Marketing Over Milkshakes

Marketing Over Milkshakes is a podcast that goes behind the job titles of leading voices in affiliate marketing. The show explores the evolution of affiliate marketing, performance marketing, influencer partnerships and AI-driven commerce, helping ecommerce brands unlock one of the internet’s fastest-growing marketing channels. Brought to you by award-winning affiliate growth agency RevWise, each episode breaks down how affiliate programs, publisher partnerships, TikTok Shop, creator commerce and data-driven e-comm strategies drive scalable revenue and long-term brand growth.

Marketing Over Milkshakes is a business podcast hosted by RevWise, with 19 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

RevWise hosts Marketing Over Milkshakes, a business show with 19 episodes published.

Our AI reads these to draft pitches. Use them as grounding for a pitch that cites a real guest and a specific topic.

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  Episode #18

  Will AI Kill Google? Krystian Szastok on ChatGPT Search, AI SEO and the Future of Marketing

  Sep 17, 20261h 41mS1

  What happens to brands when consumers stop searching Google and start asking AI what to buy? SEO and AI expert Krystian Szastok , Founder of Robot Zebra and former architect of the SEO division at Jellyfish, joins Marketing Over Milkshakes to explore how ChatGPT, Google AI Overviews and generative AI are changing search, ecommerce, affiliate marketing and digital marketing. Krystian explains why traditional SEO alone is no longer enough, why brands need to build visibility across the wider internet and how mentions, reviews, affiliate placements, digital PR and third-party recommendations can help AI systems understand which businesses and products deserve to be recommended. The conversation explores the shift from traditional search engine optimisation towards AI search optimisation, AI visibility and LLM discoverability, including how brands can improve their chances of appearing in ChatGPT, Gemini and AI-generated search results. They also look further ahead at the rise of AI shopping agents, clickless checkout, social commerce, TikTok Shop and a future where AI could automatically choose products, book hotels, answer emails and make increasingly important decisions on behalf of consumers. Krystian also explains why businesses that ignore this shift risk being left behind, how AI could reshape white-collar jobs and agencies, and why human strategy, judgement, creativity and accountability may become more valuable as automation accelerates. In this episode, you will hear: Why AI search could become the biggest change to marketing since Google How ChatGPT is changing traditional consumer search behaviour Why Google AI Overviews are reducing clicks to websites How brands can increase visibility inside ChatGPT, Gemini and AI search Why brand mentions, reviews, affiliates and digital PR matter for AI citations How third-party consensus can influence AI product recommendations Why smaller brands have both a huge challenge and opportunity in AI search How SEO agencies need to evolve for generative AI and LLM search Why businesses delaying investment in AI visibility could struggle to catch up How AI shopping agents and clickless checkout could change ecommerce The role of TikTok Shop and social commerce in an AI-led future Which white-collar jobs are already being disrupted by artificial intelligence Why strategy, creativity and human judgement still create competitive advantage The best- and worst-case scenarios for an AI-powered society Key Moments: 0:00 – The “Godfather of AI” and the future of search 2:08 – Krystian Szastok: SEO, Jellyfish, Robot Zebra and artificial intelligence 3:19 – What has changed since ChatGPT launched? 9:56 – Is AI already taking sales and traffic away from Google SEO? 13:31 – How brands can rank and get recommended in AI search 17:40 – Why third-party mentions and consensus influence AI visibility 18:51 – The AI opportunity for affiliate marketing, PR and publishers 24:56 – Google AI Overviews and the decline of traditional organic clicks 33:14 – Why brands that ignore AI could be left behind 34:59 – Why AI is a revolution rather than another marketing evolution 40:18 – AI shopping agents, automated purchasing and clickless checkout 48:13 – When will AI completely change the ecommerce customer journey? 59:08 – TikTok Shop, social commerce and the future of online shopping 1:02:11 – Will AI replace white-collar jobs and marketing agencies? 1:06:29 – The best and worst possible futures for artificial intelligence 1:22:08 – The one question Krystian would ask about the future of AI 1:31:08 – Why human judgement, strategy and accountability still matter

