Friday, 29 Mar 2024

A day in the life of… Annika Bizon, Marketing and Omnichannel Director at Samsung UK & Ireland

A day in the life of… Annika Bizon, Marketing and Omnichannel Director at Samsung UK & Ireland


A day in the life of… Annika Bizon, Marketing and Omnichannel Director at Samsung UK & Ireland

Annika Bizon is Marketing and Omnichannel Director for Samsung UK and Ireland. We caught up with Annika to find out more about her role, which heads up a newly-combined marketing and omnichannel function, and the benefits this combination has brought. She also discusses how to create a truly great customer experience, and how Samsung meets customer expectations in an increasingly competitive market.

In my role as Marketing and Omnichannel Director, my team and I spend a lot of time talking to and about our customers, finding out their behaviours, purchase drivers and shopping habits. Through focus groups, consumer research and sales data, my team and I are able to analyse and understand who our customers are and what they need from us, which is crucial to the business.

The customer is at the heart of everything we do, and the consistency of this journey is a key part of my day-to-day role. Recent years have demonstrated that change is the only constant in life, and business leaders must be prepared to deal with it; by being agile in their planning, even more so in the current economic environment.

We are intentional in adapting and catering to our customers' evolving wants and needs, from the way we communicate with them in our channels and retail spaces, right through to our marketing. Through our partnerships, such as Disney+, our growing ecosystem of wearables, hearables, or our larger devices such as TVs and fridges, we are continuing to expand our Samsung ecosystem to ensure seamless integration with customers' lives.

It all comes down to the customer journey. Our mission is to ensure that at every interaction along that path - be it virtual or in-person - we provide a great experience that is rooted in seamless communication and a consistent tone of voice that is true to what Samsung stands for.

To achieve that, I combined our Marketing and Omnichannel functions - because, for a seamless experience, you need a seamless team. Now the benefits are clear. With every product launch, our goal is to reach the next level in performance, and our unified marketing channels and campaigns are achieving just that - by delivering best-in-class activity across all touchpoints including online retail, call centres and marketing. This allows us to be responsive in a rapidly changing marketplace.

It is also crucial to start the consumer journey with the customer, not the product. Central to this is always thinking about new ways to talk to consumers and the most important element of this is making sure we are authentic in how we do that. As a team, by uniting our marketing and omnichannel teams into one function, we have been able to do just that, placing the consumer right at the centre of all our conversations.

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