The task of revitalizing a 135-year-old brand for today’s market is daunting at best, but for Avon’s Global CMO Kristof Neirynck, that’s just the challenge he wanted to tackle. Coming from Walgreens Boots Alliance—when we last spoke with him in episode 208—Kristof saw the overwhelming opportunity to bring his keen eye for storytelling and passion for data to a company that has been on the decline. He’s steering the ship in a positive direction not only for consumers but for their unique brand ambassadors as well—their representative “Avon ladies.”
In this episode, Kristof and I reunite to talk about his new role at Avon, how he’s working to revitalize the brand and the key innovations introduced to modernize the storied company. Listen in to hear about how their business structure affects women’s livelihoods, the company’s focus on purpose and giving back and what Avon is looking for in marketing talent.
In This Episode, You’ll Learn:
- The purposefulness of the Avon business structure
- How Avon is modernizing their selling channels
- Which generation is the highest growing group of Avon representatives
Key Highlights:
- [02:29] Kristof’s path to Avon
- [06:46] The empowerment of women through Avon
- [08:39] Kristof’s role as Global CMO at Avon
- [11:15] Avon’s challenge of brand consideration
- [13:42] Expansion of selling channels for a historic B2B2C brand
- [15:54] Avon ON app as an innovative selling tool
- [19:54] Revitalizing and modernizing the brand
- [24:45] The type of marketing talent that Avon is looking for
- [27:48] An experience that defines Kristof recapped from episode 208
- [28:30] What marketers should be learning more about
- [31:16] Brands and causes we should notice
- [32:56] The largest opportunity or threat for marketers today
Resources Mentioned:
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- https://www.linkedin.com/in/kneirynck/
- https://twitter.com/avonworldwide
- https://www.instagram.com/avonworldwide/
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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.