Start-up marketing stories: The Marketing Hustle

“Founder life is really hard, but I would not change it for the world…” Welcome back to The Marketing Hustle, the podcast that breaks through the faff and hears from top marketers and Founders about what it takes to survive startup life. Did you know the deodorant industry produces over 15 million pounds of plastic waste each year? That’s enough to fill over 200 Boeing 747s. This week, we sweat the small stuff (you love the puns, we know it!) with Matt Kennedy, CEO & Founder of Fussy, the sustainable deodorant moving the needle on plastic waste. You may recognise the brand from Dragon’s Den, a product created to protect your pits AND the planet. Fussy is the UK's highest rated refillable natural deodorant with plastic-free refills and clean effective ingredients. It was born in 2020 after Matt’s pregnant wife struggled to find a sustainable and safe solution to staying fresh… and to date they have sold a whopping couple million refills.  It’s safe to say, as with all startup journeys, there've been some brilliant highs, painful lows and a whole lot of ‘who knows?!’… including becoming an armpit sponsor!  Tune in to discover performance Vs brand marketing, the deep realities of balancing parenthood with Founder life, and how being dyslexic and having a range of jobs led him to where he is today. It’s time to dish the dirt… AND if you enjoy the episode, please leave us a review! It helps more than you know.  Chapters: [01:56] From DJ to Founder: Creative career insights [06:46] How pregnancy highlighted a product opportunity  [10:22] Using D2C as a route to market [11:02] Taking the personal out of performance marketing [14:42] Being a master of being a ‘jack of all trades’ [19:30] Founder resilience: on the brink of failure [21:37] Becoming ‘The official armpit sponsor’ of footballers [28:43] Nurturing and testing with TikTok  [36:19] Marketing + ops = Growth [42:29] Stop overcomplicating your marketing  [44:20] Being aware (not obsessed) with competitors  [51:53] The struggles of surviving Founder life [59:26] Becoming a new dad post - Dragon’s Den  [62:46] Female founders raising: how male Founders can help Connect with Matt: https://www.linkedin.com/in/mattkennedy1986/ Explore Fussy: https://www.getfussy.com/ Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World: https://up-world.co/

“I feel like we’ve got our shit together, but at the same time I feel like we’re only just starting...” Welcome back to The Marketing Hustle, the podcast that breaks through the faff and hears from top marketers and Founders about what it takes to survive start up life. This week, we spill the tea with Emilie Holmes, Founder of Good & Proper. Good & Proper was created to offer tea-drinkers the same quality experience that coffee-junkie folk across the UK love. They have a range of award-winning teas available online, delivered direct to your door… and you’ve probably sipped on their brews in a cute indie cafe somewhere. Since 2013, they have made ‘doing things properly’ their brand ethos, from sourcing the best tea leaves to becoming a B-corp biz… Founder, Emilie has been on quite the journey! Tune in to peel back the layers of start up life, from marketing on a budget to navigating difficult conversations, and of course… getting the best from your brew. A slice of what you’ll discover: - How Good & Proper grew as a sustainable business - The importance of a strong team structure - Shaking up the tea industry There are plenty of mentorship gems to pick up in this chat, so let’s pop the kettle on and get stuck in… AND if you enjoy the episode, please leave us a review! It helps more than you know. Chapters: [2:15] Start up story: Selling tea from a van [5:55] The power of focussing on less [11:23] Creating an appetite for good tea [17:08] Bringing purpose to activations [23:39] Anxieties around growing a team [29:05] Investments and what’s gone wrong [34:47] Reframing failure with Lottie [40:30] Being realistic with your brand goals [46:55] The problem with female empathy [49:49] Discovering leadership styles [52:11] Navigating mum and entrepreneur life [58:16] A quest for bringing magic to marketing Connect with Emilie: https://www.linkedin.com/in/emilieholmes/ Explore Good + Proper: https://www.goodandpropertea.com/ Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Join the UpWorld community: https://up-world.co/

Alec Mills is the co-founder of sustainable period brand DAME, best known for launching the world’s first reusable tampon applicator in 2018. He co-founded DAME to rewrite the narrative around periods, provide real choice, and improve life for girls and women around the world. As the Head of Brand, Product and Marketing Alec has been responsible for bringing some game-changing campaigns to life, including the first ever tampon string to be shown on public advertorial, featuring on the side of 200 London buses. In the latest episode of The Marketing Hustle, Lottie and Alec sit down to discuss… The transition from one product to a full, innovative range Building authority through authenticity Impact marketing How to focus on slow and steady growth

