Marketing in the Madness

The One Secret Ingredient to Creative Campaigns From Nestlé’s Marketing Leader

Send us a textWhat does it take to keep some of the world’s biggest brands at the top of their game? In this episode, Katie gets the inside story from James Godfrey, Global Head of Marketing and Sales Capability at Nestlé - the man who teaches 55,000 marketers and salespeople across 180 countries how to build campaigns that truly land!From global creative strategies for iconic brands like KitKat and Nespresso, to navigating the rise of TikTok, influencer marketing, and AI, James shares real-world lessons from 25 years at the heart of FMCG.Forget the theory - this is a behind-the-scenes look at how the biggest food and beverage company on the planet keeps brands relevant.What you’ll learn in this episode:- The creative formula behind Nestlé’s biggest campaigns - and how carving out time, investment, and talent makes all the difference.- How FMCG giants are shifting to human-first content and influencer-led strategies to stay authentic in a social-first world.- Why offline brand experiences, packaging, and in-store execution are still crucial in a digital-heavy retail landscape.Marketing in the FMCG world is evolving fast, but as James Godfrey reveals: 'The brands that win don’t just chase the latest tech trend. They double down on creativity, strong brand foundations, and truly human connections with consumers.'If you want to know what it really takes to keep brands relevant and future-proof your marketing strategy, you’ll want to hit play on this one.James Godfreyhttps://www.linkedin.com/in/jamesgodfreycommercial/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Inside Holland & Barrett’s AI-Powered Customer Experience Strategy

Send us a textIn this live episode from Shoptalk Europe in Barcelona, Katie Street sits down with Lidia Muravieva, Chief Experience Officer at Holland & Barrett, to explore how one of the UK’s most established health and wellness retailers is transforming its entire customer journey!This isn’t just another digital transformation story, it’s about breaking legacy barriers, connecting fragmented data, and using AI to deliver truly personalised experiences both in-store and online.Lidia shares how Holland & Barrett is reshaping omnichannel retail, supporting customer intent over product-first shopping, and designing a post-purchase journey that builds trust and loyalty long after checkout.If you want to understand where retail CX is heading in 2025 and beyond, this episode gives you real strategies, tech insights, and leadership lessons you can apply to your own business.Here's what to expect:- How Holland & Barrett is shifting from product-led to problem-led shopping journeys, helping customers find solutions rather than just products.- The role of data integration and AI in building a single customer view, improving personalisation, and driving better decision-making across channels.- What it takes to design a true omnichannel experience, bridging online, in-store, and post-purchase interactions for maximum customer impact.- The importance of a data-driven culture and continuous CX improvement to stay competitive in a fast-evolving retail landscape.Retail is moving fast, and the brands that win? They’re the ones putting customers right at the heart of every decision. This chat with Lidia is a behind-the-scenes look at how a heritage retailer such as Holland and Barrett is levelling up for the future. If you want to know where CX is going next and how to stay ahead of the game, you’ll want to tune in to this one!Lidia Muravievahttps://www.linkedin.com/in/lidia-muravieva-5833871b0/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Inside the Recommerce Model That is Changing Kids Fashion with the CEO of Polarn O. Pyret

Send us a textIn this episode of Marketing in the Madness, we’re talking secondhand, sustainability, and smart retail innovation with a brand that’s been doing recommerce since before it was even called that.Live from Shoptalk Barcelona, Katie Street chats with Sara Sjöberg, CEO of Swedish kidswear brand Polarn O. Pyret (POP), about how they’re turning high-quality clothing into circular fashion heroes - with some serious results. From tech-powered resale logistics to loyal parent communities, this one hits all the right notes for marketers, founders and fashion retailers who actually care!What you’ll learn (aka why you’ll love this episode):Recommerce isn’t a trend. It’s a mindset POP has been making kidswear that lasts for nearly 50 years. Their goal? Every item worn by three kids or more. Sara shares how they built recommerce into the brand’s DNA, long before resale was mainstream.From wardrobe to warehouse and back again We get into the nuts and bolts of how it works from name labels and stitched-in longevity to resale systems that refurbish, repackage, and resell each garment with care.Quality sells itself (again and again) When parents know they can get money back on quality clothing after three kids have worn it, they’re investing in more than just an outfit—they’re buying into circular value. And yes, that becomes a powerful marketing message, too.Marketing a mission, not just a product Sara talks about POP’s challenge of growing brand awareness outside Sweden, how storytelling and sustainability go hand-in-hand, and why UK shoppers need to hear about this kind of kidswear (hint: we agree!).If you're a parent, a marketer, or anyone building a brand that actually wants to last, listen to this one. And trust us, you’ll want to tell your mates about it too.Connect with Sara:https://www.linkedin.com/in/sara-sj%C3%B6berg-5863101/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

