Building Brand Advocacy Podcast

 

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The strongest brands aren’t built through ads. They’re built through people.

Featuring lessons from Lucy Aylen (Founder @ Never Fully Dressed), Marielle Wyse (Founder & Director @ WYSE London), Haeni Kim (Founder & Creative Director @ KITRI), Lucy Toone (Founder @ TOMM Jewellery), and Francesca Kelly (Co-Founder @ Soru Jewellery), this episode breaks down how modern brands win by putting real people at the center of their marketing.

Creators are more than marketing channels – they’re shaping culture, setting trends, and even launching products that outperform legacy brands.

This week, Paul welcomes Keith Bendes (Forbes Contributor, Creator Expert & VP of Strategy @ Linqia) to the podcast.

Having spent years advising global brands, Keith knows the most impactful ratio of brand-to-creator content, why “unsexy” industries actually need creators the most, and how smart brands are using a mix of CGC (Customer-Generated Content) & paid media to scale trust at speed.

Here’s the truth: You can’t buy real Advocacy. You have to earn it.

That’s exactly what Carol McEvoy (Head of Social, PR & Advocacy @ Symprove) has spent years perfecting.

From gut health to brand health, Carol and her team have built one of the most genuinely trusted communities in wellness. No shortcuts. No gimmicks. Just real people sharing real experiences – because they want to.

Your resident social media experts are here, deep diving on the most underrated tool in the modern social media toolkit – social search.

Right now, it’s the biggest missed opportunity you might not be talking about. 

This week, Verity meets with the expert on why & how we should be embracing social search – Beth Thomas (Director of Social @ Frankly | ex-TikTok, ex-Deliveroo & one of LinkedIn’s Top 25 Marketers to Watch).

What is the secret sauce to launching a brand that stands out, in new markets & established ones?

Connection. Creativity. Building Advocacy. 

Papier knows it. This week, Verity sits down with Holly Chapman (Head of Brand @ Papier) to uncover how she took the UK’s favourite stationary brand into the US market – and thrived.

Advocacy at scale is the future of fashion & beauty marketing. Video is how you get there. In 2025, consumers are demanding realness (but you already know that). 

For the last chat of 2024, Verity is joined by Victoria Blinova (Senior Strategic Partner Manager @ YouTube). Victoria unveils the tactical tips that turn creators into brand powerhouses, and struggling channels into into million-subscriber success stories.

Scaling fast can cost a brand what matters most… Your connection to community.

So, when a Founder cracks the code to growing both the bottom line & Brand Advocacy globally, learning from them becomes unmissable.

In a world of trends, viral moments, and short-term wins, Colette Laxton (Co-Founder @ The Inkey List) is openly calling BS on the pace of the beauty industry – and winning.

Social Commerce is more than a buzzword — it’s reshaping the way brands interact with their communities.

In the last of our live recordings from the Social Commerce Summit: Autumn Edition, Paul welcomes Cathriona Nolan (ex-SVP of Marketing, Brand & eCommerce @ Pomelo Fashion) and Yoann Chipotel (Partner @ Emplifi) to explore how Social Commerce drives Brand Advocacy. With Cathriona’s hands-on experience in building omnichannel, influencer-loved brands, and Yoann’s expertise in leveraging community content for global giants like Nike and H&M, this episode is packed with actionable insights for brand builders.

What’s more valuable than a brand that speaks candidly to its customers?

A brand that listens to them. 

In this live recording from the Social Commerce Summit: Autumn Edition, you’re brought an unfiltered conversation with four Brand Leaders – each with firsthand knowledge on growing through meaningful connection, realness, and a bold content strategy. Welcome Jimmy Charnock (Head of Community @ Represent), Sarah Ashwick (Communications & Advocacy Expert @ L’Oréal), Olly Hudson (CMO @ The JAQ Group), and Joe Marston (Founder @ Soar With Us) to the podcast.

Is there a formula for fashion brand success that goes beyond quality and design?

Community, collaboration, and unwavering focus on the customer. In comes KITRI – the cool girl, high-fashion brand you can actually afford. 

For this episode of the podcast, Verity sits down with Haeni Kim (Founder & Creative Director @ KITRI) to uncover the real story of building a beloved cult brand.

How do you actually stand out in fashion? 

You stand for something. No, really stand for something. 

That’s exactly what Beyond Yoga did. Almost 20 years later, the brand is still thriving. 

Paul is joined by Michelle Wahler (Co-Founder (& Former CEO) @ Beyond Yoga | ex-Levi Strauss & Co.) to share her co-founding story. 

When it comes to kindness, one thing is clear. Everyone could use more of it. 

Beekman 1802 is a brand built entirely for one purpose: making beauty kinder. And no, not in a jovial or solely ingredient-based sense. 

Join Paul as he digs into this deep dive on kindness as a pillar of Brand Advocacy, in conversation with Brad Farrell (Chief Marketing Officer @ Beekman 1802 | ex-Kiehl’s, ex-L’Oréal).

Here’s how you crack the content code to every. single. creator. approach.

