エピソード

  • Smol but mighty: The CGO & CMO Fueling this £44M Disruptor in Homecare

    Smol but mighty: The CGO & CMO Fueling this £44M Disruptor in Homecare
    2025/06/18
    What’s the ACTUAL difference between a Chief Growth Officer and a Chief Marketing Officer,what do they do and why might a high-growth brand need both?BGH host Fiona Fitz has been in the industry for 25+ years, and believe it or not, these roles are relatively new, borrowed from the worlds of tech and e-commerce, pure plays. So we decided it was high time to investigate what exactly a chief growth officer does and how they work alongside a chief marketing officer.In this episode of Brand Growth Heroes, Fiona digs into that exact question with two of the most strategic minds behind one of the UK’s most successful DTC brands, smol. Neil Campbell is Chief Growth Officer, and Hilary Strong is Smol’s Chief Marketing Officer. Together, they break down how they work in tandem to scale a brand that’s grown to £44M in sales, without relying on traditional advertising or a big retail presence.Neil and Hilary explore how customer lifetime value, subscription retention, and channel strategy combine to build a high-repeat-rate, mission-led brand. They also discuss how Smol segments its audience, turns data into action, and balances performance marketing with long-term brand building.If you’ve ever wondered how to move from organic to scalable growth—or whether it’s time to bring in more senior commercial firepower to your team, this conversation will give you both the strategic context and the practical next steps. You’ll hear how Smol has built a brand so loved that customers travel across the country just to meet the team in person and why they’re still holding off on going big in retail despite the temptation.This episode is packed with real-world insight, actionable strategy, and a glimpse into what modern DTC growth leadership really looks like. Enjoy!Useful Links:smol websiteConnect with Neil CampbellConnect with Hilary StrongFollow smol on Instagram & FacebookA small favour: If this episode inspires you to think about new ways to drive business growth, please hit FOLLOW and even leave a review! This tiny gesture means the world to us and allows us to share these nuggets of insight and value with you more often. We see every new follower and read every review, so thank you in advance!=============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.
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    53 分
  • How People & Team Drive Tony Chocolonely's UK Growth

    How People & Team Drive Tony Chocolonely's UK Growth
    2025/06/11

    In this bite-sized Brand Growth Heroes SHORT episode, Ben Greensmith, Country Manager for the UK and Ireland of Tony’s Chocolonely, reveals:

    • Why out-of-home is Tony’s secret weapon
    • How their sales team of 30+ is structured to drive growth
    • A surprising revenue stream that’s doubling year on year

    If you want to gobble up even more insights, don’t forget to like, follow, or subscribe Brand Growth Heroes podcast — and if you're keen for full conversation between Fiona and Ben, you can find it in our catalogue (December 2024.

    #BrandGrowthHeroes #TonysChocolonely #FMCG #ChallengerBrand #MKJIgnite #Recruitment #HR #GoldenNuggets

    This BGH SHORT is hand-picked by FMCG recruitment pros MKJ Ignite.


    Over the past few years, I’ve become increasingly frustrated at just how HARD it is for founders to find the right people for their business.

    • There are fewer applicants than there used to be for roles in sales and marketing in CPG businesses
    • It's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.
    • And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.

    It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they’ve learned when it all goes wrong.

    So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Freja Bone Broth, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.

    And as a result....BGH SHORTS: The People Series was born!

    • Short 5 min episodes.
    • Golden nuggets.
    • Actionable insights

    Every 2 weeks, we’ll drop a new 5-minute clip - so don't forget to HIT FOLLOW!

    Because your business is only as strong as your team.

    It really shouldn’t be this hard — but it is.

    So let’s make it a little easier! If you're wondering whether or not you need help with your recruitment, or would like to ask for some advice, you can book a no-obligation call with Billy - or anyone on the team -

    here!

    Connect with Billy Maddock on LinkedIn

    Connect with Immy Southwell on LinkedIn

    Connect with Paul Jones on LinkedIn

    Follow MKJ Ignite on Instagram

    Connect with MKJ Ignite on LinkedIn
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    7 分
  • Gut Instinct: Biotiful’s CMO on Building the Brand That Recently Sold to Müller £115M+++