What’s Actually Going on with Marketing in 2025?

Send us a textThis one hits different. This episode is the shorter version of our full episode with Joe Glover (which dropped last week) but trust us, it still packs a punch!Katie catches up with Joe Glover, founder of The Marketing Meetup, to talk about how marketing really feels right now. From the rise of zero-click search and AI discovery, to why your website might not be the centre of your universe anymore, this episode is all about cutting through the noise and keeping it human.A few things you’ll take away:1. You’re not imagining it, marketing DOES feel intense right nowJoe shares insights from a survey of 1,000+ marketers. Words like “uncertain” and “stressful” came up a lot but so did “positively challenging.” SO you’re not alone!2. Websites aren’t the star of the show anymore.People are discovering brands on LinkedIn, TikTok, and YouTube and often deciding before they even hit your site. Time to think social-first, not site-first!3. Attribution’s broken and that’s okay...The buyer journey is messy, AI search is rising, and tracking isn’t what it used to be. But if we focus more on clear messaging and internal buy-in, we can still make marketing work!Got 12 minutes? This version gives you the sharpest bits of a much bigger convo. Go check out the full episode if you want more but if you're short on time, start here.Connect with Joehttps://www.linkedin.com/in/josepheglover/The Marketing Meetuphttps://themarketingmeetup.com/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

EPAM x Boden: Replatforming to Shopify, Retail Tech & What’s Next in E-Commerce

Send us a textLive from Shoptalk Barcelona, we’re switching it up. This episode sees EPAM’s Mark Simpson, Director of Global Alliances, take the hot seat as guest host - interviewing Ana Machado da Silva, Senior Head of Product Management & Experience at Boden.They reveal the tech transforming Boden’s customer journey, why Shopify is more than a DTC, and how legacy brands are staying relevant in a hyper-digital, AI-fuelled world.If you’re in retail, fashion, digital product, or just want to learn how a premium brand like Boden actually makes big transformation stick, this is your one!Here's what you'll learn from this episode:1. Replatforming doesn’t have to be painfulBoden recently moved their entire eCom setup to Shopify and Ana shares exactly why they did it and how they made it work. 2. Tech isn’t just for the IT team. Ana explains how smart tech choices (like plugging into Shopify’s partner ecosystem) mean Boden can move faster, test more, and get features live in weeks, not months! 3. Sustainability beyond the buzzwords.Bowdoin isn’t here to greenwash. From factory visits to digital product passports, Ana talks about fashion that’s built to last - and why durability is the most underrated sustainability play in retail.4. AI is coming for your customer journey. We’re heading into a world where your customer’s AI assistant might be doing the shopping. So how do brands show up in those results? It’s all about having great product data, strong content, and keeping it REAL.5. Real Customers = Real Feedback = Real SuccessBefore launching their new site, Bowdoin gave 30 loyal customers early access and let them shop like normal. What they spotted? Tiny but important UX hiccups the team had totally missed. Tune in if you're leading a replatforming project, scaling an eCom brand, or just want to stay ahead of what’s happening in retail tech!Connect with Markhttps://www.linkedin.com/in/markssimpson/Connect with Anahttps://www.linkedin.com/in/anamacha/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

