Start-up marketing stories: The Marketing Hustle (Lottie Unwin)

“In a world with Meta, we've all lost the art of brand building…”

Welcome back to The Marketing Hustle, the podcast that hears from top marketers and Founders about what it takes to survive and thrive in startup life.

This week, Lottie chats to Matthew Herbert, Co-Founder of Tracksuit. Very much a startup, they’re on a big mission to make always-on brand tracking beautiful, accessible and affordable.

They have created a simple solution for marketers to track brand health, demonstrate return on marketing spend and answer the age old question, "Is what we're doing working?"

A brand born in New Zealand just 3 years ago, they’re now starting to make waves over in the UK. They raised a whopping  £10.7m earlier this year and currently work with brands such as Bondi Sands, All Good and English National Ballet to name a few!

Tune in to discover Matt chat about the shift from performance-heavy marketing to a balanced approach moving into the old school emotional brand building, whilst simultaneously measuring your brand, and most importantly, posing the question “how well is your brand actually known?” 

Have you ever wondered about the correlation between awareness and sales? Then strap in.

AND if you enjoy the episode, please leave us a review! It helps more than you know. 

Chapters:

[1:26] What is Tracksuit all about? 

[4:40] The return of old school marketing

[9:45] Measuring traditional marketing

[15:39] When should you start tracking your brand? 

[16:28] Oat milk case study: battle of the brands 

[19:53] Tracksuit ad - discover the setup

[22:21] Taking brand tracking data into supermarkets

[30:40] How does awareness correlate to sales 

[33:20] Building a brand where art and science collide 

[35:55] Making data simple and effective 

[37:33] Solving the affordability problem for startups  

[40:06] Interested in tracking your brand? Listen up!

Connect with Matt: https://www.linkedin.com/in/herbertmattj/ 
Explore Tracksuit: https://www.gotracksuit.com/uk

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/

In this episode, Lottie spoke to Sarah Welsh Founder of Hanx - who make sexual wellness essentials that look good on your bedside table. In a male dominated category, where brands call themselves TROJAN are all about conquest - Hanx are aiming to stand out.

They talked about the similarities of life as a sexual health doctor and building a brand, and how long-standing relationships with your agencies can deliver remarkable results.

This week’s hot take: Most brand strategies don’t actually work. They sit in a deck, sound impressive in meetings, but never drive real growth.

James and I have seen it happen over and over - brands with great products struggling because their strategy just isn’t clear. So, we’re breaking it all down. From the myths that keep brands stuck to the must-haves of a strategy that actually moves the needle, we’re bringing the hot takes and hard truths.

We get into why strategy isn’t just a document, the power of knowing exactly who you’re for (and who you’re not), and how to craft brand positioning that truly resonates. Plus, the biggest mistake brands keep making—thinking branding is just a vibe rather than a system. (Spoiler: if you can’t explain it in a sentence, it’s not working.)

If you’re launching, scaling, or trying to figure out why your brand isn’t cutting through, this episode is for you.

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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“I think purpose is exaggerated, you can also just love what you do.”

Welcome back to The Marketing Hustle, the podcast that hears from top marketers and Founders about what it takes to survive and thrive in startup life.

This week, Lottie chats to Huib van Bockel, Founder of TENZING. He was also head of marketing for Red Bull, so he knows a thing or two about making big moves in the energy drink world.

The TENZING story begins back in 2016, when they set out on a journey to change the energy drinks game for good…. They were tired of traditional energy drinks filled with artificial ingredients and loads of sugar.

SO, fast forward to today and TENZING has created a plant-based, low calorie, totally natural energy drink. They are number 1 in the natural energy category and you have no doubt seen them on the shelves of most retailers. Big moves in just 8 years!

Tune in to discover Huib and Lottie chat about why finding your why is bullshit, the power of community marketing and what’s the no hierarchy principle all about? Plus, hear all about his journey from Red Bull to Founder life.

AND if you enjoy the episode, please leave us a review! It helps more than you know. 

Chapters:

[1:11] Why starting with your ‘why’ is bullshit 

[6:07] A dive into the Red Bull marketing hype 

[11:05] Look for your gap, not the gap in the market 

[16:25] How TENZING does marketing 

[26:21] Familiarity means everyone is a marketer

[30:02] Going big for your first OOH campaign

[33:24] Leading a 200 team to becoming a Founder

[41:55] Can you build a big biz and still be nice?

[45:55] A peek into the ‘no hierarchy’ principle 

[53:45] Timeless advice from Huib’s Grandfather

Connect with Huib: https://www.linkedin.com/in/huib-van-bockel-8454834/ 
Explore TENZING: https://tenzingnaturalenergy.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/

James Mishreki is the founder of Skin + Me, the brand that’s on a mission to build an accessible way for people to achieve their skin goals with powerful personalised skincare. He then went on to found Life Supplies, where he continues to be CEO. 

Within this episode Lottie and James discuss: 

• The importance of investing in brand

• The trial and error involved in customer acquisition  

• Reducing the barrier to entry 

• The story behind the Daily Doser

• Creating a culture driven by customer insights

"Our greatest asset in marketing is our happy customers…"

Welcome back to The Marketing Hustle, the podcast that breaks through the faff and hears from top marketers and Founders about what it takes to survive startup life.

This week, Lottie chats to Ben Parker, Co-Founder and Head Coach of Runna, the #1 rated running app in the world!

Runna’s journey began back in 2021 and whether you’re doing a couch to 5K or training for a marathon, their tailored training plans, world-class coaching and in-app community helps you to achieve those goals…

Tune in to discover the power of a great product, the misery of fundraising, the sacrifices of being a Founder and the simple (but not easy) formula for startup success. 

It’s time to dust those daps off… PLUS use code: MARKETINGHUSTLE to get 2 weeks free on the app!

AND if you enjoy the episode, please leave us a review! It helps more than you know. 

Chapters:

[00:30] Bridging the gap: From beginner to advanced runners

[05:11] Challenges & growth of Runna

[06:57] The importance of product development & customer satisfaction

[08:48] Harnessing the power of word of mouth marketing

[16:12] The challenges of raising investment

[24:20] Running a Startup: Challenges & rewards

[25:42] Continuous learning & self-improvement

[26:41] Taking risks & learning from mistakes

[28:21] Creating a positive company culture

[35:16] Managing finances as the company grows

[43:43] The power of feedback for product improvement

Connect with Ben: https://www.linkedin.com/in/ben-parker-840459217/ 

Explore Runna: https://www.runna.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/

“We thought Waitrose was going to be the end of our journey…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder of MOTH cocktails, Rob Wallis. 

MOTH have taken the RTD category by storm since their launch in 2018, and have created the best-selling margarita in the UK along the way.

You’ll recognise their petite cans, with excellent branding at Waitrose, Tesco and Sainsbury’s. 

Tune in to hear Rob chat candidly about getting into retail, their focus on doing one thing really really well and how they unexpectedly became the drink of choice at Glasto 2024. 

