Retail – Cosmetics
The imperative for change
- 20 brands across six regions and 150 countries with a diverse global presence.
- Decentralized model with disparate technologies and manual marketing processes didn’t allow for agility or a coordinated effort to capitalize on significant market moments.
- Limited visibility across brands and regions.
- Lack of capability to effectively scale solutions.
The transformative solution
- Defined a vision for personalized customer marketing and created top-down opportunity sizing to get the organization excited about the program.
- Set up four cross-functional pods to operate with new agile marketing processes and test personalization use cases in-market.
- Aligned multi-year value capture plan with sprint-level planning and targets.
- Set up customer marketing data testing environment to enable pod teams to generate insights on-demand and measure the impact of use cases.
The business impact
- Roughly $250 million projected cost savings as a result of efficiencies brought on by new systems, processes and platforms.
- Approximately 15% revenue growth is projected as a result of a new consumer centric marketing approach.
- 80-plus initiatives as part of a 2.5-year MarTech Transformation roadmap.
- 100% buy-in of the singular vision and united purpose across the leadership team for digital transformation.
Growth Vision
- Increases Customer penetration
- Continues building niche offering
- Operational Efficiency to expand new products and services
