The Marketing Hustle

“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/

“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/

“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/

“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/

“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/

"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/

“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/

“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/

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

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

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.

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.

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

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

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

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

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

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

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