Blending Creativity and Data: Carol Howley on Modern GTM

What does it take to build and scale global brands in today’s hyper-competitive world?

In this episode of Scale Sessions, Nicola Anderson sits down with Carol Howley, a CMO with a track record of scaling tech companies, driving transformation, and delivering commercial results in complex, high-growth environments. At Exclaimer, she doubled ARR to over £80M, and has also led marketing at Canonical, and Skyscanner. She has been consulting and working as an interim CMO the past year alongside PE investors to accelerate portfolio growth across marketing and sales in scaling B2B SaaS businesses for Magnus Consulting.

From leading teams and navigating rapid expansion to using marketing as a force for positive change, Carol offers actionable lessons for leaders at every stage. Whether you’re building a marketing team, sharpening your brand strategy, or striving to integrate leadership and culture into growth, Carol’s insights will help you accelerate your success.

Some of the topics we cover include:

• The lessons from scaling inside Skyscanner during hypergrowth

• How to balance creativity and data in modern marketing

• Building and leading high-performance teams in fast-growth environments

• Why brand experience is more than a logo — and how to make it resonate

• The role of culture and leadership in scaling marketing functions

• Emerging trends shaping the future of marketing and customer engagement

Scale Sessions delivers straight-talking, unfiltered chats with growth leaders on the front lines. Whether you’re a CMO, VP of Marketing, or a sales leader, our guests share practical advice to help you boost revenue, build brands, and overcome growth challenges.

Let’s start scaling.