Helen Cutmore: Balancing E-Commerce, Retail, and Brand Growth

Hey there, listeners! In this episode of UnEDited, Ed sits down with Helen Cutmore, Marketing Director at De’Longhi, to tackle one of the biggest headaches in modern marketing. How do you balance e-commerce with retail without losing your brand in the process? 

With a CV that includes Bacardi, PepsiCo, and now De’Longhi, Helen knows exactly what it takes to adapt global brands to local markets, navigate the tension between brand-building and performance marketing, and prove that retail still has a place in a digital-first world. 

She also lifts the lid on what great marketing leadership actually looks like, how to structure teams that actually deliver, and the lessons she’s learned from moving across industries. 

If you’re leading a marketing team, shaping brand strategy, or just love hearing how the biggest names in the industry make the big calls, this one’s for you.