Interview with Joel Garthwaite - Marketing to Home And Garden Customers Isn’t Easy - Episode #95

If you work in e-commerce, you need to listen to this podcast interview.

Joel Garthwaite is the CMO of Harbour Lifestyle, the UK's fastest-growing outdoor furniture brand. With 10 years of experience working with global companies, Joel specializes in paid media programming, demand generation, data analytics, PR, and more. He has a proven track record not just in the DTC space—developing and leading world-class marketing teams across B2B and B2C.

He has also advised and led multiple companies across tech, commodities, and finance through successful IPOs.

Prior to moving client-side, he worked in the agency space too—helping clients like Nike, Nestlé, Shell, AstraZeneca, and more.

Questions and topics we covered include:

• The differences between selling commodity/impulse purchase products versus luxury products.
• The different methods to use to build trust when your business doesn’t have social proof.
• The right tactics to use to gain more product reviews and UGC.
• Is the single-channel strategy dead in the world of e-commerce marketing?
• How is Joel's team doing customer research and customer discovery this year?
• Why do marketers need to have a strong awareness of macro events in culture and news?
• What Joel looks for in potential marketing hires.
• How can CMOs stand out as candidates when being evaluated by hiring managers at the c-suite level (CEOs, executive recruiters, etc.)?

And more!

You can say hi to Joel via LinkedIn - https://www.linkedin.com/in/joelgarthwaite