The Commercial Confidence Podcast

Sellex
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Welcome to the Commercial Confidence Podcast, brought to you by Sellex. Having supported the industry we love with commercial consultancy, training and change management for over 20 years, our purpose is to create Commercial Confidence on the industry that we love. We are paving the way for the future leaders in our industry to thrive. In everything we do, we consider the impact on people, planet and profitability in equal measure and support our clients to do the same. We exist to grow people and grow businesses. Our podcast brings inspiration from leaders from all over the world of consumer goods; brand owners, technology providers, sales leaders, marketers and many more. We have hand-picked people who lead the thinking in their fields, never settling for the status quo, seeking to improve the way things are done. Join us as we meet new people every month, sharing with you their journeys, learnings, insights and best practice – how have they developed commercial confidence and what is their advice for all of us!

  1. Sep 14

    Mark Simester: Healthy Cakes & High Stakes! Marks Journey

    Former Nestlé, Warburtons and Soreen leader Mark Simester joins us to share why he walked away from a £400m portfolio to launch Imaginakery and Jungle Squad – a kids’ cake brand that behaves like a media company. We get into healthier snacks for children, turning cakes into a story-led universe (trading cards, AR, YouTube), and the emotional reality of leaping from corporate comfort to startup chaos. Essential listening for anyone in FMCG, brand building, or thinking about making the jump!

  2. Jul 13

    Phil Toms: Understanding Incrementality - Identifying The Strategies That Drive Genuine Growth!

    In this episode, Anthony Carr sits down with Phil Toms, founder of See Round Corners, to explore what drives genuine, sustainable growth in today's FMCG landscape.   Drawing on leadership experience across British Meat, Cereal Partners UK, Charles Wells, and his own venture Sown & Grown, Phil shares practical insights into building brands, driving commercial performance and making better business decisions.   Together they discuss: Why stronger alignment between sales and marketing creates better commercial outcomes. How understanding incrementality helps businesses identify genuine sources of growth. Why unlocking existing brand assets can often deliver greater value than constantly chasing the next new idea. What retailers are really looking for from their supplier partners. Why spending time in-store remains one of the most valuable ways to understand shoppers and customers. How trends such as GLP-1, AI and changing consumer behaviours are reshaping the food and drink industry.   Phil also shares the thinking behind See Round Corners, discussing how an external perspective, combined with commercial experience and strategic thinking, can help businesses uncover opportunities, overcome blind spots and accelerate sustainable growth.

  3. Feb 2

    Bryony Thomas: Watertight Marketing in Practice - Journeys, Lessons & Lasting Advice

    In this episode, Bryony Thomas, creator of the Watertight Marketing methodology and author of the bestselling book of the same name, joins us to talk about building sustainable, profitable marketing systems that actually convert. We cover: Bryony’s journey from agency life and Microsoft accounts to founding her own business and creating Watertight Marketing The bucket, funnels, and taps analogy, and why you must build your customer journey backwards The 13 touchpoint leaks and how to use them to diagnose where your sales are slipping away Why “functional is a milestone on route to world class” and how to escape perfectionism so you can ship and learn The power of not forgetting existing customers – from surfacing “hidden” value on invoices to properly showcasing the goodwill you give away Why consistency beats “big bang” campaigns, and how little-and-often marketing compounds over time The surprising effectiveness of physical marketing (direct mail, lumpy mail, merch) in an AI-saturated, digital-first world How to outthink – not outspend – bigger competitors Bryony’s personal journey as a pancreatic cancer survivor, what it taught her about stamina and discipline, and how those lessons translate directly into marketing and business building A preview of her new book, “101 Ways Customers Are Like Cats”, and what cats can teach us about client behaviour and customer journeys If you’re a founder, leader, or marketer trying to make your marketing pay its way – especially with limited resources – this conversation is packed with practical ideas, memorable analogies and hard-won lessons you can apply straight away.

  4. 09/22/2025

    David Knibbs & Lydia Smith: Beyond The Bean - Building TOFOO Co

    Join us for an inspiring episode as we sit down with David and Lydia, founders of The Tofoo Co, in Malton, North Yorkshire. Discover how they left their corporate careers to build a values-driven, independent food business from the ground up. Lydia and David share candid stories about the challenges and triumphs of entrepreneurship, from buying a small tofu company to scaling it into a national brand. Learn about the importance of company values, resilience through tough times, and the power of a strong partnership. Whether you're a food industry professional, aspiring entrepreneur, or just love a good business story, this episode is packed with valuable lessons and real-world insights. Don’t miss their advice on brand building, overcoming tofu phobia, and the secrets behind their steady growth in the plant-based market! #Entrepreneurship #SmallBusiness #PlantBased #Tofu #BusinessJourney #Podcast #FoodIndustry #Startup #BusinessGrowth #UKBusiness #Inspiration

