Next up in our speaker insights series is Beth James Head Of Brand and Culture at Delivery Hero, Beth will be taking a session on “The Role Of Brand Building In The Digital Environment” at our Benelux Digital Enterprise Festival at the NEMO Science Museum Amsterdam next Friday 23rd March.
This event is FREE to attend for senior-level executives (CDO, CMO, CIO, Heads Of Digital etc) of Enterprise brands click the link to check if you qualify for a complimentary pass TICKETS
Over to you Beth…
A Day in the Life with Beth James, Head of Brand and Culture, Delivery Hero
Can you tell us a bit about Delivery Hero?
Delivery Hero is the leading global online food ordering and delivery marketplace – we are present in more than 40 countries across 5 continents. I work for hungryhouse (the brand that operates in the UK).
As Head of Brand & Culture what does that mean for you on a day-to basis?
I split my time between leading brand activities and running our internal ‘People & Culture’ program. This program includes many exciting internal, staff-focused initiatives and is dedicated to building a sustainable company culture, one that drives the motivation and connection of our employees. In addition, I work on the strategic development of the hungryhouse brand which includes market research, creative & campaign planning and production.
What brought you here? Was it your initial career path of choice?
I started my career in the fashion industry, working at a label and later a magazine. I found that during my time in the industry I was more fascinated with what the marketers or PR managers were doing so at one point I decided to study advertising/marketing, and make the move in to the industry.
What is the best and worst part of the day for you?
Best – team meetings, planning productions together, brainstorming and collaborating. I love working with people.
Worst – Emails. I drown in emails on a daily basis.
What makes you passionate about the world of digital and technology?
The potential to close the gap between consumers and brands, by utilising data & analysing customer insights in a more sophisticated way.
What song do you listening to the most?
Anything by TOPS.
What do you enjoy doing when you are not at work?
Studying mindfulness, practising meditation and spending time outdoors/in nature.
Digital has already taken us on a significant journey both in business and in our personal lives. What big things do you think we should be looking out for in 2018?
Better customisation opportunities. We’re likely to see improved marketing automation software that helps us personalise content to a very granular level.
And how about looking ahead to 10 years time?
It’s all about AI. This is ultimately the future of digital enterprise. In marketing, we’re bound to see the growth of analytics tools that find patterns at a pace and scale humans that can’t match.
You are going to be speaking at our next Digital Enterprise event in Amsterdam. There you will talk about building a brand in a digital environment making. Can you tell us a little more about that (without giving too much away of course)?
I will go back to the roots of branding and discuss the core reason why it pays to invest in brand-building, particularly in this day and age. I will also explore ways that brands can be more empathetic to the needs & desire of their customer, and give strategies for identifying your brand truth.
Do you think digital is a help or a hindrance to brand building in today’s environment?
It can be both. Digital helps us reach more customers, faster and with less resource/effort. It provides brands with new and valuable audiences. It can be used to influence and persuade people to try, stick to or buy from a brand. But it can also hinder the growth of a brand, simply because of all the clutter and noise that is already out there. Because of the breadth of digital technology and the myriad forms of communication there are these days, it can be harder for a brand to cut through / stand out than ever before.
What is the best piece of advice you could give to any organisation trying to build their brand through digital means?
Get to know your customer. Analyse the data and find key insights that you can tap in to and build a story around. If you show a customer you understand them, in a format they relate to – you have a much better chance of winning them over.
Thanks for your time Beth!
Beth will be joining us to speak at the Digital Enterprise Festival on 23 March at the Nemo Science Museum, Amsterdam. To find our more and who else will be taking centre stage, take a look at the conference agenda and book your tickets www.digitalenterprisefest.com/benelux