What does growth actually look like across different company stages? And why do so many CMOs and CEOs get it wrong?
In this episode of CMO Therapy, I sit down with the absolutely awesome Irina Chuchkina to unpack how marketing strategy should evolve as a business scales, from scrappy startup to polished scaleup and beyond.
We dig into misaligned expectations, chaotic Slack messages, undercooked processes and the all-too-common urge to chase “unicorn status” without building the proper foundations.
Irina drops absolute gold advice like: “Growth is such an often abused word… building strong foundations matters a lot more than just speed.”
We talk about the power of focus, the danger of spreading too thin too fast and why your org design, KPIs and even your spark need to shift at each stage.
This one’s a must-listen for marketing leaders navigating the madness of growth and trying to do it the smart (not scary) way.

Music clip by Filo Starquez, Divergence

Partner marketing: powerful strategy or PR vanity project?
In this episode of CMO Therapy, I'm joined by the fabulous fintech marketing leader Yuliya Muir to dive into the real work that should happen before anyone hits "publish" on that shiny press release.

We get into the nitty-gritty of what makes a great partnership, from aligning on ICPs and co-owning go-to-market plans, to navigating lopsided dynamics and building genuine, long-term relationships. It’s not all about airtime, it’s about impact!

We also chat about how to divide and conquer campaign responsibilities, what to do when one partner has way more resources than the other, and how to make sure both sides actually win.

As Yuliya puts it: “Partnerships just work when done right. But you have to nail the ‘why’ before you go anywhere near the ‘what.’”

If you’ve ever been handed a partner announcement and asked to “just do some marketing,” this episode’s for you.

Ready for a dose of real talk about squiggly careers and breaking through glass ceilings in marketing?
In this episode of CMO Therapy, I sit down with the fabulous Betsy Samuel to unpack the twists, turns and triumphs of a marketing leader’s journey.
Betsy shares candid stories from her “one-person-band” early days in FinTech, the bold leaps that shaped her career and why embracing uncertainty can be your biggest advantage.

Together, we tackle the challenges of burnout, building credibility and finding your tribe - both inside and outside your company.

Betsy’s practical advice? Raise your hand for new projects, lean into your network, and remember: “You never know where that next opportunity is gonna come from to learn something new.”

If you’re looking for inspiration, actionable tips, or just want to hear from someone who’s been there, this episode is packed with wisdom, humor, and heart. Perfect for any marketer ready to level up.

Music clip by Filo Starquez, Divergence

In this episode, we’re diving into one of the hottest debates in marketing: does brand or revenue get the trophy? I’m joined by Keith Povey, who’s spent over two years as Director of Revenue Marketing and trust me, he’s got the battle scars and the wisdom to prove it! We unpack what it really means to balance brand building with revenue-driving tactics, especially when your KPIs are all about new business.

Keith shares his journey from being laser-focused on revenue to embracing the power of brand, revealing why “if people don’t know who you are, they can’t buy from you”. We chat about the challenges of measuring brand value, the evolving relationship between marketing and sales, and why sometimes, marketers need to be brave enough to be held accountable for business growth. As Keith puts it, “it’s easy to get an ‘A’ when you write the questions to the exam”. But does that really move the business forward?

Tune in for honest stories, practical tips and a few laughs along the way. This is a must-listen for marketers who want to level up!In this episode, we’re diving into one of the hottest debates in marketing: does brand or revenue get the trophy? I’m joined by Keith Povey, who’s spent over two years as Director of Revenue Marketing and trust me, he’s got the battle scars and the wisdom to prove it! We unpack what it really means to balance brand building with revenue-driving tactics, especially when your KPIs are all about new business.
Keith shares his journey from being laser-focused on revenue to embracing the power of brand, revealing why “if people don’t know who you are, they can’t buy from you”. We chat about the challenges of measuring brand value, the evolving relationship between marketing and sales, and why sometimes, marketers need to be brave enough to be held accountable for business growth. As Keith puts it, “it’s easy to get an ‘A’ when you write the questions to the exam”. But does that really move the business forward?

Tune in for honest stories, practical tips and a few laughs along the way. This is a must-listen for marketers who want to level up!

Music clip by Filo Starquez, Divergence

What’s it really like working in a big marketing team at a large company? In this episode of CMO Therapy, Lucy sits down with the brilliant Nicola Harley, Head of Global Content at Morningstar, to unpack the highs, the lows and everything in between.

We chat about the perks - think structured career paths, specialist roles and (sometimes) bigger budgets - but also the politics, long approval chains and finding your voice in a sea of stakeholders. Nicola shares why marketers in large companies need to think like intrapreneurs: “You have to really treat a big business like a startup… build things, demonstrate things and build an incredible network around you.”

We also talk leadership, EQ vs IQ, how to handle idea overload from the C-suite and why marketers should be better at communicating what they learn, not just what they achieve.
Big company or small, this episode is full of insight and it’s definitely not just for the corporate crowd. You’re going to love it!

Music clip by Filo Starquez, Divergence

In this episode of CMO Therapy, Lucy is joined by the brilliant Emma Westley to unravel the emotional rollercoaster that is marketing attribution. Yep, we’re talking about the messy middle between marketing activity and actual sales – and why proving ROI isn’t as simple as plugging numbers into a spreadsheet.

From navigating complex customer journeys to the billboard problem (“How do you really know if it worked?”), Emma shares her candid thoughts on what attribution can – and can’t – do. Spoiler alert: “Attribution is never going to be perfect. So stop chasing perfection – chase insight.”

We get into why marketers need to be more confident telling their story to the business, what metrics actually matter and why aligning with sales is the secret sauce. Whether you love data or dread the dashboards, this is the honest chat every marketer needs.

Music clip by Filo Starquez, Divergence

Ever had that moment where your CEO casually says to you “I've had an idea, let’s go international, so congratulations your market just tripled” Suddenly, it’s not just about growing, it’s about scaling across borders, cultures and entirely different customer expectations. In this episode of CMO Therapy, I sit down with Jasper Martens, CMO at PensionBee, to unpack what really happens when you take your brand global.

We talk about where to start, what not to assume and why you need to treat localisation like a non-negotiable, not an afterthought. Jasper shares what he learned the hard way: “You can’t add culture later like a hat - you need your outfit ready before you start.”

From building the right team and budget planning to navigating brand tone and working with strategic partners, we get into the real-world nitty-gritty of making international expansion actually work.

If you’re thinking about growing beyond your home turf, this one’s packed with the stuff you really need to know.

Music clip by Filo Starquez, Divergence1

Scaling marketing without a bottomless budget? It’s a balancing act - part strategy, part scrappiness and a whole lot of creativity! In the episode of CMO Therapy I’m joined by the brilliant Katie Hayes, Head of Marketing at Ozone API, who’s mastered the art of doing more with less.

We dive into how Katie’s built a standout global brand with a small but mighty team, smart partnerships and some seriously savvy content moves. As Katie said, “you can do a hell of a lot with a specialised, talented, ambitious, keen team.” Expect lots of great tips on co-marketing, content repurposing, scaling without overspending and personalisation that doesn’t cost the earth.

If your budget’s being stretched, shifted or squeezed but you’re still expected to make magic happen, then this episode is packed with real talk and actionable advice.

Music clip by Filo Starquez with Divergence