Beyond Marketing - The Podcast.

In this episode of Beyond Marketing, The Podcast, host Maira Genovese sits down with Firdaous El Honsali, Chief Marketing Officer Noli & Former Global Dove Vice-President, for a deeply honest conversation about purpose-led marketing, female leadership, and the future of beauty.
From growing up in Morocco with beauty rituals passed down through generations, to leading campaigns like Courage Is Beautiful and Turn Your Back, built in 72 hours and generating over one billion conversations worldwide, Firdaous shares what it truly takes to create work that moves culture, not just product. They discuss why great purpose cannot replace great product, what the beauty industry owes its youngest consumers, and why women over 40 are still fighting to be taken seriously in boardrooms and beyond.
A candid, inspiring, and razor-sharp conversation on marketing with meaning, leadership on your own terms, and why the most exciting chapter is still ahead.

In this episode of Beyond Marketing, The Podcast, Maira Genovese sits down with Bernardo Vasconcelos, one of the world's most sought-after hairstylists and founder of luxury haircare brand BCO, for an unfiltered conversation about building an empire from nothing, and what it really takes to stay at the top.
From selling Yakult outside his mum's garage salon in São José dos Campos, to washing hair in a bathtub in his studio flat, to flying to Dubai after a single Instagram DM, Bernardo's story is a masterclass in hunger, resilience, and the power of personal brand. They discuss why being busy is not the same as being productive, what tough leadership really looks like, and why success today means owning your time, not your schedule.
A raw, honest, and deeply inspiring conversation about entrepreneurship, loyalty, faith, and never losing yourself on the way up.

What does it really take to turn one of Britain's simplest desserts into one of the UK's most loved food brands?
In this episode, Maira Genovese, Founder & CEO of MG Empower, sits down with Kim Innes, Founder of Humble Crumble, to explore the unexpected journey behind one of the UK's most loved food brands.
Together, they discuss why the best brands are built by listening rather than telling, how a simple dessert became a powerful vehicle for connection, and why Kim describes starting Humble Crumble as "my feminist act." They also go behind the scenes of Humble Crumble's first-ever brand collaboration with Mugler, revealing how creative trust, shared values and sensory storytelling came together.
A heartfelt conversation about creativity, resilience and building brands that people don't just buy from, but they genuinely love.

In this episode, Niamh O'Donoghue Head of Content Strategy and Social Media at Stella McCartney, sits down with Maira Genovese, Founder & CEO of MG Empower, to explore the extraordinary journey that took her from relearning how to walk after a life-changing spinal condition to leading the content strategy for one of the world leading fashion houses.
With a career spanning British Vogue and Victoria Beckham, Niamh has helped shape the storytelling of some of fashion's most influential brands. Together, Maira and Niamh discuss how writing became her path to healing, the lessons adversity taught her about success and leadership, the evolution of social media and luxury storytelling. Why the best brands, such as Jacquemus and Miu Miu, are choosing quality over quantity, and how AI is changing the future of content while making human creativity more valuable than ever.
A powerful conversation about resilience, purpose, storytelling and finding your voice in a world full of noise.

What makes a space unforgettable? And why do some environments instantly make us feel calm, inspired or connected?
In this episode of Beyond Marketing, Maira Genovese sits down with internationally recognised architect and ELLE Decor USA A-List designer Juliana Vasconcellos to explore the psychology of space and the powerful role architecture plays in shaping human emotion, behaviour and experience.
Together, they discuss why the future of retail is rooted in experience rather than products, how architecture influences brand perception, the importance of authenticity in creative careers, and why staying curious has been the key to Juliana’s continued success.
A fascinating conversation for architects, designers, marketers, brand builders and anyone interested in understanding how great spaces shape the way we feel.