people, groups and communities to truly reflect the world around us.
Joining Abby is her guest Nishma Patel Robb, Founder of Glittersphere, ex Senior Director of Brand and Reputation Marketing at Google UK. As a Founder, Speaker, Podcaster, President of WACL and fellowships with IPA and The Marketing Society, Nishma is on a mission to make our world as representative as it can be so all different types of people can be seen and accepted.
In this episode, Nishma shares her definition of representation, why it’s important, commercial benefits, social responsibility for marketers, curiosity, culture fit vs culture add, tips for discovering different people and cultures and going against the algorithm.
Plus her career highs and lows and advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Nishma Patel Robb | LinkedIn
This episode is sponsored by Tracksuit
This episode is brought to you by Tracksuit, the beautiful, affordable, and always-on-brand tracking dashboard that helps marketers answer - is what we're doing working?
Making brand tracking accessible and easy to understand, Tracksuit data gives you full visibility on your brand health metrics.
Visit gotracksuit.com to start your always-on brand tracking journey.
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
Episode #121. Today’s episode is a technical skill on psychological biases, where we’ll discuss the patterns found in decision-making that marketers can use to better understand their customers and consumers biases and how we can address them and work with them.
Abby’s guest expert is Richard Shotton, author of bestselling and award-winning book The Choice Factory and founder of Astroten, a consultancy that applies findings from behavioural science to improve marketing, working with brands such as Google, Mondelez and Meta. In Richard’s latest book ‘The Illusion of Choice’ he highlights 16 and ½ key biases that influence the way we buy.
In this episode, Richard shares his definition of psychological biases, 3 reasons why knowing this helps marketers, test and control experiments with examples, and frameworks to help marketers get started.
Plus his career highs and lows and advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Richard Shotton | LinkedIn
This episode is sponsored by Stickybeak
It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market
Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.
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
Episode #120. This episode is a leadership topic on Impact and the methodology of an impactful leader.
Creating impact is an important skill for marketers as so much of our role is about creating a positive effect and influence i.e. impact, both internally with stakeholders and externally with our markets, customers and consumers.
Abby is joined by Scott Morrison, Founder, Speaker, Author and NED. Scott is an experienced client-side and agency-side marketer at businesses including Diesel, Levi’s, Activision, W&K and Saatchi & Saatchi. As founder of The Boom, Scott works with ambitious leaders who want to create impact with pace with his Unblock, Unlock and Unleash approach to create movement and “business unusual”.
In this episode, Scott shares his definition of impactful leadership, positive disruption, boom and bust mindset, leadership fundamentals and barriers that prevent impactful leadership. Plus his career highs and lows (including an experience with Nelson Mandela) and advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Scott Morrison FRSA | LinkedIn
This episode is sponsored by Stickybeak
It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market
Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.
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
Episode #119. Gaining buy-in is the soft skill, leadership and personal understanding topic of today’s podcast.
Gaining buy-in is a critical skill for marketers, particularly as marketing moves from a support function to one leading the long-term commercial agenda – gaining buy-in and alignment on our strategy and vision is imperative to gain support, investment and resource from the Board to bring these plans to life.
Joining Abby to discuss how marketers approach gaining buy-in is Rachael Wheatley, MD of Watertight Business Thinking. As a strategist, planner, trainer, mentor and coach with 35 years in the marketing profession, Rachael is passionate about marketing-centred business transformation.
In this episode, Rachael shares her definition of buy-in (both for the marketing function and for individuals), the 2 key challenges marketers need to overcome and finding allies. Plus Rachael’s career highs and lows and advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Rachael Wheatley | LinkedIn
This episode is sponsored by Stickybeak
It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market
Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.
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
Episode #118. Today’s episode is on challenger brands and the skills, behaviours and mindset marketers of challenger brands need to succeed.
Challenger brands – whether created by a corporate or a start-up – aims to disrupt an existing category by satisfying a consumer need that’s not currently being met. Commonly challenger brands seen as the ‘underdog’ have greater constraints like budgets and resources meaning marketers need to be harness their strengths, creativity, agility and risk adversity to thrive.
Abby’s guest expert to discuss is Lucky Saint’s Marketing and eCommerce Director, Kerttu Inkeroinen, awarded Marketing Week’s Top 100 Most Effective Marketers 2023 and recently won Brand of the Year at the Marketing Society awards.
In this episode Kerttu shares the differences in culture and marketing skills between established vs challenger brands, insight into where her brand focuses and how they play to their strengths. Plus Kerttu’s career highs and lows and advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Kerttu Inkeroinen | LinkedIn
This episode is sponsored by Stickybeak
It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market
Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.
Episode #117. Inclusive leadership is the topic of this episode, featuring returning guest David McQueen who has recently released his book Brave Leadership: Better Decisions for Inclusive Leadership.
David is a respected international speaker, executive coach, board facilitator and podcaster, passionate about helping others to explore how best leadership can work for them and their organisations.
In this episode, David discusses important issues for inclusive leadership, awareness of who is impacted and influenced by your decisions, systemic leadership, cultural shifts and his advice for marketers.
Plus the principle of his book, written through the lens of a coach giving the reader the tools and models in order to make leadership choices.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: david mcqueen | LinkedIn
This episode is sponsored by Stickybeak
It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market
Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.
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
Episode #116. Season 7 returns with a new topic – responsiveness AKA acting with pace.
A key skill for marketers in our ever-changing industry, being able to act quickly and positively enables brands and businesses to capitalise on trends, relevancy and react to customer needs.
Abby’s guest expert is Anna Henwood, who has previously led global marketing as CMO of Les Mills International and now as CEO of Stickybeak, is passionate about giving marketers a platform for affordable, real-time feedback on their marketing activity so they can act with pace.
In this episode, Anna shares her definition of responsiveness, getting information quickly to make decisions, benefits of a responsive culture, growth mindset, and curiosity and safety to speak up.
Plus, Anna shares her experience of responding to lockdown whilst at Les Mills, her career highs and lows and her advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Anna Henwood | LinkedIn
Stickybeak: Overview | LinkedIn
Stickybeak (@stickybeak__) • Instagram photos and videos
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #115. Marketing Effectiveness is the technical skill in this episode, exploring the importance and ability to demonstrate the impact of your marketing activity to the business.
Joining Abby – to discuss one of her favourite topics – is Dr Grace Kite, award-winning founder of data analytic consultants, Magic Numbers. Dr Grace is a speaker, Marketing Week columnist and business economist who supports and coaches marketers on what works in marketing, to help their businesses grow.
In this episode, Dr Grace shares her definition of marketing effectiveness, misunderstanding metrics and digital dashboards, categories and targeting, and research findings on what makes a great effectiveness programme. She also shares her career highs and lows and advice for marketers.
Plus, Abby and Dr Grace discuss training on marketing effectiveness and the merits of group training so that marketing teams are all speaking the same language. For further information on Whole Marketer training programmes, visit Whole Marketer Training Courses Programmes - The Whole Marketer
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Dr Grace Kite | 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
Episode #114. The personal understanding topic discussed in this episode is work/life balance, which can significantly impact our wellbeing and our sense of fulfilment in our career and lives as a whole.
A good work/life balance means having the clarity on all the things that are important in your life, then actively making the time for them, especially for the things that energise you – or fill up your cup - both inside and outside of work.
Joining Abby to discuss how you can work towards a work/life balance is Katie Martin, Head of Marketing Excellence at Innocent drinks, who has a passion for what makes people tick and is a mentor, certified with Insights Discovery and a mental health first aider.
In this episode, Katie shares how she visualises the work-life balance, harmony when things are out of your control, self-compassion, open communication in the workplace and being willing to ask for help.
Plus the work/life culture at Innocent and career highs and lows.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Katie (White) Martin | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #113. The focus of this episode is self-identity, an area of personal understanding that can help you lead a more fulfilling life when you have greater awareness of who you are and your place in the world.
In the workplace, gaining clarity on your self identity can be a journey of discovery as you understand your personality, leadership style, how you show up and also develop a sense of belonging within a team or organisation.
Joining Abby to discuss self-identity is Bronwen Foster-Butler, who is passionate about personal development and is Chief Marketing Officer for British B-CORP outdoor surf brand Finisterre - having previously worked at Burberry, Lulu Lemon and PANGAIA.
In this episode, Bronwen shares what is a sense of self, why it’s important in the workplace for you and your teams, and fixed and flexible values. Plus, as well as career highs and lows, Bronwen shares her past experiences and the effect her return from maternity leave and leadership style had on her journey of self-identity.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Bronwen Foster-Butler | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #112. Brand Partnerships is the technical skill discussed in this episode – specifically the power of brand partnerships to drive societal change.
Joining Abby to discuss this topic is Beth Reeve, Senior Group Brand Manager Northern Europe for Colgate, who leads the hugely impactful brand partnership between Colgate and Change Please (a social enterprise coffee brand helping people living with homelessness.)
Both brands share an authentic purpose to create a healthier future for people, which has led this campaign to not only deservedly win a Cannes Lions Bronze award, but more importantly, the campaign tangibly affects the lives of people every day.
In this episode, Beth shares how the partnership was created, the steps involved to craft the marketing campaign, the ways the brand and its resources could help others, and her 3 key tips for using your brand to help address societal issues.
Plus Beth’s career highs and lows and her insightful advice for marketers of tomorrow.
Watch the campaign video here Driving For Change (colgate.com)
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Beth Reeve | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #111. Our first episode of 2024 is Strengths – a key area of personal understanding, which we can use to increase your fulfilment and energise you as a marketer.
When we know our strengths, we can be intentional in taking ownership of our strengths, to ensure we are using our strengths (that we also enjoy) inside and outside of work, to continue to build our confidence, motivate and energise us, which will lead to greater fulfilment.
Joining Abby to discuss strengths is Sean Hall, CEO Energx and a leadership researcher, TedX speaker and Global Marketing Academy lecturer. Sean partners with brands such as Meta, Unilever, Diageo, Google, Wall Street Journal and more, to help leaders to enhance the wellbeing of their employees, “leaving them more well than when they found them”.
In this episode, Sean discusses strengths, curiosity for your wellbeing, comparing yourself to others, assessing your strengths and why it’s so important for you and others around you to have this self-awareness.
Plus Sean shares his experience of burnout and his advice for marketers of tomorrow.
You can take the assessment mentioned in this episode here http://thewholemarketer.pro.viasurvey.org
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Sean Hall | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #110. This episode explores a technical area of latest thinking for marketers - 3 Dimensional marketing.
3D marketing is a fast moving, integrated communication approach that encompasses agile, test and learn ways of working in order to maximise a big idea or marketing assets. The 3 dimensional aspect comes from all marketing comms channels working cohesively to deepen and enrichen a brand story – and continue to build momentum afterwards – rather than working in silos.
