In this episode, we're diving into a fascinating conversation with Sadira Furlow, known as the "Dean of Dopeness" at Tony's Chocolonely. We unpack Sadira's career journey from launching viral campaigns at PepsiCo to driving industry change at Tony's Chocolonely. We'll explore her admiration for Tony's authentic mission, their innovative approach to storytelling, and how they're reshaping the chocolate industry. Sadira also opens up about her bold career moves, the lessons learned from transitioning between major brands and startups, and her commitment to making a meaningful impact.Timestamps 00:00 - Intro 01:37 - How Sadira discovered Tony’s 02:01 - Why Sadira is known as the Dean of Dopeness 03:19 - Sadira’s role at Pepsi; Puppy Monkey Baby and Mountain Dew 13:06 - From PepsiCo to a fintech (Happy Money) 16:03 - Making an impact in a product-led organisation 18:24 - Writing your own redundancy case 21:09 - Why Sadira took a 9 month Sabbatical 23:51 - How Sadira got the role at Tony’s 28:11 - The commitment to being a change brand 29:55 - Working with constrained budgets 34:26 - The lawsuit for Tony’s look alike bars 38:27 - The Tony’s advent calendar that caused a stir 39:53 - Using fun and humour to tell a serious story 42:21 - In house vs agencies at Tony’s 43:17 - Tony’s collaboration with The Washington Post 44:25 - Custom branded Tony’s Chocolonely bars 45:46 - The most successful campaigns for Tony’s 47:45 - Where does the brand go from here? 49:55 - What has surprised Sadira most about the brand

How Tony’s Chocolonely is breaking the mould with their Dean of Dopeness (CMO) Sadira Furlow