“Spikes Excitement Talks” is an engaging podcast hosted by Gordon Euchler, co-founder of Spikes, featuring some of the most famous figures from the world of marketing and branding. Each episode welcomes guests who share their professional journeys and delve into what personally and professionally ex
In this episode, Gordon speaks with Victoria Grzymek, Marketing Director Biscuits and Bakery at Mondelez International, about 360 marketing in FMCG, the Milka x McCafé partnership and opening the industry to more diverse talent. From the Sales and Marketing Graduate programme and Cadbury in the UK to a frontline sales role, revenue planning and now the DACH bakery business with Oreo, Milka and TUC, Victoria shares how moving between functions, brands and countries built her commercial muscle. She talks about why she chose marketing over finance or consulting, the energy she gets from…
In this episode, Gordon speaks with Andreas Bierwirth, Member of the Executive Board at Casinos Austria and Austrian Lotteries, about brand as a management philosophy, the forces that shape capex heavy and highly regulated industries, and leading a company from monopoly into open competition. From Lufthansa and Austrian Airlines to Magenta Telekom and now Casinos Austria, Andreas shares how a PhD in corporate branding in Münster made him "addicted to branding" and turned brand into the lens for every leadership decision. He talks about why companies behave like human bodies that cannot…
In this episode, Gordon speaks with Michael Mangione, Global Head of Digital and AI Transformation at W. L. Gore & Associates, about leading calmly through change and why AI transformation has to begin with the customer. From inside sales and B2B marketing at BOC to almost two decades at Bose and now Gore, Michael shares how he built his own bridge into the career he wanted. He talks about the mentors who taught him accountability, why leaders should take the risk and pass on the credit, and why everyone in business is really selling ideas. He also looks ahead at AI and digital experience,…
In this episode, Gordon speaks with Davide D’Alena , Head of Marketing, Retail Sun at EssilorLuxottica , about a career driven by curiosity, creativity and the desire to build what doesn’t yet exist. From Bain & Company and Kraft Heinz to Shopfully and EssilorLuxottica , Davide shares how each step of his journey took him further outside his comfort zone and closer to consumers. He talks about transforming retail stores from transactional spaces into destinations, the power of great mentors, and why marketing is ultimately about bringing ideas to life. He also looks ahead at AI, innovation…
In this episode, Gordon sits down with Iván Reyes , VP Derma Emerging Markets at Beiersdorf , to explore a career shaped by curiosity, cultural diversity and continuous learning. From Mexico to Dubai and across Latin America, Africa, the Middle East and Asia Pacific, Ivan shares how different markets and consumer behaviours have shaped his approach to marketing. He talks about the unique intersection of dermatology and consumer marketing, the importance of strong teams and mentors, and why the future belongs to marketers who keep learning and adapting. Tune in to hear Ivan’s perspective on…
In a world where AI can analyze data, generate ideas, and automate decisions, what does it mean to be a truly creative marketer? In this episode, Gordon talks to Gael de Talhouët, former VP Brand Building, Marketing, Technology, Data & AI, FMCG B2B Retail at Essity , about creativity, leadership, entrepreneurship and the changing role of marketing in the age of AI. Gael argues that marketers need to move beyond dashboards and business cases to rediscover intuition, empathy and inspiration — while using AI to bring the best ideas to scale. Tune in for a provocative conversation about why the…
What really makes people choose one brand over another? In this episode, Gordon sits down with Christian Bauer, Marketing Director at Subway , who shares his perspective on consumer behaviour, brand building, leadership and creative marketing. From turning commodities into beloved brands to creating campaigns that push boundaries, Christian talks about the importance of finding the right tension, trusting your audience and knowing when to let go. He also shares why, despite AI and constant technological change, the fundamentals of marketing remain the same: understand people, find the…
What happens when AI, pharma, marketing and human curiosity collide? In this episode, Gordon sits down with Graham Addison , Senior Director, Global Launch & Marketing Excellence at AstraZeneca , for a wide-ranging conversation about AI, innovation, career pivots, leadership, and what it means to stay excited about your work. Graham shares how an unexpected start in pharmaceutical sales eventually led him into marketing and global strategic roles, why the people around us can have an outsized influence on our careers, and how a passion for snowboarding taught him something about ambition,…
What does it take to succeed when the rules of the game are changing? In this episode, Gordon hosts Colin McQuay, Senior Director and Head of Strategic Revenue Management at Nestlé , who shares his perspective on the future of work, data science, AI, leadership and the evolving CPG landscape. From combining analytics with human understanding to building careers across different disciplines, Colin explores why the playbook that got companies to 2025 won’t necessarily get them to 2050. He also discusses the rapid evolution of AI, why empathy and context will become even more important, and…
What happens when you stop following a perfectly planned career path and start saying yes to new opportunities? In this episode, Gordon sits down with Linde Scheers, Head of Marketing & Communications at ING Germany , to talk about an unconventional career journey spanning Google, N26, eBay and now ING. Linde describes herself as an “accidental marketer” — but her story is anything but accidental. From learning the fundamentals of sales at Google and spending a decade in an environment built around ambition and continuous learning, to deliberately stepping outside her comfort zone and…
What does it take to disrupt one of the world’s oldest industries? In this episode, Maik Hofmann sits down with Bastian Gierull, CEO of Octopus Energy Germany , for a conversation about startups, innovation, leadership, climate change and the mindset needed to transform an entire market. Bastian shares the journey that took him from marketing and e-commerce through telecommunications and a series of startups to the energy industry and explains why he was drawn to Octopus Energy’s ambition to challenge an established market. From growing Octopus Germany from just a few thousand customers to…