To discuss, Abby is joined by Ben Carter, Global Chief Customer and Marketing Officer of CarWow, whose previous role included BetFair, Not On The High Street and Just Eat. Ben also has Chair and Non-exec NFP roles with the Lily Foundation and Women in Football.
In this episode, Ben explains his definition of 3D marketing, when it doesn’t and doesn’t work, the role of agency partners is 3D integrated campaigns and his advice to get started. Plus Ben’s career journey from journalist to marketer and advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Ben Carter | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #109. Business-to-Business marketing and the B2B customer journey is the technical skill explored in this episode.
B2B customer journeys can often been perceived as a Sales funnel. However, this approach is evolving as marketers begin to lead the commercial agenda and understand that today’s journey is series of buyer conversations that are not predictable and require a longer-term relationship.
A leading voice in this area and Abby’s guest expert is Antonia Wade, Global Chief Marketing Officer at PwC. Antonia is one of Marketing Week’s top100 marketers and author of ‘Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rates and build loyalty’.
In this episode, Antonia shares what today’s B2B journey is (and what it isn’t) and how the B2B buying journey has changed, which she has outlined in her book. She discusses the different phases, measuring success and clues you can look for that a buyer is moving from one stage to another. Plus, what inspired Antonia to write her book and career highs and lows
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Antonia Wade | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #108. Marketing Effectiveness is the focus of this episode and a key technical skill for marketers to define, set, track and review KPIs in order to measure our performance vs our targets but also demonstrate how marketing has contributed to the wider business growth.
As marketing is increasingly leading the commercial agenda, it’s key that we are able to demonstrate the effectiveness of our marketing investment at a strategic, tactical and campaign level and speak the language of finance and the Board, in order to bring key stakeholders with us on our marketing journey.
Abby’s guest to discuss Marketing Effectiveness is Rachel Moss, Head of Marketing Strategy & Media at Camelot, who has played a significant role over the past decade to grow the National Lottery to its best ever brand health.
In this episode, Rachel shares her definition of what makes marketing successful in an organisation, understanding metrics and choosing KPIs – and why you shouldn’t choose a KPI you don’t know how to shift – and the importance of agency partners and inspirational briefing to get better outputs. Plus career highs and lows and advice for marketers
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Rachel Moss | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #107. This episode discusses a technical skill on strategic insight, which is fundamental in building a long-term strategy that drives the commercial agenda.
Strategic insights form the basis of our strategic thinking – as marketers building the brands and businesses of tomorrow, we want to develop a long-term strategy that has the customer wants and needs at its heart. To do this we need access to data and actionable insight that can fuel our choices on markets, consumer needs, macro and micro trends, opportunities and threats, influences and how well we are placed to deliver against those.
To discuss Strategic Insight, Abby is joined by Strategic Insight Director, Febronia Ruocco, a passionate Insights consultant, mentor and Exec Coach who has worked with brands such as Twinings, GSK, Heineken and more.
In this episode Febronia discusses the role of strategic insight, how to get started, objectivity and biases, and working with strategic insight partners. Plus her career highs and lows and advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Febronia Ruocco | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #106. The technical skill explored in this episode is Strategic Thinking -a fundamental skill for marketers to gain clarity on long-term choices and strategic direction in order to unlock the future growth of brands and businesses.
Joining Abby to explore this topic is Zoe Scaman, founder of strategy studio Bodacious, whose career spans across client-side, agency-side and consultancy for brands and businesses such as Nike, Netflix, EA Games, Unilever, Oatly and Mediacom.
In this episode, Zoe defines strategic thinking and some critical questions she asks during the strategic process (but why it’s not a concrete framework). Zoe also shares her views on the marketing industry, why she champions optimism and generalists vs specialists. Plus career highs and lows and advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Zoe Scaman | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #105. The technical topic in this episode is Decision Science and the role it plays in today’s consumer buying behaviour.
Decision Science combines the learnings from neuromarketing, behavioural economics and cognitive, social & evolutionary psychology. It helps us to understand how our brains make our decisions and how marketers can practically apply this to grow the brands and businesses of tomorrow.
Abby is joined by her guest expert, Phil Barden, MD of DECODE marketing ltd and author of 'Decoded. The Science Behind Why We Buy'. Phil started his career client-side for global brands such as Unilever, Diageo and T-Mobile before setting up the UK arm of Decode to leverage decision science to increase marketing effectiveness and brand growth.
In this episode he explains what we now understand about the process for making decisions, busts myths about subconscious purchase behaviour and how to get started if you’re a marketer new to decision science. Plus career highs and lows and advice for marketers.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Phil Barden | 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
Episode #104. Season 6 returns with a leadership topic to support marketers to identify and develop their authentic leadership style.
Abby’s guest in this episode is Gareth Helm, award-winning marketer and author of the Marketing Leader’s Code: unlock your potential - learn the secrets of successful marketing leadership. His previous roles include Unilever, Innocent Drinks, Bear snacks, Tails.com, Zoopla, as well as Global Chief Marketing Officer for HomeServe. Today Gareth is a NED and Board Advisor for brands such as for Purple Bricks and Higgidy.
In this episode Gareth shares the principles and inspiration behind his new book, the 4 types of marketing leaders, the value of assessment and capability and why you should spend time building relationships. Plus Gareth shares his career highs and lows.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Gareth Helm | LinkedIn
The Marketing Leader's Code: Unlock your potential - Learn the secrets of successful marketing leadership: Amazon.co.uk: Helm, Gareth, Helm, Sophie: 9781908770318: Books
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #103. This topic is both a leadership skill and area of personal understanding – it’s high stakes, high performance leadership.
High performing teams go hand-in-hand with high performing leaders, so in order to get the best out of others, you should start with your own holistic skills – particularly personal understanding – to understand your own drivers, beliefs and definition of success, to increase your effectiveness and fulfilment.
Discussing this with Abby is Sally Henderson, a high stakes leadership mentor. With over 23 years of experience, Sally works with senior C-suite executives from brands like Nestlé, NatWest, and Coca Cola and her structured leadership programme “The Real Method” makes the best better so individuals can achieve meaningful leadership impact and legacy.
In this episode, Sally shares her definition of high performance, what gets in the way of being a great high-performance leader and understanding your personal and professional identity and boundaries. Plus her career highs and lows.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Sally Henderson | 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
Episode #102. ‘Brave leadership’ is the topic discussed in this episode, exploring the practicalities and challenges of developing a leadership style to become the authentic leader that you want/need to be.
Joining Abby in this episode is Abby’s friend and mentor, David McQueen; Executive coach, international speaker, founder and multiple non-exec advisory roles, some of his clients include Facebook, Lloyds, Sky, HSBC, BMW and Barnados. As host of the ‘Brave Leadership’ podcast, David is passionate about developing leaders to embrace responsibility and make brave decisions.
In this episode, David shares his definition of leadership, how to navigate key leadership challenges like conflict, his ‘BRAVE’ model for great leadership and how to realistically get started. Plus career highs and lows and advice for marketers.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: david mcqueen | 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
Host Takeover Special - Episode #101. Continuing our milestone celebrations of recording 100 episodes, this special episode turns the tables and features a guest HOST to ask Abby the questions.
Joining Abby in this episode is Jon Evans, fellow marketing podcaster and host of the popular ‘Uncensored CMO’ podcast. As well as a columnist and speaker, Jon is Chief Customer Officer at System 1, the world leading advertising effectiveness agency.
In this episode, Jon asks Abby to reflect on the past 100 episodes, the inspiration behind the Whole Marketer and what the future holds for the next 100. Plus Abby’s career highs and lows and her one piece of advice for marketers to grow the brands and businesses of tomorrow.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Jon Evans | 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
SPECIAL LIVE Episode #100. This episode is also available as a video recording, please visit https://thewholemarketer.com/free-resources/
We’re celebrating our milestone 100th episode with a very special podcast that was recorded in front of a live audience at The Whole Marketer Live Event.
Joining Abby on stage is legendary marketer and returning guest Daryl Fielding, who has worked on some of the biggest brands and campaigns in client-side and agency roles; now an author and speaker with Board and Trustee roles, including Chair of Marketing Academy Foundation.
In this episode, Daryl shared her thinking behind Dove's iconic 'Real Beauty' campaign, the skills she believes marketers today need to possess and her lessons learned throughout her marketing career.
We hope you enjoy this episode. Thank you to everyone who has listened, liked and shared over the past 100 episodes. Our aim when creating them is always with you in mind... to support and empower marketers to develop holistically for a successful and fulfilling marketing career and life as a whole.
For more resources and information on Abby’s keynote speaking, training and coaching programmes, visit www.thewholemarketer.com
Episode #99. ‘Winning hearts and minds’ is the holistic topic discussed in this episode, focusing on internal comms and the skills needed to obtain buy-in from colleagues and senior stakeholders.
In order to be the voice of the consumer, driving insight-led innovation across the business, we need to gain support and alignment with cross-functional teams and stakeholders by winning their hearts and minds (minds = the rational reason to do something, hearts = the inspiration to believe in and want to do something).
Joining Abby is marketing expert Ruth Saunders, author of "Marketing in the Boardroom - Winning the Hearts and Minds of the Board". Having worked across a multitude of B2C and B2B industries including Mars, P&G, Saatchi & Saatchi and McKinsey, Ruth helps clients develop and implement innovative marketing strategies that deliver tangible business growth AND get Board buy-in.
In this episode Ruth outlines her advice for involving colleagues in change and problem-solving, the importance of understanding business context and timing, and her tried-and-tested 3 meeting approach to gaining alignment. Plus, Ruth shares her career highs and lows.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Ruth Saunders | 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
Episode #98. An area of personal understanding that also influences your soft and leadership skills, this episode’s focus is Confidence.
Have you ever been told to be more confident or wanted to develop your confidence but not sure exactly how? We explore what are the components of developing confidence and the skills you can develop to trust, accept and respect yourself.
Abby’s guest is senior marketer and certified leadership & career coach Jennifer Spurr, who’s 20 year experience includes working with household brands Cadburys, Philadelphia, Heinz, Radox and Brylcream. She takes a holistic, evidence-based approach to coaching, focusing on the whole person to unlock their full potential and power.
In this episode Jennifer explains her 3 components of confidence: curiosity, self-compassion and courage, and how to get started building these skillsets. Plus, her career highs and lows, and her advice for marketers of tomorrow.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Jennifer Spurr | 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
Episode #97. ‘Heart-led career choices’ is the personal understanding topic covered in this episode.
Abby believes that having technical, soft and leadership skills is only part of what makes a holistic marketer… to be successful and fulfilled in our career and life as a whole, we need to develop our personal understanding in order to make informed choices aligned to our passion, values and purpose, so that our career and life is happening for us, not to us.
Joining Abby on this episode is Rania Robinson to discuss the heart-led choices she has made in her career and where her passion for these choices comes from.
