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
How Hyrox is Becoming the Fastest-Growing Sport in a $6.73Bn Market
We're joined by the Co-founder of Hyrox in this episode, Moritz Fuerste. Hyrox is a global fitness race that combines running with functional exercises. Hyrox is experiencing explosive growth in citi…
How Fever-Tree Became the Leader of the $9.5Bn Premium Mixers Category
We’re joined by the CMO of Fever-Tree, Jeremy Kanter in this episode. Fever-Tree is a global brand that sells premium drink mixers designed to complement the world’s finest spirits 🥂✨. We discuss, 1 …
The Truth Behind the World’s Biggest LGBTQ+ Brand with the SVP, Brand Marketing of Grindr
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 …
Creating Series-E Impact with a Pre-seed Budget with the CMO of Tomorrow.io
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 mitigat…
The $100Bn Secret for Marketing Chinese Brands with the Ex-CMO of Huawei & Didi
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 fas…
CMO of USA Pickleball on marketing the fastest-growing sport in a $65Bn category
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 t…
Cracking the $45Bn Sports Nutrition Market with the CMO of Podium
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 b…
Blending Brand & Performance in DTC with Bryant Garvin of Ozlo Sleep, Purple Mattress
In this episode, we are joined by Bryant Garvin, Head of Marketing & Growth 📈 at Ozlo Sleep. Bryan offers a fresh perspective on the age-old debate between brand building and performance marketing. …
How to Use AI to Disrupt the $50Bn Perfume Category with Noteworthy Scents
In this insightful episode, Ashley Boyce, CMO and co-founder of Noteworthy, takes us through their journey of building a perfume brand that dares to be different in the competitive $48bn fragrance ca…
How Who Gives A Crap Disrupted The $31bn Toilet Paper Industry
In this episode of Scratch, the Chief Brand Officer of Who Gives A Crap 🧻, Ronalee Zarate-Bayani, joins us to share how they've turned their unique brand identity and commitment to purpose into their…
Fuelling the Future: Unleashing the New Age of NASCAR Fandom
NASCAR, a titan in the sports industry, is known for its rich history and thrilling races. Peter shares insights into how NASCAR continues to innovate and remain relevant in a rapidly evolving entert…
Calendly’s CMO - Marketing a $3 Billion SAAS product like a Pro
🎙️In this episode of Scratch, the CMO of Calendly, Jessica Gilmartin joins us to discuss the evolution of their brand and their approach to building total customer-centricity.🌟📊 We’ve all used Calend…
David vs Goliath - DuckDuckGo’s Marketing Strategies to Take on Google
🎙️In this week's episode of Scratch, the VP of Marketing at DuckDuckGo - Cristina Stanley, joins us for an enlightening discussion on the strategies that have helped DuckDuckGo take on industry giant…
The 10 Biggest Marketing Lessons From 100+ Leading CMOs | Scratch by Rival
As marketers, we all want to know what truly drives the growth of challenger brands. We all want to see massive user growth, successful campaigns, and ultimately, we want marketing to have an impact.…
1BN Views and Counting: WorldChaseTag’s Marketing Playbook for Disrupting the Sports World
In this episode, Johnny McMahon, the GM & Chief Content Officer of World Chase Tag joins us to discuss how content has been a key pillar in the explosive growth of World Chase Tag. Over the course of…
Building One of the Fastest-Growing Challenger Brands in Personal Care with HereWeFlo
In this insightful episode, we join Susan Allen Augustin, co-founder of Here We Flo, as she shares the journey of her brand in the ever-evolving personal care market. Here We Flo stands out in the cr…
How Gymbox Delivers Massive Campaigns With Minimal Budgets
In this episode of Scratch, Rory McEntee, Marketing Director of challenger fitness brand Gymbox, joins Eric for an engaging discussion on what it takes to cut through the noise as a marketer and have…
How Yonder Is Building a Challenger Credit Card to Crush AMEX
Welcome to another episode of Scratch, where Eric is joined by the brilliant Tom Davies, Marketing Head at Yonder. Yonder is a challenger brand that offers a modern rewards credit card with no forei…
How Beavertown’s Creative Marketing Disrupted the Beer Market in the UK
Welcome to another episode of Scratch. In this episode, Eric sits down with the brilliant Tom Rainsford, the Marketing Director of Beavertown Brewery. Beavertown began its journey as a small-scale b…
How Inclusive Marketing is Driving HiBob’s $2.5B Valuation in HR tech
Welcome to another episode of Scratch, where Eric is joined by the brilliant Sarah Reynolds, who serves as the CMO at HiBob. Sarah is an award-winning B2B SaaS marketing executive and a well-known di…