Practical Lessons from Female Founders

In this special episode of the DMI Podcast for International Women’s Day, host Taz Kelleher speaks with Areej AbuAli, founder of Women in Tech SEO, and Maeve Kneafsey, entrepreneur, host of the Transform Gov podcast, and long-time leader in digital and public sector innovation.  They share practical lessons from building communities, scaling businesses, securing funding, and leading with clarity in a fast-moving industry. This conversation is full of grounded advice about confidence, decision-making, community building, and the shift that AI is creating for founders. Top 3 tips from Areej & Maeve Be decisive and stop waiting for perfect conditions: Progress comes from action, not from over analysis. Push yourself forward: Say yes to opportunities, speak on stages, and treat visibility as core to leadership. Build and invest in community:  The right network accelerates your business, your learning, and your confidence. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.    And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!   Timestamps 01:26 — Acting on an idea 03:29 — Knowing which ideas to commit to 04:53 — Recognizing meaningful innovation 06:19 — Representation and confidence 09:14 — Finding your voice 11:07 — Evolving beliefs about success 16:39 — Early decisions that shaped growth 20:17 — Pricing, confidence, and commercial conversations 22:19 — What people underestimate about scaling 24:36 — Testing, learning, and dropping what doesn’t work 26:39 — Patterns in companies that succeed 30:22 — What matters less than people think 31:58 — The power of community 36:19 — How to find a mentor 40:45 — AI and the future for founders 44:22 — Leadership habits for women 47:10 — Biggest opportunities for women in digital marketing 

Not getting the results you used to from your paid search? In this episode of the DMI podcast, host Will Francis speaks with PPC specialist Cathal Melinn about the current state and future of pay-per-click advertising. With rising costs, AI-driven automation, and new campaign types like Demand Gen reshaping advertising, Cathal shares what’s actually delivering results right now, and what marketers should approach with caution. They explore why PPC is still profitable (but less forgiving than before), how AI Max for Search differs from Performance Max, and why mid-funnel campaigns are becoming essential. Cathal also explains how to structure campaigns strategically, manage budgets effectively, and avoid over-relying on automation. Cathal’s top 3 tips Separate brand and non-brand campaigns: Run a dedicated brand campaign on exact match to protect your name and control impression share.Start small and structured: Begin with 10–15 carefully chosen exact match keywords and grow strategically. Don’t ignore the mid-funnel: Demand Gen campaigns can feed your search performance and deliver measurable returns faster than traditional top-of-funnel activity. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube,  Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.   And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!  Timestamps 3:14 – Why Demand Gen is changing the funnel 12:54 – AI Max vs Performance Max 17:52 – Manual bids vs smart bidding 23:00 – The “learning phase” myth 29:00 – Amazon & Bing: where else to invest 34:05 – Why PR supercharges PPC 38:16 – Metrics that actually matter 40:14 – The biggest PPC mistakes 46:31 – The future: pay-per-conversation? 48:31 – Tools and automation stack 51:10 – Cathal’s starter framework for beginners 

Worried about your organisation’s security, or not worried enough?  In this episode of the DMI podcast, host Will Francis speaks with ⁠⁠Rebecca Robinson⁠⁠, cybersecurity expert and founder of ⁠⁠Cybec Consulting⁠⁠. Rebecca breaks down why cybersecurity isn’t just an IT issue, but a business, brand, and marketing issue too.  From phishing and social engineering to ransomware and reputation risk, she explains how modern cyber threats really work, why people shouldn’t always be seen as the “weakest link,” and how marketers can build secure systems without killing creativity. She also shares practical advice on training, password management, and building resilience so organisations can grow safely, even when things go wrong. Rebecca’s top 3 tips: Take a moment before acting on anything urgent – pause, question it, and ask someone else. Treat system access like currency – only give people the access they genuinely need. Use strong, unique passwords – and a password manager if possible ---------------- The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, ⁠email the podcast team⁠! 