Rania is CEO and partner of Quiet Storm, a purpose-led, employee-owned London creative agency. She is also a passionate D&I advocate as President of WACL (Women in Advertising and Communications) and Director at Create Not Hate. A leading voice in the marketing industry, Rania has recently been awarded IPAs iList most influential role models, Campaign’s Top 3 Trailblazers 2021 and featured in their 40 over 40 list 2022.
In this episode, Rania shares her story, from early childhood experience to first jobs and career highs and lows, that have all led her to pursue passions and make choices for a fulfilling career and life as a whole. Plus, Rania shares her advice for marketers of tomorrow.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Rania (Haggag) Robinson | 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
Episode #96. ‘Dealing with difficult conversations’ is the personal understanding topic covered in this episode.
As marketers, communication and collaboration is absolutely fundamental but from time to time we may find ourselves in difficult situations and conversations as we champion the voice of the consumer within the business, deal with cross-functional teams and suppliers, or manage stakeholders internally and externally.
Having these conflicting or uncomfortable conversations (e.g. providing feedback, performance reviews, managing conflict etc) can be stressful, so this episode covers how to approach and feel empowered going into them.
Abby's guest is Ann-Marie Barlow, an Organisational Change coach and consultant, working with leaders, HR and business owners to improve organisational health and effectiveness, often prompted by periods of change or uncertainty.
In this episode Ann-Marie shares her thoughts on where conflict may come from, setting boundaries, being authentic and awareness of your ‘shadow side’.
Plus two-way conversations as a partnership and her advice for marketers.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Ann-Marie Barlow | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #95. This episode discusses Marketing Leadership with returning guest Pete Markey, CMO Boots.
Since Pete last spoke to Abby in Season 1 almost two years ago, he has gone on to join the UK’s leading health, beauty and wellness retailer as Chief Marketing Officer of Boots in UK and ROI. Whilst also being a leading voice in the marketing community as Advertising Association’s Front Foot Network Chair, ISBA Vice President, Marketing Week Top 100, Campaign Power 100, and Fellow of the Marketing Society, Marketing Academy & CIM.
In this episode, Pete shares his approach to leadership, his journey since joining Boots and the insight behind their renewed strategy.
Plus, his personal reflections of growth since starting this role, giving others learning opportunities and why networking is so important.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Pete Markey | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #94. ‘Brands’ is the technical skill in this episode and features advice from one of the marketing profession’s finest brand builders, on how to create an enduring brand in today’s competitive landscape.
Abby’s guest is legendary marketer and lovely human Daryl Fielding, best known as the architect behind Dove’s 'Real Beauty' campaign, but also other iconic campaigns for brands such as Vodafone, Cadbury and Vauxhall.
Daryl’s career includes agency and client-side roles as well as more recent Board and Trustee roles plus as the CEO of The Marketing Academy Foundation, she supports young people from tough socio-economic backgrounds the opportunity to start a career in marketing. Also a speaker and author, Daryl’s book – The Brand Book – combines both brand strategy and brand execution to marketers in a practical and accessible way.
In this episode, Daryl shares the role that brands play in today’s businesses, the importance of standing out, creating an enduring brand and why spending time on brand strategy is a help not a hindrance.
Plus Daryl’s career highs and lows.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Daryl Fielding | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #93. This episode discusses a technical skill and an area of latest thinking – neuromarketing.
Neuromarketing is the scientific study of the brain and nervous system (neuroscience) applied to all aspects of marketing in order to better understand human behaviour e.g. buying habits, motivations, emotions, purchasing decisions, product innovation etc.
Abby’s guest expert is Katie Hart who has studied psychology for over 30 years and recently completed her Masters in Applied Neuroscience. Katie is passionate about making sure the benefits of neuromarketing are accessible to all, working with entrepreneurs, SMEs and charities, as well as leading corporations such as Lloyds and Unilever.
In this episode Katie shares the latest approaches within neuromarketing and their pros and cons, as well as practical advice on how to get started bringing neuromarketing into your organisation.
Plus Katie’s career highs and lows.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Katie Hart MSc | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #92. The holistic topic discussed in this episode is finding balance in work and life aka ‘Slow the Fu%k down’.
This episode is a reminder that whilst marketing is a fast-paced, challenging yet change-making and rewarding profession, it is only one part of our lives as a whole and we need to be able to recognise signs of burn out and re-evaluate priorities if the overwhelm from our marketing role is becoming too much.
Abby's guest sharing her story is Emma Harris, founder and chief of brand consultancy agency Glow London. Emma previously spent 10 years leading growth at Eurostar and is a trustee for Marketing Academy Foundation as well as passionate about mentoring.
A health crisis in 2022 led Emma to spread the message to those in our profession to slow down and make choices to look after yourself.
Emma shares her terrifying health scare plus her view on our industry’s risk of burnout, managing thoughts from reality and the power of manifesting.
Plus her advice for marketers and career highs and lows.
Please note this episode contains explicit language.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Emma Harris | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #91. The personal understanding topic in this episode is career choices and finding fulfilment in your role.
Part of the Whole Marketer philosophy is developing your personal understanding – your values, your why, strengths, self-awareness, overcoming limiting beliefs – so that you can create a marketing career and life as a whole that is personal and fulfilling to you.
By gaining clarity on these areas, you can make purposeful and intentional choices on the projects you do, the role you’re in and the organisations that you work for, so that your career is happening for you, not to you.
Joining Abby is award-winning board-level leader, Annabel Venner, consultant and Non-Exec Director who shares her experience and career choices working for brands such as Coca-Cola and Hiscox. Plus her advice for marketers and career highs and lows.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Annabel Venner | 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
Episode #90. ‘No Bullsht Leadership’ is topic of this episode, based on the #1 book by Abby’s guest, Chris Hirst. Winner of Business Book of the Year Award 2020 and Financial Times* Business Book of the Month, Chris’ approach is based on over a decade of experience as former CEO of agencies Havas Creative and Grey London.
Chris has written this book to de-mystify leadership so that it is not just for the chosen C-suite elite… He believes anyone can - and should - learn leadership skills, whether they lead 4 people or 40,000.
In this episode, Chris shares how he defines leadership, the power of culture and the impact of the leader in individual teams. Plus career highs and lows.
Please note this episode contains explicit language.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Chris Hirst | 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
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Episode #89. Entrepreneurial leadership is the topic explored in this episode – how leaders in medium-sized or corporate businesses can harness the mindset, agility and skills of an entrepreneur, in order to scale growth.
Joining Abby to discuss the qualities of an entrepreneurial leader is Claire Koryczan, Founder of Imagine Beyond, which supports leaders to strengthen their entrepreneurial leadership and personal understanding.
In this episode, Claire shares her 12 qualities of an entrepreneurial leader, the power of curiosity and how you can use an entrepreneurial leadership style to energise and empower the development of your people.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Claire Koryczan | 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
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Episode #88. Series 5! We’re kicking off this new season with a technical skill – brand transformation - but when approached with a Whole Marketer mindset, a true brand transformation requires holistic skills, as we know creating a plan on paper is one thing and successfully leading and delivering it is quite another.
Brand transformation is when a brand goes through significant change in order to regain, strengthen or accelerate its growth. It requires vision, bravery, conviction and buy-in from across the whole organisation - from strategy to operations, culture and tactics.
Abby is joined by guest expert Andrew Geoghegan who is 1 year into his position as Chief Marketing Transformation Officer at PZ Cussons. Previously Andrew was Global Consumer Planning Director at Diageo and has been recognised as one of Marketing Week’s leading FMCG marketers in their annual Top100 list.
Andrew shares his journey so far to turnaround the brands in his guardianship, his approach to transformations and on a personal level what he has learned about himself in this new chapter.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Andrew Geoghegan | 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
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Episode #87. Menopause is the focus of this episode – it’s an area of personal understanding, not just for our own understanding but it’s also important to gain greater understanding and empathy for our colleagues and those in our care.
Menopause is a natural part of a women’s life when she stops having her period, commonly from the ages of 45 although it can be earlier. Perimenopause is the stage prior to the menopause and both phases can impact a woman emotionally, psychologically and her physical health as her body adjusts to the changes in hormones and functions.
Joining Abby is leading retail marketer Claire Farrant, Marketing Director at Lidl GB. Together with her team, Claire has helped to grow Lidl’s UK share by 3 points in her time at the retailer; she has been selected numerous times within Campaign’s Power 100 and loves to support, mentor and inspire others in the industry.
In this episode, Claire openly and bravely shares her personal history of menopause from her mother and her own experience. She discusses the importance of supporting women’s mental health as well physical health, managing and taking control of symptoms in the workplace and being transparent with your team.
Plus career highs and lows and advice for marketers. Disclaimer: The host and guest featured in this episode are not medical professionals and it is not a substitute for professional medical advice from qualified healthcare practitioners.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Claire Farrant | 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
Episode #86. This episode discusses the impact of ageism in marketing - both externally for our customers and consumers, but also internally in the workplace.
Ageism is categorising or stereotyping people based on their age that has a negative outcome – either misrepresentation or not being represented at all. In a study*, 88% of over-55s said they feel unhappy about the way advertising treats them – not only is this a missed commercial opportunity but we have a responsibility to shift perceptions for a more respectful and inclusive society as a whole.
Abby’s guest is Nicky Bullard, Group Chief Creative Officer for MullenLowe Group UK and a creative powerhouse for the advertising industry. Nicky was named as one of Ad Age’s Leading Women of Europe, had featured in the Financial Times HERoes List 3 times, was recently featured in Campaign’s Top 20 Creatives and was just named Campaign’s Agency Leader of The Year for Customer Engagement.
In this episode, Nicky shares why she is so passionate about challenging the representation of over 50s, missed commercial opportunities and the impact of stock imagery and casting for stereotypes. Plus Nicky’s career highs and lows.
*The Invisible Powerhouse report mentioned in this episode can be download here: https://www.mullenlowegroupuk.com/report/the-invisible-powerhouse-report
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Nicky Bullard | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #85. Workstyle is the topic in this episode – the revolution of flexible working and the freedom to choose when and where you work. Not only for yourself but how to empower those in your care to be autonomous and work to their full potential.
To discuss this topic, Abby’s guests are recent Sunday Times Bestsellers Alex Hirst and Lizzie Penny. As well as co-authoring ‘Workstyle: A revolution for wellbeing, productivity and society’ they have put their principles into practice with their agency Hoxby – a purpose-led marketing organisation that attracts global talent and diverse thinking through their flexible workstyle approach.
In this episode, Alex and Lizzie share their philosophy behind workstyle, the benefits to society and organisations, trust-based culture and how to get started on your workstyle.
Plus advice for marketers of tomorrow.
Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guests: The Workstyle Revolution: Overview | 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
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Episode #84. This topic is Inclusive Marketing and the impact that marketing to a diverse audience can have for your organisation and society as a whole.
