BEYOND THE BRAND

Sampl
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Beyond the Brand takes you inside the minds of today’s top marketing leaders to uncover the strategies, insights, and challenges shaping the future of brands. Hosted by Matt Huntly and Adam Wright, each episode features candid conversations with experts across retail, media, e-commerce, and consumer goods. From digital transformation to first-party data and retail media to product innovation, we explore what’s really driving success in modern marketing. Produced by Sampl. Precision product sampling that puts your product in the hands of real buyers. Visit www.sampltech.com for more info.

  1. How to transform a brand people already love | Michele Ricci | Head of Global Marketing | Nestlé Pure Life and local brands

    MAY 7

    How to transform a brand people already love | Michele Ricci | Head of Global Marketing | Nestlé Pure Life and local brands

    You can get water from a tap for free. So why does anyone pay for a bottle? And why do some people pay more for one bottle over another? Michele Ricci is Head of Global Marketing for Nestlé Pure Life and local brands. He has spent 15 years working on Nesquik, San Pellegrino, and Buxton, in some of the most commoditised categories on the shelf. In this episode, Michele talks through how he moved Nesquik from a sugary kids' powder into a lower-sugar, fortified breakfast brand, and why Nestlé retargeted parents instead of doubling down on children. He explains the renaming of San Pellegrino's range from "sparkling fruit beverages" to "Italian sparkling drinks", and how that single naming decision opened up new opportunities, a more premium shelf, and a stronger Italian story. He also covers the Buxton x Mind "Sweat and Tears" platform, the London Marathon takeover, and the launch of Inspired by Buxton Peak, a new functional water now rolling out in UK retailers. In this episode: Why premium is a language and an experience, with price doing less of the work than people assumeHow to shift a 30-year brand perception without losing the loyal baseWhy low-funnel experience and sampling now belong at the centre of brand buildingHow a brand purpose only sticks when it connects to a real human tensionA useful listen for any marketer working with a brand in a category where the customer sees the product as interchangeable.

    40 min
  2. The content engine that keeps Heinz in every conversation | Karen Owen, Kraft Heinz

    APR 20

    The content engine that keeps Heinz in every conversation | Karen Owen, Kraft Heinz

    85% of Heinz's in-house content hits or beats the engagement rates their external agencies deliver. Karen Owen, Chief Growth Officer for Europe and Pacific at Kraft Heinz, built the team behind that. In this episode, she talks through the architecture of The Kitchen, Heinz's content studio now running across 4 continents, how it operates alongside external agencies rather than replacing them, and what it takes to keep a brand that has existed for 157 years part of cultural conversations while they're still happening. Karen Owen on LinkedIn

    33 min
  3. How to build a brand universe worth belonging to with Michael Edelmann, 111SKIN Ex. Dr. Barbara Sturm, Business of Fashion

    MAR 30

    How to build a brand universe worth belonging to with Michael Edelmann, 111SKIN Ex. Dr. Barbara Sturm, Business of Fashion

    In this episode, luxury marketing expert Michael Edelmann (CMO, 111SKIN. Ex. Dr. Barbara Sturm, Business of Fashion, Gucci) talks about what it takes to build a brand universe that people genuinely want to belong to, and why that matters for anyone managing a brand in FMCG. He explains how 111SKIN rebuilt its loyalty programme around belonging after realising that points and discounts were driving repeat purchases without creating any real community. That shift shaped everything from how they approach partnerships to how they think about influence. Michael walks through the Repairs Van activation, which landed because it was tied to a story, and how they amplified it digitally to reach customers who were nowhere near London. He also talks about why founder-led storytelling works when the founder has genuine, daily authority in their field. If you're a brand manager sitting between quarterly performance targets and long-term brand building, this episode gives you a practical framework for making the case that community compounds. Michael Edelmann on LinkedIn

    44 min
  4. How Headspace built a brand bulletproof enough for Disney and Netflix with Caroline Pay (Ex. Headspace, Mother, BBH, Grey)

    MAR 17

    How Headspace built a brand bulletproof enough for Disney and Netflix with Caroline Pay (Ex. Headspace, Mother, BBH, Grey)

    In this episode, Caroline Pay (Ex. Headspace, Mother, BBH, Grey) discusses the creative layer that sits between a brief and the work that comes back, and why, in her experience, it is almost always missing. The brief lands with a designer. The thinking that should happen in between — the strategic and conceptual work that turns a problem into something distinctive — gets skipped. The result is work that looks like everything else, teams that can't move fast without losing quality, and brands that never quite compound. Caroline spent 20 years at agencies including Mother and BBH before becoming CCO at Headspace, where she built a brand system tight enough to hold its own against Disney, Netflix, Nike, and Spotify. She draws on that experience to explain what the missing layer is, how to build it, and why hiring a designer and calling it a creative team isn't the same. This episode is for every senior marketer who suspects their creative process is the problem but hasn't been able to name why. Caroline Pay on LinkedIn

    46 min
  5. From “Good old Boots” to 10 quarters of market share growth with Peter Markey (Ex. Boots, TSB, Aviva, Post Office)

    MAR 3

    From “Good old Boots” to 10 quarters of market share growth with Peter Markey (Ex. Boots, TSB, Aviva, Post Office)

    In this episode, Peter Markey talks about life as a CMO of a heritage brand and the need to adapt. Consumers change, categories mature, and competitors want to take your hard-earned market share. At the same time, your brand only grows if it stands for something clear and consistent. Pete draws on his time leading marketing at Boots, TSB, Aviva and the Post Office to explain how to manage that in large organisations. He shares how strong marketing leaders can take advantage of all that heritage, but also build for the future. They make deliberate choices about what stays constant and what genuinely needs to evolve. A fascinating episode for anyone interested in peering into the mind of one of the best marketers in modern retail. Peter Markey on LinkedIn

