What happens when you build brand love from the ground up – and actually mean it?

You get an approach that’s part Nike discipline, part Bugaboo heart, and it works.

Dives into the tactical how of scaling a brand through hyper-local community building, influencer relationships that last years, and turning your customer service team into your brand’s secret weapon.

Paul sits down with Jeanelle Teves (Chief Commercial Officer @ Bugaboo | ex-Nike) to unpack the brand’s standout growth in North America, hearing exactly how they’re rewriting the rulebook for consumer-first marketing.

Jeanelle’s expertise in blending brand heritage, innovation & Advocacy offers a masterclass in what today’s fashion, beauty & lifestyle brands should be laser-focused on.

Turn this one up to learn how to...

• Niche Down to Scale Up: Bugaboo’s local-first strategy is a sharp reminder that deeper beats wider. Jeanelle shares how focusing on key territories and growing real-world communities supercharges digital brand perception, and why brands spreading themselves too thin risk irrelevance.

• Build Advocacy That Outlasts Campaigns: From long-term creator relationships to micro-level community events, Jeanelle lays out why the future is loyalty over reach; and how Bugaboo turns everyday parents into lifelong Brand Advocates.

• Mine Your Service Team for Gold: Forget surface-level insights. Bugaboo’s customer service team solves more than problems – they’re shaping product development, content strategy, and sales. Jeanelle explains how integrating service into marketing unlocks growth most brands miss.

• Let Creators Lead, Their Way: Authenticity is more than a buzzword. Jeanelle breaks down Bugaboo’s philosophy of letting creators share stories their way – without rigid scripts – and how that trust translates into Advocacy that’s credible and contagious.

This is a rare look at what it really takes to build brand equity in a crowded market – straight from a leader who’s done it at the top.

Listen. Note-take. Implement.

Chapters

00:00 How Engagement Builds Real Community

02:06 Brand Lessons from the School of Nike

05:40 Designing Products Around the Consumer

09:52 Customer Listening: Where The Insight Starts

11:43 Making DTC Work

12:12 Bridging Customer Service & Product Innovation

17:13 What Modern Parents Really Want

20:52 Why Awards Still Shape Consumer Trust

22:32 Turning Advocacy into a Marketing Engine

24:31 Driving Community Through Local Events

27:01 The Impact of Personal Connection

28:32 Building Your Personal Board of Directors

30:13 How Strong Relationships Drive Loyalty

32:37 Meeting Consumers Where They Scroll

35:05 Localisation that Scales

39:31 Double Down on Core Communities

45:04 Sustainability as a Non-Negotiable Brand Value

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Connect with Jeanelle:

On Bugaboo's US Instagram

On Bugaboo’s Website