Join Verity in welcoming Colby Wood (Global Social, Content & Community Manager @ Grown Alchemist | ex-Vieve, ex-L’Oréal) to this week’s episode of Building Brand Advocacy. Together, they unpack the playbook for global growth like Grown Alchemist’s.

Understanding your customer is one thing. Crafting content that actually resonates with them is another.

The cheat code to nailing this? 

Building for brands you would actually buy from. 

For this episode of Building Brand Advocacy, Verity is joined by Stefani O’Sullivan (Marketing Consultant and Head of Growth & Marketing @ Staud). It’s a conversation fashion marketers won’t want to tune out from, spanning all of today’s hottest industry topics.

People are the fuel that keeps brands going. Without them, you simply don’t have a brand. 

Join Verity in this episode of Building Brand Advocacy to hear from a Brand Builder who perfectly practices what Brand Advocacy marketing preaches. Lucy (Founder & CEO @ Tomm Jewellery) shares the importance of creating a community, the power of founder-led marketing, and the value of working with micro-influencers over the megas.

Abercrombie & Fitch are blazing trails in Brand Advocacy.

Having seen their shares grow 222% this year, compared to the fashion industry’s average of 12%, the brand is onto something. They’ve been busy leveraging the dynamism of Social Commerce and the authentic voices of their community to win. 

Join Paul & Verity LIVE from the Social Commerce Summit: New York, as they delve into Abercrombie’s remarkable transformation story with the team.

Social Commerce has evolved. Once simple shopping destinations have transformed into entirely new channels for brands to reach their consumers; to purchase, to take part in meaningful experiences, and to be entertained. 

The entire practice of marketing has to grow with this landscape.

Tune into this conversation, LIVE from the Social Commerce Summit: New York, to hear Paul tackle the tried-and-tested approaches to mastering this marketing synergy with some of beauty’s best.

Every brand has superfans; better known as your best Brand Advocates. They come in all sizes of influence – macro, micro, and nano – and often in the shape of your everyday customers. 

Join Paul & Verity LIVE from the Social Commerce Summit: New York 2024, at this dynamic intersection of influencer marketing, commerce, and community. They’re joined by marketing experts, Haley Schluter (Head of Consumer Engagement @ LVMH Perfumes & Cosmetics), Hannah Sheahan (Head of Social Content @ ELEMIS), and Bri Kennedy (Director of Integrated Marketing @ Maesa).

76% of consumers wish their favorite brand had a community. 77% would use an online community to purchase products directly.

So why, in 2024, do some brands continue to ignore the community opportunity?

For today’s episode of Building Brand Advocacy, Verity is joined by Lisa Galt (Lead Brand Advocacy Strategist @ Duel, ex-GM @ LuluLemon). Legend in Brand Advocacy spaces, Lisa shares the expertise gained from nearly a decade shaping brand communities and advising global names on their Advocacy strategies.

What does it take to energize a thriving community of superfans, in today’s Social Commerce era?

In this ‘Advocacy 101’ episode, you’re invited to dive back into Building Brand Advocacy’s best advice on the world of community. A compilation of insightful conversations and tactical advice from past episodes, the experts share exact strategies that have worked for nourishing their world-renowned brand communities.

For this episode of Building Brand Advocacy, Paul & Verity are joined by Fiona Macpherson (Head of Influencer Marketing @ Wild). Together, they explore the ever-evolving influencer landscape.

With almost 500k followers across social platforms, Wild has emerged as one of the fastest-growing brands in the UK. Fiona shares how influencer marketing became the brand’s growth engine, driving customer acquisition across new markets and platforms; all while effectively telling the brand's story. 

Industry leaders from Abercrombie & Fitch and LK Bennett join Paul & Verity for the last instalment of Building Brand Advocacy LIVE – straight from the stage of the Social Commerce Summit: London.

They uncover how their brands have cultivated superfans and monetized brand engagement, delving deep into the transformative power of community-driven storytelling and compelling brand narratives.

The beauty industry thrives at the cutting edge of Social Commerce and Brand Advocacy. It’s fast-moving, easily visual, and fully embraced by creators. 

Recognized by Forbes, Business Insider, Vogue, and Glossy as one of the most influential figures in the industry, Angelic is ex-Global Head of Marketing @ Alo Yoga, ex-Global Head of Social & Influencer @ Stitch Fix, and the Founder and CMO of Ave Advisory.

In this episode, Angelic shares her expertise on fostering thriving communities, even amidst lockdowns; revealing the secrets behind her success in nurturing a community of over 20,000 devoted members. From innovative approaches to engagement to the pivotal role of AI in shaping brand marketing strategies, Angelic offers invaluable insights that transcend conventional wisdom.

It’s not enough to keep up with trends in social media & Advocacy. It’s time to lead the way.

Today on the podcast, our co-host Verity is joined by social experts & Advocacy Advocates, Grace Andrews and Sian Pilkington. As the Marketing Director for Steven Bartlett & the Diary Of A CEO podcast, Grace knows successful branding inside and out. Expert in building fashion-focused communities, Sian is Senior Marketing Manager for Mint Velvet.

What’s the one thing every beauty brand should be doing on Amazon, that most don’t? 

