S4 Ep 17: Taking Brand to the Boardroom | Matt Herbert (Tracksuit Co-Founder) on Brand, Growth & Global Scale

What does it really take to bring brand into the boardroom—and keep it there?

In this episode of That’s What I Call Marketing, I sit down with Matt Herbert, co-founder of Tracksuit, for a conversation that moves fast—just like the rocket ship he’s helping build. We talk Series B funding, global expansion (from Bondi to Brooklyn), burnout, brand belief, and why Tracksuit is obsessed with making brand tracking a business conversation, not just a marketing one.

If you're trying to bridge the gap between marketing and the C-suite, or building a brand with B2B swagger, this one's for you.

03:10 – The Series B journey: months in the making

04:30 – How Tracksuit scaled intentionally (and why they waited)

06:20 – Lessons from cracking the US market

08:15 – Why agencies matter to Tracksuit's model

09:35 – Brand health: When awareness is high but trust is low

11:05 – Airbnb, Hilton & what brand data reveals

12:25 – Making brand a boardroom conversation

13:45 – What the C-suite really needs to hear from marketing

15:20 – Instacart's 3-year journey to full-funnel marketing

17:10 – Don’t convince—connect: Learning to speak CFO

18:45 – Brand building for B2B: How Tracksuit lives its own advice

20:00 – Scaling culture without losing yourself

21:50 – Hiring right: From whiteboards to value systems

24:00 – Growing internationally without losing local nuance

26:15 – Why localisation is more than just translation

27:45 – The burnout no one sees: Leading through the scale-up phase

30:00 – Connection, clarity, courage: The Tracksuit leadership triangle

31:20 – Making market research aspirational (yes, really)

32:30 – Final thoughts: Doing serious work, without taking yourself too seriously

🎙️ Guest:

Matt Herbert, Co-Founder of Tracksuit

🎧 Host:

Conor Byrne

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