As marketers, we have the power to be change-makers; influencing what society thinks, feels and does, but we also have the responsibility that comes with it. Inclusive Marketing means developing empathy and being open to continuous learning and listening in order to build deep-rooted connections with all our consumers.
Abby’s guest expert on this topic is Jerry Daykin, Head of Global Media at Beam Suntory. An experienced marketing leader for brands such as GSK, Diageo and Cadbury, Jerry is passionate about diversity and inclusivity and has published a new book Inclusive Marketing: Why representation matters to your customer and your brand.
In this episode, Jerry shares why he believes inclusive marketing and diversity in your team is important, how more progressive advertising representing gender, race, LGBT and class can drive better performance, and his 4 phase framework featured in his book. Plus career highs and lows, and advice for marketers of tomorrow.
Host: Abigail Dixon Abigail (Abby) Dixon FCIM/ICF | LinkedIn
Guest: Jerry Daykin Jerry Daykin | LinkedIn
Inclusive Marketing: Why Representation Matters to Your Customers and Your Brand: Amazon.co.uk: Daykin, Jerry: 9781398607316: Books
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
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Episode #83. ‘Purpose for organisations’ is the holistic skill for marketers explored in this episode.
Purpose is the reason for a brand or organisation to exist beyond making money – evoking an emotional response from your consumers, benefitting all of your stakeholders and providing a higher reason or cause to contribute to society as a whole.
Abby’s guest is strategic marketing consultant, author and founder of The Agency of the Future, Paul Skinner. Through his consultancy work and other social ventures such as co-founding Marketing Kind, Paul champions purpose and using marketing as a force for good.
In this episode, Paul discusses purpose for enterprises, which is the focus of his new book – The Purpose Upgrade: Change your business to save the world, change the world to save your business.
Paul shares why purpose is so important to our human nature, the benefit of defining, reviewing and upgrading your purpose and the need for marketers to create meaningful purpose for all stakeholders of your organisation.
Plus Paul shares his advice for marketers. More information about Paul’s book can be found here The Purpose Upgrade by Paul Skinner
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
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Episode #82. Today’s episode is a technical skill - Promotional Marketing.
Promotional marketing is a powerful tool aimed to influence a purchasing transaction, often at a point of purchase. Many of us associate it with traditional, short-term sales promotion techniques such as coupons, prize draws, on-pack promotions... but many brands today are applying it more creatively to create meaningful brand building events, experiences, user-generated content and long-term campaigns.
Joining Abby is her guest award-winning, promotional marketing expert Andrew Rae. Working with clients including Air BnB, Ferrero, Mondelez, Molson Coors and Ocado, Andrew’s previous roles include MD of the IPM before starting his own agency Another Way.
In this episode, Andrew shares how promotional marketing has evolved to create brand connections on a more personal level. He discusses why promotional marketing shouldn’t be the last part of an integrated campaign and examples of how it can build more long-term engagement.
Plus Andrew’s career highs and lows and advice for marketers approaching a recession.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail Dixon FCIM/ICF | LinkedIn
Guest: Andrew Rae | 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
Episode #81. ‘Setbacks’ is the personal understanding topic featured in this episode.
Setbacks are events and experiences that can occur at any point in our lives, that throw us off course at the time, and even though they happen to all of us, they can affect us in different ways; whether that’s our confidence, outlook, perspective, relationships or performance at work etc.
Having the understanding and resilience to process, learn and grow from these setbacks is a great skill for marketers, in our challenging yet rewarding industry.
Returning to the podcast is previous guest from episode 45, Sara Tate. Sara left her role as CEO of TBWA last year, to pursue a role as a consultant and leadership coach and also co-authored her book The Rebuilders: Going from setback and comeback in business and beyond.
In this episode, Abby and Sara discuss some of the tools and frameworks covered in her book to deal with setbacks and practical advice on managing and accepting change.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail Dixon FCIM/ICF | LinkedIn
Guest: Sara Tate | LinkedIn
The Rebuilders: Going from Setback to Comeback in Business and Beyond eBook : Tate, Sara, Vogt, Anna: Amazon.co.uk: Books
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
Episode #80. Marketing competencies is the topic featured in this episode; a topic we’ve covered previously but we believe it’s important to hear different perspectives from leading marketers across a broad range of sectors.
Abby’s guest in this episode is Raj Kumar who brings his wealth of marketing experience from the financial services & tech industries. Raj’s previous roles include Experian, Nokia and Siemens and during his time in his most recent CMO role at Aviva, Raj’s leadership has been recognised through many awards, including Campaign’s Top 10 Marketers 2021 and Power 100 List 2021, and Marketing Week’s top 100 marketers 2021.
In this episode, Raj discusses the role of marketers and how the skillset has changed (and in some ways lost its way) over the past 20 years. He shares his most important skillsets for marketers, tips for creating a culture of support and development for his teams as we all his career highs and lows.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail Dixon FCIM/ICF | LinkedIn
Guest: Raj Kumar | 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
Episode #79. ‘Life by design’ is this episode’s personal understanding topic for marketers and entrepreneurs. For Abby, life by design means actively making choices on how you live your life – your work, projects and past-times – so that your life is happening for you, not to you.
Joining Abby is her guest Jodie Cook; entrepreneur, athlete and author, whose experience founding and selling her agency led her to write The Ten Year Career, a four-step process by which entrepreneurs can map their journey and plan their next move.
In this episode, Jodie shares some great exercises to get you thinking about how to prioritise and filter what’s important, what gives and drains your energy and acknowledging our biases that can prevent our growth mindset. Plus, Jodie explains her four-step entrepreneurial process and her career highs and lows.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host: Abigail Dixon FCIM/ICF | LinkedIn
Guest: Jodie Cook | 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 about training programmes, coaching, workshops and clarity for leaders, go to www.thewholemarketer.com
Episode #78. This episode discusses Social Legacy for marketers and being intentional with our choices in order to live a purposeful life.
Social legacy is the impact your presence has on others (and the world) around you, when you give back to society or champion a particular cause. As individuals, marketers and leaders of change, it is utilising what we have personally and/or in the organisation that we work, to benefit society and causes that we are passionate about, which also helps us to gain fulfilment personally and for those within the organisation.
Abby’s remarkable guest to discuss social legacy is Emily Chang, CEO of McCann Worldgroup China. An accomplished marketer and leader, Emily’s previous roles include Apple, Procter & Gamble, InterContinental Hotels Group Greater China, as well as CMO of Starbucks China. Emily was recently awarded ‘Women to Watch Greater China’ by Campaign Asia and has published best-selling book The Spare Room, which is also the topic of her first TEDx talk.
In this inspirational episode, Emily shares how you can determine your own social legacy, clarity on your cause, feeling comfortable with asking for help, and living your maximum life that leaves people and circumstances better than you’ve found them.
Host: Abigail Dixon
Guest: Emily Chang. Visit www.social-legacy.com to learn more about the book, read weekly blogs, and buy the book (also on amazon/walmart) @thespareroom.emilychang on Instagram and Facebook
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #77. The role of marketing capabilities is the focus of this episode, an important topic for marketing leaders and those in their care who need to be continually evolving and abreast of new trends and techniques in our fast-paced industry.
In this episode, Abby and her guest Denise Dewar discuss why marketing capabilities are more than training and upskilling, and how to embed a marketing mindset throughout your whole organisation.
As Global Lead for Marketing Capabilities at Novartis, Denise is responsible for developing strategies and people to become more customer centric.
Denise has 20+ years’ experience in consumer and healthcare, and talks about the difference in marketing across the sectors and what the future of marketing means to her. Plus, the commonalities of successful marketing leaders and Denise’s career highs and lows.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #76. The focus of this episode is goal setting, an area of personal understanding. Goal setting is a valuable tool for marketers, not only to accomplish achievements in your career but for your life as a whole.
To be truly meaningful and fulfilling, the key is that your goals are based on your values, you have clarity on what you’re working towards and that they are connected to your ‘why’.
Discussing goal setting in detail is Abby’s guest Max Hoppy - Co-founder of Bind, a passionate marketer who helps others overcome their fear of speaking and an advocate of setting goals.
In this episode, Max outlines his process for creating goals - both for career and in his personal life – mindset, habits and his goals and progress for this year. Plus his career high and lows
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #75. Growth mindset is the personal understanding topic of this episode.
A growth mindset is about having the positive belief in yourself to learn and develop skills in order to achieve your goals. But it doesn’t happen overnight… those with a growth mindset know that change comes through consistency and hard work, but crucially they believe they CAN do it, even if they can’t do it YET.
Joining Abby to discuss growth mindset for marketers is Bryony Thomas – author, marketing coaching and CEO of Watertight Marketing, a business strategy consultancy.
In this episode, Bryony shares why a growth mindset is important – especially in marketing – being wary of instant gratification getting in the way of incremental progress and how best to apply your marketing qualifications. Plus, Bryony’s career highs and lows and advice for marketers.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #74. The focus of this episode is marketing ecosystems, which essentially is the essence of what your marketing function sets out to do and how you go about doing it.
It’s the sum of the all your internal and external marketing capabilities and how you do things – whether it’s related to your people, your tech platforms, your strategic approach or your culture etc.
Abby’s guest to discuss is George Porteous, Chief Strategy Officer at AAR who has recently created a report in partnership with The Drum: The Marketing Ecosystem Blueprint, on how to create a marketing ecosystem.
In this episode he shares his definition of a good marketing ecosystem, the 4Ps of ecosystems, the role of culture, agency partners and his advice for marketers.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #73. Bravery is the focus of this episode – both a soft skill and an area of personal understanding.
For marketers, bravery is acknowledging and facing into challenges and despite the fear of the unknown, pushing forward with initiatives in the pursuit of positive change and growth. Bravery thrives when we adopt a growth mindset, embracing outcomes as positive wins, or learnings – but never a fail.
Joining Abby to discuss bravery for marketers is Gemma Greaves, ex-Marketing Society CEO, who is driven by making great connections and relationships with great people, through her business Nurture, and as founder of network Cabal, which Abby is a member of.
In this episode, Gemma shares what bravery means to her, being vulnerable, psychological safety and how marketers can show up to inspire bravery amongst others. Plus, Gemma’s career highs and lows and advice for marketers.
Host: Abigail Dixon FCIM/ICF | LinkedIn
Guest: Gemma Greaves | LinkedIn
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #72. Season 4 returns with this episode covering a personal understanding topic – imposter syndrome.
Abby is joined by Rita Clifton CBE, legendary marketer, speaker, writer and practitioner in brand strategy and business leadership. Rita started her career in advertising, becoming Vice Chair and Strategy Director at Saatchi & Saatchi before a series of chair and portfolio non-exec roles including Bupa, Nationwide Building Society, WWF and most recently, John Lewis.
