S4 Ep 17: Taking Brand to the Boardroom | Matt Herbert (Tracksuit Co-Founder) on Brand, Growth & Global Scale
29 Jul 2025 · 30 min
About this episode
What does it really take to bring brand into the boardroom—and keep it there?
In this episode of That’s What I Call Marketing, I sit down with Matt Herbert, co-founder of Tracksuit, for a conversation that moves fast—just like the rocket ship he’s helping build. We talk Series B funding, global expansion (from Bondi to Brooklyn), burnout, brand belief, and why Tracksuit is obsessed with making brand tracking a business conversation, not just a marketing one.
If you're trying to bridge the gap between marketing and the C-suite, or building a brand with B2B swagger, this one's for you.
🎙️ Guest:
Matt Herbert, Co-Founder of Tracksuit
🎧 Host:
Conor Byrne
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Chapters
- 03:10The Series B journey: months in the making
- 04:30How Tracksuit scaled intentionally (and why they waited)
- 06:20Lessons from cracking the US market
- 08:15Why agencies matter to Tracksuit's model
- 09:35Brand health: When awareness is high but trust is low
- 11:05Airbnb, Hilton & what brand data reveals
- 12:25Making brand a boardroom conversation
- 13:45What the C-suite really needs to hear from marketing
- 15:20Instacart's 3-year journey to full-funnel marketing
- 17:10Don’t convince—connect: Learning to speak CFO
- 18:45Brand building for B2B: How Tracksuit lives its own advice
- 20:00Scaling culture without losing yourself
- 21:50Hiring right: From whiteboards to value systems
- 24:00Growing internationally without losing local nuance
- 26:15Why localisation is more than just translation
- 27:45The burnout no one sees: Leading through the scale-up phase
- 30:00Connection, clarity, courage: The Tracksuit leadership triangle
- 31:20Making market research aspirational (yes, really)
- 32:30Final thoughts: Doing serious work, without taking yourself too seriously