Spikes Excitement Talks

In this  episode, host Gordon welcomes an old friend, colleague, and former boss — Jo Royce, whose remarkable career spans Glue, Sapient, Google, Unilever, and Kimberly-Clark.Together, they explore the evolution and implosion  of the creative and marketing industries in an era of AI disruption, automation, and shifting business models. They dive deep into the changing landscape of advertising and marketing, why the industry struggles to attract diverse new talent, the impact of AI on creativity and employment, leadership, learning, and staying “connected to the do” and inding purpose and humanity in fast-changing systemsAlong the way, Jo shares candid stories from her path — from building agencies to mentoring through WACL and Brixton Finishing School — and offers hope and honesty for anyone navigating change.Tune in to get refreshing insights!

In this episode, Dave Cobban sits down with Stephanie Jacoby, Global SVP of Vodka at Diageo, to explore her remarkable 18-year journey in brand marketing — from her early career in tech to leading some of the world's most iconic spirits, including Johnnie Walker and Smirnoff.Stephanie shares how her background in psychology shaped her approach to building brands with purpose, authenticity, and human connection. She opens up about the mentors who shaped her leadership, the bold campaigns that moved audiences — like Keep Walking — and her belief that brands have the power to change the world.We can also hear how curiosity and courage define great marketers, why inclusivity and “positive drinking” are core to Smirnoff's DNA,  the rise of mindful drinking and low/no-alcohol innovation and how AI is transforming creativity, storytelling, and consumer connection.  Tune in for a conversation full of insight, optimism, and a reminder to always keep walking.

*German episode*In this episode, Gordon Euchler welcomes Sonja Messerschmidt, Head of Marketing and Communications at ÖRAG Rechtsschutzversicherung, for a chat about the evolution of marketing — from classic communication to a discipline centered around solutions and customer empowerment.Sonja shares insights from her career path, which began in advertising and led her through many years at Stadtsparkasse Düsseldorf before taking on her current leadership role at ÖRAG. Together, she and Gordon explore how marketing can help customers not just buy, but solve and why this mindset is transforming the role of brands today.The topics include why Sonja believes in a “driver's license for AI” to guide responsible use inside companies, the importance of trust and curiosity in leadership and career growth and why today's strongest brands don't just communicate — they deliver real solutions.Tune in to find out how solution-oriented marketing keeps business and people moving forward.

In this episode, Gordon Euchler sits down with Akshay Sardesai, Vice President of Marketing at Reckitt, to explore how curiosity, adaptability, and humility fuel long-term success in a fast-changing business world. Akshay shares his journey from starting out at Procter & Gamble in India to leading Reckitt's Enfamil brand in the United States — reflecting on the lessons from each chapter and the people who helped shape his path.The conversation dives into, the art of unlearning old habits to stay agile in new markets, how to balance global brand consistency with local relevance, the role of family and personal choices in an international career. Moreover what iconic brands like Heinz, Apple, and Dettol teach us about reinvention and why AI and technology are set to transform the very core of marketing. Tune in for a conversation about reinvention, resilience, and the future of marketing in the age of AI.

In this episode of Excitement Talk, Gordon Euchler sits down with Nicola Villa, Executive Vice President of Strategic Growth at Mastercard, to explore the intersections of technology, public policy, and economic transformation across three decades of innovation.From his beginnings in industrial economics to his early days at Cisco's European call center, Nicola shares an extraordinary career journey that took him from pioneering B2B e-commerce to global smart city initiatives, and now to AI-driven public sector solutions at Mastercard. Nicola shares why trust, not tech, is the real driver of innovation, how a tiny Finnish city near the Arctic Circle became a global reference point for innovation, the critical role of language and cultural translation between sectors, why copy-pasting Silicon Valley doesn't work—and what to do instead. Moreover the four pillars Nicola believes every successful public-private partnership needs: leadership, governance, competencies, and technology.Tune in to find out how to create real societal change at scale and get insights about the future of global innovation.

In this episode, Moritz Wehr sits down with Catherine Niebuhr, CMO NIVEA for Germany & Switzerland at Beiersdorf.Catherine shares her unique career journey — a rare example in today's marketing world of someone who has spent 23 years with a single company. She opens up about what's kept her energized at Beiersdorf for over two decades: constant opportunities for growth, a flexible and inclusive work culture, and a deep personal connection to both the brand and the people she works with.Together, Moritz and Catherine explore the dynamics of job-sharing in executive roles, lessons from working under strong female leadership and the evolution of NIVEA and marketing in a fast-changing digital-first world. Moreover how traditional brands can stay relevant amid rising influencer and personality-led beauty brands and why culture, flexibility, and purpose-driven branding matter more than ever.Tune in for insights about making career choices with heart, adapting to change, and building a sustainable, meaningful path in leadership.