For this empowering episode, Paul welcomes Renee Parker to the podcast – an expert in beauty on Amazon and Co-Founder of Invinci, an Amazon agency. 

In this detailed conversion, you’ll gain strategic insights, differentiation tactics, and essential steps to thrive in the Amazon landscape. 

Legacy fashion brands have plenty of gravitas. They are the industry’s titans. But what becomes of them when nostalgia can’t sustain relevancy?

Ana Andjelic knows. In this episode, Paul sits down with the aspiration Guru & Chief Brand Officer at ESPRIT, for a how-to on successfully rewriting brand DNA. Discover Ana’s expert take on transmuting traditional fashion rules, authentically tapping into creator culture, and why the future of fashion marketing lies in sociology. 

In today's world of seemingly infinite options, the beauty industry is presented with a unique challenge. With a multitude of beauty brands vying for attention, it's a daunting task to distinguish yourself and cultivate strong customer loyalty.

Join us for this short yet impactful ‘Brand Goals Breakdown’, where Paul hands the reins over to Verity Hurd, Duel’s Brand and Community Lead. Verity dives into the four pillars that have propelled e.l.f. to the pinnacle of the beauty loyalty game – with nearly 4 million members, and counting. 

As online traffic flows become untraditional, AI takes over, and the definition of ‘brand’ evolves, the quest for tech-led excellence has never been more crucial. Brands will stay brands, but how do they secure sustainable scaling on a rapidly changing digital frontier?

Right now, no brand stands out. Those set to win long-term will take the mediocre output AI produces, and make magic from it – adding a human-touch the fashion industry desperately needs to de-commoditize creative differentiation. 

No one is better equipped to share successful tactics to achieve this than today’s guest, Jennifer Roebuck – CMO at Metaversal, ex-CCO of Ted Baker, and ex-CMO of Sephora UK.

In this episode of Building Brand Advocacy, Paul is joined by Daisy Morris, Founder of The Selfhood. The queen of brands and community, Daisy drops a ton of invaluable insights as she shares a treasure trove of tactical nuggets. Discover the power of a strong creator or founder presence, delve into the distinction between an audience and a community and be enlightened by Daisy’s expertise and experience with notable brands like Ganni, Lazy Oaf, Glossier, Estrid and more.

In this episode of Building Brand Advocacy, Paul is joined by Tony Drockton, Founder and Chief Cheerleader of Hammitt, a luxury handbag brand based in Los Angeles, where his main responsibility is driving the brand upward and the company forward. Strangely, Tony started his career in construction, Founding companies such as Associated Roofers from 1992 - 1998, and then Branded Mortgage from 2006 - 2008!

With such a diverse and unique background, we can’t wait for you to hear this conversation!

In this episode of Building Brand Advocacy, Paul Archer is joined by Ivonne Kisner. They talk about how she successfully built Avocados From Mexico from scratch into one of the top brands with ninety per cent of the market share firmly in their grasp. They also dive into the essence of brand advocacy, how to deploy passion in communication, managing “nano influencers,” and so much more.

Ivonne is the Vice President of Marketing and Innovation and Head of Marketing for Avocados From Mexico. She is a keynote speaker on disruptive creativity and innovation and a board member of the American Marketing Association (AMA) and the Association of National Advertisers (ANA).

In this episode of Building Brand Advocacy, Paul Archer is joined by Tricia Mahoney. They talk about how to engage in brand development, the roles that models and photographers play in developing brand content, and the challenges and approaches of social media in this context.

Tricia Mahoney, CMO of Twisted X Global Brands, helps new businesses build their brands primarily using social media. She is currently Chief Marketing Officer for Twisted X Global Brands – home of Twisted X, Twisted X Work, Black Star Boots, Tamarindo Footwear, and CellSole. Her efforts include ongoing coverage in western and footwear publications as well as global awards for sustainability and leadership. She has published two books and is currently pitching her third book, a memoir titled Trust the Path, for literary representation.

In this episode of Building Brand Advocacy, Paul Archer is joined by Jim Davis. They discuss how brands can leverage traditional marketing ideas like catalogue marketing to focus brand authenticity on improving the customer experience for DTC models.

Jim is a customer obsessed omnichannel leader with extensive experience in delivering customer-focused strategies at global brands. He is the current Chief Customer Officer at Buck Mason. Before joining Buck Mason, he was the VP of Marketing and Sales at Omaha Steaks and the Global Omnichannel Marketing VP at Deckers Brand.

In this episode of Building Brand Advocacy, Paul Archer is joined by Barry Wolins. They discuss the creation of brands, factors that promote brand survival, and approaches and limitations around brand growth.

Barry Wolins is the CEO of Wolins Consulting. He consults for the surf and sports industries, specifically apparel range building, sourcing, and marketing. He is the executive advisor to South African Surfing Legends and an innovator and executive consultant to the High-Performance Surfing Academy in Durban, South Africa.

In this episode of Building Brand Advocacy, Paul Archer is joined by Jeremy Rusco. They discuss Jeremy’s brand-building strategy. Jeremy shares insights on how he has built the Dynamic Disc brand from scratch through a community of customers who have turned into die-hard fans and loyal followers of the brand.