Problem

Several business units were digital agnostic but were required to deliver on revenue targets without the skills and experience existing on the digital side of the business. There existed a cultural divide and reluctance by the print business to adapt to changing job requirements.

Solution

Bridge the culture and technology divide and integrate both print and digital teams by unifying of a disparate collection of offline and online businesses and their marketing teams into a single cohesive operation using a combination of:

• New processes
• New dedicated support staff
• Accelerated training
• Performance dashboards and reporting
• Custom built enterprise software solution

This centralised technology and staff service offers distributed marketing tools and capabilities along with “state of the art” training and support.

Result

LEADERSHIP

• Produced 3-5 year vision, strategy and roadmap
• Presented business case to CEO and board (approved)
• Developed project team, roadmap and establish roles and responsibilities
• Mentored and supported new hires into eventual heads of new departments
• Lifted Print businesses to the same level of digital revenue performance as native digital businesses
• Opened dialogue between Print and Digital Marketing Directors and facilitated collaboration
• Served as the single point of contact for regulatory and compliance issues with customer data and privacy

SERVICE DELIVERY

• Managed service/tech teams to iteratively build enterprise application
• Delivered custom dashboards and interfaces to make digital marketing tasks faster and easier
• Fully trained print business for digital upskilling and platform usage in only 6 months
• Established own department as a center of excellence for service and support for 80 business units
• Enabled marketing campaign capacity to increase 5X with new tools and capabilities
• Supported 2X increases in average revenue with new processes and capacity for marketing activity