Share
TMC Presents: The Marketing Clubhouse
A podcast bought to you by The Marketing Club - for marketers at all ages and stages of their career
Latest episode
27. Standing Out In The Sea Of Sameness with Shyr Godfrey
50:49||Season 1, Ep. 27In this episode of The Marketing Clubhouse, we're joined by Shyr Godfrey, co-founder of Forty Thieves, to explore what it really takes to build a distinctive brand in a category where consumers already have plenty of choice.From turning a premium peanut butter into a nationally recognised brand to navigating retailers, competitors, and changing customer expectations, Shyr shares the lessons she's learned about building a product people notice, choose, and ultimately become loyal to.Together, we explore why differentiation needs to go deeper than marketing, the role packaging and design play in influencing purchasing decisions, and what happens when competitors begin adopting the positioning you've worked hard to own.We also dive into the psychology behind how people shop, why customer identity matters, and the subtle cues that can make the difference between a product being picked up or passed over on shelf.This is a practical conversation for marketers, founders, and brand builders looking to create stronger, more distinctive brands in competitive markets.What we cover in this episodeWhy genuine differentiation starts with the product—not just the marketingHow challenger brands can break through established categoriesThe realities of winning shelf space and building relationships with retailersWhat happens when competitors start copying your positioning and messagingHow packaging and product design influence attention, trust, and purchasing decisionsThe psychology behind how consumers make decisions in-storeWhy customer identity and emotional connection matter when building a brandHow brands can turn products into something customers genuinely identify withBalancing founder intuition with customer feedback and dataThe consumer behaviour shifts marketers should be paying attention toYou should listen if...You're building or growing a brand in a competitive categoryYou work in FMCG, retail, eCommerce, or product marketingYou're launching a new product and need to create genuine differentiationYou want to better understand consumer psychology and buying behaviourYou're responsible for branding, packaging, positioning, or customer experienceThis episode will help you think beyond campaigns and understand the product, design, positioning, and psychological factors that make customers choose one brand over another - and keep coming back.
More episodes
View all episodes
26. The Hype Beyond A Good Campaign With Mark Ho
32:02||Season 1, Ep. 26In this episode of The Marketing Clubhouse, we're joined by Mark Ho, founder of BrightGrain and one of Australia's most respected strategic marketers.After building his career across major consumer brands, Mark has become known for challenging conventional marketing thinking. Rather than jumping straight to campaigns and tactics, he encourages businesses to slow down, ask better questions, and focus on solving the right problems before spending another marketing dollar.Together, we unpack his philosophy of "Transformation Marketing," explore why long-term brand building still matters in a world obsessed with short-term growth, and discuss how marketers can balance commercial pressure without getting distracted by the latest trends or buzzwords.This is a thought-provoking conversation for marketers who want to move beyond execution and become more strategic, commercially minded leaders.What we cover in this episodeWhat Transformation Marketing actually means and why it mattersWhy the best marketing starts with better questions—not better campaignsRecognising when the old marketing playbook is no longer workingHow to identify the real business problem before jumping into executionThe difference between genuine brand building and "brand theatre"Why established brands still need to invest in long-term brand growthHow to balance brand investment with short-term commercial outcomesPractical ways to push back when organisations demand instant resultsWhat a realistic 90-day plan looks like when balancing brand and activationThe habits every marketer can build to become a stronger strategic thinkerYou should listen if...You're responsible for both brand and commercial performanceYou're tired of chasing marketing trends without seeing long-term resultsYou want to become a more strategic marketer and business partnerYou're working in a fast-growing business where the old playbook isn't working anymoreYou want to better balance long-term brand building with short-term growth targetsThis episode will help you think more strategically, ask better questions before jumping into execution, and build marketing that creates lasting business impact - not just another campaign.P.S If anyone remembers the Chicken Tonight ads from the 90's... this man was responsible!
