Time For A Reset Marketing Podcast: Insights from Global Brand Marketers

Overline
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  • MARKETING
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Welcome to Time for a Reset, the marketing podcast that gets behind the thinking of the industry’s sharpest leaders who are shaping the world’s most iconic brands.  We ask the big questions: What does it take to drive real change? How do you stay ahead when the ground keeps shifting?  From changing consumer expectations to marketing’s growing role on the board agenda, each episode digs into what matters now and what’s coming next.  Expect smart conversations, practical takeaways, and a fresh perspective on what it means to lead in today’s marketing landscape.  New episodes drop regularly.   Tune in, reset your thinking, and get ready to turn strategy into action. 

  1. Putting Products at the Centre of Brand Building at Flora Food Group

    2D AGO

    Putting Products at the Centre of Brand Building at Flora Food Group

    In this episode, Tiffany Wilburn is joined by Joanie Kwok from Flora Food Group to explore the intersection of data, creativity, and product innovation. Joanie shares her perspective on why the marketing industry needs a reset on how it views the relationship between brand strategy and product development. She argues that true brand building starts with the product itself and requires a deep understanding of human tension that numbers cannot always capture. Joanie discusses her practical approach to consumer research, including the value of the kitchen test to find the small delights and frictions that data reports often miss. They look at how AI can assist in concept testing while acknowledging the difficulty of predicting future cultural shifts. Joanie also explains how challenger brands use organic cultural moments to compete with the massive media budgets of larger companies. It is an insightful look at how marketers can cultivate curiosity and commercial awareness to build brands with staying power. Topics Covered: The importance of closing the gap between product innovation and media strategyWhy the product should be treated as the brand in a commoditized marketUsing upstream data to inform long-term innovation pipelinesThe role of AI in concept testing and its limitations in predictive analysisThe "Kitchen Test" as a method for discovering consumer workarounds and friction pointsHow challenger brands create their own cultural moments to bypass traditional media metricsBalancing behavioral data with direct human observationThe necessary attributes for senior marketers in an AI-driven landscape Episode Chapters: 00:00:02 Introduction to Joanie Kwok and Flora Food Group 00:01:58 Resetting the divide between brand and product teams 00:03:32 How data surfaces behavior without explaining the why 00:05:42 Using AI to speed up concept testing in innovation 00:09:40 Why human interaction remains the core of creativity 00:15:35 Spending time with consumers through the kitchen test 00:23:59 The evolution of data usage from media to innovation 00:25:44 Why challenger brands create their own cultural moments 00:33:11 Identifying opportunities in a product innovation pipeline 00:39:53 The difficulty of sustaining innovation versus disruption 00:44:55 Building cultural fluency and commercial levers as a marketer 00:48:42 Personal growth through curiosity and new experiences Episode Highlights: 01:58 Resetting the Relationship Between Product and Brand  Joanie describes her experience moving from media strategy into brand building at Flora Food Group. She shares why she believes focusing on the product at the start of the ecosystem makes the final campaign much more effective. 15:35 The Value of Real-World Observation  Spending time in a consumer's home can reveal more than any data set. Joanie explains why observing how people actually use products in their daily lives leads to better innovation outcomes. 25:44 How Challenger Brands Compete  Large media budgets are not the only way to win in a crowded market. This segment looks at how smaller companies create their own cultural moments to build deep connections with their audience. 44:55 The Courage to Question the Data  Marketers often feel pressured to follow what the research says even when it feels wrong. Joanie discusses why having the bravery to champion ideas that score poorly can sometimes lead to the biggest breakthroughs. Support the show

