How To Make It In Marketing #15: PUMA Group / Roy Wentzel / Head of Ecommerce Middle East (Interim)
How To Make It In Marketing #15: PUMA Group / Roy Wentzel / Head of Ecommerce Middle East (Interim)
From building Ecommerce platforms for hipster shops in London to leading DTC Ecommerce around the world for the PUMA Group, Roy has developed a keen understanding of how to drive value while creating unique customer journeys.
To make it in marketing and juggle pressure and overwhelm, his top tip is to prioritise ruthlessly.
Everything is a priority until you actually look at what needs to be done.
When all the apps and comms get too much, Roy switches it all off and goes back to "old school" pen and paper to make a list and truly prioritise. If you don't set tasks aside and continually chase after everything at one, you'll continue to spin and overwhelm yourself. That's why you always need a sliding scale of priorities.
Look at data driven attribution of your return on ad spend.
Don't just make spending decisions based on your customers' first clicks. It takes 7-13 interactions online for customers to reach your website and you need to really understand how your ad spend is used before making any specific decisions. Find out exactly what's driving your marketing.
Embrace headless Ecommerce.
Roy's Shiny New Object breaks with traditional Ecommerce and separates the consumer front end from the back end. Moving to headless Ecommerce allows brands extreme flexibility, a completely unique customer journey and new optimisations based on AI.
Find out more about headless Ecommerce and Roy's top tips by listening to the podcast here.
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