The Vault

Interviews

In-depth interviews with the leaders shaping marketing today.

Milka Privodanova, VP Marketing Solutions, Large Customers International, LinkedIn

Ep 98 · AI · Growth

Trust and credibility is the new currency in B2B. Be willing to unlearn.

Milka Privodanova · VP Marketing Solutions, Large Customers International, LinkedIn

Julie Selman, SVP Head of EMEA, Magnite

Ep 97 · AI · Growth

Programmatic is not remnant inventory. Curation and premium coexist.

Julie Selman · SVP Head of EMEA, Magnite

Toby Southgate, Global Group CEO, We Are Social

Ep 96 · AI · Brand

Social is no longer a channel. The truth is in the comments. Not the content.

Toby Southgate · Global Group CEO, We Are Social

Soizic Sycamore, Managing Director, Plan.Net Group

Ep 95 · AI · CX

Start with customer experience. Walk back to the technology. Not the other way round.

Soizic Sycamore · Managing Director, Plan.Net Group

Paul Cash, Founder and Chief Rooster, Rooster Punk

Ep 94 · AI · Brand

Brand is a simplification tool. And the customer is the hero. Never the brand.

Paul Cash · Founder and Chief Rooster, Rooster Punk

Alice Beecroft, Senior Director, Global Strategy and Partnerships, Yahoo DSP

Ep 93 · AI · Growth

Two great pivots got us here: the open web, and the AI layer that connects it.

Alice Beecroft · Senior Director, Global Strategy and Partnerships, Yahoo DSP

Victoria Dyke, Co-Founder, Ziggy

Ep 92 · AI · Growth

Don't build a marketing team that needs a counsellor. Build a leader who can take the heat.

Victoria Dyke · Co-Founder, Ziggy

Tom Ollerton, Founder, Automated Creative

Ep 91 · AI · Growth

The algorithm is hungry. Feed it counter-pattern creative. Or be ignored.

Tom Ollerton · Founder, Automated Creative

Fiona Salmon, Managing Director, Mantis

Ep 90 · AI · Brand

Brand safety has to happen before the ad serves. Block content at the source.

Fiona Salmon · Managing Director, Mantis

Dragos Marica, Associate Director, Performance Marketing, Directive

Ep 89 · AI · Growth

Optimisation is not growth. Silos are the side effect.

Dragos Marica · Associate Director, Performance Marketing, Directive

Dawn Miley, Senior Director, EMEA Growth Marketing & UK Regional Marketing, Adobe

Ep 88 · AI · Brand

Storytelling is the whole job. That's it.

Dawn Miley · Senior Director, EMEA Growth Marketing & UK Regional Marketing, Adobe

Minter Dial, Author, Speaker & Thought Leader, MYDIAL

Ep 87 · AI · Brand

Brand is lived by your employees first. Not a logo on a thirty-second spot.

Minter Dial · Author, Speaker & Thought Leader, MYDIAL

Martin Corke, Chief Marketing Officer, Bauer Media Outdoor

Ep 86 · Brand · Leadership

Technology is the enabler. Not the disruptor.

Martin Corke · Chief Marketing Officer, Bauer Media Outdoor

Jem Lloyd-Williams, Chief Strategy Officer, WPP Media

Ep 85 · AI · Leadership

Democratise first. Agentify second. The answer is the easy bit.

Jem Lloyd-Williams · Chief Strategy Officer, WPP Media

Jen Brown, Director, Engaging Interactions

Ep 84 · AI · CX

Marketing's job is to create the environment sales needs to feel confident.

Jen Brown · Director, Engaging Interactions

Jaki Ellenby, Chief Commercial Officer, ABBA Voyage

Ep 83 · Brand · CX

Every brand I've worked for has been the only one of its kind.

Jaki Ellenby · Chief Commercial Officer, ABBA Voyage

Chris Elsheikhi, VP Demand Generation, Usercentrics

Ep 82 · AI · Data

Consent is now a performance metric. Trust is the new marketing.