    43 min
  2. Building Global Brands through Campaigns and Loyalty

    APR 16

    Building Global Brands through Campaigns and Loyalty

    Travel choice has never been greater, so clarity has never been more important. In this episode of Time for a Reset, Natalie Wills, Senior Vice President of Integrated Marketing and Creative, explains how Expedia Group’s refreshed brand platforms are sharpening the distinct roles and identities of Expedia, Hotels.com and Vrbo. Built on deep consumer insight, the new platforms bring greater simplicity and confidence to the travel experience, delivering clearer value for travellers at every stage of the journey. Natalie also shares how the launch of Hotels.com Rewards in the UK signals a renewed commitment to transparent, traveller‑first loyalty, at a time when reward schemes across the industry have become increasingly complicated. When travel feels complex, clarity becomes the brand advantage. Topics Covered: Why creativity should be treated as a growth engine, not a campaign outputThe structural reasons behind the divide between brand and performance marketingHow Expedia Group aligns product, marketing, and creative teamsBuilding distinct brand platforms for Expedia, Hotels.com, and VrboSimplifying loyalty programs to improve customer experienceUsing AI to scale creative production while maintaining originalityBalancing creative ambition with commercial accountabilityThe evolving role of marketers in an AI-enabled world Episode Chapters: 00:00:02 Introduction to the podcast and Natalie Wills 00:01:24 Natalie’s reset on creativity and brand in an AI world 00:02:29 Why brand and performance are still separated 00:04:08 How Expedia Group brings brand and performance together 00:06:26 Rebuilding brand platforms across Expedia, Hotels.com, and Vrbo 00:11:40 Simplifying loyalty programs for customers 00:13:05 Driving alignment across large, matrixed teams 00:15:26 Balancing creativity with commercial accountability 00:16:53 The role of AI in creative development 00:18:53 How creative roles will evolve over the next few years 00:20:52 What Natalie looks for in modern marketing talent 00:22:57 Personal growth and consistency in leadership If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts  Support the show

    25 min
  3. 99 - The Renaissance of Marketing in the Age of AI with Raja Rajamannar, Mastercard

    MAR 30

    99 - The Renaissance of Marketing in the Age of AI with Raja Rajamannar, Mastercard

    In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Fiona Davis speaks with Raja Rajamannar, Senior Fellow and former CMO of Mastercard and one of the most influential voices in modern marketing, about the urgent need to reset the marketing function. Raja argues that marketing has not just lost influence, it has lost credibility. He traces this back to a fundamental disconnect between marketing and business outcomes, where marketers failed to understand financial drivers, revenue models, and the language of the C-suite. As a result, CEOs have lost trust, new roles like Chief Growth Officer have emerged, and marketing has been pushed out of strategic decision-making. Drawing on his experience leading Mastercard’s transformation into one of the world’s fastest-growing brands, Raja introduces the idea of “Quantum Marketing”, a reimagining of the entire marketing value chain, from insights to customer engagement. He shares how shifting from traditional advertising to immersive, multisensory experiences helped reposition marketing as a growth engine rather than a cost centre. From redefining the capabilities of modern marketers to rethinking how marketing is taught in business schools, this episode offers a candid and forward-looking perspective for leaders navigating a rapidly changing landscape. Raja Rajamannar spent over a decade at Mastercard, transforming the brand into one of the fastest-growing and most valuable in the world. He is currently a Senior Fellow and former CMO at Mastercard and an Executive Fellow at both Harvard Business School and Yale School of Management, where he is focused on reimagining the future of marketing. With a career spanning leadership roles across companies like Unilever, Citibank, and Mastercard, Raja is widely recognised for pioneering the concept of “Quantum Marketing” and for bringing a deeply commercial, data-driven, and innovation-led approach to modern marketing. Topics Covered: Why marketing has lost credibility and influence in the C-suiteThe disconnect between marketing activity and business outcomesThe rise of performance marketing and its limitationsWhy marketers must become general managers, not specialistsThe concept of “Quantum Marketing” and resetting the value chainHow Mastercard transformed marketing into a growth driverThe shift from advertising to experiential and multisensory marketingWhy AI and technology level the playing field for companiesCreativity and human connection as the next competitive advantageThe future role of marketing as a cross-functional, strategic driverThe evolving skillset required for modern marketing leaders Episode Chapters: 00:00 Intro and meet Raja Rajamannar02:08 Resetting the Entire Marketing Function06:13 Why Marketing Has Lost Its Influence10:41 Capabilities of a Strategic Marketer17:59 AI, Technology, and the Future of Differentiation20:28 Transforming Marketing at Mastercard27:09 A Defining Career Moment in Sales31:16 The Future of Marketing as a Function33:40 Skills for the Marketer of Tomorrow36:07 Staying Relevant in a Changing Industry If you enjoyed this episode, be sure to subscribe, rate, and review on Support the show

    40 min
  4. 98 - Marketing Isn’t a Department, It’s a Business Strategy: Pardeep Duggal Explains Why

    FEB 24

    98 - Marketing Isn’t a Department, It’s a Business Strategy: Pardeep Duggal Explains Why

