We asked a room of over 200 marketing leaders to raise their hand if they had all the resources they needed to do an awesome job.

Nobody moved.

Not a twitch. Not a tentative half-raise. Just silence and knowing smiles.

That moment set the tone for the entire episode. Canned the Marketing Podcast went live at the B2B Marketing Conference in Auckland, hosted by the Marketing Association, and the conversation we had on stage is one that almost every marketer in the country is having behind closed doors. How do you deliver meaningful results when your budget doesn’t match your brief?

We were joined by two marketing leaders who know this tension intimately. Fiona Taimana is the GM of Marketing at Noel Leeming, part of The Warehouse Group, where she leads marketing, digital, and creative across both retail and commercial. Her commercial division turns over roughly $200 million in revenue. She has one marketing manager. And her share of the total Noel Leeming marketing budget? Two percent. Fiona has built her career across retail, B2B, and international markets, including a stint with Emirates in the Middle East. She knows what it looks like to make a lot out of very little.


Anna Henwood is the CEO of Stickybeak, a global insights platform that helps brands test products and creative in market. Before founding Stickybeak, Anna was CMO at Les Mills International, where she led a 100-person marketing function across global offices. Now she runs a 12-person startup selling SaaS into markets including New Zealand, Australia, and the UK. She’s gone from a world where the founder would casually double your content budget to one where every dollar has to earn its place.

Together, we explored three principles that every marketer working with constrained resources should have tattooed on the inside of their eyelids. Or at least pinned to their desk.

Source: Canned The Marketing Podcast , 30th March 2026