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Deep Dive with Pauline Linton, Head of Brand Communications and Advocacy at Adobe APAC
I delve into some of the critical elements of marketing a B2B brand, particularly what it takes to build a brand with communications and advocacy. The fundamentals are the same as direct to consumer, you still need creativity, a good understanding of your target audience and a plan to reach and convert. With many marketing technology solutions out there fighting in a growing and competitive landscape how do businesses like Adobe in Australia maintain market share and continue to grow relevance.
To find out more, visit futurefitmarketing.com.au/podcasts -
Deep dive with Lisa Vitaris, CMO of Amaysim
If you feel like youâve reached a level of experience and capability in your role be it at the executive C suite or as a junior marketer, or maybe you have received positive feedback from team members and leaders on your capabilities. Perhaps youâve started thinking, it's time to put my hand up for more. The first answer should be Yes. I can do this.
To find out more, visit Future Fit Marketing -
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Deep Dive with Ben Carnegie, Executive Search and Recruitment consultant specialising in Marketing
Marketing professionals have mostly found the job market a little easier these past couple of years with skilled labour shortages and businesses increasing their workforce to meet demand, it has been a clear candidate market. But given significant layoffs particularly in technology, migration opening up, has the pendulum swung now back to employers?
I wanted to uncover what has changed in the marketing recruitment landscape. What are businesses now looking for in candidates - what are they willing to offer, how have roles and expectations evolved. And whatâs changed on the marketers side, are there different drivers for those entering the market and indeed if the pendulum has swung the other way, how can marketers looking for work put their best foot forward and shine through the recruitment process.Find out more at Future Fit Marketing.
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Deep Dive with Alex Crompton, Founder of Headway Coaching Australia
There are foundational skills you build in marketing that can apply to many facets of life and career adjacencies. Research - understanding motivations and pain points, positioning and key messaging, setting goals, testing and learning just to name a few. Marketers spend much of the time figuring out the âwhy, what and howâ of the business they represent and then influencing consumers to take action.
But how can you apply the same rigour to your own career building?
For access to past podcasts and resources, visit Future Fit Marketing. -
Deep Dive with Bev Bury Director of Operations, Marketing and Recruitment for The University of Adelaide
You have the foundations of a good marketing plan, aligned to the business strategy, but your ability to deliver on outcomes to that plan, relies on a certain team dynamic and inertia to thrive.
So how do you go about building a strong culture in your marketing team and aligning that to your marketing plan to deliver on business outcomes? I interview Bev Bury, Director of Marketing Operations for the University of Adelaide. She has been part of, and led, many diverse teams and firmly believes the most successful marketing teams have a strong culture at their core.
To find out more, visit futurefitmarketing.com.au/podcasts
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Deep Dive with Satya Upadhyaya, Martech practitioner, capabilities and operations leader
The art and science of marketing canât happen without the right data and technology foundations in place. Investment in (time, resources and money) setting up and maintaining an optimal marketing technology stack will help you drive better outcomes from measurement and attribution to mapping a connected view of your customer.
To help uncover some of the opportunities and pitfalls to marketing operations and building and maximizing capabilities of a modern martech stack, I speak to Satya Upadhyaya, who is a MarTech practitioner, who takes businesses on the transformation journey from present state to future state. Building operating models and solving business problems by connecting the dots across people, process, data and technology and delivering value on campaign orchestration, design and development.
To find out more, visit futurefitmarketing.com.au/podcasts -
Deep Dive with Michelle Thang, Senior Loyalty & Lifecycle Propositions Manager at WooliesX
No matter the size of your business, as you scale, it's important to build a plan to manage your customer data and structure it in the right way so you can make that data actionable for marketing with the right protection considerations. In this episode we deep dive into approaches for building compelling and personalised customer experiences and communications with data.
I speak to Michelle Thang, Senior Loyalty & Lifecycle Propositions Manager at WooliesX. Michelleâs vision is to build a world where 100% of customers 'look forward' to every 1:1 engagement with the brands she works for. Michelle is a marketing data strategist, with more than 20 years of learnings across retail, media, financial services and she is currently with FMCG at WooliesX.
Find out more at futurefitmarketing.com.au/podcasts
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Iâve heard many frustrations both from client side and agencies. Brands find that agencies donât have the same commitment to delivering on the needs of the business, miss deadlines, go over budget, donât âgetâ the customer or the nuances of the brand. Agencies donât always get the transparency of the business metrics, feel siloed, and are not really part of the team so how can they be expected to deliver in the same way as an inhouse team.
So how can we bridge the gap? What is the secret sauce to building the optimal and high performing client agency team to deliver on ROI and the best work?
I speak to Alex Leahy, an Account Director at M&C Saatchi Melbourne who is experienced in leading and delivering fully integrated campaigns across a broad range of clients.
Find out more at futurefitmarketing.com.au/podcasts -
Deep Dive with Michelle Champ. CFO Hireup
Itâs a pretty tumultuous time for businesses right now with rising inflation and interest rates, staff shortages, recruitment and hiring costs skyrocketing. It seems every week we are hearing about hiring freezes and redundancies, particularly across technology and scale up businesses.
Typically in tough times, before anything else, marketing budgets tend to be the first to get cut. Yet marketing leaders are still expected to drive growth in the business. This is where forging a strong relationship with the finance team, in particular the CFO (Chief Financial Officer) is critical, they can support and defend you when the going gets tough.
So to get answers to some of the tough questions and how to forge a strong partnership, Future Fit Marketing interviewed Michelle Champ, CFO of Hireup, Australiaâs largest NDIS registered online platform which gives people with a disability the power to find, hire and manage their own support workers. Michelle has had a 25 year executive career spanning financial management and strategy across products, media, digital, aged care and retirement living. She also sits on the board of Netball NSW and the Asylum Seekers Centre.
