Scratch: CMO Interviews
BookmarkRival
Scratch: CMO Interviews is a business podcast hosted by Rival. It has 114 episodes, with the latest published April 2026.
Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers?Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I
business ·en ·114 episodes
“The Apple of Toothbrushes”: How Suri is Disrupting the $10 Billion Oral Health Care Industry
“Listen Loudly”: How the World's Largest Credit Union Thinks Like a Challenger Brand
How Satisfy Built The Most Adored Brand In Running
How Brompton Built One of the Biggest Brands In Cycling
Inside Webflow’s Bet on an AI-Native Web and What That Means For CMOs
Rewriting The Sports Marketing Playbook: How Manors Is Becoming The Most Memorable Brand In Golf
Roots before Reach: YETI's Playbook To Building an Iconic Brand
From Cornwall to the World: How Finisterre’s community marketing strategy built a global brand
Inside Salesforce’s Marketing Machine: CMO Ariel Kelman on AI, Data, and the Future of Marketing
Ocean Bottle’s Secret to Scaling Impact With 2 Billion Plastic Bottles
How Barclays Adopts a Challenger Mindset to Innovate a 300-Year-Old Brand
The Secret Marketing Playbook Behind Burger King, Popeyes, & Tim Hortons
Scratch Special: How Baby Eric & Baby Jenna Survived Cannes 2025
How Peanut Built a Social Media Network for 5 Million+ Moms
Cracking the $128Bn Pet Market with the CMO of Petsafe Brands
Tubi's Marketing Playbook to Disrupt the $109Bn Global Streaming Market
How Midday Squares is Disrupting Big Chocolate using a Reality Show Model
How Polestar is Taking on EV Giants in a $785Bn Market
Building Intergenerational Brand Loyalty with the CMO of Consumer Reports
How Oddbox is Building UK’s Fastest-Growing Grocery Subscription
How ESL FACEIT Group Fuels the Largest Esports League on Earth
How Light Is Breaking Big Tech by Creating an Anti-Attention Smartphone
Major League Soccer’s Full-Funnel Blueprint for Converting Viewers to Fans
Standard Bank’s Marketing Playbook to Dominate South Africa’s $1.41Tn Finance Sector
How Investec Stays "Fresh" after 50 years with Challenger Thinking
How Tony’s Chocolonely Changed the $120Bn Chocolate Category
The BBC’s Blueprint for a Century of Brand Building With Its Chief Brand Officer
The Modern CMO’s Playbook to First-Party Data With the CEO of mParticle
How Boxraw Is Fighting Its Way to the Top of the $1.3Bn Global Boxing Market 🥊
170% YoY Growth: Bespoke Beauty Brands' Secret to Disrupting the Beauty Industry
The B2B Brand Playbook: Lessons From Paddle's Journey to Becoming a $1.4Bn Unicorn
How Hyrox is Becoming the Fastest-Growing Sport in a $6.73Bn Market
How Fever-Tree Became the Leader of the $9.5Bn Premium Mixers Category
The Truth Behind the World’s Biggest LGBTQ+ Brand with the SVP, Brand Marketing of Grindr
Creating Series-E Impact with a Pre-seed Budget with the CMO of Tomorrow.io
The $100Bn Secret for Marketing Chinese Brands with the Ex-CMO of Huawei & Didi
CMO of USA Pickleball on marketing the fastest-growing sport in a $65Bn category
Cracking the $45Bn Sports Nutrition Market with the CMO of Podium
Blending Brand & Performance in DTC with Bryant Garvin of Ozlo Sleep, Purple Mattress
How to Use AI to Disrupt the $50Bn Perfume Category with Noteworthy Scents
How Who Gives A Crap Disrupted The $31bn Toilet Paper Industry
Fuelling the Future: Unleashing the New Age of NASCAR Fandom
Calendly’s CMO - Marketing a $3 Billion SAAS product like a Pro
David vs Goliath - DuckDuckGo’s Marketing Strategies to Take on Google
The 10 Biggest Marketing Lessons From 100+ Leading CMOs | Scratch by Rival
1BN Views and Counting: WorldChaseTag’s Marketing Playbook for Disrupting the Sports World
Building One of the Fastest-Growing Challenger Brands in Personal Care with HereWeFlo
How Gymbox Delivers Massive Campaigns With Minimal Budgets
How Yonder Is Building a Challenger Credit Card to Crush AMEX
How Beavertown’s Creative Marketing Disrupted the Beer Market in the UK
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