In this episode, Gordon Euchler sits down with Rene Federico, an experienced brand leader whose career spans two powerhouse names in retail—Nike and Converse—and now, Head of Marketing US at Primark.Rene shares her journey from the shop floor of Nike Town Boston to shaping the basketball brand at Nike, and now leading brand building in a fast-growing US market at Primark. The conversation explores, what it really means to connect brands with consumers, how to build brand equity from the ground up, why strong retail fundamentals create space for bold storytelling, the power of leadership, optimism, and staying obsessed with the customer and how creators are rewriting the rules of branding today.Tune in if you want to know more about how passion and practicality come together in great marketing.

In this episode, Gordon Euchler sits down with Patrick Krul, former Global Head of Marketing Technology at Danone, to explore the intersection of marketing, technology, and capability-building.From his key roles at Unilever, DPG Media, and Danone, Patrick shares a career shaped by curiosity, a deep passion for consumer-centric marketing, and a strong belief in the power of data consciousness. He discusses what it really means to build scalable marketing capabilities, the challenges of leading transformation across 40 markets, and how connecting marketing and sales technology can elevate impact.Moreover why capability, not just technology, is the key to modern marketing success, a behind-the-scenes look at transforming Danone's global martech stack and the importance of cross-functional collaboration—from IT to legal to HR. Patrick also reflects on the people who shaped his career, the value of curiosity, and why being data conscious is the future of impactful marketing.Listen in to learn how data, tech, and people come together to drive meaningful growth.

In this episode, Sandra sits down with Pete Markey—renowned marketing leader and former Chief Marketing Officer at Boots—for a deep dive into what truly excites him about the industry, and the lessons he's picked up along his hjourney. Pete shares the origin of his love for marketing, from childhood inspiration watching Star Wars to building bold, award-winning campaigns like More Than Freeman. He reflects on the emotional power of storytelling in brand-building, how to create truly customer-centric experiences, and why authenticity is non-negotiable in today's landscape.We also hear his thoughts on what financial services get wrong and how to fix it, Leading through inspiration, not control, why AI is now his personal assistant and how it's reshaping marketing and the importance of getting out of your team's way.Tune in now to hear why Pete believes there's never been a more exciting time to be in the industry.

In this episode, Gordon sits down with Jan Francis, Head of Marketing Procurement at Visa Europe, to explore the power of partnerships, navigating change, and finding opportunity in complexity.Jan takes us through his unconventional career path—from hotels and forestry to IT, law, and ultimately leading procurement for marketing across 26 countries at one of the world's most trusted brands. He shares honest reflections on overcoming dyslexia, learning through leaps, and building psychologically safe teams that dare to grow.The conversation explores why marketing procurement is about more than just contracts, what it takes to form true supplier partnerships, not just transactions, the role of AI in accelerating creative campaigns, how Visa is preparing for a new generation of customers and platforms and why risk, when handled right, can be the best driver of innovation.Tune in to hear why Jan says: “What's the worst that can happen? I learn something.”

In this episode Sandra hosts Melda Hamarat, Global Head of Digital Commerce Strategy at Unilever.Melda shares her unconventional journey from industrial engineering to leading global digital commerce strategy. She discusses how curiosity, consumer psychology, and fearless pivots shaped her career and how digital commerce exploded during COVID and continues to evolve with AI, retail media, and rapid innovation. The conversation explores the rise (and fall) of rapid grocery delivery, why consumer insight drives everything, How AI is reshaping content, media, and measurement and the power of leaders who take risks on people.Tune in to know what makes ice cream such an exciting and delicious category to work in and more. 

In this episode, Gordon welcomes Krinio Christaras, Head of Consumer Experience for the MENA region at Mondelēz International, for an inspiring and thought-provoking conversation on marketing, transformation, and the human side of innovation.From her early career in Australian media agencies to leading consumer experience across a complex and diverse region, Krinio shares the pivotal moments that shaped her path—including a bold decision to leave without a plan and how that leap led to her most transformative professional chapter in the UAE.They discuss how curiosity and a passion for human behavior fueled her career, the Oreo dunking ritual and how consumer behavior becomes brand storytelling.Also why empathy and cultural nuance are the superpowers of regional marketing and the role of AI in shaping utility-driven brand experiences. Krinio offers a grounded, insightful perspective on how brands can stop shouting and start truly connecting. Listen in to hear why the future belongs to brands that blend innovation with empathy—and how you can design, not just react to, what's next.

In this episode, Gordon sits down with David Beer, Director of EMEA Sales at MasterCard, to explore the future of subscription management, financial transparency, and the power of purpose-led innovation in fintech.From his roots in New Zealand and a career that spans engineering, startups, The Guardian, NatWest, and now MasterCard, David shares a refreshingly human perspective on how technology can make financial services more intuitive, inclusive, and aligned with people's values.They discuss the rise of subscriptions and how banks can help manage them better and MasterCard's evolving role beyond payments. Moreover David's lessons from launching products across the world, why purpose isn't just PR — it has to be in a company's DNA and the future of hyper-personalized financial experiences.Listen in for an interesting point of view of fintech and purpose-driven business.

