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In this special Marketing the Madness x Shoptalk Europe episode, our host Katie is joined by the powerhouse duo from Jägermeister, Susanne and Maren, who dive deep into what digital transformation really looks like behind the scenes.

Live from Shoptalk Europe in Barcelona, we unpack how this iconic FMCG brand is evolving from heritage liquor to digital-first DTC innovator — all powered by a tiny team and smart tech.

Together, they explore:

Global Digital Transformation – How Jägermeister streamlined 18 local websites into one scalable platform, enabling global consistency with local flexibility.

Smart Tech Stack Choices – Why they chose Shopify and Contentful to future-proof their eCommerce and content operations — and how it empowered a tiny team to move fast.

Real-World Personalisation – From engraved bottles to limited-edition drops, discover how Jägermeister is using personalisation to deepen loyalty and drive online sales.

Leadership & Change Management – The cultural, strategic, and operational lessons from leading transformation in a legacy brand — including the power of worst-case planning and stakeholder empathy.

Tune in for honest lessons, practical takeaways, and a little bit of Jäger spirit.

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
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https://www.instagram.com/street.agency/
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What does it take to build one of the UK’s most influential sneaker platforms from scratch?

In this episode of Marketing In The Madness, Katie Street is joined by George Sullivan, founder and CEO of The Sole Supplier, for an unfiltered conversation on building a business that’s as much about community as it is about commerce.

Starting from a spare room and a sneaker obsession, George turned a side hustle into a full-funnel powerhouse partnering with major global brands like Nike, adidas, and UGG, and outperforming retail giants like JD Sports in SEO.

Tune in as George gets real about:

→ How he went from NHS recruitment to partnering with brands such as Nike and Adidas
→ Nearly losing it all (twice) and what it taught him about leadership
→ Why human-first marketing (not AI) is the future of ecommerce

Whether you're a marketer, founder, ecommerce leader or just sneaker-obsessed, this episode is packed with practical insights on brand building, resilience, and what it really means to lead with purpose in a fast-moving, tech-driven world.

George Sullivan

https://www.linkedin.com/in/george-sullivan-96397765/

The Sole Supplier

https://thesolesupplier.co.uk/

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/

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In this episode of Marketing in the Madness, Katie explores the future of online shopping with Sophie Frères, CEO and co-founder of LiSA - the social commerce engine powering brands like M&S and Zalando.

We’re talking:

- Live shopping that actually converts,
- Why Gen Z doesn’t care about your editorial content
- How employee-generated content (EGC) is reshaping retail
- The surprising truth behind why human-led content is outperforming polished studio shoots.

Sophie breaks down how LiSA is bringing the social experience back into e-commerce - creating immersive, scalable shopping journeys that blend TikTok-style discovery with proper retail ROI.

From building micro-communities to using AI (the good kind, not the creepy avatar stuff), they explore what retailers need to do today to stay relevant tomorrow.

If you work in retail, fashion, or just want to know why everyone’s saying M&S is the new Zara - we've got really exciting stats and insights to share with you on this one.

Sophie Freres
https://www.linkedin.com/in/sophie-frères-née-spethmann-3316548/

LiSA
https://www.hello-lisa.com/about-us

Katie Street:
https://www.linkedin.com/in/katiestreet/
https://www.instagram.com/streetmate/

Marketing in The Madness
https://marketinginthemadness.buzzsprout.com/
https://www.linkedin.com/company/marketing-in-the-madness-podcast/
https://www.instagram.com/marketinginthemadness/

Follow Street Agency:
https://street.agency/
https://www.instagram.com/street.agency/
https://www.linkedin.com/company/streetagency/