    42 min
  6. 84% of marketers feel like imposters. Prof. Laura Chamberlain explains why. (Warwick Business School)

    FEB 16

    84% of marketers feel like imposters. Prof. Laura Chamberlain explains why. (Warwick Business School)

    84% of marketers report experiencing imposter syndrome. It reflects the reality of working in a discipline built on ambiguity. In this conversation, Professor Laura Chamberlain explains why marketing operates in shades of grey, while teams are still expected to deliver clear ROI narratives and confident answers. When your work depends on context, judgement and human behaviour, doubt isn’t a defect. It’s a signal that the problem is complex. In this conversation, Laura and Adam explore: → why more knowledge doesn’t automatically resolve self doubt→ why resilience is built through everyday practices, not crisis moments→ why marketing still works on human beings, not algorithms→ how frameworks help you think more clearly when certainty isn’t available If you’ve ever had to defend a budget, justify a decision, or speak with confidence when the data tells an incomplete story, this episode will feel familiar. It offers a steadier way to think under pressure and a more realistic understanding of what professional confidence requires.

    49 min
  7. How leaders unlock value in legacy brands | Jordan Schlipf | Cowshed

    FEB 2

    How leaders unlock value in legacy brands | Jordan Schlipf | Cowshed

    Many senior brand managers believe that only new ventures can deliver big wins. This conversation shows why unlocking value in established brands can create sustainable growth. Jordan Schlipf left the excitement of building tech startups to lead Cowshed, a heritage bath and body beauty brand. He explains how modernising an existing brand, building a trusted team and using measured risk can unlock dormant potential. Jordan has built and invested in numerous technology companies, co‑founded the Startup Bootcamp accelerator and now serves as the hired CEO of Cowshed, part of the Soho House group. His blend of entrepreneurial grit and operational discipline gives him a rare perspective on growth and risk. Listeners will discover: How unlocking hidden value in legacy brands can lower risk and open new opportunities for scale. Why recruiting exceptional talent and setting a clear vision are a CEO’s primary responsibilities. How to wake a “sleeping giant” by modernising product development and bringing creative edge back to a heritage brand. What it takes to build trust when you are not the founder and do not come from the category. How measured creativity in product names and home fragrance can reignite brand love. This episode is a must‑listen for leaders responsible for growing established consumer brands or rethinking their growth strategy. Jordan’s reflections will help you see how mature businesses can become growth engines when you align vision, talent and strategy. Guest links: Jordan Schlipf on LinkedIn Cowshed official site

    43 min
  8. Why growth is experimentation, not marketing | Hannah Parvaz | Aperture | Ex. Dice

    JAN 19

    Why growth is experimentation, not marketing | Hannah Parvaz | Aperture | Ex. Dice

    Growth is not a checklist of marketing tactics. It is a series of small experiments that help you learn what truly matters to your customers. In this episode Adam Wright sits down with Hannah Parvaz, founder of Aperture, a UK‑based growth consultancy. She explains why treating growth like science, not advertising, leads to deeper insights and better results. Why this conversation matters now Many brands are cutting budgets and looking for quick wins. Hannah argues that short‑term tricks create noise but not loyalty. Instead she shows how curiosity, user research and iterative testing unlock lasting growth, even in a tough market. Her approach is especially relevant for senior brand managers who want to build resilient brands. About our guest Hannah Parvaz is a growth leader who has helped hundreds of mission‑led apps scale sustainably. She began her career in the music industry, moved into tech and now leads Aperture, where she combines customer psychology with creative experimentation to drive results. Her teams have cut advertising costs by 93% and delivered repeatable growth for subscription products. Outcomes you will learn Why “jobs to be done” conversations reveal hidden user motivations and how to use them in your marketing How to build a creative operating system that delivers winning ads week after week Why focusing on experimentation over perfection speeds up decision‑making and growth How mission‑led businesses choose clients that align with their values and why that pays off Practical ways to nurture curiosity and empathy as a marketer As you listen you will hear simple stories that make growth feel human. By the end you will see how adopting an experimentation mindset helps you decide where to focus, build better products and create marketing that matters. Links Linkedin: https://www.linkedin.com/in/hnpvzWebsite: www.hannahparvaz.comTwitter: twitter.com/hannahparvazInstagram: www.instagram.com/hnpvzCompany website: www.aperture.londonCompany Instagram: www.instagram.com/aperture.londonCompany TikTok: www.tiktok.com/@aperturelondonThis episode is sponsored by Sampl. Sampl is a digital sampling platform for FMCG and beauty brands that turns product trial into measurable, accountable growth by connecting sampling to real consumer data and purchase behaviour. Learn more at https://www.sampltech.com

    48 min
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About

Beyond the Brand takes you inside the minds of today’s top marketing leaders to uncover the strategies, insights, and challenges shaping the future of brands. Hosted by Matt Huntly and Adam Wright, each episode features candid conversations with experts across retail, media, e-commerce, and consumer goods. From digital transformation to first-party data and retail media to product innovation, we explore what’s really driving success in modern marketing. Produced by Sampl. Precision product sampling that puts your product in the hands of real buyers. Visit www.sampltech.com for more info.

Information

  • Creator
    Sampl
  • Years Active
    2025 - 2026
  • Episodes
    25
  • Rating
    Clean
  • Copyright
    © Sampl
  • Show Website
    BEYOND THE BRAND