Frontier CMO Podcast by Think with Google

Most football clubs are built around matchday but not Arsenal. As it enters its 140th year, the team in a lot of ways, is only just getting started. 

In this episode of Frontier CMO, Josh travels to London to meet Juliet Slot, Chief Commercial Officer at Arsenal Football Club, on home turf to go inside the playbook behind one of the most engaged global fanbases in sports. 

From the rapid rise of the women’s league to the clubs’ staying power of “cool,” Juliet shares why serving your fanbase is better than trying to sell them. 

This conversation lands at a historic moment with the club reaching its first UEFA Champions League Final in 20 years and is within reach from capturing the Premier League title. As FIFA tournaments kick off around the globe, this is your front row ticket to exploring how one of the world’s biggest clubs is making its mark across platforms, geographies, and generations.

00:00 Arsenal’s Global Brand Philosophy

02:00 Serving Fans Beyond Match Day

04:10 Building a Modern Global Football Brand

06:00 Fashion, Culture & the Arsenal Identity

07:30 Personalization, Content & AI Strategy

09:40 Understanding Different Types of Fans

10:45 Measuring Real Fan Engagement

12:30 The Viral Women’s Football Dating Campaign

14:00 Fans as Co-Creators of the Arsenal Brand

16:30 Authentic Marketing vs. Over-Selling

18:40 Growing Arsenal Women Into a Global Business

22:45 Choosing the Right Brand Partnerships

24:20 Purpose-Driven Campaigns & “No More Red”

25:45 Creating One Unified Club Culture

27:00 Winning Beyond Trophies

29:20 The Future of Sports, Tech & Virtual Viewing

32:00 Why Arsenal Resonates Around the World

34:00 Final Lessons on Community & Long-Term Growth

Marketing is entering its most complex era yet. AI is accelerating everything—but the real challenge is making sense of a system that is fragmenting faster than ever.

In this episode of Frontier CMO, Josh Spanier sits down with Asmita Dubey, Chief Digital and Marketing Officer at L’Oréal Groupe, who leads digital transformation across the world’s largest beauty company. With more than 90,000 employees and dozens of global brands, Asmita is responsible for navigating how AI, data, and creativity reshape marketing at enterprise scale.

The conversation explores why fragmentation defines modern marketing—from the consumer journey to the marketing organization itself—and how leaders must respond by building systems that scale learning. Asmita shares how L’Oréal has operationalized transformation through massive upskilling, AI-powered content creation, and a culture built around what she calls the “dual muscle” of math and magic: the balance of technology, creativity, speed, and brand building. 

For CMOs and founders navigating a moment where AI is reshaping every layer of marketing—from insight to creation to commerce—this conversation offers a practical blueprint for leading transformation while protecting the creative heart of the brand.

00:00 – The Marketer’s Dilemma: Fragmentation in the AI Era

01:00 – Meet Asmita Dubey & L’Oréal’s “Math + Magic” Philosophy

02:00 – A Global Career & How Background Shapes Leadership

03:30 – Growing Up in a Family of Teachers & Lifelong Learning

04:45 – Leading Through Influence in a Complex Organization

06:00 – Inside L’Oréal’s Massive Marketing Ecosystem

07:30 – Stakeholders Then vs. Now: The Expanding Marketing Universe

09:00 – Marketing Meets Engineering: The Rise of Beauty Tech

10:30 – Staying Ahead: Culture, Curiosity & Continuous Reinvention

11:45 – Building an Entrepreneurial Culture at Scale

13:00 – Upskilling 30,000+ Marketers & Skill-Based Organizations

15:00 – L’Oréal’s Digital Transformation: From 5% to 30% E-Commerce

17:00 – Changing Consumer Behavior & New Operating Models

19:00 – Measurement Matters: Balancing Short-Term ROI & Brand Equity

21:00 – Lessons from China: Speed, Scale & Consumer-First Thinking

23:30 – Agentic Commerce & the Future of Beauty Shopping

26:00 – Why Fragmentation Is the Biggest Marketing Challenge

29:00 – AI’s Role in Rebundling Marketing & Breaking Silos

31:00 – AI-Powered Consumer & Marketer Journeys Explained

33:00 – Inside L’Oréal’s AI Tools: Creaitech & Content at Scale

35:00 – What’s Next: The Future of Marketing in the AI Era

37:00 – Rapid Fire: Signal vs. Noise (AI, Influencers, Innovation)

40:00 – Final Takeaways: Fragmentation, Learning Systems & Dual Muscle

Marketing is no longer downstream from product. It is the operating system.

