The UnEDited Marketing Podcast

Crisis, Comms & Retail Reality: What Really Happens Behind the Scenes at Currys with Tatiana Raikes

Corporate comms isn’t glamorous — it’s pressure, politics and problem-solving at speed. In this episode, Tatiana Raikes, Head of External Communications & Corporate Affairs at Currys, takes us inside the real world of crisis comms, government relations and reputation management in one of the UK’s biggest retailers. We cover everything from her early days in PR agencies (cold-calling journalists and blagging her way through the old-school media world), through to lobbying in the City, and now leading corporate affairs for a FTSE-listed retailer in a sector that changes by the hour. Tatiana shares what people get wrong about lobbying, why corporate voice must be consistent across government and media, and how Currys manages peak season, customer expectations and a rapid digital transformation — all while keeping the business protected from reputational risk. This episode is packed with practical insights on crisis planning, influencing senior leaders, building internal trust, and staying calm when the unexpected inevitably hits. • What corporate affairs actually does inside a retailer like Currys • Why PR and lobbying now overlap more than ever • How to talk to government, the media and customers with one voice • Why customers shape every piece of corporate messaging • The truth about hybrid retail and why stores still matter • How Currys manages Black Friday pressure and peak trading comms • Inside a real “war room”: live data, media angles & rapid response • How to get senior leaders to listen — without becoming a yes-person • What makes great comms people: listening, curiosity, resilience • How to plan for crisis, test your plan and handle the moment it hits • Why authenticity wins in modern leadership and public comms

How Samsung Scales Affiliate Marketing: Strategy, Partners & Real ROI with Germana Mitrani

Affiliate marketing is one of the most misunderstood channels in modern marketing. In this episode, Germana Mitrani, Affiliate Marketing Manager for Samsung’s MX Division (mobile experience), joins Ed to break down what affiliate marketing really is, how Samsung runs it at scale across smartphones, tablets, watches and laptops, and how to do it properly. Germana shares her unusual journey from Italy to London, from fashion to tech, and from agency life to leading Samsung's affiliate strategy across Europe. We cover everything: • How to build an affiliate programme from scratch • How Samsung manages partners, compliance and scale • Why creative versioning increases conversion by up to 60% • The biggest affiliate risks nobody warns you about • How to select partners, onboard them and avoid wasted spend • Why “trust” and “alignment” are as important as commissions • How to measure success and communicate it upwards and downwards • The lightning round: best campaigns, favourite tools and big wins If you work in performance marketing, ecommerce, tech, partnerships or digital strategy—this is a masterclass. • What affiliate marketing actually is (beyond last-click) • The partners that matter: cashback, content, CSS, influencers • How Samsung chooses and manages affiliates • Why audience understanding shapes your affiliate plan • How product launches work across affiliate channels • Why creative versioning boosts conversions by 60% • Managing internal politics & product category owners • Affiliate risks: code leaks, keyword bidding, misaligned messaging • Tools agencies use to detect misuse & protect the brand • Reporting, success metrics & how to influence senior stakeholders

Inside Ford's Marketing Engine With Will May Part 2

n part two with Will May, we go deeper into the operational and strategic side of Ford’s marketing engine. We break down the partnership scoring matrix, the challenges of Europe-wide activation, and how siloed markets create friction between strategy and execution. Will also shares what he’s learned from Ford’s partnerships with Amazon, Condé Nast, Vogue and Red Bull, and why trust is the most undervalued ingredient in great marketing. We also explore: • Why the consumer mindset is nothing like the corporate mindset • Why electric vehicles create confusion, hesitation and stalled sales • Why government pressure and OEM competition make brand differentiation harder • How marketers can avoid internal blindness and stay outward-looking • The future of automotive storytelling and electric brand positioning Ends with a teaser for the bonus AI episode. • Ford’s scoring model for partnership evaluation • How to convince internal stakeholders • Why regional markets resist central strategy • EV confusion & consumer psychology • Why creative context matters across media partners • Where Amazon, Vogue and Condé Nast partnerships succeeded • Why trust beats micromanagement • Lessons from failed partnerships • The future of automotive differentiation • Why marketers must bring “the outside world” in

How Ford Builds Partnerships: Motorsport, Data & Brand Truth with Will May

What does partnership marketing really look like inside Ford? In this episode, Will May, Paid Media & Brand Partnership Manager for Ford of Europe, takes us inside one of the most complex marketing machines in global automotive. 
Will shares how he moved from accounting (!) to dealer sales, to fleet sales, to CRM, and then into the high-octane world of motorsport marketing. From WRC and Formula Ford to the World Endurance Championship and the Ford GT programme, Will explains how these partnerships shaped his thinking about audiences, storytelling and commercial value. 
We also go deep on Ford’s long-running partnership with Ken Block—how it started, what made it work, and why his audience offered something no traditional media buy ever could. 
This episode is packed with honesty about internal politics, audience segmentation, budgeting, misused sponsorships, and why data (not opinions) has to lead decision-making. 

