It took 18 months for Ash Schofield to decide it was time to leave Giffgaff. The CMO turned CEO explains that while his team had “positively” disrupted the mobile and broadband market, one thing he hadn’t disrupted enough of late was himself.

In this episode of The Marketing Week Podcast, Schofield retraces his steps back to 2013 when, attracted by the “whiff of revolution in the air”, he took on the top marketing role at Giffgaff just three years post-launch.

In conversation with deputy managing editor and head of insight Charlotte Rogers, Schofield explains how he made the transition from punchy marketing director and “self-appointed champion of culture” to a CEO focused on co-creating a strong, ethical business with real longevity.

Giffgaff’s CEO on why marketers need to be comfortable ‘in the driving seat’

Achieving this goal meant taking bold decisions, joining forces with technology and prioritising company culture to give Giffgaff the edge. Despite departing the business with a member base of more than 4 million, a certified B Corp and market leading NPS, Schofield sees his legacy as the ability to unlock potential within his team.

The former Giffgaff boss also discusses his passion for coaching, mission to promote social mobility and why his future will centre on “doing less, but with even more impact”.

Ahead of the next episode in Marketing Week’s regular series, find The Marketing Week Podcast on Apple Podcasts, Spotify and Acast.