Marketing Strategy with Ted Robinson: CMO of Grind

“ Influencers are more than just a marketing channel – they’re a support layer that makes your brand feel real and tangible. ”

In this episode of What They Said, Ted Robinson, CMO of Grind, shares how the brand has evolved from a single café in Shoreditch to a household name in the coffee industry. From viral campaigns like their Jacob Elordi-inspired tube ads to leveraging influencers for authentic, platform-native content, Ted provides a behind-the-scenes look at Grind’s marketing strategy.  

Integrated Campaigns as a Marketing Strategy 

Ted discusses how Grind integrates influencers across its marketing strategy, using them to bridge the gap between polished brand imagery and authentic real-world experiences. By loosening the grip on briefs and trusting creators’ instincts, Grind achieves a balance between creative freedom and brand alignment. 

The Future of Influencer Marketing 

As the digital landscape evolves, Ted highlights the importance of combining influencer-driven content with paid media for maximum impact. He predicts that success lies in integrating influencers as a cohesive part of broader campaigns, where their relatability and authenticity enhance every stage of the customer journey. 

Download the transcript