Ask the Marketer Q&A: Working with Marketing Budgets with Amie Farrell

Most marketers think their budget is the problem. Not enough of it, not enough control over it, and always first on the chopping block when things get tight. But plenty of teams with real money behind them still produce work nobody notices… and plenty of people with almost nothing manage to command attention anyway.

In this Ask the Marketer Q&A, we're joined by Amie Farrell, Marketing Lead at Deliveroo for Work, to talk honestly about budgets — how to build one, how to defend it, and how to spend it well whatever the number at the top.

Amie works across both ends of the spectrum: big-brand budgets in FMCG and B2B, and the scrappier reality of building her own product from scratch. We'll get into what genuinely changes between the two, and what doesn't.

Meet the host:

Amie Farrell leads marketing at Deliveroo for Work, the delivery platform's B2B arm transforming food in the workplace. Since joining Deliveroo in 2021, she's led teams to deliver business results with campaigns that command attention. Before that, Amie worked across multiple FMCG businesses including Nestlé Purina, Charlie Bigham's and Lucozade. Alongside her role at Deliveroo, she's building Tame the Taurus, an astrology-based game now live with its first retail listing at Oliver Bonas.

We'll cover:

• The inherited budget problem: how to pull apart a budget built on last year's spend and work out what actually deserves to be in there

• Making the case: what a business case finance actually says yes to looks like, and how to talk about results when your buying cycle is longer than the quarter

• Why marketing gets cut first: whether we're genuinely expendable, or just bad at defending ourselves

• Spending it well: the cheap things that outperform expensive things, and how much you should be ringfencing for tests that might not work

• Live Q&A: bring your own budget challenges and questions for Amie

This session is ideal for marketers who own a budget, want to own one, or are heading into planning season with no idea where to start.

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