Growth is not a checklist of marketing tactics. It is a series of small experiments that help you learn what truly matters to your customers.

In this episode Adam Wright sits down with Hannah Parvaz, founder of Aperture, a UK‑based growth consultancy. She explains why treating growth like science, not advertising, leads to deeper insights and better results.

Why this conversation matters now

Many brands are cutting budgets and looking for quick wins. Hannah argues that short‑term tricks create noise but not loyalty. Instead she shows how curiosity, user research and iterative testing unlock lasting growth, even in a tough market. Her approach is especially relevant for senior brand managers who want to build resilient brands.

About our guest

Hannah Parvaz is a growth leader who has helped hundreds of mission‑led apps scale sustainably. She began her career in the music industry, moved into tech and now leads Aperture, where she combines customer psychology with creative experimentation to drive results.

Her teams have cut advertising costs by 93% and delivered repeatable growth for subscription products.

Outcomes you will learn

• Why “jobs to be done” conversations reveal hidden user motivations and how to use them in your marketing

• How to build a creative operating system that delivers winning ads week after week

• Why focusing on experimentation over perfection speeds up decision‑making and growth

• How mission‑led businesses choose clients that align with their values and why that pays off

• Practical ways to nurture curiosity and empathy as a marketer

As you listen you will hear simple stories that make growth feel human. By the end you will see how adopting an experimentation mindset helps you decide where to focus, build better products and create marketing that matters.

Links

• Linkedin: https://www.linkedin.com/in/hnpvz
• Website: www.hannahparvaz.com
• Twitter: twitter.com/hannahparvaz
• Instagram: www.instagram.com/hnpvz
• Company website: www.aperture.london
• Company Instagram: www.instagram.com/aperture.london
• Company TikTok: www.tiktok.com/@aperturelondon
  

This episode is sponsored by Sampl. Sampl is a digital sampling platform for FMCG and beauty brands that turns product trial into measurable, accountable growth by connecting sampling to real consumer data and purchase behaviour.

Learn more at https://www.sampltech.com

Marketers talk about being consumer first. Louise Troen, CMO at Clue actually operates that way.
In this episode, she explains why no one cares about your product, why most strategies fail before they begin, and why the future of marketing starts with closing a human gap not hitting a business metric.

Lou shares how she built mission-led brands at Bumble, Headspace and now Clue by putting emotional truth and creative clarity above noise and performance theatre.

She breaks down the discipline of starting with the human problem, the courage required to throw away weak ideas, and the practical ways to measure brand work without pretending it’s magic.

If you want an honest, sharp and deeply practical conversation about building brands that matter at scale, this is the episode.

Learn more about Clue here: https://helloclue.com/

Connect with Lou here: https://www.linkedin.com/in/louise-troen-1895a235/

Tessa Tysome has one of the most unconventional and instructive careers in modern marketing.

A Global Brand and Growth Strategist, Fractional CMO, eCommerce and Digital leader, and Soho House Creative Network mentor, she has shaped brands at Meta, Nike, L’Oréal, Diageo and PepsiCo before launching her own consultancy.
Her journey spans continents and categories, but the real value is how she thinks.

Tessa brings sharp perspective on creating coherence across the funnel, understanding culture at a local level, building teams that move fast, and knowing when to break from the rulebook entirely.

This is not a linear career story. It is a blueprint for marketers who want to grow with intent, make better decisions, and build brands that stand up in the real world.

If you want insight you can actually use, this episode will give you plenty to work with without giving everything away.

Connect with Tessa Tysome on Linkedin

Bridget Hirst, Head of Brand at DASH Water, joins us to explore how a young soft drinks company is preparing to take on the giants.

She explains the mix of discipline and creative instinct behind DASH’s rise, shaped by her years on Lucozade and Ribena at Suntory and sharpened through her work at Proper Snacks.

Bridget talks through why DASH has stayed focused on its core range while other brands chase trends, how the team models shifting consumer behaviour as people move away from both sugar and artificial sweeteners, and why taste remains the real battleground in soft drinks.

She also shares the story behind DASH’s first TV campaign, a creative risk that could have gone either way and instead became a defining moment for the brand.

This episode looks at the practical side of challenger growth. How to prioritise. How to avoid dilution. How to build a brand people are proud to be seen with.

For anyone interested in the thinking behind bold creative leaps or in the mindset required to scale a challenger, Bridget’s approach offers rare clarity.

🎧 Beyond the Brand is brought to you by ⁠Sampl⁠, the smarter way for brands to turn product trial into measurable growth.

Olivia Mae Hanlon turned a one woman side project into Girls in Marketing, a global community of more than half a million marketers.

