<![CDATA[Flipping the Playbook]]>Most marketers are still following old playbooks written decades ago.

The rules have changed, but the advice hasn’t.

Flipping the Playbook is your license to rebel. 

This is your front-row seat to find out how leading CMOs are tearing up the old rules and building strategies that move the needle.

If you’re tired of being told “this is how it’s done,” let’s flip the playbook together. 

Flipping the Playbook is hosted by Reza Moaiandin and is produced by Salt Agency.

]]>https://riverside.comRiverside.fm (https://riverside.com)Fri, 10 Apr 2026 02:40:28 GMTFri, 09 Jan 2026 09:29:24 GMT60SALT.agency<p>Most marketers are still following old playbooks written decades ago.</p><p>The rules have changed, but the advice hasn’t.</p><p>Flipping the Playbook is your license to rebel. </p><p>This is your front-row seat to find out how leading CMOs are tearing up the old rules and building strategies that move the needle.</p><p>If you’re tired of being told “this is how it’s done,” let’s flip the playbook together. </p><p>Flipping the Playbook is hosted by Reza Moaiandin and is produced by <a rel="noopener noreferrer nofollow" href="https://salt.agency/" target="_blank">Salt Agency</a>.</p>episodicSALT.agencymarketing@salt.agencyno<![CDATA[Clarity, credibility or chaos: Winning travel marketing in 2026, with Matthew Gardiner | 007]]>In this episode, Matthew Gardiner, fractional CMO and former marketing leader at International Airlines Group (British Airways and Iberia), explains why most travel brands are still optimising for a funnel that no longer exists — and what needs to change as AI reshapes discovery, trust, and conversion.

Matthew breaks down how travel planning is shifting from a linear journey into a conversational experience, where AI compresses inspiration, research, and booking into a single interaction. He explores what it takes for brands to be surfaced and recommended in these environments, why clarity of positioning and credibility signals matter more than ever, and how structured content influences visibility in AI-led journeys. He also explains why the biggest barrier to conversion is no longer inspiration but confidence, and how reducing decision friction can unlock significant commercial impact.

The conversation also tackles one of the most persistent challenges in marketing: the perceived trade-off between brand and performance. Matthew argues that this is a false choice, outlining how brand investment acts as a multiplier for performance efficiency, and why many travel brands are underinvesting at a critical moment of market change. He also shares the signals CMOs should track to demonstrate brand impact, and what separates the teams that will adapt from those that won’t.

This episode is essential listening for CMOs and marketing leaders in travel and ecommerce who want to understand how AI is changing search behaviour, how to stay visible in a world of conversational discovery, and how to build a marketing system that drives both demand and conversion.

Matthew Gardiner is a fractional marketing leader and growth partner to travel brands and destinations. He has led global marketing functions within FTSE 100 organisations, including International Airlines Group, and advises businesses on brand strategy, performance marketing, and growth in rapidly evolving digital environments.

Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional thinking and navigating the transformation of marketing.

Hosted by: Reza Moaiandin
https://salt.agency/contact/

Guest: Matthew Gardiner

https://www.linkedin.com/in/matthewgardiner/

 

 

]]>9002be4a-c113-4389-ae58-1b8b73ef87ceMon, 06 Apr 2026 05:30:00 GMT<p>In this episode, Matthew Gardiner, fractional CMO and former marketing leader at International Airlines Group (British Airways and Iberia), explains why most travel brands are still optimising for a funnel that no longer exists — and what needs to change as AI reshapes discovery, trust, and conversion.</p><p></p><p>Matthew breaks down how travel planning is shifting from a linear journey into a conversational experience, where AI compresses inspiration, research, and booking into a single interaction. He explores what it takes for brands to be surfaced and recommended in these environments, why clarity of positioning and credibility signals matter more than ever, and how structured content influences visibility in AI-led journeys. He also explains why the biggest barrier to conversion is no longer inspiration but confidence, and how reducing decision friction can unlock significant commercial impact.</p><p></p><p>The conversation also tackles one of the most persistent challenges in marketing: the perceived trade-off between brand and performance. Matthew argues that this is a false choice, outlining how brand investment acts as a multiplier for performance efficiency, and why many travel brands are underinvesting at a critical moment of market change. He also shares the signals CMOs should track to demonstrate brand impact, and what separates the teams that will adapt from those that won’t.</p><p></p><p>This episode is essential listening for CMOs and marketing leaders in travel and ecommerce who want to understand how AI is changing search behaviour, how to stay visible in a world of conversational discovery, and how to build a marketing system that drives both demand and conversion.</p><p></p><p>Matthew Gardiner is a fractional marketing leader and growth partner to travel brands and destinations. He has led global marketing functions within FTSE 100 organisations, including International Airlines Group, and advises businesses on brand strategy, performance marketing, and growth in rapidly evolving digital environments.</p><p></p><p>Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional thinking and navigating the transformation of marketing.</p><p></p><p>Hosted by: Reza Moaiandin<br /><a rel="noopener noreferrer nofollow" href="https://salt.agency/contact/" target="_blank">https://salt.agency/contact/</a></p><p></p><p>Guest: Matthew Gardiner</p><p><a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/matthewgardiner/" target="_blank">https://www.linkedin.com/in/matthewgardiner/</a></p><p> </p><p> </p>no00:35:037Clarity, credibility or chaos: Winning travel marketing in 2026, with Matthew Gardiner | 007full<![CDATA[How to build, position, and scale a trust-based B2B company, with SeedLegals' Anthony Rose | 006]]>In this episode of Flipping the Playbook, Reza Moaiandin sits down with Anthony Rose, co-founder of SeedLegals and creator of BBC iPlayer, to explore how one of the most complex and opaque processes in business — fundraising — has been fundamentally rethought.

