Scratch: CMO Interviews

Rebundling Culture: How Cîroc is Building a Next-Gen Community in a Fragmented World

In the latest episode of Scratch, Nick Tran, President and CMO of First Round, breaks down what culture actually looks like when people put their phones down, why brands

How Ladder became Apple's favorite app and made Hilary Duff the face of fitness

In the latest episode of Scratch, Philip Edsel, VP of Brand & Creative at Ladder, breaks down why most marketing misses the mark and what separates brands that feel cultu

Checkout.com’s Playbook for Beating Global Giants: Pick One Fight.

Rory O'Neill, CMO of Checkout.com, doesn't just solve for payments- he's solving for brand preference in a crowded payments space. And he's doing it by competing on what'

The CMO Who Faked a Data Breach for Black Friday. The Payflex Playbook.

In the latest episode of Scratch, Tracey-Lee gets into what it really takes to build trust in a controversial space, how she sells brand investment to a CFO who only spea

Social Is Becoming a Revenue Channel. Most CMOs Aren't Ready

In this episode of Scratch, Viren sits down with Misbah Uraizee from Nectar Social to dismantle one of marketing's most persistent myths. The truth? Organic and paid medi

750 Billion Dollars in Marketing Spend Is Being Wasted Every Year

Pranav breaks down why the way we've always tested products and campaigns is fundamentally broken, how 90% of all decision-making happens in the subconscious, and why ask

115 stores and coffee at 30,000feet; Bootlegger's Playbook for Dominating the Category

Miguel gets into the brand discipline behind the growth. Why Bootlegger turned down trends their own customers were asking for. How a year of navigating aviation regulati

“The Apple of Toothbrushes”: How Suri is Disrupting the $10 Billion Oral Health Care Industry

Gyve shares how SURI found its edge by listening closely to real customer frustrations and rethinking the product from the ground up, from design and performance to susta

“Listen Loudly”: How the World's Largest Credit Union Thinks Like a Challenger Brand

The conversation explores why Navy Federal focuses on being "precious to few, but relevant to many". By prioritizing active duty military and their families, they build a

How Satisfy Built The Most Adored Brand In Running

Instead of following trends, Satisfy chooses to build a brand that’s different. Daniel said it best: “The easiest way to do something quite different is to not look at an

How Brompton Built One of the Biggest Brands In Cycling

In this episode of Scratch, Eric sits down with Chris Willingham, Chief Marketing Officer at Brompton Bicycle, to discuss the brand strategy behind Brompton’s global expa

Inside Webflow’s Bet on an AI-Native Web and What That Means For CMOs

In this episode of Scratch, Eric sits down with Adrian Rosenkranz, Chief Revenue Officer at Webflow, to explore how AI is fundamentally changing the way brands grow, comp

Rewriting The Sports Marketing Playbook: How Manors Is Becoming The Most Memorable Brand In Golf

In this episode of Scratch, Viren sits down with Alex Ames, Marketing Director at Manors Golf, the challenger brand bringing new energy, creativity, and cultural relevanc

Roots before Reach: YETI's Playbook To Building an Iconic Brand

In this episode, Bill Neff, Head of Marketing at YETI, breaks down how the legendary cooler company became a culture-defining outdoor brand without relying on massive med

From Cornwall to the World: How Finisterre’s community marketing strategy built a global brand

In this episode of Scratch, Eric chats with Bronwen Foster-Butler, CMO of Finisterre, the cold-water surf brand from Cornwall proving that purpose and performance can coe

Inside Salesforce’s Marketing Machine: CMO Ariel Kelman on AI, Data, and the Future of Marketing

In this episode of Scratch, Ariel Kelman, President & CMO of Salesforce, shows how a category leader can still think like a challenger through the power of education, not

Ocean Bottle’s Secret to Scaling Impact With 2 Billion Plastic Bottles

In this episode of Scratch, Eric chats with Will Pearson, Co-Founder of Ocean Bottle, the brand turning reusable bottles into vehicles for global impact. One of the bigge

How Barclays Adopts a Challenger Mindset to Innovate a 300-Year-Old Brand

In this episode of Scratch, Eric chats with Lili, the Chief Marketing & Experience Officer of Barclays US Consumer Bank, about how she brought a challenger mindset from t

The Secret Marketing Playbook Behind Burger King, Popeyes, & Tim Hortons

Watch our documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomM In this episode, Daniel Blumer, CMO of Restaurant Brands In

Scratch Special: How Baby Eric & Baby Jenna Survived Cannes 2025

This week, it's a Scratch special. Fresh off The Croissette at Cannes 2025, Baby Eric and Baby Jenna join us to share their key takeaways from the most talked-about event