In this episode Sandra hosts Melda Hamarat, Global Head of Digital Commerce Strategy at Unilever.Melda shares her unconventional journey from industrial engineering to leading global digital commerce strategy. She discusses how curiosity, consumer psychology, and fearless pivots shaped her career and how digital commerce exploded during COVID and continues to evolve with AI, retail media, and rapid innovation. The conversation explores the rise (and fall) of rapid grocery delivery, why consumer insight drives everything, How AI is reshaping content, media, and measurement and the power of leaders who take risks on people.Tune in to know what makes ice cream such an exciting and delicious category to work in and more.
In this episode, Gordon welcomes Krinio Christaras, Head of Consumer Experience for the MENA region at Mondelēz International, for an inspiring and thought-provoking conversation on marketing, transformation, and the human side of innovation.From her early career in Australian media agencies to leading consumer experience across a complex and diverse region, Krinio shares the pivotal moments that shaped her path—including a bold decision to leave without a plan and how that leap led to her most transformative professional chapter in the UAE.They discuss how curiosity and a passion for human behavior fueled her career, the Oreo dunking ritual and how consumer behavior becomes brand storytelling.Also why empathy and cultural nuance are the superpowers of regional marketing and the role of AI in shaping utility-driven brand experiences. Krinio offers a grounded, insightful perspective on how brands can stop shouting and start truly connecting. Listen in to hear why the future belongs to brands that blend innovation with empathy—and how you can design, not just react to, what’s next.
In this episode, Gordon sits down with David Beer, Director of EMEA Sales at MasterCard, to explore the future of subscription management, financial transparency, and the power of purpose-led innovation in fintech.From his roots in New Zealand and a career that spans engineering, startups, The Guardian, NatWest, and now MasterCard, David shares a refreshingly human perspective on how technology can make financial services more intuitive, inclusive, and aligned with people’s values.They discuss the rise of subscriptions and how banks can help manage them better and MasterCard’s evolving role beyond payments. Moreover David’s lessons from launching products across the world, why purpose isn’t just PR — it has to be in a company’s DNA and the future of hyper-personalized financial experiences.Listen in for an interesting point of view of fintech and purpose-driven business.
In this episode, Gordon sits down with Alexandra (Allie) Sparr, Global Head of Branded Marketing at Envoyage, joining from the other side of the world, Allie shares her global marketing journey, from early days in New Orleans tourism to spearheading a brand that's redefining the B2B travel space.The conversation explores the entrepreneurial roots of Flight Centre—and how that spirit still drives Envoyage today, building a globally distributed marketing team—and why it’s a superpower, not a compromise and why brand storytelling, cultural nuance, and travel excitement are at the core of what makes great marketing.Allie also reflects on the people and principles that have shaped her leadership style—and how her intentional path into marketing came down to one surprising decision at university.Tune in for insights on brand building of a dynamic travel brand.
In this episode of Excitement Talks, Sandra Peat is joined by Matt Darbon, Head of Digital Marketing at Waitrose & Partners, to unpack a remarkable career journey—from stacking shelves at 16 to leading digital transformation at one of the UK’s most beloved supermarkets.Matt shares candid insights of how he "fell into" digital marketing during a dog walk, what he learned from working at brands like Virgin Media and the role customer experience plays in shaping strategy at Waitrose.The conversation also explores why AI and emerging technologies aren’t replacing fundamentals—they’re enhancing them and the emotional power of great marketing, and how fun, trust, and ambition still drive growth.Listen in for a conversation on the real excitement behind digital marketing today.
In this episode of Excitement Talk, Gordon sits down with Dorotheé Gardon, Global Marketing Strategy & Integrated Media Director at IKEA, to explore what it really means to lead one of the world's most loved brands in today’s evolving media landscape.From her early days at Google, Microsoft, and Meta, to shaping brand experiences at Precis Digital and now IKEA, Dorothée brings a deep perspective on navigating brand love, creative pressure and marketing transformation.They discuss how IKEA unites data precision with playful, purposeful storytelling, the shift from omnichannel to "omni-experience" marketing and why marketing should feel like an extension of service, not an interruption.Moreover what AI means for the future of brand interaction and personalization and the importance of leadership, collaboration and building shared purpose in global teams.Tune in to get insights on how to build consistency across markets while staying locally relevant.
In this episode, Gordon is joined by Amélie Manac’h, a seasoned marketing leader who's worked with some of the most iconic French and global brands and recently new Head of Brand Content and Strategy at Nestlé. The talk explores the art of combining research, creativity, and cultural relevance, why boldness matters — and how a fake baby in a bubble led to one of the most talked-about infant nutrition campaigns in Spain.Furthermore what brought Amélie into marketing and what excites her most about the future of marketing, from the shifting media landscape to the rise of AI.Tune in if you want to know more about consumer-centric marketing, brand innovation and the bravery it takes to break through the noise.