25. Customer Insight Is Your Competitive Advantage with Erin Core
40:33||Season 1, Ep. 25In this episode of The Marketing Clubhouse, we're joined by Erin Core, customer insight specialist and marketing leader who has spent her career helping organisations make better business decisions by truly understanding their customers.Through her work at Veracity and across senior marketing leadership roles, Erin has helped businesses move beyond assumptions and surface the insights that drive better products, stronger campaigns, and more meaningful customer experiences. In a world overflowing with data, she believes the real competitive advantage isn't collecting more information - it's asking better questions.Together, we explore what customer-centricity actually looks like in practice, why research should be the starting point of every marketing strategy, and how businesses can turn customer understanding into measurable commercial results.This is a must-listen for marketers, business leaders, and founders who want to make smarter decisions, build stronger brands, and create marketing that genuinely resonates with customers.What we cover in this episodeThe biggest misconceptions marketers have about customer insightWhy collecting data isn't the same as understanding customersWhat genuinely customer-centric organisations do differentlyHow customer research can completely change a marketing strategyThe risks of skipping research in fast-paced marketing environmentsThe questions every marketer should be asking their customersWhy more data doesn't always lead to better decisionsHow AI is changing customer research—and where marketers need to be carefulPractical ways small businesses can better understand their customersHow customer insight is evolving and what marketers should prepare for nextYou should listen if...You want to create more customer-focused marketingYou're making marketing decisions based on assumptions rather than evidenceYou want to improve your research and customer discovery skillsYou're leading marketing strategy or product developmentYou believe better customer understanding leads to better business outcomesThis episode will challenge the way you think about customer research, help you move beyond surface-level data, and show you why the best marketing always starts with understanding the people you're trying to serve.
24. Building Brands That Last with Kennedy Anderson
53:06||Season 1, Ep. 24In this episode of The Marketing Clubhouse, we're joined by Kennedy Anderson, entrepreneur, founder of The Whitening Co, and one of New Zealand's most recognised consumer brand builders.From launching his first business at just 15 years old to growing The Whitening Co into a household name, Kennedy has spent years turning ideas into businesses. But beyond the viral content and social media success, he's also become known for sharing the realities of entrepreneurship - from cash flow challenges and supplier negotiations to borrowing money and navigating the pressures of building a physical product business.Together, we unpack the difference between building an audience and building a business, why brand has become a founder's greatest competitive advantage, and what it really takes to create a company that lasts beyond the hype.This is an honest conversation for marketers, founders, and aspiring entrepreneurs looking to build sustainable brands in an increasingly competitive world.What we cover in this episodeThe difference between building attention and building a real businessWhy Kennedy shifted from being "the influencer" to becoming "the operator"How The Whitening Co became one of New Zealand's leading challenger brandsThe financial realities of entrepreneurship that few founders talk aboutLessons from building and scaling a physical product businessWhy community has become one of the strongest competitive advantages for modern brandsHow AI is increasing the importance of authentic brandingMarketing beliefs Kennedy has changed throughout his entrepreneurial journeyThe biggest mistakes that became his greatest business lessonsWhat founders should focus on during the first 90 days of launching a businessYou should listen if...You're building or launching a consumer brandYou're an entrepreneur navigating the realities of business ownershipYou want to better understand the difference between audience growth and business growthYou're interested in brand building, community, and entrepreneurshipYou want practical advice from someone who's built a nationally recognised product brandThis episode offers an honest look behind the scenes of entrepreneurship, challenges the myths surrounding founder success, and shares practical lessons for building brands that customers trust, communities support, and businesses that stand the test of time.
23. Becoming A Marketing Leader with Sindy Ward
28:20||Season 1, Ep. 23In this episode of The Marketing Clubhouse, we're joined by Sindy Ward, Director of Hunter Campbell and one of New Zealand's leading marketing recruiters.Having spent her career placing everyone from Marketing Managers through to Heads of Marketing, General Managers, and CEOs, Sindy has a front-row seat to what separates marketers who consistently progress from those who struggle to move beyond the same level. She works with businesses every day to identify future leaders, giving her a unique perspective on the skills employers value most.Together, we unpack what it really takes to build a successful marketing career, why commercial thinking is becoming just as important as creativity, and how marketers can position themselves for leadership in an industry that's changing faster than ever.This is a practical conversation for marketers at every stage of their career who want to become stronger leaders, make smarter career decisions, and stand out in a competitive job market.What we cover in this episodeThe habits and behaviours that accelerate marketing careersWhen marketers transition from being specialists to business leadersWhy commercial acumen is becoming essential for modern marketersThe biggest gaps between aspiring leaders and those ready for senior rolesThe skills every future Head of Marketing or CMO should be developing todayWhether marketers should specialise or become generalistsHow AI is changing what employers are looking for in marketing talentTrends shaping today's marketing recruitment landscapeCareer moves that can dramatically change your trajectoryPractical advice for marketers looking to fast-track their growthYou should listen if...You're looking to progress into a senior marketing or leadership roleYou're planning your next career moveYou're wondering whether to specialise or broaden your experienceYou're preparing for promotions or leadership opportunitiesYou want to understand what employers are really looking for in today's marketThis episode will help you take a more strategic approach to your career, build the skills that future marketing leaders need, and position yourself as the kind of marketer businesses are actively looking to hire.