Chris Elsheikhi · VP Demand Generation, Usercentrics

Bryan Barletta, Founder & Partner, Sounds Profitable

Ep 81 · Creator · Measurement

Every brand is going to be a media business.

Bryan Barletta · Founder & Partner, Sounds Profitable

Ben Smith, Marketing Director, Reachdesk

Ep 80 · Growth · Partnerships

Pattern interrupt earns the right to the next conversation.

Ben Smith · Marketing Director, Reachdesk

Andrew McCormick, Former Chief Growth Officer, Dentsu X

Ep 79 · AI · Growth

Fifty percent of AI is overhyped. We just don't yet know which 50 percent.

Andrew McCormick · Former Chief Growth Officer, Dentsu X

Paul Anderson, Global Founding Partner & Executive Creative Director, Gravity Global

Ep 78 · AI · Brand

A brand is the idea you own in someone else's head.

Paul Anderson · Global Founding Partner & Executive Creative Director, Gravity Global

Jason Warnes, Marketing Advisor and Investor, Independent

Ep 77 · AI · Brand

Strategic capability cuts through. A function just mirrors the silos.

Jason Warnes · Marketing Advisor and Investor, Independent

Gareth Cummings, CEO, eDesk

Ep 76 · AI · CX

Service is the new sales. The pre-sales dividend changes everything.

Gareth Cummings · CEO, eDesk

Andrew Bialecki, Co-CEO and Co-Founder, Klaviyo

Ep 75 · AI · CX

From bootstrapped to IPO: why agentic commerce changes everything about CRM.

Andrew Bialecki · Co-CEO and Co-Founder, Klaviyo

Maor Sadra, CEO and Co-Founder, INCRMNTAL

Ep 74 · Measurement · Media

Marketing must move beyond clicks and attribution to measure what really matters.

Maor Sadra · CEO and Co-Founder, INCRMNTAL

Leon Harlow, Group Commercial Director, YMU

Ep 73 · Brand · Creator

Community and trust now beat pure reach. Every platform in the world knows it.

Leon Harlow · Group Commercial Director, YMU

Mitali Israni, Senior Director, International Marketing EMEA and APAC, Pantheon

Ep 72 · Growth · Product

AI is the new paintbrush. Most marketers are still looking for the canvas.

Mitali Israni · Senior Director, International Marketing EMEA and APAC, Pantheon

Yondjé Choi Cornez, Head of Partner Marketing, Google Pixel Gemini B2B, Google

Ep 71 · Partnerships

Leading Google Pixel's B2B marketing while building a Korean food brand from scratch.

Yondjé Choi Cornez · Head of Partner Marketing, Google Pixel Gemini B2B, Google

Stephanie Dittmer Rogers, CMO, San Francisco 49ers

Ep 70 · Brand · Partnerships

How the 49ers build the Faithful: 90 million global fans and still growing.

Stephanie Dittmer Rogers · CMO, San Francisco 49ers

Charles Simon, VP of Private Advertising Standards, RTB House

Ep 69 · Data · Media

Privacy regulation is not an obstacle. It is the architecture of advertising's future.

Charles Simon · VP of Private Advertising Standards, RTB House

Kevin Hein, Chief Growth Officer, GIPHY

Ep 68 · Brand · Creator

The world's most used creative format is also the most underestimated advertising medium.

Kevin Hein · Chief Growth Officer, GIPHY

Christie Sclater, SVP of Global Marketing, Clinique

Ep 67 · Brand · Leadership

Purpose is not a campaign layer. It is how Clinique rebuilt an iconic brand.

Christie Sclater · SVP of Global Marketing, Clinique

Adam Clyne, Founder and CEO, Coolr

Ep 66 · Creator · Media

Independent social agencies are winning because culture moves faster than holding companies can follow.

Adam Clyne · Founder and CEO, Coolr

Jay Prasad, CEO, Relo Metrics

Ep 65 · AI · Brand

Sports sponsorship is the last great measurement frontier in marketing. Not for much longer.

Jay Prasad · CEO, Relo Metrics

Dennis Buchheim, Global Industry Lead, Adtech/Martech, Media and Entertainment, Snowflake

Ep 64 · AI · Data

20 years of AdTech and one conclusion: clean data changes everything that comes after it.

