Scratch: CMO Interviews

Rival
  • 5.0 (17)
  • MARKETING
  • UPDATED WEEKLY
Scratch: CMO Interviews

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. How Boxraw Is Fighting Its Way to the Top of the $1.3Bn Global Boxing Market 🥊

    1 DAY AGO

    How Boxraw Is Fighting Its Way to the Top of the $1.3Bn Global Boxing Market 🥊

    In this episode, we chat with Ben Amanna, CEO of Boxraw, a leading boxing apparel and equipment brand, that was featured in Creed 3. Ben shares how he's building an authentic lifestyle brand around boxing, with a vision to make Boxraw “the reason why the world got into boxing.” He discusses 1 - the importance of community and authenticity in brand building, 2 - community initiatives like Sprint Club and Sparring Club, and 3 - the role storytelling plays in brand building. If you're into entrepreneurship, branding, or boxing, this episode is a must-listen!

    50 min
  2. 170% YoY Growth: Bespoke Beauty Brands' Secret to Disrupting the Beauty Industry

    SEP 25

    170% YoY Growth: Bespoke Beauty Brands' Secret to Disrupting the Beauty Industry

    We're joined by the CEO of Bespoke Beauty Brands, Stacey Tank in this episode. Founded by Toni Ko in 2019, Bespoke Beauty Brands, LLC is reshaping the landscape of affordable luxury beauty. The company blends its deep expertise in color cosmetics with the creative brilliance of artists like KimChi and Jason Wu, while embracing core values of creativity, inclusiveness, and self-acceptance. Stacey gives us a behind-the-scenes look at what has driven the company's success, particularly with the KimChi brand, which has achieved remarkable triple-digit growth year after year. She shares how authenticity and a commitment to building genuine communities lie at the heart of BBB's marketing strategy.

    55 min
  3. The B2B Brand Playbook: Lessons From Paddle's Journey to Becoming a $1.4Bn Unicorn

    SEP 11

    The B2B Brand Playbook: Lessons From Paddle's Journey to Becoming a $1.4Bn Unicorn

    We are joined by Andrew Davies, CMO of Paddle in this episode. Paddle is a comprehensive payment infrastructure provider for SaaS companies, handling complex aspects like payments, taxes, and subscriptions. The company has achieved unicorn status with a $1.4 billion valuation and serves about 4,000 companies worldwide. Andrew discusses Paddle's approach to brand-led B2B marketing and how it's differentiating itself in the competitive SaaS market. He shares valuable insights into three key areas: 1- The importance of long-term brand investment in B2B, 2 - Adapting B2C and lifestyle brand strategies for B2B audiences, and 3 - The evolution of the CMO role as a commercial operator. Andrew's experience with Paddle offers a compelling look at building a strong B2B brand through innovative content strategies and identifying under-considered growth opportunities. If you work for or own a B2B brand, then this episode is for you!

    41 min
  4. How Hyrox is Becoming the Fastest-Growing Sport in a $6.73Bn Market

    JUN 26

    How Hyrox is Becoming the Fastest-Growing Sport in a $6.73Bn Market

    We are joined by Moritz Fuerste, Olympic Gold Medalist & Co-founder of Hyrox in this episode. Hyrox has carved out a new niche in sports termed "fitness racing," blending running with functional fitness to create a unique competitive platform for fitness enthusiasts. It is experiencing explosive growth in cities worldwide, with participation skyrocketing to over 210,000 athletes across 30 cities in the 2023/24 season and events selling out rapidly. He discusses the the strategic growth model of Hyrox and how it's establishing itself within the bustling fitness market, without running any paid media! Moritz shares valuable insights into three key areas: 1- The creation of a new sport category, 2 - The power of community-driven marketing, and 3 - The tactical use of earned media to enhance brand visibility and engagement. Moritz's journey with Hyrox offers a compelling look at building a brand from the ground up through community engagement and building strategic partnerships with your vendors. Whether you're a fitness enthusiast or a marketing lead, there's a wealth of actionable advice and thought-provoking strategies in this episode.

