Marketing in the Madness

Clinique: How to Use AI, TikTok & Personalisation to Dominate the Beauty Industry

Send us a textWhat happens when an iconic heritage beauty brand meets cutting-edge AI and TikTok trends?  Recorded live at Shoptalk Europe in Barcelona, this special episode welcomes Karen Ehrlich, VP/GM, Skin Care, Estée Lauder Companies UK & Ireland! She dives into digital innovation, personalised beauty marketing, and how iconic brands like Clinique stay ahead in today’s fast-moving retail landscape.In this episode, you’ll learn:- How Clinique’s AI-powered tools like 'Clinical Reality' redefine personalisation- The power of consumer-first marketing strategies and why understanding behaviours beats demographics- The secrets behind viral products like 'Black Honey Lipstick' and creating shareable brand experiences- How trends like 'Skinimalism' and 'Glass Skin' are transforming beauty marketing across generations- Why TikTok is crucial for connecting with Gen Z & Millennials, and how Estee Lauder drives organic buzzWhether you’re in beauty, retail, or just love seeing brands push boundaries, this episode is packed with must-know insights and fresh ideas straight from the top of the industry!Connect with Karen:https://www.linkedin.com/in/karen-ehrlich/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/

Are Websites Over? What’s Next for eCommerce, Social Commerce & AI

Send us a textIn this episode of Marketing in the Madness, we sit down with George Sullivan, founder of The Sole Supplier, to unpack the rapidly changing landscape of eCommerce and the role of social commerce, AI, and human-first marketing in shaping the next decade of online retail.Together, we explore: ✅ Why traditional transactional websites are becoming obsoleteGeorge argues that websites relying purely on transactions will become irrelevant within the next 5–10 years. Instead, successful platforms will blend content, social interaction, and community, creating niche spaces that tap into culture and inspire shoppers! ✅ How social and community-driven platforms are transforming shopping habitsAs AI-generated content proliferates, people will crave authentic, human-driven experiences more than ever. Brands that lean into human-centred storytelling will build trust and connection in an increasingly automated world. ✅ Why brands need to double down on authentic, human-centred content to stand out in an AI-driven worldThe way people search for products is changing dramatically - consumers now look on Instagram, TikTok, or even ChatGPT instead of Google. This means brands must rethink their SEO strategies, creating unique content optimised not just for traditional search engines but also for AI tools and social platforms.Join us as we discuss why micro-communities, human experiences, and AI-enhanced strategies will define the winners in the future of retail!Connect with George:https://www.linkedin.com/in/george-sullivan-96397765/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/

Behind Jägermeister’s Digital Transformation at Shoptalk Europe

Send us a textIn this special Marketing the Madness x Shoptalk Europe episode, our host Katie is joined by the powerhouse duo from Jägermeister, Susanne and Maren, who dive deep into what digital transformation really looks like behind the scenes.Live from Shoptalk Europe in Barcelona, we unpack how this iconic FMCG brand is evolving from heritage liquor to digital-first DTC innovator — all powered by a tiny team and smart tech.Together, they explore:Global Digital Transformation – How Jägermeister streamlined 18 local websites into one scalable platform, enabling global consistency with local flexibility.Smart Tech Stack Choices – Why they chose Shopify and Contentful to future-proof their eCommerce and content operations — and how it empowered a tiny team to move fast.Real-World Personalisation – From engraved bottles to limited-edition drops, discover how Jägermeister is using personalisation to deepen loyalty and drive online sales.Leadership & Change Management – The cultural, strategic, and operational lessons from leading transformation in a legacy brand — including the power of worst-case planning and stakeholder empathy.Tune in for honest lessons, practical takeaways, and a little bit of Jäger spirit.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 The Sole Supplier’s Founder Turned a Side Hustle into Nike’s Top UK Partner

Send us a textWhat does it take to build one of the UK’s most influential sneaker platforms from scratch? In this episode of Marketing In The Madness, Katie Street is joined by George Sullivan, founder and CEO of The Sole Supplier, for an unfiltered conversation on building a business that’s as much about community as it is about commerce.Starting from a spare room and a sneaker obsession, George turned a side hustle into a full-funnel powerhouse partnering with major global brands like Nike, adidas, and UGG, and outperforming retail giants like JD Sports in SEO.Tune in as George gets real about: → How he went from NHS recruitment to partnering with brands such as Nike and Adidas → Nearly losing it all (twice) and what it taught him about leadership → Why human-first marketing (not AI) is the future of ecommerce Whether you're a marketer, founder, ecommerce leader or just sneaker-obsessed, this episode is packed with practical insights on brand building, resilience, and what it really means to lead with purpose in a fast-moving, tech-driven world.George Sullivanhttps://www.linkedin.com/in/george-sullivan-96397765/The Sole Supplierhttps://thesolesupplier.co.uk/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/

