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 Life
• Curo - Share of Search Brand Tracker

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 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.

Jose Moreno, the CMO of USA Pickleball, joins us in this episode to share USA Pickeball’s journey from a small governing body (with just 4-5 employees a few years ago), to now leading the charge as the fastest-growing sport in America. How did they do this? - By building a strong sense of community around the sport. Jose emphasized the importance of constant listening and adapting to authentically 'build credibility' with their player base, instead of simply dictating from the top down.

The brand built credibility in the niche through strategic partnerships with brands from other industries, like Fortune Tires and Skechers. Additionally, Jose shared insights on the challenges of prioritizing and executing as a small marketing team to keep up with the surging demand, cautioning against trying to be "all things to everybody". The conversation is full of useful tips and insights from USA Pickleball's journey to becoming the top contender in the rapidly growing pickleball world, highlighting the significance of community, authenticity, and strategic prioritization.

Watch the video version of this podcast on YouTube 📺: https://youtu.be/yxN4dLvYJBM

Mentioned in the show 🖊️:

Challenger brand: North face

📚Chapters:

00:00:00 - Intro

00:04:10 - Favourite challenger brand 👊

00:06:10 - What is Pickleball 🎾

00:17:36 - Positioning of the Pickleball Brand

00:21:11 - How to do More with Less 🤏

00:24:46 - A Typical Week for the Pickleball Team

00:29:57 - Product Innovation from Customer Feedback - Pickleball’s version

00:38: 40 Lightning Round ⚡

00:38:50 First Marketing Job 🧑‍💼

00:39:50 - Best Career Advice for Marketers

00:40:49 - Best Brand Campaign

00:41:50 - Pet Peeve of Marketing

00:42:38 - Best Marketing Tool ⚒️

00:43:01 - What should people do differently after this episode?

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

Find Jose on LinkedIn .

Find Eric on LinkedIn and tweet him @efulwiler.

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.

Dylan Jones, the CMO of Podium Nutrition joins us in this episode to share the story of Podium - from a small CrossFit supplement brand to an emerging lifestyle performance brand, with ambitions to become the leading nutrition brand for Olympic athletes by the 2028 Los Angeles Olympics. The key? Focusing on lifestyle and entertaining content to build authenticity over traditional product marketing. Dylan talks about the importance of understanding the core "pain points" of a niche audience and creating valuable content & experiences around those points, rather than just “pushing products” like salesmen.

Podium established credibility within the CrossFit community through partnerships with influencers like Matt Frazier and Buttery Bros (who also later became equity owners). We learnt that brands should focus on developing a unique personality that entertains customers, not just ‘educates’ them. Furthermore, Dylan shares valuable insights on successfully transitioning from a niche market to a broader audience while cautioning against the dangers of "over-partnering." For marketers aiming to build culturally relevant brands with passionate ‘fans’, this conversation is packed with practical advice and insights from Podium's journey to becoming culturally relevant.

Watch the video version of this podcast on YouTube 📺: https://youtu.be/-T4ZIQrbiRc

🖊️Mentioned in the Show:

• Rival New VIS ID
• Instagram reel
• Favourite Challenger Brand: LSKD
• Nike Kids Shoes Campaign

📕Chapters:

(00:00:00) - Intro 🕰️

(00:06:55) - Favorite Challenger brand ⭐

(00:10:25) - What is Podium Nutrition? 🍏

(00:12:02) - Podium’s take on influencers 👩‍👩‍👧‍👦

(00:27:00) - Where do brands go wrong in expanding to new niches? 🌍

(00:40:25) - Playbook to beta test a new category 📊

(00:43:00) - How do you move to retail from DTC 🛒

(00:46:36) - Lightning Round ⚡

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

Find Eric on LinkedIn and tweet him @efulwiler.

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.