    Gut Instinct: Biotiful’s CMO on Building the Brand That Recently Sold to Müller £115M+++
    2025/06/04
    In this latest Brand Growth Heroes podcast episode, we’re talking all things gut health, consumer trends, and brand-building at scale with Vince Lawson, CMO of Biotiful Gut Health, the #1 kefir brand in the UK - recently bought by MULLER!Launched initially as Biotiful Kefir, the brand has undergone a bold transformation to become the go-to name in natural gut health, and the results speak for themselves, with nearly £90M in retail sales pre sale to Muller.Biotiful Gut Health, was founded by Natasha Bowes in 2012 with a mission to bring ancient Kefir recipes to the UK market. The business has grown rapidly over that period and is now the leading UK gut health brand in the diary sector covering a wide range of kefir related products in drinks, yogurts and other sectors, delivering on Natasha’s vision of improving the gut health of the UK and the world by using natural ingredients.As CMO, Vince Lawson takes us inside the engine room of Biotiful, from leading product innovation and marketing to building a category-defining brand in one of the most competitive spaces in food and beverage. We unpack how Biotiful stays ahead of the curve with clean protein innovation, food-to-go formats, and ambient gut health boosters—and how a marketing team can become the engine of cross-functional growth.This episode is packed with real insight on how consumer needs, product development, and commercial success intersect in a scaling brand.And... in fact, our very own podcast sponsor, Joelson, the leading London law firm, was the sole advisor on the successful recent sale of the business to Müller (“Müller”)! Müller is one of the global leaders in dairy products and has identified functional health as a key driver for growth in the dairy segment of the market in which it is not currently active.The Joelson team, led by Phil Hails-Smith (Partner) with support from Emma Vantine (Associate), Georgia Edmondson (Solicitor) and Katie Braddell (Solicitor).Natasha Bowes, Founder of Biotiful, commented:“It was such a pleasure working with the team at Joelson on this transaction and over the last few years. A huge thank you to Phil and his fantastic team – they have guided me though every step of this transaction. Their reputation in the consumer space is well deserved and I would highly recommend Joelson to any founders in the consumer space who need legal support on any form of transaction.”Phil Hails-Smith, Partner at Joelson added:“Congratulations to Natasha on this transaction. We pride ourselves on being the market leading corporate firm for founders. We are so delighted to have worked with a pioneering female founder who has developed an era defining brand and category based on a clear mission and vision to improve the gut health of their consumers. It’s been a privilege to work with Natasha and her team and I’m sure that Biotiful will go from strength to strength with its new owners.”=============================================================A small favour: If this episode inspires you to think about new ways to drive business growth, please hit FOLLOW and even leave a review! This tiny gesture means the world to us and allows us to share these nuggets of insight and value with you more often. We see every new follower and read every review, so thank you in advance!=============================================================Useful Links:Connect with Vince Lawson on LinkedInConnect with Biotiful on LinkedInhttps://biotifulguthealth.com/ https://biotifulguthealth.com/https://www.instagram.com/biotiful_gut_health/https://www.facebook.com/biotifulguthealth=============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here...
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    37 分
  • Freja Bone Broth: The Right Investors + The Right Team + The Golden Ratio

    Freja Bone Broth: The Right Investors + The Right Team + The Golden Ratio
    2025/05/28

    Because your business is only as strong as your team - it really shouldn’t be this hard — but it is...So let’s make it a little easier!

    Over the past few years, I’ve become increasingly frustrated at just how HARD it is for founders to find the right people for their business.

    • There are fewer applicants than there used to be for roles in sales and marketing in CPG businesses
    • It's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.
    • And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.

    It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they’ve learned when it all goes wrong.

    So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Freja Bone Broth, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.

    And as a result....BGH SHORTS: The People Series was born!

    • Short 5 min episodes.
    • Golden nuggets.
    • Actionable insights

    Every 2 weeks, we’ll drop a new 5-minute clip - so don't forget to HIT FOLLOW!


    If you're wondering whether or not you need help with your recruitment, or would like to ask for some advice, you can book a no-obligation call with Billy - or anyone on the team - here!

    Connect with Billy Maddock on LinkedIn

    Connect with Immy Southwell on LinkedIn

    Connect with Paul Jones on LinkedIn

    Follow MKJ Ignite on Instagram

    Connect with MKJ Ignite on LinkedIn
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    8 分
  • Matcha Millions: How Perfect Ted has scaled to £30+ Million

