If you missed our latest Digital Superchats e-Event on Organic Search Strategy & Performance; Good news, the official video recording is now available to watch! Simply book your event ticket (£99), and you will receive the official recording to own!
Talk 1. Marketing During the AI Boom and Beyond
Malcolm Slade, Performance Director at HUB
Talk 2. How AI is Reshaping Search & What to do Next
Dave Peiris, Head of SEO at Propellernet
Talk 3. Brand Signals will Decide your Visibility in AI-Powered Search – Where to Focus
James Brockbank, Managing Director & Founder at Digitaloft
Talk 4. AI-Oh no, My SERP Has Changed!
Alex Nayler, Content Strategy Manager at Connective3
The official video recording is 104 minutes in duration and was hosted on Tuesday 9th September 2025. The online session was e-attended by 100+ senior delegates from some of Europe’s biggest consumer brands.
We catch-up with Stephen Kenwright, and find out about how accidently stumbled into a career in digital marketing, his non-negotiables for being a dad, and what he believes is the biggest opportunity for digital marketers in 2025/2026.
How did you enter a career in digital marketing?
Accidentally. When I want to sound good, I tell people that I have 7 A Levels and a Masters degree in Shakespeare and Renaissance Literature…all of which is true, but I have the extra A Levels because I changed my mind about what I wanted to study at university and I have the Masters degree because I had no idea what I wanted to do when I graduated, so I entered the marketing workforce 2 years older than most are.
While studying for my MA, two very lucky things happened: I met my now wife; and I freelanced as a copywriter, primarily for a small integrated agency that ended up offering me a job when I’d finished studying. The first time I really knew about marketing was when I’d started working in it.
I wake up at 5:30-6am…because my little boy wakes me up. I’m a morning person, so I get up with him most days. It means I don’t have much chance to think about work until I’ve dropped him at school or set off to visit a client.
Since COVID, I have dinner with my family if I’m working from home (and I rarely open the laptop again). If I’m out, I make an effort to make it back before my little boy’s bedtime (my wife and I take it in turns, but I try to see him before he goes to sleep, even if my wife is putting him to bed).
These routines have been in place since the start of the pandemic (so even at Rise at Seven, which grew as quickly as any marketing agency has, I “worked” between 8am-6pm and wouldn’t usually open my laptop otherwise).
Since leaving Rise at Seven, I’ve started exercising, which has become a non-negotiable: I lift weights 3-5 times per week and, sometimes, even do some cardio.
What is your favourite Podcast & Book in 2025?
The podcasts I’ve followed for the past 5+ years have been 2Bobs and Lucy Mann’s Small Spark Theory; more recently it’s been Michael Lewis’ Against the Rules and Malcolm Gladwell’s Revisionist History too. I generally listen to podcasts while I’m driving.
I like “inside story” books, with recent favourites being Selling Sexy: Victoria’s Secret and the Unravelling of an American Icon (Lauren Sherman and Chantal Fernandez); Going Infinite (Michael Lewis’ book about FTX) and Character Limit: How Elon Musk Destroyed Twitter (Kate Conger and Ryan Mac).
I’ll listen to and read other books too, but these are the ones I’ll do in a sitting or two.
What’s your favourite inspirational quote?
I have a few saved in my Google Keep because they tend to rattle around in my head as reasons for doing what I do:
“Boasting is what a boy does, because he has no real effect in the world. But the tradesman must reckon with the infallible judgement of reality, where one’s failures or shortcomings cannot be interpreted away.” – Matthew Crawford
“Do it for the reason that I do it. Do it to prove that you’re the best. Do it to prove that you follow no one.” – Kenny Omega
Fun fact about you?
My standard “fun fact” for when I’m forced to share one: I have a Blue Peter badge, which I won for a picture I painted of the 1966 World Cup Final. I have never seen the match and, even now, I could probably only name 3 of the players.
What’s your proudest professional achievement to-date?
One of the wonderful things about being in the advisory business is that I get to draw on many things I’ve done that I’m proud of. So I could say “my body of work as a whole”, but generally I think about: standing on the massive SearchLeeds stage in front of thousands of people at the first direct arena like a rockstar, knowing we put that conference on; walking the red carpet on the Sunset Strip in Hollywood for the Clio Awards in 2021 with Rise at Seven; and, if I’m feeling self indulgent, the financial performance and generally constant dopamine hits of Rise at Seven at its height.
