The Black Box of Media Podcast S4 E16 | ft. Jodi Murray-Freedman, Bakers Delight

Every marketer wants to build a famous brand. But what happens when almost everyone already knows who you are? The challenge changes, and it becomes about staying relevant, increasing purchase frequency and making every marketing dollar work harder.

In Season 4 Episode 16 of The Black Box of Media, Aleisha McCall sits down with Jodi Murray-Freedman, Chief Marketing Officer at Bakers Delight, one of Australia's most recognised retail brands with more than 500 bakeries across the country.

The conversation covers how Jodi turns "latent love" for the brand into visits, why the business moved to Keep It Real, how a smaller media budget can still punch above its weight against the supermarkets, and the planning system behind every campaign, from a single shared spreadsheet to the cross-functional group that keeps product, operations, marketing and supply chain aligned.

Jodi also shares the BCNA campaign that generated over $5 million in free PR, what a failed Martech roadmap taught her about marketing leading and technology enabling, why she says "don't let FOMO drive your AI strategy", and the "how we roll" exercise that helped her team define what they expect from each other.

Available on Apple Podcasts, Spotify, and YouTube.