My Best Marketing Tips #37: GSK / Jerry Daykin / Senior Media Director
My Best Marketing Tips #37: GSK / Jerry Daykin / Senior Media Director
As the Senior Media Director for EMEA and LatAm at GSK, Jerry Daykin not only manages the marketing for brands such as Sensodyne and Voltarol around the world, he also works with teams from many different backgrounds and locations. He strives to get them all to communicate and learn from each other, while driving change in the marketing industry under the banners he believes in.
One of Jerry’s big interests is diversity and inclusion, for which he pushes in each organisation he has worked in. With a career spanning Cadbury, Mondelēz, Carat, and Diageo, Jerry’s experience covers client and agency side, which makes him appreciate working with partners to be more efficient and productive.
What would be your best marketing tip?
Think about your internal sales pitch, too.
How have you put this marketing tip to good use?
No one likes to say they’re selling, but in reality, as marketers, we have to sell all the time. Yes, on the one hand, we’re trying to make money for our clients and sell the products outwardly. But we also have to get internal teams on board, and pitch our ideas and our projects internally in our own organisation. So I’m always considering how to put myself in my team’s shoes: what does my boss want, what do my colleagues want? Why would they say no to whatever I’m proposing?
Then, you can more easily persuade people to do the things you think they should be doing.
What marketing tips does the industry need most right now?
Transformation, and digital transformation in particular, works on the basis of 6 Ps in my opinion: people, partners, processes, passion and promotion, pilots and performance.
We need to motivate our people, get them to talk to each other and stoke the fire everyone has to drive change. We need to work with partners to be efficient and pragmatic. We need to support improved processes and create clear blueprints which make our organisations more productive.
Then, there’s passion and promotion. Promotion is one of the “original” 4 Ps of marketing: you need to promote your client’s products, but you also need to promote your ideas and your projects in your own organisation. And all this has to be done with passion.
Also, pilots: we need to try and learn from our testing, to improve our products and campaigns.
Finally, performance is all about how we measure the impact of our work. We need to prove that the transformation we drive is good for business.
Listen to Jerry talk about his new behaviours, his top marketing tips and driving digital transformation, on the latest episode of our Shiny New Object podcast: https://open.spotify.com/episode/1e0pH4XZMd6LhOe6ixnNJf
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