‘Learn To Get Stuff Done’ with Josh Clarkson, Director of Digital at Russell Stover Chocolates - Episode 305
DESCRIPTION
In this podcast episode, Kiri speaks with Josh Clarkson, Director of Digital at Russell Stover Chocolate, a part of Lindt. They spoke about e-commerce strategies, marketplace dynamics, career growth, and the significance of adapting to industry changes.
Josh manages aspects such as DTC (Direct-to-Consumer) marketplace, digital content, digital advertising, social media, and retail media. His background includes working in Europe for companies like Lynch UK, Kraft Heinz Ferrero, and Red Bull. His personal interests are flying transatlantic, spending time with his dog Toby, and following the Kansas City Chiefs football team.
Make sure you tune in to find out more!
“Go fast, go alone, go fast if you want to go far, go together and you need to bring people on that journey.”
KEY TAKEAWAYS
In today’s episode, Kiri and Josh discuss:
Josh's panel at eTail Boston was titled "Marketplace Management: Making the Most of Partnerships."
He emphasized the importance of defining the purpose of utilizing a channel like a marketplace, whether for direct sales or marketing purposes.
They discussed structuring e-commerce teams within organizations, mentioning that his team at Russell Stover Chocolates started within their retail structure and expanded from there.
Josh answered questions from the audience after his panel, addressing the challenges of changing a marketplace strategy that's already in motion.
He advised taking a structured approach to changing strategies and being proactive in negotiations with marketplaces.
The conversation shifted to Josh's journey in e-commerce, starting accidentally and highlighting the value of learning and adaptability.
He talked about the differences between the US and UK e-commerce landscapes, such as buying habits, delivery expectations, and pack sizes.
Josh discussed the importance of understanding your audience and stakeholders when advocating for change within an organization.
He shared thoughts on AI's role in e-commerce, suggesting it's not as big of a game-changer for the CPG (Consumer Packaged Goods) industry as for other sectors.
Regarding media budget allocation, he recommended adapting the approach based on the occasion or season, focusing on both top-of-funnel and bottom-of-funnel strategies.
Josh encouraged those interested in e-commerce to start learning, networking, and considering a career transition into the industry due to the existing talent gap.
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