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Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The shift from creation to curation to collaboration', David sits down with Zoe Scaman, Founder at Bodacious.

Zoe, self proclaimed 'Magpie', has made a living around understanding how brands can live in the modern world given the democratization of the Creator Tools now available.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Session details

Watch this thought-provoking session, where we will examine the vital role of Category Vision in unlocking growth. Our panel share insights on cross-pollinating macro-cultural forces, navigating adjacent category dynamics, understanding shifting consumer behaviors, and utilizing customer and retail intelligence.

We are not here to predict the future; we're here to challenge preconceptions, share real-world examples, and delve into the strategic imagination needed to redefine your category.

Discover how to define the future of your category, read the tea-leaves better than your competition, and widen the aperture of opportunity.
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Key takeaways

1. Category Vision looks 3-5 years into the future to define where a category is headed and a company's role within it.
2. It requires understanding consumer needs and dissatisfactions to identify opportunities for innovation that better meet those needs.  
3. Simplicity is key - the vision should be distilled into an elevator pitch and one page overview that is easy for all to understand.
4. Diversity of thought and collaboration across functions is important to develop the vision.
5. Successful visions are consumer-centric and adapt to changing consumer behaviors and market dynamics over time.
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Find out more about Category Vision and BeenThereDoneThat

Contact us if you have any further questions about this product, please get in touch: enquiry@beentheredonethat.co

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Speakers

Nikki Crumpton

Moderator

Chief Strategy Officer at BeenThereDoneThat

Nikki has had a career in the industry spanning over twenty five years. Previously she led Planning departments and held Global strategy roles in several major agencies. In recent years, she has driven the codification of Problem Definition, and within this is a huge believer in the value of collaboration and combining different kinds of thinkers. Nikki’s core strength is in finding a way to give Brands a story that connects with both organizations and their customers and consumers, and developing those stories that drive action and behaviour change against specific challenges. Complex stakeholder management and alignment are tasks she relishes and finding new and interesting ways to communicate with people by being channel agnostic and results focussed. And BeenThereDoneThat is where she’s found her place to pursue all of it.

‍Anup Shah

Panelist

Chief Operating Officer & General Manager at PLEZi Nutrition

Innovative brand leader with diverse experiences in marketing and general management for multinational CPG companies. Led the growth of multiple iconic billion-dollar brands through consumer driven innovation, award winning integrated marketing campaigns, and flawless go to market execution. Collaborative leader who builds high performing teams inspired to win in the marketplace. Crain’s notable marketing executives, Campaign Live 40 over 40, MMA Board member. Winner of 2 Cannes Lions, 3 Effies, 3 one show pencils. Passionate Brand Builder.

Laraine Miller

Panelist

President, Transformational Leader, Board Member, Innovator,, P&L Driver and Marketing Guru

General manager with a proven track record of growing highly successful brands, leading breakthrough launches and creating business turnarounds through her 20+ years of experience in consumer goods brand management across a range of categories.Laraine is recognized as a collaborative leader skilled at simplifying complex business issues and setting priorities in order to build successful, high-performing teams.A driven executive, marketer and leader, her experience spans both the Client and Agency sides of the business (Unilever, General Mills, Sterling Brands, Young & Rubicam) as well as leadership in smaller entrepreneurial ventures.Laraine has always had a passion for understanding consumer psychology and translates those insights into active problem-solving that benefit the top and bottom line.Laraine earned her MBA from Harvard Business School and her undergraduate degree from The University of Virginia.

Laraine has been awarded for Time 100 Most Influential Companies (TAZO) | Fast Company #2 Most Innovative Food Company (TAZO) | Unilever Compass (Pure Leaf $1Bn Milestone) | Unilever Compass (Breyers Turnaround) | Effie (Breyers Turnaround) | Nielsen Breakthrough Innovation of the Year (Breyers Gelato Indulgences) | General Mills Champions Award (Millsberry.com)

Christina Clarke

Panelist

CMO, Strategic Advisor and Consultant

Christina is an enterprise business leader with over 20+ years experience in fast-growing, high-achieving organizations with a track record of exceeding business goals and establishing sustainable results. Strategic leader who thrives on the opportunity to take complex problems, develop a clear strategy and create action to rally and connect the organization. Highly engaged and contributes to overall enterprise success with a focus on talent as an essential investment. Embraces people leadership with reputation of recruiting ​top talent, building teams and developing business leaders across functions. Leverages broad experiences across operations, marketing, restaurant and CPG industries to break down barriers and achieve new possibilities.

