Unicorny
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.
Episodes
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 cust...
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'l...
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:&n...
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 ...
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 sh...
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.
- Com...
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 plan...
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...
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 opportunit...
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 gua...
How can marketers add value and lead with confidence? In this episode of The Unicorny Marketing Show, Rachel Fairley returns as host and is joined by Leo McCloskey, VP of Marketing at Echodyne.
Together, they discuss the evolving role of marketing in B2B, government sectors, and strategic marketing. With years of experience, Leo shares his approach to building trust, fostering team collaboration, and addressing complex challenges i...
In this episode of The Unicorny Marketing Show, we welcome back Valentina Kristensen from OakNorth Bank. Since her first appearance, Valentina has taken on a broader role as Corporate Affairs Director and shares how OakNorth continues to disrupt the seemingly commoditised world of SME banking.
From customer-centric strategies to the development of proprietary segmentation models, learn how OakNorth balances sustainability, innovati...
In this special 100th episode of The Unicorny Marketing Show, Rachel Fairley interviews host, Dom to share key lessons from their podcast journey. This reflective conversation uncovers how the show has influenced marketing strategy and shaped perspectives on brand strategy placement within businesses.
Dom discusses the debate on viewing marketing as a profit centre, challenges the common understanding of ROI, and touches on the dig...
In this episode of The Unicorny Marketing Show, Dom talks to Tas Tasgal, Keynote speaker, author and trainer about the intricacies of human behaviour in marketing.
Tas challenges common perceptions in marketing, emphasising that decision-making is often unconscious and influenced by emotions rather than rational thought.
Key points:
In this episode, marketing veteran Mark Larwood offers a refreshing perspective on the importance of patience in marketing. Mark discusses how today's fast-paced business environment can push for instant results, but slowing down and allowing strategies to mature can deliver lasting competitive advantages.
Key points:
- Patience in marketing can lead to better long-term outcomes.
- Balancing short-term demands ...
In this episode of The Unicorny Marketing Show, Graham Wylie joins Dom to challenge the conventional view of marketing.
Wylie argues that marketing shouldn’t be confined to a single department but should be a company-wide responsibility. He explains the importance of aligning marketing promises with product delivery and encourages organisations to involve every team member in creating a consistent customer experience.
Key points:
In this episode of The Unicorny Marketing Show, Dom and Peter Whent discuss Peter's straightforward "pool rules" for better marketing messaging. Inspired by clear, no-nonsense swimming pool signs, these rules focus on the power of simple, bold communication.
Peter highlights the need for brands to stop using jargon and start focusing on the real issues their customers face. The conversation covers why businesses should be more dire...
In this episode, Dom Hawes interviews cognitive neuroscientist Carmen Simon, uncovering how brain science can help marketers ensure their content is remembered.
Carmen highlights the importance of focusing on distinctiveness and emotion to make sure your audience recalls the most crucial parts of your message.
By understanding how the brain processes and retains information, marketers can begin crafting content that truly sticks, h...
Could your company’s most valuable asset be its culture? In this episode, Hilton Barbour, a seasoned marketing consultant, discusses the vital role of organisational culture. He explains how culture shapes decisions, brand identity, and even the ability to innovate. Hilton explores the connection between culture and strategy, providing real-world examples from companies like Boeing and Nike, showing why this alignment is key to suc...
In the second part of this episode, Leonard Burger returns to discuss the growing trend of side hustles and their unexpected benefits for marketers.
Leonard shares how working on external projects, such as angel investing, has enriched his professional career, offering valuable perspectives that can be applied to his core role in product marketing.
The episode also explores future trends in product marketing, including the impact o...
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