  5. 07/14/2025

    Andy Phelps: From Retail to Optics: A Leadership Journey of Learning, Purpose, and Passion

    In this episode, Andy Phelps, Operations Director at Specsavers, reflects on his 20+ year career across Sainsbury’s, Co-op, and Specsavers. Andy shares candid stories about learning from mistakes, the importance of mentorship, and how values and purpose have shaped his leadership style. He discusses the challenges of managing global teams, adapting to new industries, and building strong supplier relationships. Listeners will gain practical advice on developing resilience, fostering a learning mindset, and creating balanced, high-performing teams. Perfect for anyone interested in leadership, retail, or personal growth. Key topics: Andy’s career journey and leadership evolution Lessons from retail and supply chain management The role of mentorship and continuous learning Balancing ambition, well-being, and team culture Embracing change and staying passionate in your work

  6. 06/02/2025

    Andy Johnston: Navigating Retail Relationships, Insights from Advantage Group!

    In this eye-opening episode of the Commercial Confidence Podcast, Andy Johnston, Managing Director of Advantage Group UK, reveals the hidden dynamics between retailers and suppliers. Learn how top businesses collaborate, overcome challenges, and drive growth in today's competitive marketplace.    Key Insights:  ✓ The power of B2B research  ✓ Strategies for building strong industry relationships  ✓ Future trends in retail and supplier interactions  ✓ Leadership lessons from a seasoned industry expert    Whether you're a business leader, entrepreneur, or aspiring professional, this episode offers invaluable insights into creating successful commercial partnerships. Discover the secrets of commercial confidence and take your business relationships to the next level.   #CommercialConfidence #RetailStrategy #BusinessInsights #LeadershipDevelopment

  7. 03/31/2025

    Nick Adams: Following the Shopper, Maximising the ROI!

    In this episode of The Commercial Confidence Podcast, host Anthony Carr (CEO of Sellex) sits down with Nick Adams, a 20-year veteran of brand experience and shopper marketing. As the Founder of Sense Marketing, Nick has worked with global brands like Molson Coors, Unilever, and Ferrero, expanding his business into the U.S. and navigating major industry shifts. From surviving the COVID-19 pandemic to reshaping the world of experiential and shopper marketing, this conversation is packed with invaluable insights on business resilience, marketing innovation, and the future of brand engagement. 🔹 What You’ll Learn in This Episode: ✅ How to build a resilient marketing agency – Lessons from the pandemic ✅ The evolution of shopper marketing – Connecting brand and sales ✅ Adapting to industry shifts – Maximizing ROI in a budget-conscious world ✅ Behind-the-scenes of major brand activations – Nobu’s 30th Anniversary, TikTok events, and more! 🎧 Don't miss this insightful discussion with one of the industry's leading experts! 🔔 Subscribe for more expert insights! 📌 Timestamps: 00:00 - Introduction & Meet Nick Adams 02:15 - Founding Sense Marketing & Business Growth 06:30 - Overcoming COVID-19 Challenges & Reinvention 12:45 - Shopper Marketing: Trends & Evolution 18:20 - Inside Major Brand Activations (Nobu, TikTok, Madrí Beer) 25:00 - The Future of Brand Experience & Growth Strategies 💡 Memorable Quote: "The opportunity moving forward is truthfully as great as has ever been."

  8. 03/17/2025

    Mike Luck: Corporate to Business Builder - Helping Brands Win!

    In this episode, we sit down with Mike Luck, founder and CEO of Curatyx, to explore his incredible journey from working at Marks & Spencer and Sainsbury’s to launching his own company in 2021. Mike shares insights into the world of sourcing solutions, including Curatyx’s exclusive agreement with Sainsbury’s to sell their products globally and their work with international retailers and brands. He dives into key topics like category strategy, internal selling, and the challenges of exporting post-Brexit. Plus, Mike offers valuable advice on networking, differentiation in retail, and the importance of focus and continuous learning in business. Whether you're in retail, sourcing, or entrepreneurship, this episode is packed with insights you won’t want to miss

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About

Welcome to the Commercial Confidence Podcast, brought to you by Sellex. Having supported the industry we love with commercial consultancy, training and change management for over 20 years, our purpose is to create Commercial Confidence on the industry that we love. We are paving the way for the future leaders in our industry to thrive. In everything we do, we consider the impact on people, planet and profitability in equal measure and support our clients to do the same. We exist to grow people and grow businesses. Our podcast brings inspiration from leaders from all over the world of consumer goods; brand owners, technology providers, sales leaders, marketers and many more. We have hand-picked people who lead the thinking in their fields, never settling for the status quo, seeking to improve the way things are done. Join us as we meet new people every month, sharing with you their journeys, learnings, insights and best practice – how have they developed commercial confidence and what is their advice for all of us!

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