From simplifying legal complexity to building trust at scale, this conversation is a masterclass in identifying broken systems and rebuilding them around clarity, speed, and user needs.

Follow Anthony on LinkedIn: https://www.linkedin.com/in/anrose/
Please like, subscribe and share this podcast.


]]>f43a1997-9ffc-4a42-9b38-47978b1606bfMon, 23 Mar 2026 06:00:00 GMT<p>In this episode of <i>Flipping the Playbook</i>, Reza Moaiandin sits down with Anthony Rose, co-founder of SeedLegals and creator of BBC iPlayer, to explore how one of the most complex and opaque processes in business — fundraising — has been fundamentally rethought.</p><p>From simplifying legal complexity to building trust at scale, this conversation is a masterclass in identifying broken systems and rebuilding them around clarity, speed, and user needs.</p><p>Follow Anthony on LinkedIn: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/anrose/" target="_blank">https://www.linkedin.com/in/anrose/</a><br />Please like, subscribe and share this podcast.<br /><br /><br /></p>no00:48:0016How to build, position, and scale a trust-based B2B company, with SeedLegals' Anthony Rose | 006full<![CDATA[How WineDrops optimised growth around one surprising behaviour metric, with Jonny Inglis |005]]>In this episode, Jonny Inglis, co-founder of the wine platform Wine Drops, explains how to build a marketing engine driven by customer behaviour rather than campaign activity — and why focusing on a single metric can outperform dozens of performance dashboards.

Jonny reveals how Wine Drops structures its entire growth strategy around one behavioural signal: whether a customer places their first order on day one. From high-volume creative testing and scrappy founder-led advertising to designing offers that attract high-value customers rather than cheap sign-ups, he explains how this approach shapes everything from marketing campaigns to product design. He also shares why cheap CAC often leads to the wrong customers, how pattern-interrupt creative outperforms polished campaigns, and why mastering one marketing channel can be more powerful than spreading budget across many.

This is essential listening for CMOs and growth leaders trying to cut through marketing noise and build systems that prioritise customer behaviour, retention, and long-term value over vanity metrics.

Jonny Inglis is the co-founder of Wine Drops, a private membership wine platform that gives customers access to trade-level pricing on some of the world’s best wines. The company has built its growth engine around data-driven experimentation, high-volume creative testing, and a product-led approach to customer acquisition and retention. Wine Drops has expanded rapidly in the UK and recently launched in the United States under the brand Case Drops.

Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and navigating the transformation of marketing.

Hosted by: Reza Moaiandin
https://salt.agency/contact/

Guest: Jonny Inglis, co-founder of WineDrops: https://www.linkedin.com/in/jonny-inglis-4761b888/

