Buy-in to Change is Critical to Achieve Organisational Transformation with Adam Wright, Head of Digital at Beiersdorf

Buy-in to Change is Critical to Achieve Organisational Transformation with Adam Wright, Head of Digital at Beiersdorf

In this episode of the Time for a Reset podcast – Inside Marketing Transformation,  Athar sits down with Adam Wright, Head of Digital at Beiersdorf, to discuss how a reset and transformation at global enterprises is a calibrated and step-by-step process rather than a big-bang change. Adam also shares insights on how to drive buy-in to change and build trust across the organisation. They also discuss some common barriers to change and how to overcome them.

Join them as they:

  • Discuss how transformation plays out on a day-to-day basis.
  • Examine different levers to secure buy-in for change.
  • Look at how transformation at large companies is a series of small steps.
  • Discuss why change sometimes needs to be driven on a piecemeal basis.
  • Shine a light on the role of tech and data in driving change.

You can also get an excellent overview of the main highlights and discussion points by reading our blog piece of the episode.

Adam Wright is the Head of Digital at Beiersdorf Northern Europe, a holding company for skin care brands like Nivea, Coppertone, and 8×4. He leads the digital team responsible for full-funnel digital activity, including retail media and DTC for NIVEA and NIVEA Men. Adam is also a keynote speaker on growth hacking, experimentation culture, data-driven marketing, and D2C. He is also a keen reader, writer, and fitness enthusiast. His passion is building rapid experimentation cultures to supercharge growth.

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You can find the full transcript of this episode here.

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