Welcome to Episode 64 of The Incredible Machines podcast! In this thought-provoking conversation, Jon Oliff and Luke Holden sit down with Claire Armstrong, a consumer marketing insights leader at Unilever, mother of three, and a professional in marketing with nearly two decades of experience understanding why people do what they do.
She reflects on a journey that has taken her from growing up in Westville and moving to the UK at 16, to studying sociology, entering market research and ultimately building a 12-year career at Unilever. Along the way, she shares how her career became a source of stability through some of the most difficult periods of her personal life. We also unpack why human understanding, adaptability and strong relationships remain essential in an increasingly AI enabled world.
The conversation explores “Yesterday’s Best”, her belief that what is meant for you will never pass you by, and the importance of remembering that difficult seasons aren’t permanent. Claire also shares how becoming a mother changed her approach to ambition, leadership and work, and why she believes being a working parent has made her a better leader.
This episode is a must listen for anyone navigating career ambition, parenthood, leadership, personal change or the challenge of building a life that makes room for all of who you are.
⏱ Timestamped Overview
00:47 – Introduction to Claire Armstrong and the Lifeline Exercise
05:10 – Yesterday’s Best, gratitude and finding something good in every day
10:06 – “What’s meant for you will not pass you by” and doing the work
20:09 – Career stability, moving to the UK and travelling the world
30:05 – Entering consumer insights and building a career at Unilever
40:42 – Keeping personal struggles separate from professional life
50:04 – Career as a coping mechanism and Claire’s biggest promotion
59:04 – Consumer insights, connecting data and understanding human behaviour
01:05:25 – Forecasting the future and becoming comfortable with uncertainty
01:25:18 – Authentic brand storytelling and finding the human truth
01:35:12 – Redefining ambition through job sharing and motherhood
01:45:23 – Leading with empathy, compassion and servant leadership
01:50:02 – “It will either be great or a great story” and what comes next
💬 Quote of the Episode
"What's meant for you will never pass you by"
“It will either be great or a great story”
– Claire Armstrong
🧠 Related Campaign Example
Vaseline’s 'Mntana ka Gogo’ Campaign: Claire selected this campaign as an example of consumer insight rooted in real human behaviour. Rather than leading with product functionality, the campaign taps into heritage, love and the familiar relationship between a grandmother, her grandchild and a product already embedded in everyday South African life.
As Claire explains, the campaign demonstrates the power of understanding the emotional role a brand already plays in consumers’ lives. She describes it as “the most beautiful South African example of real consumer behaviour that is absolutely covered in love and emotion.”
Vaseline's 'Mntana ka Gogo' Campaign: https://www.youtube.com/watch?v=q1QNAOA2Q64
👣 Relevant Links & Mentions
Claire Armstrong LinkedIn: https://www.linkedin.com/in/claire-armstrong-b2b737aa/
Claire Armstrong Instagram: https://www.instagram.com/claire_e_armstrong/
Claire Armstrong Facebook: https://www.facebook.com/claire.bekker.9
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