272: Seeing the Whole Picture of a Marketing Transformation with Philips's Lorraine Barber-Miller

Lorraine Barber-Miller is the Chief Marketing & E-Commerce Officer at Philips, a 130-year-old company in the middle of a large marketing transformation.

In this episode, Lorraine and Alan discuss what makes Philips unique and her background at IBM and ADP before she joined Philips. They also discuss the B2B and B2C complexities of Philips as a business and the global marketing transformation she's leading.

Lorraine says, “We are transforming the function at Philips to build world-class capabilities to position Philips as the leading health tech partner to our customers and consumers.” Both marketing and e-commerce play a large role in making this positioning a reality, and they do it by executing five strategic priorities: strengthening and protecting their brand leadership, focusing on customer-centricity, meeting the customer where and how they want to be engaged, leading with data-driven marketing, and recruiting and retaining top talent.

Listen to the full conversation to hear how each of these factors influence the transformation.

In this episode, you'll learn:

The complexity of having both B2B and B2C businessWhat it means to transform to digital-firstThe importance of individual contribution

Key Highlights:

[01:19] Living on a man-made island in Dubai[02:06] Lorraine's career motivations[05:25] Joining Philips during the pandemic[07:37] Navigating both B2B and B2C business[09:45] Driving a marketing transformation[15:05] Engaging a 3,000 member team [16:34] Where e-commerce fits into the transformation process[20:15] Consolidation agency relationships worldwide[22:22] Lorraine's advice for marketers leading a transformation journey[27:05] Stepping back and seeing the whole picture[29:25] A moment that defines Lorraine, made her who she is today[30:21] Lorraine's advice to her younger self [31:18] What marketers should be learning more about[33:13] The brands and organizations Lorraine follows[34:00] The biggest threat and opportunity for marketers today

Resources Mentioned: 

Lorraine Barber-MillerPhilipsPrevious roles at IBM and ADPBusiness Transformation at Philips (Financial Times)Philips picks Omnicom Group to consolidate agency relationships (The Drum)When More is Not Better, Roger Martin (Book)Raja Rajamannar on Marketing Today discussing his new book

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