[ad_1]
If you look online, you’ll see that many Americans are puzzled and confused by Australian culture.
Lead image LR: Susan Coghill, CMO, Tourism Australia. Amanda McVeigh, Chief Customer Officer, Kohl’s. Vandita Pandey, ANZ CMO, Snacks and Beverages, PepsiCo.
Whether it’s the lack of parking at the MCG for Taylor Swift’s recent gig, musician Azealia Banks calling the entire country “unimportant” and “culturally obsolete,” or simply Even with Australian accents, the Yankees don’t seem to have their heads completely wrapped up in the land.
But three of Australia’s most important marketers hail from the land of the free and the home of the brave. Vandita Pandey, CMO ANZ, Snacks and Beverages, PepsiCo. Amanda McVeigh, Kohl’s Chief Customer Officer. Additionally, Pandey said she only arrived in September 2020 and McVeigh only arrived last year. Coghill is an anomaly, even though she has spent more of her professional career outside of the United States than within it. So why are brands looking overseas to lead Australian marketing?
“This is a big move for our family and we look forward to everything that’s to come,” McVeigh wrote when his new job was announced.
She previously spent 11 years at Michigan-based retail giant Meijer and nearly 10 years at Minneapolis-based retail giant Target.she says B&T As part of the CMO’s power list, Mr McVeigh said food was “hugely important to Australian culture”, although he was “still learning” how Australians live.
Meanwhile, Pandey said despite being in the Antipodes for so long, he still understood some of Australia’s biggest names. However, given that she spent nearly 11 years within the PepsiCo family, she believes her transition would have been a little easier. In her previous role, she was the general manager of Bear Snacks in Dallas.
For Kohl’s, McVeigh’s transition from his predecessor Lisa Ronson’s CMO role to lead customer operations included getting closer to products, technology and, of course, customer concerns and demands. McVay has first-hand experience with all three.
“As part of our role as Chief Customer Officer, we have won 19 Product of the Year awards, all under our own brands. “One of the 19 winning products was a gluten-free Coles brand chocolate chip cookie,” she explained.
“I have observed and worked with a variety of retailers that have made this transition,” McVeigh said.
“What I’ve seen so far is that marketing is part of the overall customer strategy. It’s how we express ourselves in different ways, and it all starts with customer insight. What we are trying to achieve from that customer perspective and how we are trying to connect that to demand generation. All the way down to our responsibilities. So how do we put all this together to ensure we can bring creative content to market at the right time, to the right customers, through the right channels?”
But McVeigh’s best experience has been in retail media. This format is one of the most popular tickets for Australian marketers. yesterday, B&T oOh!media has announced that it will begin reporting the financial performance of its reooh retail media division separately in 2025. In December, Morgan Stanley estimated that retail media networks will siphon $1.1 billion in advertising dollars from traditional media owners by 2027. Just one day later, the Interactive Advertising Bureau launched a basic retail media training scheme.
Coles360, the grocer’s retail media division, is growing rapidly, installing 500 screens across its store footprint in March last year, with just 27% of its revenue coming through this channel. However, it lagged well behind Woolies’ Cartology retail media business.
“I could talk about retail media all day long,” McVeigh said. “That was part of my job in the US. These are very important to the advertising, marketing and media ecosystem. Retailers have long been really understanding their customers from the point of purchase and transaction. What’s refreshing about the evolution of retail media is understanding the big picture of advertising effectiveness and linking advertising objectives to reaching specific customers and actually changing behavior. But here in Australia, we’re still in the early stages. ”
Pandey’s role at PepsiCo is different. She is focused on building Australian identity within a stable of global brands, rather than aiming to bring down the best learnings from America.
“Smith is a great example,” she explained.
“Obviously in most other markets it’s Lays, in the UK it’s Walkers, in Mexico it’s Sabritas, and they’re very similar not just in product but in positioning. There are more similarities than differences. Let’s take a step back. And if we look back at communications, innovation, and the work we’ve done over the past decade, we see even more similarities. In contrast, we are trying to do a better job of partnering with the market on how to build “hero” work from the center. ”
Pandey is none the wiser when it comes to mentioning Gary Lineker, the long-time star of Walkers advertising in the UK, but the need to brush up on the long-retired English footballer is perhaps why she may be less pressing than the need to know. Kyle Sandilands Karl Stefanovic.
But what is clear is that America’s influence on Australia’s top marketing operations, whether through specific technology experience in the case of Mr McVeigh or a renewed focus on building global brands with Mr Pandey, is clear. It means that power is increasing. And we all stand to benefit from that.
[ad_2]
Source link