How Joe Glover Built a 50K+ Marketing Community Without the Fake Engagement

Send us a textWhat does it really take to cut through the noise in today’s marketing world?In this episode, Katie Street sits down with Joe Glover - founder of The Marketing Meetup, LinkedIn legend, and all-round positively lovely human - to talk about the power of showing up as your ACTUAL self, building communities with meaning, and why kindness (and proactivity!) might just be the most underrated growth hacks out there.Whether you're trying to grow an audience, build a brand, or stay sane in the midst of marketing madness - this episode hits different.These are the key takeaways of this episode, and WHY they matter:- Kindness isn’t just a value (it can be your strategy) - Joe built The Marketing Meetup into a global community of over 50,000 by putting people first. No egos. No job title snobbery. Just human-to-human connection, with “positively lovely” baked in from day one. That's all we're here for!- Don’t just wait to be chosen. Knock on the damn door - From showing up in a suit with his CV at age 16, to running 4 events a month on his own, Joe proves that proactivity beats perfection every time. Never ask for permission. - Content fatigue is real. But honesty still wins - Katie and Joe unpack the rise of fake engagement, AI content spam, and why the most viral posts aren’t always the most valuable. Your most powerful tool? Being human!- Your audience now lives on LinkedIn, YouTube & TikTok - As AI changes how we search, discover, and buy, marketers need to rethink everything from attribution to content hubs. Your social channels are the new front door. No one is looking at your website first anymore.Whether you're scaling a marketing team, building a brand, or just trying to stay ahead of the madness, this episode is full with practical wisdom and good energy!  Don't forget to hit subscribe, drop us a comment so we can keep making wonderful content like this. And let us know, what’s YOUR version of positively lovely marketing?Connect with Joehttps://www.linkedin.com/in/josepheglover/The Marketing Meetuphttps://themarketingmeetup.com/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Beyond Trainers: How Foot Locker Is Winning Gen Z, AI & the Future of Retail

Send us a textIn this Shoptalk special, Katie Street grabs 20 minutes with one of retail’s most inspiring voices - Slavka Jancikova, VP of Marketing for Foot Locker Europe.From sneaker drops to social strategy, Slavka lifts the lid on how Foot Locker is keeping things fresh, future-ready and fiercely relevant - especially with Gen Z. Spoiler: it’s not just about the kicks (though that helps).We talk AI, agile marketing, in-store reinvention and why your physical experience still matters more than ever in an increasingly digital world. If you’re in retail, marketing, or simply obsessed with what’s next, this one’s for you.What you'll take away from this episode:1. Gen Z is always watching - Slavka reveals how Foot Locker is doubling down on youth culture without losing touch with loyal Millennial fans. It's all about cultural relevance, real community voices and collabs with the right tastemakers.2. Make AI useful - Think SEO content in multiple languages, automated reporting, dynamic visuals... all powered by AI to speed things up and keep campaigns lean.3. Trends move fast - Foot Locker moves faster - From Barbie to seasonal hype - learn how the team reacts to real-time trends across e-comm, social and in-store, with speed and style.4. Physical retail isn't dead. It's just getting a glow-up - With 600+ stores in Europe, Foot Locker’s rolling out a reimagined, experience-first concept. Expect easier try-ons, community connection, and in-store energy that can’t be scrolled past!Hit play if you want to feel inspired by the future of retail. And if you love trainers, marketing, or both - this one’s non-negotiable.Slavka Jancikovahttps://www.linkedin.com/in/slavkajancikova/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

How PayFit is Harnessing AI

Send us a textIn this byte-sized episode, we’re back with Sylvain Grande, Chief Product Officer at PayFit, diving into how they’re weaving AI into every layer of their marketing engine.PayFit, one of Europe’s leading HR tech platforms, has been on a big transformation journey - from classic sales-led to a smarter, more connected, multi-channel model. And AI is right at the heart of it.1. AI Is Reshaping the Marketing StackPayFit’s marketing has evolved from being purely in service of sales to playing a central role across the entire customer lifecycle. 2. Data Accessibility > More Tools PayFit uses tools like Snowflake to consolidate inputs across CRM, CMS, customer support, and product teams, creating a unified data foundation that powers smarter AI outputs.3. Real-Time Workflows, Not Just ChatbotsBeyond clever assistants, Sylvain talks about moving toward agentic AI - where tasks trigger next steps automatically. From analysing call transcripts to enriching CRM entries and driving follow-up actions, it's all about building intelligent workflows that scale.4. Start Small, Then ScaleWhile some of PayFit’s AI use cases are complex - like updating salaries based on government API changes - many started small. The key? Test. Learn. Iterate. AI success isn’t about big bang projects. It’s about building momentum with micro-automations.This mini-episode is a behind-the-scenes look at what real AI adoption looks like inside a modern B2B SaaS brand. It’s not hype. It’s not just tooling. It’s a thoughtful, iterative, data-led approach to marketing that connects dots across your business.If you’re serious about modernising your growth engine - or just want to steal a few smart moves - this one’s worth 10 minutes of your day.Sylvain Grandehttps://www.linkedin.com/in/sgrande/PayFithttps://payfit.com/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