What’s your favourite movie of all time?
The Matrix Trilogy (particularly The Matrix Reloaded). Also the Lord of the Rings Trilogy. If I’m not allowed a trilogy, then The Mummy (1999).
What 1 thing would you tell your younger self?
Leave people better off than when you met them. I am well aware of the (comparatively few) people for whom I’ve failed to live up to this and I’d love to have been reminded to do it right.
What’s the biggest opportunity for digital marketers in 2025/2026
Relatively few marketers seem to have noticed that social media has been replacing search engines for a long time. Not just TikTok, which we do hear about…but the views and engagement YouTube is achieving vs. Google Search is just night and day. Also Pinterest, Reddit, Quora, Instagram…
What’s your favourite meal to cook at home?
Two meals are on the rotation every week: peanut noodles (made with former Riser Thierry Ngutegure’s Mother Nutter peanut butter)…
and French dip baguettes (basically a ribeye steak sandwich with a French onion dip).
PODCAST VERSION
This edition with Stephen Kenwright is now available on Spotify, Apple Podcasts and YouTube.
About Stephen…
Stephen is a non-executive director and consultant for marketing agencies. He founded SEARCH-FIRST creative agency Rise at Seven in 2019 and served as Chief Commercial Officer, growing annual revenues to more than £7m; hiring 110 staff; opening offices in Sheffield, Manchester, London and New York; and winning more than 70 industry awards – about one every two weeks – before exiting after three years.
Stephen held board positions at £15m turnover/200-strong content production agency Ride Shotgun; digital marketing agency Branded3, which he helped to merge into £22m/250-strong data business Edit after its acquisition; and served on the Edit board as Sales and Marketing Director. He was also Head of Digital at £4.7bn turnover automotive retailer Pendragon PLC.
He’s delivered talks on more than 100 stages in 10 countries and founded SearchLeeds, a digital marketing conference that attracted more than 2,000 delegates to the first direct arena in its most recent edition. He’s one of Business Insider’s 42 Under 42 and The Drum once turned him into a Top Trump card. Connect with Stephen on LinkedIn | Stephen’s Weekly Newsletter
We catch-up with Cedarwood Digital’s Director – Head of Organic Media, Amanda Walls, and find out about her love for long walks with Ted (her Golden Retriever), Tom Petty’s inspiration, Speaking in Saigon, and what advice she’d give her younger self…
How did you enter a career in digital marketing?
I studied an undergraduate degree in Journalism back home in Melbourne when I was first introduced into digital marketing and then went back to do a masters in global communications which introduced me to online marketing.
After a period of travelling I took a content job at an agency in Manchester (a job I nearly didn’t get because my application went into their spam folder!) and worked my way up from there!
I tend to watch re-runs of my favourite TV shows, historical documentaries or concerts, go for a run or take Ted my golden retriever for a long walk.
What is your favourite Podcast & Book in 2025?
I run to something easy listening like the “Girls Next Level” or “Political Currency” podcasts. My favourite book this year was Mike Campbell’s Memoir “Heartbreaker”
What’s your favourite inspirational quote?
“Most things I worry about never happen anyway” – Tom Petty / “It may be rainin’, but there’s a rainbow above you” – Glenn Frey/Don Henley
Fun fact about you?
I spent three years training at Australia’s leading television and musical theatre academy while I was at school (but didn’t pursue it as a career)
What’s your proudest professional achievement to-date?
Speaking at the SEO Mastery Summit in Saigon, would love to do more talks in Asia!
What’s your favourite TV series (via any network) of all time?
Battlestar Galactica (2004 TV Series)
What 1 thing would you tell your younger self?
Buy more property early on – invest and generate passive income.
What’s the biggest opportunity for digital marketers in 2025/2026
I think Google Advertising is going to grow substantially this year as the organic market gets squeezed – there’s opportunity for forward-thinking Ads agencies to capitalise.
What’s your favourite holiday destination?
Singapore, Thailand or Indonesia. Closer to home – Corsica.
PODCAST VERSION
This edition with Amanda Walls is now available on Spotify, Apple Podcasts and YouTube.
About Amanda…
Amanda Walls is the founder and Director of Cedarwood Digital, an award-winning Digital Marketing agency specialising in SEO, PPC and Digital PR.
