Talking Omnichannel Performance Marketing with the CPG Guys

Had the pleasure of answering the below questions from the CPG Guys, full podcast link below.

1) Imteaz, would you walk us through your career progression at Reckitt from territory sales to your role today in performance marketing and highlight some of the pivotal points where you saw transformation starting to accelerate in the omnichannel world?
2) You mentioned that you were an early pioneer in the area of eCommerce, starting back in Australia 8 years ago. You probably have some strong opinions on how consumer goods organizations need to prepare themselves for this digital transformation. What are some of the key enablers you think companies should be leveraging to successfully accelerate this transformation?
3) On the CPG Guys, we have often said the DTC is a non-negotiable imperative fore scaled consumer brands. What are your thoughts on this and what were the capabilities that you needed to have in place to execute a successful DTC strategy? 
4) How did you set about establishing digital marketing & workflow automation for DTC? And how did you go about recruiting talent for the BU? Was it in-house, outside, agency? What are the building blocks here?
5) In your new role in omnichannel performance marketing you seek to drive holistic success for infant nutrition. How do you align measurement principles in brick & mortar vs. eCommerce? What are your core operating principles in this respect?
6) Retail Media has become a considerable component of the marketing mix for consumer goods companies looking to win search. Is this a centralized activity at Reckitt or do the trade teams lead this charge? What are the guiding principles you use is investing against retail media?
7) 1st party data can enable a deeper relationship with your consumers. How does 1P data play into your performance marketing efforts at Reckitt and are you sourcing it from beyond your DTC channel?
8) Are there any emerging trends in digital & eCommerce beyond what we have discussed today that are of particular interest to you and that you recommend our audience follow? What intrigues you about them?

Culture you can’t compete with

Having worked with high performing teams both in the corporate and startup space, the below is a collection of mantras that made the unbelievable happen.

In our world, only possibilities exist. 

We don’t ask for permission. We for ask for guidance. 

We love risk.

We hate those who are indecisive & make us slow. They are impediments to our collective success.

We are determined. Focused but fair.

Greed tempts us. But we take the better road, as we are in this for the long game. 

We support those who deserve the opportunity, not just those who are born with it.

We love those who “bring it” day in, day out. We believe 90% of success is showing up.

We push. Sometimes too hard.

We make you uncomfortable. More than you have ever been in your life. 

We are the fun side of scary.

We love the rush of achievement – pushing harder and faster than anyone could have ever thought possible. 

We make the most of everything we have. We hate waste. 

We dream of a better future for all peoples and things, and how we will make it happen. 

We create a better world by fixing the problems that are worth fixing.

We won’t let the status quo stop us.

We don’t stop. 

We fight the good fight. 

Our glory is delivery. 

Need help commercialising your startup or just curious about corporate innovation? Feel free to connect via LinkedInTwitterFacebook or via my blog; imteaz.com.

Thank you for reading my post. I regularly write about productivity hacks, people management, digital & data. If you would like to read my regular posts, please click ‘Follow’. Here are some other recent articles I have written:

About: Imteaz Ahamed works in the digital space for RB. At the tender age of 6, in the early 90’s his father bought him a 386 PC for $3000, the best investment he could’ve ever made for his son. Imteaz also mentors early stage startups & entrepreneurs from all over the world and is avid fan of hackathons. He is also a StartupBus Mentor and Alumni – the most intense 72 hour startup hackathon in the world. 

Trillion Dollar Coach – Book Summary

Book Summary: Trillion Dollar Coach

By Eric Schmidt, Jonathan Rosenberg & Alan Eagle

Bill Campbell.

He’s responsible for some of Silicon Valley’s biggest wins. He coached some of the world’s most important CEOs; Apple and Google wouldn’t be what they are without him. Campbell was the silent weapon in the arsenal of companies that have revolutionised the world–and he did it all for free.

Yes, you read that right.

Campbell spent the latter part of his life helping CEOs grow trillion dollar companies and wanted nothing in return.

Bill took “No stock, no cash and no bullshit” – if you wanted him to coach you and/or your team. He honestly and genuinely cared for the people around him and simply wanted to do right by them. Campbell coached both the Apple and Google boards at a time when both companies were fighting legal battles with each other. He’d built such a level of trust and integrity that no one in either company thought this was a conflict. Let that sink in for a moment.

He was the Trillion Dollar Coach and he may just be one of the most inspiring people you’ll ever read about.

