Ahead of the Game

• GDPR and AI Regulation for Marketers

  Finding it difficult to navigate the changing landscape of data protection? In this episode of the DMI podcast, host Will Francis speaks with Steven Roberts, Group Head of Marketing at Griffith College, Chartered Director, certified Data Protection Officer, and long-time marketing leader. Steven demystifies GDPR, AI governance, and the rapidly evolving regulatory environment that marketers must now navigate. Steven explains how GDPR enforcement has matured, why AI has created a new layer of complexity, and how businesses can balance innovation with compliance. He breaks down the EU AI Act, its risk-based structure, and its implications for organizations inside and outside the EU. Steven also shares practical guidance for building internal AI policies, tackling “shadow AI,” reducing data breach risks, and supporting teams with training and clear governance. For an even deeper look into how businesses can ensure data protection compliance, check out Steven’s book, Data Protection for Business: Compliance, Governance, Reputation and Trust. Steven’s Top 3 Tips Build data protection into projects from the start, using tools like Data Protection Impact Assessments to uncover risks early. Invest in regular staff training to avoid common mistakes caused by human error. Balance compliance with business performance by setting clear policies, understanding your risk appetite, and iterating your AI governance over time. 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! Timestamps 01:29 – AI’s impact on GDPR & the explosion of new global privacy laws 03:26 – Is GDPR the global gold standard? 05:04 – GDPR enforcement today: Who gets fined and why 07:09 – Cultural attitudes toward data: EU vs. US 08:51 – The EU AI Act explained: Risk tiers, guardrails & human oversight 10:48 – What businesses must do: DPIAs, fundamental rights assessments & more 13:38 – Shadow AI, risk appetite & internal governance challenges 17:10 – Should you upload company data to ChatGPT? 20:40 – How the AI Act affects countries outside the EU 24:47 – Will privacy improve over time? 28:45 – What teams can do now: Tools, processes & data audits 33:49 – Data enrichment tools: targeting vs. Legality 36:47 – Will anyone actually check your data practices? 40:06 – Steven’s top tips for navigating GDPR & AI 

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• Inside the World of Hotel Marketing

  Ever wondered what it’s like to be a luxury hotel marketer? In this episode of the DMI Podcast, host ⁠⁠Will Francis⁠⁠ speaks with Mary Beth O’Connor, an experienced hospitality marketing professional whose career has taken her from international sales to Director of Sales & Marketing at the legendary Pierre Hotel in New York City.Mary Beth shares insider perspectives on how hotels and resorts can maintain their identity and customer loyalty in an age dominated by online travel agents, why “people are the product,” and what all businesses can learn from the hospitality mindset.She also explores the rise of wellness travel, the power of partnerships, and how authenticity, curiosity, and personalization drive success in hospitality marketing.Mary Beth’s Top 3 TipsStay curious and keep learning: The marketing industry changes constantly — adapt with it.Keep it personal: Hospitality is built on relationships and genuine connection.Build partnerships: Creative collaborations can amplify reach without huge budgets.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!Timestamps3:23 – How online travel agents changed hotel marketing6:04 – Selling experience, not just rooms: the people-first approach8:09 – Retention, culture, and leadership in hotels10:27 – Human stories that build brand loyalty12:03 – Bringing hotel staff personalities into marketing13:41 – What makes hospitality marketing unique14:59 – Digital marketing, events, and local partnerships18:43 – How travel audiences changed after the pandemic21:13 – Global markets and U.S. traveler demand23:32 – Marketing multiple offerings (rooms, restaurants, spa)26:19 – Branding luxury properties and using heritage wisely29:24 – Benchmarking top hotel brands31:21 – Marketing inside the property and guest personalization33:00 – Balancing technology and human touch in luxury34:07 – Why arrival experience defines customer loyalty36:44 – Lessons all businesses can learn from hospitality38:11 – Emerging trends: wellness, sustainability, and women’s travel40:28 – Using digital and webinars for B2B marketing43:26 – Influencer marketing in hospitality: challenges and best fits47:24 – Advice for aspiring hospitality marketers

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• An Insider’s Look at Product Marketing

  How often do innovators ask themselves if someone really needs their products? In this episode of the DMI podcast, host Will Francis speaks with Laurier Mandin, founder of Graphos Product and author of I Need That. With over 30 years helping innovators bring ideas to life, Laurier reveals how brands can turn customer wants into needs by focusing on empathy, validation, and true problem-solving. Laurier shares lessons from working with sustainable B2B products like recycled wind-turbine materials and explains why many innovators still skip the crucial step of validating whether anyone needs what they’re building. He also discusses the psychology behind purchase decisions, our “dog brain” versus “tank brain”, and why clarity and simplicity in messaging always win.Laurier’s Top 3 Tips for MarketersValidate properly: Test your product with real money or real commitment, not just surveys.Go beyond MVP to “MWP” (Minimum Wow Product): Build something that makes people say wow, not just it works.Focus on empathy and clarity: Cut the clutter, connect emotionally, and make the need unmistakable.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!1:00 – Why “need” trumps “want” in marketing psychology4:40 – Pain points and empathy: How to connect like Steve Jobs9:00 – Building trust and shared purpose with customers11:00 – Inside Laurier’s work: guiding innovators and building go-to-market roadmaps13:00 – Case study: Recycling wind-turbine blades into building materials16:00 – How to persuade risk-averse buyers to adopt innovation20:00 – Getting involved early: linking product development and marketing24:00 – Finding the original need behind every innovation27:00 – Why simplicity beats features (and what Apple teaches us)33:00 – Positioning for your tribe: how similar products can coexist34:00 – Lessons from I Need That: validation, emotion, and the “dog brain”38:00 – How to run validation that actually works44:00 – Laurier’s “Innovative Product Go-to-Market Roadmap” explained48:00 – Using AI to accelerate, but not replace, expertise49:00 – Which marketing channels work best today55:00 – Balancing paid and organic: why SEO still matters57:30 – Laurier’s top advice for innovators