Why 3 in 4 Find Online Shopping Boring: 3x Your Sales with Social Commerce

Send us a textIn this episode of Marketing in the Madness, Katie explores the future of online shopping with Sophie Frères, CEO and co-founder of LiSA - the social commerce engine powering brands like M&S and Zalando.We’re talking:- Live shopping that actually converts, - Why Gen Z doesn’t care about your editorial content- How employee-generated content (EGC) is reshaping retail- The surprising truth behind why human-led content is outperforming polished studio shoots.Sophie breaks down how LiSA is bringing the social experience back into e-commerce - creating immersive, scalable shopping journeys that blend TikTok-style discovery with proper retail ROI. From building micro-communities to using AI (the good kind, not the creepy avatar stuff), they explore what retailers need to do today to stay relevant tomorrow.If you work in retail, fashion, or just want to know why everyone’s saying M&S is the new Zara - we've got really exciting stats and insights to share with you on this one.Sophie Frereshttps://www.linkedin.com/in/sophie-frères-née-spethmann-3316548/LiSAhttps://www.hello-lisa.com/about-usKatie 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 Diageo is Using AI, AR & Experience Design to Shape the Future of FMGC Marketing

Send us a textWhat happens when one of the world’s biggest drinks brands gets seriously innovative? In this episode of Marketing in the Madness, our host Katie Street is joined by Benjamin Lickfett, Global VP of Breakthrough Innovation at Diageo - the global drinks giant behind brands like Guinness, Johnnie Walker, and Seedlip.From AI-powered brand concierges to AR cocktail mixers and personalised whisky labels, Diageo is rewriting the rules of brand experience — and we get into all of it in this episode!Together, they explore:- How AI & AR are making drinks smarter – From personalised whiskey labels to glass-recognition cocktail tutorials, discover how Diageo is reinventing product experience.- Why “drink less but better” is shaping marketing strategy – We explore how changing attitudes (especially in Gen Z) are driving the boom in low/no alcohol and brand storytelling.- The real innovation mindset behind Diageo’s success – Learn how they test fast, fail smart, and use tech (plus smaller brands) to stay ahead without risking heritage names like Guinness.This is one for anyone in FMCG, marketing, brand strategy, or just obsessed with how digital is changing the way we buy, drink, and connect with brands.👉 If you enjoyed the episode, please give it a like, hit subscribe, and stay tuned for more conversations like these on the future of marketing.Benjamin Lickfetthttps://www.linkedin.com/in/bennilickfett/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 Tech-Savvy Retail Brands Are Using AI and Composable Commerce to Win Gen Z with Elizabeth Azide

Send us a textIn today’s fast-moving retail game, the brands winning hearts and market share aren’t just selling products - they’re mastering discoverability, data, and digital experience.In this episode of Marketing in the Madness, our host Katie Street sits down with Elizabeth Azide, Senior Director of Marketing for EMEA at BigCommerce, the global eCommerce platform powering over 60,000+ digital storefronts. They explore what it takes to build modern, high-performing retail experiences that convert across both digital and physical channels.Elizabeth doesn’t just talk trends, she lives them! From AI-powered product discovery to curated composability, this episode's a masterclass in what it REALLY takes to build retail experiences that convert in 2025 (and way beyond). Whether you're scaling a Shopify challenger brand or steering the wheel for a high-street giant, this episode is your go-to-market wake-up call.1. Elizabeth reveals how BigCommerce is pioneering a “curated composability” approach – empowering brands to mix and match tech solutions tailored to their unique needs while remaining agile and scalable.2. Modern consumers – especially Gen Z – are discovering products before they even land on your site, through platforms like TikTok, Instagram, and even ChatGPT. If your products aren’t findable across these channels, you’re basically invisible.3. From AI-driven personalisation to smarter product metadata, Elizabeth urges brands to stop guessing and start leveraging their data to improve conversion and customer experience.4. This generation wants brands that are authentic, ethical, convenient, and individualistic. From flexible delivery to social impact filters, aligning your tech and content strategy with Gen Z’s core values is no longer optional – it’s make or break.Elizabeth Azide:https://www.linkedin.com/in/elizabethazide/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/

The Marketplace Revolution: How B2B Ecommerce Trends Are Changing the Way We Shop with Giedre Baliutaviciute

