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Presenting real life case studies, insights and advice we have compiled the most senior European marketers to offer you the crucial information and lessons you need to succeed in this new landscape.
Global Head of B2B Marketing, HSBC
Chief Marketing Officer and Senior Vice President, Virgin Atlantic
Global Marketing Director, Brand Partnerships, Bose Corporation
Senior Vice President of Marketing and Communications, Mastercard
Chief Marketing Officer - Emerging Tech and New Businesses, Ericsson
Chief Marketing and Communications Officer, International SOS
Chief Marketing Officer, Arçelik
Global Head of Digital Marketing, The Absolut Company
Vice President & Global TA Head, Ophthalmology, Strategic Marketing, Bayer AG
Director of Marketing and Brand Strategy, Aston Martin
Head of Digital Marketing and Communications, Credit Suisse
Head of Brand Marketing, Vodafone
A seasoned marketing professional with experience across retail, FMCG and now Telco. Maria started her career at P&G working across local, regional and global brands in the beauty and grooming sector. Working on brand such as Pantene, Head & Shoulders and Gillette, she was responsible driving some of these brands to number 1 position in key markets. After 12 years at P&G she move to OSM as a consultant in marketing capability. This was followed by a brief stint in a start up before he moved to retail, to head up marketing for M&S Lingerie. Across her 5 years at M&S she worked across all facets of retail marketing from trade marketing, brand campaigns, visual merchandising and digital coms as the Head of Clothing, Home & Beauty marketing. Her last assignment at M&S was heading up the newly created Customer Experience function, understanding what CX can bring to the world of retail. From there she has recently joined Vodafone as the UK Brand Director. Responsible for the definition and creation of the Brand experience for Vodafone, she has recently overhauled the brand experience platform and communication refreshing and modernising Vodafone across all touch points. As part of the expanding brand remit, her responsibilities now include the in house buying capabilities of biddable media making the brand team a fully independent unit on planning, buying and executing performance marketing.
Director of Marketing, Chelsea FC
Head of Digital Transformation and eBusiness Development, Nestle
Director of Marketing, Blacklane
Norbert Richard Meinike gives digital and physical services brand identities to launch, pivot and dominate their industries. Norbert is Director of Marketing for Blacklane, the global chauffeur service. He is building a worldwide brand and marketing strategy for travelers and chauffeurs. He came from Deutsche Telekom, where he was Vice President, Marketing for the voice and video communication service immmr.
Before that, he was the CMO of German startup Zoobe, which reinvented mobile messaging with 3D characters and voice. Norbert built an international user base with more than 10 million downloads and partnerships with Sony Pictures and 20th Century Fox.
Marketing and Commercial Animation Director, AXA
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Marketing and Communication Director, AB Volvo
Marketing Director, Transport for London
Global Head of B2B Marketing Strategy, HSBC
Director of Brand and Communications, Pleo
Luke is an English-native Brand & Comms Director, calling Copenhagen home for the last eight years. A self-taught marketer, Luke has been leading creative marketing teams for some of us Denmark’s finest scale-ups, Momondo, Airtame and now Pleo. He specialises in content marketing, building brand studios, cross-market brand localisation and product marketing. He is also an advisor for Brand Management degree programme at CBS.In former lives, Luke worked as a film critic, radio producer, stand-up comedy events manager, record label lackey and children’s party entertainer. He can still juggle.
Creative Lead, Nordea
Senior Global Brand Manager, Domestos
Matteo Rizzi has spent twelve years in marketing with 9 years specialism in FMCG. Currently the Senior Global manager for Unilever’s Domestos, his portfolio includes oral care brands along with experience in NGOs and agencies. This breadth of experience gives him a unique perspective in tackling the creation and implementation of Domestos’ brand purpose. He has spearheaded the brand’s highly successful partnership with Unicef and developed numerous social programmes which are helping communities around the world improve hygiene and sanitation.
His work forms an integral part of Unilever’s Sustainable Living Plan and he embodies the principle that large multinationals with their reach, marketing clout and products have the power to be a positive force in the world - both environmentally and socially.
One of the biggest challenges is walking the line between driving brand growth in a highly sustainable way while delivering positive social change.He holds a master’s degree in Marketing and a Chartered Institute of Marketing Diploma.
Corporate Partnerships Manager, Unicef UK
Gemma Kinneir has spent over 10 years in fundraising and brings her previous agency experience to her current role as Corporate Partnerships Manager for Unicef. With responsibility for Unicef’s WASH partnerships with Unilever, including Domestos, she is proud to work on a flagship partnership which is transforming the lives of millions of children.
Since 2012, Unicef has been working with Domestos to deliver their ambition - to win the war on poor sanitation by delivering transformational change for children. Unicef is the worlds leading children’s charity, with the highest brand awareness of any charity in the world and our relationship with government means we can deliver this sustainable change at scale.
Together, this partnership has helped more than 16 million people around the world get clean, safe toilets. More recently, we have worked together to show the human impact of that support and hope to use this year to celebrate our partnership by sharing these success stories more widely.
SEAT and Cupra, Volkswagen Group
Take a look at our recent bitesize Q&A with Volkswagen Group
Could you tell us a bit about your current role and responsibilities surrounding marketing?
As Marketing Director Volkswagen, I had a unique pleasure of shaping &
leading the customer journey and customer experience revolution for the
brand. In my current role as a Managing Director SEAT & Cupra I joined
a great explorative adventure with my team to build incredibly emotional
automotive brands, for which the truly motivating nature of customer
experience is still to be discovered.
What are your top 3 priorities for 2019 when it comes to your brands marketing strategy?
What new technologies or trends do you see impacting marketing and customer engagement in the wider industry this year?
