"Who Gives a Crap" on DTC vs retail, small budgets and their first TV campaign - Emily Kraftman, Managing Director UK
Uncensored CMO9 Elo 2023

"Who Gives a Crap" on DTC vs retail, small budgets and their first TV campaign - Emily Kraftman, Managing Director UK

Emily Kraftman is the Managing Director for UK & Europe for a brand who are disrupting a category no one else thought to, toilet paper. That brand is, of course, Who Gives A Crap. Their quirky nature, fun packaging and strong stance on sustainability are helping them make a dent in a big-brand dominated category. Emily has had quite the career, starting out working on Stella Artois, before leaving the corporate life to join a young Deliveroo to head up their "Rider Marketing" division. She's since made the switch from Marketing Director to Managing Director, learning to deal with all the challenges that come with the broader remit.

Watch Who Gives A Crap new TV campaign "Uncrap the World'

Timestamps:
00:00 - Intro
01:07 - Dealing with the challenges of a unique brand name
03:26 - How Emily got into marketing
05:27 - Emily’s time working on Stella Artois
08:26 - How successful was Stella Artois’ innovation in cider?
10:37 - From corporate brand to joining Deliveroo
12:24 - Not fitting in after a career switch
14:37 - Challenges of going from a safe work environment to a crazy one
17:39 - The challenges of such fast growth
19:40 - Brand positioning in a fast growing market
21:35 - From Deliveroo to Who Gives a Crap
24:13 - Who Gives a Crap Backstory
27:17 - Why go into the toilet paper market
30:24 - Power of purpose in marketing
32:54 - From DTC to retail
35:13 - Growing with small budgets
37:20 - Why B2B can help when you have small budgets
39:01 - Launching their first TV campaign
42:22 - Transitioning from Marketing Director to Managing Director

Jaksot(250)

Uncensored Renegades Launch Live from New York City with Kory Marchisotto

Uncensored Renegades Launch Live from New York City with Kory Marchisotto

Listen to the launch episode of my brand new show, Uncensored Renegades, co-hosted with Kory Marchisotto, CMO of e.l.f. and a previous guest on Uncensored CMO.Listen to the new show here:Apple Podcast...

16 Tammi 46min

Rory Sutherland on why luck beats logic in marketing

Rory Sutherland on why luck beats logic in marketing

Our most popular guest ever is back - Rory Sutherland returns for a wide-ranging conversation on why marketing works best when it embraces luck, spontaneity, and a little irrationality. From the dange...

14 Tammi 58min

How Not to Plan in 2026 with Les and Sarah

How Not to Plan in 2026 with Les and Sarah

Les Binet and Sarah Carter are back for our yearly special, tacking the biggest marketing stories of the year and what to focus on in 2026. We explore the power of consistency, disguised repetition, a...

7 Tammi 1h

Politics, persuasion and podcasts - lessons from Jimmy's Jobs of the Future

Politics, persuasion and podcasts - lessons from Jimmy's Jobs of the Future

In this special crossover episode, we’re joined by Jimmy McLoughlin, host of Jimmy’s Jobs of the Future, to explore the intersection of politics, media, and marketing. Jimmy shares how he built one of...

5 Tammi 52min

Never Mind The Adverts 2025 Review with Orlando Wood

Never Mind The Adverts 2025 Review with Orlando Wood

This week’s bonus episode comes from Never Mind the Adverts, hosted by Jon Evans and joined by returning Uncensored CMO guest Orlando Wood. Together, they look back on the biggest marketing stories, d...

31 Joulu 202549min

Why we all need to slow down in 2026 - Emma Harris

Why we all need to slow down in 2026 - Emma Harris

Emma Harris spent a decade revolutionising Eurostar as its Marketing and Sales Director, leading the brand through years of success and navigating multiple crises. Now the Founder and Chief of Glow Lo...

22 Joulu 202542min

Mark Ritson's Top Marketing Moments of 2025

Mark Ritson's Top Marketing Moments of 2025

As has become a tradition, marketing professor Mark Ritson is back to break down his top 10 marketing moments of the year. We talk fighter brands, the president, Amazon's grannies, deepfakes, mergers ...

18 Joulu 202553min

Is AI killing SEO? Semrush Spotlight with Andrew Warden

Is AI killing SEO? Semrush Spotlight with Andrew Warden

Andrew Warden, CMO of Semrush, joins us to unpack how AI is reshaping search, and what it means for marketers heading into 2026. We discuss whether SEO is really “dead,” the biggest insights from Semr...

15 Joulu 202539min

Suosittua kategoriassa Liike-elämä ja talous

sijotuskasti
mimmit-sijoittaa
rss-rahapodi
psykopodiaa-podcast
rss-rahamania
ostan-asuntoja-podcast
pomojen-suusta
rss-seuraava-potilas
rss-sisalto-kuntoon
taloudellinen-mielenrauha
rss-lahtijat
rss-20-30-40-podcast
rss-h-asselmoilanen
rss-bisnesta-bebeja
rss-karon-grilli
sijoituspodi
rss-startup-ministerio
rss-inspiroivat-naiset
rss-inderes
rss-siksi-viestinta