    In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Nick King speaks with Pardeep Duggal, Global Marketing Director at Bupa Global, about why marketing must sit at the heart of business transformation, not on its sidelines. Drawing on decades of cross-industry experience, Pardeep shares practical frameworks for earning boardroom credibility, building high-performing teams, and embedding marketing into the core business strategy. From leading with data before creativity to adopting AI through real-world use cases, she outlines how modern marketing leaders can balance rigour with bold thinking. It’s a candid, opportunity-focused conversation for CMOs ready to shape strategy, not simply defend spend. Topics Covered:  How to reframe marketing's role from communications-only to business transformation by positioning marketing as integral to customer strategy, digital ubiquity, and business outcomes, not as a separate function. The three non-negotiable qualities that define high-performing marketing leaders. Intellectual capability to understand business dynamics, relentless work ethic, and learning agility trump tenure or pedigree.  The "Swoosh" methodology for delivering marketing transformation. Start by fixing operational basics and earning credibility, then paint a three-year vision of progressive change.Why credibility precedes creativity in the boardroom. Lead with a data-driven understanding of business models, revenue drivers, and digital impact before deploying your creative superpower. Numbers open doors; creativity changes minds.The winning team composition is a mix of industry veterans with fresh talent from other sectors. Pair people who understand organizational unwritten rules with outsiders who bring new perspectives. How to connect with the C-suite through emotional immersion, not just dashboards. Use theatrical, real-world experiences, hotel room customer simulations, unfiltered customer sessions, and live store visits to make customer insights visceral and memorable for executives.Pardeep Duggal is the Global Marketing and Digital Director at Bupa Global. She brings three decades of experience transforming customer experiences across heavily regulated industries, including banking, energy, insurance, and healthcare. Known for embedding marketing into enterprise-wide business transformation strategies, she has built high-performing teams at leading organizations, including E.ON, CVS, Santander, and Barclaycard.  If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

    33 min
  5. 97 - Why Honest Brands Win Hearts (and Markets) with Andrew Smith, Senior Director of Brand at Vinted

    JAN 26

    97 - Why Honest Brands Win Hearts (and Markets) with Andrew Smith, Senior Director of Brand at Vinted

    In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Fiona Davis sits down with Andrew Smith, Senior Director of Brand at Vinted, to unpack why radical honesty and not polished purpose statements are the real engine of modern brand growth. Andrew shares lessons from leading marketing at Booking.com, VanMoof, and now Europe’s fastest-growing secondhand marketplace, revealing how functional truth creates authentic distinction, sharper creative work, and deeper trust. From navigating AI-generated content to scaling globally without compromising authenticity, this conversation provides practical, grounded frameworks to help marketers build brands that resonate with consumers and hence endure. Topics Covered:  How to identify your brand's functional truth before building a creative narrativeWhy utility-driven positioning is not unsexy; it's the most powerful competitive moatThe performance paradox: How constraints and mandatory brand elements actually unlock creative freedomHow to balance AI-driven efficiency with long-term brand distinctivenessWhy transparency and proof-of-impact matter more than purpose promises How to maintain authenticity and cultural relevance while scaling globallyThe leadership skill senior marketers must develop next Andrew Smith is Senior Director of Brand at Vinted, Europe's leading secondhand marketplace platform, where he leads a talented team overseeing brand positioning, messaging strategy, product marketing, creative production, and campaign operations. With over 20 years of experience spanning creative agencies, consulting, global tech companies (including Booking.com), and scaling ventures (including VanMoof), Smith has built deep expertise in bridging creativity, data, and technology to drive measurable brand and business impact. If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

    41 min
  6. 96 - The Marketing Reset: Conversations with 8 Industry Leaders

    JAN 14

    96 - The Marketing Reset: Conversations with 8 Industry Leaders

    In this special Best of 2025 episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, we revisit the most defining marketing conversations of 2025 from eight global marketing leaders across CPG, retail, media, and technology. The episode explores what it truly means to reset marketing for sustainable growth. From rebalancing data with storytelling and fixing broken brand safety systems to evolving legacy brands, rethinking retail media, and refocusing digital advertising on real people. While each insight challenges conventional wisdom, this is where marketing leaders across industries need to be today. Together, these perspectives capture the ideas that shaped the year and point toward a more human, impactful future for marketing. Meet the guests: Lucas Mack: Senior Director of Brand Marketing & Communications, Kubota North AmericaNorm Johnston: SVP, Global Head of Advertising Strategy, News CorpVictoria Lozano: Chief Marketing Officer, CrayolaMo Kingston: Global Marketing Strategies Lead, NestléPaul Stafford: Former Head of Retail Media, Superdrug (now Head of Very Media Group) Mario Mijares: VP Marketing, Loyalty & Monetization Platforms, 7-ElevenAriela Nerubay Turndorf:  Chief Marketing Officer, Grupo JumexPaul Wright: Head of EMEA, Uber AdvertisingIf you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

    13 min
  7. 95 - Coloring the World with Creativity and Innovation: Victoria Lozano, CMO at Crayola