In this episode of Frontier CMO, Josh Spanier sits down with Emma Grede, founding partner and Chief Product Officer at SKIMS, Co Founder & CEO of Good American, and Co Founder of Off Season, to unpack what it really takes to build durable brands in a culture obsessed with moments. Emma shares why product discipline matters more than hype, how to operationalize cultural relevance, and why speed is the ultimate competitive advantage.

The conversation explores AI adoption inside fast-scaling companies, where automation should power the business, and where it should never touch creative. Emma also reflects on talent partnerships, decision velocity, resilience, and why the best leaders aren’t the ones who make perfect decisions, but the ones who make more of them.

For founders and CMOs navigating growth where culture, commerce, and AI collide, this is a blueprint for building brands that last.

Marketing leadership today is defined by pressure: AI disruption, declining trust in institutions, cultural fragmentation, and relentless growth expectations.

In this episode of Frontier CMO, Josh Spanier sits down with Carla Hassan, Chief Marketing Officer of JPMorganChase, who leads more than 3,000 marketers across one of the world’s most recognized financial brands. From her early life shaped by displacement to stewarding a 200+ year-old institution, Carla shares how resilience and clarity shape her leadership.

The conversation explores why “you don’t build trust with a tagline,” how trust is earned locally at scale, and what it really takes to modernize a marketing organization. Carla unpacks how AI is transforming roles from writers to editors, why layering AI onto broken processes fails, and how CMOs must rethink org design, workflows, and decision rights.

For leaders navigating complexity inside large systems, this episode is a candid look at transformation, operational discipline, and building durable brands in uncertain times.

00:00 – Training Teams in the AI Era

01:00 – The Pressure of Being a Modern CMO

02:00 – Carla Hassan’s Journey & Resilience

04:30 – Global vs Local Marketing: Getting It Right

06:30 – Why Brand Consistency is Non-Negotiable

08:30 – Cultural Differences in Money & Messaging

10:30 – Building a Purpose-Driven Global Brand

11:30 – Trust, Transparency & Big Institutions

13:30 – What Modern Marketing Looks Like Today

17:00 – How AI is Reshaping Marketing Teams

20:30 – Speed, Testing & Real-Time Content Feedback

40:30 – Final Takeaways: Trust, AI & Local Relevance

Marketing is being reshaped by forces far bigger than any single campaign: AI, geopolitical fragmentation, economic pressure, and collapsing agency business models.

In this episode of Frontier CMO, host Josh Spanier sits down with a legend of the advertising world: Sir Martin Sorrell. As an architect of the industry over the last 50 years, Sir Martin shares his unvarnished perspective on where marketing power is shifting now and what CMOs must do to stay relevant.

The conversation breaks down why traditional agency holding companies are struggling, why AI adoption is being driven more by CFOs than CMOs, and where true transformation is already happening at scale.

00:00 – The Power of Branding in a Changing World

01:19 – “Two Drunks and a Lamppost”: On Agency Consolidation

03:34 – What CMOs Can Learn from Ogilvy & the Saatchis

07:42 – Who’s Building the New Marketing Paradigm?

10:13 – Why Agencies Are Falling Behind in the AI Era

13:41 – Why the CFO Is Driving AI Adoption

16:53 – Creativity’s AI Golden Age?

18:45 – The GM Model: AI at Scale in Action

22:43 – The Skills the Next CMO Must Master

28:53 – Is the Long-Term Brand Era Over?

35:00 – Rapid Fire: AI, Agencies & Overcapacity

37:44 – The Most Exciting Market in the World Right Now