In this episode, Rita discusses how to embrace feelings of imposter syndrome and harness it to give you extra drive, which she writes about in her latest book ‘Love your imposter: be your best self, flaws and all’. Plus, stories of her lived experience in her past roles and career highs and lows. Not to be missed!
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #71. Our third in a special series on ‘Burnout’, this episode focuses on another passionate marketer’s story of their experience and recovery from burnout.
Abby is joined by Emma Bisset, ex agency-side marketer now working in a rewarding third sector (charity) role as Marketing Officer at Age Scotland.
In this episode, Emma shares her experience of burnout, the work/life balance that led to it and some internal reflection on her personality drivers that led to her pursuit of perfectionism. Plus, her tips for ensuring we factor time for rest and re-energise, in our challenging yet rewarding industry.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #70. The second in our special series on ‘Burnout’, this episode focuses on a marketer’s experience of burnout, what they’ve learned and practical advice on keeping balance and energy when you feel burnout creeping up.
Abby’s guest expert is Kyrsten Halley, a passionate Marketing Director, experienced in working on healthier brands including Ryvita and Samworth Brothers’ new plant-based brand The Flavourists.
In this episode, Kyrsten shares her experience of burnout, tips that helped her recovery and relatable and relevant advice to fellow marketers to look after ourselves in our fast-paced industry.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #69. You asked and we listened… today’s topic is much requested from our listeners – it’s ‘burnout’. Unfortunately, burnout in the marketing industry is not uncommon, which is why Abby wanted to dedicate several episodes to this important topic, starting with this episode.
Burnout is the physical or emotional exhaustion that occurs when your body no longer wants to function. It is more extreme than being tired; it is when you have been under such chronic and prolonged stress for too long, that even simple tasks begin to feel impossible.
In this episode, Abby is joined by Maggie Supernova, a former marketer turned Burnout Prevention and Recovery Coach, who specialises in Yin Yoga, Meditation and Mindfulness - which she utilises in her coaching programmes.
Maggie shares her own experience of burnout and how she now helps others as a burnout coach. Plus Maggie shares who is more prone to burnout, understanding where you are in the cycle and what you can do to look after yourself.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #68. Flexible working is this episode’s personal understanding topic for marketers - how we balance work and life, not only for ourselves to make time for all aspect in our lives, but also for those in our care.
Flexible working is the ability to define our working patterns that fit around our life as a whole. Post pandemic, we have proven to many employers that where we work and when, for many, doesn’t reduce our productivity, yet can improve our work-life balance.
Abby’s guest for this episode is Claire Low, Marketing Director at Mondelez, with years of experience on major household brands including Cadbury and Hovis.
Claire shares her own experience of asking for flexible working, when & why to ask for flexible working, and how remote working brought her closer with her team. Plus, career highs and lows and advice for marketers.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #67. Performance Marketing is the technical skill in this episode.
Performance marketing relates to trackable and measurable paid digital campaigns, heavily focused on ROI. Specifically, where you can plan, execute and see the direct conversion, and then use this data to inform future campaigns.
Abby’s guest expert is Kat Sale, co-founder of House of Performance - a consultative agency whose purpose is to help ambitious brands maximise their return on investment through performance marketing (PPC, Paid Social, Display etc).
In this episode, Kat defines and gives great examples of Performance Marketing, where and how to use it, and how you can sync data across the full customer journey. Plus Kat’s personal career highs and lows.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #66. Today’s topic is a soft and technical skill – empathy.
Empathy is building an understanding of another human, an integral skill for marketers, not only to build internal relationships with colleagues and suppliers, but to connect with consumers more emotionally on a deeper level.
Abby’s guest expert to discuss empathy is Mimi Nicklin. Mimi is bestselling author of Softening the Edge and podcast host of Empathy for Breakfast show. Passionate about conscientious leadership throughout her agency and client-side roles, Mimi believes that empathic influence can make a difference in the world of work and society.
Mimi shares why we can all learn empathy – it’s a perspective, not an emotion. Plus, the role of empathy in modern marketing and practical tips for listening, using body language and techniques to understand those around you.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #65. Agency partnerships is the technical and leadership skill for marketers in this episode. Due to the increasing breadth of our role, we really need our agencies to be our partner in developing and executing the long-term strategic plan. But what is the best way of working to ensure your agency is equally invested in success and move away from a supplier relationship?
Gareth Turner is Abby’s guest in this episode. Currently Head of Marketing at Weetabix group, Gareth has almost 25years experience in marketing including for brands such as Bulmers and Arla.
In this episode Gareth shares his experience working with agencies, plus findings from his client-agency survey for best mutually beneficial collaboration, challenge and support.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #64. Advertising is the technical skill discussed in this episode. Advertising style has changed significantly due to technology, our lifestyles and the increased understanding of how the brain works… and even more so since the pandemic as many brands increase their digital presence. But are we becoming less effective and if so, what can we as marketers do to create a greater emotional connection with our consumers?
Joining Abby to discuss is award-winning advertising researching legend, Orlando Wood - Chief Innovation Officer of System 1 Group, IPA Fellow, speaker and author of Lemon and Look Out.
In this episode, Orlando shares his views on effectiveness in advertising, the change in style, appealing to the left or right hemisphere of the brain and how marketers can get it right.
Episode #63. Today’s s episode is focused on Marketing Leadership. Leadership skills include not only the practical side of management (resource, capability frameworks, PDPs etc) but the human side. Today’s marketing leader needs to feel authentic to be yourself but also be the type of leader that is needed by your organisation and those in your care.
Abby’s guest expert is Ian Hepburn, UK Marketing Director for Evergreen Garden Care, and also has a background in FMCG, including Mars, PepsiCo and Kraft foods. Ian is known for balancing the need for results with forward-thinking and developing, caring and challenging the people in his care.
In this episode, Ian discusses the role of marketing leadership, the importance of integrity, his process for building strong teams and career highs and lows.
Episode #62. Loving your work is the personal understanding topic in this episode. Do you love your role and the organisation you’re in? In our challenging yet rewarding industry, where we are increasingly feeling overwhelm, financial accountability and tasked with post-pandemic recovery plan, the answer may not always be ‘yes’…
But what if you could learn skills to increase your love of work? What is the mindset, capabilities, tools, and behaviours to love what you do?
To discuss this, Abby welcomes back guest Ben Renshaw (ep 27) to talk about his latest book LoveWork, co-authored with Sophie Devonshire, CEO of The Marketing Society. Ben is a globally sought-after leadership coach, speaker, and author of 4 other acclaimed books.
In this episode, Ben shares why they wrote the book, the changes we’re seeing in the world of work and the greater need for humanity in the workplace. Plus, the 7 steps to love work, outlined in their book.
This podcast is sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
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
Episode #61. This episode is one of the most popular topics of personal understanding – limiting beliefs. A limiting belief is a belief that holds us back from achieving our goals; an internal narrative often created from a past experience that can affect your confidence. By acknowledging and reframing our limiting beliefs, we can reach our full potential and work towards a fulfilling career and life as a whole.
Abby’s guest in this episode is Cristina Loaiza, Head of Food Marketing at Nandos, and previously senior marketer at Sainsburys and Graze. Cristina is also co-founder of the FUTURES Network, a community group offering connection, support and empowerment to women in business, including the popular career podcast – Pass it On.
Abby and Cristina discuss where limiting beliefs come from, their own limiting beliefs and how to manage them or let them go. Plus Cristina shares her career high and lows and advice to marketers to gain clarity on your values.
Booking now open - The Whole Marketer training course, certified by CIM, is a holistic programme created by Abigail Dixon, that combines the latest technical marketing skills, soft and leaderships skills and the personal understanding to have a successful and fulfilling career in marketing and life as a whole.
For more details and how to book visit CIM here
Episode #60. A holistic view of the skills that marketers need to have today, to grow the brands of tomorrow, is the topic of today’s episode – all the technical skills, soft skills, leadership qualities and level of personal understanding you need to grow.
Joining Abby to talk about marketer’s development is James Delves, Head of PR & Engagement at Chartered Institute of Marketing (CIM).
In this episode, James shares the results from recent CIM studies - from CMOs, to marketers entering the industry – on how they feel about their roles, skills gaps, future trends and how the pandemic has changed people’s opinions of marketing.
An insightful episode on the holistic skills marketers need to enjoy the breadth of role that marketing offers, and how, whatever your level, you can stay on top of evolving trends in our fast-paced industry.
Booking now open - The Whole Marketer training course, certified by CIM, is a holistic programme created by Abigail Dixon, that combines the latest technical marketing skills, soft and leaderships skills and the personal understanding to have a successful and fulfilling career in marketing and life as a whole.
For more details and how to book see https://www.cim.co.uk/training/list-courses/the-whole-marketer/
Resources mentioned in this episode:
- BBC video: https://www.bbc.co.uk/bitesize/articles/zy4fsk7
- Impact of Marketing 3: https://my.cim.co.uk/media/73552/impact-of-marketing-3.pdf
- Digital Skills gap: https://www.cim.co.uk/newsroom/research-digital-skills-in-decline-during-pandemic/
- CMO50 report: https://my-local.cim.co.uk/media/73581/cmo50-report-2022.pdf
- CIM Newsroom (for access to all the latest CIM news and research): https://www.cim.co.uk/newsroom/
Episode #59. This episode is a technical skill on Insight. As marketers you may always be on the lookout for consumer insight, but how do you know you’ve got it and crucially, do you know what to do with it?
Abby’s guest expert is Helen Edwards; columnist at Marketing Week, a marketing academic (PhD in Marketing, MBA London Business School), author, teaching Fellow at London Business School and Director of consultancy Passionbrand, having worked with brands for over 25 years.
In this episode, Helen shares what is and isn’t true insight, the 4 characteristics of true insight and how/when you don’t always need a new one. Plus her career highs and lows and advice for marketers.
Episode #58. Work/life balance is the personal understanding topic in this episode. As marketers, we can often feel overwhelmed with the growing breadth of our role to be the voice of our consumer and lead the commercial agenda. But making time for what brings you joy outside of work that plays to your values, is so important to fuel the energy and stimulation you need in your role - and creates harmony for a fulfilling life as a whole.
Abby’s guest expert is Nina Holdaway, ex-client-side for brands such as Unilever and Heinz before growing consultancy Brand Learning, now part of Accenture; where Nina leads her team of experts in building the capabilities of people and organisations to deliver customer-centred growth.
In this episode, Nina shares her definition and tips for work/life balance. Plus her passion for mentoring and career highs and lows.
Ep57. Culture and hybrid ways of working is the soft skills topic for marketers in this episode.
As a result of the pandemic many of us have continued the trend to work flexibly either with hybrid models or working from home – but how can we keep our teams connected and the culture alive when not together?
To discuss this with Abby is Tamara Littleton, CEO of agency The Social Element. Founded 19 years ago, the agency has always had roots in remote working to attract great talent and grow quickly.