    12/08/2025

    95 - Coloring the World with Creativity and Innovation: Victoria Lozano, CMO at Crayola

    In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Nick King speaks with Victoria Lozano, CMO of Crayola, about what it truly takes for legacy brands to stay culturally relevant. Victoria reveals how Crayola balances deep brand purpose with constant product innovation, thereby building an ecosystem that extends far beyond traditional marketing. She shares strategies for turning purpose into unified campaigns, expanding into experiential and digital spaces, leveraging brand heritage as a competitive edge, and using AI to empower creativity responsibly. Her insights equip senior marketers with a practical framework for long-term brand impact. Topics Covered:  Why the "Brand vs. Product" debate is obsolete, and why the most effective marketing strategy isn't choosing between brand elevation and product innovation; it's executing both simultaneously.  How to translate brand purpose into a unifying campaign architecture: Crayola's "Campaign for Creativity" demonstrates how to align messaging across all touchpoints, from product launches to location-based entertainment. The framework for extending brand reach beyond traditional product categories: Moving beyond core offerings into experiential spaces (location-based entertainment), digital platforms (interactive apps), and cultural partnerships (limited-edition collaborations). How to leverage brand heritage and archives as competitive moats: Using a 40-year archive of children's artwork to reunite adult creators with their childhood creations isn't just nostalgia marketing; it's a defensible and authentic brand asset. The strategic approach to AI in consumer-facing applications: Position AI as an enabler of creativity rather than a replacement for human creation, especially for younger audiences.Why awareness of blind spots is the most critical leadership skill: The biggest marketing failures often stem not from details you sweated over, but from underlying assumptions you took for granted. Victoria Lozano is Chief Marketing Officer at Crayola, overseeing all aspects of marketing and consumer engagement for one of the world's most iconic and culturally resonant brands. With a distinguished career spanning Fortune 500 companies, including Cadbury North America (where she led the $1.2B gum and mints portfolio), Miller Brewing Company, Warner Lambert, and Pfizer, she brings deep expertise in brand strategy, product innovation, and omnichannel marketing. If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

    31 min
  8. 94 - From Story to Strategy: Lucas Mack on Authentic Brand Growth

    11/03/2025

    94 - From Story to Strategy: Lucas Mack on Authentic Brand Growth

    In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Tiffany Wilburn welcomes Lucas Mack, Head of Global Brand Strategy at Kubota N.A. Lucas shares how authentic storytelling and brand purpose can transform business outcomes. Drawing from his experience with Fortune 100 brands like Microsoft and Netflix, he reveals how storytelling builds trust, drives engagement, and fuels sustainable growth. He unpacks why purpose must precede profit, how emotion drives decision-making, and how AI can amplify human creativity. This episode is a masterclass for leaders seeking to connect more deeply with both their people and their audiences. Topics Covered:  How to leverage the five fundamental questions of storytelling (Who, What, When, Where, Why) to build authentic brand narrativesWhy emotional connection precedes logical decision-making in all purchasing decisions, regardless of culture or industryThe crucial distinction between "brand" (internal truth) and "branding" (creative execution) in building lasting customer trustHow to authentically embed purpose into company culture Why generational shifts are driving a return to purpose-driven leadership and marketingThe "I Was Caught" framework for building employee engagement and retentionHow to balance data-driven decision-making with creative storytelling to drive growthWhy AI should be viewed as an amplifier of human creativity rather than a replacement Lucas Mack is the Head of Global Brand Strategy at Kubota North America, where he leads with a mission to unite authenticity, purpose, and storytelling. With over 18 years of experience, including founding a multimillion-dollar creative agency and consulting for Fortune 100 clients like Microsoft, T-Mobile, and Netflix, he helps brands align culture with vision. A TEDx speaker, author, and host of The Lucas Mack Show, he combines brand strategy with leadership transformation to drive trust and lasting impact. If you enjoyed this episode, be sure to subscribe, rate, and review on Apple Podcasts, Spotify, and YouTube. Instructions on how to do this are available here. Support the show

    41 min
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About

Welcome to Time for a Reset, the marketing podcast that gets behind the thinking of the industry’s sharpest leaders who are shaping the world’s most iconic brands.  We ask the big questions: What does it take to drive real change? How do you stay ahead when the ground keeps shifting?  From changing consumer expectations to marketing’s growing role on the board agenda, each episode digs into what matters now and what’s coming next.  Expect smart conversations, practical takeaways, and a fresh perspective on what it means to lead in today’s marketing landscape.  New episodes drop regularly.   Tune in, reset your thinking, and get ready to turn strategy into action. 

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