Conny Braams’ new title – chief digital and commercial officer – is designed to remove the “silos” between marketing and sales.
Unilever’s top marketer Conny Braams says dropping ‘marketing’ from her title in favour of ‘commercial’ reflects the fact the business wants to use its commerce channels to “build brands” as well as sell.
After leaving the corporate world and big names like Unilever and Coca-Cola for roles at Sipsmith and Allplants, Shelley Macintyre likes to work with businesses at the inflection point when scrappy startups become brand-focused scale-ups.
The market for bargains is booming, fuelled by the economy, ethical buying and ease of purchase online. But research shows age and gender both impact on what consumers want from their bargain basements.
Former Hiscox marketing boss Annabel Venner urges B2B marketers who want to sell creativity into the business to start by counting the small wins and building a sense of confidence.
Former P&G, Heineken, Converse and now Philips marketer Claudia Calori believes using the creative and analytical parts of marketing is key to success, regardless of category or sector.
The Body Shop pioneered ethical beauty, but that positioning is no longer unique and its owners need to inject life into the brand to arrest its decline.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
