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 Nora Zukauskaite, Global Marketing Director at Ciate London

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

I am an early bird. Regardless if I work from home or office, I am usually up before everyone else in my team. I really like having the first few hours just for myself. To organise my thoughts, my day or week and to review work that my team has compiled for me. Our HQ is based in London but we work across multiple markets, so when we sleep there are lots happening in LA or Australia so I usually get up to my inbox full of emails. It’s also the time when I do most of my own tasks and/or thinking because as soon as everyone is up I hardly get 5 minutes for myself.

The rest of the day is pretty standard – 7 or so hours I spent in (zoom) meetings, be it weekly inter-department updates, larger business updates, campaign/project reviews or catching up with my team to ensure they have my support and I am across all we are doing. I manage 3 brands globally so there is a lot happening constantly. If not on one brand/market, then surely on another.

Scope wise my main job is people management and then problem solving, crisis management, future proofing and aligning (making sure everyone is aware of what we are doing and why we are doing it).

How has Covid affected your marketing strategies?

Massively and predominantly in 3 ways:

  1. Truly adopting digital technology

From launch events to press desk sides/interviews. The transformation has been phenomenal! We can do so much more for so much less (time, resources etc.).

It’s concerning to see though that it took the industry something as radical as going through global pandemics to really adapt digital technology.

  1. Marketing Channel strategy

We swiftly had to shift and re-think our channel marketing strategy when it comes to new launches and campaigns we’ve planned to roll out. So digital first approach, adopting new and emerging social media platforms (e.g. TikTok, clubhouse etc.)

  1. Communication strategy

Making sure communication reflects what consumers are experiencing and seeing around. Also making sure that we focus on products that matter so if no one is going out, we do not talk about party makeup but rather give tips on how best to look on camera etc.

It also affected our new product launch strategy so launching products that are relevant e.g. at home nail art stickers with an insight that all nail salons are closed and consumers are not able to have their nails done.

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

I think it depends how far in the future we are talking about.

Digital communications and experience (now that we have tested their ability) will stay. We will be adapting a hybrid model so a combination of IRL and digital but we won’t go back to fully IRL as it was pre-covid.

The Metaverse world will definitely become more mainstream than it is now.

VR and AI also will be bringing more combined sensorial experience e.g. product/sample trials in-store etc.

I truly believe there are exciting times ahead!

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

I will be one of the panellist for What’s 2022 Going to Bring for Marketers?

So touching upon things we’ve learned in the last 18 months and how the year ahead is looking for us when it comes to CX. Also evolving trends for 2022 within the Beauty industry.

What are you most looking forward to about the event?

Cross industry learning. I love hearing how other brands and marketers adapt to change. What strategies have they seen working? What is it they are experimenting with?

We can learn so much from each other and hearing about other industries can spark creativity and new ideas!

Nora will be taking part in the exclusive panel discussion focusing on “The Future of Marketing – What’s 2022 Going to Bring for Marketers?” on Wednesday 13th October – you can register your FREE ticket to the event and catch Nora’s discussion live here

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