The Smarter Podcast with Emily Austen

Today’s guest is one of the most quietly powerful women in the entertainment industry — and someone who has shaped the careers of some of the most influential names in British media, music, and culture. Mary Bekhait is the Global CEO of YMU, the talent management powerhouse behind household names in TV, sport, music, digital, and literature. Her journey from a freelance music journalist and record store assistant to the boardroom is anything but linear — and it’s exactly that eclectic, strategic, and deeply human approach that has defined her leadership style.In this episode, Mary lifts the curtain on what it really means to manage elite talent — from helping household names navigate global careers to scaling creator-led businesses in the age of equity deals, social-first strategy, and content IP. We talk about longevity in the spotlight, boardroom ambition, managing scandal with clarity, and what it takes to lead with impact — all while raising a daughter and reshaping one of the UK’s most influential agencies in the post-COVID era.Mary doesn’t chase the spotlight herself — but she’s been instrumental in building and protecting the people who do. So if you’ve ever wondered what it really takes to go the distance — in fame, in leadership, or in life — this one’s for you.Happy Mammoth is our episode sponsor, and they are offering listeners 15% off online now. Head to www.happymammoth.com

Meet Ashley McDonnell – Global Brand Leader at PuigFrom a Dior exhibition at 16 that lit the spark, to now shaping the future of luxury at Puig, Ashley McDonnell has taken one of the most intentional – and impressive – routes through the luxury industry. Raised in rural Ireland, she set her sights on Paris early and carved her own path through the French “Grande École” system, earning her place at HEC Paris, the alma mater of nearly every major luxury CEO.Her early career saw her managing digital transformation for LVMH at the group level, before joining Dior HQ in Paris to lead the global digital strategy for their travel retail division. She then made a strategic leap to Google, where she managed LVMH's ad portfolio, before returning to luxury to help build the next generation of global beauty brands at Puig. And that's before she decided to start Ireland's first ever global fashion week.Now based in Paris, Ashley brings the same grit, clarity, and global perspective to every brand she touches – combining best-in-class luxury thinking with future-facing digital expertise.For 15% off Happy Mammoth, head to www.happymammoth.com with code SMARTER.

This week’s guest is a cultural powerhouse. Candace Bushnell — the woman behind Sex and the City — didn’t just write a column; she sparked a global phenomenon that redefined modern womanhood on screen and beyond. But her story doesn’t stop with Carrie Bradshaw.In this candid, wide-ranging conversation, Candace opens up about legacy, longevity, and what it really takes to build a lasting career in a world hooked on the next big thing. From navigating the brutal realities of publishing and television deals to the personal cost of creating something that outgrows you, she shares the unfiltered truth about staying relevant — and sane — in the spotlight.We talk politics, money, the pressure to follow up a smash hit, and the difference between being a writer… and making writing your life. Bold, brilliant, and refreshingly honest, Candace brings decades of hard-won wisdom to the mic.This is one for anyone chasing creative success — and wondering what happens when you catch it.Thanks to our sponsor, Happy Mammoth. Head to happymammoth.com and enter code SMARTER for 15% off.

My guest today is the brilliant and endlessly creative Dylan Lauren, founder and CEO of Dylan’s Candy Bar — a business she launched in 2001 that has since become one of the most iconic and joyful retail experiences in the world. You’ve probably seen the rainbow-striped stores, the oversized lollipops, the celebrity fans, or the jaw-dropping candy displays that look more like pop art installations than shop fittings — and that’s all by design.In this conversation, Dylan shares the story of how she built a brand that blends fashion, art, and pop culture — inspired by everything from Willy Wonka to FAO Schwarz, from childhood travel to growing up in a famously creative household. We talk about:What it’s like to launch a retail concept when no one’s done anything like it beforeHow she stayed true to her vision while learning the ropes of finance, operations, and scalingThe tension between trends and timelessnessAnd how she carves out time for creativity, family, and sanity in a business built on color and chaosWe also touch on leadership, collaboration, burnout, and why some of the best business ideas still come from simply trusting your gut — and keeping a sketchbook close.If you’re an entrepreneur, a retail obsessive, or someone looking to blend joy with business savvy, this one’s for you.Thanks to our sponsor, Happy Mammoth. Head to Happymammoth.com and use code SMARTER for 15% off.

Amanda shares her path from liberal arts student to Wall Street analyst, private equity investor, and later brand builder for Supergoop! and Olaplex. She emphasises her passion for merging creative brand storytelling with hard commercial discipline. At Supergoop!, she helped convert sunscreen into a daily wellness staple by innovating formulas like the iconic “Unseen” and focusing on mission driven growth and retail strategy. As she stepped into the CEO role at Olaplex, Amanda prioritised understanding the science, the salon stylists, and global market nuances while assembling a leadership team to scale the brand’s story and restructure its foundation. The episode also touches on her leadership philosophy, marketers’ use (and misuse) of AI and virality, her firm belief in clarity of brand DNA, and the challenge and thrill of balancing high stakes global business travel with being a mother.Thanks to our sponsor, Happy Mammoth. Head to Happymammoth.com and use code SMARTER for 15% off.

Will Pearson is the co-founder of the hugely successful Ocean Bottle. Will's mission is simple; he wants to save the ocean. Will and I chatted about big time partnerships, slow growth, how to find a co-founder, being purpose led, shutting out the virtue signalling noise and what the reality of the future looks like.

 Zoë Zimmer, was born and raised in London. At fifteen, she started modelling, and seven years later transitioned into working as a photographer. Self-taught, she initially started working in fashion and portrait photography while living between London and Los Angeles. More recently she turned her talents to design, launching her label, The 87. We chatted about the 'right' amount of work, navigating having famous parents, where she gets her creativity from, and how she has embraced her passions to evolve through the industries which are more interesting to her.

Eliza is a start-up owned by Daily Mail and General Trust (DMGT). The website uses an affiliates-based publishing model and has, since October 2023, increased its Instagram followers by 173% and more than trebled its followers on TikTok. One of its content formats, developed on TikTok, has had more than 100 million views. When she took on the role as MD, Hannah's brief from one of the biggest publishing conglomerates was, “reposition what a magazine looks like for fashion and beauty in today’s social world”. Prior to that, she tried her hand at the law, was a self confessed terrible PA, worked with the best entrepreneurs in the business, joined Founders Factory, and successfully exited a Podcasting company. Her story is super inspiring and she's proof that you can try your hand at many different industries and develop your ow working style.