Dr Natalie Getreu is the Co-Founder of Hertility, the company that's helping people to take control of their fertility. Using their at-home tests, over 200,000 customers have received advanced insights into their hormones & fertility. Lottie and Natalie sit down to discuss: How to market a product people don’t know they need The power of Tone of Voice How their marketing has changed over time How not to underestimate word of mouth What makes a great start-up marketer

Thomas Peham is the VP of Marketing at Storyblok – the platform that makes creating and managing your content in one centralised hub and publishing it to any channel or device seamless. Lottie and Thomas sit down to discuss: His unconventional route into marketing Why content is being undervalued by brands How to test content The secret to running a remote company

Second Nature is a platform that helps people lose weight through behavioural change, rather than dieting and counting calories. They’re now a team of 70, and Chris speaks candidly about his experience as co-founder of a growing business. Lottie and Chris discuss: The effects of running a start-up on creativity The all-consuming nature of being a start-up founder The power of granular customer segmentation Tackling marketing with an engineering mindset The downsides of A/B testing

Lottie sits down with Saasha Celestial-One, Co-Founder of Olio – the platform that gives people a hassle-free way to share their surplus food and the household items they no longer have use for. They discuss: - How Olio defines marketing - The biggest marketing challenge the Olio team has faced - Their up-coming rebrand - Reorienting your North Star - What makes a remote business work ...and so much more.

with Victoria Hatcher, who was Marketing Director for Test and Trace.  The role out of Test and Trace was phenomenal. Within weeks an entire country had heard of a new government initiative. Victoria was the leader behind the role out, working through how to communicate the urgency, the media budget and managing a brand new team under crazy media pressure.  This episode covers... The impact of public critique on a pressurised team What insight really means and how to use it  How to build a team fast Don't forget to check us out and learn how you can become a member of our community!

with Finn Lagun, Co-Founder of Pasta Evangelists  Pasta Evangelists delivers fresh pasta recipe boxes across the U.K. Founded in 2016 in a London basement, Finn shares the journey of building Pasta Evangelists into a brand and business that we all know and love, how he overcame challenges that come with starting a small business and hurdles he continues to face as they grow.  Things we cover in this episode:  Putting obstacles aside to get off the ground How Pasta Evangelists do marketing  Importance passion to deliver customer experience Overcoming bottle necks in growth Effects digital vs traditional marketing How to stay fresh and relevant to continue evolving  Don't forget to check us out and learn how you can become a member of our community!

This week’s hot take: Most people don’t plan to become founders—and even fewer are ready for what it actually takes.In this solo(ish) episode, we flip the mic and put Lottie in the hot seat. She’s joined by Brand Hackers’ own Social Media Executive, Dani, for a behind-the-scenes chat on everything from Shakespeare to startups.Lottie shares how she accidentally fell into marketing, the culture shock of moving from P&G to startup life, and what it actually means to be a CEO when you never planned to be one. Expect stories involving fragrance hauls, rejection emails, retail hustle, and her slightly chaotic path to founding three businesses.We talk about learning on the job (with zero formal training), how building community started with one dinner, and the painful but powerful moments that shaped her leadership style. Plus, the honest truth about what she’s still figuring out, and what’s next for Brand Hackers.If you're early in your career, wrestling with imposter syndrome, or building something from scratch, this one’s for you.Let us know what you think, and if you're feeling bold - maybe send this to a fellow founder who needs to hear they’re not alone.Your HostLottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.—The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

This week’s hot take: Wild didn’t just get lucky. Their £230M exit to Unilever was the result of laser-focused strategic thinking from day one. In this episode, James and I unpack what made Wild stand out - from choosing the right high-margin category, to treating influencer marketing like a performance channel, and blending creativity with ruthless commercialism. We explore the intentionality behind every decision, the smart playbook of building for an exit, and why performance and creativity aren’t opposites - they’re partners. Whether you're building a challenger brand or looking to level up your strategy, this one’s packed with takeaways.Your HostsLottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.—The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

This week’s hot take: Activism isn’t just a marketing gimmick - it can be the heartbeat of a brand.Lottie and James unpack what makes Ben & Jerry’s the gold standard for activist branding, from fighting for legislative change to structuring their business around social impact. They dive into the difference between “purpose” and true activism, and how Ben & Jerry’s has kept their mission alive, even after selling to Unilever, through bravery, consistency and clarity.They explore why bravery means being willing to alienate 50% of your audience, how consistency demands embedding activism into every level of the business, and why clarity can keep your mission focused when you’re tempted to take on every cause. Along the way, they share cautionary tales, inspiring case studies, and the tough commercial realities that activist brands face.If you’ve ever wondered how to launch or sustain a brand that stands for something bold, this episode will make you rethink what’s possible (and what’s required).Your HostsLottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about._The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle_

