Could you tell us a bit about your current role and responsibilities surrounding marketing?
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.
What are your top 3 priorities for 2019 when it comes to your brands marketing strategy?
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.
What new technologies or trends do you see impacting marketing and customer engagement in the wider industry this year?
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
How important to your brand is understanding the customer journey and delivering personalized experiences to your customers?
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.
As a speaker at this year’s show, what are you hoping to learn and take away from the summit?
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.