Focus On

With this year’s Future of Martech Conference just a few days 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 Mike Borrelli, Senior Product Owner – Global Platforms Marketing Activation at Henkel…

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

In my role as overall Global Lead for our Marketing Technology platforms, I support 11 Business Units, located across multiple time zones, to support over 65 countries that cover 800 industries. At such my day usually starts with a little planning session for the day, followed by a daily stand up with my immediate team, followed by any priority meeting (I tend to keep my first hour of the day free – to catch up on any urgent topic) followed by several calls throughout the day to cover Asia, Europe and US mainly. As I have onboarded in early January I haven’t had the opportunity to meet any of my colleagues face to face however I always like to spend a bit of time discussing about non work related items to get to know them better.

2. How has Covid affected your marketing strategies?

Like for most companies Covid has brought loads of uncertainty however we are quite lucky that our company has obtained some great results both in the B2C and B2B space. One of the key strategy that we have to quickly realign has been around f-2-f meetings and live in person events in favour of virtual meetings and online events. Whilst the demand is still quite strong, some of the key processing in the sales cycles also had to be realigned. For us is more important than ever a clear view of our customers across both online and offline channels.

3. What do you think the future will look like for marketing and technology?

The future trends, which I will also cover during my presentation, will be around strengthening the bases around ABM, conversational Marketing, Personalisation and further experimentation with AI. I also see outside of our industry a very strong Privacy drive and location based Marketing approach.

4. We’re very excited about hearing your case study! Any chance we can get a sneak peek about what you will be specifically focusing on?

Sure. I will be talking about our specific company challenges which however also effect other industries such as platform integrations, data management and some workaround we have put in place to slowly move out of our  legacy environment.

5. What are you most looking forward to about the event?

Looking forward to get to know new faces and to network with other speakers and participants to also learn any new tricks around what’s Martech innovation is bringing to other industries.

Mike will be presenting an exclusive case study at the Future of Martech conference on Thursday 24th June at 4:30pm – you can register your FREE ticket to the event and catch Mike’s discussion live here

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