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CMO Momentum: 4 marketing chiefs reveal how to weave 'culture' into the marketing mix

“For an organisation that’s been around for almost 60 years, you can imagine how difficult it is, from a marketing point of view, how difficult it is to have any brand consistency or consistent approach to strategy when it comes to marketing or digital-led customer experience.

“That changed about 18 months ago," he said, explaining a new national CEO came onboard. The unified organisation will now be led by the national CEO, adjunct professor John Kelly. 

In that vein, Taylor has been busy developing the marketing structure and accessing the overall marketing staff and placing them into appropriate roles. He is also on the hunt for 15 people in the marketing team across brand management, direct marketing, SEO/SEM, marketing insights and social media.

“I had to quickly assess people, and then place them into the structure to basically match the skills that they had,” he said. 

But in making the initial assessments, Taylor unearthed both challenges and opportunities, which only “came to light” once he started the restructuring process and determined people's capability and suitability for the roles. A big hurdle has been dealing with how to shift people’s traditional way of working and method of operation.