The Global Industry Council

Carlos has worked in marketing for fifteen years. The first twelve of these were spent in digital agencies; firstly Quirk, a South African start-up that became a 300-person international business, then Mirum, J. Walter Thompson’s 2,400-strong digital branch.

 

In this time he ran projects and set up service offerings across the full gamut of digital services – from campaign planning, integrated comms strategies (working with JWT’s traditional advertising and brand teams), performance and growth marketing, marketing automation, media planning, data and analytics teams, web projects, UX, social media as well as a number of innovation projects – not to mention running the European branch of Quirk as well as individual teams in the UK, Germany and Finland.

 

His last three years were spent working with a number of ex Fortune 500 CMOs in a traditional growth-focused management consultancy, helping his clients develop classical segmentation, brand, positioning, insights and innovation strategies that make sense in today’s digital world.

 

Over his career he has worked across the globe for some of the world’s smallest start-ups, some of its nimblest and most exciting ‘new economy’ businesses (Netflix, Naked Wines and Not On The High Street) as well as some of its most mature (SABMiller, Warner Bros., Tyco, Unilever and Bayer).

Watch the full interview with Global Industry Council Member, Carlos Menezes.

 

What is one piece of practical advice that you would give someone starting their career?

 

Know why you’re doing what you’re doing. It’s probably one of the single hardest things to do. But, it’s also probably the single most important one. Often, what people need is very, very different to why they engage with something. So digital comes with a whole bunch of accoutrement. You get to work in funky offices, you don’t have to wear formal clothes. You can work remotely from the beach. This is all wonderful when you’re 22, and then you start getting into your late 20s and it’s suddenly not that important. 

 

So, understand why you’re getting into what you’re getting into and get context, and get uncomfortable.

Richard is a marketing strategist with a wealth of experience across brand, communications, and experience.  Throughout his career, he has had the privilege of working with some of the world’s largest brands, leading Shell’s global Retail communication strategy, repositioning the Olympic consumer brand, and leading digital transformation programmes for the likes of EY, Capita, and Tyco.

 

Richard has developed a new approach to strategy that seeks to solidify the value of brands in three ways.  As a philosophy, it recognises the need for a solid grounding in marketing theory and business results; as an approach, it provides the controls and disciplines required to interrogate and deductive prove the validity of its own outcome; and as a framework, it focuses thinking and research in future human needs, rather than observing their past behaviours. 

Managing Director of iProspect and Vizeum South Africa; Clare has 15 years’ experience across both the media owner and advertising and marketing industry, having extensive experience across a broad spectrum of industries from an agency and media owner perspective, with her roots being proudly entrenched in digital and performance expertise.

 

As a part-time lecturer at AAA in 2018; Clare facilitated the Digital Marketing Strategy course and has been an active member of the IAB South Africa for the last 3 years. Heading up the IAB Measurement Council since August 2020, Clare believes that active contribution in the development of our industry is the only way in which we’ll successfully grow together.

 

Clare is passionate about people, leadership, the creative process, digital media, online advertising and devising strategic approaches that address clients business challenges. 

 

In addition to her strong marketing and advertising background, Clare is an active and respected thought leader within our industry as well as a Female Foundry Mentor and an #IamRemarkable facilitator (which is a Google initiative empowering women and underrepresented groups to celebrate their achievements in the workplace and beyond, encouraging them to push beyond glass ceilings).

To be released soon.

Measurement. measurement is one of my favourites, it’s one of my favourite words. And measurement means so many different things. And that’s why it’s so important because it’s indicative of having not linked objectives to channels. And you and I’ve had a couple of conversations. And I think even just listening to some of my feedback now, I talk a lot about the role. And why role of channel, role of platform is so important. And for me, it’s the deliberate decision that you take. And because you’ve been deliberate, you understand how you’re going to measure it, you’re not just doing digital for the sake of it but you’re doing digital because. What is that because? If you don’t know the role it’s playing, you can’t identify the objective. And if you can’t identify the objective, how do you measure it? How do you know if you’ve been successful? If you don’t know what you’re trying to achieve at the onset, you’re never going to measure it successfully. A great example is somebody buying media on a cost per 1000 basis when actually what they’re going to be measuring is leads. Now those two don’t go hand in hand. And often measurement is the last thing that we do. You know, we plan our media, client will say how things are working and all of a sudden, we’ll say okay, cool, you know, we’re getting this amount of impressions, but because you never had that conversation upfront in terms of what does success look like for you? And how do I translate that into successful media metrics? And actually, that measurement conversation and what we’re trying to achieve through whatever tactics we’re employing should be at the heart of everything that we do, and not as a nice to have at the end of it.

Simon Lloyd is the co-founder of performance marketing agency Algorithm Agency. Algorithm partners with e-commerce and lead generation clients in sub-Saharan Africa, the United Kingdom and the United States. Lloyd is a true digital veteran, learning his craft in the digital trenches in the UK. Lloyd first started in the music industry, building databases and some of the first websites for major recording artists. Since then, he has worked in the travel, retail, e-commerce and finance verticals on the client-side and agency side. He is obsessed with hard metrics and he is a firm believer in making data-led decisions that lead to greater return on investment.