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[00:00] Introduction to Moth Cocktails and Focus

[03:01] The Impact of COVID-19 on Moth's Journey

[05:47] The Growth of Ready-to-Drink Cocktails

[09:07] Marketing Evolution and Brand Development

[11:47] Building a Strong Team and Company Culture

[14:46] Data-Driven Marketing and Category Management

[22:45] Being The Drink Headliner of Glastonbury

[24:03] In-House Marketing and Design Strategies

[29:01] Navigating Investment Challenges

[31:59] A Dive Into The Marketing Team

[33:47] Integrating Sales, Marketing, and Operations

[36:48] The Importance of Advisors and Networking

*This episode is brought to you by Be A Bear, find out how you can grow your audience here: https://www.beabear.co.uk/ 
Connect with Rob: https://www.linkedin.com/in/%F0%9F%8D%B8-rob-wallis-162801113/

Explore MOTH: https://mothdrinks.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/

“It required a huge amount of sacrifice and wasn’t a pleasant lifestyle at the time…”

Welcome back to The Marketing Hustle, the podcast that cuts through the BS to bring you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Founder of POT GANG, Sam Smith.

A lockdown business that stood the test of time, POT GANG is all about getting people into growing their own fruit, veg and herbs, via monthly subscription boxes… not a biz that helps you grow pot!

Sam has been on an incredible journey with the brand, which started trying to grow his own fruit and veg during lockdown. Fast forward to today, Pot Gang now has over 50k customers and is officially The Sunday Times Best Gardening Subscription. 

Tune in to hear Lottie & Sam talk openly about their mental health challenges, reaching 100k monthly web visitors and the powerhouse of community marketing.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[00:49] Where POT GANG originated

[06:16] The eras of start-up growth

[14:14] The pot line: WhatsApp for business

[21:25] The chapter of ads and consumer behaviour

[30:15] Transitioning acquisition models

[34:02] How to build subscription retention 

[37:69] From Co-Founder to Solo Founder

[43:30] Generalised Anxiety Disorder: An insight 

[48:17] The price for bootstrapped growth? A mental health reality

[50:26] Cheerleading for sustainable start-up Purdy & Figg

Connect with Sam: https://www.linkedin.com/in/sambsmith96/

Explore POT GANG: https://www.potgang.co.uk/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/ 

To kick off Series 2, Lottie chatted with Olivia Wollenberg, Founder of Livia's, who are mixing things up in free from treats. Livia is the face of the brand and her ability to put herself front and centre has been integral to building the brand, helping them reach 156k followers who are seriously engaged.

Want to build a team of marketing mates? Join Copy Club: thecopyclub.co.uk

How Volcano Coffee Works pioneered a premium sub-category

Emma Loisel, Co Founder and Chairman of Volcano Coffee Works on how to build a business and change the definition “good coffee”. She talks about launching pods before the market was ready and why your caffeine from the supermarket isn’t what you think it is…

A lot goes into building a brand, we all know that. But we never get to see the many small steps that led to success; the first social campaigns, establishing a tone of voice and the marketing strategies that worked or didn’t. Sure, we might hear about the founding story or the huge campaigns years later that caught our attention. But what about the in between?

In this series Lottie Unwin, Founder of the Copy Club, explores the steps along the way.

The strategies, hustle and hard work that got some of our favourite brands their first 10,000 customers.

Find out more at: thecopyclub.co.uk

ATL media doesn’t drive sales and is prohibitively expensive, right? Tom Lucas at Squadron Media says no. He covers the three most common f*ck ups when brands buy media, how marketers forget who their customer really is and argues that it’s not your creative that needs to change to increase revenue but your media strategy. Hit the subscribe button to not miss an episode.

Reach out on LinkedIn if you’d like to recommend a guest. 

“Ice baths make me feel like I’ve done a line of cocaine…”

Welcome back to The Marketing Hustle, the podcast that cuts through the BS to bring you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Founder & CEO of MyoMaster, Lottie Whyte.

MyoMaster was created with one goal: to revolutionize recovery and it's all based on one radical idea that recovery has the power to transform performance. Developed by Lottie and her ex-pro rugby player husband, Joe, on their kitchen table… to the grilling arena that is BBC’s Dragon Den, the brand has been on quite the start-up journey!

The MyoMaster range has now been embraced by over 10,000 athletes chasing their dreams, from elite athletes to everyday people doing extraordinary things, and has grown to an impressive 7 figure run rate in just three years.

Tune in to discover the two Lottie’s chat about rejecting society's expectations and motherhood, the power of focusing on one thing and that infamous pitch in the den…

Finally, if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[1:15] Why you need an ice bath

[5:36] Why f****** up is sometimes necessary

[9:48] How one mentor changed everything

[14:19] Are you cut out for Dragon’s Den?

[19:32] Returning to work after 2 weeks of mat leave

[24:16] MyoMaster at the kitchen table: Startup lessons

[28:49] A deep dive into the marketing structure

[33:55] Why you shouldn’t focus on your competitors 

[36:30] The power of focusing on one thing

[40:50] A Founders reality of fundraising

[42:10] Freedom > Growth

[45:09] Belief is infectious

Connect with Lottie: https://www.linkedin.com/in/lottie-whyte-07205918/ 

Explore Myo Master: https://myomaster.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/ 

with Sophie Baron, Co-Founder of Mamamade 

Mamamade is a DTC brand you will definitely have heard of if you have young kids! They cater to the new generation of parents, creating home-cooked, organic, plant-based, flavourful and healthy for tiny foodies. Sophie shared how Instagram was the rocket ship behind their growth and how marketing might not be all it seems when you start out as a Founder…

Things we cover in this episode:

How they got started on Instagram 

Why TikTok is the highest converting channel

How to hire a marketing team

What's next for the husband and wife team 

Don't forget to check us out and learn how you can become a member of our community!

This week’s hot take: Most hiring processes are broken. Companies focus on the wrong things, overlook the right talent, and end up with marketing teams that don’t actually deliver.

James and I have seen it all - hiring wins, hiring disasters, and those moments when you realise you’ve brought in the wrong person for the job. So, we’re breaking it all down. From writing job descriptions that actually attract the right talent to spotting the key traits that make a marketer thrive in a fast-paced team, we’re sharing our hottest takes.

We talk about why curiosity and initiative matter more than years of experience, the surprising impact of a strong “learning diet,” and why personality can sometimes be just as important as skills in small teams. Plus, the one mistake that almost every startup makes when hiring for marketing (spoiler: they look for the wrong things).

If you’re hiring, thinking about hiring, or just want to know what makes a great marketing team tick, this one’s for you.

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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#startupmarketing #hiringtips #howtohire #marketingstrategy #startup #job

“You have to follow what feels right…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Founder of Pip & Nut, Pip Murray.

Pip & Nut is now a decade old, and has totally transformed the natural nut butter category, taking the title of the fastest growing nut butter brand in the UK.

Pip started the brand in her kitchen, after making nut butter to fuel her marathon training, and went on to trade at Maltby Street Market in Bermondsey. And with all good scale-up stories, Pip & Nut is now in seven thousand stores across the country!