With 15 years of Digital Marketing experience under her belt, Amanda founded Cedarwood Digital eight years ago which was recently named Best Small Integrated Agency, PPC Agency & SEO Agency at the European Search Awards and Best Small PPC Agency, Integrated Agency and SEO Agency (Silver) at the UK Search Awards.
Her talks and digital expertise have been showcased at events including 4x Brighton SEO, Digital Marketing Europe, SEO Mastery Summit, SEO Estonia, Digital DNA, MissingLink LIVE and Sheffield DM. In addition to speaking, Amanda has previously contributed to Forbes, Search Engine Watch, MOZ, Ahrefs, Majestic SEO and many more, discussing topics around SEO, Digital PR and general business. Connect with Amanda on LinkedIn.
In our latest “offline” edition, we catch-up with Sainsbury’s Head of SEO & UGC, Dan Patmore, and find out about his love for movies, music, how he’s embracing AI in 2025 and some great advice on mental health…
How did you enter a career in SEO?
My first experience of SEO came when in 2003 when I unintentionally ended up in a digital role for a hotel company. It was back when digital roles had an “e” in front of them, and I spent a lot of time explaining to people that I didn’t work in IT. I got a chance to do everything from writing copy to affiliates and dealing with developers, I learned a lot in a short time.
I am a man of many interests and 3 kids, so, watching or going to sports events, movies, reading, playing music or going to gigs and various nerdy things like DnD.
What is your favourite Podcast/Book in 2025?
Not from this year, but favourite book I have read so far this year is Happy by Derren Brown, or volume 1 of the graphic novel Die.
What’s your favourite inspirational quote?
“Whatever you can do, or dream you can do, begin it. Boldness has genius, power, and magic in it. Begin it now.” Goethe
“I was put on this earth to achieve a certain number of things and right now I am so far behind, I am never going to die”. Calvin
Fun fact about you?
The best paying (musical) gig I ever had, was being paid to perform music in a train station and shop doorway by Northampton Town Council.
What’s your proudest professional achievement to-date?
A major migration project that started in 2015, with the main release in 2017. I learned more in that period than any other in my career.
What is your favourite movie of all time?
The Lion King. Followed by Jurassic Park, Karate Kid and Back to the Future.
What 1 thing would you tell your younger self?
You aren’t supposed to feel as bad as you do, go to a doctor and talk to them about clinical depression.
How are you embracing AI in 2025?
I’m using it a lot to enhance the papers I write, save me time figuring out formulas and doing basic analysis. I am also spending a lot of time exploring what could be done with it at scale to stay organically visible
What is your favourite biscuit or chocolate bar?
Chocolate Digestives. Less fancy than the epic chocolate Hob Nob, but always there for you.
About Dan…
Dan Patmore has completed 41 sun laps and has spent 22 of them working in Digital and Marketing, firstly in the Travel sector and then Retail, where he has majored in Search for 15 years, firstly in PPC and then in SEO.
He currently works for Sainsbury’s across all their retail brands, where he has completed more website migrations than he cares to admit but is still enthusiastic about Digital and the future.
For the last 4 years he has also had the privilege of leading User Generated Content and is a generally considered a nuisance. He needs regular fresh air, likes biscuits, tea and red wine. He lives with his wife, 3 children, 3 cats and a fluctuating number of pet rats (15 at time of writing). Connect with Dan on LinkedIn
In our latest “offline” edition, we catch-up with CVS Group’s Director of Marketing & Ecommerce, Susie Barker, and find out about her love for cooking, Oasis, RuPaul’s influence, and how she’s embracing AI to drive efficiency and much more…
How did you enter a career in digital marketing?
I started my marketing career in print! I specialised in direct response advertising before making the move into digital, where I began my first role in digital content. That then expanded into SEO, CRO, DX and performance media, leading into my current role a director of marketing and ecommerce, which encompasses everything across digital and non-digital disciplines.
The broad experience across my career I believe gives me a balanced view of any marketing problem we need to solve.
How do you switch off?
It takes me a while to switch off, but when I do, it usually revolves around food, be it cooking, eating in fun restaurants or reading cookbooks.
At last count I think I might have about 250.
What is your favourite Podcast/Book in 2025?
Butter by Asako Yuzuki, a brilliant novel, centred around food, the patriarchy and body image, with a sprinkle of murder. Perfect.
Podcast wise, you can’t beat Ed Gamble and James Acaster’s Off Menu.
What’s your favourite inspirational quote?
