Episode 73 - Great Marketing Is Always A Fantastic Balance Between The Art And The Science with Ollie Shayer, Omni-Media Director at Boots UK

Time For A Reset Marketing Podcast: Insights from Global Brand Marketers

"Marketing is definitely an art and a science. There's an element of creativity and coming up with ideas and concepts, but the science part is essential. The science is about understanding your data and your customers and then using those insights to craft your creative process and deliver the right message to the right customer at the right time." Ollie Shayer, Omni-Media Director at Boots UK.

In this episode of Time For a Reset Marketing Podcast: Insights from Global Marketers, brought to you by CvE Consultancy, host Paul Frampton connects with Ollie Shayer, Omni-Media Director at Boots, the 175-year-old UK health and beauty retailer and pharmacy chain. Join them as they discuss the fascinating role of an Omnichannel Media Director and how they balance art and science in marketing. Explore the impact of technology, data-driven strategies, and AI on the industry while gaining valuable insights into creating personalised experiences, the role of data in product marketing, and the responsibility of companies like Boots in safeguarding their customers’ data to maintain their customer trust.

Here are some key talking points from the episode:

• Introduction and Role of an Omnichannel Media Director
• Balancing Art and Science in Marketing
• Ollie’s view on how companies should incorporate AI and GenAI to their marketing efforts
• The importance of a test and learn mindset when it comes to learning new technologies
• Responsible Use of Data and Customer Trust
• Relationship Between Marketing and Technology
• Implementing New Technology and Finding Trusted Advisors

Listen to this captivating conversation between Paul Frampton and Ollie Shayer. It provides advice for future CMOs and a glimpse into the evolving retail industry.

As the Omni-Media Director at Boots UK, Ollie Shayer brings over 20 years of expertise in the media industry, spanning FMCG, retail, and e-commerce across Europe, the US, LATAM, and APAC regions. At Boots, Ollie is at the forefront of driving a consumer-centric, omnichannel media agenda, overseeing both the consumer media strategy and the retail media group.

Ollie is recognised as a thought leader in the industry, a sought-after keynote speaker, and a presenter at prestigious global events. The industry has recognised his work, and his accolades include being named New Digital Age Brand Hero 2023, the PMW Power 100 in 2023 and 2024, and Campaign’s 40 Under 40 award in 2024. He is also a member of Future 100 Media Club.

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