In this episode, Tamara shares her tips on maintaining organisational culture, pros and cons of hybrid working plus her career highs and lows including the insight to create Polpeo – specialists in social media crisis simulations.
Episode #56. Authenticity is the leadership and personal understanding topic in this episode.
Abby is joined by Marketing Week’s Marketer of the Year – Keith Moor, to discuss the importance of authenticity and how being your best self at work and leading by example starts by knowing yourself, your personality and clarity on your values.
Keith Moor is Chief Marketing Officer of Camelot, the operator of the National Lottery. Prior to this role Keith worked at Santander at the time of launching the new brand into the UK.
In this episode, Keith shares his journey to greater personal understanding and what his purpose is. Plus, his career highs and lows – a must listen from such an inspirational marketer.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Episode #55. This episode’s topic is Long-term strategy, a key technical skill for marketers. Long-term strategy has never been more important, as we emerge from 18months of pandemic to regroup and look forward to where we are going to take our brand's business but also to play our part in important issues such as climate change, global trust and the inequality crisis.
To discuss long-term strategy in a post-covid world, Abby is joined by Eleanor Winton, founder of Foresightfully consulting and author of The Disruption Game Plan.
Eleanor addresses the marketer’s role in planning for innovation vs risk, the behaviours, mindset and energy levels marketers need when developing strategy, plus an exercise for you to try to identify uncertainty for your long-term scenario planning.
Episode #54. Programmatic Marketing is the technical skill in this episode. Programmatic marketing is the machine automated, real-time bidding to place ads to relevant and targeted audiences. It is audience-led targeted advertising using data to focus on the person or place, rather than a particular keyword.
Joining Abby is James Kenny, head of programmatic marketing at Search Laboratory. He works with a variety of clients to manage their display, video, audio, native and paid social activity.
James explains what is programmatic marketing and how it works, pros and cons, how to use it within your strategy and his advice for marketers of tomorrow.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Episode #53. ‘Data to create impact’ is the technical skill in this episode. As marketers’ roles are evolving to be the voice of the consumer and lead the commercial agenda, we need to have a variety of quality data sources to allow us to both monitor effectiveness but also use to mine to develop customer insight.
Abby’s guest expert on this topic is Mark Phibbs, currently VP of Marketing at Cisco and also has a rich background working in tech companies. He also leads a consolidated centralised insight and analytics function.
Mark shares his advice for marketers to utilise data and why he believes we should know our customers better than everyone else in the business. Plus his honest and relatable career highs and lows.
Episode #51. The technical skill focus in this episode is Brand Love, a concept developed by Marc Cox which is centred on the principle that brand love starts from within the organisation; passionate employees who authentically deliver the company values, company behaviour and customer relationships will create memorable customer experiences, which in turn drives sales.
Abby’s guest expert to share more on his concept is Marc Cox, author of “The business case for Brand Love” and founder of Company Spirit - supporting organisations to build equity beyond transaction, through experience and their employees.
In this episode, Marc shares why what the company is saying and doing should be in sync, the importance of experience and what this means for you as the organisation’s marketer.
Episode #51. This episode is an area of personal understanding – purpose and impact for marketers. We’ve covered purpose previously on the podcast but this episode also explores defining your purpose and then incorporating into storytelling for maximum impact.
Today’s guest is Jeremy Connell-Waite, author, keynote speaker and Global Comms Designer at IBM, building compelling narratives for their clients.
In this episode, Abby and Jeremy discuss how to define your purpose, referencing Simon Sinek and Ikigai and reframing what gets you out of bed in the morning vs what keeps you up at night. Plus Jeremy shares his magic formula of great storytelling, stories vs business stories, his career highs and lows and advice for marketers of tomorrow
Episode #50. Diversity and inclusivity is the topic in today’s episode and why it’s important for marketers to understand and represent all our consumers across a range of ethnicities, religion, disabilities, gender, LGBT+, neurodiverse and social backgrounds so that they feel accepted and belong.
Abby’s guest expert is Sherice Anibaba, Global Head of Brand at Speedo and previously worked at Britvic and Innocent.
In this episode Sherice shares personal experience and actionable advice for how marketers can increase diversity and inclusion.
Plus why it’s a necessity tool for marketers, why it should start at ideation - not just in comms and how to be authentic in representing minority groups.
Episode #49. This episode is a technical skill on consumer-centric marketing. Consumers now hold more power; the increase in choice and advancements in technology and logistics means that they can access products and services from almost anywhere. Businesses thriving today are investing in truly understanding their consumer at a deep-rooted emotional level and putting the needs of their consumers first.
Joining Abby is Nick Rabin ex-client side marketer turned consultant and the newest affiliate consultant to join the Labyrinth Marketing team. During this episode Nick shares how to be a consumer centric organisation (the 4Cs), understanding your consumers beyond the usual demographics and the dangers of assumptions vs facts.
Episode #48. Clarity is the topic of this episode, which is both a technical skill and area of personal understanding for marketers. Clarity is beneficial for personal and professional development – as a marketer to have clarity on strategic choices and where you want to take your brand, as a leader to give clarity to your team with communication and expectations, and as an individual, to have clarity on your values, strengths and what we bring to the world.
Abby’s guest expert is Ross Farquhar, Marketing Director of Little Moons, recently awarded one of the top 100 marketers in Marketing Week. In this episode, Ross shares the importance of clarity and how to apply it within your marketing role, whatever level of seniority. Plus his career journey and how his breadth of roles (ranging from Cadbury, Wagamama and agency-side) have benefitted his career yet strengthened fundamental and transferrable marketing skills such as clarity.
Episode #47. This episode is about the evolution of the marketer’s role and competencies; reflecting on the changes in the marketing profession, evolution of skills and key developments that have shaped the industry.
Joining Abby is Russell Parsons, Editor in Chief for Marketing Week and Festival of Marketing. Having worked at Marketing Week - a leading publication in our industry - for over a decade, Russell is well placed to share his observations of our industry changes.
In this episode, Russell shares how marketers are expected to know more today, doing more with less budget, the rise of the conscious consumer and the watchout of short-term efficiency vs long-term effectiveness.
Episode #46. The topic in this episode is purpose-led marketing. Many passionate marketers are becoming more aware of how their skills can be used to benefit and impact society as a whole, beyond profits.
Abby’s guest expert is Anna Mullenneaux, co-founder of two amazing purpose-led platforms:
Pimp My Cause is a service that matches smaller charities with little marketing resource to experienced marketing volunteers. More recently Anna created the Marketing Kind, a membership community focused on helping marketers use their skills to create change for good.
In this episode Anna talks about the rise of purpose-led marketing, how Pimp My Cause and Marketing Kind started and how rewarding it can be to get involved – the chance to give back, be creative, learn new skills and support a cause you’re passionate about.
For more information see:
https://www.pimpmycause.org/
https://www.marketingkind.org/
Episode #45. NEW Series 3 – Leadership with impact through self-awareness is the topic in this episode – how great leadership that leads and inspires starts with knowing yourself, what you’re like to be around and how others experience you.
Joining Abby is Sara Tate, recent CEO of Top 10 advertising giant TBWA London, multi-award-winning both as an agency and leader. Sara is passionate about culture and organisational change and the co-host of self development podcast the Rebuilders.
In this episode Sara shares her definition of leadership and the importance of self-awareness (not only for your own leadership style but also bridging gaps between your intent vs the impact it has on others around you). Plus why 360 reviews and personality tools can be useful to start conversations about self-awareness amongst your team.
Episode #44. Series 2 finale – Marketing Leadership and the skills & traits of great marketing leaders are the focus of this episode. Joining Abby is Sophie Devonshire, CEO of The Marketing Society. As a marketer, entrepreneur, best-selling author of Superfast – Lead at Speed, award-winning consultant and now leader of the world-renowned marketing network and community, Sophie has valuable insight on skills and mindset of successful marketing leaders.
In this episode, Sophie discusses the role of marketing leaders as connectors and change makers, why the best leaders invest time to understand themselves, leading with velocity and the power of being in a marketing community.
Series 3 will be back later in the year, in the meantime please visit www.thewholemarketer.com for free resources, training programmes, coaching, mentoring and the Whole Marketer community.
Plus, The Whole Marketer book is now available in all good online and in-store book retailers.
Episode #43. Challenger brands is the topic in this episode: exploring differences in marketers’ technical and soft skills needed vs established brands. Challengers are brands that enter a category but push against an existing concept or competitor to address pain & gain points of the consumer.
Abby’s guest is Lottie Unwin, ex P&G, ex-Head of Marketing at Propercorn and now Founder of the Copy Club marketing community - supporting over 3000 (and growing) marketers who are under pressure delivering entrepreneurial marketing in fast-growing challengers and start-ups.
In this episode Lottie shares the difference between a challenger and entrepreneurial brand, the mindset and skills to lead a challenger brand, career high and lows and why challenger and entrepreneurial marketers can benefit from marketing communities.
Episode #42. This episode discusses the skills marketers need for today and tomorrow and the value of being in a marketing community for support.
Joining Abby is Joe Glover, Founder of the Marketing Meetup – a welcoming community of over 20,000 ‘positively lovely’ marketers coming together to listen, learn, meet, and share knowledge.
In this episode Joe shares his views on the role of marketing, and skills & mindset for today’s marketers. Plus how the Marketing Meetup was formed, how it’s changed his life and his career highs and lows.
Episode #41. The technical skill in this episode is Digital Transformation. For Marketers, this includes the adoption of technology across all areas of the business which can improve and enhance the products, services and experience to meet the needs of the consumer.
Today’s guest expert is Paul Frampton, leading digital and media marketer, President of Control V Exposed and ex Group CEO Havas Media. Talking to Abby, Paul shares leadership advice on navigating change, trends, focussed curiosity and advice from his career highs and lows. Plus why leaders shouldn’t outsource all your understanding of technology to agencies.
Episode #40. Empowerment is the personal understanding topic in this episode and an underlining principle of the Whole Marketer approach - to support and empower the marketers behind the brand or business.
Abby’s guest is Mark Evans, exec level marketer at Direct Line as well as several non-exec roles and passionate about giving back to the marketing community.
In this episode, Mark shares his career journey from student to C-suite and how ‘forced pivots’ through redundancy allowed him time to reflect and build his personal understanding. As a marketing leader, Mark gives advice on empowering others to be the best version of themselves and why marketers should user their curiosity of consumers to apply to their own journey of empowerment.
Episode #39. Innovation is the technical skill featured in this episode. Innovation for marketers is the development of new or changed products or services that delivers solutions to consumers' pain and gain points and efficiencies based on insight. Abby is joined by Kevin Verbruggen an experienced marketer, previously head of innovation at Weetabix plus Kellogg’s, Cadbury and California Prunes. In this episode, he provides lots of practical advice on the skills needed throughout the innovation process, true innovation vs renovation, the importance of an innovation strategy, why innovation doesn’t stop at the launch and more...
