Scratch: CMO Interviews Rival

In this episode, we are joined by Jose Moreno, the Chief Marketing Officer of USA Pickleball. USA Pickleball has come a long way from being a small organization with only a handful of employees a few years ago, to now being at the forefront of the fastest-growing sport in America. Their goal? - to make pickleball accessible and inclusive for everyone. One of the key factors in their success is their emphasis on creating a strong community around the sport, not just focusing on the game itself. Jose emphasizes the importance of listening and adapting constantly to truly earn the trust and support of their customers (in this case, the dedicated players). We finish the episode with some valuable insights on managing and keeping up with increasing demand for small marketing teams.

We are joined by Dylan Jones, the CMO of Podium Nutrition in this episode. Podium has evolved from a small CrossFit supplement brand to an emerging lifestyle performance brand, with ambitions to become the leading nutrition brand for Olympic athletes by the 2028 Los Angeles Olympics. One of the key success factors to Podium’s unique brand personality is prioritizing lifestyle and entertaining content over traditional marketing. Furthermore, Dylan talks about the importance of meeting the specific needs of niche audiences to authentically ‘build credibility’. This episode wraps up with valuable insights on building a brand’s unique personality & voice to stand out, while ensure that the marketing stays fun and relatable.

In this episode, we are joined by Bryant Garvin, Head of Marketing & Growth 📈 at Ozlo Sleep. Bryan talks to us about his unconventional approach to marketing, which he calls "performance branding". Performance branding is when you capture attention and build brand affinity through content that’s entertaining & emotionally resonant, while strictly measuring and optimizing the distribution of the content for performance metrics. He emphasizes how having a strong, differentiated product serves as the foundation for any ‘successful marketing’, and why all marketers need to have a basic understanding of human psychology & behavior to build campaigns that perform well.

In this exciting episode, Ashley Boyce, CMO and co-founder of Noteworthy, takes us through their journey of building a perfume brand that dares to be different in the competitive $48bn fragrance category. Noteworthy is a challenger brand that’s empowering consumers to discover their unique signature scent using AI, moving beyond the traditional designer and celebrity endorsements. Ashley talks about the importance of creating products that not only meet a tangible need but also carry a deeper meaning for consumers, similar to Dove's approach to female empowerment. With over 14 years of experience at Unilever, she also tells us about the differences in challenges & opportunities for challenger v/s incumbent brands. Join us in this episode to gain some valuable insights on using personalized experiences to differentiate in a crowded space.

In this episode of Scratch, the Chief Brand Officer of Who Gives A Crap, Ronalee Zarate-Bayani, joins us to uncover exactly how Who Gives A Crap are taking on industry behemoths in the $31bn toilet paper segment and kicking a**! You’ve probably seen Who Gives a Crap, you know, the colourful wrapped toilet rolls that decorate your cool friend's toilet? Well, you’ll be surprised to hear that Who Gives a Crap is leading the charge when it comes to disrupting and dominating the $31bn toilet paper segment. Ronalee talks about the importance of outstanding creativity and finding ways to not compete directly with incumbents but instead find a path which will inspire advocacy. Who Gives a crap also has a much bigger mission, donating 60% of profits to environmental causes. She also delves into the unique challenges and strategies of maintaining the balancing act between profit and purpose, and discusses the critical role of customer advocacy in building a brand that's not just profitable but also purposeful.

Hot on the heels of the partnership with Netflix for the series “Full Speed”, we’re joined by NASCAR’s CMO, Peter Jung. Peter discusses NASCARs transformative journey towards inclusivity, digital engagement, and category disruption. He sheds light on NASCAR's strategic initiatives, including their impactful viral marketing campaigns and a steadfast commitment to diversity and inclusion. Peter also unveils the significance of NASCAR's partnership with Netflix for the series "Full Speed," aimed at captivating new audiences and strengthening fan connections. Additionally, he discusses the implications of NASCAR's innovative media rights deal for the sport's future. This conversation offers valuable insights into modernising a legacy brand, and harnessing digital platforms to build a more inclusive community, providing valuable lessons for marketers across all categories.