Flipping the Playbook
Claim This Podcastby SALT.agency
Podcast Overview
<p>Most marketers are still following old playbooks written decades ago.</p><p>The rules have changed, but the advice hasn’t.</p><p>Flipping the Playbook is your license to rebel. </p><p>This is your front-row seat to find out how leading CMOs are tearing up the old rules and building strategies that move the needle.</p><p>If you’re tired of being told “this is how it’s done,” let’s flip the playbook together. </p><p>Flipping the Playbook is hosted by Reza Moaiandin and is produced by <a rel="noopener noreferrer nofollow" href="https://salt.agency/" target="_blank">Salt Agency</a>.</p>
Language
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Publishing Since
1/9/2026
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Recent Episodes
June 9, 2026
What happens when SEO teams start owning revenue? With Amir Shahzeidi | 010
<p>For years, SEO has often been measured by rankings, traffic and visibility. But what changes when marketers are accountable for something much bigger: growth?</p><p>In this episode of <i>Flipping the Playbook</i>, Reza Moaiandin is joined by <b>Amir Shahzeidi</b>, a growth leader whose career began in SEO before expanding into demand generation, lifecycle marketing, paid media, attribution, and Go-to-Market strategy at Uscreen.</p><p>Amir helped scale the business from a bootstrapped startup into a company generating more than <b>$25 million in annual revenue</b>, ultimately securing a <b>$150 million private equity investment</b>.</p><p>Together, they explore what happens when SEO stops operating in a silo and becomes part of a broader commercial growth engine.</p><p>The conversation covers:</p><ul><li>Why rankings and traffic are often the wrong success metrics</li><li>What changes when marketers are measured on revenue instead of visibility</li><li>The shift from channel ownership to growth ownership</li><li>How SEO, paid media, lifecycle and product marketing work together</li><li>Why understanding customer journeys matters more than platform expertise</li><li>The realities of attribution, experimentation and scaling demand</li></ul><p>This is a conversation for CMOs, growth leaders, and marketers trying to connect activity with commercial outcomes in a world where channels increasingly overlap.</p><p><b>Connect with Amir Shahzeidi: </b><a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/amir-shahzeidi/" target="_blank"><b>https://www.linkedin.com/in/amir-shahzeidi/</b></a></p><p><i>Flipping the Playbook</i> is hosted by <b>Reza Moaiandin</b> and is a production of <a rel="noopener noreferrer nofollow" href="http://SALT.agency" target="_blank"><b>SALT.agency</b></a>.<br /><b>Connect with Reza: </b><br /><a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/moaiandin/" target="_blank">https://www.linkedin.com/in/moaiandin/</a></p>
May 20, 2026
The Leadership Problem Behind Marketing Performance, with Dr Julia Morgan | 009
<p>What separates high-performing marketing teams from those stuck in cycles of burnout, friction, and underperformance?</p><p>In this episode of <i>Flipping the Playbook</i>, Reza Moaiandin sits down with leadership expert <b>Dr Julia Morgan</b> to explore the often-overlooked relationship between <b>leadership quality and marketing quality</b> — and why stronger teams rarely emerge by chance.</p><p>Together, they unpack the hidden dynamics shaping team performance, from psychological safety and trust to the rise of “accidental leaders” in modern organisations. The conversation challenges the idea that great leaders must always have the answers, instead arguing that the best teams are built through clarity, curiosity, and environments where people feel safe to contribute.</p><p>Whether you’re a CMO, marketing leader, founder, or anyone responsible for leading knowledge workers, this episode offers a thoughtful look at what it really takes to create teams capable of sustained performance.</p><h3>In this episode, we discuss:</h3><ul><li>Why <b>marketing performance is often a reflection of leadership quality</b></li><li>The problem with <b>“accidental leadership”</b> in modern organisations</li><li>How <b>psychological safety</b> influences creativity, confidence, and performance</li><li>Why <b>micromanagement quietly damages marketing teams</b></li><li>The difference between leading <b>knowledge workers versus operational teams</b></li><li>Why high-performing teams <b>don’t happen by accident</b></li><li>How better leadership creates better decision-making, trust, and outcomes</li></ul><h3>Key takeaway</h3><p>Strong marketing outcomes are rarely just about strategy, channels, or execution. More often than not, they’re shaped by the quality of leadership behind the scenes — the trust, clarity, and culture leaders create for their teams.</p><h3>About Dr Julia Morgan</h3><p>Dr Julia Morgan is a leadership specialist focused on helping organisations build stronger, healthier, and more effective teams. Her work explores leadership capability, workplace culture, psychological safety, and how organisations can create the conditions for people to thrive.<br /><br />Find Julia on LinkedIn: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/dr-julia-morgan-30b2798/" target="_blank">https://www.linkedin.com/in/dr-julia-morgan-30b2798/</a><br /><br />Flipping the Playbook is a production of <a rel="noopener noreferrer nofollow" href="http://SALT.agency" target="_blank">SALT.agency</a>. It is hosted by Reza Moaiandin. Find him on LinkedIn: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/moaiandin/" target="_blank">https://www.linkedin.com/in/moaiandin/</a> <br /></p>