Episode #38. This episode covers a personal development topic for marketers – Imposter Syndrome. Although it has become somewhat of a buzzword, imposter syndrome was identified by psychologists as when an individual doubts their skills, talents and accomplishments with constant fears of not being good enough and being ‘found out’. Joining Abby in this episode are the founders and hosts of the Imposters Club podcast - Sinéad Kennedy Krebs and Melissa Murdock. They share why feeling imposter syndrome is not your fault, the 5 types of imposter syndrome and that it could actually be your superpower if you recognise how it manifests and how to stop it holding you back.
Episode #37. Experiential marketing is the technical discipline in today’s episode. Here to explain why experiential is more than sampling or a bolt-on to a brand campaign is Lucy Gillions and Jo Curtis, founders of Jackanory agency. They share with Abby their passion for experiential to tell brand stories in an immersive, sensory experience and advancements in measurement techniques to demonstrate effectiveness and ROI. Plus, the impact of the pandemic (personally and for their industry) and the future of hybrid experiential with real life and digital audiences... even after Covid restrictions.
Episode #36. Planning is the technical marketing skill explored in this episode. As the pandemic has provided significant challenges for businesses, many brands and agencies turn to their agency planners for guidance; but how are planners responding to predicting the unpredictable?
Abby is joined by Callum Saunders, head of planning at Zeal Creative, overseeing all insight and planning & strategy work for brands including Nestle, Pringles, Kellogg’s and Arla. In this episode, Callum shares the role of agency planners (internally and externally), how the role of agency planning has changed and trends to be aware of now writing your long-term strategy.
Episode #35. The technical skill in this episode is creative brand strategy... the basis and stimulation for great creative output from your agencies. It’s a creative solution to a business problem that tells the brand story in a way that’s understood both internally and externally. Joining Abby to discuss the role of creative brand strategy for marketers and the skills of a good strategist is Caroline Morell Bøstrup Asmussen. Caroline is an award-winning independent strategic consultant working with some of the biggest global network agencies as well as directly with brands client-side, particularly in fashion. In this episode Caroline shares the personal skills she believes make a great strategist, her approach to translating the commercial objective into a creative brief and why being humble and a great listener really is a strategist’s superpower.
Episode #34. Shopper Marketing is the technical skill explored in this episode. As marketers, we have all felt the impact from lockdown and how the purchasing journey has changed for consumers this past year; but what can you do to adjust your shopper marketing plans for now, and if/when will normality return?
Joining Abby is shopper marketing expert Hamish Clarke. Having previously worked for many years with household brands such as Nestlé, Pladis and Treasury Wine Estates, Hamish founded and now runs Klynk Ventures and Epic Snacks, championing challenger and drinks brands. In this episode Hamish shares the changing landscape of in-store marketing, what appeals to retailers, where he would recommend marketers invest from a shopper perspective and why investing in relationships is so important.
Episode #33. This episode’s soft skill for marketers – particularly marketing leaders – is empathy. To discuss how the needs of employees have changed and therefore why being an empathetic leader is a necessary skill to get the best out of your team, Abby is joined by a truly inspiring guest expert, Katy Leeson. Katy is a huge advocate for empathy, honesty and sharing vulnerability, which she talks about in her popular podcast ‘I shouldn’t say this but’. As Managing Director of Social Chain, Katy tells Abby her experience of supporting her agency throughout lockdown, her career journey, clarity on her values and her own personal definition of success. A fantastic conversation, not to be missed!
Episode #32. ‘How to make an impact’ is the soft skill for marketers in this episode. Many of us will know it’s not only ‘what you say’, but ‘how you say it’ that conveys your message. But have you ever thought about exactly what impact you’d like to leave your audience after you’ve left the room and aligning your body language, vocal qualities and content to meet that? Abby’s guest expert is the Impactologist, Martin Brooks who is a communications coach, author, fellow trainer at CIM and will be releasing his card deck “Body Language Decoder” in October. He shares what qualities make an impact, knowing your audience’s ‘hot buttons’ and the secret trick to have up your sleeve to create impact that sets you apart.
Episode #31. This episode is both a technical and a soft skill as we discuss procurement & agency management, in order to develop great partnerships with your agencies. Think procurement is just about haggling prices...? Think again! Abby’s guest to discuss all the benefits of involving procurement early on and to support your ways of working with agencies is Tina Fegent – procurement expert with over 25 years experience in procurement, both client-side and agency-side, and who now has her own consultancy with clients including Amazon, PepsiCo and SSE. Tina discusses the role of great procurement to support you strategically, what to think about with your remuneration model and tips for client-side marketers to develop a great relationship with your agency.
Please note there are some minor sound quality issues on this episode.
Episode #30. This episode is one that we’re frequently asked to cover and Abby is delighted to have an awesome guest to talk about it... The topic is ‘marketing challenger brands on a shoestring’ and Abby’s guest expert is Julia Kessler, co-founder of challenger soft drink brand Nix & Kix. Julia shares valuable insight into where their limited investment has maximum impact and what she does to gain clarity on who her target consumers are. Plus, how to fail fast (and learn from it) and the importance of packaging for your consumers to begin their brand experience.
Episode #29. Fulfilment in the workplace is the personal understanding topic in this episode and is very close to Abby’s heart as a large part of The Whole Marketer concept. Fulfilment is the emotive feeling we get when we’re edging towards our goals and dreams... doing our life’s calling and purpose. And the secret is that you can define what gives you fulfilment, to know what to work towards and on. Abby is joined by guest Victoria Fox, CEO of AAR group to discuss fulfilment, as Victoria shares her own experience in pausing to reflect then choosing a career path that enabled her to be her true self at work. Victoria and Abby discuss “healthy selfish” to take time to understand yourself, identifying your values and what this means for your marketing career.
Episode #28. This week’s topic is of leadership and personal understanding– Belonging. Belonging in the workplace is a feeling that you are appreciated for who you are and encouraged to be yourself. Joining Abby are Pearl&Dean CEO Kathryn Jacob OBE, Mediacom’s Sue Unerman and coach Mark Edwards, who together recently collaborated on their book 'Belonging'. They discuss diversity, the need to train your people to improve their emotional intelligence, to develop empathy and what you can do to support the people around you. Not only will you have a stronger team with more rich and diverse thinking, but as a marketer, the empathy you develop is also fundamental for understanding your consumers.
Episode #27. ‘Being’ is the topic in this episode, with the focus on Leadership and personal development to understand the leader (and person) you want to be. Joining Abby is popular Leadership practitioner, author, speaker and coach Ben Renshaw, who has worked with giants such as Unilever, Coca-Cola and Sky. Encompassing the true spirit of becoming a ‘whole marketer’, Ben shares his qualities of good leadership - that it is not a ‘to do’ list but a way of being - and how you can apply this through inspiration, curiosity and intent.
Episode #26. This episode’s technical skill is sustainable marketing and looks at what we as marketers can do to take charge and drive the sustainability agenda. This special episode features three guest experts (and 3 good friends who are also fellow… fellows of CIM ; ) and co-authors of new book Sustainable Marketing: Gemma Butler, Dr Geraint Evans and Michelle Carvill. As marketing experts, they embarked on a journey to educate themselves on how to lead a sustainable organisation and talk to Abby about what they discovered, how you can get started and just how critical marketing is in being a catalyst for change.
Episode #25. This episode discusses the competencies that today’s marketers need to thrive. Joining Abby in this enjoyable and enlightening conversation is Ritchie Mehta, CEO of the School of Marketing. Hear Ritchie’s thoughts on why the role of the marketer really comes to life in times of turbulence and the holistic skills you need to be the growth engine of the organisation across the 4Ps (not just comms). Plus why we need to attract new, diverse talent to our industry beyond the stereotype of promotions and comms.
Episode #24. This episode is a soft skill about being entrepreneurial – the ability to identify new strategic opportunities and having courage to challenge and take risks to solve them creatively and quickly. Abby’s guest in this episode is Mary Wilson; as Global Marketing Director for Lil-Lets and having worked on other challenger brands, she knows the importance of entrepreneurship. Mary and Abby discuss what is an entrepreneurial mindset and why marketers need it, plus how to challenge constructively without annoying or alienating (and the skills and behaviours you need to do so) to elevate yourself, your brand and your organisation.
Episode #23. Welcome back! Series 2 kicks off with a relevant technical skill on Influencer Marketing. Social platforms have become even more important since the pandemic and Abby’s guest expert to talk about its role for marketers is Lisa Targett from Tribe. Tribe has produced almost 15,000 campaigns to connect brands with everyday people through content – Waitrose, Unilever, TikTok to name a few. In this episode Lisa shares the evolution and future of Influencer Marketing and how marketers can use it to authentically connect with their true customers at scale, throughout the customer journey.
Episode #22. Marketing Leadership is the soft skill featured in this episode, as Abby is joined by Thomas Barta - Marketer, Masterclass course founder and Author of ‘The 12 Powers of a Marketing Leader’. Thomas shares lots of wonderful, practical examples of challenges facing today’s marketer and elaborates on some of 12 key skills from his book, including knowing how to influence, having a dream and building credibility. Plus why as a marketer you need to behave a bit more like the finance department, listen to find out why...
Thomas has kindly shared a worksheet to accompany this episode, please contact Vicki@labyrinthmarketing.co.uk for your copy.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon
Guest LinkedIn
https://www.linkedin.com/in/tbarta/
Episode #21. This episode focuses on the skills that the next generation of marketing leaders need as a whole, but with a particular focus on personal development. Abby is joined by the legend that is Sherilyn Shackell, founder and global CEO of The Marketing Academy, who provide scholarships and mentoring programmes to the brightest in our industry to step change the ability of our marketing leaders from around the world. Sherilyn shares her inspirational story of why she was driven to start The Marketing Academy, what you will gain from the programmes and how you can apply. This episode will leave you feeling pumped and ready to take on anything!
Episode #20. In this Episode, the role of the CMO is explored with guest Pete Markey, Chief Marketing Officer of TSB. Pete has enjoyed huge success with companies such as British Gas, the Post Office and More Th˃n insurance (which led to him winning the Marketing Society’s Marketer of the Year award). He talks to Abby about his career highs and lows, why CMOs need to become an artist, scientist and politician, and what makes a great CMO in today’s climate. Plus hear about Pete’s “goldfish moment” (it’ll make sense when you listen!) and why you need one.