]]>c0243881-d4f0-4778-86bb-61c3b0a68907Mon, 09 Mar 2026 02:00:00 GMT<p>In this episode, Jonny Inglis, co-founder of the wine platform Wine Drops, explains how to build a marketing engine driven by customer behaviour rather than campaign activity — and why focusing on a single metric can outperform dozens of performance dashboards.<br /><br />Jonny reveals how Wine Drops structures its entire growth strategy around one behavioural signal: whether a customer places their first order on day one. From high-volume creative testing and scrappy founder-led advertising to designing offers that attract high-value customers rather than cheap sign-ups, he explains how this approach shapes everything from marketing campaigns to product design. He also shares why cheap CAC often leads to the wrong customers, how pattern-interrupt creative outperforms polished campaigns, and why mastering one marketing channel can be more powerful than spreading budget across many.<br /><br />This is essential listening for CMOs and growth leaders trying to cut through marketing noise and build systems that prioritise customer behaviour, retention, and long-term value over vanity metrics.<br /><br />Jonny Inglis is the co-founder of Wine Drops, a private membership wine platform that gives customers access to trade-level pricing on some of the world’s best wines. The company has built its growth engine around data-driven experimentation, high-volume creative testing, and a product-led approach to customer acquisition and retention. Wine Drops has expanded rapidly in the UK and recently launched in the United States under the brand Case Drops.<br /><br />Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and navigating the transformation of marketing.<br /><br />Hosted by: Reza Moaiandin <br /><a rel="noopener noreferrer nofollow" href="https://salt.agency/contact/" target="_blank">https://salt.agency/contact/</a><br /><br />Guest: Jonny Inglis, co-founder of WineDrops: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/jonny-inglis-4761b888/" target="_blank">https://www.linkedin.com/in/jonny-inglis-4761b888/</a></p>no00:37:3415How WineDrops optimised growth around one surprising behaviour metric, with Jonny Inglis |005full<![CDATA[Creating Demand in a Commoditised Travel Market, with Lottie Norman | 004]]>In this episode, Lottie Norman, VP of Brand Transformation & Strategy at The Travel Corporation, explains how to build commercially successful travel brands in an increasingly commoditised market — and why separating brand from performance is one of the biggest growth mistakes CMOs still make.

She reveals why performance marketing converts demand but brand creates it, why legacy travel brands must shift from brand-led to consumer-led decision making, and how emotional storytelling — grounded in real experiences — becomes a strategic growth lever, not a creative luxury. From scientifically measuring happiness on youth tours to transforming a heritage brand like Trafalgar for the next decade, Lottie shares what it really takes to evolve without losing your soul.

This is essential listening for CMOs navigating short-term performance pressure while trying to build long-term brand equity — particularly in categories where differentiation is shrinking and consumer expectations are rising.

Lottie has spent over a decade operating at the intersection of brand, content, performance and transformation. She previously led marketing for Contiki and served as CMO of The Travel Corporation’s in-house marketing lab before stepping into her current role leading strategic transformation for Trafalgar. Her work spans global brand building, DTC acceleration, and embedding customer-centric thinking across large organisations.

Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and navigating the transformation of marketing.

Hosted by: Reza Moaiandin, Co-founder of SALT.agency https://salt.agency/contact/
Guest: Lottie Norman, The Travel Corporation: https://www.linkedin.com/in/lottienorman/?originalSubdomain=uk

]]>e119dcf0-c040-4e66-a9f0-f7a007dc9052Mon, 23 Feb 2026 06:00:00 GMT<p>In this episode, Lottie Norman, VP of Brand Transformation &amp; Strategy at The Travel Corporation, explains how to build commercially successful travel brands in an increasingly commoditised market — and why separating brand from performance is one of the biggest growth mistakes CMOs still make.</p><p>She reveals why performance marketing converts demand but brand creates it, why legacy travel brands must shift from brand-led to consumer-led decision making, and how emotional storytelling — grounded in real experiences — becomes a strategic growth lever, not a creative luxury. From scientifically measuring happiness on youth tours to transforming a heritage brand like Trafalgar for the next decade, Lottie shares what it really takes to evolve without losing your soul.</p><p>This is essential listening for CMOs navigating short-term performance pressure while trying to build long-term brand equity — particularly in categories where differentiation is shrinking and consumer expectations are rising.</p><p>Lottie has spent over a decade operating at the intersection of brand, content, performance and transformation. She previously led marketing for Contiki and served as CMO of The Travel Corporation’s in-house marketing lab before stepping into her current role leading strategic transformation for Trafalgar. Her work spans global brand building, DTC acceleration, and embedding customer-centric thinking across large organisations.</p><p>Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and navigating the transformation of marketing.</p><p>Hosted by: Reza Moaiandin, Co-founder of <a rel="noopener noreferrer nofollow" href="http://SALT.agency" target="_blank">SALT.agency</a> <a rel="noopener noreferrer nofollow" href="https://salt.agency/contact/" target="_blank">https://salt.agency/contact/</a><br />Guest: Lottie Norman, The Travel Corporation: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/lottienorman/?originalSubdomain=uk" target="_blank">https://www.linkedin.com/in/lottienorman/?originalSubdomain=uk</a></p>no00:41:1214Creating Demand in a Commoditised Travel Market, with Lottie Norman | 004full<![CDATA[Building affiliate programs that actually build revenue, with Adam Riemer | 003]]>In this episode, Adam Riemer, marketing strategist and one of the most respected voices in affiliate marketing, explains how AI is reshaping the economics of performance marketing — from attribution chaos to a new citation-driven economy.