A new year is here, and 2026 brings a new wave of marketing predictions. In our most anticipated episode of the year, the 2026 Trends edition of Ahead of the Game, DMI podcast host Will Francis explores the biggest changes, challenges, and opportunities facing marketers in the year ahead. As expected, AI dominates the conversation, but not in isolation. Across ecommerce, social media, youth marketing, PPC, and content creation, our experts share how marketers can move beyond automation and focus on creativity, trust, and genuine customer value. Will also highlights the growing need for authenticity in an increasingly AI-dominated world, a concept Instagram CEO Adam Mosseri touched on in a recent post. In this episode, 6 DMI experts explore this year’s trends from across the digital marketing landscape: Jim Lecinski, Professor of Marketing at Northwestern Kellogg and author of The AI Marketing Canvas, predicts 2026 will see mobile AI become a constant shopping companion, with marketers shifting from AI automation to AI elevation focused on taste, curation, and brand value. He also flags power and infrastructure as emerging constraints on AI growth. Alison Battisby, founder of Avocado Social, warns of a surge in AI-generated video and “AI slop” that could erode trust, making transparency, human oversight, and authenticity more important than ever. She also highlights the rise of community-first platforms and increased automation in paid social. Jane McDaid, founder of youth marketing agency Thinkhouse, paints an optimistic picture for independent agencies, and sees creativity becoming the key differentiator as AI removes speed and efficiency advantages. She predicts continued growth in social, creator-led marketing, and PR playing a more central role in an LLM-driven ecosystem. Cathal Melinn, PPC specialist and regular DMI contributor, explains how AI is simplifying paid search through keywordless campaigns, Performance Max, and built-in AI assistants. While increased competition may drive costs up, he believes 2026 is a strong year for marketers to start experimenting with PPC. Derek Liddy, ecommerce expert and Head of Marketing at Nesta, forecasts growth in conversational ecommerce, hyper-personalisation, and AI-powered shopping agents. He stresses the importance of first-party data, authentic content, and strong product feeds to stay competitive. ---------------- The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! 

How do you build a media plan for a region where social usage is among the highest in the world? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Ibrahim Jabri⁠, Client Solutions at Meta and host of the Below the Fold podcast, about what makes media planning across MENA so distinct right now. Ibrahim breaks down how the region has vastly increased its digital budget allocations, which platforms dominate, and why Out of Home still delivers serious impact in Saudi Arabia. He also shares the biggest performance killer he sees in paid media: running the wrong creative in the wrong placement: like static, text-heavy direct response ads in video placement and what he expects to surge in 2026.Ibrahim’s Top 3 Tips for MarketersMatch creative to the placement – Great ideas fail when formats don’t suit the channel or user mindsetDon’t sacrifice long-term brand equity for short-term ROAS – Balance the funnel or risk stalling growthShare your expertise publicly – Podcasts and content build networks, credibility, and unexpected opportunitiesThe Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! 

Finding it difficult to navigate the changing landscape of data protection? In this episode of the DMI podcast, host Will Francis speaks with Steven Roberts, Group Head of Marketing at Griffith College, Chartered Director, certified Data Protection Officer, and long-time marketing leader. Steven demystifies GDPR, AI governance, and the rapidly evolving regulatory environment that marketers must now navigate. Steven explains how GDPR enforcement has matured, why AI has created a new layer of complexity, and how businesses can balance innovation with compliance. He breaks down the EU AI Act, its risk-based structure, and its implications for organizations inside and outside the EU. Steven also shares practical guidance for building internal AI policies, tackling “shadow AI,” reducing data breach risks, and supporting teams with training and clear governance. For an even deeper look into how businesses can ensure data protection compliance, check out Steven’s book, Data Protection for Business: Compliance, Governance, Reputation and Trust. Steven’s Top 3 Tips Build data protection into projects from the start, using tools like Data Protection Impact Assessments to uncover risks early. Invest in regular staff training to avoid common mistakes caused by human error. Balance compliance with business performance by setting clear policies, understanding your risk appetite, and iterating your AI governance over time. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team! Timestamps 01:29 – AI’s impact on GDPR & the explosion of new global privacy laws 03:26 – Is GDPR the global gold standard? 05:04 – GDPR enforcement today: Who gets fined and why 07:09 – Cultural attitudes toward data: EU vs. US 08:51 – The EU AI Act explained: Risk tiers, guardrails & human oversight 10:48 – What businesses must do: DPIAs, fundamental rights assessments & more 13:38 – Shadow AI, risk appetite & internal governance challenges 17:10 – Should you upload company data to ChatGPT? 20:40 – How the AI Act affects countries outside the EU 24:47 – Will privacy improve over time? 28:45 – What teams can do now: Tools, processes & data audits 33:49 – Data enrichment tools: targeting vs. Legality 36:47 – Will anyone actually check your data practices? 40:06 – Steven’s top tips for navigating GDPR & AI 