In this episode, Sandra Peat sits down with Anna Hale, Chief Marketing Officer at Karo Healthcare, to explore her "excitement journey" through the world of brand building, transformation and purposeful marketing.From early beginnings at Reckitt to a 15-year career with GSK (now Haleon), Anna shares the pivotal moments that shaped her marketing philosophy—balancing emotional resonance with functional efficacy. Now at Karo Healthcare, Anna discusses how the company is redefining modern brand-building in consumer health, from digitally-led strategies to AI-enhanced content creation. She talks about competing with scale by being smarter—not louder—and how Karo is helping people take ownership of their health in areas like women’s intimate care and eczema treatment.The conversation explores how to build performance through people, the emotional power of “low involvement” brands, why purpose in consumer health is not optional—it's inherent and of course the evolving role of AI in marketing, from insight to execution.Tune in and get excited about the future of healthcare marketing and much more.
In this post-holiday return episode of Excitement Talk, Gordon is joined by Adam Ross, Senior Director of Creative Strategy at Coca-Cola. Adam’s journey from agency life in London to leading creative strategy for one of the most iconic global brands is filled with insightful stories, bold career moves (including a spontaneous relocation to Australia) and a deeply human take on creativity and leadership. The episode explores the steep learning curve of joining a brand like Coca-Cola, creative work that goes beyond ads — from crime prevention campaigns to TV show concepts, what it's really like working in-house on brand strategy.Moreover the value of staying an “outsider” inside big organizations and why not knowing can be your greatest superpower.Tune in for a reminder that behind every great campaign is a person bringing their full, curious self to the table.
In this episode, Gordon sits down with Richard Le Moult, CMO of Latin America at Pernod Ricard, for a conversation about the realities of modern marketing leadership. From his early days at Danone, Kraft and Philip Morris to now leading marketing across one of the most dynamic regions in the world, Richard shares what it really means to be a marketer today—and why he finds the complexity exhilarating.The conversation explores Richard’s international journey—from France to Mexico to Brazil and why LATAM is a region full of big opportunities. Furthermore why managing conflicting expectations isn’t a problem, but the job. He also reflects on not being afraid to embrace the messiness of it all why he sees himself as a midfield player, connecting defense and attack — a perfect analogy for the CMO role today.Ending on the future of marketing: hyper-personalization, scalable big ideas and redefining experience.Tune in to get insights on how big brands navigate complex markets.
In this milestone 100th episode of Spikes Excitement Talks, Gordon Euchler sits down with Aseem Puri, Digital CEO of Unilever International, for a truly global conversation on modern marketing, bold leadership and building brands that resonate across 200 markets.After five scheduling attempts it finally happened—and it was worth the wait:The conversation explores why Unilever International is "95% social-first"—and what that means for the future of brand building. How Aseem’s team leapfrogs traditional marketing to reach underserved markets in Africa, Latin America & the Pacific.Moreover the shift from big-budget ads to daily content creation and experimentation, how social trends spread globally—within days, not months.Also Aseem’s inspiring career journey: from rural sales in India to leading digital transformation at Unilever and the mentors and mindsets that shaped his leadership style all around the motto that the future of marketing lies in data-led empathy: “Make things people want. Don’t make people want things.”Tune in for insights from a future leader navigating the ever-changing global landscape.
In this episode, Gordon sits down with Gianluca Toccafondi, a self-proclaimed IKEA “lifer” and current Head of Global Marketing at Inter IKEA Systems, to explore how purpose, passion and people come together to create not just a career—but a calling. The question is what keeps someone excited about work after 20+ years at the same company?From his early days in Tuscany to leading marketing on a global stage, Gianluca shares why marketing is still a science in a world of AI and disruption, how values can fuel long-term engagement, what it means to “do marketing without saying we’re doing marketing”.Tune in for a episode about sustained excitement, human leadership and staying curious.
In this episode, Gordon is joined by Frida Elisson to talk about her journey across sectors and continents—from Lidl to Unilever, Google to eBay, and now as CMO of Kleinanzeigen. From the ballet studio to the boardroom, Frida’s career is anything but linear—and all the more inspiring because of it.They explore what it means to shape iconic brands through times of transformation, the power of curiosity and adaptability and why making big leaps can be the key to staying excited about your career.The conversation explores what it really meant to bring classical brand thinking into Google Germany, steering Kleinanzeigen’s shift from “second-hand” to “sustainable” and why impact, not just output, defines great marketing.Tune in to get inspired – whether you're in FMCG, tech or just trying to navigate your own next leap.
In this episode of Excitement Talk, Dave Cobban sits down with Ajinkya Joglekar, a seasoned marketing and product leader with over two decades of experience scaling iconic brands like Comcast, JP Morgan, Dish, and Sling TV. But his journey didn’t start in a boardroom — it began in the world of jazz and physics. Ajinkya shares how his unique blend of creativity and analytical thinking led him from music theory to leading high-growth marketing teams and ultimately founding Growth Stack Commerce. The conversation explores why embracing small tasks with tenacity can lead to big opportunities, what it was like building digital marketing from scratch in the early 2000s, the parallels between the rise of digital and today’s AI transformation, how brands can use AI without losing their emotional and creative edge.Tune in for a conversation that bridges past, present and future in the ever-evolving world of marketing.