In this episode, Gordon sits down with Alexandra (Allie) Sparr, Global Head of Branded Marketing at Envoyage,  joining from the other side of the world, Allie shares her global marketing journey, from early days in New Orleans tourism to spearheading a brand that's redefining the B2B travel space.The conversation explores the entrepreneurial roots of Flight Centre—and how that spirit still drives Envoyage today, building a globally distributed marketing team—and why it's a superpower, not a compromise and why brand storytelling, cultural nuance, and travel excitement are at the core of what makes great marketing.Allie also reflects on the people and principles that have shaped her leadership style—and how her intentional path into marketing came down to one surprising decision at university.Tune in for insights on brand building of a dynamic travel brand. 

In this episode of Excitement Talks, Sandra Peat is joined by Matt Darbon, Head of Digital Marketing at Waitrose & Partners, to unpack a remarkable career journey—from stacking shelves at 16 to leading digital transformation at one of the UK's most beloved supermarkets.Matt shares candid insights of how he "fell into" digital marketing during a dog walk, what he learned from working at brands like Virgin Media and the role customer experience plays in shaping strategy at Waitrose.The conversation also explores why AI and emerging technologies aren't replacing fundamentals—they're enhancing them and the emotional power of great marketing, and how fun, trust, and ambition still drive growth.Listen in for a conversation on the real excitement behind digital marketing today.

In this episode of Excitement Talk, Gordon sits down with Dorotheé Gardon, Global Marketing Strategy & Integrated Media Director at IKEA, to explore what it really means to lead one of the world's most loved brands in today's evolving media landscape.From her early days at Google, Microsoft, and Meta, to shaping brand experiences at Precis Digital and now IKEA, Dorothée brings a deep perspective on navigating brand love, creative pressure and marketing transformation.They discuss how IKEA unites data precision with playful, purposeful storytelling, the shift from omnichannel to "omni-experience" marketing and why marketing should feel like an extension of service, not an interruption.Moreover what AI means for the future of brand interaction and personalization and the importance of leadership, collaboration and building shared purpose in global teams.Tune in to get insights on how to build consistency across markets while staying locally relevant.

In this episode, Gordon is joined by Amélie Manac'h, a seasoned marketing leader who's worked with some of the most iconic French and global brands and recently new Head of Brand Content and Strategy at Nestlé.  The talk explores the art of combining research, creativity, and cultural relevance, why boldness matters — and how a fake baby in a bubble led to one of the most talked-about infant nutrition campaigns in Spain.Furthermore what brought Amélie into marketing and what excites her most about the future of marketing, from the shifting media landscape to the rise of AI.Tune in if you want to know more about consumer-centric marketing, brand innovation and the bravery it takes to break through the noise.

In this episode, Sandra Peat sits down with Anna Hale, Chief Marketing Officer at Karo Healthcare, to explore her "excitement journey" through the world of brand building, transformation and purposeful marketing.From early beginnings at Reckitt to a 15-year career with GSK (now Haleon), Anna shares the pivotal moments that shaped her marketing philosophy—balancing emotional resonance with functional efficacy.  Now at Karo Healthcare, Anna discusses how the company is redefining modern brand-building in consumer health, from digitally-led strategies to AI-enhanced content creation. She talks about competing with scale by being smarter—not louder—and how Karo is helping people take ownership of their health in areas like women's intimate care and eczema treatment.The conversation explores how to build performance through people, the emotional power of “low involvement” brands, why purpose in consumer health is not optional—it's inherent and of course the evolving role of AI in marketing, from insight to execution.Tune in and get excited about the future of healthcare marketing and much more.

In this post-holiday return episode of Excitement Talk, Gordon is joined by Adam Ross, Senior Director of Creative Strategy at Coca-Cola. Adam's journey from agency life in London to leading creative strategy for one of the most iconic global brands is filled with insightful stories, bold career moves (including a spontaneous relocation to Australia) and a deeply human take on creativity and leadership. The episode explores the steep learning curve of joining a brand like Coca-Cola, creative work that goes beyond ads — from crime prevention campaigns to TV show concepts, what it's really like working in-house on brand strategy.Moreover the value of staying an “outsider” inside big organizations and why not knowing can be your greatest superpower.Tune in for a reminder that behind every great campaign is a person bringing their full, curious self to the table.

In this episode, Gordon sits down with Richard Le Moult, CMO of Latin America at Pernod Ricard, for a conversation about the realities of modern marketing leadership. From his early days at Danone, Kraft and Philip Morris to now leading marketing across one of the most dynamic regions in the world, Richard shares what it really means to be a marketer today—and why he finds the complexity exhilarating.The conversation explores  Richard's international journey—from France to Mexico to Brazil and why LATAM is a region full of big opportunities. Furthermore why managing conflicting expectations isn't a problem, but the job. He also reflects on not being afraid to embrace the messiness of it all why he sees himself as a midfield player, connecting defense and attack — a perfect analogy for the CMO role today.Ending on the future of marketing: hyper-personalization, scalable big ideas and redefining experience.Tune in to get insights on how big brands navigate complex markets. 

