Strategy Sessions

Emma Mondolino is the Head of Nextdoor Create, the sales marketing and strategy group at Nextdoor. She talks with Andi about marketing v strategy, what true ‘hustle’ means and what it’s like working for a hypergrowth start up. In this episode we discuss: 1. The advertising trend towards hyperlocal and what that means for brands 2. How brands can adapt and thrive with hyper local advertising 3. Competitors… Who does Nextdoor compete with? 4. How Nextdoor has evolved during the last five years 5. How could Nextdoor evolve in the next five years following the IPO 6. With a product built around local, does Nextdoor change each country? 7. What’s the difference between marketing and strategy? 8. The lessons from working at Pinterest and Twitter Emma Mondolino Emma Mondolino is the Head of Nextdoor Create, the sales marketing and strategy group at Nextdoor. Currently she’s focused on creating value for brand partners by building bespoke creative campaigns. Before she joined the Nextdoor team, Emma worked at Pinterest in both Sales and Marketing. Prior to her time there she was a foundational member of the Brand Strategy team at Twitter. Find Emma on LinkedIn Important Links Careers at Nextdoor Book Recommendations Setting the Table: Lessons and inspirations from one of the worlds leading entrepreneurs by Danny Myers The Art of Possibility: Transforming Professional and Personal Life by Rosamund Stone Zander, and Benjamin Zander. Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Mark Ritson is one of the world's most respected marketing and brand strategists. Mark runs the Mini MBA in Marketing and Brand Management. He’s a columnist for Marketing Week. Prior to that he was a consultant for LVMH and a stack of brands you’d know. And Prof at the world’s top business schools. He’s not short of opinions either. In this episode we discuss: What’s the Mini MBA about and where did the idea come from What’s the difference between the brand management and marketing MBA courses What common mistakes marketers make and how do you fix them? Brand purpose… is it EVER useful? WTF is humaning all about (read Andi’s take on this shambles) Why can’t marketers do pricing? What the Mini MBA teaches us about pricing Sum up the DTC revolution in one word Will Tesla be the biggest thing in the car world or is it overhyped? What’s driving Netflix’s push to stop password sharing Mark’s views on Byron Sharp Why move from the remotest place in England to the remotest place in Australia Mark Ritson Mark has a PhD in Marketing and spent 25 years working as a marketing professor at London Business School, University of Minnesota, Melbourne Business School, MIT Sloan and SMU, winning a shit ton of prizes along the way. He’s worked as a global brand consultant for clients that include Baxter, Loewe, McKinsey, Subaru, Donna Karan, Westpac, Shiseido, Flight Centre, Johnson & Johnson, De Beers, Sephora, Benefit, Amgen, Ericsson, Jurlique, Cloudy Bay and WD40. For thirteen years he was the in-house brand consultant for LVMH - the world's largest luxury group - working in Paris with senior executives from brands like Louis Vuitton, Dom Perignon and Hennessy. He’s written for Marketing Week for over 20 years, winning Columnist of the Year at the PPA Press Awards, the highest award for magazine journalism in the UK, four times and the British Society of Magazine Editors Business Columnist of the Year twice. Find Mark: LinkedIn and Twitter Important Links Mini MBA  My Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO. She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field. In this episode we discuss: Where the idea for Women in Tech SEO came from The stress and joy of hosting a conference (alongside a full time job!) Lessons and learnings from the biggest WTSEO event The challenges of race in marketing Will we ever be ‘done’ with diversity Moving from agency to in house SEO Running SEO from a big brand in a hyper competitive space The challenges of managing SEO for a VC funded start up Why the tech rather than marketing team may be the natural home for tech SEO Areej AbuAli  Areej is Head of SEO at Papier where she focuses on all things technical and on-site SEO. She is the founder of the Women in Tech SEO community which is a support network aimed for women in the Technical SEO field. She has been in the industry for the past 8 years and has spoken at conferences such as SMX, BrightonSEO and MozCon. Find Areej on:  Her website, Women in Tech SEO, Twitter, LinkedIn  Important Links Women in Tech SEO Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Kelley is co-founder and CEO of Blue Studios.io, a family friendly crypto wallet, a former AVP at American Express and JPMorgan and 3rd generation entrepreneur. In this episode we discuss: The hype around web3, crypto, NFT and blockchain Why Andi’s wild predictions about the death of web3 might not be right! Why Blue Studios focuses on the family The benefits of being a start up v incumbent in a fast growing space Why building a community is essential for the growth of Blue Studios How communities can spread the word crypto love Why having a hyper focus is essential for a start up Kelley’s background and why jumping out of big corporate was an obvious move The lessons of being a 3rd generation entrepreneur Kelley Cambry Kelley Cambry is co-founder and CEO of Blue Studios.io. Blue Studios.io builds tools and software to onboard families into Web3. Kelley spent time at Discover Card, in Consumer Card Acquisition. She was also Assistant Vice President of Digital and Product Manager for companies like American Express and JPMorgan. With her background in Fintech and Computer Science, Kelley wanted to start a company to do her small part in changing the world leveraging her entrepreneurial spirit as a third-gen entrepreneur. Kelley is also a graduate of Howard University. Find Kelley on Twitter Book Recommendations Farnam Street Blog #NFTsForGood on Twitter Spaces FinTech Blueprint Average Joe newsletter Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation.  Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Britney is Marketing Manager at Hugging Face, the AI community building the future. She’s an SEO expert, machine learning whiz and amazing conference speaker. In this episode we discuss: 1. Hugging Face… what is it and where did the name come from 2. The difference between Artificial Intelligence (AI) and Machine Learning (ML) 3. Why people don’t need to be scared of ML 4. Why people should be scared of ML! 5. What’s the main goal of the marketing at Hugging Face 6. Why you should always prioritise by impact in your marketing activity 7. What it’s like working at Moz 8. The fun of being a Search Scientist and watching the SEO community take your work to new levels 9. Learning lessons from running your own marketing company 10. Why imposter syndrome is your friend when it comes to public speaking 11. TOPTIPS for aspiring conference speakers 12. Surviving lockdown with a pet snake! 13. Entrainment theory and why you’ll end up going down a YouTube hole because of it! Britney Muller Britney Muller is a Marketing Manager at Hugging Face, SEO Consultant, and proud Aunt. Britney was previously the Senior SEO Scientist at Moz and founder of Pryde Marketing, a boutique medical marketing agency. Find Britney on Twitter  Book Recommendations The Data Skeptic Podcast Machine learning with python Natural Language Processing with Transformers – Building Language Applications with Hugging Face by Lewis Tunstall, Leandro von Werra and Thomas Wolf Other Links Rand Fishkin (Founder at Moz) on the Strategy Sessions Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Ian Forrester is the CMO of STATSports and Ryan is the company's Head of Ecommerce. STATSports provides the most powerful football GPS player tracker for individuals. Real-time performance data and not just players wearing sports bras. In this episode we discuss: What does the STATSport product do and how it came to life Building a world-leading business from Newry, Northern Ireland Marketing a ‘sexy’ product and why it’s not as easy as you think What role does marketing play in the pro (B2B) side of the house Can you build a DTC and B2B offering at the same time What it’s like operating in a market that Google and Amazon are eyeing up How digital marketing drives online sales Role of big events like Christmas in consumer sales What jobs are available at STATSports Ian Forrester  Ian is responsible for Marketing and Consumer Sales at STATSports. At STATSports Ian has developed a robust Marketing plan utilising some of the biggest sports stars on the planet that is supported by a strong e-commerce team and field sales in Europe and USA.  Ian on LinkedIn Ryan Clarke Ryan is the Head of Ecommerce at the world’s leading on-field performance monitoring and analysis company – STATSports, who now sell products in both DTC and B2B markets. He is responsible for the growth of STATSports users through customer acquisition online. Ryan on LinkedIn Important Links Arsenal and STATSports  Jobs List of stadiums Book Recommendations Thinking Fast and Thinking Slow by Daniel Kahneman Traction by Gino Wickman How to Be a Footballer by Peter Crouch You Guys Are History! By Devon Malcolm Andi Jarvis LinkedIn and Twitter