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• Smarter Marketing with Better Insights

  What’s the key to turning research into lasting brand growth? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Heather O’Shea⁠, Chief Research Officer at Alter Agents. With a career spanning Snapchat, Twitter, and Kantar, Heather shares her expertise on consumer insights, research methods, and how brands can better understand their audiences. She explores how qualitative and quantitative research work together, how AI is transforming the speed of insights, and how neuroscience reveals subconscious behaviors. Heather also discusses shifting consumer values, particularly among Gen Zers, the pitfalls of obsessing over clicks, and why marketers should focus on long-term brand growth. She also reflects on her move from client-side to agency-side research and offers practical advice for marketers looking to get closer to their audiences.What You'll Learn:How leading brands use insights to tackle tough business challengesThe difference between qualitative and quantitative research, and when to use eachWhy AI is transforming qualitative analysis and speeding up researchThe role of neuroscience in uncovering subconscious consumer behaviorsHow platforms like Snapchat use research to guide marketers on effective activationThe shift from client-side to agency-side research, and what that means for insights workHeather’s Top 3 Tips for Effective Research Give people space — During research, step back and let conversations flow naturally to reveal unexpected insightsLook past your assumptions — Keep an open mind to discover what you weren’t looking for.Move beyond clicks — Prioritize meaningful metrics that show true impact and support long-term brand growthThe 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!0:03:38 – What keeps brands up at night: premium, value, and video influence0:07:09 – Why Gen Z expects brands to take a stand0:09:32 – Research methods: qualitative, quantitative & mobile ethnographies0:14:19 – Using neuroscience and immersion to uncover true behavior0:16:55 – Strengths and drawbacks of qualitative vs. quantitative research0:21:11 – How AI helps analyze unstructured qualitative data0:25:50 – Partnering with platforms like Snapchat for trend insights0:31:42 – Moving from client-side to agency-side research0:35:16 – Heather’s career lessons & finding the right fit0:44:14 – The future of market research & role of AI0:47:40 – Practical tips to better understand your audience0:50:22 – The one metric Heather would scrap: clicks

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• Global Marketing Job Trends

  Looking for a new role and disheartened by the job market? In this episode of the DMI podcast, host ⁠⁠Will Francis⁠⁠ chats with ⁠Terry Payne⁠⁠ of Aspire Recruitment and Executive Edge about the findings from Aspire’s recent report on digital marketing salaries across 5 different territories. They get stuck into how the job market has shifted at every level, from the decline in entry-level roles to the boom in senior positions. Terry shares insights on regional hiring trends, salary expectations across markets, and how AI is actually reshaping recruitment. He also gives practical advice for job seekers navigating today’s highly competitive, candidate-driven market. You can view and download the 2025 Salary Guides on the DMI website. They cover four key regions: the UK, the US, MENA, and APAC.What You'll Learn:How AI is impacting entry-level, mid-level, and senior marketing rolesThe regions and industries driving growth in marketing jobsSalary trends across the UK, US, Dubai, and Asia in 2025How hybrid work is replacing remote-first opportunitiesPractical strategies for standing out as a candidate in a crowded job marketTop 3 Tips for Job SeekersHumanize your profile – LinkedIn is your shop window, so keep it sharp, authentic, and supported with testimonials.Practice, practice, practice – Prepare for interviews by rehearsing competency-based answers with real, measurable achievements.Be resilient – Volume is key. Keep applying, networking, and following up—don’t get disheartened by knockbacks.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!Timestamps & Key Sections0:00:51 – Overview of the job market shifts in 20250:04:23 – How AI is reshaping entry-level opportunities0:08:14 – Growth in senior roles and startup demand for CMOs0:11:51 – Rising demand for SEO, social media, and data roles0:13:27 – Regional differences: Middle East growth, US recovery, UK resilience0:16:51 – The decline of remote roles and rise of hybrid work0:19:34 – 2025 Salary Guide: key trends and rising pay gaps0:24:10 – Which sectors are driving salary increases0:30:05 – Managing unrealistic workloads and setting expectations0:32:55 – How to stand out when applying for jobs0:37:35 – Building a strong LinkedIn profile and showing your “sizzle”0:43:32 – Preparing for interviews and presentations0:46:49 – The importance of communication and leadership “power skills”0:50:43 – Terry’s three top tips for job seekers

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