In this episode, Gordon welcomes Sharalyn Orr, Executive Director of Global Marketing Innovation at The Estée Lauder Companies, for a powerful conversation about beauty, purpose and transformation.Sharalyn shares her unique, non-linear journey from media and research to luxury beauty and how her six-year pursuit of the right role ultimately led her to Estée Lauder.Now leading a Center of Excellence focused on women 45+ across Western markets, she discusses the shifting consumer mindset, the business case for inclusivity and the mission-driven work behind campaigns like “Because of My Age.”They also explore how brands like Nike and Under Armour have successfully tapped into universal human truths — and how the beauty industry is evolving with greater diversity, accessibility and authenticity. From VR tools for the visually impaired to the rise of indie and inclusive brands, Sharalyn offers a forward-looking perspective on the future of beauty and why it matters.Tune in for insights on campaign storytelling that actually resonates.
In this episode, Gordon sits down with Matthias Hanschke, the Global Head of Marketing Transformation at Henkel and Advisory CMO at Spotify. Together, they dive deep into the rapid evolution of the FMCG sector and explore the challenges and opportunities in marketing, particularly as AI and new technologies reshape the landscape.Matthias shares his unique insights on balancing visionary strategies with practical execution in a world that’s evolving faster than ever. From navigating the complexities of brand transformation to fostering a culture of innovation and embracing failure, they unpack the key decisions that shape successful businesses today.Plus, they discuss the power of collaboration, the importance of learning from others and the evolving role of leadership in guiding brands through periods of change. Tune in for an honest talk about marketing evolution, strategic decision-making and the future of global brands.
In this episode, Sandra Peat sits down with Rachel Exton, VP of Global Brand at Pearson, to explore a career that spans everything from high-end beauty and disinfectant to cutting-edge education and AI.Rachel shares her remarkable journey through brands like Unilever, John Frieda and Dyson and how each role taught her something new about people, purpose and pivoting. She opens up about navigating career challenges, including returning from maternity leave and re-entering the workplace on her own terms.Together, Sandra and Rachel unpack why every product — even bricks and disinfectant can be emotionally meaningful, the importance of purpose in today’s marketing landscape, how brand marketing can drive transformation in education and what excites Rachel most about AI and the future of lifelong learningTune in and get inspired to follow curiosity and go back for what you really want.
In this episode of Excitement Talks, Gordon sits down with Chiara Grillo, Head of Digital Marketing & Media for Unilever’s ice cream division in Italy. From Magnum tastings on Monday mornings to unlocking confidence through deodorant campaigns, Chiara’s journey across categories and continents shows how marketing can be both deeply human and endlessly creative.She reflects on starting out as a national-level athlete, studying marketing psychology, and building a career —moving from ice cream to skincare, deodorants and back to ice cream again. Along the way, Chiara shares insights on leadership, the mentors who shaped her and why she sees marketing not as selling, but as serving people’s needs.They also explore the future of marketing where creators, authenticity, and data-driven media meet—and why ice cream will always be the business of happiness.Tune in for a real talk about what it means to make brands meaningful in people’s everyday lives.
In this episode, Gordon sits down with Antoine Genot, whose career spans Nestlé, Procter & Gamble, BCG and now Pernod Ricard, where he leads global marketing performance. Antoine shares how marketing has evolved from the classic 4Ps to a fast-paced, data-driven, AI-empowered discipline.The conversation explores how to do more with less, why collaboration across creatives, data scientists and tech experts is the new core skill of marketing and how AI unlocks both the art and science of marketing.Antoine also shares the strategic brand choices he admires—from Jameson’s consistent storytelling to Lego’s licensing pivot and Red Bull’s discipline in SKU strategy. He reflects on the future of marketing leadership, where agility, humility and critical judgment matter as much as innovation.Tune in for a clear-eyed look at what it takes to win in modern marketing.
In this episode of Excitement Talks, Spikes UK Partner Sandra Peat sits down with Ilaria Pasquinelli, CMO of Cannes Lions, to explore her fascinating and non-linear career journey—from fashion and sustainability to global marketing leadership.Ilaria shares how her early passion for languages and cultures led her into marketing “by accident” and how her work with the United Nations and major fashion brands shaped her belief that business can be a force for change. She reflects on the transformation of Cannes Lions—navigating the challenges of the pandemic, reimagining the role of the festival beyond a single global event and making creativity more accessible and inclusive across the industry.The conversation also dives into themes of business transformation, marketing effectiveness, diversity in creativity, global perspectives and the evolving role of AI as a tool to help marketers refocus on what makes us human.Tune in if you’re interested in how creativity, strategy and transformation intersect at the heart of today’s marketing industry.