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Unicorny

Unicorny

Hosted by Dom Hawes

BusinessMarketing
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Episodes

114

Latest episode

Feb 2025

Language

EN

About the show

Welcome to Unicorny, a podcast about business, strategy, innovating and commercial marketing. We speak to CMOs, CEOs, CFOs, venture capitalists, private equity leads, consultants, influencers... anyone that can provide clues to finding and unlocking value.

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60 recent
February 11, 202550 min

112. From 4% awareness to industry icon: ESET’s Jules Berriff reveals the secrets to brand resilience, trust, and long-term growth

In this episode of The Unicorny Marketing Show, Jules Beriff, UK Marketing Director at ESET UK, reveals how businesses can build trust as a cornerstone for brand resilience. Jules explains why trust internally—within teams and leadership—and externally, with customers and partners, is crucial for navigating crises and driving sustainable growth. What you'll learn: The role of brand awareness in securing long-term customer loyalty Tips for fostering trust between marketing leaders and finance teams Insights into flat organisational structures that promote autonomy and collaboration How shared experiences and community-driven events spark channel partner loyalty Don't miss this episode for a masterclass in turning challenges into opportunities. Listen now to better approach to brand strategy! About Jules Berriff Jules Berriff graduated with a degree in Economics and Master’s in Cultural Management from Northumbria University. Jules started working for the University on international projects whilst studying, moved into film, was seconded to BAFTA, and then, seduced by a job title, hopped into the old Business Link Service. After being made redundant, she spent a year in legal work focused on offices in the Middle East before returning to the cultural sector with the Science Museum Group. Jules then moved to English Heritage as Territory Marketing Manager for the North of England, before joining the Continuum Group in 2016 as Head of Sales, Marketing, and Brand Experience. Jules now works in the very different but exciting world of cybersecurity. Jules has a commercial head on creative shoulders and adores marketing, relishing the complex and conflicting mix of data science overlaid with creativity that, when done right, can yield fantastic results. Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/PdZXTe7BNWsLinkedIn: Jules Berriff FCIM | Dom Hawes Website: ESET UK Sponsor: Selbey Anderson Other items referenced in this episode: Octopus energy Safer kids online by ESET 

February 4, 202547 min

111. Constraints and creativity: how ZF's Camilla Davison unlocks business's toughest challenges

In this episode of The Unicorny Marketing Show, host Dom sits down with Camilla Davison, CMO of ZF Aftermarket, to explore how B2B marketing can deliver meaningful customer value. Camilla shares her journey from consumer goods to the aftermarket industry, revealing key lessons about value creation, marketing leadership, and the challenges of balancing short-term profitability with long-term brand building. What you'll learn: The role of marketing insights in strategy development. How to build cross-functional relationships for better business outcomes. Why marketing must transition from a support function to a strategic driver. Tune in for practical advice on shaping marketing as the hub of organisational growth. About Camilla Davison Camilla Davison has had a long and windy career that has provided many exciting opportunities for fulfilling growth and new experiences. Starting very conventionally on a Marketing graduate recruitment scheme, Camilla spent 15 years with Kimberly-Clark on exciting Brands like Andrex and Kleenex. On moving to Africa, she found a different purpose in charitable work, supplying the basics in a more practical way for 6 years. On return Camilla settled back at KC to lead their baby business in Europe, driving both product and commercial innovation in a very competitive arena. Camilla then moved to B2B - taking those fundamental brand marketing skills to build brands in the public washroom arena. From there she went to a completely different arena of Autoparts and the aftermarket...First with Tenneco and now with ZF.Links Full show notes: Unicorny.co.uk Watch the episode:  https://youtu.be/seBnHjQs0JcLinkedIn: Camilla Davison | Dom Hawes Website: ZF Aftermarket Sponsor: Selbey Anderson Other items referenced in this episode: FMCG = fast moving consumer goods OE = original equipment BGM =  Buying group marketing