They are also a proud certified B-corp and you’ll notice the logo across Waitrose, Sainsbury’s and Tesco’s to name just a few.

Tune in to hear Pip chat openly about the 10 year process of being a Founder, how to get sampling right and how sometimes you have to pull BACK on your branding.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get to it!

Chapters:

02:48 Navigating Brand Clarity and Identity

05:56 The Importance of Test and Learn in Branding

08:47 Challenges in Product Innovation and Market Fit

12:06 Expanding into New Product Categories

14:50 Marketing Strategies for Competitive Categories

18:09 Sampling and Consumer Engagement Strategies

20:56 The Shift from Grocery to Impulse Marketing

27:02 The Role of PR in Modern Marketing

30:07 Social Media Strategy and Content Creation

32:55 Keeping the Team Close to the Customer

39:09 Understanding Family Dynamics in Marketing

43:31 The Nuances of Consumer Decision-Making

49:07 Building a Cohesive Marketing Team

51:57 Navigating Brand Evolution and Consumer Needs

54:42 Decision-Making Frameworks in Marketing

01:01:09 Establishing Brand Clarity and Guidelines
Connect with Pip: https://www.linkedin.com/in/pippamurray/ Explore Pip & Nut: https://www.pipandnut.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/

Alec Mills is the co-founder of sustainable period brand DAME, best known for launching the world’s first reusable tampon applicator in 2018. He co-founded DAME to rewrite the narrative around periods, provide real choice, and improve life for girls and women around the world.

As the Head of Brand, Product and Marketing Alec has been responsible for bringing some game-changing campaigns to life, including the first ever tampon string to be shown on public advertorial, featuring on the side of 200 London buses.

In the latest episode of The Marketing Hustle, Lottie and Alec sit down to discuss…

• The transition from one product to a full, innovative range

• Building authority through authenticity

• Impact marketing

• How to focus on slow and steady growth

Barney Mauleverer, Co-Founder of Fuel 10k, is sharing his years of knowledge on how you get a business off the ground. 

In this episode, Barney and Lottie discuss the importance of product-market fit, branding, and marketing at the point of purchase. Barney shares lessons learned from failures and the influence of becoming a B Corp. Overall, the conversation highlights the challenges and successes of entrepreneurship and the importance of strategic decision-making. 

Barney also talks about the process of stepping back and how his ego handled the journey. He shares his realisation of being a generalist and the importance of surrounding oneself with specialists. Also explaining the strategy of handing over to a slicker team and creating opportunities for wannabe entrepreneurs.

Takeaways

• Building a successful business takes time and persistence.

• Marketing at the point of purchase can be more effective than traditional advertising.
• Learning from failures and being open to innovation are key to growth.
• Becoming a B Corp can have internal and external benefits for a business. B Corp certification can have a positive influence on a brand and its industry.
• Stepping back and letting go of control is an important part of the entrepreneurial journey.
• Being a generalist and surrounding oneself with specialists can lead to success.

• A strong team can multiply the founder's energy and contribute to the company's success.

In this episode, Lottie spoke to Jody Elphick, Head of Brand at Callally, who are the innovators of period products and are removing the shame from the world of periods.

This week Lottie chats to Jody in the luxury of her garden, so excuse the sounds of nature. They discussed why she doesn't like the term hustle as it implies the joy of pulling something out of nowhere is difficult and the real stats of period products.

Want to know more about the world of marketing? Check us out at thecopyclub.co.uk

with Founder, Paul Brown.

Bol are driving people to do things differently. With a product that is making an impact in the category, and branding that stands out on shelf BOL have had huge success. We want to hear how the journeys been, how to innovate & how to authentically be a brand with a purpose.

This week Lottie chats to Founder, Paul Brown about building a TV, making difficult decisions & how to build something different.

“I would definitely err on the side of removing roles over marketing spend…”

Welcome back to The Marketing Hustle, the podcast that hears from top marketers and Founders about what it takes to survive and thrive in startup life.

This week, Lottie chats to Freddie Blackett, Founder of Patch Plants. 

Since 2016, Patch Plants have been changing the way people think about buying plants. They were the first online plant shop and have delivered over 2 million plants to 500k happy customers! Freddie recently made his last green thumbed delivery, as he stepped away from the day-to-day of the brand, and he shares his reflections on his poignant time.

Tune in to discover Freddie and Lottie chat about building a community of plant lovers, the catalyst of local flyering to solve a problem, why content really is king, when budget is allocated AND the importance of taking time off as a Founder. So much to unpack.

AND if you enjoy the episode, please leave us a review! It helps more than you know. 

Chapters:

[01:21] The early customers and that first sale

[5:00] Creating thread.com for gardeners

[11:52] How Patch drove and marketed category growth 

[21:16] The power of branding traditional sectors: Liquid Death case study

[27:23] Mental Vs physical availability of a brand

[32:20] The difficult experience of the acquisition process 

[36:45] The importance of taking a proper break as a Founder

[40:35] Removing roles Vs marketing spend

[46:33] The growing hole in the marketing mix

[50:03] Fancy coaching from Freddie?

Connect with Freddie: https://www.linkedin.com/in/freddieblackett/ 
Explore Patch Plants: https://www.patchplants.com/gb/en/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/

“We are there for the people who don’t use Vinted…”

Welcome back to The Marketing Hustle, the podcast that cuts through the BS to bring you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Founder & CEO of Thrift+, Joe Metcalfe. 

Thrift+ journey began back in 2017 with one aim: to solve fashion resale, at scale. To date, the second hand market place has sold over 1 million items on their journey to ending fashion waste and are the biggest seller of second hand clothes on eBay.

As a brand, they have seen crazy growth, 80% in Q1 this year alone, but it has not come without its challenges…

Tune in to discover Lottie & Joe discuss the role that marketing plays (or lack of!) in this growing category, the real truth behind charity shops and the power of partnerships in brand evolution.

Finally, if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[01:28] Vinted & reframing the target audience

[06:18] The power of partnering with eBay

[10:30] Are charity shops brainwashing us?

[17:35] The effect of AI on fashion marketplaces

[20:16] Not relying on marketing to grow

[25:48] Focusing on a smaller community

[34:13] Aiming for ASOS success in the second hand world

[38:54] The draining reality of raising money

[46:05] Startup Founder lessons, 7 years in

[49:18] A reminder to speak to others on the same path

Connect with Joe: https://www.linkedin.com/in/joe-metcalfe/ 

Explore Thrift+: https://thrift.plus/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/ 

In this episode of The Marketing Hustle, Lottie interviews Lee Thompson, CMO and Founder of Flash Pack, an award-winning adventure travel company that brings together solo travelers in their 30s and 40s. They discuss the journey of Flash Pack, the challenges they faced, and the lessons they learned. They also talk about the marketing strategies they employed, the disruption they brought to the travel industry, and their plans for future growth. Lee shares his insights on leadership, hiring, and standing out in marketing. 

