Scratch: CMO Interviews

Rival
  • 5.0 (24)
  • MARKETING
  • UPDATED WEEKLY

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. Rewriting The Sports Marketing Playbook: How Manors Is Becoming The Most Memorable Brand In Golf

    10 DEC

    Rewriting The Sports Marketing Playbook: How Manors Is Becoming The Most Memorable Brand In Golf

    In this episode of Scratch, Viren sits down with Alex Ames, Marketing Director at Manors Golf, the challenger brand bringing new energy, creativity, and cultural relevance to a sport long seen as elitist and inaccessible. Manors believes golf is a game to be explored, not mastered, and they are reshaping the category one cinematic campaign at a time. Alex unpacks how Manors went from a small rebrand to a movement inspiring a new generation of golfers. He dives into the brand’s early struggles (“the Dark Ages”), how events helped them rediscover momentum, and how the team realised that attention—not product, was their true currency. He reveals the internal creative engine behind Manors’ iconic films, from Monday forensic reviews to Thursday idea punch-ups, and how viral thinking shapes every concept. The episode covers everything from the Reebok partnership (and why they avoid “brand soup”), to location-led campaigns, to how everyday golfers and celebrities ended up sharing the tee sheet at Manors events. For marketers, the message is clear: if you want to change a category, change the story people tell about it. Watch the video version of this podcast on Youtube ▶️: YT Link           📚 Chapters: 00:00 – Intro & Viren’s fanboy moment 01:38 – Challenger brand shoutout: Satisfy Running 03:03 – What Manors Golf actually does 05:24 – Why golf needed a cultural refresh 07:42 – Golf as exploration: the foundation of Manors’ brand 14:31 – How insights were reframed for a new audience 15:47 – How social media opened golf to younger players 16:36 – Why storytelling became foundational to Manors 18:55 – The “Dark Ages” & the moment everything shifted 21:22 – Why events matter for brand building 22:23 – Their unique influencer strategy (no follower-chasing) 24:55 – The community-first mindset 26:03 – The unseen advantage of having a strong brand 30:23 – How Manors built its content machine 32:36 – Inside the Monday forensic review & Thursday punch-up 34:51 – How virality informs campaign execution 39:48 – Hook-first creative thinking 41:40 – “Blow up the golf cart”: Reebok collaboration 55:32 – Most underrated channel for challenger brands 58:08 – Closing thoughts 🖊️Mentioned in the show: Rival 50 - The Top Challenger Brands of 2025 - Rival's brand index with Imperial College London Future of the CMO Documentary - A documentary for CMOs about the future of the role featuring the CMO of Mastercard, Shell, Dr. Scholl’s and many more.Satisfy Running – Favorite challenger brand reference for how to build culture around a sport:Random Golf Club (Erik Anders Lang) – Referenced as one of the early lifestyle-led golf collectives before Manors’ riseArc’teryx – A key reference point for Manors’ positioning: “like Arc’teryx for golf.”The North Face – Another anchor brand referenced to explain Manors’ performance-meets-lifestyle functionality.Ryder Cup – Mentioned as the context for one of Manors’ biggest collection launches and a cultural moment in golf.Golfers Journal – Inspiration for golf as exploration and the storytelling aesthetic Manners tapped intoReebok x Manors “No Thanks, I’ll Walk” Collaboration: Campaign page.Max Fosh (YouTuber) – Inspiration for using hook-first creative thinking during campaign developmentNotion – The internal system powering Manors’ creative pipeline, punch-ups, and idea tracking.Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. This Scratch episode is hosted by Viren Samani, and he’s joined by Alex Ames, Marketing Director at Manors Golf. Find Rival online at www.wearerival.com, LinkedIn, Twitter and Instagram.  Find Viren on LinkedIn Find Alex on LinkedIn. Say hi at media@wearerival.com. We’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns. If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

