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# Brandmakers with James Rothwell, Senior Vice President  Marketing at Zalando
- URL: https://www.thesubthread.com/brandmakers-with-james-rothwell-senior-vice-president-marketing-at-zalando/
- Published: 2026-05-05T21:15:04.000Z
- Updated: 2026-05-05T21:15:04.000Z
- Description: Zalando’s James Rothwell on how a retailer learns to think like a publisher, why content and entertainment sit at the centre of its next chapter, and what it takes to turn a fashion platform into a broader lifestyle brand.
- Author: Hannah Bowler
- Tags: #Brandmakers-podcast, #Podcast, Marketing, Brandmakers

[Listen on Spotify](https://open.spotify.com/episode/49zieiFv3jlgvkp7ZJ7xcV?si=H5pUhd3BRA-Y11VdWEI7FA&ref=thesubthread.com) [Listen on Apple Music](https://podcasts.apple.com/us/podcast/pandoras-marketing-director-on-leaving-every-brand/id1885174166?i=1000764647786&itscg=30200&itsct=podcast%5Fbox&ls=1&mttnsubad=1000764647786&ref=thesubthread.com) [Watch on YouTube](https://www.youtube.com/watch?v=PXiI4CyHrE4&ref=thesubthread.com) 

Welcome back to a very exciting episode of Brandmakers with James Rothwell, who is senior vice president of marketing at one of Europe’s biggest advertisers Zalando. James is at the heart of a transformation with the company moving away from acting like an advertiser to become more like a publisher. 

In this conversation, James lays out why he thinks content and entertainment are the future of marketing as he sets out his plan to take Zalando from a clothing retailer to a fashion and lifestyle brand. 

Season 1 of Brandmakers is presented by [SBS](https://wearesbs.com/?ref=thesubthread.com). Helping brands and independent agencies deliver smarter, high-impact programmatic advertising.