Each episode, our host Dave Jackson goes face-to-face with a senior marketer from a leading Australian brand. MarCast digs deep into their approach to strategy, branding, customer, tech, team leadership and more.
Episodes 18 and 19: Fabian Marrone, CMO at Monash University
In episodes 18 and 19, Marketing editor Ben Ice speaks with Marrone on torytelling, academics as influencers and more. Ben and Fabian chat: Moving beyond marketing and advertising to storytelling; Structure of marketing comms; Monash as a global brand; The ‘Change It’ campaign and its global application; Current world issues and telling the stories of Monash academics and what they’re achieving with research; Fabian’s role in Monash’s leadership structure; Breaking down Monash’s 84 different audience segments; Empowering Monash personnel with the freedom to tell the Monash brand story and more.
Episodes 15 and 16: Trent Innes, Australia and Asia managing director at Xero
In episode 15, MarCast host Dave Jackson speaks with Innes on Xero’s origins as a New Zealand startup; perspectives on marketing from an MD; how a high-growth company uses marketing; reflections on six years of growth; marketing budgets; social media and business growth; weaving Xero’s story and customer engagement; localising for global markets; managing a high-growth company; things that scale over time (purpose, values and behaviour); the ‘beautiful business’ brand; making accounting fun for small businesses; empowering your people; the ‘moving a market’ mentality; and our usual six questions in 60 seconds.
Episodes 13 and 14: Sholto Douglas-Home, global CMO at Hays
In episode 13 and 14, Marketing editor Ben Ice sits down with Sholto to discuss his role in the C-Suite at Hays, his approach to marketing, managing a global brand, bringing gravitas to the Hays tone of voice, representing marketing on the executive board, distilling Hays’ purpose, how Hays uses data to get ahead of the competition, the Hays ‘approachability index’, communicating marketing to non-marketers, his career background in agencies and our usual six questions in 60 seconds.
Episodes 11 and 12: Sarah Prescott, head brand and marketing strategist at Thankyou
In episodes 11 and 12, Sarah and Dave discuss Thankyou’s slightly less than orthodox launch, rallying purpose-driven fans to convince large retailers that Thankyou would in fact be a brand worth stocking. The pair get into Thankyou’s marketing function today; turning social followers into social movements; the massive challenge to get stocked at Coles and Woolworths; optimism, ambition, naivety, taking risks; consumers who want to make a difference; social enterprise; growing a marketing team from scratch; the tension between brand and product; what marketing skills is Thankyou looking for? Six in 60.
In part two of the chat, Dave and Sarah get into Sarah’s career background and experience of moving from PR and comms in automotive, to the dynamic Thankyou start-up; Marketing leadership; Lessons for young marketers: is there an advantage to having a background in corporate?; The importance of always learning, from everyone and everything; Marketing insights and Sarah’s overarching marketing principles; How marketing is changing; Tech in the world of marketing; Is Thankyou the next Virgin? Will we see Thankyou airlines?; Marketing in five years; Thankyou in five years; Sarah in five years.
Episodes nine and ten: Amanda MacMillan, customer marketing lead ANZ at Nufarm
In episodes nine and ten, Amanda and Dave get into the weeds of marketing in the crop protection and agricultural chemical industry. The pair discuss the introduction of Nufarm’s marketing role; Amanda’s team; marketing investment; customer-centricity; channels and growers; product and messaging, solving problems; consistency of the message; communications; nurturing an overarching brand; brand personality; 18th century guys with no teeth; customer insight; farmers on Twitter; social media; technical capability; Australian manufacturing; brands with stewardship; sales and marketing alignment; six questions in 60 seconds.
Later in the chat (part two), Dave and Amanda chat wine; transferring marketing skills across product segments; transferable strategies; marketing playbook; listening and research; synergies and brand evolution; B2C versus B2B; lessons for young marketers; early career lessons; windscreen time; partnerships, vendors, agencies; technology’s role in marketing; thoughts on trends; authenticity; AI, automation and marketing jobs; crystal balls; what marketing looks like in five years; Nufarm in five years; Amanda in five years.
Episodes seven and eight: Sarah Murdoch, global marketing director at Jurlique
In episodes seven and eight, Sarah and Dave dive into all things cosmetic; how sustainability and nature are intwined with the Jurlique brand, trends and copycats in the cosmetic industry and the difficulties of scaling from domestic to international business. Later in the chat, Sarah reveals the marketing lessons she’s learned from her time in the Chinese market; the pair discuss how the experience influences her strategies today, how the Chinese and Australian markets differ and one brand with a pretty poor reputation around the world that’s making some very interesting moves in the East.
Episodes five and six: Ben Hill, marketing, innovation and corporate affairs director at Bega Cheese
In episodes five and six, Ben and Dave get into the nitty gritty of the iconic Australian food brand, Bega Cheese. Hill, who’s been with the brand since mid-2017 speaks about internalising its identity within the culture of the workplace, why he no longer solely hires marketers with FMCG experience, bringing the Vegemite brand back to Australia, what’s coming up next for the brand and much, much more.
Episodes three and four: Mo Bhargava, (former) general manager of sales and marketing at Village Entertainment and Topgolf Australia
Episodes three and four are Jackson’s chat with Mo Bhargava, general manager of sales and marketing at Village Entertainment and Topgolf. Since recording, Bhargava has moved to BIG4 Holiday Parks. These are still must-listen episodes, however, as Bhargava offers rich background into his career and overall marketing philosophy, and how he applied it in his five years at the iconic Village Entertainment brand.
Episodes one and two: Isaac Smith, executive manager customer marketing, REA Group
In episode one and two, Jackson speaks with Isaac Smith, executive manager – customer marketing at REA Group. It’s a casual yet candid discussion of REA’s approach to strategy and structure, tech products and platforms, and sales and marketing alignment.