This week’s hot take: Most hiring processes are broken. Companies focus on the wrong things, overlook the right talent, and end up with marketing teams that don’t actually deliver.James and I have seen it all - hiring wins, hiring disasters, and those moments when you realise you’ve brought in the wrong person for the job. So, we’re breaking it all down. From writing job descriptions that actually attract the right talent to spotting the key traits that make a marketer thrive in a fast-paced team, we’re sharing our hottest takes.We talk about why curiosity and initiative matter more than years of experience, the surprising impact of a strong “learning diet,” and why personality can sometimes be just as important as skills in small teams. Plus, the one mistake that almost every startup makes when hiring for marketing (spoiler: they look for the wrong things).If you’re hiring, thinking about hiring, or just want to know what makes a great marketing team tick, this one’s for you.Your HostsLottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.- The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle- #startupmarketing #hiringtips #howtohire #marketingstrategy #startup #job

This week’s hot take: Most brand-agency relationships fail—not because the agency isn’t good, but because the partnership is set up to struggle from the start.James and I have had many moments lately where we’ve sat in meetings thinking, “This could have been avoided if…” So, we’re unpacking it all. From the weird power dynamics of brand-agency relationships to the absolute musts for making it work, we’re sharing our hottest takes.We talk about the importance of transparency (yes, we do need the full picture), why treating your agency like a cost is a surefire way to get mediocre work, and when you shouldn’t hire an agency at all. Plus, the one thing that agencies and brands both need to get better at - giving feedback (spoiler: it’s so much easier than you think).If you’re working with an agency now, thinking about hiring one, or just want to understand how to get the most out of the relationship, this episode is for you.Let us know what you think, and if you’re feeling bold, maybe even send this episode to that client or agency… no context needed. 👀Your HostsLottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.—The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle__

Welcome to the debut episode of "The Marketing Hustle Hot Takes," where we ditch the fluff and dive straight into the juicy, unfiltered conversations setting the marketing world ablaze. Hosted by the dynamic duo, Lottie Unwin and James Hickson, we serve up bold insights and candid advice for startups and seasoned brands alike. Whether you're side-stepping marketing missteps or juicing up your content strategy, we're here to light your path with a dash of wit and wisdom.Lottie here! This week’s episode is one I’ve been itching to record because startup mistakes are everywhere - and we’ve seen them all. When I asked what topics you wanted to hear, so many of you said: the biggest mistakes founders make and how to avoid them. So here we are.Now, let me tell you, narrowing this list down was no easy task. Between James and myself, we’ve worked with countless brands, and we’ve seen startups crash and burn over the same avoidable pitfalls. From wasting money on ads too soon to trying to do everything yourself - in this episode, we’re breaking it all down. So, if you’re thinking about launching a business, already knee-deep in startup life, or just curious about what not to do when growing a brand, this episode is for you.Your HostsLottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about. _ The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at Stickybeak.co/marketinghustle_#marketingtips #startupmistakes #startuplessons #founderlessons #foundertips #strategy #startup

with Founder, Luke Boase Lucky Saint are an alcohol free beer company, who were at the start of the low/ no revolution. Over the last year they have become HUGE & are icons in the marketing space for really owning the category. This week I chatted to Luke Boase, Founder of Lucky Saint about how they break rules & honour tradition.

with Griselda Togobo, Founder of Forward Ladies Forward Ladies is community first. It’s a business driven by a passion to help other women succeed. Since taking over the business in 2014 Griselda has led Forward Ladies to huge success with members worldwide and an online platform for them to connect. This week Lottie spoke to their Founder, Griselda Togobo about how she built the community one member at a time. Join the Copy Club: https://thecopyclub.co.uk/

with Founder, Paul Brown. Bol are driving people to do things differently. With a product that is making an impact in the category, and branding that stands out on shelf BOL have had huge success. We want to hear how the journeys been, how to innovate & how to authentically be a brand with a purpose. This week Lottie chats to Founder, Paul Brown about building a TV, making difficult decisions & how to build something different.

with Sophia Halberstam, Senior Marketing Manager at This! THIS is well loved by anyone in FMCG or marketing in general. They’re a brand who aren’t afraid to do something shocking, have done numerous campaigns that have had huge reach and consistently produce comms that put themselves out there. This week Lottie chats to their Senior Marketing Manager, Sophia Halberstam who has been there since day 1. They discussed being in a business from the early days, creating viral content & how to work in a Founder led business.

This week I chatted to Thomas Adams, the Founder of Onepiece who absolutely blew me away. Onepiece are a Norwegian found company who you need to know about. They started the onesie hype of the 2000s and kicked off affiliate marketing. I was blown away. Want to build a team of marketing mates? Join Copy Club: thecopyclub.co.uk