Episode #148. The technical skill in this episode is brand purpose, providing marketers with the clarity on why their brand exists internally and externally, motivation for the whole organisation to get behind and creating a north star to focus on – whether that’s strategic or tactical choices or how to bring this to life.
Joining Abby is her guest Helen Jeremiah, Global Vice President for Croda, a company that makes specialised ingredients for beauty, personal care, and home care products. Having previously worked at Boots and Walgreen’s Alliance Group, Helen is an experienced marketing leader who has worked across multiple disciplines including marketing, customer strategy, global marketing, global brand marketing, product development, insight and inclusivity.
In this episode, Helen shares her definition of brand purpose and its significance beyond profit, authenticity, the importance of internal engagement, and agency partnerships to bring to life.
Plus, her career highs and lows and advice for marketers of tomorrow.