Ever wondered what it’s like to be a luxury hotel marketer? In this episode of the DMI Podcast, host ⁠⁠Will Francis⁠⁠ speaks with Mary Beth O’Connor, an experienced hospitality marketing professional whose career has taken her from international sales to Director of Sales & Marketing at the legendary Pierre Hotel in New York City.Mary Beth shares insider perspectives on how hotels and resorts can maintain their identity and customer loyalty in an age dominated by online travel agents, why “people are the product,” and what all businesses can learn from the hospitality mindset.She also explores the rise of wellness travel, the power of partnerships, and how authenticity, curiosity, and personalization drive success in hospitality marketing.Mary Beth’s Top 3 TipsStay curious and keep learning: The marketing industry changes constantly — adapt with it.Keep it personal: Hospitality is built on relationships and genuine connection.Build partnerships: Creative collaborations can amplify reach without huge budgets.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!Timestamps3:23 – How online travel agents changed hotel marketing6:04 – Selling experience, not just rooms: the people-first approach8:09 – Retention, culture, and leadership in hotels10:27 – Human stories that build brand loyalty12:03 – Bringing hotel staff personalities into marketing13:41 – What makes hospitality marketing unique14:59 – Digital marketing, events, and local partnerships18:43 – How travel audiences changed after the pandemic21:13 – Global markets and U.S. traveler demand23:32 – Marketing multiple offerings (rooms, restaurants, spa)26:19 – Branding luxury properties and using heritage wisely29:24 – Benchmarking top hotel brands31:21 – Marketing inside the property and guest personalization33:00 – Balancing technology and human touch in luxury34:07 – Why arrival experience defines customer loyalty36:44 – Lessons all businesses can learn from hospitality38:11 – Emerging trends: wellness, sustainability, and women’s travel40:28 – Using digital and webinars for B2B marketing43:26 – Influencer marketing in hospitality: challenges and best fits47:24 – Advice for aspiring hospitality marketers

How often do innovators ask themselves if someone really needs their products? In this episode of the DMI podcast, host Will Francis speaks with Laurier Mandin, founder of Graphos Product and author of I Need That. With over 30 years helping innovators bring ideas to life, Laurier reveals how brands can turn customer wants into needs by focusing on empathy, validation, and true problem-solving. Laurier shares lessons from working with sustainable B2B products like recycled wind-turbine materials and explains why many innovators still skip the crucial step of validating whether anyone needs what they’re building. He also discusses the psychology behind purchase decisions, our “dog brain” versus “tank brain”, and why clarity and simplicity in messaging always win.Laurier’s Top 3 Tips for MarketersValidate properly: Test your product with real money or real commitment, not just surveys.Go beyond MVP to “MWP” (Minimum Wow Product): Build something that makes people say wow, not just it works.Focus on empathy and clarity: Cut the clutter, connect emotionally, and make the need unmistakable.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!1:00 – Why “need” trumps “want” in marketing psychology4:40 – Pain points and empathy: How to connect like Steve Jobs9:00 – Building trust and shared purpose with customers11:00 – Inside Laurier’s work: guiding innovators and building go-to-market roadmaps13:00 – Case study: Recycling wind-turbine blades into building materials16:00 – How to persuade risk-averse buyers to adopt innovation20:00 – Getting involved early: linking product development and marketing24:00 – Finding the original need behind every innovation27:00 – Why simplicity beats features (and what Apple teaches us)33:00 – Positioning for your tribe: how similar products can coexist34:00 – Lessons from I Need That: validation, emotion, and the “dog brain”38:00 – How to run validation that actually works44:00 – Laurier’s “Innovative Product Go-to-Market Roadmap” explained48:00 – Using AI to accelerate, but not replace, expertise49:00 – Which marketing channels work best today55:00 – Balancing paid and organic: why SEO still matters57:30 – Laurier’s top advice for innovators

