Story of my CV: The biggest challenge for NHS England’s head of marketing Phil Bastable is proving the return on any spend that does not go on front-line services, but as the NHS turns 70, he warns against thinking marketing in the public sector is a “step down” from the private sector.
Story of my CV: Business transformation has been the driving force of Pronovias CMO Eva Ziegler’s career, which has seen her put the customer at the heart of brands from Coca-Cola to Toyota.
From colouring in sketches of shoes in the 1980s, to launching the most complained about ad of the year in the 1990s and turning around the fortunes of a jeans brand “in freefall”, Sue Chidler’s marketing career has certainly kept her busy over the last three decades.
Story of my CV: Despite having some of the biggest budgets in marketing throughout her career, Amanda Mackenzie, now CEO at Business in the Community, says with determination and the right talent “you can achieve anything”.
Story of my CV: Selling mosquito repellent in Turkey might seem miles away from the UK’s utility sector but E.ON’s Belinda Moore isn’t one to adhere to norms, nor is she one to follow a traditional career path.
Story of my CV: Despite being pigeonholed as a salesman early on in his career, Intuit QuickBooks CMO Guy Longworth was determined to make the transition into marketing and has since been responsible for launching PlayStation 4 and bringing back the Coco Pops brand.
Story of my CV: Being a disruptor is nothing new to Joules chief customer officer Lysa Hardy, having worked at Orange when it entered the UK market and launched T-Mobile’s famous flashmob ad. She now plans to shake things up in the retail sector.
The story of my CV: From Sky’s “tough” culture to the “familiar and friendly” environment at Heart FM, Just Eat’s global CMO Barnaby Dawe has adapted his management style to get the most from each team.
Story of my CV: Jan Gooding gives a frank account of her career, including her “noticeably slower” progression compared to male colleagues and the fact she was edged out of one agency after having her first child, all of which has led to her current role championing diversity and inclusion.
The story of my CV: Christine Petersen started her career at Amex, but has spent the past 20 years working at high-growth digital firms like TripAdvisor, where she helped build the little-known brand into a $1bn business.
The story of my CV: After finding a passion for the mobile industry early in his career, John Bernard has now taken his digital knowledge to medical device and diabetes management firm Dexcom.
Story of my CV: Visa’s head of global marketing platforms Kim Kadlec worked her way up at agencies before switching to media companies to merge brands with content, but now has her sights firmly set on mastering technology and data.
Marketing Week reviews the latest books for marketers.
Given the most hyped technologies of 2017 have failed to make an impact this year, marketers would be wise to perfect customer experience on incumbent tech like mobile before shifting focus to blockchain, VR and voice.
Catch up on all the major marketing news this week, including Tesco’s drive to help customers eat more healthily, Heineken’s struggles with ecommerce and Dollar Shave Club’s new business model.
L’Oréal is shifting to offer services in a “new era” for the brand that sees it aim to become the number one beauty tech company.
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