Strategy Sessions Episode 22 - Smirnoff With Sarah

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Sarah Shimmons is the Global Marketing Director at Smirnoff. We talk education, values, TV and marketing effectiveness. Enjoy. In this episode 1. Managing a global brand that such great heritage 2. Covid and the impact on Smirnoff 3. Measuring marketing effectiveness 4. Training and continuous learning for marketers – the Diageo way 5. Investing in your own education 6. Do you even need a marketing education? 7. Managing beer brands at Tennent’s NI 8. Using Tennent’s Vital to reposition Tennent’s beer 9. Social media and how that can mislead your thinking 10. Smirnoff challenging perceptions and social issues 11. Working in different brands across the globe 12. Working at Coca Cola (the local bottling company in Ireland) and how to ace in store execution 13. Deep RiverRock TV ads and Smirnoff TV 14. Investing in creative excellence Digital Marketing Strategy Course If you’re interested in investing in your own marketing education, I’ve also launched a Digital Marketing Strategy course with the university of Vaasa in Finland. It’s taught entirely online and in English, so you can learn at your own pace. By following the course you’ll build a marketing strategy for your organisation and be ready to implement it once you’ve finished. It’s academically developed, but intensely practical and shares a method I’ve used with over 100 clients in various sectors. Find out more about it and sign up here: https://univaasa.teachable.com/p/digital-marketing-strategy Friends of The next Friends Of event is on Wednesday 9 June, 9 – 12. Book a session with a great consultant for a range of marketing issues for just £25. All the money goes to Barnardo’s NI. Full details and booking: https://friendsof.co.uk/ Sarah Shimmons Sarah Shimmons is the Global Marketing Director, Smirnoff at Diageo. She is a Marketing Director for Smirnoff with background mainly in the drinks industry and passion for comms, media and innovation. In my eyes, Sarah is one of Northern Ireland’s best marketers and is set for global domination. Her views on education, brand management and marketing are well worth listening to. Find her on LinkedIn https://www.linkedin.com/in/sarah-shimmons/ Sarah’s Book Recommendations Shoe Dog: A Memoir by the Creator of NIKE by Phil Knight https://amzn.to/2PPn0py Dogs of War by Adrian Tchaikovsky https://amzn.to/336PBJY Andi Jarvis If you have any questions or want to talk about anything that was discussed in the show, the best place to get me is on Twitter or LinkedIn. If you don’t get the podcast emailed to you (and a monthly newsletter) you can sign up for it on the Eximo Marketing website. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating. Andi Jarvis, Eximo Marketing.