    47 min
  5. How Fever-Tree Became the Leader of the $9.5Bn Premium Mixers Category

    JUN 12

    How Fever-Tree Became the Leader of the $9.5Bn Premium Mixers Category

    In this episode, we're joined by Jeremy Kanter, the CMO of Fever-Tree. Fever-Tree is a distinguished global brand known for its premium drink mixers & tonic waters, designed to complement the world’s finest spirits. Jeremy previously worked as the Marketing Director, of ‘Beers & Ciders’ at Diageo, and has been in this industry for 30 years. In our discussion, we explored: 1- How established companies approach innovation, 2- Signs that a category is ripe for disruption, and 3 - What it truly takes to build an authentic premium brand in a crowded space. In the early stages of a brand, it's important to create advocacy and customs around your product - Jeremy discusses how Fever-Tree did this right from the start. If you are in a crowded category and want to stand out with a premium & differentiated brand, then this episode is for you.

    50 min
  6. The Truth Behind the World’s Biggest LGBTQ+ Brand with the SVP, Brand Marketing of Grindr

    MAY 29

    The Truth Behind the World’s Biggest LGBTQ+ Brand with the SVP, Brand Marketing of Grindr

    In this episode, we’re joined by Tristan Pineiro, the SVP of Brand Marketing and Communications at Grindr. Tristan discusses how authenticity & truth have played a pivotal role in building Grindr's brand worldwide. He emphasizes that if you want your marketing efforts to be successful, understand and align the three brand truths - who you say you are, who people say you are, and who you really are. After a career built at some of the most notable brands in the world from Netflix to Bumble, Tristan’s marketing philosophy is about shaping marketing around the actual use cases of the product (i.e. the job to be done). There is also a delicate balance between achieving commercial success, and Grindr's mission of serving the LGBTQ+ community, which Tristan breaks down in this episode. This episode is packed with valuable advice and mental models for marketers who want to build an authentic positioning & point-of-difference with their brand.

    48 min
  7. Creating Series-E Impact with a Pre-seed Budget with the CMO of Tomorrow.io

    MAY 15

    Creating Series-E Impact with a Pre-seed Budget with the CMO of Tomorrow.io

    We’re joined by Dan Slagen, the CMO of Tomorrow.io in this episode. Tomorrow.io is a global weather intelligence company that has truly challenged and changed the way weather prediction operates ⛈️. Their lean marketing team of just 4 people has managed to build a powerful global brand around their service 🌎. How did they do this? 1- Storytelling, 2 - Leveraging media coverage, 3- Aligning tightly with sales, and 4- AI/automation. Throughout the conversation, Dan emphasizes the importance of taking creative swings, balancing short and long-term initiatives, and speaking the board's language (by tying marketing efforts to business impact) 🏢. He talks about how maintaining a CEO mindset as a CMO has been critical in bringing Tomorrow.io to the stage it’s at today. This episode is packed with advice for marketers who want to get more buy-in & build a better relationship with their board.

    56 min
  8. The $100Bn Secret for Marketing Chinese Brands with the Ex-CMO of Huawei & Didi

    MAY 1

    The $100Bn Secret for Marketing Chinese Brands with the Ex-CMO of Huawei & Didi

    In this episode, we’re joined by Andrew Garrihy, an experienced global CMO who has excelled in the highly competitive Chinese market. Andrew gives us a glimpse into the mindset and values that drive Chinese business culture. He shares valuable lessons on how to navigate hierarchies, earn respect, and prioritize collective wisdom over individual success. He also takes us through the "Chinese agile marketing" framework that allowed Huawei to rapidly launch 50 new products each year in various global markets. This episode provides a unique insider's perspective that every ambitious marketer should listen to, including tips on effectively communicating with different cultures.

    49 min
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Trailer

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About

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 - 2024
  • Episodes
    86
  • Rating
    Clean
  • Copyright
    © 2024 We Are Rival
  • Show Website
    Scratch: CMO Interviews

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