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Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'In a time of uncertainty there is only one thing that is certain', David sits down with John McMenamin, SVP of Partnerships at CMO Network Group Brand Innovators and Member of the BTDT Partner Network.

John discusses that with ever greater complexity comes the need for focus, and that the one thing companies need to focus on is People.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The Dance of AI for the CMO', David sits down with Tom Pugh, CMO.

Learn and Test. Test and Learn. Tom shares his thoughts on how CMOs can take the first steps as they start their journey with AI.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Is your CEO setting you up to win or lose in your CMO role?', David sits down with Mike Linton, serial CMO and host of the podcast CMO Confidential.

Mike believes that shifting the discussion from marketing budget to customer budget may well shift the chances you have of success in your organisation.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThereDoneThat WhereNext?" - a series by BeenThereDoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The red thread, the mortar between the bricks, the connective tissue: the role of the CMO has never been more important', David sits down with Alison Orsi, CMO, Board Advisor, NED, Consultant, Executive Coach and Member of the BTDT Partner Network.

Alison discusses how the opportunity for CMOs to map the customer journey across the business is, in fact, an opportunity to align everybody within the organization.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThere/DoneThat WhereNext?" - a series by BeenThere/DoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The Long and the Short of the challenges facing the Fashion/Beauty/Retail Industries', David sits down with Luke Williamson, Creative Director and Member of the BeenThere/DoneThat Partner Network.

Strategist, Creative and Content maker for the best brands on the High Street, Luke discusses the Industry's obsession with growth, the discount culture, and asks, at what cost? Is the current operating model sustainable when it comes to sustainability?

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThere/DoneThat WhereNext?" - a series by BeenThere/DoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'The best CEO's are the best storytellers'', David sits down with Tommy Wattimena, Chief of Great Foods and Giant People.

The experience he had growing up at Unilever made Tommy Wattimena believe that giving his customers and his employees a great experience was a great way to grow a successful business.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThere/DoneThat WhereNext?" - a series by BeenThere/DoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Is it time to abandon the CMO and embrace the CGO?', David sits down with Vivienne Hsu, Founder & CEO of LENDonate & Member of the BTDT Partner Network.

Vivienne discusses the evolved role and additional capabilities required of the CMO in order to achieve the top line growth results that the rest of the C-Suite are now demanding.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThere/DoneThat WhereNext?" - a series by BeenThere/DoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Has top of the funnel thinking gone down the drain?', David sits down with Ian Maskell, CMO and Member of the BeenThere/DoneThat Partner Network.

With 90% of content consumption on social media today, Ian discusses whether we have walked away from creating Byron Sharp ready Brands that will live tomorrow.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThere/DoneThat WhereNext?" - a series by BeenThere/DoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Own the problem, Own the solution', David sits down with Bronwyn Powell, CMO/CEO at the Australian Marketing Institute.

Bronwyn discusses with David that for CMOs facing the challenge of doing more with less, it has never been more important to slow down long enough to work out where you are going.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?

Welcome to another episode of "BeenThere/DoneThat WhereNext?" - a series by BeenThere/DoneThat, where our host and co-founder, David Alberts, delves into conversations with industry experts.

In this episode, 'Return on investment as a way of getting more investment', David sits down with Tony Holdway, CMO & Member of the BeenThere/DoneThat Partner Network.

Tony discusses how CMOs must set up the right investment models in order to build a case for justified and effective investment, not just for the short term but in the long term, too.

In each episode of this series, David poses three questions to his guests:

1. What’s the biggest challenge you are facing today?
2. In an ideal world, where do you imagine this could go?
3. What’s the first step you would take to get us to where we need to be?