Send us a textWelcome to another episode of Marketing in the Madness. This time, Katie Street sits down with the brilliant Giedre Baliutaviciute, Head of Digital Commercial Growth, to explore the evolving world of B2B eCommerce and marketplaces. From Amazon and Zalando to building internal dropshipping models, Giedre shares her fascinating insights on how retailers can tap into tech, data, and partnerships to grow, scale, and serve today’s ever-demanding consumer!What to expect:1. Giedre debunks the myth that marketplaces like Amazon cannibalise brand sales. In reality, they serve different customer segments and provide valuable brand exposure, trust, and convenience (especially for time-sensitive Amazon Prime customers).2. Dropshipping models, retailers can offer vast product ranges without carrying stock or overhauling their fulfillment networks. Evans Cycles, for instance, increased its online inventory by over 60% in just six months, turning the site into a cycling destination. 3. From automated product data enrichment to generating lifestyle imagery, AI is becoming a powerful tool for B2B commerce. Even Amazon now uses AI to suggest data optimisations for sellers, paving the way for a smarter, leaner, more responsive future!Expect real-world examples (like the reinvention of Evans Cycles), future look into AI-powered commerce, and plenty of laughs, shopping anecdotes, and strategic advice.Whether you're in B2B marketing, eCommerce, or just obsessed with the future of shopping - this one’s for you! 💡👉 Don’t forget to like, subscribe, and hit the bell to get notified each time a new episode goes out! Giedre Baliutaviciutehttps://www.linkedin.com/in/giedrebaliutaviciute/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/

Trench Coats and Digital Transformation: The Future of Luxury Retail with Former Burberry Innovator

Send us a textWhat happens when you mix an ex-Burberry tech mastermind, a shopaholic podcast host, and a bucketload of insights into the future of digital experiences? You get this week’s unmissable episode of Marketing in the Madness!Katie Street sat down with retail innovation guru, Giles Smith. The person behind the scenes behind the digital and product strategies for Burberry, Selfridges, Unilever, John Lewis and 50+ other retail brands. So when we say he lives and breathes retail tech... we really mean it.Here’s a sneak peek into what we got stuck into and why you should absolutely tune in:The Burberry Effect - From launching the first luxury eCommerce site back in 2009 to experimenting with social commerce and digital gamification, Giles reveals how the brand has consistently taken brave leaps into the unknown.From 10,000 Page RFPs to Rapid Innovation: At Burberry, Giles led a revolution of ripping up legacy procurement processes and embracing agile, fast decision-making, even choosing underdog platforms before MACH architecture was even a thing.Tech That Actually Feels Fun: Imagine this - you pop into your favourite luxury store while on a trip to NYC and bam! - you’re handed NBA tickets just for being a loyal customer. No forms. No points. Just wow.But why aren’t brands doing this yet? The technology already exists. The opportunity is right there. It just takes brands being brave enough to actually use it creatively.Oh and yes, Katie and Giles even pitched a few ideas on how British Airways could spice up customer loyalty (golden ticket under the seat, anyone? 🤭)One Message to Tech Leaders: It’s not always about chasing trends. It’s about creating environments where your teams can innovate, where creativity can thrive, and where customer experience becomes a true competitive advantage.Loved this? Forward it to your network and let us know what you'd like to see us cover in future episodes of Marketing in the Madness. See you soon!Giles Smithhttps://www.linkedin.com/in/giles-smith-5229871/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/

Live from Shoptalk Vegas with the Founder of Storyblok: How CMS Players Revolutionise Digital Experiences

Send us a textIn this special episode of Marketing in the Madness, recorded at the buzzing Shoptalk conference in Las Vegas, Katie sits down with Dominik Angerer, Co-Founder and CEO of Storyblok, one of the most exciting CMS players revolutionising digital experiences through composable architecture and AI innovation.With 260,000+ users and a fast-growing global team, Dominik shares the inside story of Storyblok’s rapid ascent from its first 1,000 users in 3 months to becoming a global CMS powering leading retail and enterprise brands. If you’re a Founder or Marketing Leader curious about scalable content strategies, modern tech stacks, or how to unshackle your brand from legacy systems, this conversation is an absolute MUST!1. Kill the Content GraveyardLegacy CMS platforms were built to publish and forget. Storyblok flips that on its head with a full content lifecycle approach—starting with ideation (Ideas Room), mapping out user journeys (Concept Room), and ending with automated updates. 2. Composable Is the FutureWhy buy into a monolith when you can plug in best-in-class tools across CMS, DAM, commerce, and more? Dominik explains why the smartest brands are building their stack modular, flexible, and made to scale.4. Think replatforming takes months? Think again. One Storyblok client went live in 17 markets in just 60 days. Another launched a full proof-of-concept in a week. With the right partners and tools, you can move fast and smart!Ready to see how the smartest tech brands are scaling faster, working smarter, and leaving legacy tech behind?Watch the full episode now to hear how Storyblok is rewriting the rules of content management and why composable, AI-powered platforms are the future for marketing leaders who want more impact and less drag!Storyblokhttps://www.storyblok.com/Dominik Angererhttps://www.linkedin.com/in/dominikangerer/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/