The Commercial Confidence Podcast

In this episode, Anthony Carr sits down with Phil Toms, founder of See Round Corners, to explore what drives genuine, sustainable growth in today's FMCG landscape.
 
Drawing on leadership experience across British Meat, Cereal Partners UK, Charles Wells, and his own venture Sown & Grown, Phil shares practical insights into building brands, driving commercial performance and making better business decisions.
 
Together they discuss:
Why stronger alignment between sales and marketing creates better commercial outcomes.
How understanding incrementality helps businesses identify genuine sources of growth.
Why unlocking existing brand assets can often deliver greater value than constantly chasing the next new idea.
What retailers are really looking for from their supplier partners.
Why spending time in-store remains one of the most valuable ways to understand shoppers and customers.
How trends such as GLP-1, AI and changing consumer behaviours are reshaping the food and drink industry.
 
Phil also shares the thinking behind See Round Corners, discussing how an external perspective, combined with commercial experience and strategic thinking, can help businesses uncover opportunities, overcome blind spots and accelerate sustainable growth.

In this episode, Bryony Thomas, creator of the Watertight Marketing methodology and author of the bestselling book of the same name, joins us to talk about building sustainable, profitable marketing systems that actually convert.
We cover:
Bryony’s journey from agency life and Microsoft accounts to founding her own business and creating Watertight Marketing
The bucket, funnels, and taps analogy, and why you must build your customer journey backwards
The 13 touchpoint leaks and how to use them to diagnose where your sales are slipping away
Why “functional is a milestone on route to world class” and how to escape perfectionism so you can ship and learn
The power of not forgetting existing customers – from surfacing “hidden” value on invoices to properly showcasing the goodwill you give away
Why consistency beats “big bang” campaigns, and how little-and-often marketing compounds over time
The surprising effectiveness of physical marketing (direct mail, lumpy mail, merch) in an AI-saturated, digital-first world
How to outthink – not outspend – bigger competitors
Bryony’s personal journey as a pancreatic cancer survivor, what it taught her about stamina and discipline, and how those lessons translate directly into marketing and business building
A preview of her new book, “101 Ways Customers Are Like Cats”, and what cats can teach us about client behaviour and customer journeys
If you’re a founder, leader, or marketer trying to make your marketing pay its way – especially with limited resources – this conversation is packed with practical ideas, memorable analogies and hard-won lessons you can apply straight away.

Join us for an inspiring episode as we sit down with David and Lydia, founders of The Tofoo Co, in Malton, North Yorkshire. Discover how they left their corporate careers to build a values-driven, independent food business from the ground up.
Lydia and David share candid stories about the challenges and triumphs of entrepreneurship, from buying a small tofu company to scaling it into a national brand. Learn about the importance of company values, resilience through tough times, and the power of a strong partnership.
Whether you're a food industry professional, aspiring entrepreneur, or just love a good business story, this episode is packed with valuable lessons and real-world insights. Don’t miss their advice on brand building, overcoming tofu phobia, and the secrets behind their steady growth in the plant-based market!
#Entrepreneurship #SmallBusiness #PlantBased #Tofu #BusinessJourney #Podcast #FoodIndustry #Startup #BusinessGrowth #UKBusiness #Inspiration

In this episode, Andy Phelps, Operations Director at Specsavers, reflects on his 20+ year career across Sainsbury’s, Co-op, and Specsavers. Andy shares candid stories about learning from mistakes, the importance of mentorship, and how values and purpose have shaped his leadership style. He discusses the challenges of managing global teams, adapting to new industries, and building strong supplier relationships. Listeners will gain practical advice on developing resilience, fostering a learning mindset, and creating balanced, high-performing teams. Perfect for anyone interested in leadership, retail, or personal growth.
Key topics:
Andy’s career journey and leadership evolution
Lessons from retail and supply chain management
The role of mentorship and continuous learning
Balancing ambition, well-being, and team culture
Embracing change and staying passionate in your work

In this eye-opening episode of the Commercial Confidence Podcast, Andy Johnston, Managing Director of Advantage Group UK, reveals the hidden dynamics between retailers and suppliers. Learn how top businesses collaborate, overcome challenges, and drive growth in today's competitive marketplace. 
 
Key Insights: 
✓ The power of B2B research 
✓ Strategies for building strong industry relationships 
✓ Future trends in retail and supplier interactions 
✓ Leadership lessons from a seasoned industry expert 
 
Whether you're a business leader, entrepreneur, or aspiring professional, this episode offers invaluable insights into creating successful commercial partnerships. Discover the secrets of commercial confidence and take your business relationships to the next level.
 
