Scratch: CMO Interviews

Rival
  • 5.0 (23)
  • MARKETING
  • UPDATED WEEKLY
Scratch: CMO Interviews

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.

  1. How ESL FACEIT Group Fuels the Largest Esports League on Earth

    12 MAR

    How ESL FACEIT Group Fuels the Largest Esports League on Earth

    In this episode, Fabio Tambosi, Senior Vice President of Global Marketing at ESL FACEIT Group (EFG), takes us into the fast-paced world of esports and gaming. With a background in iconic sports brands (Nike, Adidas, Saucony), Fabio shares how 3.2B gamers worldwide are rewriting the rules of modern marketing. From his early days chasing a professional soccer dream to leading the world’s biggest esports platform, Fabio reveals why a “community-first” mindset and unlearning old habits are key to delivering campaigns that really connect. This conversation is a must-listen for anyone looking to harness the power of authentic engagement—whether you’re in esports or any industry ready for change.

    51 min
  2. How Light Is Breaking Big Tech by Creating an Anti-Attention Smartphone

    26 FEB

    How Light Is Breaking Big Tech by Creating an Anti-Attention Smartphone

    For 10 years, Light has been quietly revolutionizing the smartphone market by offering a radically simple alternative: a phone that helps you spend less time on it. In this episode, Kaiwei Tang, CEO & Co-Founder of Light, shares how they built a cult following in a hyper-competitive $500B+ industry—without relying on paid ads or data-driven monetization. By stripping away social media, endless apps, and constant notifications, Light’s devices aim to return users’ time, mental health, and real-life connections. Whether you’re curious about “digital detox” or simply crave a healthier relationship with technology, this conversation shows how a lean, mission-driven brand can stand out and thrive.

    49 min
  3. Major League Soccer’s Full-Funnel Blueprint for Converting Viewers to Fans

    12 FEB

    Major League Soccer’s Full-Funnel Blueprint for Converting Viewers to Fans

    Is America finally becoming a “soccer nation”? In this episode, Radhika Duggal, CMO of Major League Soccer (MLS), shares why she believes the answer is a resounding yes. Building off the momentum of household names like Messi and a league that’s grown from 10 teams to 30 clubs, Radhika reveals her playbook for harnessing top-of-funnel awareness and turning casual viewers into passionate, lifelong fans. Listen in as she talks data-driven marketing, the power of community, and how MLS is contributing to the global rise of U.S. soccer.

    43 min
  4. Standard Bank’s Marketing Playbook to Dominate South Africa’s $1.41Tn Finance Sector

    6 FEB

    Standard Bank’s Marketing Playbook to Dominate South Africa’s $1.41Tn Finance Sector

    Standard Bank is 162 years old and Africa’s largest financial institution, but it’s not resting on its laurels. In this episode, Diana Springer, Group Head of Brand & Marketing, shares how her team balances heritage and innovation to keep Standard Bank relevant—and even a bit “challenger”—across 20+ markets. Diana dives into the power of emotive storytelling in a category often dominated by function and explains why “making the familiar strange” might be banking’s best path to creativity. From internal matrix structures to dealing with fintech threats, this conversation reveals what it takes for a legacy brand to remain fresh, trusted, and ready for the future of finance.

    42 min
  5. How Investec Stays "Fresh" after 50 years with Challenger Thinking

    15 JAN

    How Investec Stays "Fresh" after 50 years with Challenger Thinking

    It’s not every day you hear about a 50-year-old bank still thinking like a scrappy startup! In this episode, Abey Mokgwatsane, CMO of Investec, reveals how an “out-of-the-ordinary” service ethos and consistent brand storytelling keep them at the forefront of private banking. Abey also shares his principle of “making the complex simple and the simple exciting”—a mindset fueling Investec’s growth and inspiring a fresh perspective in financial services. Whether you’re curious about adopting a challenger strategy or simply interested in how a long-standing institution stays agile, this conversation is a must-listen.

    49 min
  6. How Tony’s Chocolonely Changed the $120Bn Chocolate Category

    27/11/2024

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

    Join us as we speak with Sadira Furlow, Chief Marketing Officer of Tony's Chocolonely, an impact company dedicated to ending exploitation in the cocoa industry. Tony's isn’t just about delicious chocolate—they’re committed to ethical sourcing and driving systemic change. Sadira shares how they build a global challenger brand without losing their mission, embrace bold risks, and use storytelling to convey their values. She highlights the importance of being mission-driven in every aspect of the business and the role of strong partnerships and a fearless culture. If you’re passionate about purpose-driven marketing or want to create a brand that challenges industry norms, this episode is for you!

    50 min
  7. The BBC’s Blueprint for a Century of Brand Building With Its Chief Brand Officer

    13/11/2024

    The BBC’s Blueprint for a Century of Brand Building With Its Chief Brand Officer

    In this episode, we sit down with Charl Bassil, Chief Brand Officer at the BBC, who shares his approach to brand stewardship and long-term growth. Charl emphasizes the importance of marketers adopting a 'farmer' mindset—cultivating assets for sustained value, rather than chasing quick wins like 'hunters.' He discusses the balance between risk and opportunity in marketing, and strategies for increasing organizational buy-in. A key highlight is his insight on building community through branding, ensuring people feel a sense of belonging. This discussion is a must-listen for anyone focused on nurturing authentic, enduring brands in highly competitive environments!

    49 min
  8. The Modern CMO’s Playbook to First-Party Data With the CEO of mParticle

    23/10/2024

    The Modern CMO’s Playbook to First-Party Data With the CEO of mParticle

    We sit down with Michael Katz, CEO of mParticle in this episode to explore the future of customer data management. Michael shares how the shift from integration to intelligence is reshaping marketing, highlighting, 1 - the critical importance of building a strong first-party data foundation in today's privacy-focused world, 2 - the transition from merely accessing data to executing effective strategies with it, 3 - leveraging AI with transparency to turn overwhelming data into actionable insights, and 4 - the power of collaboration between marketing and IT teams to drive success. If you're eager to stay ahead in the rapidly evolving field of customer data and marketing technology, then this episode is a must-listen!

    43 min
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About

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.

Information

  • Creator
    Rival
  • Years Active
    2021 - 2025
  • Episodes
    94
  • Rating
    Clean
  • Copyright
    © 2024 We Are Rival
  • Show Website
    Scratch: CMO Interviews

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