In this milestone 100th episode of Spikes Excitement Talks, Gordon Euchler sits down with Aseem Puri, Digital CEO of Unilever International, for a truly global conversation on modern marketing, bold leadership and building brands that resonate across 200 markets.After five scheduling attempts it finally happened—and it was worth the wait:The conversation explores why Unilever International is "95% social-first"—and what that means for the future of brand building. How Aseem's team leapfrogs traditional marketing to reach underserved markets in Africa, Latin America & the Pacific.Moreover the shift from big-budget ads to daily content creation and experimentation, how social trends spread globally—within days, not months.Also Aseem's inspiring career journey: from rural sales in India to leading digital transformation at Unilever and the mentors and mindsets that shaped his leadership style all around the motto that the future of marketing lies in data-led empathy: “Make things people want. Don't make people want things.”Tune in for insights from a future leader navigating the ever-changing global landscape.

In this episode, Gordon sits down with Gianluca Toccafondi, a self-proclaimed IKEA “lifer” and current Head of Global Marketing at Inter IKEA Systems, to explore how purpose, passion and people come together to create not just a career—but a calling. The question is what keeps someone excited about work after 20+ years at the same company?From his early days in Tuscany to leading marketing on a global stage, Gianluca shares why marketing is still a science in a world of AI and disruption, how values can fuel long-term engagement, what it means to “do marketing without saying we're doing marketing”.Tune in for a episode about sustained excitement, human leadership and staying curious.

In this episode, Gordon is joined by Frida  Elisson to talk about her journey across sectors and continents—from Lidl to Unilever, Google to eBay, and now as CMO of Kleinanzeigen. From the ballet studio to the boardroom, Frida's career is anything but linear—and all the more inspiring because of it.They explore what it means to shape iconic brands through times of transformation, the power of curiosity and adaptability and why making big leaps can be the key to staying excited about your career.The conversation explores what it really meant to bring classical brand thinking into Google Germany, steering Kleinanzeigen's shift from “second-hand” to “sustainable” and why impact, not just output, defines great marketing.Tune in  to get inspired – whether you're in FMCG, tech or just trying to navigate your own next leap.

In this episode of Excitement Talk, Dave Cobban sits down with Ajinkya  Joglekar, a seasoned marketing and product leader with over two decades of experience scaling iconic brands like Comcast, JP Morgan, Dish, and Sling TV. But his journey didn't start in a boardroom — it began in the world of jazz and physics. Ajinkya shares how his unique blend of creativity and analytical thinking led him from music theory to leading high-growth marketing teams and ultimately founding Growth Stack Commerce.  The conversation explores why embracing small tasks with tenacity can lead to big opportunities, what it was like building digital marketing from scratch in the early 2000s, the parallels between the rise of digital and today's AI transformation, how brands can use AI without losing their emotional and creative edge.Tune in for a  conversation that bridges past, present and future in the ever-evolving world of marketing.

In this episode, Gordon welcomes  Sharalyn Orr, Executive Director of Global Marketing Innovation at The Estée Lauder Companies, for a powerful conversation about beauty, purpose and transformation.Sharalyn shares her unique, non-linear journey from media and research to luxury beauty and how her six-year pursuit of the right role ultimately led her to Estée Lauder.Now leading a Center of Excellence focused on women 45+ across Western markets, she discusses the shifting consumer mindset, the business case for inclusivity and the mission-driven work behind campaigns like “Because of My Age.”They also explore how brands like Nike and Under Armour have successfully tapped into universal human truths — and how the beauty industry is evolving with greater diversity, accessibility and authenticity. From VR tools for the visually impaired to the rise of indie and inclusive brands, Sharalyn offers a forward-looking perspective on the future of beauty and why it matters.Tune in for insights on campaign storytelling that actually resonates.

In this episode, Gordon sits down with Matthias Hanschke, the Global Head of Marketing Transformation at Henkel and Advisory CMO at Spotify. Together, they dive deep into the rapid evolution of the FMCG sector and explore the challenges and opportunities in marketing, particularly as AI and new technologies reshape the landscape.Matthias shares his unique insights on balancing visionary strategies with practical execution in a world that's evolving faster than ever. From navigating the complexities of brand transformation to fostering a culture of innovation and embracing failure, they unpack the key decisions that shape successful businesses today.Plus, they discuss the power of collaboration, the importance of learning from others and the evolving role of leadership in guiding brands through periods of change. Tune in for an honest talk about marketing evolution, strategic decision-making and the future of global brands.

In this episode, Sandra Peat sits down with Rachel Exton, VP of Global Brand at Pearson, to explore a career that spans everything from high-end beauty and disinfectant to cutting-edge education and AI.Rachel shares her remarkable journey through brands like Unilever, John Frieda and Dyson and how each role taught her something new about people, purpose and pivoting. She opens up about navigating career challenges, including returning from maternity leave and re-entering the workplace on her own terms.Together, Sandra and Rachel unpack why every product — even bricks and disinfectant can be emotionally meaningful, the importance of purpose in today's marketing landscape, how brand marketing can drive transformation in education and what excites Rachel most about AI and the future of lifelong learningTune in and get inspired to follow curiosity and go back for what you really want.

