NatWest has been building a culture of creative B2B marketing into its business, focusing on finding underpriced attention across social media to market its B2B products faster and more efficiently.
NatWest is increasing its investment in TikTok, as it seeks to use social media to attract wider range of consumers where they look for information.
Speaking at Marketing Week’s Leadership Summit, Natwest’s CMO details how she overhauled NatWest’s marketing function and her personal growth lessons.
Demonstrating effectiveness is one area where marketers should invest to prove their worth in uncertain times, says NatWest marketing boss and ISBA president Margaret Jobling.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?