“The whole point is to live life and be – to use all the colours in the crayon box.” By RuPaul, who I adore. Life offers so many opportunities to meet different people, and live different experiences and it’s important we engage and interact and embrace diversity, I would hate to have experienced my life from only one viewpoint.
What’s your proudest professional achievement to-date?
This wasn’t “just” a website migration, this was a digital transformation which reengineered the systems that run the ecommerce experience for the business. My team pulled out all of the stops and were focussed to delivering a key enabler for our future ambitions.
Fun fact about you?
Food related, for 10 years I co-ran Leed’s most popular secret supperclub, Dinner at the Manor.
Across that time, I reckon we cooked approx 2000 8 course meals!
What is your favourite music album of all time?
That’s a tough one, and I really couldn’t choose one, but top ones include Definitely Maybe by Oasis, The Colour and the Shape by Foo Fighters and more recently Sam Fender’s Seventeen Going Under.
What 1 thing would you tell your younger self?
Have confidence in your own abilities but also, it’s ok to ask for help!
How are you embracing AI in 2025?
I’m using it to help me structure my thinking and make me more efficient at planning my own time.
Work wise, same – there are a number of ways AI could help my teams be more efficient and allow them to be focussed on the fun, problem solving elements of their role.
Where is your favourite holiday destination?
Anyway, with sun, great food and a chance to wind down a read a good book. That being said, I’m not doing any of that this year and taking my daughter to Disney World for 2 weeks!
Susie Barker is a marketing leader with over 15 years of experience in digital transformation, brand strategy, marketing and ecommerce.
Currently, she is Director of Marketing and Ecommerce at CVS Group, overseeing transformation projects, digital growth initiatives, brand and customer experience enhancements for a range of pet care and veterinary services, most recently for Animed.
Previously, Susie held senior roles at First Direct and Provident Financial, where she focused on improving digital engagement and driving revenue. She is passionate about leading high-performing teams and delivering impactful results. Connect with Susie on LinkedIn
In our 8th “offline” edition, we catch-up with Clothes2order’s Marketing Director, Simon Turner, and find out about his love for trail running, history, Arctic Monkeys, and how he’s embracing AI and much more…
Why did you move into a career in marketing?
After completing a History degree I had no idea what I wanted to do. I took some time out, worked as a chef, travelled a bit…. and still had no clue. I was living with my friend who was working in SEO. After about 6 months I didn’t really understand what he did so had a proper chat with him about it – and it sounded awesome.
I’d always enjoyed writing and had thought about copywriting as a career, but had struggled to find the right application for it. I started my own website and once I saw traffic coming into the analytics reports I was hooked.
How do you switch off?
Running is my quiet place. Hitting the trails before or after work gives me a bit of me time between work and a young family.
Getting into nature can provide the switch off, but conversely it’s also where I do most of my thinking.
What is your favourite “Podcast and Book” in 2025?
The Rest is History is my favourite Podcast of the year. I should probably say a marketing or business one, but I’ve really enjoyed rediscovering my love of history. Something I’ve found over the last few years is that being more rounded is helpful for me so I’ve enjoyed picking up some other interests!
What’s your favourite inspirational quote OR Mantra when things get tough?
“You have power over your mind – not outside events. Realise this and you will find strength”.
This and other Stoic philosophy has seen me through a lot. Once you quieten out what you can’t control it reduces fear and provides focus.
Fun fact about you?
I didn’t start running until I was 36. In the four years since I’ve run x2 marathons and x2 ultra marathons, plus started a run club for marketers. Talk about a mid life crisis!
What’s your proudest professional achievement to-date?
Probably how we pulled Clothes2order through a very tough Covid. We largely sell into businesses for uniforms and events, so the majority of our client base were shut and cutting costs.
We pivoted quickly and launched a partnership with Alder Hey Childrens Hospital to use our factory to print face coverings. In a few months we launched a brand, pivoted our operations and kept enough business coming through to get the business through, plus raised over £100k for Alder Hey in the process.
What is your favourite music album of all time?
As I’m originally from Sheffield I think I’ll have to go with Arctic Monkeys, Whatever People Say I am, That’s What I’m Not
What 1 thing would you tell your younger self?
To have confidence in yourself, say yes and figure things out – good things will happen.
How are you embracing AI in 2025?
As much as I can. We all know this is a monumental shift, but trying not to be overwhelmed and just staying as up to date as possible. Seeing it as an opportunity to scale things faster and more effectively.
