August 8, 2023

Ep.

95

45:53

MIN

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

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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.

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Creators and guests

Jon Evans

Host

Jon Evans

Host of Uncensored CMO

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Timestamps

Intro

Dealing with the challenges of a unique brand name

How Emily got into marketing

Emily’s time working on Stella Artois

How successful was Stella Artois’ innovation in cider?

From corporate brand to joining Deliveroo

Not fitting in after a career switch

Challenges of going from a safe work environment to a crazy one

The challenges of such fast growth

Brand positioning in a fast growing market

From Deliveroo to Who Gives a Crap

Who Gives a Crap Backstory

Why go into the toilet paper market

Power of purpose in marketing

From DTC to retail

Growing with small budgets

Why B2B can help when you have small budgets

Launching their first TV campaign

Transitioning from Marketing Director to Managing Director

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