Scratch: CMO Interviews

Eric Fulwiler, Viren Samani

Booking Overview

Scratch is a challenger-marketing CMO show where marketing leaders share how they build brand advantage and growth strategies. It’s especially useful for PR because guests are senior, story-rich marketing decision-makers who can speak to positioning, culture, and measurable business outcomes in clear, actionable terms.

Metrics

Episodes: 121

Frequency: Irregular

Rating: 5.0/5.0

Estimated listeners: 100 - 1,000

Gender skew: Male

Listener location: United Kingdom

YouTube: 1.1k subscribers

Instagram: 1.1k followers

Contact Information

Publicly listed emails

lance.petersen@wearerival.com

Looking for the right person? Join Podseeker to find direct host and producer contacts and manage your podcast outreach.

Host

Eric Fulwiler - Hosted by Eric Fulwiler; Scratch is a production of Rival (a marketing innovation consultancy). The show focuses on how challenger marketers rewrite the marketing rule book and provides simple, cle...

Viren Samani - Scratch is hosted by Viren Samani and, in at least one episode, he is joined by a CMO guest to discuss challenger marketing strategy in depth.

Booking Intelligence

Booking Requirements

medium

Typical Credentials:

CMOs or senior marketing leaders from notable brands and high-growth challenger companies; in some cases founders/entrepreneurs building hyper-growth startups with challenger marketing approaches

Required Achievements:

leading brand and creative strategy at a fast-growing company or major brand, driving measurable growth through challenger positioning and brand preference, building a recognizable cultural/brand advantage, delivering campaigns or frameworks that can be explained as repeatable playbooks

Recent Guest Discussions

Philip Edsel - Building Cultural Relevance Through Culture Listening; Structuring Teams Around Culture; Simplifying Marketing Language; Using Audience Feedback (surveys) To Drive Creative And Product Decisions; Brand Vs Investor Messaging; Marketing Credibility And Trust

Rory O'Neill - Building Brand Preference In B2b; Competing As A Challenger By Picking One Fight; Culture And Reinvestment Strategy; Stakeholder Mapping; Consumer Skills Applied To B2b; Simplifying Marketing Language; Integrating Data And Creative

Tracey-Lee Zrcher-Campbell - Building Trust In Controversial Financial Category; Selling Brand Investment To Cfos; Communicating With Performance-focused Finance Leaders; Black Friday Campaign Strategy Involving A High-risk Approach; Brand Lag Economics; Boldness With Strategic Justification; Integrating Marketing With Product And Finance; Customer Equity And Lifetime Value Framing

Recent Topics

Marketing, Brand, Personal Growth, B2b, Positioning

Episodes

Here's the recent few episodes on

Scratch: CMO Interviews

Rebundling Culture: How Cîroc is Building a Next-Gen Community in a Fragmented World

September 10, 2026

In the latest episode of Scratch, Nick Tran, President and CMO of First Round, breaks down what culture actually looks like when people put their phones down, why brands are over-indexing on micro-cultures, and what it takes to create work that cuts through the sea of sameness.From building Cîroc Athletic Club into a media and events platform to rethinking the traditional conference format at Cannes, Tran shares how brands can respond to changing social behaviors by creating spaces people gen...

How Ladder became Apple's favorite app and made Hilary Duff the face of fitness

June 24, 2026

In the latest episode of Scratch, Philip Edsel, VP of Brand & Creative at Ladder, breaks down why most marketing misses the mark and what separates brands that feel cultural from those that feel tone-deaf. As fitness platforms multiply and algorithms fragment audiences, Ladder's strategy isn't to chase trends. It's to listen obsessively to what members actually want—and let that drive every creative decision. We get into: → Why cultural relevance can't be outsourced (or bought from a report) ...

Checkout.com’s Playbook for Beating Global Giants: Pick One Fight.

June 10, 2026

Rory O'Neill, CMO of Checkout.com, doesn't just solve for payments- he's solving for brand preference in a crowded payments space. And he's doing it by competing on what's different, not what others do better. That insight changes everything, from how you position payments to how you build a team that can sustain growth as a challenger. In the latest episode of Scratch, Rory breaks down the playbook that lets Checkout compete with global giants. Brand preference wins 95% of B2B deals before s...

Publicly listed emails

lance.petersen@wearerival.com

Looking for the right person? Join Podseeker to find direct host and producer contacts and manage your podcast outreach.

Get your clients booked on top podcasts

Try us risk free with a FREE 3 days trial.

Start Your Free Trial

Join hundreds of PR teams using Podseeker to pitch and land bookings