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  Episode #17

  Is This The End of Nespresso? CoffeeB and the Single-Serve Coffee Revolution

  Sep 3, 20262h 4mS1

  Can a new coffee system disrupt the single-serve coffee market by removing the pod completely? James Newitt joins Gary Winter for this episode Marketing Over Milkshakes to explain how challenger coffee brand CoffeB plans to take on the coffee giants with a capsule-free alternative to traditional single-serve coffee. CoffeeB replaces plastic and aluminium capsules with patented Coffee Balls: compressed roasted coffee protected by a plant-based coating and designed to break down after brewing. James’ entrepreneurial story began long before CoffeeB. He helped turn beef jerky from a niche US snack into a mainstream UK supermarket category, building Wild West Beef Jerky, supplying Costco, Tesco and Sainsbury’s, competing against Jack Link’s and creating a licensing partnership with the Sidemen. He also shares lessons from selling his meat snacks business, negotiating a multi-million-pound exit, launching challenger brands and understanding whether consumers are genuinely ready for innovation. In this episode, you will hear: How CoffeeB is disrupting the traditional coffee pod market How Coffee Balls remove plastic and aluminium capsules Securing the exclusive UK and Ireland CoffeeB licence 700,000 machines and 220 million Coffee Balls already sold in Europe Building Wild West Beef Jerky and the UK meat snacks category Competing against global FMCG giant Jack Link’s The Sidemen licensing partnership and creator marketing Selling a multi-million-pound business and lessons from the exit Why market timing can determine whether innovation succeeds Launching CoffeeB through influencers, Amazon, retail and experiential marketing Key Moments: 0:00: CoffeeB and the scale of global coffee pod waste 04:37: James Newitt: CoffeeB, Wild West Beef Jerky and challenger brands 06:37: How James secured the UK and Ireland CoffeeB opportunity 15:16: 700,000 machines, 220 million Coffee Balls and CoffeeB technology 18:05: Why coffee capsule waste creates a huge consumer opportunity 22:39: Why Nespresso faces a challenge moving beyond coffee pods 33:10: How America inspired James to launch a UK beef jerky business 49:58: Starting Wild West Beef Jerky from a bedroom and landing Costco 1:03:42: Building UK manufacturing and a supermarket meat snacks category 1:09:54: The Sidemen licensing deal and creator-led FMCG marketing 1:24:07: The multi-million-pound exit James would negotiate differently 1:35:42: Launching CoffeeB with influencers, Amazon and retail growth 1:40:51: Supermarkets, hotels and CoffeeB’s expansion strategy 1:53:45: James Newitt’s biggest business lesson and regret

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  Episode #16

  Affiliate Marketing Growth, Global Expansion and Publisher Strategy: Alona Malinovska on Scaling Ecommerce with Webgains

  Aug 20, 20261h 32mS1

  How can ecommerce brands use affiliate marketing to enter new markets, reach valuable customers and build scalable revenue without committing huge budgets upfront? Alona Malinovska , Managing Director of Webgains UK, joins Marketing Over Milkshakes to explain how affiliate networks connect advertisers with publishers and why human expertise remains essential as affiliate technology and artificial intelligence develop. Drawing on 13 years in performance marketing, Alona discusses affiliate programme management, publisher recruitment, customer acquisition, conversion strategy and the service first model behind Webgains. The conversation explores the publisher types attracting serious attention, including CSS affiliates, closed communities, cashback platforms, loyalty programmes and influencer partnerships. Alona also explains how brands can assess incremental affiliate revenue, customer lifetime value, average order value and the influence publishers have across the ecommerce sales funnel. Alona shares practical insights from Webgains’ international growth across China, Germany, Eastern Europe and Latin America. She reveals how one carefully planned trip to China helped Webgains secure more than 20 new clients, why Chinese ecommerce brands need local European marketing expertise and how affiliate marketing allows businesses to test international expansion with controlled costs. In this episode we talked about: How affiliate networks connect ecommerce brands with publishers How Webgains supports more than 1,800 brands and 250,000 publishers across 150 countries Why affiliate marketing operates as a commercial model rather than one fixed marketing channel How brands can tailor affiliate programmes around growth, cost control, customer acquisition and brand protection The rise of CSS affiliates and their value for growing ecommerce businesses How closed communities, newsletters, apps and private social groups are changing influencer marketing Why artificial intelligence should amplify affiliate managers and human expertise Leadership, mentorship, imposter syndrome and building support systems for employees Key Moments: 0:00: Why Chinese ecommerce brands are actively seeking European affiliate partners 02:39: Alona Malinovska’s journey through paid search and performance marketing 07:02: How Webgains connects 1,800 brands with more than 250,000 publishers 10:14: Why affiliate marketing can be difficult to explain 14:03: The responsibilities of a Managing Director at an international affiliate network 17:31: Supporting employee wellbeing and company culture during remote working 19:21: Returning to Webgains and stepping into senior leadership 23:09: Mentorship, reverse mentorship and learning from younger employees 28:00: Recruiting ambitious and curious people for a changing industry 32:43: How closed communities are reshaping affiliate and influencer marketing 38:00: Understanding incremental affiliate sales through real customer behaviour 41:18: How publisher authority influences every stage of the customer journey 45:16: Why consumers may show greater loyalty to publishers than individual retailers 50:28: The ideal brands for Webgains and international affiliate expansion 52:15: Helping Chinese ecommerce brands enter the UK and European markets 57:11: How Webgains tested an in person event strategy in Shenzhen 1:03:01: The pace, ambition and business culture Alona experienced in China 1:09:15: Moving Chinese ecommerce revenue from Amazon to direct consumer websites 1:14:27: Testing new markets through performance based affiliate partnerships 1:20:54: Why brands still need specialist affiliate marketing expertise 1:21:53: The damaging assumptions brands make about discounts and cashback 1:25:32: Smartphone addiction, screen time and digital wellbeing 1:31:00: The growth opportunity brands can unlock through experimentation