Guest Pete Markey
https://www.linkedin.com/in/petermarkey/
Host Abigail Dixon
https://www.linkedin.com/in/abigailcdixon/
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Episode #19
This episode explores the key skill of creativity; what it is and how brands and individuals can cultivate it to answer real business challenges. In conversation with Labyrinth’s very own Shelford Chandler, Abby explores the importance of tapping into our creative core (which we all have!) with Shelford imparting his creative wisdom through actionable tips and advice. With a raft of creative experience working with some of the world’s biggest brands, Shelford shares insights and stories of brand creativity brought to life.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest LinkedIn
https://www.linkedin.com/in/shelford-chandler2018/
https://www.shelfordchandler.co.uk/
This episode explores the technical skill and value of brand purpose; what it is and how it manifests in an organisation. In conversation with Kim Gelling of Ella’s Kitchen, Abby explores why brands who are focused on a ‘greater good’ find greater connection with their employees and consumers alike and how brands can embed purpose-led strategies that deliver. With plenty of tangible examples, this episode gives a real insight into how a hugely successful purpose-driven business is delivering value inside and out.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest LinkedIn
https://www.linkedin.com/in/kim-gelling-1667137/?originalSubdomain=uk
https://www.ellaskitchen.co.uk/
Episode #17. This episode explores the technical skill of Omnichannel Marketing. To discuss what it is and the benefits of this approach for your marketing plan, Abby is joined by Jackie Scully of Think Publishing – a content creation agency. Jackie gives examples of who is doing Omnichannel well and why, and how to create great content in today’s landscape. Plus Jackie talks us through her 5Ps model to build an ominchannel campaign.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest Jackie Scully
https://www.linkedin.com/in/jackie-scully-30a7449/?originalSubdomain=uk
Episode #16. Global Leadership is the marketing skill discussed in this episode. Joining Abby with some valuable advice for marketers who are responsible for global growth is Shweta Harit, Global Brand Vice President of Evian. Shweta’s extraordinary career spans over two decades working for multinationals including Unilever, Kellogg’s and Danone. In this episode she shares the importance of listening to your local markets and local culture vs global structure. Plus her advice for marketers to act like a founder, bring your whole self to work and drilling down to find out why some campaigns work in markets and not others.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest Shweta Harit
linkedin.com/in/shweta-harit-1678394
Episode #15. This episode’s technical skill is Agile Marketing – a mindset and process, that is rising in popularity, which is based on creating smaller autonomous cross-functional teams to address customer problems efficiently in a test and improve culture. Abby’s guest is ex Santander Head of Marketing and consultant Rachel Chapman at RBC future focus, who answers my burning questions on the agile marketing approach and it’s benefits, how to recruit the right teams and how to get started.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest Rachel Chapman
https://www.linkedin.com/in/rachchapman/
Episode #14. Behavioural Science is the topic discussed in this episode; a skill that relatively still less known within in its use in marketing, but there are clear benefits, as discussed in this podcast. Abby is joined by Kate Socker, founder of Twigged Innovation who uses behavioural science to uncover the ‘why’ of consumer behaviour and not just the ‘what’. Listen to hear where behavioural science has evolved from, what it means for marketers and 4 reasons to incorporate it early into your strategic and innovation process.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest Kate Socker
https://www.twiggedinnovation.com
linkedin.com/in/katiesocker
Episode #13. The focus of this episode is Insight, a truly important technical skill for today’s marketer. Joining host Abby is Labyrinth Marketing’s own insight consultant, Julian Watson. Julian takes us through the evolution of market research and some of the exciting new tools and processes, such as ‘design thinking’, to uncover insights across markets, competitors and consumers. But is new always best? Julian offers great advice on how to use what’s already available to you and how to focus on the problem not the methodology.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Episode #12. In this Episode, Leadership is the soft skill explored with guest Katherine Whitton, Chief Marketing Officer of Specsavers. Katherine’s leadership style is inspiring as she shares with Abby the 8 pillars of good leadership, why leadership is not just about authority and how to create an environment of bravery, learning, reassurance and recognition. Plus as a marketing leader, why now is not the time to cut your marketing spend.
Guest Katherine Whitton
linkedin.com/in/katherine-whitton-0222384
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Episode #11. The topic in this episode is a technical skill - Brand Measurement. Joining host Abby to share practical tips and advice is Richard Bambrick, Global Senior Insights Manager at Pentland Brands (Speedo, Mitre plus more). Richard shares the importance of brand tracking as a tool for marketers to understand consumer behaviour and demonstrate impact, as well as some great advice for what you should/shouldn’t be tracking as a KPI. Plus why marketers should be sceptical and develop their skills in critical thinking to challenge market research.
https://www.linkedin.com/in/rbambri/
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Episode #10. In this episode, Abby’s guest is legendary bestselling author, keynote speaker and Coach Peter Docker (co-author of Find Your Why alongside Simon Sinek and david mead). The episode focuses on Commitment – how we as humans are driven by love or fear, the difference between your purpose and declaring your commitment and how this impacts on you as a human and your personal journey of growth and fulfilment in life. But also some key take-outs for marketers are how you can lead and be trusted especially when your commitment is being tested under pressure.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest: Peter Docker
https://www.linkedin.com/in/peterdocker/
https://www.whynotunlimited.com
Episode #9. This episode is about you the marketer and embracing your personal values to have the most fulfilling marketing career and life. Taking the time to understand your values, how they affect the type of company/brand you want to work for and your leadership style can be a valuable exercise; one that host Abby has personally benefitted from. Abby is joined by entrepreneur Alex Hirst, who shares his story of how his values inspired a new ‘workstyle’ concept of flexible freelance working with his business as co-founder of The Hoxby Collective.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest: Alex Hirst
https://www.linkedin.com/in/alexhirst/
https://hoxby.com
Episode #8. The topic in this episode is marketing competencies. Abby is joined by Gemma Butler, Marketing Director for the Chartered Institute of Marketing, the world’s leading professional marketing body. Gemma discusses the biggest competencies needed for today’s marketer, what we can learn from brands such as Netflix, McDonalds and Dollar Shave Club on great marketing practice and how marketing is evolving.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon@thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest: Gemma Butler
https://www.linkedin.com/in/butlergemma/
Episode #7. Let us tell you a story... This episode focuses on Storytelling, a brilliant soft skill for marketers to not only connect emotionally with consumers, but a useful tool for internally leading and inspiring your organisation. Joining host Abby is successful author, trainer and strategist Anthony Tasgal. He shares the ‘golden thread’ storytelling method, why you should let yourself ‘wander’ to share inspiration and in an industry obsessed with numbers and data, the importance of emotion to be memorable, resonate and influence your audience.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest: Anthony 'Tas' Tasgal
https://www.linkedin.com/in/tastasgal/
Episode #6. This episode focuses on Social Media – a technical skill that has truly changed the landscape for marketers to build greater connections and insight with your consumers and customers, when done well. Abby’s and Social Media expert guest is the awesome Michelle Carvill, successful author of 4 books including #getsocial and director of Carvill Creative agency. Discuss the the true benefit of social media for B2C and B2B brands, who’s doing it well (and why), how to utilise as a form of insight, how to improve your social media presence by improving internally first and how to avoid the pitfalls of simply broadcasting or ‘ filling the feeds’ to get the maximum impact from your social media strategy.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest: Michelle Carvill
https://www.linkedin.com/in/michellecarvill
www.Carvillcreative.co.uk
Digital Marketing: with guest Daniel Rowles
Episode #5. In this episode, Abby is joined by her fellow CIM trainer and Digital Marketing superstar, Daniel Rowles. As CEO of Target Internet (which provides online courses, training and industry benchmarking for digital marketing) Daniel is a leading voice on digital trends, opportunities and challenges facing marketers. In this chat with Abby he talks about skills gaps, how to keep pace with fast moving technology and bringing the fundamental principles of marketing into your digital channels as well as top tips on new resources to explore….. living legend. Resources mentioned in this podcast:
Benchmark: https://www.targetinternet.com/benchmark-digital-marketing-skills-assessment/ Digital Marketing Toolkit:https://www.targetinternet.com/resources/DigitalMarketingToolkit.pdf
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest: Daniel Rowles
https://www.linkedin.com/in/danielrowles/
Episode #4 – In this episode, Abby discusses the soft skill of Conviction with Graze CEO Anthony Fletcher. We love that Anthony is one of those ‘gold dust' CEOs that has risen up the ranks from a marketing background and understands the benefits to lead business growth (preach!). Anthony shares his experience about using conviction and leadership skills to get others on-board, plus the need for marketers to speak up with conviction to be the voice of the consumer within the organisation.
Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host Abigail Dixon https://www.linkedin.com/in/abigailcdixon/ Guest Anthony Fletcher :linkedin.com/in/anthony-fletcher-3b766a27
Episode #3. Business Acumen is the key skill explored in this episode as Abby invites the amazing Emma Heal to share her expertise – as the ex Managing Director of Graze (the UK’s no.1 healthy snacking brand) and now MD and partner of Lucky Saint, she knows how to grow commercially successful brands. Emma talks passionately about ensuring commercial and brand teams are united in their purpose, why your team should share your P&L and how to be open about the return on investment (ROI) for short-term payback and long-term brand building.
Sponsored by Labyrinth Marketing www.labyrinthmarketing.co.uk
Host Abigail Dixon https://www.linkedin.com/in/abigailcdixon/ Guest Emma Heal :https://www.linkedin.com/in/emmaheal/
Episode #1. In this episode, Abby discusses the soft skill of Resilience for marketers with the awesome human Alice Ter Haar – People Strategy & Development Manager at Deliveroo and founder of Bad Ass Unicorn personal development. Join their uplifting conversation where Alice shares her 5 pillars of resilience, plus the importance of knowing your values to increase your resilience and fulfilment in these uncertain times.
Sponsored by Labyrinth Marketing
www.labyrinthmarketing.co.uk
Host Abigail Dixon @thewholemarketer https://www.linkedin.com/in/abigailcdixon/
Guest: Alice Ter Haar
https://www.linkedin.com/in/alice-ter-haar/
Episode #2. This episode’s topic and skill is the Holy Grail for most marketers - building brand connections and meaningful experiences with your consumer. Talking to Abby is the creative wizard and founder of Meredith Collective, Meredith O’Shaughnessy. Meredith shares the importance of brand experiences (with some great examples) and why experiences will still matter for marketers in a post Covid-19 world. Plus,using your gut instinct and "inner crazy" to harness your curiosity.
Sponsored by Labyrinth Marketing: www.labyrinthmarketing.co.uk @labyrinthmarketing Host: Abigail Dixon https://www.linkedin.com/in/abigailcdixon/ @wholemarketer Guest :Meredith O'Shaughnessyhttps://www.linkedin.com/in/meredithoshaughnessy/
Welcome to The Whole Marketer podcast. Our host Abigail Dixon, Founder and Director of Labyrinth Marketing, is passionate about supporting and empowering the people behind the brands and businesses, to step change their growth. In each podcast, she along with her subject matter expert guest, will discuss a key skills; technical, soft or an area of personal development to support your growth as marketers in today's challenging yet fulfilling profession.