What if plastic waste could become currency for clean water, education, healthcare, connectivity—and a pathway out of poverty? In this episode, Maik Hofmann sits down with David Katz , founder of Plastic Bank , to explore a radically different approach to business, marketing and social impact. David shares how Plastic Bank turns discarded plastic into a resource that helps people in impoverished communities access essential services while creating a circular supply chain for global brands. But this conversation goes far beyond plastic. David talks about entrepreneurship, leadership,…
What if AI isn’t the story but the relationship between humans and machines is? In this unusual airport episode, Dom Heinrich joins Maik Hofmann for a fast-moving conversation about creativity, technology, design and the future of our industry. Dom brings more than 25 years of experience at the intersection of creativity and technology, from his early days as an art director and creative technologist to his work in AI, design intelligence and innovation. Today, as Co-Founder of Creative AI Academy , Global Head of Design Intelligence at The Coca-Cola Company and Professor for AI Design at…
What happens when marketing stops being the “decoration at the end of the value chain” and becomes a genuine lens into the market? In this episode, Gordon Euchler talks with David Krampe, Head of Marketing & Sales Enablement Europe North at Michelin , about connecting the things organizations too often keep apart: technology and customers, data and human behavior, strategy and execution, and marketing and sales. David shares how his career in a highly technical, engineering-driven environment taught him to translate technology into tangible customer value and why marketing needs to earn its…
What does it take to build a marketing career across Italy, France, Luxembourg, India and China and still stay curious about every new culture and consumer? In this episode, Alessandro Panella sits down with Amedeo Aragona , Marketing Director for Kinder in China at Ferrero , for a conversation about global marketing, cultural adaptation, leadership and the fast-changing world of consumer behaviour. Amedeo shares the journey that took him from Confindustria in Rome to an MBA in Milan and eventually to Ferrero, where he has spent more than 14 years working across markets and brands. He…
What does it take to build a marketing career, create lasting impact, and stay curious in a world transformed by AI? In this episode, Gordon talks to Vincent Sieben , Head of Marketing, International Region, Healthcare Informatics at Philips , about purpose-driven marketing, career growth, sustaining ideas, and the opportunities AI is creating in healthcare. Vincent shares the unconventional start to his career — he once dreamed of becoming a professional drummer—and how studying marketing ultimately gave him the energy and curiosity to build a career in technical B2B environments. A key…
What can a decade at Amazon teach you about building a sports brand for the next ten years? In this episode, Gordon talks to Patrick Müller , Chief Digital Officer and Chief Marketing Officer at Decathlon Germany & Founder of Primatheltics, about leadership, e-commerce, brand building, and why he believes Decathlon has a “no-brainer winning story” ahead. Patrick shares the unexpected start to his career, from initially wanting to join the police to discovering his passion for business and marketing at Staedtler . He reflects on the intensity of his years at Amazon , the leaders who shaped…
What happens when 20 years of media fragmentation meets AI? In this episode, Gordon sits down with Peter Grant , Interim Media Director at Boots , who reflects on his journey from asking customers at Woolworths why they bought what they bought to navigating the rapidly changing world of AI, agentic search and media. He argues that AI’s greatest opportunity may not be creating something entirely new, but pulling together the vast amounts of intelligence and knowledge we already have. The conversation explores the danger of atomisation, why marketers need to resist drowning in metrics and why…
What happens when a career that starts with chemical engineering takes an unexpected turn into finance, sports, beauty, digital transformation and leadership? In this episode, Gordon speaks with Jessika Link , Marketing Executive & former Head of Marketing and Digital Channel Germany at Avon , who shares her journey that took her from studying chemical and biological engineering to joining PUMA through a chance conversation over coffee and cake and eventually spending almost nine years at Avon, rising from intern to Head of Marketing and Digital Channel Germany. Jessika talks about why she…
In this episode, Gordon hosts Jim Real, Founder & Chief Creative Officer at Jim Real Creative, Real Thinking Consultancy . After shaping creative work for Disney , Pixar , Marvel , Lucasfilm and Disney Parks around the world, Jim has embarked on a new journey: helping organizations harness the power of storytelling to solve real business challenges and create lasting emotional connections.During the conversation he reflects on his years at Disney, the lessons he learned from some of advertising's greatest creative leaders and why the best ideas are never „sold“ but built together through…
In this episode, Gordon sits down with Vasu Read , European Marketing Communication Lead at Nestlé , who has worked with some of the world's best-known brands like Nescafé , KitKat and Maggi to Starbucks and Nespresso . Vasu shares her journey into marketing, reflects on leading purpose-driven initiatives such as Nespresso's recycling programme and discusses why today's marketing landscape, despite AI, fragmentation and constant change, is the most exciting it has ever been. They explore why brands need to earn legitimacy, how AI should be seen as an enabler rather than the destination and…
In this episode, Gordon hosts Julian Probst , who after nearly 15 years at P&G made the leap to financial services as CMO of BNP Paribas Personal Investors Germany . He shares why there are no boring categories, only undiscovered human insights, and how the principles of world-class brand building apply just as much to finance as they do to consumer goods. Julian also discusses the role of mentorship, why marketing must bridge creativity and technology and how AI is reshaping the future of marketing by freeing teams to focus on what matters most: creativity and customer understanding. Tune…
In this episode, Gordon speaks with Christina Müller , Head of Marketing DACH at Haleon , who reflects on a career spanning Unilever, Kraft Heinz and award-winning campaigns that challenged convention, most notably the viral red cabbage pizza campaign for Kühne. She shares why marketers need to embrace risk, how to build brands that become part of culture, and why AI is making creativity more important, not less. Tune in for an exciting chat on why the biggest risk in marketing is playing it safe and how bold creativity can unlock extraordinary growth.
