3 ways customer data can increase online sales conversion
Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.
Broome departs Kellogg's following marketing restructure
John Broome leaves as marketing director immediately following restructure of the marketing and insights function
Kellogg A/NZ marketing director, John Broome, will leave the company today following a restructure of the company’s marketing and insights functions.
In a statement, the cereal company confirmed it is creating a new standalone insights and commercial planning department following a review of business operations. Previously, customer, consumer and shopper insights sat separately. These will now be rolled up into the overarching insights and commercial planning function.
A spokesperson for the company confirmed an internal candidate has been chosen to head up the new united insights team, and will be announced shortly.
CMO understands Broome has left today but remains on gardening leave from Kellogg until the end of the year.
As a result, Kellogg has readjusted the role of marketing leadership, and promoted Tamara Howe to the new position of marketing director for the Australian team. According to the company, this new role will see how leading the integrated portfolio teams focused on brand marketing, shopper activation and innovation. It still reports to the MD.
Howe has been with Kellogg for 12 years and has been leading the innovation marketing team for the past 18 months.
Former director of breakfast brands in marketing for Kellogg and 2IC to Broome, Will
Brockbank, is now commercial director for Kellogg NZ overseeing marketing.
Broome joined Kellogg as marketing director in July 2012. He was previously marketing director for Goodman Fielder, and also spent several years at Nestle Australia covering the coffee, confectionery and snackfood portfolios.
In its statement, Kellogg thanked Broome for his contribution to the A/NZ business and highlighted his achievements in launching the Special K Nourish cereals, Nutri-Grain Unstoppable campaign, as well as ongoing work on increasing the business’ use of digital media technology in brand strategy.
The company also said the new structure will help ensure all commercial activities are integrated and “enable commercial portfolio management and reduce duplication”.
Related: Kellogg's sees location-based marketing as the new frontier for brands
Kellogg's marketing chief: Marketers in charge of delivering sustainable business growth
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...
Tom
3 ways customer data can increase online sales conversion
Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?
Tim Palmer
Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign
Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...
Jill Brennan
Why marketers should take note of social robots
Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...
Vanessa.M.Magers
Bricks and clicks: Balancing digital and physical to win the retail game
Excellent article, Thank you.
Steve Beards
How Aprimo hopes to help marketers tackle distribution of content, funds and data