Unicorny

Dom Hawes
  • 4.9 (41)
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Welcome to Unicorny, a podcast about business, strategy, innovating and commercial marketing. We speak to CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, influencers... anyone that can provide clues to finding and unlocking value.

  1. 11 FEB

    112. From 4% awareness to industry icon: ESET’s Jules Berriff reveals the secrets to brand resilience, trust, and long-term growth

    In this episode of The Unicorny Marketing Show, Jules Beriff, UK Marketing Director at ESET UK, reveals how businesses can build trust as a cornerstone for brand resilience. Jules explains why trust internally—within teams and leadership—and externally, with customers and partners, is crucial for navigating crises and driving sustainable growth.  What you'll learn:  The role of brand awareness in securing long-term customer loyalty Tips for fostering trust between marketing leaders and finance teams Insights into flat organisational structures that promote autonomy and collaboration How shared experiences and community-driven events spark channel partner loyalty  Don't miss this episode for a masterclass in turning challenges into opportunities. Listen now to better approach to brand strategy!  About Jules Berriff Jules Berriff graduated with a degree in Economics and Master’s in Cultural Management from Northumbria University.  Jules started working for the University on international projects whilst studying, moved into film, was seconded to BAFTA, and then, seduced by a job title, hopped into the old Business Link Service. After being made redundant, she spent a year in legal work focused on offices in the Middle East before returning to the cultural sector with the Science Museum Group. Jules then moved to English Heritage as Territory Marketing Manager for the North of England, before joining the Continuum Group in 2016 as Head of Sales, Marketing, and Brand Experience. Jules now works in the very different but exciting world of cybersecurity.  Jules has a commercial head on creative shoulders and adores marketing, relishing the complex and conflicting mix of data science overlaid with creativity that, when done right, can yield fantastic results.  Links Full show notes: Unicorny.co.uk  Watch the episode: https://youtu.be/PdZXTe7BNWs LinkedIn: Jules Berriff FCIM | Dom Hawes  Website: ESET UK  Sponsor: Selbey Anderson  Other items referenced in this episode:  Octopus energy  Safer kids online by ESET

    51 min

  2. 4 FEB

    111. Constraints and creativity: how ZF's Camilla Davison unlocks business's toughest challenges

    In this episode of The Unicorny Marketing Show, host Dom sits down with Camilla Davison, CMO of ZF Aftermarket, to explore how B2B marketing can deliver meaningful customer value.  Camilla shares her journey from consumer goods to the aftermarket industry, revealing key lessons about value creation, marketing leadership, and the challenges of balancing short-term profitability with long-term brand building.  What you'll learn:  The role of marketing insights in strategy development. How to build cross-functional relationships for better business outcomes. Why marketing must transition from a support function to a strategic driver.  Tune in for practical advice on shaping marketing as the hub of organisational growth.  About Camilla Davison Camilla Davison has had a long and windy career that has provided many exciting opportunities for fulfilling growth and new experiences. Starting very conventionally on a Marketing graduate recruitment scheme, Camilla spent 15 years with Kimberly-Clark on exciting Brands like Andrex and Kleenex. On moving to Africa, she found a different purpose in charitable work, supplying the basics in a more practical way for 6 years. On return Camilla settled back at KC to lead their baby business in Europe, driving both product and commercial innovation in a very competitive arena. Camilla then moved to B2B - taking those fundamental brand marketing skills to build brands in the public washroom arena. From there she went to a completely different arena of Autoparts and the aftermarket...First with Tenneco and now with ZF. Links Full show notes: Unicorny.co.uk  Watch the episode:  https://youtu.be/seBnHjQs0Jc LinkedIn: Camilla Davison | Dom Hawes  Website: ZF Aftermarket  Sponsor: Selbey Anderson  Other items referenced in this episode:  FMCG = fast moving consumer goods  OE = original equipment  BGM =  Buying group marketing

