• Scratch: CMO Interviews

  • De: Rival
  • Podcast
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Scratch: CMO Interviews

De: Rival
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  • 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.
    2024 We Are Rival
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Episodios
  • The Truth Behind the World’s Biggest LGBTQ+ Brand with the SVP, Brand Marketing of Grindr

    The Truth Behind the World’s Biggest LGBTQ+ Brand with the SVP, Brand Marketing of Grindr
    May 29 2024

    In this episode, we are joined by the SVP of Brand Marketing and Communications at Grindr, Tristan Pineiro. Grindr is an online dating & meetup app predominantly used by gay and bisexual men and the trans & queer community. Tristan’s marketing philosophy is to understand and align the three brand truths - who you say you are, who people say you are, and who you really are. He emphasizes that finding the authentic, true brand narrative serves as the foundation for a successful marketing function 📈.

    Throughout the episode, he advocates for a ‘social-led’ marketing discipline, which means that you create engaging content to drive brand affinity while focusing on insights around how the most engaged users actually use the product. He breaks down the mental models that he uses to get buy-in from leadership on brand positioning while balancing commercial realities with the brand's purpose. We also discuss how Grindr uses content to extend the brand’s story across different channels & markets 🌍. If you want to learn how your team’s content efforts can help in building an authentic yet differentiated brand, then this episode is for you!

    Watch the video version of this podcast on Youtube ▶️: https://youtu.be/RjxLbD5yss8

    📚 Chapters:

    • (00:00:00) - Intro
    • (00:05:32) - Why Barbie killed it 🌟
    • (00:09:10) - What is Grindr 💡
    • (00:11:45) - Grindr’s Positioning 🎯
    • (00:13:30) - First 6 months as a CMO
    • (00:21:15) - Differentiation: Grindr’s perspective 🔍
    • (00:31:30) - Social-Led Marketing 🌐
    • (00:42:09) - Strategy - the Art of Sacrifice
    • (00:43:35) - Lightning round ⚡
    • (00:43:42) - Best Career Advice
    • (00:44:24) - Marketing Pet Peeve
    • (00:45:30) - One thing People Should do Differently

    🖊️ Mentioned in the show:

    • Favorite challenger brand - Mattel
    • Who’s the asshole podcast from Grindr
    • Stats wrap report about Gay culture -
    • Grindr partners with HIV testing company

    Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Tristan Pineiro of Grindr in this episode

    Find Rival online at www.wearerival.com, LinkedIn.

    Find Eric on LinkedIn.

    Find Tristan on LinkedIn.

    Say hi at media@wearerival.com, we’d love to hear from you.

    Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

    If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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    48 m
  • Creating Series-E Impact with a Pre-seed Budget with the CMO of Tomorrow.io

    Creating Series-E Impact with a Pre-seed Budget with the CMO of Tomorrow.io
    May 15 2024

    In this episode, we are joined by the CMO of Tomorrow.io, Dan Slagen. Tomorrow.io is a global weather intelligence brand that provides predictive insights to help major brands and governments mitigate operational risks from weather events. Despite being a Series E company with a marketing team of just 4 people, Dan shares how they have built a major brand around their service through 1- Creative storytelling, 2- Leveraging media coverage, and 3- Establishing "weather intelligence" as a new category altogether (which they now lead) ⛈️.

    Dan discusses the marketing principles and practices that allow his lean team to punch above their weight 👊. He covers multiple key strategies, including a strong alignment with the sales team & building processes around AI/automation. He also emphasizes the importance of balancing short and long-term initiatives, taking creative swings with a test-and-learn approach, and the importance of speaking the language of the CEO. At the end of the episode, he shares the playbook he uses to maintain a CEO mindset as a CMO and the importance of understanding the CEO's priorities; after all, he is the author of ‘Understanding Startup CEOs’ 📚. If you’re in a mid-senior marketing position and want to learn how to build trust and have a better relationship with the rest of the leadership, then this episode is for you.

    Watch the video version of this podcast on Youtube ▶️: https://youtu.be/MP9CdTW2VaI

    📚 Chapters:

    • (00:00:00) - Intro
    • (00:06:00) - Weather Intelligence Brand 🌧️ - Tomorrow.io
    • (00:23:18) - Building a long-term marketing plan
    • (00:33:01) - Lean marketing - how to do more with less
    • (00:41:05) - How to decide what to not do?
    • (00:43:33) - Creativity in Campaigns
    • (00:47:12) - Taking big swings & innovations
    • (00:49:00) - Hiring AI Marketer 👷
    • (00:54:10) - Understanding startup CEOs

    🖊️Mentioned in the show:

    • Favorite challenger brand - Liquid Death
    • Understanding Startup CEOs book

    Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Dan Slagen of Tomorrow.io in this episode.

    Find Rival online at www.wearerival.com, and LinkedIn.

    Find Eric on LinkedIn and tweet him @efulwiler.

    Find Dan on LinkedIn.

    Say hi at media@wearerival.com, we’d love to hear from you.

    Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.

    If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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    56 m
  • The $100Bn Secret for Marketing Chinese Brands with the Ex-CMO of Huawei & Didi

    The $100Bn Secret for Marketing Chinese Brands with the Ex-CMO of Huawei & Didi
    May 1 2024
    In this episode, we are joined by Andrew Garrihy, a veteran global CMO who spent several years working in senior marketing roles at major Chinese companies like Huawei and Didi. Andrew shares his fascinating experiences navigating the complexities of Chinese business culture as a Western executive. He provides invaluable insights into understanding the mindset and values that shape the Chinese professional environment, such as the emphasis on collective wisdom, respect for hierarchy, and the relentless pursuit of progress.He walks us through the "agile marketing" framework he implemented at Huawei, where they would launch around 50 new smartphone products per year, with about 3 being major flagship launches that required launching across 15 European countries, with only 90 days to plan and execute on all campaigns. This approach included long-term strategic planning with extreme agility, continual testing, and dedicated innovation budgets. Andrew also talks about his new passion project, the CMO Coach, which aims to provide mentorship to emerging marketing leaders to maximize their potential.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/mmRPhJxDZb8📚 Chapters:(00:00:00) - Intro(00:07:00) - Andrew's Background 🎒(00:08:30) - What Led Andrew to China 🇨🇳(00:14:40) - The Culture Map - How to Thrive in Other Cultures? (00:15:55) - How to Thrive in Chinese Culture? (00:23:38) - How Do You Build a Brand in the Chinese Market? 📈(00:34:39) - How Did Andrew Really Make It Work? (00:40:03) - What Is the CMO Coach? 🧑‍🏫(00:45:30) - Lightning Round ⚡(00:46:00) - Best Career Advice (00:46:10) - Marketing Pet Peeve (00:46:50) - One Marketing Tool You Can't Live Without ⚒️(00:48:10) - One Thing People Should Do Differently? 🖊️Mentioned in the show:Nio The culture map book Build your dreams FMML - Rival’s F*** My Marketing LifeCuro - Share of Search Brand TrackerScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Andrew Garrihy from the CMO coach in this episode.Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Find Andrew on LinkedIn. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Bryant Garvin of Ozlo Sleep in this episode. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns. If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗 https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024
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    49 m
Liderazgo Marketing Exito Profesional Economía
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