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In today’s retail landscape, the brands that win aren’t just selling products, they’re mastering discoverability, data, and digital experience. From personalised product recommendations to seamless cross-channel journeys and Gen Z-ready content strategies, retail tech is no longer a nice-to-have, it’s the backbone of brand growth!

In this episode of Marketing in the Madness, our host Katie Street sits down with Elizabeth Azide, Senior Director of Marketing for EMEA at BigCommerce, the global eCommerce platform powering over 60,000+ digital storefronts. They explore what it takes to build modern, high-performing retail experiences that convert across both digital and physical channels.

Elizabeth doesn’t just talk trends, she lives them! From composable commerce to AI-powered product discovery and the psychology of the Gen Z shopper, this conversation will leave you rethinking your go-to-market strategy from the ground up.

Whether you're a retail CMO, a growth-obsessed founder, or a tech leader scaling digital experiences, this episode will be your actionable playbook for the rest of 2025 and beyond.

1. Elizabeth reveals how BigCommerce is pioneering a “curated composability” approach – empowering brands to mix and match tech solutions tailored to their unique needs while remaining agile and scalable.

2. Modern consumers – especially Gen Z – are discovering products before they even land on your site, through platforms like TikTok, Instagram, and even ChatGPT. If your products aren’t findable across these channels, you’re basically invisible.

3. From AI-driven personalisation to smarter product metadata, Elizabeth urges brands to stop guessing and start leveraging their data to improve conversion and customer experience.

4. This generation wants brands that are authentic, ethical, convenient, and individualistic. From flexible delivery to social impact filters, aligning your tech and content strategy with Gen Z’s core values is no longer optional – it’s make or break.

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

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Welcome to another episode of Marketing in the Madness. This time, Katie Street sits down with the brilliant Giedre Baliutaviciute, Head of Digital Commercial Growth, to explore the evolving world of B2B eCommerce and marketplaces.

From Amazon and Zalando to building internal dropshipping models, Giedre shares her fascinating insights on how retailers can tap into tech, data, and partnerships to grow, scale, and serve today’s ever-demanding consumer!

What to expect:

1. Giedre debunks the myth that marketplaces like Amazon cannibalise brand sales. In reality, they serve different customer segments and provide valuable brand exposure, trust, and convenience (especially for time-sensitive Amazon Prime customers).

2. Dropshipping models, retailers can offer vast product ranges without carrying stock or overhauling their fulfillment networks. Evans Cycles, for instance, increased its online inventory by over 60% in just six months, turning the site into a cycling destination.

3. From automated product data enrichment to generating lifestyle imagery, AI is becoming a powerful tool for B2B commerce. Even Amazon now uses AI to suggest data optimisations for sellers, paving the way for a smarter, leaner, more responsive future!

Expect real-world examples (like the reinvention of Evans Cycles), future look into AI-powered commerce, and plenty of laughs, shopping anecdotes, and strategic advice.

Whether you're in B2B marketing, eCommerce, or just obsessed with the future of shopping - this one’s for you! 💡

👉 Don’t forget to like, subscribe, and hit the bell to get notified each time a new episode goes out!

Giedre Baliutaviciute
https://www.linkedin.com/in/giedrebaliutaviciute/

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
https://street.agency/
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https://www.linkedin.com/company/streetagency/

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What happens when you mix an ex-Burberry tech mastermind, a shopaholic podcast host, and a bucketload of insights into the future of digital experiences? You get this week’s unmissable episode of Marketing in the Madness!

Katie Street sat down with retail innovation guru, Giles Smith. The person behind the scenes behind the digital and product strategies for Burberry, Selfridges, Unilever, John Lewis and 50+ other retail brands. So when we say he lives and breathes retail tech... we really mean it.

Here’s a sneak peek into what we got stuck into and why you should absolutely tune in:

The Burberry Effect - From launching the first luxury eCommerce site back in 2009 to experimenting with social commerce and digital gamification, Giles reveals how the brand has consistently taken brave leaps into the unknown.

From 10,000 Page RFPs to Rapid Innovation: At Burberry, Giles led a revolution of ripping up legacy procurement processes and embracing agile, fast decision-making, even choosing underdog platforms before MACH architecture was even a thing.

Tech That Actually Feels Fun: Imagine this - you pop into your favourite luxury store while on a trip to NYC and bam! - you’re handed NBA tickets just for being a loyal customer. No forms. No points. Just wow.