In this episode, Gordon Euchler talks with Vera Cvetkovic , Head of Marketing Business Operations & Analytics at Canada Post . With a career spanning engineering, marketing technology, global consulting, and enterprise transformation, Vera shares how she navigated decades of technological change from the early days of email marketing and Google's acquisition of DoubleClick to leading AI adoption and digital modernization today. The conversation explores balancing innovation with business value, the importance of mentorship, career resilience, and why success is built through curiosity,…
In this episode, Gordon speaks with Heana Thakur , Head of Marketing for Argos Marketplace at Sainsbury's. Heana shares her unconventional career journey from discovering her passion for data-driven marketing in agency life to leading one of Sainsbury's largest transformation projects. Together, they explore career-defining decisions, the importance of great managers and company culture, what makes marketing genuinely valuable to customers, and why curiosity and critical thinking matter more than ever in the age of AI. Tune in to hear how Heana built a career by embracing uncertainty,…
What remains constant when brands, technology, and leadership are changing faster than ever? In this episode, Alessandro Panella speaks with Khanh Huynh-Kürzinger, author of the forthcoming book "Leading with Humanity". She reflects on a career spanning P&G, BSH and Siemens, where she led global brand transformations before embarking on a new journey as an author. She shares why the fundamentals of great branding never change, how purpose creates lasting impact,and why the future belongs to leaders who create environments where people can thrive, especially in the age of AI. Tune in for an…
What does it take to build an iconic brand in a market where it's still just getting started? In this episode, Gordon is joined by Derek Zoeger, Head of Customer Marketing, Continental Europe at The Hershey Company . He shares his journey from Peru to Germany, why a career in sales changed his perspective forever and what it's like to combine the agility of a startup with the backing of one of the world's most recognized confectionery companies. Tune in for a conversation about people, leadership, cultural curiosity and the excitement of building something that lasts.
What does it take to stay ahead when technology reshapes marketing every day? In this episode, Gordon hosts Inez Fun, Global Digital Director for Beauty & Wellbeing at Unilever . She shares why the ability to learn and unlearn has defined her career, from agencies and Yahoo to leading global AI transformation. Furthermore she discusses building AI-powered marketing at scale, simplifying complexity, leading through change and why curiosity remains the ultimate competitive advantage. Tune in to discover why the future belongs to those who can learn faster, unlearn boldly and simplify…
In this episode, Gordon hosts Prashant SUkhwani, former VP Marketing at Burger King and now leading the next chapter of his career as Managing Partner, Publicis Digital Experience (PDX), at Publicis Groupe. From selling products in remote villages across India to leading marketing for Burger King India, Prashant has built his career by understanding people, culture and what truly captures attention. During the conversation he shares the stories behind Burger King's bold campaigns, why marketers must stay humble and how the rules of marketing are changing in the age of data and AI. Tune in…
In this episode, Gordon speaks with Steve Greig, SVP Marketing, Communications & PR at Redwood Credit Union. He has built brands across beer, payments, fintech and financial services, from Heineken and Visa to Redwood Credit Union. Steve reflects on navigating career pivots, building global marketing programs, finding great mentors and why AI is making creativity more valuable, not less. Tune in to hear why growth and comfort never coexist, how global brands succeed across cultures and why the future of marketing belongs to storytellers who embrace change.
About Spikes Excitement Talks
“Spikes Excitement Talks” is an engaging podcast hosted by Gordon Euchler, co-founder of Spikes, featuring some of the most famous figures from the world of marketing and branding. Each episode welcomes guests who share their professional journeys and delve into what personally and professionally ex
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