What’s your favourite holiday destination?
Italy, haven’t been for far too long but as the kids get older would love to go inter-railing to see the history, the scenery and experience the culture.
About Simon…
My career has been dedicated to growing Clothes2order, a business I joined as employee 13 as marketing executive. Having since progressed to Marketing Director I’ve helped grow the business into a market innovator with a team of 160.
Beyond work I’ve discovered a passion for running and physical challenge. Taking on The Great North Run, Manchester Marathon and The Lap Ultra Marathon so far. I thrive on community, so co-founded The Marketing Run Club which has grown to 200+ members and is helping many to drive their own running forwards.
If you missed our latest Digital Superchats e-Event on Digital PR Strategy & Search Performance…Good news, the official video recording is now available to watch.
Talk 1. Digital PR & AI: Simple Adjustments to Future-Proof Your Strategy
Louise Parker, Joint Head of Digital PR at Propellernet
Talk 2. Building More Than Just Links; How to Make Sure your Link Building Strategies Drive Success by Aligning Digital PR, SEO and Content
Will Waldron, UK Digital PR Manager at Connective3
Talk 3. Capturing Your Customer’s Pain Points to Build Brand & Drive Organic Performance
Lauren Henley, Digital PR Campaign Consultant at Impression
Talk 4. Put On your Thinking Cap(s): Six Hats to Inspire Digital PR Ideas
Sarah-Jayne Taylorson, Senior Digital PR Manager at Cedarwood Digital
The official video recording is 111 minutes in duration and took place on Tuesday 13th May 2025. The online session was e-attended by 100+ delegates from some of Europe’s biggest consumer brands including Adidas, Barclays, Booking.com, Interflora, TUI, Superdry and many more…
In our latest “offline” edition, we catch-up with RS Group’s Senior Director, EMEA Performance Marketing & Web eCommerce – Paul Morris, and find out about his love for combat sports, how he was hospitalised by a bear, how he’s embracing AI and much more…
Why did you move into a career in digital marketing?
It felt like “the future” (1999)! I was good at science, maths, psychology, and business studies in school > university hence a natural career move for me.
I was also quite opportunistic by teaching the Design Director of a Digital agency (Walsh Simmons; who owned the likes of Laterooms.com) Karate (I’m a 3rd degree black belt) that in turn got me a “foot in the door” working in new business > becoming an eCommerce manager.
How do you switch off?
I struggle! Watching live combat sports (boxing, MMA, Muay Thai), engaging in sport myself (football, gym, boxing) and spending time with family & friends.
What is your favourite podcast in 2025?
I have 4 podcasts I listen to regularly: FT News Briefing, Reuters World News, Times news Briefing & The Intelligence from the Economist.
What’s your proudest professional achievement to date?
My Masters Degree in Digital Marketing. Not necessarily the qualification per se and rather the fact we (my wife was instrumental) had 2 young children, my wife was pregnant with our 3rd and I had an intense job at the time.
What is your favourite movie of all time?
Flash Gordon (1980). It reminds me of my childhood, Christmas and being carefree.
What 1 thing would you tell your younger self?
Delight in the small things of life. Sunny days, ice cream with the kids, small work successes, gym pb, etc.
How are you embracing AI in 2025?
If I focus on AI and its application to performance marketing; AI is enhancing idea generation, efficiency & scalability.
Examples include A/ Google AI for PPC bid automation > keyword mining. B/ Phi-4 > Meta Llama for SEO tasks such as auditing & clustering. Write Sonic > Copy.AI for content ideas.
As a consumer… what’s your favourite TV advert or social campaign at present?
Few campaigns stand out for me so far in 2025 (though the likes of Spotify Wrapped, Sprite’s #ThandRakr, Apple’s #ShotOniPhone & Duolingo Vs TikTok ban were good social campaigns).
The last impactful campaign that comes to mind was the Nike “Never Settle, Never Done” campaign from Wieden+Kennedy. Powerful storytelling showcasing grassroots > elite women football that was proven to impact+ visibility & engagement.
About Paul…
Paul has 25 years’ experience leading Marketing, Digital & Ecommerce. He was previously Director of Digital/ Ecommerce at Marshalls, Head of Marketing at Tesco Bank, Global Digital/ Ecommerce Director at PZ Cussons, led Digital marketing at the Co-op Group.