    48 min

  3. 28 JAN

    110. Marketing: the strategic powerhouse many businesses are missing with Lisa Quest

    Lisa Quest, Partner, Head of UK&I, Co-Head of Government and Public Institutions - Europe at Oliver Wyman, joins The Unicorny Marketing Show to discuss how marketing can transform from a cost centre into a powerful growth driver.   Drawing on her leadership experience, Lisa shares how aligning marketing strategies with leadership priorities and metrics can unlock unprecedented business impact.  What you’ll learn:  How marketing strategy becomes a translator for leadership priorities. Why building resilient marketing teams is essential in today’s market. Insights into aligning marketing metrics with leadership KPIs for greater impact.  Listen in to learn how you can redefine your marketing team as a driver of growth and strategy  About Lisa Quest Lisa Quest leads Oliver Wyman's Practice in the United Kingdom and Ireland working with public and private sector organizations to digitally transform, increase productivity, and drive effective and efficient public services for society. Links Full show notes: Unicorny.co.uk  Watch the episode: https://youtu.be/WbhVxauK0Cs LinkedIn: Lisa Quest | Dom Hawes  Website: Oliver Wyman  Sponsor: Selbey Anderson

    40 min

  4. 21 JAN

    109. Underestimating customers: the costly mistake businesses make with Jazz Aujla

    In this episode, Jazz Aujla, global head of digital marketing at Euromonitor International, shares her insights on aligning marketing efforts with customer needs. From her journey starting in research at Deloitte to a leader in digital marketing. Jazz breaks down why companies often underestimate their customers, the risks this poses, and how to avoid common pitfalls.  What you'll learn:  Why starting with the customer is vital for long-term growth. How to lay the right marketing technology foundations. The challenges and solutions of clean CRM data. Balancing AI in marketing with human insights. How data-driven marketing fosters sustainable growth.  Understanding your customers isn’t just a nice-to-have—it’s the difference between thriving and stagnating.   Jazz’s advice will challenge your assumptions and help you rethink how to align your marketing efforts with what your customers truly need.  About Jazz Aujla Creativity, communication and innovation have been at the heart of Jazz's career for the past decade. Jazz has delivered B2B acquisition strategies for professional services, SaaS and tech-forward businesses, with highly effective results.   As the current Global Head of Digital Marketing at Euromonitor International, she has led on the successful delivery of the new-look corporate website, growing acquisition marketing channels, as well as evolving the brand’s social media presence.   Links Full show notes: Unicorny.co.uk  Watch the episode:  https://youtu.be/aDadDuX2Adc LinkedIn:  Jazz Aujla | Dom Hawes  Website: Euromonitor  Other items referenced in this episode: Why marketers make the best startup founders with David Hart

    45 min

  5. 14 JAN

    108. Break trust? Break the business. Why brand is your most valuable asset with Christine Alemany

    Short-term gains often tempt businesses to cut corners—but at what cost? Christine Alemany joins The Unicorny Podcast to discuss balancing immediate profit demands with building long-term trust and authenticity. From high-profile corporate missteps to cautionary tales like Boeing and WeWork, Christine reveals why credibility matters and how sustainable growth stems from consistency. What you'll learn: The risks of prioritising short-term gains over trust-buildingKey lessons from brands like Microsoft, Coinbase, and Liquid DeathChristine’s 4-step process for maintaining credibility and consistencyHow businesses can align short-term performance with long-term growth Don’t let the profit trap hold you back—discover how authenticity can be your strongest growth strategy. About Christine AlemanyChristine Alemany is an engineer and revenue generator who is passionate about leading late-stage SaaS companies through growth. From the coding trenches to the executive boardroom, she brings over 20 years of experience across product, marketing, and sales to drive exponential growth for emerging growth and Fortune 100 companies, including Dell, Citi, and IBM. Christine is recognised for innovation, content, and customer experience, being named a LinkedIn Top Voice and one of the Top 30 Most Influential Fintech Marketers. Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/RRidTMrDwVo LinkedIn: Christine Alemany | Dom Hawes Websites: Most-Loved Workplace® Sponsor: Selbey Anderson Other items referenced in this episode: WeWork Coinbase Liquid Death Roger L. Martin Satya Nadella Google has fired 50 employees after protests over Israel cloud deal, organizers say, By Catherine Thorbecke, CNN Bud Light reveals cost of sales hit after trans influencer backlash 23. Value innovation in action: (Part 2) Promotion and place with Maja Gedosev, JetBlue Can anyone fix Boeing? By Claire Bushey and Philip Georgiadis, FT