He reveals why most affiliate programs waste budget instead of driving growth, explains how CMOs misunderstand top-funnel contribution, and shows how AI-powered content, coupon sites, and LLM-driven shopping experiences are already changing who really gets credit for revenue.

This is essential listening for marketing leaders who want to protect margin, improve attribution, and build sustainable growth channels in an AI-first world.

Adam has spent over a decade operating on both sides of the affiliate ecosystem — first as a seven-figure publisher, and now as an agency owner helping global brands design profitable, value-driven affiliate programs. He is a regular contributor to Search Engine Journal and Search Engine Land and is widely known for his practical, data-driven approach to growth marketing.

Adam's website: https://www.adamriemer.me/ Connect with Adam on LinkedIn:   / adam-riemer-9623732  

Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and navigating the transformation of marketing.

Hosted by: Reza Moaiandin, Co-founder of SALT.agency https://salt.agency/contact/

]]>fc521c31-7e97-44a9-9062-e9b077732012Tue, 10 Feb 2026 07:10:43 GMT<p>In this episode, Adam Riemer, marketing strategist and one of the most respected voices in affiliate marketing, explains how AI is reshaping the economics of performance marketing — from attribution chaos to a new citation-driven economy.<br /><br />He reveals why most affiliate programs waste budget instead of driving growth, explains how CMOs misunderstand top-funnel contribution, and shows how AI-powered content, coupon sites, and LLM-driven shopping experiences are already changing who really gets credit for revenue.<br /><br />This is essential listening for marketing leaders who want to protect margin, improve attribution, and build sustainable growth channels in an AI-first world.<br /><br />Adam has spent over a decade operating on both sides of the affiliate ecosystem — first as a seven-figure publisher, and now as an agency owner helping global brands design profitable, value-driven affiliate programs. He is a regular contributor to Search Engine Journal and Search Engine Land and is widely known for his practical, data-driven approach to growth marketing.<br /><br />Adam's website: <a rel="noopener noreferrer nofollow" href="https://www.adamriemer.me/" target="_blank"><b>https://www.adamriemer.me/</b></a> Connect with Adam on LinkedIn: <a rel="noopener noreferrer nofollow" href="https://www.youtube.com/redirect?event=video_description&amp;redir_token=QUFFLUhqbXY1YkMyRnlWS3dGLW8wWmRHaHl1Y1ZUWUtmZ3xBQ3Jtc0ttT29PaDlobG9Pd0FnRU9NSjF4Ylp2Zi1GWFp3NzFER1NaZFEzdFBwQzByWThCekFnTDAxbWkzeXRaRFJvU0N4cWlTaVl0WUxDTWNfQUhKZmJXRXBSVTdScFpxaVVrLUdfOTNKeVFpcU00WFA5ZVVZWQ&amp;q=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fadam-riemer-9623732%2F&amp;v=A1pJuIckmsI" target="_blank"><b>  / adam-riemer-9623732  </b></a><br /><br />Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and navigating the transformation of marketing.<br /><br />Hosted by: Reza Moaiandin, Co-founder of <a rel="noopener noreferrer nofollow" href="http://SALT.agency" target="_blank"><b>SALT.agency</b></a> <a rel="noopener noreferrer nofollow" href="https://salt.agency/contact/" target="_blank"><b>https://salt.agency/contact/</b></a></p>no00:36:1313Building affiliate programs that actually build revenue, with Adam Riemer | 003full<![CDATA[Shopify’s Thomas Cyr on the New Economics of Demand Gen | 002]]>In this episode, Shopify’s Head of Global Pipeline, Thomas Cyr, shares how his team of five people accomplishes what used to require 30, thanks to AI-powered demand generation tools.  

 

He reveals the death of generic nurture streams, explains how to match lead source to intent at scale, and describes Shopify’s strategic evolution from focusing on new lead generation to engaging existing accounts and accelerating pipeline. This is essential listening for demand gen leaders trying to understand what elite teams are doing differently in the AI era. 

 

Thomas has spent five years building and scaling demand generation programs across multiple product lines at Shopify. Prior to Shopify, he built demand gen teams at Square and Brex. With nearly 15 years specialising in B2B marketing for tech companies, he’s now running a lean, AI-enabled team that accomplishes what traditionally required much larger organisations. 