    1h 4m
  2. Roots before Reach: YETI's Playbook To Building an Iconic Brand

    19 NOV

    Roots before Reach: YETI's Playbook To Building an Iconic Brand

    In this episode, Bill Neff, Head of Marketing at YETI, breaks down how the legendary cooler company became a culture-defining outdoor brand without relying on massive media budgets. From his Under Armour “locker room” days to leading one of the world’s most beloved challenger brands, Bill shares the operating system behind YETI’s rise, which is one built on community intimacy, real relationships, and equipment designed to last forever. And this year, YETI made The Rival 50, our index of the world’s top challenger brands redefining growth, a recognition that reflects the consistency, courage, and craft behind their approach. One key takeaway: Roots before reach. Bill explains why YETI invests four times more in community than brand, how third-party advocacy beats first-party hype, and why focusing on the micro-cultures around hunting, fishing, culinary, and outdoor craft fuels more growth than broad awareness ever could. If you’re building a premium brand or trying to scale without outspending your category, this conversation is your blueprint. Watch the video version of this podcast on YouTube ▶️: HERE           📚 Chapters: (00:00:00) - Intro 🎙️05:00 Challenger brand pick: Turtlebox  🏆06:30 What YETI is today09:00 Listening that guides expansion (cast iron) 📊12:00 Depth via community14:00 Under Armour lessons: “locker room talk”16:30 Premium pricing & third-party advocacy  💵20:00 Getting started with advocacy 🤝23:00 People stories > product dumps28:00 Community-first team structure (4x brand)31:00 Mass brand without mass media34:00 Wrap up🖊️Mentioned in the show: ANA Global Day of Learning (Association of National Advertisers)Turtlebox, favorite challenger brandUnder Armour, Bill’s previous work experienceSitka Gear, Bill’s previous work experienceDuck Man (YETI campaign)Drake Magazine (endemic example)Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bill Neff, Head of Marketing at YETI, in this episode This episode was recorded at the ANA’s global day of learning.  Find Rival online at www.wearerival.com, LinkedIn, Twitter.  Find Eric on LinkedIn and tweet him @efulwiler.  Find Bill on LinkedIn. Say hi at media@wearerival.com. We’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns. If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

    35 min
  3. From Cornwall to the World: How Finisterre’s community marketing strategy built a global brand

    29 OCT

    From Cornwall to the World: How Finisterre’s community marketing strategy built a global brand

    In this episode of Scratch, Eric chats with Bronwen Foster-Butler, CMO of Finisterre, the cold-water surf brand from Cornwall proving that purpose and performance can coexist. Bronwen shares how community became Finisterre’s real growth engine, from “creating through community, not for it,” to rethinking top-of-funnel marketing and focusing on relationships over reach. She shows how listening to your customers can lower CAC, build loyalty, and create true advocates. Finisterre began with a simple insight: the surf industry’s glossy, tropical image that didn’t reflect the real, rugged world of UK surfers. Today, it’s a B Corp and leading challenger brand proving that you can grow profitably without losing your soul. And finally, she dives into how a strong sense of place in Cornwall’s coastline and the shipping forecast origins of the Finisterre name and thus gives the brand its distinct voice. Ultimately, the takeaway for marketers is clear: scaling through a niche isn’t limiting but it is the future. Staying true to who you are as a brand, and give a platform to your community to carry the story forward. Watch the video version of this podcast on Youtube ▶️: HERE           📚 Chapters: 00:00 – Devon vs Cornwall (and scones)04:00 – Challenger brand spotlight: Snow Peak07:36 – What is Finisterre?08:09 – The founder’s cold-water surf epiphany10:04 – Lessons from Lululemon’s turnaround12:44 – Rebuilding trust through community13:35 – “Create through community, not for community”21:09 – Ocean meets mountain: Kendal Film Festival23:50 – CAC, CLTV & data on community ROI28:49 – Cornwall, heritage, and the Shipping Forecast31:50 – Scaling through a niche37:00 – Doing more with less: top-of-funnel investment39:00 – Creative consistency and campaign focus41:33 – Alignment, enrollment, and growth metrics43:20 - Lightning Round ⚡🖊️Mentioned in the show: Lululemon – Community-led brand lessonsBurberry – Global brand transformationSnow Peak – Favorite Challenger BrandKendal Mountain Festival – Ocean & Seas collaboratione.l.f. Cosmetics – “Too Many Dicks” campaign referenceBBC Shipping Forecast – The origin of the Finisterre nameScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bronwen Foster-Butler, CMO of Finisterre in this episode. Find Rival online at www.wearerival.com, LinkedIn, and Twitter.  Find Eric on LinkedIn and tweet him @efulwiler.  Find Bronwyn on LinkedIn. Say hi at media@wearerival.com, we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns. If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

    48 min
  4. Inside Salesforce’s Marketing Machine: CMO Ariel Kelman on AI, Data, and the Future of Marketing

    13 OCT

    Inside Salesforce’s Marketing Machine: CMO Ariel Kelman on AI, Data, and the Future of Marketing