Paul has worked agency side (McCann, Havas, Bray Leino Yucca & Visualsoft) and client side with brands including Wickes, Laterooms, Distrelec, Intercontinental Hotel Group, Cash Generator, Stagecoach & Silverstone.
Paul is now Senior Director, EMEA Performance Marketing & Web eCommerce @ RS Group.
Connect with Paul on LinkedIn
We catch-up with John McCambley, Founder & Chief Producer at Marketing Masterclass Series, and find out how he accidently stumbled into a marketing career whilst buying a coffee, his connection with Jason Donovan and why he hasn’t read a book in years!
Why Did You Move into a Career in Marketing?
I actually studied a retail management degree and began my career with Sainsbury’s (part of their Graduate Management Training Programme). Upon completion of the programme, I was promoted to Department Manager and part of their first-ever management team in Northern Ireland at Ballymena Store.
Then one very cold and wet day, whilst grabbing a coffee…my marketing journey began. On the table was a magazine and I noticed a big tech company called Future Electronics were recruiting for Product Marketers at their HQ in Montreal, Canada. I ripped out the advert from the magazine, completed the paper application form via post (before the internet was big) and within 2-months, I was working in Canada.
It really all started here and the rest was history with opportunities opening up along the way…
How Do You Switch Off?
Since I quit smoking during lockdown, I started running and that has really transformed my life in a positive way. It is lovely at the end of a hard/stressful day to just put on a pair of running shoes and head-out for an evening run.
I also have really got into chess and play that loads during the day to keep me entertained. Naturally having two young daughters keeps me busy also, but I do like to try and do some stuff just for me each day (even if it’s just watching my favourite boxing YouTube Channel or an episode of Seinfeld before bed).
What Book Are You Reading Right Now & What was your first business book?
This sounds terrible, but as much as I do love to read, I have not read a book in years. If I do have time (just for me), I much prefer going to the gym, running, playing chess or even watching some inspirational YouTube videos instead (anything fitness, food and sports related).
The first business book I ever read (at 17) was given to me by someone very special and influential in my life (My Uncle Billy). The book was called “What They Don’t Teach You at Harvard Business School” by Mark H McCormack.
What’s your Favourite Meal?
I’m a creature of habit, so if I was only allowed to have one thing for dinner…Chicken Curry & Chips or a nice steak with chips (rare).
For breakfast…When I pop over to Belfast to visit my dad, I always make a point of visiting my favourite cafe and having the same thing every time: scrambled eggs, bacon, tomatoe, toast and coffee.
What Inspirational Quote or Mantra Drives You Forward in Tough Times?
I have so many to chose from as I do love a quote/mantra to keep me focused at certain times. If I had to pick one for right now…Consistency Compounds. Sounds simple, but I do write this in my notebook every week (and I do mean every week) to remind me that all the repetitive and positive actions I do each day…they add up and make a massive difference to the end result.
Tell Us a Fun Fact About You
I played Joseph in a charity production of “Joseph and the Amazing Technicolor Dreamcoat “ in Belfast. I was 19 at the time and couldn’t sing (still can’t).
When I was asked to play this part, I had no idea what it was about or that I would have to practice every Monday night for 1 full year. I also didn’t know until much later that the previous 4 people turned it down…hence I became Joseph that year.
I played the role in front of 300 people on each of the two nights and I was so nervous and yet – Loved it!
What’s Your Proudest Personal/Professional Achievement to Date?
OK, I have to pick one…Becoming the first person in my family to go to university and graduate with a degree. Having grown-up with my mum…then in a children’s home…then a foster home…then back to children’s home… and then finally with my dad (when I was 11) …this was special.
I failed my 11-plus; I had to resit my GCSEs along the way, before ending-up with a BA. Hons in Retail & Distribution Management. A proud day for both my parents who were at my Graduation.
In terms of professional achievement…I guess doing what I am doing now. I started producing the Marketing Masterclass Series events ten years years ago and never imagined that I’d still be having so much fun each and every single day. It started with a delegate roster of zero and is now 5000 strong in 2025.
What’s One Thing You’d Tell Your Younger Self?
To answer this one in a different way, I think it’s more what I try and tell my daughters now (Heidi and Skye)…do the things you love, do the things that make you happy and ALWAYS try your best.
Be smart with your money along the way (Try and save more if you can). Also remember that kindness costs nothing.