But why aren’t brands doing this yet? The technology already exists. The opportunity is right there. It just takes brands being brave enough to actually use it creatively.

Oh and yes, Katie and Giles even pitched a few ideas on how British Airways could spice up customer loyalty (golden ticket under the seat, anyone? 🤭)

One Message to Tech Leaders: It’s not always about chasing trends. It’s about creating environments where your teams can innovate, where creativity can thrive, and where customer experience becomes a true competitive advantage.

Loved this? Forward it to your network and let us know what you'd like to see us cover in future episodes of Marketing in the Madness. See you soon!

Giles Smith

https://www.linkedin.com/in/giles-smith-5229871/

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
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https://www.linkedin.com/company/streetagency/

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In this special episode of Marketing in the Madness, recorded at the buzzing Shoptalk conference in Las Vegas, Katie sits down with Dominik Angerer, Co-Founder and CEO of Storyblok, one of the most exciting CMS players revolutionising digital experiences through composable architecture and AI innovation.

With 260,000+ users and a fast-growing global team, Dominik shares the inside story of Storyblok’s rapid ascent from its first 1,000 users in 3 months to becoming a global CMS powering leading retail and enterprise brands.

If you’re a Founder or Marketing Leader curious about scalable content strategies, modern tech stacks, or how to unshackle your brand from legacy systems, this conversation is an absolute MUST!

1. Kill the Content Graveyard

Legacy CMS platforms were built to publish and forget. Storyblok flips that on its head with a full content lifecycle approach—starting with ideation (Ideas Room), mapping out user journeys (Concept Room), and ending with automated updates.

2. Composable Is the Future

Why buy into a monolith when you can plug in best-in-class tools across CMS, DAM, commerce, and more? Dominik explains why the smartest brands are building their stack modular, flexible, and made to scale.

4. Think replatforming takes months? Think again.

One Storyblok client went live in 17 markets in just 60 days. Another launched a full proof-of-concept in a week. With the right partners and tools, you can move fast and smart!

Ready to see how the smartest tech brands are scaling faster, working smarter, and leaving legacy tech behind?

Watch the full episode now to hear how Storyblok is rewriting the rules of content management and why composable, AI-powered platforms are the future for marketing leaders who want more impact and less drag!

Storyblok

https://www.storyblok.com/

Dominik Angerer

https://www.linkedin.com/in/dominikangerer/

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
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https://www.linkedin.com/company/streetagency/

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Welcome to a special (and deliciously different) episode of Marketing in the Madness! This time, we’re taking you behind the scenes of one of our most-loved events of 2024 — the Contentful Bake Off. Yes, you read that right. It’s where digital marketing meets flour, frosting, and… personalising strategies.

🎤 Our speakers:

• Charlotte Todd – Former E-Commerce Director at British Gas, with deep roots in retail from Net-a-Porter, Nails Inc, and more. Charlotte shares real talk on building personalised experiences that ACTUALLY work.
• Rachel Neath – Senior Product Manager at E.ON Next, diving into how empathy, data, and personalisation can improve customer journeys — especially for vulnerable audiences.
• Andy Kaiser – Co-founder of Nine Tailed (now part of Contentful), offering a tech-forward perspective on using AI to power smart personalisation at scale.

💡 Key takeaways from the panel discussion:

• Why personalisation has been “broken” — and how AI is fixing it.
• How brands like Nails Inc., Reese, and E.ON are redefining relevance and customer experience.
• The real power of composable digital experience platforms (DXPs).
• Actionable advice for marketers who want to start small and scale smart.

Want to join our next immersive event? Brand leaders can email hello@street.agency to get involved (no agencies or tech vendors, sorry!).

Please don’t forget to leave a 5⭐ rating on Spotify, Apple, or wherever you listen. Your support helps us continue delivering the latest insights in marketing and business growth.

Links:

Laura Thornley
https://www.linkedin.com/in/lau-thornley/

Charlotte Todd
https://www.linkedin.com/in/charlotte-todd-crabb-2353aa4a/

Andy Kaiser
https://www.linkedin.com/in/andreaskaiser/

Rachel Neath
https://www.linkedin.com/in/rachelneath/

Contentful
https://www.contentful.com/

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/

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In this special solo episode of Marketing in the Madness, Katie Street, founder of Street Agency, shares powerful strategies that are helping brands win over modern B2B clients by focusing on what really matters: human connection, emotional storytelling, and strategic visibility!