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  Episode #15

  How Wowcher Survived the Daily Deals Boom: Alexis Harrison on Affiliate Marketing, Mystery Holidays and Modern vs Traditional Media

  Aug 5, 202654 minS1

  How did Wowcher survive the collapse of the daily-deals boom, become a household-name ecommerce brand and turn £99 mystery holidays into a viral sales phenomenon? In this episode of Marketing Over Milkshakes , we sit down with Alexis Harrison , Chief Marketing Officer at Wowcher, to unpack how the business uses performance marketing, brand advertising, affiliate partnerships, customer data and conversion optimisation to sell thousands of deals every day. If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/ Alexis explains how Wowcher built national brand awareness through the iconic television advertising, she reveals how Wowcher’s £99 mystery holidays work, why the concept repeatedly goes viral on social media and she takes us behind the scenes of Wowcher’s affiliate marketing strategy, the value of long-tail content publishers, product sampling and creator partnerships. In this episode: How strong brand awareness, commercial agility and conversion optimisation helped Wowcher survive the decline of the daily-deals market. Why consumers are increasingly prioritising experiences over purchasing more physical products. How Wowcher’s £99 mystery holidays became a viral ecommerce product selling thousands of packages. Why nurturing content publishers, affiliate partners and emerging creators can create valuable long-term revenue. How product sampling, publisher credit and authentic reviews strengthen affiliate marketing campaigns. How Alexis Harrison progressed from commercial analyst to CMO at 35 while managing leadership, maternity leave and working motherhood. Key Moments: 0:00 – Alexis Harrison on Wowcher’s brand growth, affiliate marketing and becoming CMO at 35 1:20 – Marketing Over Milkshakes live with Wowcher CMO Alexis Harrison 3:35 – How Wowcher became a household-name deals, gifting and experiences brand 5:49 – Alexis Harrison’s journey from commercial analyst to Chief Marketing Officer 6:40 – Wowcher or No Wowcher: mystery holidays, unusual products and bizarre experiences 11:15 – The swingers hotel deal that generated so much traffic it crashed Wowcher’s website 13:02 – Discovering the data, ROI and customer lifetime value behind ecommerce marketing 13:39 – The daily-deals boom and how the market changed after Groupon 14:38 – Why Wowcher survived while other daily-deals businesses disappeared 16:33 – Why consumers are prioritising holidays, experiences and family days out 18:43 – Customer loyalty, personalisation and following shoppers through different life stages 20:37 – How Wowcher’s £99 mystery holidays work 23:10 – The organic social media post that sent Wowcher’s mystery holidays viral 25:00 – Expanding the mystery concept into family holidays and designer products 25:52 – Women in senior leadership and the realities of returning from maternity leave 30:29 – Why a family-first company culture helps parents succeed at work 34:10 – The value of internal mentors, external coaching and authentic public speaking 37:47 – Becoming a mentor and helping employees progress in their own careers 38:49 – How Wowcher built a diverse affiliate marketing programme 41:14 – Why brands should invest in smaller content publishers before they become major affiliates 42:43 – Product sampling, publisher credit and creating authentic affiliate content 47:25 – Becoming Chief Marketing Officer at 35 after returning from maternity leave 48:29 – Why Wowcher should have moved beyond linear television sooner 50:43 – Making leadership decisions when forecasts and assumptions contain uncertainty 52:25 – Alexis Harrison’s appearance on ITV’s The Big Audition 53:10 – The biggest AI and productivity opportunity most brands are currently missing