    Matcha Millions: How Perfect Ted has scaled to £30+ Million
    2025/05/21
    If you’ve ever wondered how to transform a niche idea into a mainstream success, this episode is for you.In this special live recording, host Fiona Fitz heads to London to catch up with two friends from the Perfect Ted team: Marisa Poster, one of the brand’s three co-founders, and Shani Higgs, their brilliant Head of Sales.Since their last appearance on Brand Growth Heroes, Perfect Ted has seen phenomenal growth, hitting a revenue run rate of nearly £40 million. And they’re just getting started.In this latest episode, Fiona dives into the strategies behind Perfect Ted’s rise—from cracking the UK mass market with matcha, to becoming one of the top five importers of matcha globally. Listeners will also hear about their recent global partnership with Oatly, the launch of their new flavoured matcha latte in a can, and what it really takes to scale a challenger brand at speed.Marisa and Shani also share fresh insights from their recent trip to Japan, what it’s like growing a fast-moving team, and the biggest lessons they’ve learned along the way. You’ll get the entire scoop.Stay tuned until the end. Fiona shares about her visit to Perfect Ted’s new offices, located in none other than Steven Bartlett’s HQ!Useful Links:Connect with Marisa on LinkedIn https://www.linkedin.com/in/marisa-poster/Connect With Shani on LinkedInConnect with Perfect Ted on LinkedInPerfect Ted websitePerfect Ted Instagram=============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A tiny favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us, and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS.
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    41 分
  • Co-founder of Wild Deo Freddy Ward on Success

    Co-founder of Wild Deo Freddy Ward on Success
    2025/05/14

    What kind of career helps to make a great future entrepreneur? In this week's Golden Nugget, you can hear all about the career trajectory of Freddy Ward, co-founder of Wild Deo, before he took the leap into 'founderdom'.

    With it's recent sale to Unilver for a reported £235M, Freddy and Charlie Bowes-Lyons certainly had what it took to build a business that scaled to £60M pre-sale.

    Thanks again to MKJ Ignite for bringing us BGH SHORTS: The People Series!

    Over the past few years, I’ve become increasingly frustrated at just how HARD it is for founders to find the right people for their business.

    • There are fewer applicants than there used to be for roles in sales and marketing in CPG businesses
    • It's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.
    • And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.

    It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they’ve learned when it all goes wrong.

    So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.

    And as a result....BGH SHORTS: The People Series was born!

    • Short 5 min episodes.
    • Golden nuggets.
    • Actionable insights

    Every 2 weeks, we’ll drop a new 5-minute clip - so don't forget to HIT FOLLOW!

    Because your business is only as strong as your team.

    It really shouldn’t be this hard — but it is.

    So let’s make it a little easier!

    If you're wondering whether or not you need help with your recruitment, or would like to ask for some advice, you can book a no-obligation call with Billy - or anyone on the team - here!

    Connect with Billy Maddock on LinkedIn

    Connect with Immy Southwell on LinkedIn

    Connect with Paul Jones on LinkedIn

    Follow MKJ Ignite on Instagram

    Connect with MKJ Ignite on LinkedIn


    Have a listen and don't forget to hit FOLLOW so you can collect all the tips, stories, and real-world advice to lighten the load.

    Thanks again to MKJ Ignite for bringing us BGH SHORTS: The People Series

    #brandgrowthheroes #mkjignite #people #foundergrowth #leadership #scaling #foodanddrink #consumerbrands #startuplife
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    6 分
  • Why Multi-Million Pound Supplements Brand Tonic Health is Leading with CONTENT