Caroline Webb is the CMO of The Royal Mint, a 1100 year old organisation that makes the UK’s money. But they do much more than that. Find out how marketing helps. In this episode we discuss: What the Royal Mint is What it’s like being CMO of a brand with 1100 years of history while still innovating Being shortlisted for the Data Driven Marketing award with Sky, Superdrug and TalkTalk What’s changed in marketing teams over the last decade Discussing how radio was first used in retail sales How ideas develop at the Royal Mint Lessons from a career in marketing What jobs Caroline is currently recruiting for Book recommendations Caroline Webb Caroline joined The Royal Mint in June 2021 as Chief Marketing Officer and is accountable for elevating the brand to engage customers and support growth. Caroline leads the strategic marketing, communications, insights and product development teams – ensuring that brand sits at the heart of decision making, and delivers our promise as The Original Maker. Vastly experienced in marketing and product proposition, Caroline brings insight and expertise gained at leading consumer brands including Oak Furnitureland, TM Lewin and BAA Retail. Caroline on LinkedIn  Important Links Current jobs available at Royal Mint  Platinum Jubilee coins  And if you want to visit The Royal Mint in Wales  Book Recommendations  Nudge by Richard H. Thaler & Cass R Sunstein  Quiet: The Power of Introverts in a World That Can't Stop Talking by Susan Cain  The Power of Moments: Why Certain Experiences Have Extraordinary Impact by Chip Heath & Dan Heath  Digital Marketing Strategy Course  My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. 

