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In this conversation, Leilah King-Gotlib shares her journey into marketing, emphasizing the importance of understanding consumer behaviour and the role of data in driving marketing success. She discusses her career experiences, the significance of cross-functional collaboration, and offers valuable advice for aspiring marketers. Leilah also highlights the need for a balance between immediate growth and long-term brand building, stressing the importance of aligning marketing functions with business objectives. In this conversation, Fiona Sherwood and Leilah King-Gotlib discuss the evolving landscape of marketing, emphasizing the importance of unified messaging, quality metrics over vanity metrics, and the necessity of interdepartmental collaboration. They highlight the role of continuous education in marketing, the strategic setup of MarTech stacks, and the agility required to pivot marketing strategies in response to market changes. The discussion also delves into the impact of AI and synthetic data on marketing practices, and the increasing value of human skills in a technology-driven environment.

Michelle Boland
In this conversation, Fiona Sherwood and Michelle Boland discuss the journey into marketing, career growth, and the importance of building effective marketing teams. They explore the challenges and opportunities in the marketing field, emphasizing the need for training, risk-taking, and aligning marketing strategies with business goals. Michelle shares insights on team structure, performance metrics, and the significance of continuous learning and development in the marketing profession. In this conversation, Fiona and Michelle delve into the critical aspects of learning and development within teams, the transition from management to leadership, and the importance of hiring for both attitude and skills. They discuss the value of apprenticeships and the transformative role of AI in marketing, emphasizing the need for marketers to embrace technology while maintaining a focus on customer engagement. The conversation culminates in insights on building resilient marketing teams that balance individual and organizational needs.
Neema Shah
In this conversation, Neema Shah shares her unique journey into the marketing field, transitioning from a law degree to a successful career in brand and performance marketing. She discusses the importance of being open-minded in marketing, the balance between brand and performance marketing, and the challenges of measuring effectiveness. Neema also highlights creative campaigns she has led, particularly in her role at Freeview, and emphasizes the significance of evolving brand identity while maintaining core values. In this conversation, Neema Shah discusses the intricacies of brand building, the importance of performance marketing, and the evolving role of AI in marketing. She emphasizes the need for brands to maintain their core values while adapting to new market demands. Neema also highlights the significance of partnerships and the ethical considerations surrounding AI usage in marketing. The discussion concludes with insights on the future of marketing, focusing on the balance between human creativity and AI efficiency.
Cherry Tian

In this episode, Cherry Tian, Head of Marketing at Workspace Group, takes us through her marketing journey as she shares how a passion for advertising led to pivotal roles at eBay and in the banking sector. She reflects on how her agency background shaped her client-side approach and explains why brand building and customer insight are central to her current strategy.

Cherry discusses the art of balancing short-term performance marketing with long-term brand growth and how effective collaboration with agencies and internal teams can drive results. The conversation explores the nuances of measurement, brand versus performance metrics, and the strategic role of messaging.

Looking ahead, Cherry shares her perspective on how AI is transforming creativity in marketing and what the future might hold. Her advice to aspiring marketers is to focus on gaining real experience rather than chasing big-name brands and to embrace the unpredictable, non-linear nature of the career path.