Q&A With Amy Nelson-Bennett, CEO And President, Molton Brown Global

Luca Paderni

 

Just three weeks to go before our Forrester's Forum For Marketing Leaders in London kicks off on May 13-14. In addition to industry thought-leaders from William Hill PLC and Intesa Sanpaolo, I am excited we have been able to confirm Amy Nelson-Bennett, CEO and President of Molton Brown Global, the global luxury body & beauty brand based in London, as one of our keynote speakers.

Since joining Molton Brown, shortly after its purchase by the Kao Corporation, Amy has modernised the brand and business operations, particularly in the areas of eCommerce, eCRM, and other digital marketing programmes. She has also successfully leveraged resources across the Kao organisation to help accelerate Molton Brown’s growth outside of the UK home market, and more recently has been working with the other Kao brands to better leverage digital assets and talent within the Kao organisation in EMEA and the Americas.

In the run-up to the Forum, I caught up with Amy and asked her these questions to uncover some of her messages for the marketing leaders attending our London event. Do join us on May 13-14 to hear Amy's full story!

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Technology Alone Won’t Take You Beyond The Campaign

James McCormick

As digital marketers, we know the importance of tracking, measuring, understanding, and meeting customers’ expectations at their preferred interaction points. We have convinced our budget masters of digital intelligence’s importance to the business as a whole and our spend on digital measurement and marketing technologies continues to increase—exciting vendors and enticing new ones to continually improve products.

But despite this increased investment in technologies, the same stubborn problem remains: different teams are working with siloed data sets while failing to understand and delight the customer across a variety of digital touch points. Why? Because while technology has provided the pieces for digital marketing, these pieces have not come together to deliver completed suites. Achieving this suite goal requires more than just an investment in technology; it requires a considerable effort and a strategy supported by executives that:

  • Recognizes the multi-channel digital customer experiences firms wish to project using customer insights
  • Realigns teams and processes to for better cross functional cooperation
  • Builds skills set and focuses more investment in staff and partnership

Following my report, Decipher the Digital Intelligence Technology Code, I will talk through creating a strong digital marketing foundation for a world beyond campaigns. Catch me during the upcoming Forrester’ Forum For Marketing Leaders on May 13-14, 2014 to learn more about a balanced approach to building out digital marketing suites.