In this episode, our host Eitan Koter welcomes Colin Lewis, a marketing professional with extensive international experience across Australia, Asia, and Europe. Colin has held pivotal roles such as CMO and Marketing Director for major airlines, where he gained deep insights into retail, digital commerce, and the rising influence of retail media.

Colin provides a thoughtful analysis of the shifting responsibilities of the CMO, emphasizing the need for a strong commercial focus while navigating the complexities of new technologies. He offers a comprehensive look at retail media, exploring how brands can effectively use this channel to drive innovation, enhance customer engagement, and achieve measurable results. Colin also shares his approach to launching new products in today’s competitive environment, highlighting the importance of conducting a realistic assessment, crafting a strategic plan, and maintaining flexibility to adapt quickly to market demands.

Beyond his professional expertise, Colin opens up about his passion for motorsport, a lifelong interest that he describes as the driving force behind his career. He shares how this personal passion intertwines with his professional life, offering you, our listener a unique perspective on balancing work with what you love.

Throughout the conversation, Colin's insights are grounded in real-world experience, making this episode an important resource for anyone looking to understand the current landscape of marketing and digital commerce.

Podcast website: https://vimmi.net/ecom-pulse-podcast/

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Guest: Colin Lewis, Marketer, Educator, Keynote Speaker, Author, eCommerce, Retail Media, Marketplace Expert.

LinkedIn: https://www.linkedin.com/in/colinlewis/

Watch the full Youtube video here:

https://youtu.be/6I8M6llBYdM

Takeaways:

• Being a pie-shaped professional with expertise in multiple areas is valuable in the evolving role of the CMO.
• The marketing landscape is changing, with a focus on digital commerce, social commerce, and the integration of content, commerce, and creativity.
• Internet-scale businesses and the combination of various channels will shape the future of marketing.
• Assessing the market and being innovative in product and go-to-market strategies are crucial for launching new products.
• Be realistic and honest when developing a marketing strategy, considering budget, objectives, and available resources.
• Retail media offers opportunities for brands and retailers to collaborate and measure the impact of their marketing efforts.
• The future of marketing lies in innovation and measurement, leveraging technologies and data to drive results.

Chapters:

00:00 Introduction and Background

05:32 The Evolving Role of the CMO

08:18 The Changing Landscape of Marketing

12:11 The Future of Marketing

15:38 Launching New Products

24:04 The Importance of Product Distribution

25:01 Activation Model and Execution

27:10 Validation and Research

30:43 Unlocking Opportunities with Retail Media

38:20 The Future of Marketing: Innovation and Measurement