My Best Marketing Tips #35: Unilever / Seb Bardin / Head of eCommerce Marketing
My Best Marketing Tips #35: Unilever / Seb Bardin / Head of eCommerce Marketing
As the Head of eCommerce Marketing at Unilever, Seb Bardin focuses on incorporating innovation without sacrificing objective key results. Rather than falling into the trap of “nitty gritty KPIs,” Seb advises that we should hone in on the one or two key outcomes from any new campaign.
Seb says “no” to new marketing gimmicks unless they have been proven to work or are directly linked to his business objectives. This means that chasing shiny new things is only allocated 5% of effort, while the bulk of the work in his team is focused and objective.
What would be your best marketing tip?
Always come back to think about the bigger picture.
How have you put this marketing tip to good use?
When I talk about the bigger picture, I mean how to focus efforts, choose the right partners, create the right campaigns. If you keep sight of those objectives, you will follow objective key results (OKRs) – the one or two outcomes you want from a campaign or initiative, rather than lots of KPIs that dilute your attention.
What marketing tips does the industry need most right now?
Everyone, from individuals to small businesses to the larger organisations, is discovering the benefits of D2C – direct to consumer. Rather than spend money and effort on selling products on big platforms, using D2C as a channel can allow you to experiment and test new products, and it also offers you the opportunity to put something unique in front of consumers.
What is the marketing tip you give most often?
Say “no” to gimmicks and don’t get lost in all the KPIs. Only use new technology as an enabler to help you get to the bigger picture.
Listen to Seb talk about learning to say no, his top marketing advice, and his views on the future of D2C, on the latest episode of our Shiny New Object podcast: https://open.spotify.com/episode/68wDCpI4cBHesV35FmUOJV
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