The Marketer's Cookbook

Marketing to Gen Z: Authenticity, Influencers & TikTok Strategy

In this episode of The Marketer’s Cookbook, hosts Lionel Heng and Joshua Goh welcome back Aaron Khoo, former Head of Video at SGAG to discuss how to connect with Gen Z.  We explore why Gen Z values authenticity and purpose over traditional ads. Aaron explains how to use vertical video and Vox Pops to reach them without being "cringe". We also dive into how their unique outlook is changing both marketing and office culture. Tune in to learn: * Defining Gen Z: What makes them different from Millennials and Gen X. * Values First: Why they choose brands based on sustainability and ethics instead of a hard sell. * Office Shifts: How their focus on purpose is reshaping management and work culture. * Real Content: Why unfiltered, authentic videos work better than high production ads. * Influencer Tips: How to find creators who actually fit your brand instead of just chasing big numbers. * Top Platforms: Why TikTok and Instagram are the best places to find your audience. Whether you run a small business or a major brand, this episode shows you how to build a strategy that Gen Z will respect. Listen now and start reaching Gen Z today!

Delegate Marketing Like a Pro: Build a Self-Running Team

Struggling to do everything yourself? In this episode of The Marketer’s Cookbook, we sit down with Coach Felicia (Founder & Principal Coach, Business Multiplier) to show you how to delegate marketing without losing your voice — so your team runs the engine while you steer the ship. 🚢 What you’ll learn: •⁠  ⁠The 4Fs framework to scale without burnout: Foundation → Feeding → Flourish → Future •⁠  ⁠Who to hire (and when): part-time, full-time, or agency — and how to combine them smartly •⁠  ⁠The VMC hiring filter: Values, Mindset, Competency (and why culture beats tools) •⁠  ⁠Group interviews + competency tasks that reveal how candidates think •⁠  ⁠Tools vs culture: why half your team ignores project software — and how to fix it •⁠  ⁠Setting meaningful KPIs and 90-day execution cycles for real results

Marketing vs Branding: What's the Difference and Why It Matters

In this foundational episode, hosts Lionel Heng (@MintoStudiosSG) and Joshua Goh (Path Digital) sit down with community builder and brand strategist Vernon Lim to break down the essential difference between marketing and branding — and why understanding both is critical to business success. Whether you're a startup founder or an SME owner, you'll gain clarity on: * What really defines branding vs marketing * How brand perception is built * Why strategy must come before tactics * Common pitfalls in business messaging (with examples from Apple!) * And how to grow your reputation by design, not by accident Vernon also shares practical advice for new businesses on how to establish credibility, build a strong brand identity, and attract attention with purpose. This episode is packed with real-world insights, practical frameworks, and engaging stories — don’t miss it! Subscribe and turn on notifications so you don’t miss future episodes filled with marketing gold.

Mastering Social Media: Building Your Content Strategy from Scratch

In this episode of The Marketer’s Cookbook, we dive into the essential steps for crafting a social media content strategy that works for your business. Whether you're starting from scratch or looking to refine your existing approach, hosts Lionel Heng and Joshua Goh are joined by their guest, Aaron Khoo, former Head of Video at SGAG to walk you through the key ingredients to create a strategy that resonates with your audience and drives engagement. From choosing the right platforms to designing content that sticks, we cover actionable tips and insights on how to build a sustainable, effective presence online. You’ll also hear real-world examples of businesses that have transformed their social media game using these exact tactics. Tune in to learn: * How to set clear goals for your social media strategy * The importance of consistency in posting * Creating content that connects with your audience * Tips for measuring success and adjusting your strategy Whether you're a small business owner or a marketing professional, this episode gives you everything you need to build a social media strategy that works. Listen now, and start mastering your social media content strategy!