How Fabletics Built a $900M Brand with Subscriptions, Tech & Experiential Marketing

Send us a textWhat happens when a fashion brand thinks like a tech company? At Shoptalk Europe, Katie sits down with Mark Ralea, General Manager of Fabletics Europe, to find out how this fast-growing activewear brand is disrupting the retail game - from AI-powered personalisation to immersive, experience-led stores.Together, they unpacked: Subscription models create deeper customer relationships - Mark explains how Fabletics’ recurring model drives predictable revenue, reduces overstock, and builds genuine customer relationships.Owning your tech stack gives you superpowers - From proprietary onboarding quizzes to omnichannel experiences and AI recommendations, Fabletics is built on in-house innovation.Build an Experience - Mark shares plans for a 900m² flagship wellness store -think reformer Pilates, cryo chambers, and nutrition bars. Katie’s take? “This is the future of retail - not just selling, but creating something people want to visit.”This conversation with Mark Ralea isn’t just about athleisure -  it’s a masterclass in how to build a future-proof brand. From flipping the fashion retail model on its head with subscriptions, to creating community through experience-led retail, Fabletics isn’t playing by old rules - they’re writing new ones.Tech alone doesn’t drive loyalty. It’s the human-first thinking behind the product recommendations, personalisation, and brand partnerships that creates real connection. Connect with Mark:https://www.linkedin.com/in/mark-ralea/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/

Inside PayFit: Revolutionising HR and Marketing with AI Automation

Send us a textWith AI rapidly transforming how we run businesses, many leaders are asking: how do you actually implement AI tools in a way that enhances productivity, improves customer experience, and still keeps your teams empowered - not overwhelmed?In this special episode of Marketing in the Madness, recorded in Paris, host Katie Street is joined by Sylvain Grande, Chief Product Officer at PayFit, a leading HR and payroll SaaS platform serving SMEs across France, the UK, and Spain. With over 650 employees and a bold approach to tech adoption, PayFit has rolled out AI tools across marketing, sales, product, and support - and the impact has been game-changing.Adoption starts with culture - Rather than force top-down change, PayFit encouraged safe experimentation. Through education, tools like Dust, and team-specific support, 75% of staff now use AI regularly and feel more productive because of it. How amazing is that?AI Is the glue across marketing functions - From SEO optimisation and content creation to customer sentiment analysis, AI isn’t just a tool - it’s helping connect data, teams, and decision-making. “Marketing, product, and support now work more collaboratively thanks to shared insights,” Sylvain explains.B2B requires smarter, multi-touch journeys - With long buying cycles and multiple decision-makers, PayFit is blending product-led growth, influencer content, and live events - all powered by AI-driven automation and segmentation.This episode is essential listening for B2B marketers, founders, and tech leaders navigating AI integration. Tune in to hear how PayFit is not just adopting AI, but using it to elevate both the employee and customer experience.👉 Don’t forget to like, subscribe, and comment below with how you're using AI in your business. We want to know your take!Sylvain Grandehttps://www.linkedin.com/in/sgrande/Katie Street:https://www.linkedin.com/in/katiestreet/https://www.instagram.com/streetmate/Marketing in The Madnesshttps://marketinginthemadness.buzzsprout.com/https://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Follow Street Agency:https://street.agency/https://www.instagram.com/street.agency/https://www.linkedin.com/company/streetagency/