Successfully driving digital change comes down to providing data-driven evidence, developing great agency partnerships, and creating a shared ambition with both senior people and peers according to Reckitt Benckiser’s (RB) global director of design, user & brand experience, Stephanie Verschoor.
Speaking at the Festival of Marketing this week, she discussed the sometimes “challenging” journey she has had driving digital transformation at the FMCG giant.
Vershoor has been at the company for 10 years and is responsible for design vision, brand and product experience, visual appearance and market proposition for RB’s brands including Dettol, Veet and Nurofen. She has been driving a more digital strategy but said it has been a difficult process to convince those inside RB to focus less on offline and more on digital brand experience.
She explained: “When people are good at what they do they are less keen to change. We were stuck in the traditional touchpoints – packing, product experience, in-store – and we knew that as a team if we wanted to drive growth and value we couldn’t stay there.
“Brand experience is internal and external and you…