    Why Multi-Million Pound Supplements Brand Tonic Health is Leading with CONTENT
    2025/05/07
    What if the best way to grow your brand wasn't just about selling, but about educating, empowering, and building real trust with your audience?In this latest episode of Brand Growth Heroes, Fiona Fitz is joined by Sunna van Kampen, the founder of Tonic Health, the UK’s fastest-growing vitamin brand. With a run rate of £6M and growing exponentially, Tonic Health is revolutionising the supplement industry, calling out low-dose, sugar-laden vitamins and replacing them with high-potency, plant-based alternatives that actually work.But here’s what’s really fascinating: Sunna didn’t just build a vitamin business, he has built a content machine that has amassed millions of followers on Instagram and TikTok, regularly hitting 50M+ organic views per month. His short, sharp, educational videos don’t just sell vitamins; they get people talking, thinking, and making better health choices.In this conversation, Sunna reveals:*How he built a market-leading brand from scratch (despite launching just as COVID shut down retail).*The power of content-first brand building—and why he ignored investors who told him to stop.*The myths and misinformation in the vitamin industry—and why most supplements don’t work.*What’s next for Tonic Health as they scale at lightning speed?- Tune in, take notes, and get ready to rethink everything you thought you knew about vitamins, content, and brand growth. Useful links:Tonic Health WebsiteConnect with Sunna on LinkedInConnect with Tonic Health on LinkedInInstagram=============================================================Thanks to Brand Growth Heroes’ podcast sponsor - Joelson, the commercial law firm=============================================================If you're a founder, you already know how much of your energy goes into building the perfect product, creating standout branding and connecting with your consumers.But don’t forget that scaling a CPG business also comes with a maze of legal complexities that can make or break your business journey. From contracts, term sheets and regulatory compliance to protecting your brand's intellectual property as you expand, it's essential to get it right.And that starts with the right legal partner.So we're thrilled to introduce Joelson, a leading commercial law firm that specialises in guiding the founders of scaling CPG brands, as Brand Growth Heroes' sponsor.With long-term relationships with clients like Little Moons, Trip, Eat Natural, Bear Graze, and Pulsin, Joelson is also famous for advising the innocent founders in their landmark sale to Coca-Cola! As a female team, we are especially impressed by Joelson's commitment to championing female founders in CPG.Not many law firms are also BCorps, nor do they specialise in helping founders navigate the legal challenges of scaling without stifling the creativity and momentum that got you here in the first place. So thanks, Joelson—we’re delighted to have you on board.If you'd like to get in touch to find out more, why don't you drop them a line at hello@joelsonlaw.com!==============================================A BIG/SMALL favour: If this episode inspires you to think about new ways to drive business growth, please could you click FOLLOW or SUBSCRIBE on your favourite podcast app and leave a review?This small gesture from you means the world to us and allows us to share these nuggets of insight and value with you more often.You won’t want to miss the next episode, in which Fiona Fitz talks with another successful founder of a challenger brand who shares more valuable insights into driving growth.Please don't hesitate to join our Brand Growth Heroes community to stay updated with captivating stories and learnings from your beloved brands on their path to success!Follow us on our Brand Growth Heroes socials: LinkedIn, Facebook, Instagram and YouTube.Thanks to our Sound Engineer, Gyp Buggane, Ballagroove.com and podcast producer/content creator, Kathryn Watts, Social KEWS. (04:12) - Fiona - Tonic Health - Audio - Main.1
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    51 分
  • Golden Nugget: Why Founders Must Convince People To Do Unreasonable Sh1t! (David Lester, Olipop)

    Golden Nugget: Why Founders Must Convince People To Do Unreasonable Sh1t! (David Lester, Olipop)
    2025/05/01

    Over the past few years, I’ve become increasingly frustrated at just how HARD it is for founders to find the right people for their business.

    • There are fewer applicants than there used to be for roles in sales and marketing in CPG businesses
    • It's even tougher to find that magic mix of mindset, experience and soft skills— as well as someone who genuinely fits your culture and values.
    • And the process? It's a lot: search, connect, schedule, first interviews, follow-ups, feedback loops — all while juggling a scaling business — and you STILL might not end up with the right person.

    It struck me that so many of the incredible guests on Brand Growth Heroes have shared absolute gold when it comes to building teams — how they hire, how they lead, and what they’ve learned when it all goes wrong.

    So the brilliant crew at MKJ Ignite - Billy, Paul and Immy, have gone through the Brand Growth Heroes archives and handpicked some snippets from the founders of your favourite challenger brands (think Olipop, Child's Farm, Perfect Ted and Tony's Chocolonely), pulling out the best people insights.

    And as a result....BGH SHORTS: The People Series was born!

    • Short 5 min episodes.
    • Golden nuggets.
    • Actionable insights

    Every 2 weeks, we’ll drop a new 5-minute clip - so don't forget to HIT FOLLOW!

    Because your business is only as strong as your team.

    It really shouldn’t be this hard — but it is.

    So let’s make it a little easier!

    👋 If you're wondering whether or not you need help with your recruitment, or would like to ask for some advice, you can book a no-obligation call with Billy - or anyone on the team - here!

    Connect with Billy Maddock on Linkedin

    Connect with Immy Southwell on Linkedin

    Connect with Paul Jones on Linkedin


    Follow MKJ Ignite on Instagram

    Connect with MKJ Ignite on Linkedin


    Have a listen and don't forget to hit FOLLOW so you can collect all the tips, stories, and real-world advice to lighten the load.

    Thanks again to MKJ Ignite for bringing us BGH SHORTS: The People Series

    #brandgrowthheroes #mkjignite #people #foundergrowth #leadership #scaling #foodanddrink #consumerbrands #startuplife
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    9 分