22. Winning In The Age of Algorithms with Aleisha McCall
46:35||Season 1, Ep. 22In this episode of The Marketing Clubhouse, we're joined by Aleisha McCall, founder of Ultimate Edge Communications, media strategist, and host of The Black Box of Media podcast.After representing Australia and New Zealand at four World Synchronised Ice Skating Championships, Aleisha made the leap into broadcasting before building her own agency from the ground up. Today, she helps high-growth brands navigate paid media, AI, and the rapidly changing digital landscape, with one bold belief at the centre of her thinking: in today's world, the algorithm has become one of your most important customers.Together, we explore how AI is reshaping marketing, whether traditional customer personas still have a place, and how brands can optimise for algorithms without losing the authenticity that makes people want to follow them.This is a forward-thinking conversation for marketers who want to stay ahead of industry change while continuing to build brands that people genuinely connect with.What we cover in this episodeWhy algorithms are becoming one of marketing's most important audiencesWhether traditional customer personas still work in an AI-driven worldFinding the balance between algorithmic optimisation and brand authenticityHow owned and paid media work together in modern marketingPractical ways marketers can use AI to strengthen their strategyWhy clarity - not hope - is one of the most valuable leadership skillsLessons from elite sport that translate into building a successful businessHow to navigate uncertainty when the industry is constantly evolvingWhat today's marketing teams should stop measuringAleisha's advice for marketers starting their careers in 2026You should listen if...You're trying to understand how AI and algorithms are changing marketingYou want to build content that performs without sacrificing your brandYou're responsible for paid media, digital strategy, or brand growthYou're leading a marketing team through rapid changeYou want practical advice on staying relevant in an AI-first industryThis episode will help you rethink how modern marketing works, understand the growing influence of algorithms, and build strategies that resonate with both technology and the humans on the other side of the screen.
21. What Is Beyond The AI Hype with Daniel Xu
23:47||Season 1, Ep. 21In this episode of The Marketing Clubhouse, we're joined by Dan Xu, CEO and Co-founder of ElementX, AI engineer, entrepreneur, and one of New Zealand's leading experts in helping organisations implement artificial intelligence safely and at scale.With a PhD in Bioengineering, a background in mechatronics engineering, and experience developing products like UVLens, Dan sits at the intersection of cutting-edge technology and commercial application. Today, he helps organisations move beyond AI experimentation and build practical solutions that are secure, scalable, and genuinely valuable.Together, we explore how marketers can work more effectively with engineering teams, avoid common AI pitfalls, and build customer experiences that leverage artificial intelligence without compromising trust.This is a practical conversation for marketers, business leaders, and innovators looking to move beyond AI hype and build a competitive advantage through responsible adoption.What we cover in this episodeHow marketers should approach AI adoption without compromising customer trustThe balance between quick AI wins and building long-term AI capabilityCommon security, privacy, and ethical mistakes businesses make with AIHow technical innovation becomes products customers actually useBuilding stronger collaboration between marketing and engineering teamsAsking better questions when evaluating AI tools and vendorsWhy storytelling is essential when introducing new technologyPractical habits marketers can adopt to stay ahead as AI evolvesThe future of AI in marketing over the next three to five yearsHow businesses can implement AI responsibly while maintaining brand integrityYou should listen if...You're leading AI initiatives within your marketing teamYou want to understand AI beyond content generation toolsYou're working alongside product, engineering, or data teamsYou're responsible for customer experience, innovation, or digital transformationYou want practical guidance on implementing AI safely and strategicallyThis episode will help you separate AI hype from reality, build stronger collaboration between marketing and technology teams, and adopt artificial intelligence in a way that creates lasting value for both your business and your customers.