Dennis Buchheim · Global Industry Lead, Adtech/Martech, Media and Entertainment, Snowflake

Greg Licciardi, VP Sponsorships and Partner Programs, ANA

Ep 63 · AI · Brand

The Holy Grail of marketing is simpler than most people believe. Five truths.

Greg Licciardi · VP Sponsorships and Partner Programs, ANA

Dennis Claus, VP Strategy EMEA, Apply Digital

Ep 62 · Brand · CX

Digital transformation fails every time it stays inside the strategy department.

Dennis Claus · VP Strategy EMEA, Apply Digital

Kimberly Hairston-Hicks, Chief Marketing Officer, Gold Bond

Ep 61 · Brand · Leadership

Thirty years in CPG brand management. What great consumer brands are still built from.

Kimberly Hairston-Hicks · Chief Marketing Officer, Gold Bond

Darren D’Altorio, SVP Paid Media, Wpromote

Ep 60 · AI · Brand

Performance only wins when brand has already done the foundational work beneath it.

Darren D’Altorio · SVP Paid Media, Wpromote

Tony Marlow, Chief Marketing Officer, Genius Sports

Ep 59 · Leadership · Media

Connected TV is the most psychologically powerful screen in the room. Here is why.

Tony Marlow · Chief Marketing Officer, Genius Sports

Lindsay Boyajian Hagan, VP Marketing and Co-Head Revenue, Conductor

Ep 58 · AI

SEO is not dead. It is evolving into something far more strategically important.

Lindsay Boyajian Hagan · VP Marketing and Co-Head Revenue, Conductor

Johanna Wahlroos, VP Marketing, Global Strategy and Planning, DoubleVerify

Ep 57 · Leadership

Living and working across three continents changes how you think about every customer.

Johanna Wahlroos · VP Marketing, Global Strategy and Planning, DoubleVerify

Aarti Bhaskaran, Global Head, Research and Insights, Snap

Ep 56 · Creator

Gen Z is not a demographic. It is an entirely different way of experiencing the world.

Aarti Bhaskaran · Global Head, Research and Insights, Snap

Shannon Shae Montoya, VP, Head of Global B2B Marketing, Sponsorships and Events, Yahoo

Ep 55 · Brand

Experiential marketing is a brand philosophy you either have or you do not.

Shannon Shae Montoya · VP, Head of Global B2B Marketing, Sponsorships and Events, Yahoo

Oli Bealby, Managing Director and Co-Founder, Stereo Creative

Ep 54 · AI

Big ideas and great design should never have been separated in the first place.

Oli Bealby · Managing Director and Co-Founder, Stereo Creative

Mindie Kaplan, VP Innovation, MediaMint

Ep 53 · Brand

From automotive launches to VR to AI, always chasing the edge of what marketing can be.

Mindie Kaplan · VP Innovation, MediaMint

Ashley Bassman, Product Marketing and Growth Leader, IBM

Ep 52 · AI · Brand

In a world where everyone claims AI, differentiation is the only question that matters.

Ashley Bassman · Product Marketing and Growth Leader, IBM

John Piccone, Regional President, Americas, Adform

Ep 51 · Leadership · Media

25 years of ad tech and one conclusion: the fundamentals of trust never change.

John Piccone · Regional President, Americas, Adform

Kerel Cooper, Chief Marketing Officer, MarketCast

Ep 50 · Brand · Leadership

Context beats cookies. Meeting the consumer in the right mindset wins the moment.

Kerel Cooper · Chief Marketing Officer, MarketCast

Martin Kihn, SVP Strategy, Salesforce Marketing Cloud and Data Cloud, Salesforce

Ep 49 · AI

First-party data is the new ad infrastructure. The cookie was never the real point.

Martin Kihn · SVP Strategy, Salesforce Marketing Cloud and Data Cloud, Salesforce

Ruslan Tovbulatov, Head of AI Center of Action for MarCom, ServiceNow

Ep 48 · AI · Brand

Skills, work, and AI agents. The future of the workforce is already being built.