Marketing Transformation in Higher Education with Morgan Summers-Smith

Higher education marketing has never faced more pressure. With shifting government policy, global competition, rising expectations from international students, and institutions wrestling with slow internal processes, the sector is being forced to transform.
In this episode, Ed speaks with Morgan Summers-Smith, Student Promotion Marketing Manager at Birmingham Business School, about what it really takes to modernise marketing inside a university.
Morgan shares her journey from fast-paced arts and placemaking campaigns in Australia to the more complex, stakeholder-heavy environment of UK higher education. She explains why ROI, storytelling, academic engagement and team culture now sit at the heart of effective student recruitment.They also explore how to avoid becoming “institutionalised”, how to operate with pace inside a slow system, and what today’s marketing leaders need to do to build resilient, curious, future-ready teams.
A must-listen for anyone working in university marketing, student recruitment, or transformation projects inside large organisations.

Tom Grimshaw: Inside Suzuki’s Marketing Mindset

Why is automotive marketing still so chaotic, relationship heavy and gloriously messy behind the scenes? In this episode of UnEDited, Ed sits down with Tom Grimshaw, Network Marketing Manager at Suzuki GB, to expose the reality of supporting over 100 retailers who all want different things at the same time.
Tom’s a lifelong petrolhead who’s done it all — dealership sales, agency life, manufacturer strategy — and he spills the truth about what really drives results in the auto world. From reviving a marketing portal no one was using, to convincing busy retailers to actually do the right marketing, to navigating the madness of EV launches, AI shaking up search, and customers walking in more informed than ever… nothing is off the table.
We also dive into Suzuki’s Good Different brand platform, the future of automotive marketing, and Tom’s most underrated advice for anyone working with partners, networks or franchise models.
If you want honest insight, big opinions and zero corporate fluff, this one’s for you.

Lauren Clements: Aesthetics marketing, ethical grey areas & learning strategy on the job

In this episode of UnEDited, Ed sits down with Lauren Clements, UK Marketing Lead at BTL Aesthetics, to explore the reality of working in a fast growing industry that’s still learning how to market itself.
Lauren shares how she went from clinic floor social media to national strategy with no formal training, what she wishes she’d known earlier and how she built trust inside a sales led organisation.
They dive into the ethical grey areas the aesthetics world rarely talks about, including the surprising crossover between human medical devices and veterinary use, and the responsibility marketers carry in shaping healthier beauty and wellbeing narratives.
From capability gaps to brand storytelling to the future of professionalism in aesthetics marketing, this episode offers honest insights from someone shaping the sector from the inside.

Lotti Bruce: Strategic Clarity, Human-Centric Comms, and Messaging That Cuts Through.

In this episode of UnEDited, Ed sits down with communications strategist Lotti Bruce, Group Marketing Director for The Pig Hotels, to unpack what truly makes messaging land in todays fast-moving world. Drawing on her extensive experience across corporate, public sector, and brand environments, Lotti shares practical insights on how organisations can communicate with confidence, even when navigating complex high-stakes situations. From crafting messages that resonate across diverse audiences to building trust through transparency and clarity, Lotti brings real-world stories and examples that reveal what great communication looks like behind the scenes. If you’ve ever wondered why some messages inspire action while others fall flat, this episode is a must-listen.

Jon-Paul Gabriele: Crisis Truths, Brand Survival, and PR That Protects People

In this episode of UnEDited, Ed sits down with crisis communications expert Jon-Paul Gabriele from Immersive to explore what really happens when brands are blindsided by disaster. From sudden social media firestorms to full-scale reputational meltdowns, Jon-Paul shares raw insights and real-world stories from the front lines, including why social media has become the first responder in any crisis, how KFC turned a national embarrassment into a PR masterclass, and why the best crisis plans don’t just save brands but protect people. If you’ve ever thought, “That would never happen to us,” this episode is a must-listen.

Aren Grimshaw: Cracking the Sales vs Marketing Code

This time, Ed sits down with Aren Grimshaw, Global Integrated Marketing Leader at ZF Group, for an honest look at what it really takes to bring sales and marketing together.
Aren shares why finding balance between these teams is critical for business success, what being a strong leader truly looks like, and why it’s perfectly fine not to have all the answers. He also dives into the power of storytelling and how building the right culture can drive both brand and team growth.
If you’re leading a team or steering a brand, this episode is packed with straight-talking insights you’ll want to hear.