Ahead of the Game

Wondering how AI is changing the hiring process? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with Katie Fortunato, Co-Founder and EVP of Innovation and Platform Strategy at Hire Innovations, about how AI is transforming recruitment, reshaping the job market, and creating new opportunities and challenges for employers and job seekers alike. 
Katie shares insights from the front lines of talent acquisition, unpacking how automation, the creator economy, and shifting workforce expectations are redefining how companies connect with talent. From the rise of AI-driven hiring tools to the growing importance of employer branding and personal networks, this episode offers a practical look at what it takes to succeed in the future of work.  
Katie’s top 3 tips: 
Learn AI and apply it to your work - understand how AI can streamline processes and make you more effective as a marketer.   
Stay curious and keep up with change - platforms, tools, and algorithms evolve constantly, making continuous learning essential.   
Network proactively (especially in person) - Build real connections, show up, and create opportunities beyond job applications.   
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.   
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show,  email the podcast team!  
Timestamps 
0:02:14 – How AI is disrupting recruitment (and creating new problems)  
0:04:40 – Where AI works best in the hiring process  
0:07:13 – What job seekers need to change in an AI-driven world  
0:08:03 – Employer branding: where marketing meets HR  
0:11:24 – The evolving job market and Gen Z expectations  
0:16:05 – The impact of AI on marketing careers  
0:18:25 – What’s working in marketing today: the creator economy  
0:20:59 – Turning employees into influencers and brand advocates  
0:24:51 – The reality of applying for jobs in today’s market  
0:25:53 – Advice for entry-level candidates  
0:31:16 – How senior professionals can stay competitive  
0:33:32 – The rise of the gig and fractional economy  
0:36:02 – Small teams, AI, and the future of work  
0:39:19 – Personal branding and standing out to employers  
0:41:23 – Katie’s top tips for junior marketers

Ever wondered how fast fashion brands tackle sustainability? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Sarah Whittaker⁠, Head of Sustainability Communications at Primark, about how one of the world’s largest fashion retailers is navigating the challenge of becoming more sustainable while maintaining affordability at scale. 
From addressing common misconceptions around fast fashion to embedding more responsible practices across teams and supply chains, Sarah shares a behind-the-scenes look at how communications helps shape perception, influence behaviour, and avoid greenwashing. She also explores how brands can simplify complex sustainability messages, empower employees as advocates, and balance commercial realities with ethical responsibility. 
 
Sarah’s Top 3 Tips: 
Keep sustainability messaging simple and focused – narrow in on what matters most to your audience  
Back up every claim with evidence – avoid absolutes and communicate progress, not perfection  
Engage your internal teams first – employees are your most powerful (and credible) advocates  
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.  
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!  
 
Timestamps: 
0:00:49 – Sustainability communications vs marketing explained  

0:02:47 – What Primark stands for as a global brand  

0:05:50 – Tackling perceptions of fast fashion and low cost  

0:08:56 – Communicating sustainability reports in a more engaging way  

0:12:03 – What circularity means in fashion  

0:14:10 – Working with suppliers to drive sustainability  

0:16:16 – Regulation vs voluntary sustainability efforts  

0:19:15 – Do customers really care about sustainability?  

0:23:52 – What sustainability actually includes (beyond environment)  

0:25:41 – Most effective channels for sustainability communication  

0:28:41 – Empowering employees to talk about sustainability  

0:31:34 – Keeping messaging clear and avoiding greenwashing  

0:35:33 – Sarah’s career journey into communications  

0:37:58 – Agency vs in-house: key differences  

0:40:02 – Career advice for marketers and communicators

In this special episode of the DMI Podcast for International Women’s Day, host Taz Kelleher speaks with Areej AbuAli, founder of Women in Tech SEO, and Maeve Kneafsey, entrepreneur, host of the Transform Gov podcast, and long-time leader in digital and public sector innovation. 
 
They share practical lessons from building communities, scaling businesses, securing funding, and leading with clarity in a fast-moving industry. This conversation is full of grounded advice about confidence, decision-making, community building, and the shift that AI is creating for founders. 
Top 3 tips from Areej & Maeve 
Be decisive and stop waiting for perfect conditions: Progress comes from action, not from over analysis. 
Push yourself forward: Say yes to opportunities, speak on stages, and treat visibility as core to leadership. 
Build and invest in community:  The right network accelerates your business, your learning, and your confidence. 
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.    
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!   

Timestamps 
01:26 — Acting on an idea 
03:29 — Knowing which ideas to commit to 
04:53 — Recognizing meaningful innovation 
06:19 — Representation and confidence 
09:14 — Finding your voice 
11:07 — Evolving beliefs about success 
16:39 — Early decisions that shaped growth 
20:17 — Pricing, confidence, and commercial conversations 
22:19 — What people underestimate about scaling 
24:36 — Testing, learning, and dropping what doesn’t work 
26:39 — Patterns in companies that succeed 
30:22 — What matters less than people think 
31:58 — The power of community 
36:19 — How to find a mentor 
40:45 — AI and the future for founders 
44:22 — Leadership habits for women 
47:10 — Biggest opportunities for women in digital marketing

Not getting the results you used to from your paid search? In this episode of the DMI podcast, host Will Francis speaks with PPC specialist Cathal Melinn about the current state and future of pay-per-click advertising. With rising costs, AI-driven automation, and new campaign types like Demand Gen reshaping advertising, Cathal shares what’s actually delivering results right now, and what marketers should approach with caution. 
They explore why PPC is still profitable (but less forgiving than before), how AI Max for Search differs from Performance Max, and why mid-funnel campaigns are becoming essential. Cathal also explains how to structure campaigns strategically, manage budgets effectively, and avoid over-relying on automation. 
Cathal’s top 3 tips 
Separate brand and non-brand campaigns: Run a dedicated brand campaign on exact match to protect your name and control impression share.
Start small and structured: Begin with 10–15 carefully chosen exact match keywords and grow strategically. 
Don’t ignore the mid-funnel: Demand Gen campaigns can feed your search performance and deliver measurable returns faster than traditional top-of-funnel activity. 
The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube,  Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.   
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!  

Timestamps 
3:14 – Why Demand Gen is changing the funnel 
12:54 – AI Max vs Performance Max 
17:52 – Manual bids vs smart bidding 
23:00 – The “learning phase” myth 
29:00 – Amazon & Bing: where else to invest 
34:05 – Why PR supercharges PPC 
38:16 – Metrics that actually matter 
40:14 – The biggest PPC mistakes 
46:31 – The future: pay-per-conversation? 
48:31 – Tools and automation stack 
51:10 – Cathal’s starter framework for beginners

Worried about your organisation’s security, or not worried enough?  In this episode of the DMI podcast, host Will Francis speaks with ⁠⁠Rebecca Robinson⁠⁠, cybersecurity expert and founder of ⁠⁠Cybec Consulting⁠⁠. Rebecca breaks down why cybersecurity isn’t just an IT issue, but a business, brand, and marketing issue too.  
From phishing and social engineering to ransomware and reputation risk, she explains how modern cyber threats really work, why people shouldn’t always be seen as the “weakest link,” and how marketers can build secure systems without killing creativity. She also shares practical advice on training, password management, and building resilience so organisations can grow safely, even when things go wrong. 
Rebecca’s top 3 tips: 
Take a moment before acting on anything urgent – pause, question it, and ask someone else. 
Treat system access like currency – only give people the access they genuinely need. 
Use strong, unique passwords – and a password manager if possible 
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The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠, ⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms. 
And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, ⁠email the podcast team⁠!