Ruslan Tovbulatov · Head of AI Center of Action for MarCom, ServiceNow

Salomé Imedashvili, Marketing Director, UKI, Salesforce

Ep 47 · Partnerships

Culture is not a perk. It is how Salesforce really shows up for its customers.

Salomé Imedashvili · Marketing Director, UKI, Salesforce

Gordon Glenister, Founder, Employfluence, Employfluence

Ep 46 · Brand · Creator

Communities and influence have always been the same thing. Marketing just caught up.

Gordon Glenister · Founder, Employfluence, Employfluence

Paul Wright, Board Advisor and Strategic Consultant, Freelance

Ep 45 · Media

A billion journeys a year. Context is what makes that a real advertising platform.

Paul Wright · Board Advisor and Strategic Consultant, Freelance

Ben Putley, CEO and Co-Founder, Alkimi Exchange

Ep 44 · Data · Media

Blockchain-based advertising is not a tech experiment. It is the transparent supply chain.

Ben Putley · CEO and Co-Founder, Alkimi Exchange

Elizabeth Kiehner, Chief Strategy Officer, Nortal

Ep 43 · Leadership

They digitised an entire nation. Now they are exporting that capability to the world.

Elizabeth Kiehner · Chief Strategy Officer, Nortal

Clare Turner, Chief Commercial Officer, Pearl & Dean

Ep 42 · Brand · Measurement

The most captive audience in media has been hiding in plain sight at the cinema.

Clare Turner · Chief Commercial Officer, Pearl & Dean

Owen Griffiths, Commercial Revenue Director, The Sun, News UK

Ep 41 · Brand · Data

41 million monthly users. First-party data is how The Sun makes every one count.

Owen Griffiths · Commercial Revenue Director, The Sun, News UK

Justin Reid, Senior Media Director, International Markets (EMEA and APAC), Tripadvisor

Ep 40 · Media · Partnerships

450 million monthly visitors. Still led by the honest wisdom of the crowd.

Justin Reid · Senior Media Director, International Markets (EMEA and APAC), Tripadvisor

Joseph Worswick, VP EMEA and Global Head of Sustainability, OpenX

Ep 39 · Media

Sustainable advertising is both an ethical choice and a commercial one.

Joseph Worswick · VP EMEA and Global Head of Sustainability, OpenX

Lina Tonk, Chief Marketing Officer, Smartling

Ep 38 · Growth · Product

Subscriptions go beyond streaming. Every business needs to rethink recurring revenue now.

Lina Tonk · Chief Marketing Officer, Smartling

Cat Botibol, Managing Director, Studio Secret Cinema, Secret Cinema

Ep 37 · Brand

The brands winning emotionally are brave enough to become part of the story itself.

Cat Botibol · Managing Director, Studio Secret Cinema, Secret Cinema

Cat Hartland, Growth Lead, BIMA

Ep 36 · Media

Indie agencies deserve the same programmatic firepower as the holdcos. Now they have it.

Cat Hartland · Growth Lead, BIMA

Ben Woollams, Founder and CEO, TrueRights

Ep 35 · Creator

AI is making creator IP the most valuable and most vulnerable asset in media today.

Ben Woollams · Founder and CEO, TrueRights

Virginie Chesnais, Chief Marketing Officer, Happydemics

Ep 34 · Brand · Measurement

You cannot optimise what you cannot measure. Brand lift is the number that is missing.

Virginie Chesnais · Chief Marketing Officer, Happydemics

Marc Webbon, Co-Founder and CEO, Wonderhatch

Ep 33 · Brand · Creator

When you stop separating big ideas from great design, everything in the work gets better.

Marc Webbon · Co-Founder and CEO, Wonderhatch

Helen Keelan, Head of Sales, General Market Europe, LG Ad Solutions

Ep 32 · Data · Media

The TV manufacturer that knows what you watch is also a serious advertising platform.

Helen Keelan · Head of Sales, General Market Europe, LG Ad Solutions

James Grant, SVP and Head of Advanced TV, Equativ

Ep 31 · Media

Streaming TV's promise is real. Unified measurement is the problem we have not solved.

