Fleur Elliott, Head of Marketing at Amazon Fresh, highlights the challenges CMOs face in brand positioning and meeting evolving customer expectations. With over 14 years in e-commerce, she stresses the importance of personalization and technology investment. Fleur points to the need for consistent branding across different markets while catering to local expectations. Excited about the role of AI in easing workloads, she also raises concerns about marketing's perceived responsibility for solving all business problems. Marketers can prove their value by advocating for the customer voice in discussions at the C-suite level.
As a CMO, the most important challenge I face today involves finding the right brand positioning in competitive markets and the need to invest in new technology for personalization.
To maintain a consistent brand across multiple markets, it is crucial to meet local requirements while still ensuring global brand consistency, which can be quite challenging.
Marketers can better demonstrate their value at the C-suite level by consistently bringing in customer insights, which makes it difficult for executives to disregard the customer voice.
In creating a standout brand within e-commerce, the key lies in understanding customer needs and gaps, constantly asking customers what we do best and how we can improve.
Collection
[
|
...
]