If you’re serious about standing out in the competitive B2B space, this episode is packed with unmissable insights that will help you win B2B clients.
Here’s what you’ll learn:

🥇 Only 5% of your target audience is actively buying at any given time. Katie explains how to market to the other 95% and stay top of mind for your B2B clients when they are ready.

🥇 B2B clients aren’t robots, they’re people. Learn how humanising your marketing with emotional messaging and employee-generated content (EGC) builds real trust and keeps your brand front and centre.

🥇 B2B clients want to buy from brands they trust and that trust is built through PEOPLE, not polished decks. Katie reveals how to make your team the face of your brand and drive better engagement.

🥇 AI can help you scale but only if you use it right. Katie shares how to train AI like a team member so it can help you create on-brand content that actually speaks to your B2B clients (not just mimic the internet).

& much more!

Whether you're trying to attract new B2B clients or deepen relationships with your existing ones, this episode offers a clear roadmap. It’s not just about content, it’s about connection, emotion, and visibility in the right places, with the right people.

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/

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Welcome to a truly game-changing episode of Marketing in the Madness! Recorded live at our International Women's Day 2025 event, this episode is all about empowering women to speak up, stand out, and own their success 💪

At Street Agency, we’re all about amplifying voices and creating opportunities, and this event was no exception. Rather than a traditional panel discussion, we turned the entire audience into our podcast guests, giving incredible women the chance to step up, share their insights, and inspire real change.

Did you know?

• Men speak up 75% more than women in meetings.
• Women are interrupted by men 33% more often.
• Men apply for jobs when they meet only 60% of the qualifications, while women wait until they hit 90-100%. It’s time to change the narrative!

What to expect from this episode:

📣 Featuring guest insights from incredible female leaders
📣 The power of self-promotion and why it matters
📣 The shocking gender biases that still exist in business (and how to break them!)
📣 How to rewrite the rules and take up space in meetings, pitches, and leadership roles

It’s time to be bold, be brave, and be LOUD. If you’ve ever doubted yourself, struggled to speak up, or felt held back, this video is for YOU.

The Marketing in the Madness team would like to thank everyone who took part of this episode by making their voices heard at Street Agency's International Women’s Day 2025 event.

Links:

Nishma Patel Robb
https://www.linkedin.com/in/nishmapatelrobb/

Lynne Parker
https://www.linkedin.com/in/lynneparker/

Lisa Paasche
https://www.linkedin.com/in/lisapaasche/

Natasha Szczerb
https://www.linkedin.com/in/natashaszczerb/

Julia Linehan
https://www.linkedin.com/in/juliasmithtdv/

Christina Minshull
https://www.linkedin.com/in/christinaminshull/

Mays Elansari
https://www.linkedin.com/in/mayselansari/

Nimmi S.
https://www.linkedin.com/in/nimmi-s-1a9442215/

Jennifer Shaw-Sweet
https://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/

Melissa Allwork
https://www.linkedin.com/in/melissa-allwork/

Katie Lee
https://www.linkedin.com/in/shinykatie/

Rachel Neath
https

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/

Send us a text

Welcome to another episode of Marketing in the Madness! This time, Valentina Milanova, founder of Daye, joins the conversation to share how she’s revolutionising women’s health by tackling the gender health gap, challenging outdated norms, and fighting for equal representation in clinical research.

From revolutionising tampons with diagnostic and pain-relieving capabilities to navigating paid ad restrictions on platforms like Meta and Google, Valentina offers a masterclass in breaking through industry barriers.

Whether you're a marketer, brand strategist, or entrepreneur, this episode is packed with insights on how to:

• Learn how Valentina and her team overcame advertising bans, restricted reach, and digital platform censorship to grow a thriving direct-to-consumer brand.
  
  
• Discover why community-driven marketing, influencer collaborations, and educational content are key to driving engagement in sensitive categories.
  
  
• Find out how branding, design, and messaging can shift perception and drive adoption in traditionally overlooked markets.
  
  
• With only 2.5% of public health funding going to women’s health, raising capital is a challenge. Valentina shares her fundraising strategy and why alternative funding sources matter.
  
  
• Understand the trends shaping the future of women’s health marketing, from shifting consumer mindsets to the rise of micro-communities and non-traditional media channels.

📢 If you enjoyed this episode, leave us a review and share it with your network! Your support helps us continue delivering the latest insights in marketing and business growth.

Connect with us:

Valentina Milanova
https://www.linkedin.com/in/valentina-milanova

Daye
https://www.yourdaye.com

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/