January 28, 202540 min

110. Marketing: the strategic powerhouse many businesses are missing with Lisa Quest

Lisa Quest, Partner, Head of UK&I, Co-Head of Government and Public Institutions - Europe at Oliver Wyman, joins The Unicorny Marketing Show to discuss how marketing can transform from a cost centre into a powerful growth driver.  Drawing on her leadership experience, Lisa shares how aligning marketing strategies with leadership priorities and metrics can unlock unprecedented business impact. What you’ll learn: How marketing strategy becomes a translator for leadership priorities. Why building resilient marketing teams is essential in today’s market. Insights into aligning marketing metrics with leadership KPIs for greater impact. Listen in to learn how you can redefine your marketing team as a driver of growth and strategy About Lisa Quest Lisa Quest leads Oliver Wyman's Practice in the United Kingdom and Ireland working with public and private sector organizations to digitally transform, increase productivity, and drive effective and efficient public services for society.Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/WbhVxauK0CsLinkedIn: Lisa Quest | Dom Hawes Website: Oliver Wyman Sponsor: Selbey Anderson 

January 21, 202545 min

109. Underestimating customers: the costly mistake businesses make with Jazz Aujla

In this episode, Jazz Aujla, global head of digital marketing at Euromonitor International, shares her insights on aligning marketing efforts with customer needs. From her journey starting in research at Deloitte to a leader in digital marketing. Jazz breaks down why companies often underestimate their customers, the risks this poses, and how to avoid common pitfalls. What you'll learn: Why starting with the customer is vital for long-term growth. How to lay the right marketing technology foundations. The challenges and solutions of clean CRM data. Balancing AI in marketing with human insights. How data-driven marketing fosters sustainable growth. Understanding your customers isn’t just a nice-to-have—it’s the difference between thriving and stagnating.  Jazz’s advice will challenge your assumptions and help you rethink how to align your marketing efforts with what your customers truly need. About Jazz Aujla Creativity, communication and innovation have been at the heart of Jazz's career for the past decade. Jazz has delivered B2B acquisition strategies for professional services, SaaS and tech-forward businesses, with highly effective results.  As the current Global Head of Digital Marketing at Euromonitor International, she has led on the successful delivery of the new-look corporate website, growing acquisition marketing channels, as well as evolving the brand’s social media presence.  Links Full show notes: Unicorny.co.uk Watch the episode:  https://youtu.be/aDadDuX2AdcLinkedIn:  Jazz Aujla | Dom Hawes Website: Euromonitor Other items referenced in this episode:Why marketers make the best startup founders with David Hart 

January 14, 202546 min

108. Break trust? Break the business. Why brand is your most valuable asset with Christine Alemany

Short-term gains often tempt businesses to cut corners—but at what cost? Christine Alemany joins The Unicorny Podcast to discuss balancing immediate profit demands with building long-term trust and authenticity. From high-profile corporate missteps to cautionary tales like Boeing and WeWork, Christine reveals why credibility matters and how sustainable growth stems from consistency.What you'll learn:The risks of prioritising short-term gains over trust-buildingKey lessons from brands like Microsoft, Coinbase, and Liquid DeathChristine’s 4-step process for maintaining credibility and consistencyHow businesses can align short-term performance with long-term growthDon’t let the profit trap hold you back—discover how authenticity can be your strongest growth strategy.About Christine AlemanyChristine Alemany is an engineer and revenue generator who is passionate about leading late-stage SaaS companies through growth. From the coding trenches to the executive boardroom, she brings over 20 years of experience across product, marketing, and sales to drive exponential growth for emerging growth and Fortune 100 companies, including Dell, Citi, and IBM.Christine is recognised for innovation, content, and customer experience, being named a LinkedIn Top Voice and one of the Top 30 Most Influential Fintech Marketers.Links Full show notes: Unicorny.co.ukWatch the episode: https://youtu.be/RRidTMrDwVoLinkedIn: Christine Alemany | Dom HawesWebsites: Most-Loved Workplace®Sponsor: Selbey AndersonOther items referenced in this episode:WeWorkCoinbaseLiquid DeathRoger L. MartinSatya NadellaGoogle has fired 50 employees after protests over Israel cloud deal, organizers say, By Catherine Thorbecke, CNNBud Light reveals cost of sales hit after trans influencer backlash23. Value innovation in action: (Part 2) Promotion and place with Maja Gedosev, JetBlueCan anyone fix Boeing? By Claire Bushey and Philip Georgiadis, FT

