122. What does it take to go global in the age of attention? Lee Nelson, Head of Marketing & Communications at DHL eCommerce

What does it take to market in a world where attention is the most valuable currency?In this episode of Marketing Masterclass, Lee Nelson, Head of Marketing & Communications at DHL eCommerce, shares with Jon how DHL is helping small businesses grow beyond their borders and compete on a global stage.Lee reflects on her journey into marketing, from handing out Red Bull as a student to leading global marketing, and how her role today is focused on positioning DHL as a partner for cross-border growth.The conversation also explores the reality of modern marketing, from social media and the attention economy to the importance of being useful rather than just visible, as well as leadership, purpose, and why being human matters more than ever.