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383: How to Drive Transformation and Use Data Wisely with Brigitte King, Chief Digital Officer at Colgate-Palmolive

383: How to Drive Transformation and Use Data Wisely with Brigitte King, Chief Digital Officer at Colgate-Palmolive

Brigitte King moved around a lot when she was young, and she credits this global, multicultural upbringing for the broad worldview and unique perspective that has served her throughout her career. She was traditionally trained in marketing and packaged goods early on but eventually pivoted to digital when it was first emerging. Over the years, she has learned how to utilize digital while leveraging her roots by keeping brand growth top of mind.

Brigitte began her career at L’Oreal, where she spent 13 years progressing through increasingly senior roles, including Vice President, Deputy General Manager, and Chief Consumer Officer for the United States and Americas region. After L’Oreal, she went on to be the Vice President of Marketing for Kao Brands, then Chief Consumer Officer for Calvin Klein, and Executive Vice President for North American Digital Operations for the parent company, PVH Corp. In 2020, Brigitte joined Colgate as their Chief Digital Officer and now leads the Global Digital Organization, which includes Digital Marketing, Digital Commerce, Media, Measurement, CRM, Digital Solutions, and Capabilities to accelerate Colgate’s digital transformation.

In this episode, Alan and Brigitte discuss what it means to drive digital transformation for a company with an extensive portfolio like Colgate-Palmolive, what type of data is important to the process and how that data is being collected and used, as well as the role a great team plays in the execution of an innovative, fully connected full-funnel marketing strategy. As a pioneer in digital marketing, Brigitte gives a first-hand account of how first-party data changed the game for marketers. Data will always be key in any transformation, and she urges us to consider what data is being collected, how it’s being collected, and what is being done with it in order to get the most out of what we have while remaining respectful of consumers. To this end, she outlines two principles she uses when thinking about data collection and gives practical advice to the people who are driving transformation when it comes to managing their time, their team, and their strategies. At the end of the day, declaring your digital ambition and finding alignment is how you move the needle. At Colgate-Palmolive, it is all in service to their mission of “Reimagining a healthier future for all people, their pets, and our planet.”

In this episode, you’ll learn:

  • The key ingredients for driving transformation
  • Two principles to avoid “land grabbing” in data collection
  • Practical advice for managing time, teams, and strategies

Key Highlights: 

  • [01:50] Born in Brazil and skiing in France
  • [03:10] PIVOT! From traditional to digital
  • [05:20] Businesses and brands in the Colgate-Palmolive portfolio
  • [06:30] Meeting consumers where they are in new ways
  • [08:20] The key ingredients for driving transformation
  • [10:10] Declaring your digital ambition and finding alignment
  • [11:50] Internal growth and external acknowledgments
  • [15:30] The type and usage of data needed for transformations
  • [17:00] No land-grabbing. Two principles to keep in mind with data collection
  • [18:10] Advice for people driving transformation
  • [22:10] All of your experiences make up who you are today.
  • [23:50] Advice to her younger self
  • [24:30] GenAI is the buzzword for a reason.
  • [25:30] Managing complexity and building your brand

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