AI & ML are well set, now the time has come to gain even more actionability
& simplicity with data management & visualization to detect & monetize
behavioral patterns in big data quicker than competition. And I’m still
waiting for more profound & disciplined use of non-conscious choice savvy
& neuroscience in shaping marketing strategies.
How important to your brand is understanding the customer journey and delivering personalized experiences to your customers?
There is nothing more important than that. With the 900 interactions & 3-6
months long process to just 1 transaction – there are plenty of chances to win
& lose your consumers along the way. Understanding the customer journey and
drivers and barriers along the way directly impacts your P&L.
As a speaker at this year’s show, what are you hoping to learn and take away from the summit?
This is always a great opportunity to listen to, share & transplant CJ & CX
ideas from diverse industries you would never think to get inspirations from
– and to find missing components to your CJ puzzle.
Director of Brand
Marketing, Spark Networks
Take a look at our recent bitesize Q&A with Spark Networks
As Director of Brand Marketing I spend a lot of time working out how to
best grow our portfolio brands and I am lucky enough to be involved with
pretty much every step along the way. This means I get to work with various
teams to create a narrative around a brand, establishing the visual and
copy strategy, translating that into marketing assets, and lastly creating
omnichannel marketing campaigns to support the user growth.
Improvement on Omnichannel marketing – creating a seamless experience
for an array of portfolio brands is a daunting task, but essential to ensure
marketing efficiencies and improved brand recognition.
Actionable Brand Documentation – Although important for the strategic
members of the team, brand documentation can be too cumbersome
and create more confusion then clarity. Knowing what’s what empowers
individuals to make the right decisions faster and keeps the wheels rolling.
Continued testing! Understanding which what formats/channels work for
which brands and in which markets is not only a great creative exercise for
myself and the teams, it also ensures we continue to improve our marketing
strategy and efficiency.
In terms of technology there has been a lot of talk about VR and AR in the
past years, and there definitely are some cool examples on how they are
being used to expand the customer experience. Personally, I think examples
like the AR make up experience from L’Oreal on Facebook is incredibly
exciting, and I would expect a great deal more to be done in this area.
The red line however is Story Driven Marketing. Brands have realized they
need to create a compelling narrative that excites, surprises and inspires
consumers, potentially through ‘immersive’ experiences. It is easy to see
how AR or VR can play a role in this trend, but essentially any technology,
new or old, that can be used to tell a compelling story will be able to
take the stage and brands will continue to focus on the Storytelling path
A fair bit. Since we mainly operate premium online dating brands that are
aimed towards helping users find a serious, long term relationship, rather
then short terms flings, signing up to our products is a deeply personal
and emotional decision. Every person who comes to a stage in their life
where they want to find something more meaningful does this for their
own reasons, but through a lot of research we have been able to find red
lines in specific target demographics and build our brand narrative towards
that. For instance, a 55-year-old atheist will be on one of our websites
with different expectations and for different reasons then a 24-year-old
Christian. Tailoring the messaging, the visual strategy and even the product
experience towards those expectations are crucial for us to be able to meet
the needs of our users.
I am mainly looking forward to getting inspired by and discussing the
creative solutions that Brand Marketeers around the world have conjured up
to tackle the key issues in our industry.
Managing Director –
Marketing and Communications, Aon
Take a look at our recent bitesize Q&A with Aon
Creating growth and building the brand by deploying a marketing strategy
with a structured approach on several (future) client’s group (main topics:
thematic & industry campaigns and Account Based Marketing). Secondly,
creating insights by data & analytics obtained by Marketing Intelligence
and finally Identifying & optimizing the buyer journey/user experience.
The customer journey is crucial and the foundation for the approach
towards (future) clients. The ‘traditional’ push campaign and (cold) calling
initiatives are diminishing in relevance fast. Understanding (future) clients
and following, predicting and adapting their behavior is the key to future
Over the years I’ve experienced that marketing maturity differences
between companies are growing in a rapid pace. Especially ‘traditional’
marketing vs ‘digital & data’ advanced marketing is a clear trend. During
the summit I’m curious and interested in the latter group of peers who can
share their experiences, pitfalls and successes.
Executive Marketing Advisor Europe, Deutsche Telekom
Take a look at our recent bitesize Q&A with Deutsche Telekom
As Head of B2B Marketing Europe at Deutsche Telekom, I helped our twelve subsidiaries across Central and Eastern Europe setting up our segment 2013 through 2017. Thanks to an exceptional team we achieved consistent growth from the onset by agile branding, operational, demand generating and communication efforts with a focus on business analytics and content-driven digital marketing communication by building international teams and communities. Today, I advise across DT group on transforming the marketing function based on this unique experience, as our brand and offering keeps evolving in connecting people across Europe to the opportunities of now.
I believe that really no brand will remain in the market across the next decades without creating a self-sustaining, human-centric user and customer advocacy, beyond ever more experiential and personalized angles, that appreciates its customers in the daily realities that makes them thrive among competition much as we do ourselves.
We will be seeing few wholly new actors on the marketing stage. Instead, digital channels will turn more conversational and re-inforce growing human scopes already seen in content. Beyond that, Voice and Artificial Intelligence have a good chance to begin significantly contributing to returns, much as customers will begin to realize how an unfolding time-save will free up their efforts to focus personal and commercial growth.
Brands are emotionalized confluence of hopes, wants and needs our customers allow us to commercialize. If we appreciate people’s or companies’ journeys and situations, we can become almost a family member. But we must remain respectful towards our prospects’ and customers’ intuition and privacy regarding both. There is nothing that sets forming a friendship apart from forming a brand-driven commercial bond.
If we can agree that marketing is a pitched combination of art, wit and science I will certainly seek, as always, that holy grail marrying emotional bias, attribution and a straightforward interface.
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