Takeaways:

• Flash Pack was born out of a unique business idea and grew rapidly through innovative marketing strategies.

• The journey of Flash Pack has been a roller coaster ride, with highs and lows, but they have learned valuable lessons along the way.

• Marketing is not just the responsibility of the marketing team; it should be integrated into every aspect of the business.

• Standing out and being different is crucial in marketing, and candidates should showcase their creativity and unique ideas during interviews.

• Scaling a business in America can be challenging, and seeking advice and insights from others who have gone through a similar experience can be helpful

Chapters

00:00: Introduction and Background

01:00: The Birth of Flash Pack

03:22: The Journey and Getting Stuff Done

06:36: Marketing Challenges and Lessons

13:10; The Roller Coaster of Flash Pack

17:05: Marketing Strategy and Growth

19:00: Leadership and Hiring

22:11: Disrupting the Travel Industry

23:38: Challenges and Future of Flash Pack

25:46: Marketing in America

28:38: Future Growth and Hiring

29:08: Standing Out in Marketing

31:00: Vulnerability and Honesty in Interviews

32:54: Scaling a Business in America

with Varun Bhanot, Co-Founder of MAGIC.

Since the pandemic, parts of our lives have never been the same, including how we work out.

MAGIC has taken the home gym to a whole new level -  a solution that uses computer vision, connected weights, and 3D sensors to deliver strength training hyper-personalised to your body.

Varun was part of the founding team of Hubble, the co-working business that provides on-demand access to workspaces and remote-friendly solutions, so he knows about tech, but is early in his journey with marketing.

This was an incredibly insightful chat and a reminder of just how much you can do with a small team.

This episode covers:

• How hard it is to just sell the benefit of a product
• Why headcount isn't always a success metric
• Essential advice for getting into the investment process

Don't forget to check us out and learn how you can become a member of our community!

“You see some people go mega viral, but that engagement's not gonna get you anything… ”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the CEO & Co-Founder of Flexa careers. 

Flexa is a workplace platform, allowing people to discover companies that make them unique in this modern world. Molly aims to build a better future of work, by bringing transparency to a ‘horribly opaque job hunting process’.

Flexa is now used by 3 million people all over the world, and trusted by global names like Mars, and BT to build inclusive employer brands that attract aligned talent. She is also the Co-host of podcast show ‘Working on it’ where she busts all the workplace myths with a very open and honest approach.

Tune in to hear Molly chat about her personal growth on LinkedIn, highlighting her humble beginnings to now having 75k followers, plus so much more.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know.

Now let’s get stuck in!

Chapters:

[02:50] The Power of LinkedIn for Business Growth

[05:55] Navigating Work-Life Integration vs. Balance

[09:08] Role Modeling and Individuality in the Workplace

[11:56] Understanding Flexible Working Expectations

[14:55] The Complexity of Work-Life Dynamics

[17:49] Candidate Strategies for Navigating Work Culture

[21:08] Performance Management in a Flexible Environment

[23:58] Brand Building in B2B Spaces

[27:25] Building a Strong Brand Identity

[31:07] The Art of Sales and Education

[39:20] Mastering Webinars for Engagement

[43:02] Navigating TikTok Challenges

*This episode is brought to you by Be A Bear, find out how you can grow your audience here: https://www.beabear.co.uk/ 

Connect with Molly: https://www.linkedin.com/in/molly-johnson-jones/

Explore Flexa: https://flexa.careers/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://www.up-club.co/?utm_source=MarketingHustle&utm_medium=podcast&utm_campaign=marketing_hustle_podcast 

“We WhatsApp Steven Bartlett every single day…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to Co-Founder of Perfect Ted, Marisa Poster.

You’ll know the brand from the widely loved Dragon’s Den show, the beaming partnership and of course the green matcha tins on the shelves at the supermarket. 

Perfect Ted are on a mission to spread positive energy through matcha green tea, after suffering from the negative side effects of caffeine and sugar.

Marisa talks openly about how she deals with her ADHD as a Founder, the bold bet they took on Russ Cook aka The Hardest Geezer and what it’s REALLY like working with Steven Bartlett.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[03:10] The Competitive Advantage of In-Person Work

[05:46] Managing ADHD as a Founder

[08:51] The Importance of Strategic Planning

[12:07] Balancing Work and Self-Care

[17:55] Navigating Self-Talk and Perfectionism

[23:52] Experiences with Dragon's Den and Steven Bartlett

[26:58] Marketing Strategies and Bold Risks: The Hardest Geezer

[29:50] Leveraging LinkedIn for Business Growth

[33:04] The Power of Video Content in Branding

Connect with Marisa: https://www.linkedin.com/in/marisa-poster/

Explore Pefect Ted: https://www.perfectted.com/pages/about-us

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/

Emily Kraftman is the Managing Director, UK & Europe of Who Gives a Crap – the toilet paper brand founded in 2012 in Australia after learning that 2.4 billion people don't have access to a toilet (now 2 billion – yay for progress!)

Emily joined the team in January 2022, with 5 years at Deliveroo under her belt, plus years spent in corporate marketing at Nestlé and AB InBev.

In the latest episode of The Marketing Hustle, Lottie and Emily sit down to discuss:

• The transition from corporate marketing to start-up marketing

• The relationship between the global and local team

• Whether or not there's a “right” way to do marketing

• Their approaches to personal development

with Ben Gateley, Co-Founder of Charlie HR. 

Charlie HR automate your HR tasks and build a high-performing team that drives your business forward. It’s B2B software, but it’s sold so differently. For Charlie HR their internal culture is a key part of their marketing strategy - and I’d never heard it framed like that before. I really recommend this episode for anyone who truly wants to think differently about brand building.

This episode covers... 

How to hire what the company really needs, not people you want to go for a pint with

“Strategy” isn’t a mythical beast, but simply how you plan on winning

There is no such thing as a marketing silver bullet

Don't forget to check us out and learn how you can become a member of our community!

“They had men seeing how they’d insert a tampon with our tampon microphone…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder and Chief Brand Officer of Here We Flo, Susan Allen Augustin.

Here We Flo began in 2016 and since day one the brand has been on a mission to create a world where people feel confident and empowered about life’s messiest moments, i.e periods.

They focus on creating plant-based personal care products and are known for their funny, feminist and fierce tone, whilst tackling sustainability AND stigma, all in one go.

Susan is a breath of fresh air on the pod floor as she dives into the power of period humour, Netflix show partnerships and that Bridgerton period spoof ad.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get to it!

Chapters:

02:24 The Journey of Grocery Distribution

05:57 Designing for Retail Success

08:34 Building a Brand from the Ground Up

11:14 The Role of Direct-to-Consumer (D2C) Strategy

12:36 The Co-Founders' Dynamic

15:49 Defining Marketing's Purpose

18:05 The Power of Emotional Branding

22:04 Leveraging Humor in Marketing

25:12 Strategic Partnerships and Negotiation Tips

26:37 Building Brand Partnerships

30:49 The Importance of Clarity in Branding

33:07 Marketing Team Evolution

35:58 Recruitment Strategies for Marketing

39:19 Navigating Personal Branding

43:04 Gender Dynamics in the Workplace

Connect with Susan: https://www.linkedin.com/in/susan-c-allen-augustin-5b305b4/

Explore Here We Flo: https://www.hereweflo.co/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/

with Griselda Togobo, Founder of Forward Ladies

Forward Ladies is community first. It’s a business driven by a passion to help other women succeed. Since taking over the business in 2014 Griselda has led Forward Ladies to huge success with members worldwide and an online platform for them to connect.