    46 min

  6. 7 JAN

    107. Lessons about AI bias and what it means for businesses with marketing supremo Catherine Reed from SAP

    Catherine Reed, Senior Marketing Director at SAP and PhD candidate in bias and AI for marketing, shares her expertise on using AI to enhance marketing strategies. Together with Dom Hawes, Catherine discusses the practical benefits of AI in customer scoring, its role in account-based marketing (ABM), and strategies to identify and manage bias in AI tools. What you'll learn: How to make the most of AI-powered tools in marketing.Common pitfalls of bias in AI systems and how to mitigate them.Simple ways to start integrating AI into your marketing processes.The importance of collaboration between sales and marketing using technology. Listen now to discover practical steps for improving marketing precision with AI. About Catherine ReedCatherine is a passionate and results-driven marketing leader with 12+ years of experience in the B2B software & technology industry. Her career spans across multiple disciplines in the marketing ecosystem and has led her to her current leadership role at SAP in Global Program Management. She is currently completing a PhD in Artificial Intelligence at the University of Gloucestershire, with her research focusing on mitigating the propagation of bias through AI use in marketing. Her interests lie in a modern MarTech stack, next generation marketing technologies and how this translates into a better customer experience. She is inspired by possibility, driven by challenge... Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/h39dsfVnl9g LinkedIn: Catherine Reed | Dom Hawes Websites: SAP Sponsor: Selbey Anderson Other items referenced in this episode: NotebookLM Bishop, S. (2018). Anxiety, panic and self-optimization: Inequalities and the YouTube algorithm. Convergence Luhang Sun, et al. (2024). Smiling women pitching down: auditing representational and presentational gender biases in image-generative AI. Journal of Computer-Mediated Communication EU Artificial Intelligence Act

    40 min

  7. 31/12/2024

    106. What you need to know for marketing in 2025 and what you've got to look forward to with Dom and Rachel

    Happy New Year! As we step into 2025, it’s time to reflect on the lessons of the past year and gear up for the challenges and opportunities ahead. Rachel discusses her upcoming book, Rebrand Right, written with Sarah Robb, and its mission to empower marketer everywhere with the why and the how to drive business growth, making imposter syndrome so very last year! Dom and Rachel discuss what’s coming up in 2025—and announce big plans for the show, including the “27 States” framework. What’s covered: • A sneak peek into Rachel’s new book and the challenges of writing it. • The biggest lessons from the show's format experiments. • Exciting plans for The Unicorny Marketing Show next year. • What marketers need to think about in 2025. Listen in for a thought-provoking, forward-looking conversation that’ll leave you inspired for the year ahead! Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/zXT3GSSF8ew LinkedIn: Rachel Fairley | Dom Hawes Sponsor: Selbey Anderson Other items referenced in this episode: 38. Secrets of a brandmaster: beating brand enemies The Unicorny Marketing Show: Sarah Robb Rebrand Right by Rachel Fairley and Sarah Robb, on pre-sale now in all bookshop websites- publishes on 22 April 2025.  95. Impossible to Ignore with Carmen Simon The Unicorny Marketing Show: Geoffrey Moore How Brands Grow by Byron Sharp The Unicorny Marketing Show: Ben M. Bensaou The Unicorny Marketing Show: Graham Wylie The Unicorny Marketing Show: Leo McCloskey The Unicorny Marketing Show: Peter Russell-Smith The impact of changing episode frequency on audience growth – The Unicorny Marketing Show

    50 min

  8. 24/12/2024

    105. The Unicorny Christmas show and tell with the whole gang

    What do you get when you cross Unicorny bloopers with Dom?... A roasted potato🥔  Find out why, as Dom and the Unicorny crew celebrate Christmas with a few outtakes (kindly provided by Pete the editor) and a look at some of our favourite moments.  Join us for a laugh and a touch of brand w**k in this festive wrap-up episode.  Links  Full show notes: Unicorny.co.uk  Watch the episode: https://youtu.be/8MWkWG_2C54 LinkedIn: Dom Hawes | Nichola Fairley | Pete Allen | Laura Taylor Sponsor: Selbey Anderson  Other items referenced in this episode:  95. Impossible to ignore with carmen simon  96. Rebel writing: how brandwank is killing your comms  The Unicorny Marketing Show: Maya Price

    32 min
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4.9
out of 5
41 Ratings

About

Welcome to Unicorny, a podcast about business, strategy, innovating and commercial marketing. We speak to CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, influencers... anyone that can provide clues to finding and unlocking value.

Information

  • Creator
    Dom Hawes
  • Years Active
    2022 - 2025
  • Episodes
    114
  • Rating
    Clean
  • Copyright
    © Copyright 2025 Dom Hawes
  • Show Website
    Unicorny