In this episode of Excitement Talks, Gordon sits down with Chiara Grillo, Head of Digital Marketing & Media for Unilever's ice cream division in Italy. From Magnum tastings on Monday mornings to unlocking confidence through deodorant campaigns, Chiara's journey across categories and continents shows how marketing can be both deeply human and endlessly creative.She reflects on starting out as a national-level athlete, studying marketing psychology, and building a career —moving from ice cream to skincare, deodorants and back to ice cream again. Along the way, Chiara shares insights on leadership, the mentors who shaped her and why she sees marketing not as selling, but as serving people's needs.They also explore the future of marketing where creators, authenticity, and data-driven media meet—and why ice cream will always be the business of happiness.Tune in for a real talk about what it means to make brands meaningful in people's everyday lives.

In this episode, Gordon sits down with Antoine Genot, whose career spans Nestlé, Procter & Gamble, BCG and now Pernod Ricard, where he leads global marketing performance. Antoine shares how marketing has evolved from the classic 4Ps to a fast-paced, data-driven, AI-empowered discipline.The conversation explores how to do more with less, why collaboration across creatives, data scientists and tech experts is the new core skill of marketing and how AI unlocks both the art and science of marketing.Antoine also shares the strategic brand choices he admires—from Jameson's consistent storytelling to Lego's licensing pivot and Red Bull's discipline in SKU strategy. He reflects on the future of marketing leadership, where agility, humility and critical judgment matter as much as innovation.Tune in for a  clear-eyed look at what it takes to win in modern marketing.

In this episode of Excitement Talks, Spikes UK Partner Sandra Peat sits down with Ilaria Pasquinelli, CMO of Cannes Lions, to explore her fascinating and non-linear career journey—from fashion and sustainability to global marketing leadership.Ilaria shares how her early passion for languages and cultures led her into marketing “by accident” and how her work with the United Nations and major fashion brands shaped her belief that business can be a force for change. She reflects on the transformation of Cannes Lions—navigating the challenges of the pandemic, reimagining the role of the festival beyond a single global event and making creativity more accessible and inclusive across the industry.The conversation also dives into themes of business transformation, marketing effectiveness, diversity in creativity, global perspectives and the evolving role of AI as a tool to help marketers refocus on what makes us human.Tune in if you're  interested in how creativity, strategy and transformation intersect at the heart of today's marketing industry.

In this episode, Gordon sits down with Martin Doens, Global Director of Digital Experiences (Europe) at Mondelēz International, to explore the sweet spot where heritage brands meet cutting-edge technology. The conversation explores Martin's global career journey—from Accenture in Amsterdam, Melbourne, and Silicon Valley to leadership roles at Heineken, ECCO Shoes, JDE Peet's, and now Mondelēz. He shares how a background in telecom and high tech shaped his approach to FMCG digital transformation, why empathy at scale matters and how data-driven campaigns can deepen brand love.Along the way, Martin reflects on brands he admires, the importance of staying true to heritage while embracing innovation and what keeps him excited about the road ahead—whether it's chocolate, quantum computing or the next big disruption.Tune in if you've ever wondered how global consumer brands blend tradition with tech, or how to lead change across cultures and industries.

In this episode, Gordon sits down with Victoria Lozano, Chief Marketing Officer at Crayola and Forbes 50 Entrepreneurial CMO, to explore how one of the world's most beloved brands keeps creativity at the heart of everything it does. From Crayola's 122-year-old origins rooted in education to its modern-day expansion into entertainment, interactive experiences and global initiatives, Victoria shares how the brand continues to spark imagination.They dive into Crayola's Campaign for Creativity, fresh from winning multiple Cannes Lions and hear how it reframes creativity as a lifelong skill—not just an artistic pursuit.Victoria also discusses the brand's immersive location-based experiences, innovative digital canvases and educational content that empowers teachers to inspire the next generation.Tune in to know how brands remain timeless in purpose and timely in action.

In this episode, Gordon sits down with Lucas Elliott, Customer Experience Research Lead at Google, who takes us through his unexpected journey from a PhD in kinesiology at Penn State to startup life at Rebel, and now to one of the biggest tech companies on the planet.They dive into how understanding human behavior—whether in public health or product marketing—can unlock better product-market fit, why aligning product, marketing and sales is mission-critical and how insights travel across teams at Google. Also what does studying human movement have to do with shaping world-class customer experiences. Lucas also shares career lessons from mentors, the value of staying humble and never burning bridges and why he's optimistic about AI's potential to fuel personalization and level the playing field for entrepreneurs.Tune in if you're curious about translating academic research into business impact, scaling insights in a massive organization and the future of customer experience.

In this episode, Gordon sits down with Wolfgang Ufer, CEO of Smart Automobile, for a candid and inspiring conversation about transforming a legacy brand into a future-forward mobility company. From his early days at Mercedes-Benz to leading Smart through its bold evolution into an electric-only, direct-to-consumer startup, Wolfgang shares how he built a car company from scratch and why getting closer to the customer has always been his North Star.We dive into Smart's radical journey: navigating the electric mobility transition, scaling innovation with startup urgency, launching the game-changing Smart #5 and embracing a leadership style shaped by openness, accountability and customer proximity.Tune in to hear why Wolfgang believes there's “no place to hide” in direct-to-consumer and why that's exactly where he wants to be.