James Grant · SVP and Head of Advanced TV, Equativ

Aisling Conlon, International Director for UK Advertising, Advertising Association

Ep 30

UK advertising exported £18 billion in 2023. Most people have absolutely no idea.

Aisling Conlon · International Director for UK Advertising, Advertising Association

Dana Kalfas Bodine, Chief Marketing Officer, Rensselaer Polytechnic Institute

Ep 29 · Leadership

300 million reviews later: trust is not a soft metric. It grows revenue.

Dana Kalfas Bodine · Chief Marketing Officer, Rensselaer Polytechnic Institute

Damon Reeve, Chief Executive Officer, Ozone

Ep 28 · Measurement · Media

Four of Britain's biggest publishers built a platform to fight back against platforms.

Damon Reeve · Chief Executive Officer, Ozone

Simon Green, VP Global Industry Marketing, CREE8

Ep 27 · Leadership

Cloud production was not a pandemic workaround. It was always the future of the craft.

Simon Green · VP Global Industry Marketing, CREE8

Lotte Jones, Chief Commercial Officer, Caliber

Ep 26 · Brand · Media

Social-first news built for the generation that grew up inside misinformation.

Lotte Jones · Chief Commercial Officer, Caliber

Henry Skelsey, VP Marketing, Songtradr

Ep 25 · Brand · Media

The TikTok sound is the most heard audio in human history. They made it.

Henry Skelsey · VP Marketing, Songtradr

Timo Weis, Global Head of Growth, Infosys

Ep 24 · Growth · Org

The best marketing teams can read a report and tell you exactly what to do next.

Timo Weis · Global Head of Growth, Infosys

Andrew Grosso, Co-Founder and Chief Product Officer, Pickaxe

Ep 23 · AI · Brand

Data without a story is just noise. Drama school taught him that first.

Andrew Grosso · Co-Founder and Chief Product Officer, Pickaxe

Lori Goode, Chief Marketing Officer, Index Exchange

Ep 22 · Leadership · Media

500 billion daily transactions powering the open web that most brands still overlook.

Lori Goode · Chief Marketing Officer, Index Exchange

Linn Frost, Co-CEO, Social Element

Ep 21 · Brand · Media

B2B and B2C is a false divide. People are people everywhere you look.

Linn Frost · Co-CEO, Social Element

Michael McNerney, Publisher, Martech Record

Ep 20 · Growth · Media

The trade publication for a market nobody had covered. Built entirely from a gap.

Michael McNerney · Publisher, Martech Record

Simon Morris, Vice President International Marketing, Adobe

Ep 19 · AI · Brand

Demand for content is about to outpace every marketing team on the planet.

Simon Morris · Vice President International Marketing, Adobe

Kirsty Fraser, Senior Director, International and Lifecycle Marketing, Movable Ink

Ep 18 · Data · Product

Spotify Wrapped started as an email. That is what personalisation at scale looks like.

Kirsty Fraser · Senior Director, International and Lifecycle Marketing, Movable Ink

David Keene, Co-Founder and Chief Revenue Officer, Agentive

Ep 17 · Growth

The persona is dead. The buying group is the new unit of B2B marketing.

David Keene · Co-Founder and Chief Revenue Officer, Agentive

Jonathan Beeston, Senior Director, Product Marketing EMEA, Salesforce

Ep 16 · AI · Data

AI's real value is not generating content. It is giving time back to marketers.

Jonathan Beeston · Senior Director, Product Marketing EMEA, Salesforce

Maria Shcheglakova, Director, Global Marketing CTV and Data Advertising, TiVo

Ep 15 · Brand · Media

In a crowded B2B market, storytelling is the differentiator nobody can copy.

Maria Shcheglakova · Director, Global Marketing CTV and Data Advertising, TiVo

John Watton, Fractional CMO and Advisor, Independent

Ep 14 · Growth · Leadership

The golden age of marketing is not behind us. It is right now.