Now as co-founder of Passata, an AI productivity tool built to make work more personal and effective, she is redefining what balance looks like for modern founders and marketers.

In this episode, Olivia joins Adam Wright to talk about the realities of building a business around your passion, how to create a community that grows with its members, how to recognise the signs of burnout before it takes over, and how to find purpose again when your work becomes your identity.

This is an honest conversation about growth, leadership and the pursuit of balance in a world that celebrates busyness.

Connect with Olivia Mae Hanlon

LinkedIn | Instagram | Girls in Marketing | Passata

🎧 Beyond the Brand is brought to you by Sampl, the smarter way for brands to turn product trial into measurable growth.

In this episode of Beyond the Brand, Adam Wright and Matt Huntly chat with Rossana Doldi, Marketing and Strategy Director at Church & Dwight.

Rossana has shaped global brands across P&G, Reckitt, and now Church & Dwight, where she oversees everything from beauty icons like Batiste dry shampoo to trusted healthcare brands like Anusol, as well as intimate skincare products such as Femfresh.

She shares how her luxury roots inform mass-market creativity, how to drive attention in crowded categories, and how to reframe stories in even the most awkward spaces.

Key takeaways
▶ Emotional framing, humour, and simplicity are key to breaking through in ‘unsexy’ or taboo categories.
▶ Value doesn’t mean cheap. Consumers want a psychological ROI and actively mix channels to find it.
▶ Great campaigns repeat one clear message over time. Brands often lose attention by trying to say too much.

Why listen
▶ Hear how a leading FMCG brand leader balances global strategy with local creativity
▶ Learn how to adapt marketing strategies across different categories.
▶ Get practical examples of how to use humour and reframing in brand storytelling.
▶ Understand the role of AI in shaping trends, insights, and media planning (without losing the human)

One final thing....

If you enjoyed this episode, follow Beyond the Brand and leave us a review to help more marketers find the show.

In this episode of Beyond the Brand, Adam Wright and Matt Huntly sit down with Sara Gordon, general manager at Zoe and a specialist in brand positioning and growth.

From helping scale Bloom & Wild to advising global health tech teams, Sara shares how customer insight, clear positioning, and emotional relevance drive long-term success. This one’s full of smart, practical thinking about what really makes brands grow.

Key takeaways
▶ Positioning isn’t a tagline; it’s how your brand helps people make progress in their lives.
▶ Jobs to be done interviews are vital to uncover real customer motivations and struggles.
▶ Brands that win focus on emotional needs as much as rational ones, especially in crowded markets.
▶ Founders who talk to customers regularly build stronger products, teams, and cultures.
▶ True brand strength comes when positioning informs product, pricing, messaging, and market fit.

Why listen
▶ Get a clear, practical breakdown of how to run a jobs-to-be-done process.
▶ Hear behind-the-scenes stories from Bloom & Wild and Zoe’s growth journeys.
▶ Learn why positioning is central to commercial success, not just brand awareness.
▶ See how AI is reshaping customer research, and where it helps (and where it doesn’t).

Links & resources
▶ Sara Gordon on LinkedIn
▶ Zoe website
▶ Daily 30 from Zoe
▶ Jobs to be Done theory
▶ Zoe podcast

If you enjoyed this episode, follow Beyond the Brand and leave us a review to help more marketers find the show.

In this episode of Beyond the Brand, Adam Wright sits down with Katrina Smart, Head of Digital Commerce at Mars United Commerce.

They explore how retail media is evolving into a more sophisticated, full-funnel discipline. Katrina shares her perspective on global frameworks, the rise of in-store digitalisation, new measurement approaches, and how brands can prepare for the future of retail media.

Key takeaways
▶ Retail media has moved beyond conversion to support brand building, requiring brands to adopt a more holistic approach across teams.
▶ The most successful brands create consistent global frameworks while allowing for local flexibility to match market maturity.
▶ In-store digitalisation and self-serve search platforms are accelerating, reshaping how brands plan and buy retail media.
▶ Clean rooms and first-party data strategies are becoming critical as third-party cookies phase out.
▶ Upskilling teams and building cross-functional capability are essential to keep pace with innovation and avoid working in silos.

Why listen
▶ Gain insider insight into how Mars United Commerce helps brands navigate the complexity of retail media.
▶ Learn practical steps for building a unified measurement strategy that goes beyond ROAS.
▶ Understand the skills and talent gaps emerging as self-serve models and data capabilities grow.
▶ Hear Katrina’s advice on testing new approaches before they become table stakes.

Links & resources▶ Katrina Smart on LinkedIn▶ Mars United Commerce website▶ Women in Retail Media