Marketing without the fluff: what actually drives brand growth | Lottie Unwin (Founder and CEO of Up Collective)

In this episode of Beyond the Brand, Adam Wright and Matt Huntly speak with Lottie Unwin, founder and CEO of Up Collective, which includes Upworld, Up Talent, and Brand Hackers. Lottie is a marketer, community builder, and champion of entrepreneurial talent.

She shares how she built a 1,000+ marketing community, what she's learned leading a remote-first team, and why communication strategy, not channels, is the real secret to brand growth.

From lessons in leadership to the power of building in public, this episode is packed with honest insights and practical advice for anyone in marketing today.

Key takeaways

▶ Community building doesn't have to scale fast to be impactful—start small and focus on meaningful connection▶ Being visible as a leader (e.g. posting on LinkedIn daily) can open doors and attract aligned talent▶ Clarity on your unfair advantage is key—identify it and double down▶ Leadership isn't about knowing everything▶ Flexible working requires maturity and high trust on both sides to work well

Why listen▶ Learn how Lottie built a career by following energy, not a rigid plan▶ Hear real-life challenges and wins from growing a remote team past 20 employees▶ Get practical advice for becoming a more strategic marketer▶ Understand why leadership, not technical skills, is what moves your career forward

Links & resources▶ Lottie Unwin on LinkedIn▶ Upworld▶ Up Talent▶ Brand Hackers▶ The Marketing Hustle podcast

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