Trish Butler has held senior marketing roles at household names such as B&Q, Screwfix, McCann, and the Taxback Group (now CluneTech). These roles gave her a front-row seat to the challenges of scaling international brands, managing multiple markets, and aligning teams around shared values and goals. Host Simon Hodgkins catches up with Trish Butler, Portfolio CMO, on this episode of VistaTalks.

To explore her journey across global brands, high-growth startups, and everything in between. The conversation discussed insights on brand strategy, digital transformation, leadership, and the ever-evolving role of marketing in an AI-driven world.

From Global Enterprises to Startups

Trish shares her journey across global brands, high-growth startups, and everything in between. The conversation discussed insights on brand strategy, digital transformation, leadership, and the ever-evolving role of marketing in an AI-driven world.

More recently, she has transitioned to working with high-growth startups, particularly in the fields of AI, retail, and data consulting. She highlighted the stark contrast between these worlds. Large organizations have the luxury of long-term planning and deep resources. Startups demand speed, laser focus, and a willingness to experiment.

For early-stage companies, Trish explained, establishing product-market fit is everything. The work begins with thorough market research, understanding customer needs, and then developing a value proposition that cuts through the noise. As she put it, "Nobody cares about your product until you show them how it solves their problem."

Lessons in Scaling and Leading Teams

Reflecting on her time with B&Q and Screwfix, Trish emphasized the importance of clarity, accountability, and communication. Goals must be simple, repeated often, and consistently reinforced across channels. Ownership and accountability should be transparent, and teams need the trust and freedom to deliver effectively.

She also underscored something often overlooked: the importance of fun. Brands that scale most effectively are built by teams that enjoy the journey. A culture that allows open communication, honesty, and laughter is not just a nice-to-have, but a necessity.

The Role of AI in Marketing Today

It is impossible to discuss marketing without mentioning AI, and Trish shared a refreshingly balanced perspective. She sees huge potential in reducing administrative tasks, freeing up marketers to focus on creativity and strategy. She gave a striking example of building a new confectionery brand concept in just three days, utilizing AI tools in combination with her marketing expertise.

Still, she is cautious about overreliance. AI cannot replace the critical thinking, empathy, and cultural understanding that underpin effective marketing. "The risk is we become tool users who stop questioning and thinking for ourselves," she warned.

Culture, Communication, and Sustainable Growth

One of the strongest themes in the conversation was alignment. Sustainable growth, Trish argued, comes from consistent internal communication, shared values, and clear goals. She recalled how creating a one-page plan of strategic goals at a fast-growing company helped reconnect employees to the bigger picture.

She believes marketing and HR should work hand in hand to shape culture and engagement. Brands are built from the inside out, and employees who feel connected to the mission ultimately deliver better results for customers.

Go-To-Market Strategy: What Works and What Fails

When asked about successful go-to-market strategies, Trish emphasized the importance of clarity around the ideal customer profile. Knowing exactly who you serve and what their needs are allows for smarter channel choices and more effective messaging.

She also noted common pitfalls, including overanalyzing details, overlooking pricing alignment, and failing to involve delivery teams early. A go-to-market plan is not just about marketing and sales; it encompasses the entire organization. It requires the entire business to be aligned to avoid breakdowns in customer experience.

Global Leadership and Cultural Understanding

Trish's career has taken her across multiple countries and industries. Her advice for leading international teams is clear: do your homework. Leaders must understand local cultures, languages, and media landscapes. Building success means listening, learning, and collaborating with local country experts who understand what resonates with their communities.

Key Takeaways

Trish closed the conversation with a message every business leader should remember: keep it simple. Focus on clarity, consistency, and delivering on your promise every time. Growth comes not from complexity, but from clear communication, strong culture, and customer-centric thinking.