April 29, 2026
Your ROAS Is Lying to You: The Profit Playbook for E-commerce CMOs, with Liam Patterson | 008
<p>Most e-commerce brands think they’re scaling.</p><p>In reality, they’ve hit a ceiling.</p><p>In this episode of <i>Flipping the Playbook</i>, Liam Patterson, CEO of Bidnamic, explains why one of performance marketing’s most trusted metrics—ROAS—is quietly holding CMOs back.</p><p>Because ROAS doesn’t measure profit. And if you’re optimising for the wrong metric, you’re not just limiting growth—you may be scaling inefficiency.</p><p>This conversation unpacks the structural issue at the heart of modern performance marketing: the disconnect between media optimisation and commercial reality.</p><p>Liam shares why Google Shopping should be treated as a dynamic system, not just another channel, and how leading e-commerce brands are shifting from media buying to profit engineering.</p><p>If your growth has plateaued, or your paid media performance isn’t translating into real commercial impact, this episode will change how you think about scaling.</p><p><b>Key Topics Covered</b></p><ul><li>Why ROAS is a misleading metric for CMOs</li><li>The hidden scaling ceiling in performance marketing</li><li>Why more budget doesn’t equal more growth</li><li>The difference between revenue optimisation and profit optimisation</li><li>How Google Shopping actually works (and why most brands get it wrong)</li><li>The shift from campaign management to profit engineering</li><li>Why product-level data is the key to unlocking performance</li><li>How to align marketing with wider commercial strategy</li></ul><p><b>Key Takeaways</b></p><ul><li>ROAS ≠ profitability — and optimising for it can distort decision-making</li><li>Scaling paid media without profit visibility leads to diminishing returns</li><li>Google Shopping performance is driven by product economics, not just bidding strategy</li><li>True growth comes from aligning media spend with margin, pricing, and demand</li><li>The next evolution of performance marketing is commercial, not tactical</li></ul><p><b>About the Guest</b></p><p>Liam Patterson is the CEO of Bidnamic, a technology company focused on helping e-commerce brands unlock profit from Google Shopping through advanced optimisation of product-level data and bidding strategies.</p><p><b>Resources & Links</b></p><ul><li>Learn more about Bidnamic: <a rel="noopener noreferrer nofollow" href="http://www.bidnamic.com/" target="_blank">www.bidnamic.com/</a></li><li>Connect with Liam: <a rel="noopener noreferrer nofollow" href="https://www.linkedin.com/in/liam-patterson/" target="_blank">https://www.linkedin.com/in/liam-patterson/</a></li><li>Subscribe to <i>Flipping the Playbook</i> for more conversations with leading CMOs</li></ul><p>If this episode challenged how you think about performance marketing:</p><ul><li>Follow / Subscribe so you don’t miss future episodes</li><li>Share this with your marketing or e-commerce team</li><li>Leave a review on Apple Podcasts or Spotify</li></ul><p>Flipping the Playbook is produced by <a rel="noopener noreferrer nofollow" href="http://SALT.agency" target="_blank">SALT.agency</a>: <a rel="noopener noreferrer nofollow" href="https://salt.agency/" target="_blank">https://salt.agency/</a></p>
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- What is Flipping the Playbook?
<p>Most marketers are still following old playbooks written decades ago.</p><p>The rules have changed, but the advice hasn’t.</p><p>Flipping the Playbook is your license to rebel. </p><p>This is your front-row seat to find out how leading CMOs are tearing up the old rules and building strategies that move the needle.</p><p>If you’re tired of being told “this is how it’s done,” let’s flip the playbook together. </p><p>Flipping the Playbook is hosted by Reza Moaiandin and is produced by <a rel="noopener noreferrer nofollow" href="https://salt.agency/" target="_blank">Salt Agency</a>.</p> - How often does this podcast release new episodes?
This podcast updates daily.
- Where can I listen to this podcast?
This podcast is available on 4 platforms including Apple Podcasts, Spotify, and more. You can also use the RSS feed directly.
- Does this podcast accept guests?
Information about guest appearances is not available.
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