The Marketing Society podcast The Marketing Society podcast

This episode is the second in our series on entrepreneurial thinking, or channelling the best of start up energy, that can benefit any brand, whatever the size. In our first episode we looked at the benefits of entrepreneurial thinking and identified 6 principles that can benefit any brand. Today, we’re looking at how one brand has used entrepreneurial thinking to scale and get ahead- The Marketing Society’s Brand Of The Year 2023, Lucky Saint. 
Ruth Fittock interviews Lucky Saint’s Marketing Director Kerttu Inkeroinen who lifts the lid on her approach to marketing and how Lucky Saint became the UK’s most loved alcohol-free brand. 
About Ruth
Ruth has almost 20 years experience building brands- from start-up to scale up, launch to acquisition. She’s helped U.S brands (vitaminwater, popchips) launch and scale in the UK and grown brands from scratch here too (Simply Roasted Crisps). Ruth has recently started a new consultancy- Tomorrow Brands, to help the purpose-driven global brands of tomorrow launch in the UK.
About Kerttu
Kerttu has worked in consumer goods for over 18 years, starting her career working in both sales and marketing roles with household-name brands of Kimberly-Clark (Kleenex, Andres and Huggies) before moving on to journey through drinks sector: from The Coca-Cola Company leaping into the world of scale up at Union Hand-Roasted Coffee, UK’s leading ethical speciality coffee roaster, leading the brand’s repositioning and launch into consumer markets and going through scale-up journey with the business, before joining Lucky Saint in 2022. She was selected as one of Marketing Week’s Top 100 most Effective Marketeers in 2023 and is a judge for Marketing Week, The Drum and IPA Effectiveness Awards.
Find out about the latest The Marketing Society events here and if you're not a member yet, what are you waiting for? Find out about how to join here.

On the latest Shiny New Object podcast, we explore how data-driven B2B marketers can quantify both the tangible financial impact of marketing as well as intangible brand growth through the lens of return on marketing investment. Mikko Vesterinent, Senior Manager, Digital & Data-Driven Marketing at Valmet, advocates understanding customer needs through networking and behavioural science to inform strategic and tactical measurement.
The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

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 

Bayer's Global Head of Data Driven Marketing, Emre Acikel, has found the recipe for marketing magic by combining creative and media analysis and optimisation for better campaign performance.
On the latest episode of the Shiny New Object Podcast, find out how he's increased marketing effectiveness, as well as why marketing leaders should never go far from the trenches and the power of continuing to build your skills.
The Shiny New Object podcast is a production of Automated Creative, a creative effectiveness platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net

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