Interview with Belinda Elliott, Head of Marketing ANZ at Newell Brands

I have been working in the consumer products industry for over 10 years across FMCG, Hardware and B2B. In my current role I lead the Newell Brands Trade Marketing and Brand Activation teams in ANZ across 6 diverse business units including, Writing, Fine Writing, Baby, Consumer & Commercial Cleaning, Home Fragrance and Beverage. Operating across a wide assortment of market leading brands and customers, provides me with great variety and depending on the day I can go from talking about Back to School programs, latest trends in pram fabrics or efficacy requirements of hospitals surgical departments.

1) What do you feel are the biggest challenges marketing leaders are currently faced with within their business?
Highly fragmented consumer bases and competitive environments where consumers are aligning themselves with brands that have a strong connection to their values.

2) As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?
Being too slow to react. Large corporations are not as nimble to react to the constant change in consumer behaviour and whilst we have all the insights to back the decisions, being able to react quickly and change tact to suit your target audience will ultimately drive the best results.

3) What are the latest trends and behaviours you predict will be surfacing on the market over the coming 12 months?
Higher penetration of ecommerce within Australian market. Consumers will continue to migrate to online purchasing and should expect to see our big retailers start to step up their level of sophistication of their platforms to attract and capture share of this.

4) What is the best piece of advice you have received within your job over the years?
Learn how to operate in the grey. Business isn’t all black and white and often we have to make judgement calls or work in an environment that might not be all together clear. Learning how to manage these situations, use the resources you have, to make the best decision and own your mistakes if it doesn’t work out is important development for anyone in a complex and changing environment.

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http://ohsleaders.com.au/

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http://ohsleaders.com.au/

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