A growth marketing professional experienced in setting up and growing teams to lead user acquisition, engagement, retention & life cycle marketing. Has more than 10 years of experience in digital marketing skills including SEO, SEM/PPC, Social Media Marketing, Content Marketing, Conversion Rate Optimization & Data Analytics in B2B and B2C industries.

To be released soon.

Kelly Miller is an eCommerce and Digital Marketing specialist, who has developed the success of CPG brands within the digital landscape in Canada for the past 10 years.

 

Through innovative digital marketing solutions, Kelly is transforming the way consumers engage with brands online, resulting in an enhanced user experience, dramatic eCommerce sales and successful brand growth across several different categories. When not making waves in the eCommerce world, Kelly can be found competing in open water swim events, running or with her two sons who are both the perfect combination of Kelly… avid foodies and digital experts.

To be released soon.

How has the Digital Marketing industry changed in the last 5-years?

 

So I think the biggest change has to be around retail commerce, and the way that people are shopping online, or just shopping in general now. We know COVID was a huge accelerant into E-Commerce and what it did there. And the emergence of Amazon and the role that plays in Amazon has changed the way we market as well, their platform, and the abilities of their advertising.

 

I think we’re game-changing and made everybody sort of stuck things up, and try and follow it and keep up with that pace. I think that they’re still pushing things in terms of commerce, but, the emergence of retail commerce and how people shop and how we can reach them as marketers, is the biggest area of change. With COVID and not having as many out-of-home experiences, it’s just really accelerated what’s happening digital-wise. So I would say that’s been the biggest area of change for sure.

 

Iva has 10 years experience in the digital marketing industry. She started her career as a Social Media Manager but early switched her focus to Media Buying and Performance Marketing. With further development, she reached the title of Head of Performance Marketing at 404 agency, one of the biggest Croatian digital agencies. At 404, she took care of department and employee growth and managed performance marketing projects for large international and Croatian companies. After 6 years at 404, Iva switched her focus towards product marketing management at an IT company, Martian & Machine, to validate innovative digital ideas and create new products and services. Since 2015, Iva has held the title of Google Certified Trainer and teaches both companies and students Google tools. Since 2019, she has worked as an external lecturer at the University of Zagreb in the Faculty of Economics and Business. She teaches a Search Engine Marketing class as a part of the Digital Marketing Professional Specialist Graduate Study Program.

To be released soon.

How has the Digital Marketing industry changed in the last 5-years?

 

So I think the biggest change has to be around retail commerce, and the way that people are shopping online, or just shopping in general now. We know COVID was a huge accelerant into E-Commerce and what it did there. And the emergence of Amazon and the role that plays in Amazon has changed the way we market as well, their platform, and the abilities of their advertising.

 

I think we’re game-changing and made everybody sort of stuck things up, and try and follow it and keep up with that pace. I think that they’re still pushing things in terms of commerce, but, the emergence of retail commerce and how people shop and how we can reach them as marketers, is the biggest area of change. With COVID and not having as many out-of-home experiences, it’s just really accelerated what’s happening digital-wise. So I would say that’s been the biggest area of change for sure.

 

Over his 7 years international career in the digital advertising industry, Laury has helped more than 100 different brands grow and succeed online. He has worked across a variety of well-known clients like Unilever, Flight Centre, Goodyear, SurfStitch, and more.

 

A combination of deep analysis of data, a growth hacking mindset and enthusiasm to win is what brings success to Laury and his clients.

To be released soon.

Asmaa Fenniri has 18 years of professional experience with a successful track record in

Digital Marketing and Digital Transformation Projects across competitive industries such as Airline Industry, Telecoms, Financial Services and Education. Asmaâ is a business-oriented and data driven marketer combining strategy and operational execution. She has executed various roles in digital marketing, from branding to sales and from innovation to change management to infuse digital mindsets within organizations and collaborate closely with the local digital ecosystem. Asmaâ is a board member of “La French Tech Maroc” that aims to foster collaboration within the digital ecosystem in Morocco by building bridges between start-up founders, investors and other community builders to achieve rapid growth and scale. Currently, at Honoris United Universities, she is leading Digital Marketing across the pan-African network of private higher education institutions and participates in the digitalization roadmap at the Group level.

 

Asmaa holds a Telecommunications Engineering Master’s degree from INSA Lyon, France.

It has changed quite a lot. Five years is a long time. I do think that these last five years, we have seen much more sophisticated digital marketing strategies. And this is because there are a lot of tools now available. There are a lot of audience outlets, channels, and, big data,  data volume has critically increased. We need to keep pace with all these trends and evolution. The way I see it is really, how to make the most of all the data available. And also, with AI machine learning, coming into the playground, we need to understand perfectly what good things algorithms can bring to us in our digital marketing strategy. I think it’s something that has already started over these past few years. We are still at the beginning of it. We still need to try to understand perfectly, what we can do with all these algorithms and machine learning in terms of budget, split decision, or better funnel management, or how to deliver hyper segmented marketing campaigns. But the great thing is, I see it really, as a way to remain relevant to our customers, how to stand out of the crowd is difficult for us nowadays because there is a lot of content created in the social channels in digital, etc. So if you want to be noticed by your customers, and to work on your awareness, you really need to be relevant to your message. And this is where data is helpful.