Break department silos for success: Fiona Bosman, Global Brand Director at Bupa

“ Businesses are still quite silo'ed... They like to have the Influencer department, and this department, and a paid media department, and I say 'there's no departments'.. Everything we do is, what's the big idea? How do we bring pieces of the pie together to sell that idea? And Influencer is always a part of that."”

This month, What They Said host, Sammy Albon, is joined by a true force in global brand marketing: Fiona Bosman, Global Brand Director at Bupa.

With over two decades shaping iconic brands like Red Bull and Barclaycard, Fiona brings unmatched insight into the evolving world of Influencer Marketing.

A fierce advocate for breaking silos and putting ‘people and their stories’ at the heart of marketing, Fiona believes “there are no departments” when it comes to building truly successful strategies.

In this episode, expect bold thinking and big takeaways, including:
💥 Why everyday stories have as much impact as celebrity ones
💥 The hidden cost of departmental silos in brand storytelling
💥 Why Influencer Marketing doesn’t work in isolation
💥 The power of consistency—and why authentic creators are rare
💥 Why raw, unpolished content is the future (and how to get your team comfortable with it)