Ash Young runs carmats.co.uk, a lockdown project that grew from zero to £4m turnover. Find out how and why it’s been a roaring DTC success story. In this episode we discuss: Why car mats – where the idea came from and why ANYONE cares about car mats The story of how it grew to £4m turnover in 2 years Paid v SEO v Social while scaling the business The benefits of investing in the brand Customer reviews and why they’re gold The use of data and customer relationships Supplier relationships and why marketers usually stink at these The benefits of a negative cash conversion cycle (much like Amazon) Learning in public The benefits of being DTC Ash Young Ash is the founder of CarMats.co.uk & digital agency Evoluted. He was inspired by the web after launching the Weebl & Bob website back in 2002. Since then he has been helping clients at Evoluted, his passion is ecommerce where he loves driving sales for clients & on his own sites. Ash on LinkedIn - https://www.linkedin.com/in/ashyoung/ Ash on Twitter - https://twitter.com/webmonkeyash Book Recommendations Marketing Freaks Podcast by John Quinton from Overdrive Digital  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.

Antonia manages the external communications, brand, press, and marketing for Caring in Bristol. Caring in Bristol used an emergent marketing strategy to help keep the charity open and helping homeless people during lockdown. Antonia explains all. In this episode we discuss: How Caring in Bristol managed to keep working during the Covid lockdowns How their marketing activity went to work to help out The importance of strategy first – even in a crisis . The importance of people skills in marketing Why no one cares about marketing and how to create buy in anyway Why working in a charity isn’t just a job Antonia Cross Antonia on LinkedIn and Twitter Book Recommendations New Power: How Anyone Can Persuade, Mobilize, and Succeed in Our Chaotic, Connected Age – Henry Timms and Jeremy Heimans The Second Curve: Thoughts on Reinventing Society– Charles Handy Whatever You Think, Think the Opposite – Paul Arden Charity Marketing (Delivering income, services and campaigns) – Ian Bruce The Good Guide to Campaigning and Influencing – Brian Lamb Relationship Fundraising: A Donor–Based Approach to the Business of Raising Money– Ken Burnett Other Things We Talk About Anna Higgie – The artwork behind Antonia on the YouTube video Caring in Bristol’s biggest ad campaign ever which ran during the first lockdown. Coverage in Bristol 24/7 and the Bristol Post. Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy

Tom does consultancy work for startups and media companies. He’s based in Brooklyn, writes a strategy blog and has created the SEO MBA. With a decade of experience in digital media, leadership and growth Tom is a strategic advisor and consultant for leaders who are seeking to gain clarity about their strategy and develop new initiatives. He works with clients like The New York Times, Google, Dotdash, Gartner, Etsy and Seatgeek. In this episode we discuss: Getting started in the marketing world as an SEO Moving to America to launch Distilled’s US office What it takes to be an independent consultant Why client focus on outputs and why that’s not what they always want Tom’s blog and why I think it’s one of the best around The SEO MBA, who it’s for and how it came about Tom Critchlow The best place to find Tom is LinkedIn, Twitter or his website, his musing about being an indie consultant and his SEO MBA. Book Recommendations Legible Practises by Helsinki Design Labs  Recipe for Systemic Change by Helsinki Design Labs  7 Powers: The Foundations of Business Strategy by Hamilton Helmer Other Things We Talk About The SEO MBA by Tom Critchlow - Leadership & Business Skills for the SEO Industry Learn how to be more effective and more confident at presenting to executives and getting things done.  Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa in Finland is available now via Teachable for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.