John Watton · Fractional CMO and Advisor, Independent

Vitaly Pecherskiy, CEO and Co-Founder, StackAdapt

Ep 13 · Brand · Media

We are writing the benchmarks as we go. Nobody has the answer yet.

Vitaly Pecherskiy · CEO and Co-Founder, StackAdapt

Jennifer Berry, VP, Head of Our LEGO Agency, Commerce + Digital, the LEGO Group

Ep 12 · Leadership · Org

The best ideas can come from anywhere. The best agencies are built for that.

Jennifer Berry · VP, Head of Our LEGO Agency, Commerce + Digital, the LEGO Group

Azlan Raj, Chief Marketing Officer, EMEA, dentsu

Ep 11 · Brand · CX

People-centred transformation puts the client's customer at the centre, not your product.

Azlan Raj · Chief Marketing Officer, EMEA, dentsu

Mark Debenham, VP of Growth Marketing and Marketing Operations, Adverity

Ep 10 · Data · Growth

Great data needs a storyteller. That is not a soft skill. It is the skill.

Mark Debenham · VP of Growth Marketing and Marketing Operations, Adverity

Christopher Hogg, Chief Revenue Officer, Lotame

Ep 9 · Data · Growth

The CRM is just the start. Two thirds of the web is still unaddressed.

Christopher Hogg · Chief Revenue Officer, Lotame

Steve Reny, President and CEO, Acquia

Ep 8 · CX

Your digital experience is your most important product. Everything else follows.

Steve Reny · President and CEO, Acquia

Giulia Zecchini, Partnership Development Lead, Arsenal F.C.

Ep 7 · Brand · Creator

225 million gamers who do not watch sport. They live inside it.

Giulia Zecchini · Partnership Development Lead, Arsenal F.C.

Shafqat Islam, President, Optimizely

Ep 6 · Leadership

What if stopping all your marketing changed nothing? That is where to start.

Shafqat Islam · President, Optimizely

Mary Cirincione, Managing Director, U.S., Propeller Group

Ep 5 · Creator · Leadership

Every great B2B story is told the same way a journalist would tell it.

Mary Cirincione · Managing Director, U.S., Propeller Group

David Shing, Digital Prophet, Independent

Ep 4 · Brand · Creator

Performance, story, feel. The three things that never really change in marketing.

David Shing · Digital Prophet, Independent

Marilyn Mead, Founder and Fractional CMO, M+M Marketing

Ep 3 · Brand · Growth

Ruthlessly simplify the complex. That is the superpower every B2B marketer needs.

Marilyn Mead · Founder and Fractional CMO, M+M Marketing

John Karl, Senior Director, Growth, Wpromote

Ep 2 · Growth

Cross-channel integration is not a tactic. It is how performance compounds.

John Karl · Senior Director, Growth, Wpromote

James Slezak, Co-founder & Chief Executive, Swayable

Ep 1 · Brand · Data

Measuring creative persuasion before a campaign beats measuring it after.

James Slezak · Co-founder & Chief Executive, Swayable

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Frequently asked

What is The Business of Marketing?

The Business of Marketing is a podcast and intelligence platform that publishes in-depth interviews with senior marketing leaders. Each interview captures the judgement of a CMO, agency head, AdTech founder, or platform executive on the strategic questions shaping marketing today.

Who appears on the show?

Guests include CMOs and senior leaders from LinkedIn, Adobe, Salesforce, IBM, Snap, Klaviyo, Tripadvisor, Index Exchange, Magnite, Yahoo, Acquia, Wipro, and We Are Social, alongside founders of independent agencies and AdTech businesses.

How long are the interviews?

Each interview runs between 17 and 49 minutes. Every interview is published in full, transcribed, and edited into a structured Q&A format alongside the audio.

How often are new interviews published?

New interviews publish approximately weekly. Five seasons are available in the archive, with 98 interviews published since March 2024.

How can I find an interview on a specific topic?

The Interviews page is searchable by guest name, role, or topic. Filter chips group interviews by AI, Brand, Creator, CX, Data, Growth, Leadership, Measurement, Media, Org, Partnerships, and Product.