Scratch: CMO Interviews
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.
- Update frequency
- every 11 days
- Average duration
- 44 minutes
- Episodes
- 103
- Years Active
- 2021 - 2025
The Secret Marketing Playbook Behind Burger King, Popeyes, & Tim Hortons
Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM
In this episode, Daniel Blumer, CMO of Restaurant Brands International (EMEA), breaks down…
Scratch Special: How Baby Eric & Baby Jenna Survived Cannes 2025
This week, it's a Scratch special. Fresh off The Croissette at Cannes 2025, Baby Eric and Baby Jenna join us to share their key takeaways from the most talked-about event in all of marketing and adve…
How Peanut Built a Social Media Network for 5 Million+ Moms
Watch out documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM
In this live-recorded episode, Phoebe Corcoran, Brand & Communications Lead at Peanut, tel…
Cracking the $128Bn Pet Market with the CMO of Petsafe Brands
Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM
In this episode of Scratch, Eric sits down with Molly Landman, the first Chief Marketing O…
Tubi's Marketing Playbook to Disrupt the $109Bn Global Streaming Market
Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM
This week, we sit down with Nicole Parlapiano, CMO of Tubi, the leading free, ad-supported…
How Midday Squares is Disrupting Big Chocolate using a Reality Show Model
Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM
On this week’s episode of Scratch, Jake Karls, the energetic co-founder and Chief Rainmake…
How Polestar is Taking on EV Giants in a $785Bn Market
Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM
In this episode, Eric sits down with Åsa Borg, the Chief Marketing & Commercial Operations…
Building Intergenerational Brand Loyalty with the CMO of Consumer Reports
In this episode, we sit down with Khalid El Khatib, the Chief Marketing Officer of Consumer Reports, one of America’s most trusted and oldest consumer advocacy organizations. Khalid unpacks how he’s …
How Oddbox is Building UK’s Fastest-Growing Grocery Subscription
We’re excited to sit down with Gastón Tourn, the Chief Growth Officer of Oddbox, a subscription service rescuing produce that would otherwise go to waste. In this conversation, Gastón dives into the …
Major League Soccer’s Full-Funnel Blueprint for Converting Viewers to Fans
Standard Bank’s Marketing Playbook to Dominate South Africa’s $1.41Tn Finance Sector
In this episode, Diana Springer, Group Head of Brand & Marketing at Standard Bank, talks about preserving trust while infusing fresh creativity into Africa’s largest financial institution. With a her…
How Investec Stays "Fresh" after 50 years with Challenger Thinking
We’re back with Scratch! In this episode, we sit down with Abey Mokgwatsane, Chief Marketing Officer of Investec, an international bank and wealth manager that’s celebrating its 50th anniversary—and …
How Tony’s Chocolonely Changed the $120Bn Chocolate Category
In this episode, we’re thrilled to sit down with Sadira Furlow, the Chief Marketing Officer of Tony's Chocolonely, an impact company on a mission to end exploitation in the cocoa industry. Tony's Cho…
The BBC’s Blueprint for a Century of Brand Building With Its Chief Brand Officer
In this episode, we’re thrilled to sit down with Charl Bassil, the Chief Brand Officer of the BBC, a globally renowned public service broadcaster (yes, the BBC) committed to enriching people's lives …
The Modern CMO’s Playbook to First-Party Data With the CEO of mParticle
We’re thrilled to sit down with Michael Katz, the CEO of mParticle in this episode. mParticle is a leading customer data platform that helps businesses unify and activate their customer data to drive…
How Boxraw Is Fighting Its Way to the Top of the $1.3Bn Global Boxing Market 🥊
In this episode, we’re thrilled to sit down with Ben Amanna, the CEO of Boxraw, a pioneering boxing apparel and equipment company that’s aiming to revolutionize the sport. Boxraw specializes in high-…
170% YoY Growth: Bespoke Beauty Brands' Secret to Disrupting the Beauty Industry
We're joined by the CEO of Bespoke Beauty Brands, Stacey Tank in this episode. Founded by Toni Ko in 2019, Bespoke Beauty Brands, LLC is reshaping the landscape of affordable luxury beauty. The compa…
The B2B Brand Playbook: Lessons From Paddle's Journey to Becoming a $1.4Bn Unicorn
We’re back with Scratch after the long summer break! For our first episode after the break, we’re thrilled to sit down with Andrew Davies, the CMO of Paddle, a leading payment infrastructure provider…