In this episode, Gordon sits down with Katarzyna Zawodszińska,  Former Marketing Director at Lipton Teas and Infusions, Warsaw — and uniquely, a practicing psychotherapist.With nearly two decades at Unilever, Katarzyna shares her deep experience across product categories, countries and roles from sales and business development to leading brand transformations. She reflects on how Unilever acted as a true "marketing university", shaping her philosophy of brand building, insight-driven strategy and cross-functional leadership.But what makes this conversation truly stand out is how Katarzyna bridges marketing and psychotherapy, uncovering the shared essence in both: the human connection. They talk about why Lipton's global relaunch is more than just a packaging update, how living in the Baltics and working across diverse categories shaped her brand instincts and how young talent, modesty and the power of asking the right questions drive meaningful innovation.Tune in to get excited about what marketing can be.

In this episode of Spikes Excitement Talks, Gordon sits down with Asif Memon, Head of Strategic Revenue Management at Unilever, for an insightful conversation on connecting marketing, sales and consumer value in the FMCG space.Asif shares his global journey from Procter & Gamble to Unilever, with stops at L'Oréal, and life across continents—from Dubai to Casablanca to the UK. He reflects on what truly brings impact in today's fast-moving consumer world and why the future lies in collaboration and purpose-led leadership.The conversation explores what Strategic Revenue Management actually is and why it's the engine of modern FMCG growth, how to align sales and marketing not from dysfunction but from untapped opportunity, why cultural immersion and diverse leadership styles shaped his approach and the role of AI, digital commerce and premiumization in the future of FMCG.Listen in if you care about brand, business and the power of principle-led leadership.

In this episode, Gordon is joined by Patrick Swientek, Director of Integrated Brand & Communication at Danone for Germany, Austria, Switzerland and Slovenia. With a career spanning digital marketing, live entertainment, Nestlé and now Danone, Patrick brings a deep and practical perspective on how modern brands can create value beyond the campaign.They dive into what demand generation really means across categories from yogurt to medical nutrition, how to build brand ecosystems that go far beyond traditional media, why retail media is becoming a game changer in the DACH region and the evolving role of advertisers. Patrick furthermore shares what brands like Nike taught him about longevity, relevance and emotional connection. Tune in if you want to know more about where brand strategy, ecosystem thinking and platform evolution intersect. 

In this episode,  Spikes US Partner Dave Cobban sits down with Peter DeLuca, former Chief Creative Officer at T-Mobile & Board Member (CMCI) at University of Colorado Boulder, for an energetic and insightful conversation spanning creativity, leadership and brand transformation. From his early days pounding the pavement in New York's ad scene to helping shape T-Mobile into a bold, customer-centric brand, Peter reflects on a career defined by curiosity, consistency and fearless reinvention.Peter shares stories of launching the iconic Uncarrier platform, navigating high-stakes media moments and building a culture of influence, not control. He also unpacks the evolving role of creativity in an AI-driven world and what it takes to lead teams that shape consumer experience across every touchpoint from TV spots to TikTok.Tune in to get re-energized about the creative possibilities of marketing today.

In this episode, Gordon sits down with Nathalie Frank Castellanos, former Global Head of Marketing for Whisky Brands at Diageo, to explore her remarkable 15-year journey through branding, innovation and multicultural leadership.Born in Brazil to Uruguayan parents, now based in Amsterdam, Nathalie reflects on how a chance internship at Diageo sparked her passion for marketing and how that passion evolved into a global career touching markets across every continent. She shares how deep consumer insights, cultural understanding and creativity drive successful brand building.The conversation explores her early days in consumer planning and pivot to brand management and innovation, the challenges and thrill of launching a zero-alcohol spirit, her mentors who shaped her leadership style and professional ethos and why emotional resonance still matters most—even in an age of AI and hyper-personalization.Tune in  if you're curious about where global brands are headed and what it takes to lead them there.

In this episode of Spikes Excitement Talks, Gordon sits down with Sébastien Deneux, a strategic business development leader at Unilever, specializing in the ice cream category across Europe, Australia and New Zealand. Sébastien shares with us his unique career journey—from consulting on Dutch flower exports to embracing a sales role at Unilever that challenged and shaped his understanding of customer and consumer needs. They explore the idea of learning from “people a bit like me, but better”—a humble, powerful framework for growth and mentorship. From archetypes and lover brands to the evolving role of digital, UGC and community-led storytelling, this episode is rich with real examples—from Magnum and Ben & Jerry's to McDonald's and beyond.Sébastien also reveals how his external board roles keep his perspective fresh, feeding back into his work at Unilever and why he believes the “triple win” of consumer, customer and company success is key to sustainable business growth.Tune in for insights on career growth, the magic of ice cream innovation and the power of curiosity and fun in building a meaningful and impactful career.

