The New Era of Marketing with Kate Ware: AI, Authenticity and Strategic Leadership

In this episode of Beyond Growth, Reyan sits down with Kate Ware, founder of Made Great and a trusted strategic advisor to growing businesses and brands. Kate takes us through the shift small and medium businesses have witnessed in marketing, from the early days of organic social and community building to the rise of AI, search disruption and commercial accountability.

Kate shares how her transition into social media during maternity leave led to managing online communities for brands such as Cadbury and Kmart, and the lessons that translate directly to SMEs today. We unpack the shift from “likes and reach” to real ROI and outcomes, and how smaller businesses can leverage smarter strategies without huge teams or budgets.

Kate walks us through the impact of generative AI on search behaviour and conversions, including a real world example of a client who experienced an 80 percent drop in organic search traffic. We discuss how tools like ChatGPT are reshaping marketing roles, and how SMEs can use AI to increase visibility, improve content and stay competitive, rather than get left behind.

We also explore leadership branding and why trust in individuals now outweighs trust in corporate brands. Kate shares practical advice for business owners who want to grow their presence online, communicate more authentically and step confidently into thought leadership without feeling like they have to manufacture a persona.

Kate offers candid insight into her own rebrand, the fears and disruption caused by AI, and what led her to her next chapter as a fractional CMO supporting growing businesses.

This episode was proudly brought to you by the Geelong Chamber of Commerce.

Listen on Spotify