Marketing in the Madness

Hosted by Marketing in the Madness

Business Marketing

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Episodes

100

Latest episode

Aug 2026

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EN-GB

About the show

The no-fluff podcast for marketing and digital leaders who want more - more growth, more clarity, more impact.Hosted by Katie Street, this is where bold brands and big thinkers collide. From Jägermeister and Estée Lauder to Vodafone, Contentful and next-gen voices like George Sullivan and Joe Glover - each episode digs into the real stuff that drives results.Expect real stories and actionable insights. Get smarter. Faster.

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August 18, 2026Episode 12821 min

The secret engine behind 60% of Adidas’ revenue

Did you know that around 60% of Adidas’ revenue comes through B2B channels? In this episode of our Shoptalk Europe series, Katie Street sits down with Siddharth “Sid” Roy, Director of Product at Adidas to unpack the huge wholesale engine behind one of the world’s most recognisable consumer brands. Sid explains how Adidas manages its B2B ecosystem across major retailers, independent stores and digital wholesale platforms, why B2B remains such an important part of the business and how the brand balances wholesale growth with its direct-to-consumer experience. They also explore how AI is beginning to change retail from the inside out - from natural-language product search and smarter product management to agentic commerce, enterprise AI costs and the challenge of knowing which new technologies are actually worth investing in. In this episode: 01:23 Sid Roy’s role at Adidas 02:39 What B2B looks like inside Adidas 04:38 How Adidas works with wholesale retailers 06:19 B2B vs B2C product strategy 07:37 Creating retailer-exclusive products 08:30 How product and marketing work together 09:48 Choosing the right retail partners 10:42 Natural-language search in B2B retail 11:16 How Adidas is approaching AI 13:22 Why the end consumer still comes first 15:20 Sid’s biggest Shoptalk Europe takeaways 16:51 Understanding the economics of AI 17:14 Which LLM should businesses use? 18:30 The rise of agentic commerce 19:34 Where AI is getting its retail information 20:20 What’s next for Shoptalk Subscribe for more conversations with marketing leaders exploring AI, ecommerce, retail media, digital transformation and the future of brand building. Shoptalk FALL 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://hubs.la/Q04rPP6v0 Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Siddharth Roy LinkedIn: https://www.linkedin.com/in/siddharthroy2010/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

August 11, 2026Episode 12720 min

How P&G is preparing its brands for AI search

How are brands like P&G preparing for a world where consumers discover products through AI, social media and LLMs instead of traditional search? In this episode of Marketing the Madness, Katie Street speaks with Rob Manhoudt, VP of Digital Commerce Europe at Procter & Gamble. Rob shares how P&G is rethinking digital commerce as consumer behaviour changes, from making product information accessible to AI platforms to understanding the growing role of social discovery, retail media and customer advocacy. Topics covered include: 00:00 – How P&G is preparing for an AI-first world 01:10 – Rob Manhoudt’s role leading digital commerce at P&G 02:44 – The shift from ecommerce to digital commerce 04:14 – How the consumer journey is changing 06:26 – How P&G is approaching visibility in LLMs 09:44 – The role of retail media in P&G’s marketing strategy 11:38 – Why fragmented customer journeys change measurement 13:11 – Why retail media needs a more holistic approach 14:24 – What makes P&G brands like Fairy so powerful 16:09 – Why consumers are becoming the voice of brands 17:34 – How AI, social and advocacy create a brand flywheel 18:56 – What’s inspiring the future of retail and brand building Subscribe for more conversations with marketing leaders exploring AI, ecommerce, retail media, digital transformation and the future of brand building. Shoptalk FALL 2026 is already shaping up to be HUGE. If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://hubs.la/Q04rPP6v0 Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Rob Manhoudt LinkedIn: https://www.linkedin.com/in/rob-manhoudt-3715b41/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