In this episode, Gordon hosts Corina Kurscheid, Global Associate VP Growth and Impact at Nivea – the iconic “big blue” brand that has shaped skincare worldwide. After 18 years at Nivea, Corina shares her journey from agency life into a global marketing and product development career, diving deep into how innovation, consumer insights and culture shape one of the world's most beloved brands.Corina takes us through the challenges and excitement of working internationally, the intersection of sustainability and social impact and the creation of new roles and teams to meet tomorrow's brand needs.The conversation also explores the magic of creativity with a look at iconic brands like IKEA and LEGO, how they keep millions engaged, spark imagination across generations and foster connection in unexpected ways. Plus, a heartfelt glimpse into how technology, especially AI, is opening new doors for people to create, learn and positively impact the world.Tune in if you're curious about FMCG, product innovation or global marketing, this episode reveals why Nivea continues to stay blue, fresh and relevant in a fast-changing world.

In this episode of Excitement Talks, Spikes US Partner Dave Cobban sits down with Ian Bertrand, former VP of Commercial Marketing at Canada Goose and longtime Nike marketing leader for a powerful conversation about evolving brand strategy, the future of retail and building deep consumer connection through experience.From his early days in Nike retail to major global roles in running, retail experience and Olympic campaigns, Ian reflects on lessons learned across continents and categories. He talks about building inclusive teams, the power of consumer insight and how immersive retail experiences can create real community. You'll hear insider stories from the Nike matrix, insights into the iconic “Breaking2” campaign and how retail became more than just selling, it became storytelling. Plus, as a lifelong hockey lover and coach, Ian reflects on how sport continues to inspire his leadership style pens up about his next chapter: a future that includes coaching, mentoring and continuing to solve meaningful brand and consumer challenges.Tune in for a conversation that's packed with insight, humility and the kind of excitement that only comes from someone who's truly lived the brand.

In this episode of Spikes Excitement Talks, Gordon Euchler is joined by Namita Mediratta, Global Head of Insights for Deodorants at Unilever, whose career spans decades across India, Indonesia, Singapore and London, covering iconic brands like Dove and Magnum.Namita shares how a background in engineering unexpectedly led her to fall in love with the "cerebral side of marketing"—the art and science of understanding what makes people tick. She reflects on her journey from selling detergent in Himalayan villages to transforming beauty insights in Europe and beyond. She also reflects on the impact of inspiring leaders throughout her career — those who taught her the value of trust, intellectual range and people-first leadership.Together they explore how technology is reshaping the world of insights, the power of social listening and why AI doesn't replace curiosity, it fuels it. Namita's perspective bridges the worlds of creativity, technology and cultural nuance, offering an inspiring take on how brands can stay human in an era of data abundance. Tune in for a thoughtful discussion on how curiosity, courage and trust can unlock transformative possibilities for brands and people alike.

In this episode, Gordon Euchler sits down with Dipesh Patel, Chief Digital Officer for Beauty & Wellbeing at Unilever Europe, Middle East, Turkey, Australia & New Zealand. From his early days as a math graduate aiming for a career in banking to navigating management consulting and finally landing in the world of FMCG, Dipesh shares an honest and insightful look at how career paths are rarely linear and how embracing ambiguity and change has been central to his growth.Dipesh talks about  how his upbringing in a family of first-generation immigrants and entrepreneurs instilled a curiosity for business and problem-solving from a young age, a mindset that continues to drive his work today.They discuss how brands like LEGO have mastered the art of evolving while staying true to their purpose and why the next frontier for marketers lies in navigating the opportunities and challenges brought by AI. Dipesh reflects on how brands can remain authentic, creative and relevant in a world soon to be flooded with AI-generated mediocrity.Tune in if  you're curious about the intersection of technology, creativity and consumer behavior and what it really takes to innovate inside or outside of a startup.

In this episode, Gordon Euchler welcomes Lucas Levy, Senior Director of Marketing Southeast Asia at Mondelez International. Lucas shares his remarkable career journey — from flipping burgers at McDonald's in Argentina, through a nearly two-decade rise at Unilever, to now shaping the future of iconic snacking brands at Mondelez in Singapore.Along the way he became a seasoned marketer with experience across some of the world's most beloved FMCG brands, including Dove, Axe, and Cadbury. They discuss what makes brands meaningful, how curiosity fuels a career, and why the best brands aim to make life just a little bit better — whether through confidence, connection or joy.Lucas shares insights from his journey, reflecting on the power of mentorship, the complexity of global marketing and the constant need to adapt and learn in a world shaped by data and AI. From Brazil to Singapore to the U.S., his story is one of openness to change, appreciation for cultural nuance and a passion for brands that enrich everyday life.Tune in for a thoughtful conversation about leadership, learning and the future of marketing  and why having fun along the way still matters most.

In this special episode, Gordon is joined by one of India's most respected marketing leaders, Shubhranshu Singh, Chief Marketing Officer at Tata Motors Commercial Vehicles and recognized among Forbes' Top 50 CMOs.Together, they explore the unique dynamics of the Indian market, from its rapid digital transformation and explosive growth in e-commerce to the deep cultural nuances that shape consumer behavior. Shubhranshu shares how Tata is leading the way by combining digital innovation, influencer ecosystems and local insights to engage India's vast and diverse customer base, from rural villages to urban centers.They also discuss how brands in India are evolving beyond products to become cultural symbols of trust, aspiration and participation in a fast-changing society and why curiosity and adaptability are the future superpowers of marketers.Tune in for insights on how marketing, technology and culture intersect in one of the world's most dynamic markets.

