Time For A Reset Marketing Podcast: Insights from Global Brand Marketers · Overline

Episode 73 - Great Marketing Is Always A Fantastic Balance Between The Art And The Science with Ollie Shayer, Omni-Media Director at Boots UK

·41 min·2 clips

Anyone with customer data has massive responsibility to use it ethically

Olly Shea, Omnichannel Media Director at Boots, discusses the critical balance between art and science (data) in modern marketing. He explains how MarTech and Gen AI have fundamentally changed marketing capability—from understanding customer behavior through first-party data to executing creative at scale. The conversation addresses the tension between data-driven optimization and creative expression, along with enterprise AI adoption challenges. Key themes: data ethics, customer trust, practical AI implementation without sensitive data, and the future of retail media as both publisher and data steward.

As heard by us

A grounded retail-media conversation focused on customer experience, value exchange, and personalized marketing.

This episode treats retail media as a business discipline built around the customer, not just the brand partner. With Boots' UK Omnichannel Media Director Olly Shea, it keeps circling back to the same point: value exchange only works when the experience still feels useful,…

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Why you'd press play

A grounded take on consumer-first retail media, value exchange, and why relevance has to respect the shopper.

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