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  Episode #14

  How BLD BRO Built a Multi-Million-Pound DTC Skincare Brand: Tariq Kazemi on Community-Led Growth, Viral Marketing and Customer Retention

  Jul 22, 20261h 15mS1

  How do you turn a small Instagram support community into a multi-million-pound DTC skincare brand with more than 100,000 customers? In this episode of Marketing Over Milkshakes , we sit down with Tariq Kazemi , Co-Founder and CEO of BLD BRO, to unpack how a community created to challenge the negative narrative around baldness became one of the UK’s most exciting men’s skincare and ecommerce brands. If you are looking to unlock the internet’s fastest growing marketing channel, connect with the team at RevWise https://revwise.com/ In this episode: How BLD BRO grew from a small Instagram community into an award-winning DTC skincare brand serving more than 100,000 customers. Why bald positivity, male confidence, customer research and purpose-led brand positioning helped BLD BRO create products specifically for bald men. How one Meta video ad, word-of-mouth marketing and strong customer retention helped scale the business, with repeat customers generating around 50% of revenue. How BLD BRO used LADbible talent, viral social content, TikTok, ITV advertising, PR, Bald Fest and celebrity partnerships to build national awareness. Why the founders turned down Dragons’ Den and approached Amazon, retail expansion, profitability and cash flow with long-term discipline. Key Moments: 0:00 – BLD BRO on reaching 100,000 customers, multi-million-pound revenue and 50% repeat sales 01:18 – Tariq Kazemi’s BBC, Times Radio and Good Morning Britain media blitz 04:03 – Building a men’s skincare brand around bald positivity, hair loss and mental health 05:26 – Introducing Tariq Kazemi, Co-Founder and CEO of BLD BRO 11:09 – How an Instagram community became a DTC skincare business 15:39 – Tariq’s ten-year hair loss journey and the fear surrounding male baldness 18:44 – Why self-acceptance and confidence are central to the BLD BRO brand 23:18 – Why helping men matters even when they never become customers 25:50 – Authenticity as BLD BRO’s greatest brand advantage and commercial limitation 27:05 – Global expansion and becoming the leading skincare brand for bald men 28:55 – Marketing differently to younger men and established bald customers 30:05 – Creating product-market fit for bald head skincare, SPF and shaving products 33:33 – The first Meta video ad, a failed Fiverr consultant and selling out the first product run 36:15 – Scaling beyond £1 million in revenue and adapting to Meta’s Andromeda update 38:45 – Why repeat customers generate around 50% of BLD BRO’s revenue 39:31 – Launching on Amazon and achieving rapid marketplace growth 40:20 – Why BLD BRO turned down an opportunity to appear on Dragons’ Den 43:01 – Hiring a former LADbible creator and transforming organic social media growth 45:18 – Turning a John Lewis-inspired YouTube advert into an ITV television campaign 47:13 – The impact of reaching eight million homes through TV advertising 48:12 – Retail expansion, payment terms, profitability and the danger of cash-flow growth 51:09 – How Bald Fest and Free Beer for the Bald became a viral community event 52:53 – The Bald Fest poster that was shared 23,000 times on Instagram 55:20 – Guerrilla marketing, celebrity partnerships and sending a bald man to a Turkish hair transplant clinic 58:44 – Running a UK ecommerce brand while living as a digital nomad 1:08:33 – Tariq Kazemi on leadership, trust and building a high-performing team 1:10:04 – BLD BRO’s biggest ecommerce mistake: product sizing, subscriptions and customer backlash

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