This week Lottie spoke to their Founder, Griselda Togobo about how she built the community one member at a time.

Join the Copy Club: https://thecopyclub.co.uk/

From the rugby pitch to high growth CBD brand with George Kruis, Co-Founder of fourfive

“I’m definitely a Founder for life but I really want to do different chapters…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to Co-Founder of fourfive, George Kruis.

An idea that grew from experiencing rugby injuries with his business partner, Dom Day, fourfive is now a wellness brand that focuses on leading a healthy life with the help of top quality CBD products. 

They have made it their mission to ‘empower the movements that matter’, and have been on quite the journey since launching in 2018 and are now backed by world class athletes.

George dives into his transformation from sport to business, the power of ruffling a few feathers and unlocking retail success.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[00:48] The reality of being a first-time Founder

[06:59] Harnessing PR for launch

[13:36] Fool me three times as a new business owner 

[15:12] Lessons from sport: stress and company culture 

[21:37] Being a Founder for life and adding chapters 

[25:58] Shifting from a winning and losing mindset

[30:12] Idea > Product > Retail: the origin of fourfive

[35:30] Focusing on one step at a time in entrepreneurship

Connect with George: https://www.linkedin.com/in/georgekruis/ Explore fourfive: https://fourfive.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/

“For me, incremental change is boring. It’s what you need, but it doesn’t inspire me.”

Welcome back to The Marketing Hustle, the podcast that hears from top marketers and Founders about what it takes to survive startup life.

This week, Lottie chats to Camilla Barnard, Co-Founder of Rude Health, a brand who are shaking up the dairy free alternative world.

They’re a B-corp, have secured 23 great taste awards and are sold in 45 countries worldwide. They are a big deal.

You’ll have seen their much-loved dairy free milks on the chilled aisles of supermarkets, but Rude Health actually began 18 years ago, with a much smaller product range. 

They survived the 2008 economic crash, our most recent recession and became trailblazers in dairy-free alternatives along the way.

Tune in to discover the power of top ingredients, a deep dive into the evolution of a health brand and the raw realities of Founder life.

...AND if you enjoy the episode, please leave us a review! It helps more than you know. 

Chapters:

[2:19] How puffed rice propelled the brand

[5:01] Surviving the 2008 recession

[7:20] Handling Founders and their big ideas 

[11:21] How Rude Health has evolved over 18 years

[16:32] The power of giving food a personality 

[21:17] Knowing when it’s time to grow up

[25:00] Being emotionally invested in your team

[30:37] Navigating shifts as a Founder

[32:51] Creating game-changing packaging

[36:56] Help Rude Health sell their Roasted Almond Milk! 

Connect with Camilla: https://www.linkedin.com/in/camilla-barnard-31b6999/ 
Explore Rude Health: https://rudehealth.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/

Thomas Peham is the VP of Marketing at Storyblok – the platform that makes creating and managing your content in one centralised hub and publishing it to any channel or device seamless.

Lottie and Thomas sit down to discuss:

• His unconventional route into marketing
• Why content is being undervalued by brands
• How to test content
• The secret to running a remote company

with Finn Lagun, Co-Founder of Pasta Evangelists 

Pasta Evangelists delivers fresh pasta recipe boxes across the U.K. Founded in 2016 in a London basement, Finn shares the journey of building Pasta Evangelists into a brand and business that we all know and love, how he overcame challenges that come with starting a small business and hurdles he continues to face as they grow. 

Things we cover in this episode: 

Putting obstacles aside to get off the ground

How Pasta Evangelists do marketing 

Importance passion to deliver customer experience

Overcoming bottle necks in growth

Effects digital vs traditional marketing

How to stay fresh and relevant to continue evolving 

Don't forget to check us out and learn how you can become a member of our community!

“Big budget energy is about getting more value…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder of NICE wine, Jeremy May. 

NICE began when two freelancers joined forces to take over the world of canned wine. They went on to become known as the start-up with bold ideas, standing out on the shelves and also in aeroplane magazines.

They are a masterclass of big budget energy.

Tune in to hear Jeremy chat about their Travis Kelce hoax, what the traits are of the best marketers, and how entrepreneurial spirits form part of their hiring strategy… along with some great facts about wine, of course.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[02:52] The Importance of Marketing and Distribution

[06:07] Building a Strong Marketing Team

[08:58] Understanding Marketing Beyond Campaigns

[12:08] Product Development and Market Positioning

[14:57] Innovations in Wine Packaging

[17:49] Consumer Behavior and Market Trends

[21:05] Expanding Product Range and Consumer Choices

[24:01] Navigating the On-Trade Market

[32:19] Brand Identity and Product Innovation

[34:15] The Role of Marketing in Product Launches

[36:36] Big Budget Energy: Maximizing Impact with Limited Resources

[40:43] Adapting Marketing Strategies in Uncertain Times

[48:12] The Traits of Successful Marketers

[51:01] Collaborative Brainstorming for Creative Ideas

[54:43] Learning from Failures in Marketing Campaigns

[58:48] The Future of AI in Marketing

*This episode is brought to you by Be A Bear, find out how you can grow your audience here: https://www.beabear.co.uk/ 
Connect with Jeremy: https://www.linkedin.com/in/jeremy-may-0a645614/

Explore NICE: https://nice-drinks.co.uk/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/

A marketers job is so much more than social media.

But we’ve got a bit lost, we’ve forgotten there are marketing opportunities at EVERY touchpoint.

This week, on The Marketing Hustle, we chatted to Doug Franklin, Founder of Penny Black. Doug’s pretty much pulled a whole new digital marketing channel out the hat.

The headline from our chat is that the packaging has just got high tech. Realising that personalised digital marketing didn’t need to end the moment a customer makes a purchase, Doug set about creating Penny Black which brings digital personalisation all the way into the hands of the consumer via on-brand, personalised and great-quality inserts.

(This is a sponsored episode. At Copy Club we have a select number of partners. If you see us bigging them up, it’s because we really do believe they offer big value, but they also did kindly pay us which helps us to continue to look after y’all.)

Most marketing teams don’t talk enough about what’s actually working. So in this episode, we’re pulling back the curtain on one of our favourite campaigns - from idea to execution - and unpacking the real reasons it delivered.

James and I take you inside the strategy, creative, and chaos of a campaign we ran for a challenger brand that was big on personality, small on budget, and laser-focused on growth. We cover how we landed on the core idea, what made it stick with consumers, and why we almost didn’t run it. Spoiler: sometimes the “least polished” work performs the best.

