She's been Head of Content at THG Ingenuity, Senior Director of Global Brand and Content at Amplience — and she's now the founder of True Meridian, a strategic advisory helping technology companies turn complexity into clarity.

In this episode we go past the polished version.

Beth talks about what it was really like inside THG during a period of public turbulence — and whether she ever privately questioned the direction. Why she walked away from a Senior Director title to start something from scratch. And the adjustment that genuinely surprised her about going out on her own.

Then we get into what she knows deeply — why technology companies consistently get brand wrong, how AI is creating a dangerous tension between content volume and brand distinctiveness, why senior leaders resist building their own voice even when they know it works, and what a decade of keynote speaking has taught her about how people actually absorb ideas versus how we think they do.

No highlight reel. No perfect answers. Just an honest conversation from someone still figuring it out.

Still loading. Just like the rest of us.

#StillLoading #StillLoadingPodcast #BrandStrategy #ContentStrategy #EcommerceMarketing #SaaSMarketing #TechMarketing #MarketingLeadership #ExecutiveThoughtLeadership #AIMarketing #DigitalMarketing #MarketingPodcast #WomenInMarketing #StartupFounder #BrandBuilding #FractionalMarketing #TrueMeridian

Matt Roffe thinks that's the problem.

Matt is a fractional marketing director working with ecommerce brands across food and drink, fashion, homeware and consumer goods. His clients include Hiut Denim, Stellar Cookware and Saicho Sparkling Tea. He's worked brand-side and agency-side across THG, Cotswold Outdoor, Ribble Cycles and Impression Digital. And he organises The Marketing Meetup Cheltenham — which means he has a broader pulse on what's actually happening inside marketing teams right now than most people you'll hear on a podcast.

His philosophy is straightforward but rare: brand and performance are one discipline, not two competing budgets. The numbers and the narrative.

In this episode we get into the reality of fractional marketing — what it actually looks like day to day, why some businesses should avoid it entirely, and the honest answer to the question every founder asks: shouldn't you just hire someone full time?

We also dig into the in-housing trend that's sweeping ecommerce right now — the accountability argument, the agency vs in-house debate, what brands actually lose when they bring everything inside, and whether the relationships agencies have with Google and Meta are as valuable as agencies would have you believe.

Then we get into measurement — what a good marketing framework actually looks like for an ecommerce brand, where most businesses get it catastrophically wrong, and what "the numbers and the narrative" means when a board is asking for ROI and a brand team is talking about storytelling.

And of course, AI. Where it's genuinely changing how marketing teams operate inside ecommerce brands right now, and where it's being completely overhyped.

No polished pitch. No perfect answers. Just an honest conversation from someone who's in it every day.

Still loading. Just like the rest of us.

Matt Roffe:
Linkedin: https://www.linkedin.com/in/mattroffe/

Website: https://www.mattroffe.co.uk/

#StillLoading #StillLoadingPodcast #FirstClick
#FractionalMarketing #EcommerceMarketing #BrandMarketing #PerformanceMarketing #MarketingEffectiveness #InHouseMarketing #AgencyVsInHouse #MarketingMeasurement
#EcommerceGrowth #DigitalMarketing #MarketingStrategy #MarketingLeadership #MarketingPodcast #EcommercePodcast #BusinessPodcast
#MarketingMeetup #HiutDenim #CotswoldOutdoor #THG

Steven Doherty has worked at Sky, Discovery, Standard Life and abrdn. He launched "Believe in Better" — a positioning line still running 18 years later. He helped land a three-year Andy Murray sponsorship deal. He delivered a multi-million pound global rebrand from a one-page CEO slide in under six months.

On paper, it looks like a career that went exactly to plan.

In this episode, we go past the paper version.

Steven talks about what it actually felt like to navigate a major public rebrand from the inside, why he took a career break after more than a decade in FTSE 100 financial services, and what the transition from leading large teams to running your own independent consultancy really looks like, the adjustment nobody warned him about.

We also get into the stuff he knows deeply, brand measurement, the agency vs in-house debate, where AI sits in brand strategy right now, and why the industry still hasn't cracked marketing effectiveness.

This is the version that didn't make the CV.

Still loading. Just like the rest of us.