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
Google's Ad Scam & What it Means for Marketers | Scratch Special with Dr. Augustine Fou
Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Jenna Cummings, and she’s joined …
How to View Branding as a Science with Martin Lindstrom
Welcome to another exciting episode of Scratch, where we had the pleasure of hosting the brilliant Martin Lindstrom, a Marketing Expert and Author hailing from Lindstrom Company. Martin's reputation…
How Delightful Customer Experiences Powered Bloom & Wild to 20M Deliveries
In the final episode before the summer break, we’re joined by Bloom & Wild’s Chief Customer Officer, Charlotte Langley. She reveals the strategies and insights that have driven 20m deliveries and 10…
Formula E’s CMO on Building the Most Exciting Challenger Brand in Sports
Welcome to another enlightening episode of Scratch! In this episode, Eric is joined by the brilliant Henry Chilcott, the Chief Marketing Officer at Formula E. Henry unveils the fascinating realms of …
How to Launch One Of The Biggest Games In The World With Matt Webster of Activision
In this episode of Scratch, we had the pleasure of talking to Matthew Webster, the Vice President of Global Marketing for Activision and Call of Duty, about the launch of one of the biggest games in …
How to Build Brand Buzz with the VP Head of Brand of Papa Johns, Jaclyn Ruelle
Welcome to another episode of Scratch, where Eric is joined by the brilliant Jaclyn Ruelle, VP head of Brand @Papa Johns, the mastermind behind Papa Johns exceptional campaigns. Jaclyn unravels the s…
How To Build an Iconic Brand with CMO of PepsiCo Int’l Beverages, Mark Kirkham
Join us for another insightful episode of Scratch, hosted by Eric Fulwiler, with special guest Mark Kirkham, the CMO of PepsiCo International Beverages. PepsiCo is an iconic brand, recognized globall…
Marketing strategies for Scaling the largest fintech in Europe: Lessons from Bitpanda's Unicorn Journey
Join Eric in this insightful episode of Scratch as he interviews Magdalena Hörhager, the VP of Growth at Bitpanda. Bitpanda is a challenger brand that’s had a metoeric rise to become one of the most …
Reinventing the $50B Radio Industry for the Digital Age with Richard Stern, CEO of Tunein
In this episode, Eric invites Richard Stern, the CEO of TuneIn, to discuss how TuneIn is revolutionizing the radio industry through digital transformation. TuneIn is a challenger brand with a mission…
How To Grow Sustainably in High-Growth Categories
In this insightful podcast, join us as we delve into the world of sustainable growth and quick commerce with Diego-Tarek de Aristegui. Explore the challenges and opportunities associated with transit…
How Marketing Can Make a Difference with Sophie Collins CMO of MPB
In this exciting episode, we welcome Sophie Collins, an accomplished marketing leader and CMO at MPB, the world's top platform for reselling camera gear. With her extensive experience as VP of digita…
Replicating Lightning in a Bottle Moments and Explosive Growth with Kate McCutchen, CMO Seedrs
In this week's episode, we are joined by Kate McCutchen, the CMO of Seedrs and Global Head of Marketing for Republic Retail. As Republic looks to revolutionise the way ordinary individuals can inves…
How To Build The Fastest Growing E-Commerce Business In North America With Gil Efrati, CMO Of Resident
In this week's episode, we are joined by Gil Efrati, CMO of Resident. Resident was, at one point, the fastest growing e-commerce brand in North America, and in this episode, Gil explains exactly how …
Community is the Future of Marketing with Mark Schaefer
Watch the Future of the CMO documentary here 🎥 : https://www.youtube.com/watch?v=AXBKelmQomM
In this week's episode, we are joined (for the second time) by Mark Schaefer - author, acclaimed marketing …
How to Win in the New “Experience” Era with Adobe's Executive Creative Director, Adam Morgan
Adam Morgan is the Executive Creative Director Adobe, and with 26 years of experience in the creative industry he's seen many new "eras" of marketing come and go. In this episode we discuss what min…
Adapting Your Mindset When Moving from Incumbent to Challenger with Kelly Starman, CMO PartsSource
In this week’s episode, Eric talks to Kelly Starman CMO of PartsSource, a leading online healthcare marketplace for mission-critical healthcare products and services. Kelly is a results-focused marke…
How to Make an Impact by Being Scrappy with Delbert Ty of Coffee Meets Bagel
In this week’s episode, Eric talks with Delbert Ty, CMO of Coffee Meets Bagel, a challenger online dating app. Delbert came up through the ranks at Procter & Gamble, working on some of the biggest br…
Baking Virality with NYC's Most Famous Bakery
In this week’s episode, Eric speaks with Eddie Revis, CMO of Magnolia Bakery in NYC. Eddie is “on a mission to show the world that marketing doesn’t have to suck” and he is certainly doing that at Ma…
How Mint Mobile Drives Business Innovation Through Marketing with CMO Aron North
In today's episode we have Mint Mobile's CMO, Aron North, join us to discuss everything from how Mint started as a "side hustle" within the business, how they are using marketing to drive true produc…
How To Be An Adaptable Brand In Ever Changing Environments With Margo Kahnrose of Skai
In this week’s episode, Jenna sits down with Margo Kahnrose, CMO of Skai. They discuss what it's like to grow a brand and own a place in the market when consumer's have unlimited choices and how you …