--- title: "Marketing Strategy with Ted Robinson: CMO of Grind" date: 2025-01-10T00:00:00+00:00 author: "ashley@bgn.agency" canonical_url: "https://itsprettygreen.com/podcasts/marketing-strategy-with-grind-cmo" section: Podcasts --- ![A man with tousled light brown hair gestures animatedly with both hands against a softly lit background transitioning from lavender to pale pink, enhancing the overall warmth of the scene. He wears a dark zip-up jacket, contributing a casual yet stylish aesthetic. A red graphic in the upper corner reads 'EP.2', further framing the image.](/uploads/transforms/Images/Podcast/_1182x665_crop_center-center_90_none/Episode-2.jpg) Podcasts [Listen on Spotify](https://open.spotify.com/episode/6G6wIj4o0KikPU0XekFnwm?si=_MrahnWNT2SAAcMZuVspWg)[Listen on Apple](https://podcasts.apple.com/us/podcast/what-disappears-faster-than-jacob-elordis-bathwater/id1738224380?i=1000652591400)[Listen on Amazon](https://music.amazon.co.uk/podcasts/d4a542c5-4cf6-46c4-b1ee-31cdd9bdd9b2/episodes/569635fc-6531-4a4a-9ae4-3b733c8ab188/what-they-said-what-disappears-faster-than-jacob-elordi's-bathwater-what-they-said-the-influencer-marketing-podcast-ep-2) 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. Share: showTooltip = false, 1500)"> Copied! [](https://linkedin.com/shareArticle?mini=true&url=https://itsprettygreen.com/podcasts/marketing-strategy-with-grind-cmo.md&title=Marketing%20Strategy%20with%20Ted%20Robinson%3A%20CMO%20of%20Grind) ## In other news [New Work, Influencer & Social Marketing ### PrettyGreen appointed by Unilever Dove brands PrettyGreen has been appointed by Unilever’s Dove Division to lead influencer marketing, content creation and ecommerce strategy after winning a four-way competitive pitch.](https://itsprettygreen.com/latest/unilever)[Podcasts ![A woman with brown hair tied back sits comfortably on a brown leather sofa, gently touching her neck. She wears a black, oversized sweater and gold hoop earrings. A microphone stands nearby as vibrant purple and pink lighting creates a dynamic backdrop, highlighting the text 'TRUE CRIME VS. 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The backdrop features a gradient of calming pastel hues, enhancing the warm, welcoming atmosphere of the scene.](/uploads/transforms/Images/Podcast/_638x589_crop_center-center_90_none/4.png) ### Influencer Partnerships with Carla Freeman: Comedian, Actor & Creator This week we welcome Carla Freeman – comedian, actor, and creator – who talks about the ups and downs of the influencer industry. From navigating burnout to understanding audience connection, Carla shares her unique perspective as both a mum and a creator.](https://itsprettygreen.com/podcasts/influencer-partnerships-navigating-authenticity)