January 7, 202539 min

107. Lessons about AI bias and what it means for businesses with marketing supremo Catherine Reed from SAP

Catherine Reed, Senior Marketing Director at SAP and PhD candidate in bias and AI for marketing, shares her expertise on using AI to enhance marketing strategies. Together with Dom Hawes, Catherine discusses the practical benefits of AI in customer scoring, its role in account-based marketing (ABM), and strategies to identify and manage bias in AI tools.What you'll learn:How to make the most of AI-powered tools in marketing.Common pitfalls of bias in AI systems and how to mitigate them.Simple ways to start integrating AI into your marketing processes.The importance of collaboration between sales and marketing using technology.Listen now to discover practical steps for improving marketing precision with AI.About Catherine ReedCatherine is a passionate and results-driven marketing leader with 12+ years of experience in the B2B software & technology industry. Her career spans across multiple disciplines in the marketing ecosystem and has led her to her current leadership role at SAP in Global Program Management. She is currently completing a PhD in Artificial Intelligence at the University of Gloucestershire, with her research focusing on mitigating the propagation of bias through AI use in marketing. Her interests lie in a modern MarTech stack, next generation marketing technologies and how this translates into a better customer experience. She is inspired by possibility, driven by challenge...Links Full show notes: Unicorny.co.ukWatch the episode: https://youtu.be/h39dsfVnl9gLinkedIn: Catherine Reed | Dom HawesWebsites: SAPSponsor: Selbey AndersonOther items referenced in this episode:NotebookLMBishop, S. (2018). Anxiety, panic and self-optimization: Inequalities and the YouTube algorithm. ConvergenceLuhang Sun, et al. (2024). Smiling women pitching down: auditing representational and presentational gender biases in image-generative AI. Journal of Computer-Mediated CommunicationEU Artificial Intelligence Act

December 31, 202450 min

106. What you need to know for marketing in 2025 and what you've got to look forward to with Dom and Rachel

Happy New Year! As we step into 2025, it’s time to reflect on the lessons of the past year and gear up for the challenges and opportunities ahead. Rachel discusses her upcoming book, Rebrand Right, written with Sarah Robb, and its mission to empower marketer everywhere with the why and the how to drive business growth, making imposter syndrome so very last year! Dom and Rachel discuss what’s coming up in 2025—and announce big plans for the show, including the “27 States” framework.What’s covered:• A sneak peek into Rachel’s new book and the challenges of writing it.• The biggest lessons from the show's format experiments.• Exciting plans for The Unicorny Marketing Show next year.• What marketers need to think about in 2025.Listen in for a thought-provoking, forward-looking conversation that’ll leave you inspired for the year ahead!Links Full show notes: Unicorny.co.ukWatch the episode: https://youtu.be/zXT3GSSF8ewLinkedIn: Rachel Fairley | Dom HawesSponsor: Selbey AndersonOther items referenced in this episode:38. Secrets of a brandmaster: beating brand enemiesThe Unicorny Marketing Show: Sarah RobbRebrand Right by Rachel Fairley and Sarah Robb, on pre-sale now in all bookshop websites- publishes on 22 April 2025. 95. Impossible to Ignore with Carmen SimonThe Unicorny Marketing Show: Geoffrey MooreHow Brands Grow by Byron SharpThe Unicorny Marketing Show: Ben M. BensaouThe Unicorny Marketing Show: Graham WylieThe Unicorny Marketing Show: Leo McCloskeyThe Unicorny Marketing Show: Peter Russell-SmithThe impact of changing episode frequency on audience growth – The Unicorny Marketing Show

December 24, 202431 min

105. The Unicorny Christmas show and tell with the whole gang

What do you get when you cross Unicorny bloopers with Dom?... A roasted potato🥔 Find out why, as Dom and the Unicorny crew celebrate Christmas with a few outtakes (kindly provided by Pete the editor) and a look at some of our favourite moments. Join us for a laugh and a touch of brand wank in this festive wrap-up episode. Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/8MWkWG_2C54LinkedIn: Dom Hawes | Nichola Fairley | Pete Allen | Laura TaylorSponsor: Selbey Anderson Other items referenced in this episode: 95. Impossible to ignore with carmen simon 96. Rebel writing: how brandwank is killing your comms The Unicorny Marketing Show: Maya Price 