We also get into:

• How to sell bold ideas into a founder-led team
  

• Why a bit of friction can lead to better creative
  

• The underestimated power of "low-fi" production
  

• The role of gut feel vs data when deciding what to launch
  

If you’re tired of vague marketing case studies and want a real, honest look at how great campaigns come to life (plus the messiness behind the scenes), this episode is for you.Your HostsLottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.—

The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

with Victoria Hatcher, who was Marketing Director for Test and Trace. 

The role out of Test and Trace was phenomenal. Within weeks an entire country had heard of a new government initiative. Victoria was the leader behind the role out, working through how to communicate the urgency, the media budget and managing a brand new team under crazy media pressure. 

This episode covers...

The impact of public critique on a pressurised team

What insight really means and how to use it 

How to build a team fast

Don't forget to check us out and learn how you can become a member of our community!

“Founder life is really hard, but I would not change it for the world…”

Welcome back to The Marketing Hustle, the podcast that breaks through the faff and hears from top marketers and Founders about what it takes to survive startup life.

Did you know the deodorant industry produces over 15 million pounds of plastic waste each year? That’s enough to fill over 200 Boeing 747s.

This week, we sweat the small stuff (you love the puns, we know it!) with Matt Kennedy, CEO & Founder of Fussy, the sustainable deodorant moving the needle on plastic waste.

You may recognise the brand from Dragon’s Den, a product created to protect your pits AND the planet. Fussy is the UK's highest rated refillable natural deodorant with plastic-free refills and clean effective ingredients.

It was born in 2020 after Matt’s pregnant wife struggled to find a sustainable and safe solution to staying fresh… and to date they have sold a whopping couple million refills. 

It’s safe to say, as with all startup journeys, there've been some brilliant highs, painful lows and a whole lot of ‘who knows?!’… including becoming an armpit sponsor! 

Tune in to discover performance Vs brand marketing, the deep realities of balancing parenthood with Founder life, and how being dyslexic and having a range of jobs led him to where he is today.

It’s time to dish the dirt…

AND if you enjoy the episode, please leave us a review! It helps more than you know. 

Chapters:

[01:56] From DJ to Founder: Creative career insights

[06:46] How pregnancy highlighted a product opportunity 

[10:22] Using D2C as a route to market

[11:02] Taking the personal out of performance marketing

[14:42] Being a master of being a ‘jack of all trades’

[19:30] Founder resilience: on the brink of failure

[21:37] Becoming ‘The official armpit sponsor’ of footballers

[28:43] Nurturing and testing with TikTok 

[36:19] Marketing + ops = Growth

[42:29] Stop overcomplicating your marketing 

[44:20] Being aware (not obsessed) with competitors 

[51:53] The struggles of surviving Founder life

[59:26] Becoming a new dad post - Dragon’s Den 

[62:46] Female founders raising: how male Founders can help

Connect with Matt: https://www.linkedin.com/in/mattkennedy1986/ 
Explore Fussy: https://www.getfussy.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World: https://up-world.co/

Alex, the co-founder and CEO of Dash Drinks, provides insights into Dash's mission-driven approach, creative marketing strategies, and commitment to addressing food waste while also achieving commercial success.

From farming to tackling the government on mandatory food waste reporting for companies. Dash has evolved massively over time, from humble beginnings with basic products and minimum viable products to viral out-of-home campaigns that inadvertently gained attention due to a controversial image. 

Find out how Dash Drinks has made marketing and online sales work for them and helped a start-up go BIG. 

“I feel like we’ve got our shit together, but at the same time I feel like we’re only just starting...”

Welcome back to The Marketing Hustle, the podcast that breaks through the faff and hears from top marketers and Founders about what it takes to survive start up life.

This week, we spill the tea with Emilie Holmes, Founder of Good & Proper. Good & Proper was created to offer tea-drinkers the same quality experience that coffee-junkie folk across the UK love.

They have a range of award-winning teas available online, delivered direct to your door… and you’ve probably sipped on their brews in a cute indie cafe somewhere.

Since 2013, they have made ‘doing things properly’ their brand ethos, from sourcing the best tea leaves to becoming a B-corp biz… Founder, Emilie has been on quite the journey!

Tune in to peel back the layers of start up life, from marketing on a budget to navigating difficult conversations, and of course… getting the best from your brew.

A slice of what you’ll discover:

- How Good & Proper grew as a sustainable business

- The importance of a strong team structure

- Shaking up the tea industry

There are plenty of mentorship gems to pick up in this chat, so let’s pop the kettle on and get stuck in…

AND if you enjoy the episode, please leave us a review! It helps more than you know.

Chapters:

[2:15] Start up story: Selling tea from a van

[5:55] The power of focussing on less

[11:23] Creating an appetite for good tea

[17:08] Bringing purpose to activations

[23:39] Anxieties around growing a team

[29:05] Investments and what’s gone wrong

[34:47] Reframing failure with Lottie

[40:30] Being realistic with your brand goals

[46:55] The problem with female empathy

[49:49] Discovering leadership styles

[52:11] Navigating mum and entrepreneur life

[58:16] A quest for bringing magic to marketing

Connect with Emilie: https://www.linkedin.com/in/emilieholmes/

Explore Good + Proper: https://www.goodandpropertea.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Join the UpWorld community: https://up-world.co/

“Marketers need to stop being marketers…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Founder of Be A Bear, Max Maharajh. 

Be A Bear is a 360 degree strategy agency that focuses on driving solutions for any brand in the digital space.

Their published content was seen over 2 Billion times in 2022!

Tune in to hear Max chat candidly about all the marketing myths, busting customer personas and how we seem to be in a performance marketing rut. Oh, and some interesting facts about Killer Whales, for good measure.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[05:01] Career Beginnings and Lessons Learned

[09:59] Founding Be A Bear and Audience Engagement Strategies

[14:52] The Importance of Networking in Marketing

[19:57] Busting Marketing Myths and Real-World Insights

[28:35] The Fascination with Surreal Marketing

[30:47] Understanding Consumer Behavior in Marketing

[34:30] Navigating the Challenges of Running an Agency

[37:32] Learning from Mistakes in Leadership

[40:16] The Dichotomy of Founders: Risk and Security

[43:04] The Value of Time in Business

[46:13] Defining Success and Personal Growth

*This episode is brought to you by Be A Bear, find out how you can grow your audience here: https://www.beabear.co.uk/
Connect with Max: https://www.linkedin.com/in/maxmaharajh/

Explore Be A Bear: https://www.beabear.co.uk/  

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/

with Founder, Luke Boase

Lucky Saint are an alcohol free beer company, who were at the start of the low/ no revolution. Over the last year they have become HUGE & are icons in the marketing space for really owning the category.

This week I chatted to Luke Boase, Founder of Lucky Saint about how they break rules & honour tradition.

Kara Rosen is the Founder and CEO of Plenish, a vision which was sparked by a gap in the market for healthy drinks and juices, once she moved from New York to London in 2012. Kara has gone from working at Condé Nast, to starting her own successful business to now figuring out what the next steps look like and how she can cater for those under-represented in her next venture. 