    In this episode of Scratch, Ariel Kelman, President & CMO of Salesforce, shows how a category leader can still think like a challenger through the power of education, not persuasion. Education beats persuasion when you make community the flywheel: by pairing product truth with peer proof through events like Dreamforce, Trailhead, and forums, so customers learn how to win with your product (not just why it’s great). That mindset turns advocacy into momentum. But teaching only lands if the tech actually works in the flow of “work”, so Ariel’s rule is being able to put data before demos. He emphasizes the need to harmonize and govern customer data in Data Cloud so AI agents have context, then deploy them where they matter. For example, a product Q&A agent spun up in weeks drove 700k+ customer chats, and their website/service agents have resolved 1.6M cases because they understand real customer history, permissions, and next best actions. Finally, as a brand, you need to be Customer Zero and balance quick wins with long bets. Dogfood your offerings first to iterate fast and convert internal proofs into external playbooks, then scale what works.  Watch the video version of this podcast on YouTube ▶️: https://youtu.be/92Rfv19ypQE           📚 Chapters: 00:00 – Intro & Ariel’s challenger lens  🎙️05:35 – Agentforce: AI agents in the flow of work 🤖10:40 – Data Cloud: the prerequisite for accurate AI ☁️12:56– Momentum: quick wins while building the platform 🚀13:23 – “Infinite SDR capacity” & rethinking lead flow  🔁14:39 – Autonomous vs. augmenting agents (Finnair)  🤝26:54 – Customer Zero: dogfooding at scale 🐶27:47 – Dreamforce: education as strategy 🎪36:10 – Community as the marketing flywheel 🧑‍🤝‍🧑41:35 – Salesforce’s AI point of difference (trust + data) 🛡️45:21 – Cutting through AI noise with use-case education 📚🖊️Mentioned in the show: Challenger brand mentioned: Ramp – spend management platform with software-defined controls Salesforce Agentforce – AI agents embedded in Salesforce workflowsData Cloud – Salesforce’s customer data platform (CDP) Dreamforce – Salesforce’s flagship community conferenceFinnair – Finland’s largest airline (Agentforce case mentioned)Akamai – content delivery network (CDN) pioneerAmazon/AWS – cloud infrastructure & servicesSiebel – Oracle’s legacy on-prem CRM suiteSnowflake – cloud data platform & data warehouseApple – hardware, software & services (self-cannibalization mindset reference)Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Ariel Kelman, President & CMO of Salesforce, in this episode. Find Rival online at www.wearerival.com & LinkedIn Find Eric on LinkedIn Find Ariel on LinkedIn.  Say hi at media@wearerival.com, we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns. If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

    47 min
  5. Ocean Bottle’s Secret to Scaling Impact With 2 Billion Plastic Bottles

    8 OCT

    Ocean Bottle’s Secret to Scaling Impact With 2 Billion Plastic Bottles

    In this episode of Scratch, Eric chats with Will Pearson, Co-Founder of Ocean Bottle, the brand turning reusable bottles into vehicles for global impact. One of the biggest takeaways from Will’s story is how Ocean Bottle has made impact completely non-negotiable in its business model; every purchase is tied directly to measurable change. Rather than chasing the traditional direct-to-consumer routes, the brand leaned into B2B partnerships as its true growth engine, scaling faster through collaborations like Ed Sheeran’s tour than through paid ads.  Will also highlights that in a purpose-driven category, the goal isn’t to outcompete others but to grow the category as a whole. Ocean Bottle’s marketing reflects this mindset, relying on storytelling backed by proof, from the Change Collective initiative to transparent reporting on every kilo of plastic collected. Ultimately, the key learning for marketers is clear: purpose isn’t dead; it is evolving. And partnerships are how purpose-led brands grow. Watch the video version of this podcast on Youtube ▶️: [https://youtu.be/OQrmbdzNkg8] 📚 Chapters: 00:00 – Intro & Will’s background03:25 – Challenger brand shoutout: Freaks of Nature04:13 – Ocean Bottle’s mission & impact05:11 – Balancing purpose and profit07:22 – Competition (and why it doesn’t matter)11:12 - Mobilising community for impact12:48 – Launching B+ for leading B Corp brands19:09 – Marketing evolution: from DTC to partnerships22.05 – B2B growth channel (Ed Sheeran & others)23:25 – Lessons learned from 6 years of marketing25:13 – The next stage: scaling from 1M to 10M bottles26:48 – Differentiating through product innovation28:25 – Ocean Bottle’s culture of innovation31:47 – Lightning round (pizza, campaigns, pet peeves)🖊️Mentioned in the show: Freaks of Nature – reef-safe sunscreen brand co-founded by Kelly SlaterThe North Face – Ocean Bottle brand partnershipEd Sheeran – Ocean Bottle bottles featured on his tourNike - purpose-led brand referencePatagonia – purpose-led brand referenceScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Will Pearson, Co-Founder of Ocean Bottle, in this episode. Find Rival online at www.wearerival.com & LinkedIn Find Eric on LinkedIn Find Will on LinkedIn.  Say hi at media@wearerival.com. We’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns. If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

    37 min
  6. How Barclays Adopts a Challenger Mindset to Innovate a 300-Year-Old Brand