In this episode of Spikes Excitement Talks, Gordon Euchler sits down with Erik Liebe, Head of Global Digital Commerce for Beauty & Wellbeing at Unilever. Erik shares his unique perspective on what it means to build a long, fulfilling career within a single company and why that choice has paid off. From consumer research in people's homes to shaping social commerce strategies on platforms like TikTok, Erik unpacks what truly drives effective marketing: solving real consumer problems and creating meaningful moments. The conversation explores how the lines between media, shopping and influence are blurring, why shortening the path from inspiration to purchase matters. Furthermore what it takes to stay relevant in a world of constant digital change.They explore the power of positive, ambitious teams, the influence of inspiring leaders and the importance of truly understanding what makes people happy, even in the smallest, everyday moments.Erik also shares why he's inspired by Rituals founder Raymond Cloosterman, who built a brand from a personal belief into a global empire.Tune in for stories about shifting consumer habits, the beauty of learning curves and why sometimes, washing laundry isn't about dirt at all.

In this episode, Gordon Euchler sits down with Tommaso Calzolari, Head of Global Brand Marketing for Motorsports at Adidas, for a wide-ranging conversation about the state of modern marketing, the role of social media and the challenges brands face in creating meaningful connections. They explore what it's like to build an entire category from the ground up inside one of the world's most iconic brands. Furthermore Tommaso shares his journey from agency life in Italy to leading Adidas' Formula 1 efforts, creating something entirely new while staying true to the brand's DNA.They dive into why motorsport is more than just the driver, it's a story of teams, performance, empathy and the power of human connection. Tommaso reveals how he and his team are reimagining how Adidas shows up in motorsport, what makes the Formula 1 ecosystem so culturally relevant today and why it's critical to always start with how the product connects with the consumer at the point of sale.Tommaso also reflects on the people who shaped his leadership style and shares personal stories about learning to make tough decisions under pressure. His advice? Get back to basics, build agile teams and never rely on a one-size-fits-all recipe for success.Tune in for an honest and insightful look at what it takes to lead brands into the future. 

In this episode of Spikes Excitement Talks, Gordon sits down with Efrain Rosario, Global Head of Retail Marketing and Insights at Diageo. They explore how brands can show up brilliantly at the "moment of choice," why emotional engagement is scientifically critical in retail and how occasion-based insights shape consumer behavior. He also reflects on career-shaping lessons from his time at Coca-Cola, including the power of simplicity in communication and the importance of understanding whether you sell or help people sell.Moreover the conversation dives into Efrain's passion for teaching, his love for continuous learning and the balance between rational and emotional drivers in global brand-building. Along the way, he shares some of his most admired retail strategies from other brands and offers thoughtful reflections on how social moments shape our purchasing decisions.Efrain unpacks what excites him most about the future of retail, including radical personalization, the convergence of online convenience with in-store experience and the potential of AI-powered virtual shopping assistants.Tune in for an insight-packed conversation on retail, brand-building and the future of shopper marketing.*Sandra Peat, Spikes Partner UK is also joining the conversation. 

In this episode, Gordon sits down with Daniele Tundo, Global Digital Content Lead at Nestlé, whose marketing journey spans some of the world's most iconic companies, including AB InBev, Procter & Gamble and Vodafone. Daniele shares how curiosity and a passion for cultural exploration have shaped his career, from launching beauty products in the Middle East to creating beer campaigns across Europe. They talk about the art and science of marketing, what it really takes to build global brands and why stepping into unfamiliar territories can be the best way to learn. Daniele shares how connection, credibility and humility have shaped his path. He also reflects on the importance of learning from everyone and how that curiosity keeps him inspired in an ever-evolving industry. It's not about chasing the next big thing. It's about people, building with them, and bringing them along on the journey.Tune in for a thoughtful, energizing conversation about modern marketing, leadership and lifelong learning.

In this episode of Spikes Excitement Talks, Gordon sits down with Jon Halvorson, Global SVP of Consumer Experience at Mondelēz International. Jon shares his unique journey across the global marketing landscape, from shaping video strategies at Twitter to driving media transformation at General Motors and now leading global centers of excellence at Mondelēz, spanning media, digital, creative partnerships, commerce and generative AI.They dive deep into the evolving landscape of generative AI and its profound implications for brands, marketing, and creativity. Moreover about Jon's passion for AI, not as a buzzword, but as a transformational tool that reimagines marketing from the ground up. He talks about the power of AI to inspire personal creativity, the role of marketers as change leaders and offers shout-outs to the cross-functional teams and visionary leaders who are making it all possible, reminding us that AI is the ultimate team sport.Tune in for insights about how AI is reshaping marketing, leadership and even personal growth.