What’s your favourite holiday destination that you’ve travelled to?
I loved living in Montreal, Canada for two-years and especially the post work activities that everyone took part in: Kayaking, white water rafting, skiing, watching ice hockey and getting to watch the Canadian Grand Prix (twice) as well as WWE.
Hamburg, Germany will also be a special place for me as I met my wife there, during my time working for Philips. Outside of that…I do love anywhere with a nice beach.
About John…
John is the Founder and Chief Producer at Marketing Masterclass Series (which also powers Digital Superchats & offline); the series is established as a reputable event brand operating within the digital marketing industry and attended by FTSE 100 organisations.
Former Head of Marketing (Product, Segment, Brand & Communications) with over 15 years’ ‘Big Brand’ experience including: Sainsbury’s Supermarkets (UK), Philips (Hamburg, Germany), Future Electronics Inc (Montreal, Canada) and British American Tobacco (N.Ireland).
Expertise also includes leading the marketing departments at a number of industry-leading digital & consumer insight agencies (Stickyeyes & KPMG Nunwood) in UK.
♟️Play me on chess.com @BelfastJohno
🏃♂️Follow me on Strava at John McCambley
We catch-up with Growth Society’s Founder Will Anderson, and find out how he balances a busy schedule between running multiple ecommerce brands, launching a new business and prioriting morning exercise!
Why Did You Move into a Career in Digital Marketing?
It wasn’t something that was signposted at school. I studied journalism and whilst I was at University it was clear everything was shifting online. I took a year out to launch an advertising business which started as a DVD then became a website.
My first corporate job was in recruitment helping build internal digital teams for brands like DFS and George.com. I was keen to learn more hands-on skills so I joined a digital marketing agency and haven’t looked back!
*You can catch Will at the Paid Media Strategy & Performance edition of Digital Superchats on Tuesday 14th January 2025, as he’ll be the Official Master of Ceremonies at the online event.
How Do You Switch Off?
Switching off is a bit of a challenge if I’m honest. Things that help – prioritise morning exercise, getting outdoors and enjoying new experiences with the family.
What Book or Audiobook Are You Reading/Listening to Right Now?
I’m currently reading The Art of Focus by Dan Koe, which I’m finding useful having recently launched a new business.
I also enjoy podcasts like High Performance for insights into the psychology of top achievers, and My First Million – interesting to see how entrepreneurs in the US are scaling brands.
What Online Advertising Campaign Has Impressed You Most Recently?
Liquid Death’s campaigns are great. Particularly because they sell the most basic of commodities – water. They compete against the largest brands with a brand personality that cuts through. It’s a good lesson for brands with smaller budgets.
What Inspirational Quote or Mantra Drives You Forward in Tough Times?
I don’t follow a specific quote or mantra, but in recent years, I’ve reflected a lot on my purpose and how I want to design my life. For me, it’s about reducing stress and complexity, creating memorable experiences with friends and family, and helping others along the way.
Tell Us a Fun Fact About You
I run multiple ecommerce brands. This might sound stressful but it’s something I enjoy and helps me advise other brands from a place of experience.
What’s Your Proudest Professional Achievement to Date?
Helping scale the performance marketing agency, Journey Further, from 3 founders to 200 specialists across the UK and US. My first day was at the founder’s house, brainstorming what we wanted to do differently with the agency. Seeing that vision take shape, working with a talented team and attracting some of the biggest brands was a great experience.
What’s One Thing You’d Tell Your Younger Self?
Travel the world when you’re young, perhaps instead of going to university.
If Your Life Were Made into a Movie – Who Would Play You?
I was into drama at school and took on the more eccentric roles. So I’d go with Jack Nicholson. He’d bring a unique edge to the role.
What’s the Biggest Opportunity for Digital Marketers as We Move Towards 2025?
For 2025, I’d say the biggest opportunity is embracing AI where it adds value. If you can learn how to use AI effectively then you can be 10x more effective.
About Will…
Will is the Founder of Growth Society, a growth consultancy focused on scaling ecommerce brands. Their advisors have led digital marketing at brands like Gymshark, Matalan and AO.com.
Chocolate Digestives. Less fancy than the epic chocolate Hob Nob, but always there for you.
Since I quit smoking during lockdown, I started running and that has really transformed my life in a positive way. It is lovely at the end of a hard/stressful day to just put on a pair of running shoes and head-out for an evening run.