December 17, 202448 min

104. Why marketers make the best startup founders with David Hart

What makes marketers and agency professionals natural SaaS founders? In this episode, David Hart, author of Productized and co-founder of ScreenCloud, shares his journey from agency ownership to building a successful SaaS company with over $20M ARR. Learn how to transform creative skills and strategic thinking into a scalable business model. What you’ll learn: Turning agency challenges into scalable product opportunities. The importance of understanding customer needs and validation. How content marketing drives growth on a limited budget. David’s journey offers valuable lessons for marketers aiming to create lasting impact. Don’t miss this chance to learn practical strategies for building your own success story. Competition time 🏆 Want a free signed copy of Productized by David Hart?  All you have to do is email us at unicorny@selbeyanderson.com and let us know why you should get a copy. About David Hart David is the 'Agency-to-SaaS' guy. Having started his own agency which he sold to focus on his SaaS business, ScreenCloud which today is delivering north of $20m in ARR, he's uniquely qualified to talk about the opportunities and challenges involved.  David has since stepped away from the day-to-day of his SaaS business and is working with companies who have a product idea that they want to spin out into a standalone business. He is also a NED of several early-stage SaaS business, an investor and the author of the book, 'Productized: Stop Selling Time and Transition to Selling SaaS'. Links Full show notes: Unicorny.co.uk Watch the episode: https://youtu.be/dL1q94I0CUwLinkedIn: David Hart | Dom Hawes Website: davidhart.io Sponsor: Selbey Anderson Other items referenced in this episode: ScreenCloud Greenfield 37signals Basecamp Mailchimp Studio Graphene telsen The Mom Test by Rob Fitzpatrick Conversational Marketing by David Cancel and Dave Gerhardt 

December 10, 202459 min

103. Why commonly accepted "science" could cost your brand millions with Felipe Thomaz

What if your marketing campaigns could achieve more with less? Dr. Felipe Thomaz, Associate Professor of Marketing at Oxford's Saïd Business School, challenges the widespread belief that maximising reach guarantees success. Drawing insights from his ground breaking peer-reviewed paper, Felipe reveals why overemphasising reach could be costing brands both money and effectiveness.What you'll learn:Why maximising reach doesn't guarantee brand growth or profitability.How different channels uniquely impact consumer behaviour.The role of archetypes in creating effective marketing campaigns.Common mistakes marketers make in media buying and channel selection.Why differentiation drives growth while distinctiveness protects it.Don't miss this essential conversation redefining modern marketing science!About Felipe ThomazFelipe Thomaz is an Associate Professor of Marketing at the University of Oxford, where he is also Director of the Oxford Future of Marketing Initiative, and Director of the Diploma in Artificial Intelligence for Business. Felipe is a research faculty member, with published peer-reviewed works in Marketing, Mathematics, and Conservation Science. He is also Managing Director of Augmented Intelligence Labs, an Oxford spinout based on his research, specializing in long-range forecasting, trend analysis and anomaly detection algorithms. His pioneering research on illicit markets has informed countries and international agencies on novel ways to counter everything from cyberweapons to wildlife trafficking. He has authored policy documents on the decarbonization of advertising with international industry bodies, on progressive advertising with the United Nations, and practical ethics in AI with the International Chamber of Commerce.LinksFull show notes: Unicorny.co.ukWatch the episode: https://youtu.be/0Nc_UPMnilALinkedIn: Felipe Thomaz | Dom HawesWebsite: Augmented Intelligence LabsSponsor: Selbey AndersonOther items referenced in this episode:Schweidel, D. A., Bart, Y., Inman, J. J., Stephen, A. T., Libai, B., Andrews, M., Rosario, A. B., Chae, I., Chen, Z., Kupor, D., Longoni, C., & Thomaz, F. (2022). How consumer digital signals are reshaping the customer journey. Journal of the Academy of Marketing ScienceOxford Future of Marketing InitiativeKantarStochastic frontier analysis

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