 

Connect with Thomas on LinkedIn. 

 

Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and navigating the transformation of marketing. 

 

Hosted by: Reza Moaiandin, Co-founder of SALT.agency 

Leave Feedback: reza@salt.agency.com 

 

]]>ed97cf52-5893-412f-8475-cdb4547bf119Mon, 26 Jan 2026 06:00:00 GMT<p>In this episode, Shopify’s Head of Global Pipeline, Thomas Cyr, shares how his team of five people accomplishes what used to require 30, thanks to AI-powered demand generation tools.  </p><p> </p><p>He reveals the death of generic nurture streams, explains how to match lead source to intent at scale, and describes Shopify’s strategic evolution from focusing on new lead generation to engaging existing accounts and accelerating pipeline. This is essential listening for demand gen leaders trying to understand what elite teams are doing differently in the AI era. </p><p> </p><p>Thomas has spent five years building and scaling demand generation programs across multiple product lines at Shopify. Prior to Shopify, he built demand gen teams at Square and Brex. With nearly 15 years specialising in B2B marketing for tech companies, he’s now running a lean, AI-enabled team that accomplishes what traditionally required much larger organisations. </p><p> </p><p>Connect with Thomas on <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/thomascyr/" target="_blank">LinkedIn</a>. </p><p> </p><p>Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and navigating the transformation of marketing. </p><p> </p><p>Hosted by: Reza Moaiandin, Co-founder of <a rel="noopener noreferrer nofollow" href="http://SALT.agency" target="_blank">SALT.agency</a> </p><p>Leave Feedback: <a rel="noopener noreferrer nofollow" href="mailto:reza@salt.agency.com" target="_blank">reza@salt.agency.com</a> </p><p> </p>no00:35:4812Shopify’s Thomas Cyr on the New Economics of Demand Gen | 002full<![CDATA[How to build a brand in a performance-obsessed world, with fractional CMO Alun Davies | 001 ]]>Fractional CMO Alun Davies shares insights from his decades as a marketing leader, focusing on the challenges CMOs face in balancing short-term performance pressure with long-term brand building. He reveals why most companies misunderstand their ICP, explains the 95 percent problem in B2B buying behaviour, and offers practical advice for building brand awareness on startup budgets. 

Guest: Alun Davies is a fractional CMO and growth specialist working primarily with high-growth B2B tech and SaaS companies. With over 25 years of marketing leadership experience, he’s built go-to-market strategies for VC and PE-backed businesses, helped found a business development consultancy, and served as Global Marketing Director at Search Laboratory. He’s been using Google Ads since version 1 in 2001 and currently works with multiple clients while based in Leeds, UK. 

Connect with Alun Davies on LinkedIn. 

About Flipping Playbook: Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and building scalable growth strategies. 

Hosted by: Reza Moaiandin, Co-founder of SALT.agency. 

Leave Feedback: dan.c@salt.agency

]]>825f68c6-ea89-442c-9d35-7192a94d7ae8Fri, 09 Jan 2026 11:26:37 GMT<p>Fractional CMO Alun Davies shares insights from his decades as a marketing leader, focusing on the challenges CMOs face in balancing short-term performance pressure with long-term brand building. He reveals why most companies misunderstand their ICP, explains the 95 percent problem in B2B buying behaviour, and offers practical advice for building brand awareness on startup budgets. </p><p></p><p><b>Guest: </b>Alun Davies is a fractional CMO and growth specialist working primarily with high-growth B2B tech and SaaS companies. With over 25 years of marketing leadership experience, he’s built go-to-market strategies for VC and PE-backed businesses, helped found a business development consultancy, and served as Global Marketing Director at Search Laboratory. He’s been using Google Ads since version 1 in 2001 and currently works with multiple clients while based in Leeds, UK. </p><p></p><p>Connect with Alun Davies on <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/alundavies/" target="_blank">LinkedIn</a>. </p><p></p><p><b>About Flipping Playbook: </b>Flipping the Playbook is a podcast for CMOs in enterprise businesses, featuring conversations with marketing leaders who are challenging conventional wisdom and building scalable growth strategies. </p><p></p><p><b>Hosted by: </b>Reza Moaiandin, Co-founder of <a rel="noopener noreferrer nofollow" href="http://SALT.agency" target="_blank">SALT.agency</a>. </p><p>Leave Feedback: dan.c@salt.agency</p>no00:41:1811How to build a brand in a performance-obsessed world, with fractional CMO Alun Davies | 001 full