Henkel Consumer Brands’ VP of Marketing discusses best practices for “Aligning Brand and Customer Strategy for Connected Commerce Success.”
These days, most CPG organizations acknowledge the need to set aside the traditional marketing practices that have long made clear distinctions between “above the line” national brand marketing and “below the line” retail-focused shopper marketing.
However, many companies are still struggling to find effective ways of breaking down internal silos, opening clear lines of communication, and establishing the new ways of working that are needed to make it happen.
In this episode of Clarity in Commerce, The Mars Agency speaks with Christopher McClement, whose role as Vice President of Marketing for Henkel Corp.’s laundry and home care brands puts him in charge of both brand marketing and the advanced capabilities team that encompasses media and digital strategy, shopper marketing, and visual branding and design, among other functions.
McClement’s wide-ranging responsibilities give him a unique, informed perspective on the need for CPGs to align their ATL and BTL marketing activity to drive sustainable growth in a connected commerce marketplace.
Chris has been in his current role since September 2021, and before that was focused on marketing for Henkel’s laundry brand portfolio.
His deep experience in CPG also includes marketing roles at Abbott Laboratories, as well as marketing, shopper marketing and brand manager roles at Kraft Foods.
Listen to our interview with Chris McClement below.