For Donna, inspiring innovation with her clients lies at the heart of everything she does, and for an independent consultant who is passionate about driving growth, delivering results-driven marketing strategy and building effective brands that demonstrate strong brand longevity – throughout market fluctuations and disruptive economies, innovation very quickly becomes the critical tool for change. As a vetted member of our independent consultant community, Donna shares her insight on a rapidly changing world and what this means for businesses today.
AMEX to Colgate to TalkTalk
An MBA in Marketing from the New York University and a degree in International Relations from the University of California set Donna on a strong path upon which she has built a successful career in strategic marketing, entrepreneurship and customer delivery.
“Although I have a solid foundation in the FMCG space, including Retail, Financial Services and Telecoms, I don’t really consider myself to be specific to any single industry. When you look at the macro level of what’s going on across industry, there are lots of things taking place which are similar,” she tells me. And Donna has certainly thrown her successful hands into several different pots and delivered both short and long-term results for the clients and organisations she’s worked with. From 9 years working with Colgate Palmolive to serving as the Vice President of Marketing for American Express in London, Donna’s expertise has been demonstrated through her ability to optimise customer journeys, designing impactful brand architecture and tool-kits and develop demand generation strategies that deliver results.
Keeping up with the Pace of Change
But look at the state of the economy, and Donna shares her thoughts on why organisations are struggling to keep up. “The pace of change has accelerated. We all know that change is happening, but the pace is speeding up. Which means that companies who have not yet started to embrace change, and get their own houses in order, are now falling behind very very quickly, while the others overtake them, and outrun them. For the Telecoms industry specifically, they are up against some huge challenges. Many businesses see themselves focussed on delivering exceptional customer success through efficient operational cycles, that they are often find themselves stretched to dedicate time and resource to think about the long-term. Many, however, are becoming more efficient. They probably have the right answers, but getting everything aligned towards a single organisational strategy, is proving problematic,” she says. “The trouble is that because they’re so focussed on the operational – they are not spending nearly enough time on the innovation cycle. It’s simple – many have realised too late that they don’t have the innovation answers they’re looking for – and are starting to realise that their only source of help is from the outside. They are now becoming dependent on teams who are able to dedicate their focus on creating, innovating and preparing for future trends. Some are building functions within their organisations, while others are finding outside talent like independent consultants, to help them with this core part of their long-term growth strategy,” she adds.
Wading into the data, mucking in, and pulling out what’s relevant
“The big challenge to many businesses at the moment, and as we go into 2018, will be how to draw out their core stories from their masses and masses of data. Understanding their truth and being able to discard the noise will be what most of them need to learn to do. For many organisations – they may have even already engaged with experts to perform research studies and delve into the data – but many have been left with a single question looming: ‘What does that mean to us?’. In a drive to understand and grow, focus on identifying the data story will become more integral into business activity,” she shares.
Why work with Donna?
Donna is not afraid of hard work. Throughout her career she has successfully having launched start-up retail company with physical and online shops, she has managed £100M+ brands and multi-million pound budgets in large multi-nationals and has managed strong teams, across business function and across geographies. She is a strategic thinker with an innovative spirit.
For your opportunity to work with someone like Donna, get in touch with your Talmix representative today.
About the Author
Katy is an independent marketing consultant and founded Fresh Brew Marketing out of her love for the cuppa. A seasoned marketer, Katy writes for several global publications and provides outsourced marketing services to businesses throughout the UK. She is a keen geocacher and rates running around in city centres dressed in Christmas lights as one of her most successful Social Media campaigns to date.More Content by Katy Roberts