August 4, 2026Episode 12621 min

How Cotswold Outdoor used Retail Media to drive a 20% in-store sales uplift

In this episode of Marketing in the Madness, recorded live at Shoptalk Europe 2026, Katie Street speaks with Jamie Kristow, CEO of Cotswold Outdoor Group, about how the business is transforming the retail experience across Cotswold Outdoor, Runners Need and Snow+Rock. The conversation explores how first-party data, digital screens, store associates and brand content can work together to give customers greater confidence at the point of purchase. This episode is essential listening for retail leaders, brand marketers and anyone exploring how retail media can improve the customer experience while delivering measurable commercial results. Subscribe to Marketing in the Madness for more conversations about retail innovation, retail media, AI, customer experience and the future of commerce. Shoptalk FALL 2026 is already shaping up to be HUGE!! If retail, tech and innovation sit anywhere in your world, now's the time to get your ticket and get it in the diary here: https://hubs.la/Q04rPP6v0 Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Jamie Kristow LinkedIn: https://www.linkedin.com/in/jamiekristow/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

July 28, 2026Episode 12521 min

AllSaints Founder Stuart Trevor on building a fashion brand that makes NO new clothes

What if the most sustainable fashion brand was one that didn’t make any new clothes? In this episode of Marketing in the Madness, recorded live at the Retail Technology Show, Katie Street sits down with Stuart Trevor - founder of AllSaints and now founder of the eponymous fashion brand, Stuart Trevor. Stuart shares the story behind building AllSaints into one of Britain’s most recognisable fashion brands, from his early obsession with David Bowie and customised vintage clothing to securing orders from some of the world’s biggest department stores during his first season. He also explains why he returned to fashion with a completely different business model: creating designer collections using vintage, recycled and upcycled clothing rather than producing new garments. Subscribe to Marketing in The Madness for more conversations with the marketers, founders and business leaders shaping what comes next. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Stuart Trevor: LinkedIn: https://www.linkedin.com/in/stuart-trevor-b201b912/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

July 21, 2026Episode 12423 min

How Currys is transforming SEARCH, marketing and customer experience

What does the future of retail look like when AI understands not just what customers search for, but what they actually mean? Recorded live at the Retail Technology Show, Katie Street sits down with Komal Koul, Head of Digital Performance at Currys, to explore how artificial intelligence is transforming retail, marketing and customer experience. Komal explains how Currys is approaching the move from traditional keyword searches to conversational, intent-led discovery. Customers are no longer simply searching for “Bluetooth speakers”; they are asking for “a speaker I can take to the beach”. Subscribe to Marketing in The Madness for more conversations with the marketers, founders and business leaders shaping what comes next. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Komal Koul LinkedIn: https://www.linkedin.com/in/komal-koul-0b900213/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

July 14, 2026Episode 12325 min

How to create B2B EVENTS people actually want to attend

What makes an event worth leaving the house for? Recorded live at the Retail Technology Show, Katie Street sits down with events expert Donna Easton to explore why the best business opportunities still happen when people meet face-to-face. They discuss what separates a memorable event from another corporate gathering, why valuable content should always come before a sales pitch and how brands can create experiences that people genuinely want to be part of. From understanding your audience to designing moments that build stronger relationships, Donna and Katie share practical advice for anyone planning, hosting or attending a B2B event. Subscribe to Marketing in the Madness for more conversations with the people shaping the future of marketing, retail and business. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Donna Easton LinkedIn: https://www.linkedin.com/in/donna-easton-joyologist/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

July 7, 2026Episode 12215 min

How JOSEPH is redefining the luxury in-store experience

How do you make luxury retail feel personal, seamless and genuinely useful? In this episode of Marketing in the Madness, Katie Street sits down with Hannah Creighton, Head of Retail Operations at JOSEPH, live from Retail Tech Show. Together, they explore how JOSEPH is elevating the in-store experience through clienteling, data, omnichannel retail and technology that actually makes life easier for both customers and store teams. Topics covered include: 00:00 Introduction to Hannah Creighton and JOSEPH 00:59 The story behind the JOSEPH brand 02:41 Bringing the customer journey to life in store 03:00 Why client relationships matter in luxury retail 04:33 What happens when you walk into a JOSEPH store 05:56 How JOSEPH uses clienteling to personalise the experience 06:47 The technology behind better customer service 08:25 Using data to make shopping easier 09:33 JOSEPH’s omnichannel journey and pick from store 10:54 Why AI should start with the problem, not the hype 12:46 The dream of seamless stock availability 13:59 Why tech should enhance, not interrupt, the store experience If you’re interested in retail technology, luxury fashion, clienteling, omnichannel retail or the future of in-store experiences, this episode is for you. Subscribe for more conversations with the people shaping the future of marketing, retail, technology and customer experience. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Hannah Creighton LinkedIn: https://www.linkedin.com/in/hannah-creighton-07864618/?skipRedirect=true Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