What’s the key to turning research into lasting brand growth? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Heather O’Shea⁠, Chief Research Officer at Alter Agents. With a career spanning Snapchat, Twitter, and Kantar, Heather shares her expertise on consumer insights, research methods, and how brands can better understand their audiences. She explores how qualitative and quantitative research work together, how AI is transforming the speed of insights, and how neuroscience reveals subconscious behaviors. Heather also discusses shifting consumer values, particularly among Gen Zers, the pitfalls of obsessing over clicks, and why marketers should focus on long-term brand growth. She also reflects on her move from client-side to agency-side research and offers practical advice for marketers looking to get closer to their audiences.What You'll Learn:How leading brands use insights to tackle tough business challengesThe difference between qualitative and quantitative research, and when to use eachWhy AI is transforming qualitative analysis and speeding up researchThe role of neuroscience in uncovering subconscious consumer behaviorsHow platforms like Snapchat use research to guide marketers on effective activationThe shift from client-side to agency-side research, and what that means for insights workHeather’s Top 3 Tips for Effective Research Give people space — During research, step back and let conversations flow naturally to reveal unexpected insightsLook past your assumptions — Keep an open mind to discover what you weren’t looking for.Move beyond clicks — Prioritize meaningful metrics that show true impact and support long-term brand growthThe Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!0:03:38 – What keeps brands up at night: premium, value, and video influence0:07:09 – Why Gen Z expects brands to take a stand0:09:32 – Research methods: qualitative, quantitative & mobile ethnographies0:14:19 – Using neuroscience and immersion to uncover true behavior0:16:55 – Strengths and drawbacks of qualitative vs. quantitative research0:21:11 – How AI helps analyze unstructured qualitative data0:25:50 – Partnering with platforms like Snapchat for trend insights0:31:42 – Moving from client-side to agency-side research0:35:16 – Heather’s career lessons & finding the right fit0:44:14 – The future of market research & role of AI0:47:40 – Practical tips to better understand your audience0:50:22 – The one metric Heather would scrap: clicks

Looking for a new role and disheartened by the job market? In this episode of the DMI podcast, host ⁠⁠Will Francis⁠⁠ chats with ⁠Terry Payne⁠⁠ of Aspire Recruitment and Executive Edge about the findings from Aspire’s recent report on digital marketing salaries across 5 different territories. They get stuck into how the job market has shifted at every level, from the decline in entry-level roles to the boom in senior positions. Terry shares insights on regional hiring trends, salary expectations across markets, and how AI is actually reshaping recruitment. He also gives practical advice for job seekers navigating today’s highly competitive, candidate-driven market. You can view and download the 2025 Salary Guides on the DMI website. They cover four key regions: the UK, the US, MENA, and APAC.What You'll Learn:How AI is impacting entry-level, mid-level, and senior marketing rolesThe regions and industries driving growth in marketing jobsSalary trends across the UK, US, Dubai, and Asia in 2025How hybrid work is replacing remote-first opportunitiesPractical strategies for standing out as a candidate in a crowded job marketTop 3 Tips for Job SeekersHumanize your profile – LinkedIn is your shop window, so keep it sharp, authentic, and supported with testimonials.Practice, practice, practice – Prepare for interviews by rehearsing competency-based answers with real, measurable achievements.Be resilient – Volume is key. Keep applying, networking, and following up—don’t get disheartened by knockbacks.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!Timestamps & Key Sections0:00:51 – Overview of the job market shifts in 20250:04:23 – How AI is reshaping entry-level opportunities0:08:14 – Growth in senior roles and startup demand for CMOs0:11:51 – Rising demand for SEO, social media, and data roles0:13:27 – Regional differences: Middle East growth, US recovery, UK resilience0:16:51 – The decline of remote roles and rise of hybrid work0:19:34 – 2025 Salary Guide: key trends and rising pay gaps0:24:10 – Which sectors are driving salary increases0:30:05 – Managing unrealistic workloads and setting expectations0:32:55 – How to stand out when applying for jobs0:37:35 – Building a strong LinkedIn profile and showing your “sizzle”0:43:32 – Preparing for interviews and presentations0:46:49 – The importance of communication and leadership “power skills”0:50:43 – Terry’s three top tips for job seekers