Scratch: CMO Interviews
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Checkout.com’s Playbook for Beating Global Giants: Pick One Fight.
Rory O'Neill, CMO of Checkout.com, doesn't just solve for payments- he's solving for brand preference in a crowded payments space. And he's doing it by competing on what's different, not what others…
The CMO Who Faked a Data Breach for Black Friday. The Payflex Playbook.
In the latest episode of Scratch, Tracey-Lee gets into what it really takes to build trust in a controversial space, how she sells brand investment to a CFO who only speaks performance, and the Black…
Social Is Becoming a Revenue Channel. Most CMOs Aren't Ready
In this episode of Scratch, Viren sits down with Misbah Uraizee from Nectar Social to dismantle one of marketing's most persistent myths. The truth? Organic and paid media are complementary engines,…
750 Billion Dollars in Marketing Spend Is Being Wasted Every Year
Pranav breaks down why the way we've always tested products and campaigns is fundamentally broken, how 90% of all decision-making happens in the subconscious, and why asking people what they think is…
115 stores and coffee at 30,000feet; Bootlegger's Playbook for Dominating the Category
Miguel gets into the brand discipline behind the growth. Why Bootlegger turned down trends their own customers were asking for. How a year of navigating aviation regulations put their coffee at…
“The Apple of Toothbrushes”: How Suri is Disrupting the $10 Billion Oral Health Care Industry
Gyve shares how SURI found its edge by listening closely to real customer frustrations and rethinking the product from the ground up, from design and performance to sustainability. Instead of…
“Listen Loudly”: How the World's Largest Credit Union Thinks Like a Challenger Brand
The conversation explores why Navy Federal focuses on being "precious to few, but relevant to many". By prioritizing active duty military and their families, they build a foundation of trust that…
How Satisfy Built The Most Adored Brand In Running
Instead of following trends, Satisfy chooses to build a brand that’s different. Daniel said it best: “The easiest way to do something quite different is to not look at anything at all.”In a landscape…
How Brompton Built One of the Biggest Brands In Cycling
In this episode of Scratch, Eric sits down with Chris Willingham, Chief Marketing Officer at Brompton Bicycle, to discuss the brand strategy behind Brompton’s global expansion. Chris shares how…
Inside Webflow’s Bet on an AI-Native Web and What That Means For CMOs
In this episode of Scratch, Eric sits down with Adrian Rosenkranz, Chief Revenue Officer at Webflow, to explore how AI is fundamentally changing the way brands grow, compete and get discovered. As…
Rewriting The Sports Marketing Playbook: How Manors Is Becoming The Most Memorable Brand In Golf
In this episode of Scratch, Viren sits down with Alex Ames, Marketing Director at Manors Golf, the challenger brand bringing new energy, creativity, and cultural relevance to a sport long seen as…
Roots before Reach: YETI's Playbook To Building an Iconic Brand
In this episode, Bill Neff, Head of Marketing at YETI, breaks down how the legendary cooler company became a culture-defining outdoor brand without relying on massive media budgets. From his Under…
From Cornwall to the World: How Finisterre’s community marketing strategy built a global brand
In this episode of Scratch, Eric chats with Bronwen Foster-Butler, CMO of Finisterre, the cold-water surf brand from Cornwall proving that purpose and performance can coexist. Bronwen shares how…
Inside Salesforce’s Marketing Machine: CMO Ariel Kelman on AI, Data, and the Future of Marketing
In this episode of Scratch, Ariel Kelman, President & CMO of Salesforce, shows how a category leader can still think like a challenger through the power of education, not persuasion. Education…
Ocean Bottle’s Secret to Scaling Impact With 2 Billion Plastic Bottles
In this episode of Scratch, Eric chats with Will Pearson, Co-Founder of Ocean Bottle, the brand turning reusable bottles into vehicles for global impact. One of the biggest takeaways from Will’s…
How Barclays Adopts a Challenger Mindset to Innovate a 300-Year-Old Brand
In this episode of Scratch, Eric chats with Lili, the Chief Marketing & Experience Officer of Barclays US Consumer Bank, about how she brought a challenger mindset from the hospitality and…
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=AXBKelmQomMIn 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…
How Peanut Built a Social Media Network for 5 Million+ Moms
Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomMIn this live-recorded episode, Phoebe Corcoran, Brand & Communications Lead at Peanut,…
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=AXBKelmQomMIn this episode of Scratch, Eric sits down with Molly Landman, the first Chief Marketing…
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Scratch: CMO Interviews has published 119 episodes since October 2021, covering topics in Business, Careers.
Scratch: CMO Interviews is currently highly active with new episodes every 2 weeks. Average episode length is 44m.
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