In this episode, Lottie and Kara sit down to discuss: 

• Kara’s journey into starting her own business and how she began in the creative industry

• How knowing the consumer is key

• Making hard decisions regarding profit or product 

• The personal journey of starting a business

• What it’s like leaving a company you built

• How the second chapter is better than the first

In this episode, Lottie speaks to Emmanuel Eribo, Co-Founder of Butterfly Twists, the creators of the fold up shoe and recent Founder of Loci, who create sustainable footwear.

Lottie has known Emmanuel for ages and here they have a good old catch up. They discussed what it is to be a GREAT marketer and the chase for product market fit. When you find it it should be like someone putting two fingers in your nose and are pulling you forward - what an image!

with Liv Ferdi, Co-Founder of Trip Drinks

Trip make CBD infused drinks and oils, in stunning pastel packaging. You might have seen them in a super market fridge, and they might well be the first CBD product you've tried. The CBD category has a big inherent challenge - for now, Google & Facebook make advertising impossible, so brands are limited in how they can reach customers. For Trip, these challenges have been only an inspiration - it's driven focus on how the brand looks and where you can find it. 

Things we cover in this episode:

How distribution is your primary marketing channel 

The importance of how packaging feels, not just how it looks

How to plan for growth in a category that's changing all the time 

Don't forget to check us out and learn how you can become a member of our community!

In this episode, we talk to Akin ONAL, the founder of Baby MORI, a leading D2C baby and toddler clothing brand that prioritises the use of organic fabrics and high-quality materials to promote family well-being. Akin's journey to success was far from typical, with a background in engineering, management consulting, and investment banking. But despite the odds, he managed to get his products in the hands of none other than Kim Kardashian herself! Tune in as Akin shares his unconventional path to marketing, the challenges he faced along the way, and the strategies that propelled Baby MORI to the top of the industry. 

Lottie and Akin sit down to discuss:

• The importance of learning over testing

• How to ensure repeat customer purchases

• The difference between between relationships and influencers

• Hiring the perfect person for a startup and ensuring the correct cultural fit

“What makes a great marketer? People who realise that the consumer isn’t them…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder of BOTIVO, Imme Ermgassen. 

BOTIVO have taken non-alc, indulgent drinks to a whole new level with their magnetising brand visuals, and confidently stand for artisanal hedonism, in a world where we are told less is best.

They're on a mission to make a great drink that does not live in opposition to alcohol, but in a category of its own.

Tune in to hear Imme chat about creating an incredible storybook of brand characters, balancing founder life as a mum of twins and what really makes a good marketer.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[01:33] Introduction to Bativo 

[03:13] The Role of a Founder and Balancing Responsibilities

[06:00] Building a Strong Brand Strategy

[08:53] Cultural Insights and Consumer Understanding

[11:55] Artisanal Hedonism: The Brand's Core Philosophy

[14:51] The Importance of Clarity in Brand Messaging

[18:02] Navigating the Challenges of Marketing and Distribution

[21:04] Addressing Ageism in Marketing

[24:07] Creating a Diverse Brand Character

[26:49] The Learning Curve of Running a Startup

[29:56] The Need for Consumer Feedback

[33:11] Final Thoughts and Call to Action

*This episode is brought to you by Be A Bear, find out how you can grow your audience here: https://www.beabear.co.uk/ 

Connect with Imme: https://www.linkedin.com/in/immeermgassen/

Explore BOTIVO: https://www.botivodrinks.com/our-story

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World: https://www.up-club.co/?utm_source=MarketingHustle&utm_medium=podcast&utm_campaign=marketing_hustle_podcast

In this episode, Lottie Unwin speaks to James Routledge, Founder of Sanctus- who provide businesses with mental health support and are the creators of the world's first mental health gym.

They discussed building a brand in a category that, well, doesn’t have any… and “EMPLOYEE MARKETING”, James’ brilliant and very powerful silver bullet.

“Your email inbox is not your to-do list…”

Welcome back to The Marketing Hustle, the podcast that brings you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder of Unplugged, Hector Hughes. 

If your New Year resolution is to spend less time on your screens, you’re in the right place!

Hector came up with the idea of digital detox cabin stays whilst on a 2-week silent retreat in the Himalayas. The brand has now grown to 30 cabins across the UK and most recently to the remote rolling hills of Spain… you escape the busyness of everyday and lock your phone away for a few days, allowing you to be truly present.

Unplugged have made it their mission to encourage people to ‘unplug’ in a growing digital demand world, after Co-Founders Hector and Ben struggled with burnout in the tech start-up world.

Hector speaks candidly about how most marketing is a waste of time, how you can become less attached to your phone and the balance of social life and solitude.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get to it!

Chapters:

[03:09] Scaling the Unplugged Brand

[05:59] The Unique Selling Proposition of Unplugged

[08:54] Marketing Strategies and Customer Acquisition

[11:52] Challenges in Supply and Demand

[15:13] Cultural Significance and Brand Positioning

[18:02] The Role of the Marketing Team

[20:53] Personal Practices for Staying Unplugged

[25:37] Challenging Assumptions in Communication

[30:29] Prioritizing What Truly Matters

[35:51] The Balance of Social Life and Solitude

[39:42] The Journey to Becoming a Reader

[41:09] Cultivating Kindness and Compassion

[45:27] Playing the Infinite Game of Entrepreneurship

Connect with Hector: https://www.linkedin.com/in/hector-hughes-10082195/

Explore Unplugged: https://unplugged.rest/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/ Discover Up World + Brand Hackers: https://up-world.co/

This week I chatted to Thomas Adams, the Founder of Onepiece who absolutely blew me away. Onepiece are a Norwegian found company who you need to know about. They started the onesie hype of the 2000s and kicked off affiliate marketing. I was blown away.

Want to build a team of marketing mates? Join Copy Club: thecopyclub.co.uk

How Bold Bean Co reels get 100k impressions and more

Welcome back to The Marketing Hustle Season 5! In our debut episode, join my conversation with the Founder of Bold Bean Co (and the talk of the Marketing world right now), Amelia Christie-Miller. We discuss getting to 100,000 impressions per reel, how she revolutionised the bean brand into a trendy, culinary staple, her struggles with TikTok and much more.
Check them out on Instagram and TikTok at @boldbeanco
Thanks for listening and hit the subscribe button to not miss an episode!
If you’re interested in being a guest on the pod, drop an email to:
harrietking@up-world.co

Nick Paulson Ellis is the Founder and CEO of The Sports Edit, a multi-brand retailer that offers a carefully curated selection of the most stylish and innovative sportswear in the world, all centred around inspiring women to get out there, get sweaty and master their chosen activity. With brands like Alo Yoga, Girlfriend Collective and Hoka, they’re dominating the e-commerce market.

