Focus On

With this year’s CX Marketing Summit just a few weeks away, we’ve decided to sit down with some of our world class industry speakers for a “Speaker in the Spotlight” interview to hear more about their role, responsibilities and what they are most looking forward to about the event. Today we are joined by Kasia Bigda, Marketing & Communications Director at Mr Lee’s Pure Foods Co. 

Can you provide us with an insight into a ‘day in the life’ of your role?

Majority of my days consist of managing ongoing projects to build up Mr Lee’s presence online and offline in the 3 countries we are selling in. This includes planning marketing activities for different products, channels and territories (depending on the needs eg. ecom, digital marketing, outdoor, PR etc), looking for new opportunities to grow the brand, providing internal and external communications, addressing any incoming PR calls and pitching press, managing our agencies, supporting other teams eg. Sales and NPD, and of course attending internal meetings / calls with Mr Lee’s team in HQ, USA and Australia.

Often I need to put my head down and focus on planning and managing global marketing budget, analysing analytics data to react to any anomalies in traffic or conversions and track performance of our campaigns, looking for ways to improve our website eg. reviewing the site from the SEO and user point of view.

It is all good fun and is extremely rewarding to see the results!

How has Covid affected your marketing strategies?

Covid has completely changed the marketing strategy we have planned for Mr Lee’s. Previously the focus was mostly on encouraging people to find and buy our products in supermarkets or airlines via a variety of online and offline activities, often at the point of purchase.

Overnight we needed to shift all our efforts to focus solely on online channels and to transform our website into a fully functioning ecommerce store able to fulfill the demand created by panic buying on 3 continents incl. marketing, stock levels, linking up fulfillment and accounting systems (which varied country by country)! The team has done an amazing job and we were able to make it up and running right on time.

Budgets allocated to any outdoor campaigns, sampling and events, were redirected to push sales via online channels eg. social media and digital ads, and any ongoing in-store promotions had to be reviewed.

What do you think the future will look like for CX?

Since the 1st lockdown it was more prominent to us that there are more people shopping online who weren’t used to do it before but were pushed to, so they could provide themselves with essentials eg. groceries. The way they use internet (or the tech they may have available eg. older mobile phones and web browsers) may be different from how the majority of our customers have and how they behave, as they are used to funnels and processes in the purchasing journey. It was never more important to provide a simple, intuitional and accessible user journey and immersive cross-platform experience.

We’re very excited about hear your thoughts and opinions during your presentation! Any chance we can get a sneak peek about what you will be specifically discussing?

Many startups and scaleup businesses need to grow their marketing on the shoe-string budget. Many have big ambitions but due to the lack of funds or resources they are limited in what they can implement. I wanted to share our journey at Mr Lee’s and provide some insight on how we made it work.

What are you most looking forward to about the event?

I am very excited to attend and learn from other speakers. Conferences like these provide a great amount of condensed knowledge and new perspectives which I can’t wait to apply at Mr Lee’s!

If you would like to try Mr Lee’s, here is a little help! Get 10% off Mr Lee’s on with the code CX10!

Kasia will be taking part in an exclusive fireside chat at 12:35pm on Thursday 14th October – you can register your FREE ticket to the event and catch Kasia’s discussion live here

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