Posts
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We Did Not Herd Cattle Together
A small research note on cold outreach. With data. And a French expression A few weeks ago, I posted a rant on LinkedIn about cold outreach emails: the kind that start with “Hi Isabelle,” as if we were old friends, go on for three paragraphs of self-congratulation, and end with an exclamation mark. The rant…
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From Productivity Pressure to Possibility: A CMO’s View on AI in Marketing
A personal view on how marketing leaders are navigating AI in marketing — balancing fear, productivity pressure, and the opportunity to create better, more human work.
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Why Marketing Budgets Feel Like Responsibility, Not Privilege
A personal reflection on what really lies beneath the surface of marketing budgets. A few weeks ago, I had the pleasure of hosting a webinar with Tom Mills, who is, in my view, one of LinkedIn’s more thoughtful voices on procurement. Our topic was the familiar friction that so often arises between procurement and marketing.…
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The Email at the Till
What a simple request for a digital receipt reveals about marketing, data, and consent I am not, by nature, a shopper. The word itself – with its implications of browsing without purpose and surrendering myself to the controlled chaos of retail – makes me slightly queasy. I am an introvert in the truest sense, and…
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AI Spend Isn’t The Risk. Invisible AI Spend Is.
Over the past year, I’ve watched AI move from something we were experimenting with to something we simply use every day. Not just in theory, but in practice. I see it clearly in my own team. There isn’t a single function in marketing that isn’t using AI in some way — from brand and content…