#CommercialConfidence #RetailStrategy #BusinessInsights #LeadershipDevelopment

In this episode of The Commercial Confidence Podcast, host Anthony Carr (CEO of Sellex) sits down with Nick Adams, a 20-year veteran of brand experience and shopper marketing. As the Founder of Sense Marketing, Nick has worked with global brands like Molson Coors, Unilever, and Ferrero, expanding his business into the U.S. and navigating major industry shifts.
From surviving the COVID-19 pandemic to reshaping the world of experiential and shopper marketing, this conversation is packed with invaluable insights on business resilience, marketing innovation, and the future of brand engagement.
🔹 What You’ll Learn in This Episode:
✅ How to build a resilient marketing agency – Lessons from the pandemic✅ The evolution of shopper marketing – Connecting brand and sales✅ Adapting to industry shifts – Maximizing ROI in a budget-conscious world✅ Behind-the-scenes of major brand activations – Nobu’s 30th Anniversary, TikTok events, and more!
🎧 Don't miss this insightful discussion with one of the industry's leading experts!
🔔 Subscribe for more expert insights!
📌 Timestamps:00:00 - Introduction & Meet Nick Adams02:15 - Founding Sense Marketing & Business Growth06:30 - Overcoming COVID-19 Challenges & Reinvention12:45 - Shopper Marketing: Trends & Evolution18:20 - Inside Major Brand Activations (Nobu, TikTok, Madrí Beer)25:00 - The Future of Brand Experience & Growth Strategies
💡 Memorable Quote:"The opportunity moving forward is truthfully as great as has ever been."

In this episode, we sit down with Mike Luck, founder and CEO of Curatyx, to explore his incredible journey from working at Marks & Spencer and Sainsbury’s to launching his own company in 2021. Mike shares insights into the world of sourcing solutions, including Curatyx’s exclusive agreement with Sainsbury’s to sell their products globally and their work with international retailers and brands.
He dives into key topics like category strategy, internal selling, and the challenges of exporting post-Brexit. Plus, Mike offers valuable advice on networking, differentiation in retail, and the importance of focus and continuous learning in business. Whether you're in retail, sourcing, or entrepreneurship, this episode is packed with insights you won’t want to miss

In this episode of The Commercial Confidence Podcast Ant sits down with Sally Pritchett, CEO of Something Big, an employee-owned, B Corp-certified agency that has been making work better since 1998. With a mission to harness the power of creative communications for lasting progress and meaningful change, Sally and her team have partnered with over 250 organizations to transform workplace culture—proving that kindness and profit can go hand in hand.
As a leader of a Best Workplace®-recognized agency, Sally shares insights on how purpose-driven businesses can thrive without compromising success. From shaping workplace culture to navigating the ever-evolving world of work, this conversation dives into the power of leadership, communication, and values in building a business that truly makes a difference. Tune in for an inspiring discussion on driving meaningful change—one workplace at a time.

In this enlightening episode of The Commercial Confidence Podcast, host Anthony Carr sits down with the visionary strategist and ideator, Ali Fisher. Known for her commitment to embedding Purpose, Sustainability, and DEI into the core of business progress, Ali shares her journey from corporate beginnings to becoming a beacon of change in sustainable business practices.
Tune in as Ali delves into her expansive educational background, including her certifications from esteemed institutions like Cambridge Judge Business School, Cambridge University Institute of Sustainability Leadership, and UCL. With a wealth of knowledge and experience, Ali unpacks the shortcomings of recent marketing practices in sustainability, revealing where they faltered and how businesses can learn from these lessons.
Throughout the conversation, Anthony and Ali discuss the influential mentors who have inspired their paths and the transformative books that have reshaped their perspectives on sustainability. Discover the collaborative strategies that Ali champions to create meaningful change and how her initiatives like The Creativity Bank Guildford are making a difference locally.
Ali’s dedication to sparking change is evident not only in her professional endeavours but also in her community involvement and charity work, donating 5% of all project fees. Join us for an episode filled with insights, inspiration, and actionable strategies to unite businesses for a sustainable future.
Whether you're a business leader, strategist, or sustainability enthusiast, this episode offers valuable perspectives on integrating sustainable practices into the core of commercial operations!

In this episode of the Commercial Confidence Podcast, we hear from ReBorn Homewares Founder and CEO, Brian Walmsley. As a marketeer with a very clear sense of purpose around how we must make greater strides to address the challenges of climate change and sustainability, Brian has combined his brand building expertise from a career at Johnson & Johnson and the Homewares industry, to create ReBorn.
In collaboration with Brunel University and waste experts Biffa, ReBorn Homewares has removed 12 tonnes of waste packaging and 200 tonnes of carbon emissions. And that is only the beginning. Hear from Brian the ambitious role that Brian sees for ReBorn in the broader circular economy.
Brian shares his sources of Commercial Confidence – and how he and the team have used those to develop a fantastic partnership with the John Lewis Partnership.