June 30, 2026Episode 12145 min

Marketing measurement is BROKEN - And how to fix it

What does it actually take to prove marketing works? In this episode of Marketing in the Madness, Katie Street sits down with Jamie Irving, SVP of Media, Insight and Effectiveness at Pentland Brands, the group behind Speedo, Berghaus, Canterbury, Mitre, Kickers, Ellesse and more! Jamie shares what it means to run media and performance across a portfolio of heritage and challenger brands, why commercial marketers need to understand the P&L and how brands can measure effectiveness when customer journeys are more fragmented than ever. From AI search and Shopify to TikTok Shop, out-of-home, incrementality and the return of media mix modelling, this episode gets into the stuff marketers are really trying to figure out right now. Listen to the full episode now. Recorded live at Retail Tech Show. Subscribe for more conversations with the people shaping the future of marketing, retail, technology and customer experience. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Jamie Irving LinkedIn: https://www.linkedin.com/in/jamie-irving-36962820/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

June 16, 2026Episode 12017 min

How Axel Arigato is reinventing the in-store retail experience

Join Katie Street live from the Retail Tech Show for this episode of Marketing in the Madness, featuring Mitchell Vergeer, Head of Retail at Axel Arigato. In this conversation, Katie and Mitchell explore how Axel Arigato is rethinking the in-store retail experience by moving away from traditional sales tactics and creating spaces built around human connection, community, music, events and memorable customer moments (yes, actual parties in their store!) Mitchell shares how Axel Arigato’s store design, service culture and event strategy all work together to make retail feel more approachable, relaxed and genuinely engaging. From chess nights in Paris to DJ-led store openings in Copenhagen, this episode dives into why physical stores still matter, especially for younger audiences looking for experiences that go beyond the product. Subscribe for more conversations with the people shaping the future of marketing, retail, technology and customer experience. Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Mitchell Vergeer LinkedIn: https://www.linkedin.com/in/mitchell-vergeer-15506b52/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/

June 9, 2026Episode 11946 min

How Zara, Vinted & TikTok Shop are changing E-commerce

In this episode of Marketing in the Madness, Katie Street speaks to Sue Azari, E-commerce Industry Lead at AppsFlyer about the future of fashion e-commerce, app marketing, omnichannel retail, social commerce and AI-powered shopping. Sue shares key insights from AppsFlyer’s State of E-commerce Report 2026, including why brands are focusing more on retention, remarketing and web-to-app journeys as customer acquisition becomes more expensive. Katie and Sue also discuss standout retail experiences from Zara, H&M, M&S, Charlotte Tilbury and Vinted, plus the rise of TikTok Shop, resale, live shopping, influencer marketing and AI assistants in product discovery. Perfect for anyone working in e-commerce, fashion, beauty, retail, CRM, performance marketing or app growth. Subscribe for more conversations with the people shaping the future of marketing, retail, technology and customer experience. AppsFlyer State of E-commerce Report 2026: Subscribe to the podcast: Spotify: https://open.spotify.com/show/2UUIgMdZ6FdSCrux5BY7PI?si=c48bdbecb5be4a6e Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-in-the-madness/id1688996981 Connect with us: Sue Azari LinkedIn: https://www.linkedin.com/in/susan-azari/ Katie Street LinkedIn: https://www.linkedin.com/in/katiestreet/ Instagram: https://www.instagram.com/streetmate/ Marketing in the Madness LinkedIn: https://www.linkedin.com/company/marketing-in-the-madness-podcast/ Instagram: https://www.instagram.com/marketinginthemadness/ #Ecommerce #AppMarketing #RetailMarketing #FashionEcommerce #SocialCommerce #AppsFlyer #TikTokShop #OmnichannelRetail #CustomerRetention #Remarketing #AIShopping #MarketingPodcast