    24 SEPT

    How Barclays Adopts a Challenger Mindset to Innovate a 300-Year-Old Brand

    In this episode of Scratch, Eric chats with Lili, the Chief Marketing & Experience Officer of Barclays US Consumer Bank, about how she brought a challenger mindset from the hospitality and entertainment industry into one of the biggest banking players in the world. Lili shares how her experience at MGM shaped her approach to customer experience, and how she’s transformed Barclays to be more customer-centric, putting real people at the heart of every journey. Innovation at Barclays doesn’t start with technology; it starts with people: Lili introduced live client call listening for executives and designed accountable customer journeys to keep the brand ahead in a fast-changing industry The conversation also explores the delicate balance between digital efficiency and maintaining the human touch, why curiosity is now an essential skill for marketers, and the ways CMOs can leverage insights from outside their own category. Packed with practical advice and real-world examples, this episode is a must-watch for anyone looking to drive customer-focused growth and bring humanity back into marketing. Watch the video version of this podcast on Youtube ▶️:  https://youtu.be/MgNhEchujRY 📚 Chapters: (00:00:00) – Intro 🎙️(00:02:27) – Favorite Challenger-brand 🥤(00:06:04) – Barclays US brand overview 🏦(00:07:56) – Lili’s journey from Hospitality to Banking  🎰(00:16:41) – “Make It Better” and mindset shifts 🚀(00:18:43) – Customer journeys and accountability 🔑(00:22:56) – Restoring humanity in marketing 🤝(00:27:11) – Balancing AI efficiency with loyalty 🤖❤️(00:33:11) – Lightning Round ⚡🖊️Mentioned in the show: Poppi SodaTony’s Chocolonely – ScratchNationwide (UK) report - Customer journey organizational modelScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Lili Tomovich, the Chief Marketing & Experience Officer of Barclays US, in this episode. Find Rival online at www.wearerival.com & LinkedIn Find Eric on LinkedIn Find Lili on LinkedIn Say hi at media@wearerival.com, we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns. If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

    42 min
  7. The Secret Marketing Playbook Behind Burger King, Popeyes, & Tim Hortons

    16 JUL

    The Secret Marketing Playbook Behind Burger King, Popeyes, & Tim Hortons

    Watch our documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomM In this episode, Daniel Blumer, CMO of Restaurant Brands International (EMEA), breaks down how Burger King’s parent company keeps four iconic brands fresh in a noisy quick-service world. From ditching 1,000-slide reports to tapping local culture first, Daniel shares the practical framework that powers 7,000+ restaurants across Europe, the Middle East, and Africa. One key takeaway: Stop averaging—start individualizing. Daniel explains how looking at every store’s micro-market unleashed hidden growth, and why “emotional first, functional later” has become the new rulebook for launching Popeyes or Tim Hortons in new countries. If you lead marketing for a multi-brand, multi-market business, this conversation is your cheat sheet. Watch the video version of this podcast on Youtube ▶️: https://youtu.be/ws_GuCGOAlQ           📚 Chapters: (00:00:00) - Intro 🎙️(00:04:00) - Favorite challenger brand 🏆(00:05:48) - Overview of RBI(00:12:25) - Building Cultural Relevance 📊(00:18:56) - Sales, budget & market-share framework 💵(00:28:00) - Boutique agency network strategy 🤝(00:33:12) - Lightning Round ⚡🖊️Mentioned in the show: Liquid deathScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, joined this episode by Daniel Blumer of Restaurant Brands International. Find Rival online at www.wearerival.com, LinkedIn Find Eric on LinkedIn Find Daniel on LinkedIn. Say hi at media@wearerival.com, we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns. If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

    36 min

  8. 11 JUL

    Scratch Special: How Baby Eric & Baby Jenna Survived Cannes 2025

    This week, it's a Scratch special. Fresh off The Croissette at Cannes 2025, Baby Eric and Baby Jenna join us to share their key takeaways from the most talked-about event in all of marketing and advertising. As yes, we said Baby Eric and Baby Jenna. All courtesy of AI of course. But do expect serious, insightful, sometimes rogue insight and opinions as usual from the Rival team all about what CMOs need to know from Cannes this year.  What better way to discuss a major marketing event than in the shape of little babies, and we are emptying our diapers on the following: The death of the big 6AI reshaping the industry… or is it?How Gen Z all hate their phones, and experiential is the new digitalAnd much much more. In the words of Baby-Eric: Burp your CMO and let’s talk takeaways because baby, we’ve got thoughts!  Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns. If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024

    37 min
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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
    109
  • Rating
    Explicit
  • Copyright
    © 2025 We Are Rival
  • Show Website
    Scratch: CMO Interviews