To find out more visit futurefitmarketing.com.au/podcasts
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Deep Dive with Brent Hill, CEO of Tourism Fiji
If youâve reached the heights of marketing leadership, whatâs next? Can marketers make good CEOs? These days marketing leaders are significantly more data literate. That, balanced with creativity and generally a good amount of emotional intelligence, marketers are sometimes underestimated and can make excellent CEOs. One person who has taken the leap is Brent Hill, CEO of Tourism Fiji who speaks candidly about his role and the challenges on his transition from CMO to CEO.
To find out more visit futurefitmarketing.com.au/podcasts. -
Deep dive with Kara Glamore, Vice President, Carnival Cruise Lines
There are plenty of stories of brands who have suffered serious brand reputation issues and significant business impacts from external factors and backlash from tone deaf companies who have just not read the sign of the times with their own activities. Brand reputation is built over years but depending the strength of what has been built, it can be destroyed very quickly and can take years to rebuild.
How a brand owns their challenges and responds to mounting criticism, and fast, will determine if customers more permanently turn their noses up at your brand or stick with you.
Someone who is no stranger to weathering a reputational storm is Kara Glamore, Vice President of Carnival Cruise Lines. She has been in the travel industry for 5 years and joined Carnival Cruise Lines, the worldâs largest cruise line, in 2019.
To find more podcasts and access to resources, visit Future Fit Marketing
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Deep Dive with James Greaney, Chief Data Officer CHEP Network
In business these days a good level of data literacy is an expectation not a nice to have. Traditional and purist roles like the brand marketer have diminished with more companies skewing roles to growth, performance and customer marketing.Given the pressure on marketing these days to deliver both short and long term results, lets be honest much shorter than longer! Have agency partnerships evolved to better support marketing teams to improve not only effectiveness but data capabilities as well?
Future Fit Marketing interviewed James Greaney, Chief Data Officer from CHEP Network. Working closely with a variety of clients including Samsung, Telstra and Mazda, James heads up a team of data scientists, insights analysts and information security specialists delivering capabilities along the full spectrum of analytics. That equates to everything from dashboards and reports with data led insights that inform business strategies, right through to developing machine learning algorithms.
To find out more, visit futurefitmarketing.com.au/podcasts
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We compare marketing for startups, scale ups and established businesses and what it takes to succeed.
Deep Dive with David Low, Head of Growth at Hnry
Many employees tend to stick with a similar category or type of business throughout their careers. Perhaps there is a hesitation to dive into something unfamiliar, perhaps there is a lack of confidence that youâll be great trying a different path. Or quite simply that you just love the category that you are in. If you are considering a change, this episode might offer some great insights.
Someone, who has no fear about trying new categories is Future Fit Marketingâs latest interview. From FMCG, sport, digital marketplaces and scale ups, David Low is establishing a career with breadth and depth and offers a diverse view on marketing across the spectrum of industries and tells us what it takes to thrive in each.
David has worked in various Marketing and Sales roles with over 20 years experience in a number of industry sectors. From FMCG brand marketing roles with large multi-nationals such as Frucor Suntory, Nestle and Coca-Cola Amatil, to the world of sport and fan engagement with Rugby Australia. More recently David has led marketing teams in a mix of technology and scale ups such as Gumtree, Employsure and currently as Head of Growth at Hnry, a young fintech company.
To find out more, visit futurefitmarketing.com.au/podcasts/blog/marketingforstartups -
A sure fire way for you to start successfully in any new job begins by taking ownership of your onboarding journey and setting expectations for your first 100 days in your new role.
The first hundred days signifies the beginning of a new US presidentâs term in office and it marks a time for a performance evaluation. How has he performed and what has he been able to achieve so far. First impressions and expectation setting are critical to success.
So youâve gone through a gruelling interview process, youâve sold your prospective employer on your knowledge and experience, and youâve landed that new job or promotion. After youâve had a chance to celebrate, mark your calendar for your First 100 Days.Itâs no coincidence that probationary periods end typically after 3 months. This is generally enough time for you to understand how things are done around here, and your new boss to evaluate if you will be a good fit.
It should also be enough time for you to identify a couple of key opportunities, or low hanging fruit to begin to establish your early reputation in the business.
So, practically speaking, how do you build your first hundred day plan?
Be proactive and map out an actionable game plan. Take control of your on boarding process.
One of the most important things is get to know what makes your boss tick. You need to give her confidence that she has backed the right horse by choosing you for this role.
Understand what her priorities areWhat problems are challenging her that you should get up to speed onWhat does success look like for the role, particularly in the short termSet realistic expectations with your boss. Whilst you need to give yourself time to learn the business, the category, understand the key challenges, the key stakeholders, the quicker you are able to articulate value, the stronger and better lasting your reputation will be established in the company.
Map out your plan in 30 day chunks and articulate your learning agenda and plan with your boss.
Find out more at futurefitmarketing.com.au/podcasts/blog/first100days -
The Future Fit marketing podcast is brought to you by me, Amanda Behre. During my career, I wished there was a better roadmap to help navigate business, office politics and how to best maximise marketing impact. Weâll talk about topics that you donât normally read about in marketing literature that tell you more about the âwhatâ but not âhowâ of marketing in the real world. Youâll hear great conversations with leaders and up and comers who intercept with marketing and have been testing and learning and paving the way, every day.
I hope youâll take away a few tips to help you navigate marketing in business.
Visit futurefitmarketing.com.au for access to resources and past episodes. If you enjoyed what youâve heard, share this podcast series with someone else and thanks for paying it forward.