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The book is an amazingly easy and digestible read, with great actionable advice readers could start implementing immediately. Written by Google CEO’s Eric Schmidt, the book is a fascinating anecdotal account of the impact that Bill Campbell had on the companies he coached. The book is brimming with stories that will make you laugh, reflect, think hard and most importantly, change the way you approach your life and work. At the end of each chapter, there is a concise summary where the key insights & habits of Bill are outlined for readers to action. 

Key advice from the book: 

  1. Start with Trip Reports: to build rapport and better relationships among team members, start team meetings with trip reports, or other types of more personal, non-business topics
  2. 5 words on a whiteboard: Have structure for 1:1s, and take the time to prepare for them, as they are the best way to help people be more effective and to grow. Prior to your team member coming into the room, write down 5 words that summarise what you need to discuss.
  3. Manage the aberrant genius: when you have a high performing but difficult team member – tolerate and even protect them, as long as their behaviour isn’t unethical or abusive and their value outweighs the toll their behaviour takes on management, colleges and teams.
  4. Only coach the coachable: the traits that make a person coachable include honesty and humility, the willingness to preserver and work hard, and a constant openness to learning. If someone is no longer coachable, they are not worth your time. 
  5. Practice free form listening: Listen to people with full and undivided attention – don’t think ahead to what you’re going to say next and ask questions to get to real issue. Make people feel that they are the only person in the world you’re listening to. 
  6. Be the evangelist for courage: believe in people more than they believe in themselves, and push them to be more courageous. Vocalise this when they seem nervous and unsure of themselves. 
  7. Full identity front and centre: people are most effective when they can be completely themselves and bring their full identity to work. If you know someone is faking it to “fit in”, take them aside and privately tell them they shouldn’t have to.
  8. Work the team and then the problem: when faced with a problem or opportunity, the first step is to ensure the right team in place and working on it and not the other way around.
  9. The percussive clap: cheer demonstrably for people and their successes, and ensure the rest of your team does this as well. 
  10. Always build communities: build communities inside and outside work. A place is much stronger when people are connected.  

Need help commercialising your startup or just curious about corporate innovation? Feel free to connect with me via LinkedInTwitterFacebook or via my blog; imteaz.com.

Thank you for reading my post. I regularly write about productivity hacks, people management, digital & data. If you would like to read my regular posts, please click ‘Follow’. Here are some other recent articles I have written:

About: Imteaz Ahamed works in the digital space for RB. In the early 90’s at the tender age of 6, his father bought him a 386 PC for $3000, the best investment he could’ve ever made for his son. Imteaz also mentors early stage startups & entrepreneurs from all over the world and is avid fan of hackathons. He is also a StartupBus Mentor and Alumni – the most intense 72 hour startup hackathon in the world.

Meet Amy, my AI personal assistant

Colleague: “Who’s Amy? And since when did you have a PA?”

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Meet Amy – she’s my AI powered meeting scheduling ninja who I simply CC on email every time I need a meeting scheduled. Let me demonstrate her magic:

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Amy, who already has access to all my work (Office365) and personal (Google Suite) calendars & my contact details, reaches out to Sam with available slots in my calendar:

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Sam then responds to Amy with:

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Amy Responds:

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Sam responds and confirm the time:

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Amy then proceeds to put in the call as a meeting in both of our calendars:

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Amy also acknowledges Sam’s confirmation of the meeting.

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As per the above example, using Amy is a breeze. She saves me on average 4-5 emails per meeting, specifically with external people where I don’t have calendar visibility.

Pro’s: so simple and easy to use.

Con’s: I’ve been using her for over a year now. Initially she was a bit patchy, but she’s significantly improved since launch.

Pricing: there are four tiers of pricing with Amy, ranging from a free account to schedule up to 5 meetings/month all the way to enterprise level plan where you can give her own individual company account.

Thank you for reading my post. I regularly write about productivity hacks, people management, digital & data. If you would like to read my regular posts, please click ‘Follow’ and feel free to also connect via Twitter & Facebook. Here are some other recent articles I have written:

About: Imteaz Ahamed works in the digital space for RB. At the tender age of 6, in the early 90’s his father bought him a 386 PC for $3000, the best investment he could’ve ever made for his son. Imteaz also mentors early stage startups & entrepreneurs from all over the world and is avid fan of hackathons. He is also a StartupBus Conductor and Alumni – the most intense 72 hour startup hackathon in the world.