Lottie and Nick sit down to discuss:

• The difference between marketing a brand versus marketing multi-brand 

• Setting up the team in a way that makes KPIs crystal clear

• Working through the pandemic

Lottie sits down with Saasha Celestial-One, Co-Founder of Olio – the platform that gives people a hassle-free way to share their surplus food and the household items they no longer have use for. They discuss:

- How Olio defines marketing
- The biggest marketing challenge the Olio team has faced
- Their up-coming rebrand
- Reorienting your North Star
- What makes a remote business work

...and so much more.

with Sophia Halberstam, Senior Marketing Manager at This!

THIS is well loved by anyone in FMCG or marketing in general. They’re a brand who aren’t afraid to do something shocking, have done numerous campaigns that have had huge reach and consistently produce comms that put themselves out there.

This week Lottie chats to their Senior Marketing Manager, Sophia Halberstam who has been there since day 1. They discussed being in a business from the early days, creating viral content & how to work in a Founder led business.

In this episode, Lottie spoke to Jayne Robinson, Head of Brand & Comms at Frame - a chain of gyms on a mission to get more people moving their bodies in ways that makes them FEEL great. It’s a new category - not about performance or six packs, but about FUN.

They discussed Jayne role in protecting the magic of the brand Founders Joan and Pip built and how Frame see MAKING FRIENDS as a marketing strategy.

This is the final episode of series 1 and for it Lottie chatted to Ilana Lever, Co-Founder of Motley London, who work closely with designers & craftsmen to create beautiful jewellery.

They discussed seeing every situation as an opportunity and how you can gain unbiased market research on the cheap. This is a great pairing with last weeks episode as it came the same week of Motley & HANX's "Screw Love" partnership

We cannot wait to hear what you think.

In this episode, Lottie speaks to Shivraj Bassi, Founder of Innermost - a supplements brand that uses the power of nutrition to craft targeted solutions for your health and fitness needs - across body and mind.

They discussed the importance of a good distribution strategy as a marketing tool & just how true it is that founders see their businesses as their babies.

In this episode, Lottie chats with  Andy Walker, Founder of TEAREX - who make fresh teas, crammed with fresh fruits and roots, because the tea category is just a bit... boring.

This was a very timely episode as Andy had recently relaunched with an entirely new sustainable product, using sugar cane tubes that are entirely recyclable. They discussed “how the challenge for FMCG brands is not how you get on the shelf, but how you get off the shelf” (a quote from Thea at Young Foodies) and the difference between coherence and consistency in marketing.

Second Nature is a platform that helps people lose weight through behavioural change, rather than dieting and counting calories. They’re now a team of 70, and Chris speaks candidly about his experience as co-founder of a growing business.

Lottie and Chris discuss:

• The effects of running a start-up on creativity
• The all-consuming nature of being a start-up founder
• The power of granular customer segmentation
• Tackling marketing with an engineering mindset
• The downsides of A/B testing

Dr Natalie Getreu is the Co-Founder of Hertility, the company that's helping people to take control of their fertility. Using their at-home tests, over 200,000 customers have received advanced insights into their hormones & fertility.

Lottie and Natalie sit down to discuss:

• How to market a product people don’t know they need

• The power of Tone of Voice

• How their marketing has changed over time

• How not to underestimate word of mouth

• What makes a great start-up marketer

This week’s hot take: Most brand-agency relationships fail—not because the agency isn’t good, but because the partnership is set up to struggle from the start.

James and I have had many moments lately where we’ve sat in meetings thinking, “This could have been avoided if…” So, we’re unpacking it all. From the weird power dynamics of brand-agency relationships to the absolute musts for making it work, we’re sharing our hottest takes.

We talk about the importance of transparency (yes, we do need the full picture), why treating your agency like a cost is a surefire way to get mediocre work, and when you shouldn’t hire an agency at all.

Plus, the one thing that agencies and brands both need to get better at - giving feedback (spoiler: it’s so much easier than you think).If you’re working with an agency now, thinking about hiring one, or just want to understand how to get the most out of the relationship, this episode is for you.

Let us know what you think, and if you’re feeling bold, maybe even send this episode to that client or agency… no context needed. 👀

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at stickybeak.co/marketinghustle

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“The glass isn’t half full or half empty, it’s actually both, simultaneously…”

Welcome back to The Marketing Hustle, the podcast that cuts through the BS to bring you unfiltered stories from start-up Founders of bold brands.

This week, your host Lottie chats to the Co-Founder of SURI, Mark Rushmore.

Every year over 4 billion toothbrushes end up in landfill or in our oceans. That's enough to circle the globe twelve times

SURI may seem like the new kids on the electrical toothbrush block, but they are the highest rated toothbrush on TrustPilot… yes, surpassing Oral-B.

Their journey began back in 2021 with a mission to develop products that bring joy to the rituals people live by, while continually pushing the boundaries on what it means to be sustainable. They really are transforming one daily ritual at a time…

Tune in to discover Lottie & Mark discuss the ultimate power of product, focusing on consumer pinpoints and going back to business basics.

Finally… if you enjoy the episode, please leave us a review, it helps more than you know. Now let’s get stuck in!

Chapters:

[1:02] Throwback to the P&G days

[3:58] Why SURI exists 

[7:19] Their first customer service lesson

[8:24] The key to SURI’s scale: biz basics

[14:55] The power of keeping things simple

[20:26] Having a complimentary Co-Founder

[22:48] Dealing with founder stress

[31:00] The equation for building teams

[38:30] Having a hustle mindset in startup world

[42:03] The edge to look for in top talent

[47:55] Staying on the sustainable path

Connect with Mark: https://www.linkedin.com/in/mark-rushmore-b1240a19/

Explore SURI: https://www.trysuri.com/

Follow your host, Lottie Unwin: https://www.linkedin.com/in/lottie-unwin-she-her-7b577742/

Discover Up World + Brand Hackers: https://up-world.co/

Welcome to the debut episode of "The Marketing Hustle Hot Takes," where we ditch the fluff and dive straight into the juicy, unfiltered conversations setting the marketing world ablaze.

Hosted by the dynamic duo, Lottie Unwin and James Hickson, we serve up bold insights and candid advice for startups and seasoned brands alike.

Whether you're side-stepping marketing missteps or juicing up your content strategy, we're here to light your path with a dash of wit and wisdom.

Lottie here! This week’s episode is one I’ve been itching to record because startup mistakes are everywhere - and we’ve seen them all.

When I asked what topics you wanted to hear, so many of you said: the biggest mistakes founders make and how to avoid them. So here we are.

Now, let me tell you, narrowing this list down was no easy task. Between James and myself, we’ve worked with countless brands, and we’ve seen startups crash and burn over the same avoidable pitfalls.

From wasting money on ads too soon to trying to do everything yourself - in this episode, we’re breaking it all down. So, if you’re thinking about launching a business, already knee-deep in startup life, or just curious about what not to do when growing a brand, this episode is for you.

Your Hosts

Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

_

The Marketing Hustle Hot Takes is sponsored by Sticky Beak - Get real consumer insights in 48 hours or less and make smarter marketing decisions. Book a free 30-minute strategy call and get free Stickybeak credits at Stickybeak.co/marketinghustle

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