How to drive digital-marketing innovation in big companies

Stephen Whiteside

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

Swan Sit, the recently appointed Global Head/Digital Marketing at Nike, is joining an organization that is ramping up its focus on technology as a business driver.

Last year, the Beaverton, Oregon-based sporting-goods and apparel manufacturer unveiled a "consumer-focused growth agenda" that was underpinned by various digital tools and strategies. Its priorities included:

  • pushing ecommerce from approximately 15% of sales this year to over 30% in the long term;
  • reducing the product-creation timeline by 50% through investing in digital; 
  • doubling the "cadence and impact of innovation" by developing distinct products and platforms;
  • doubling "direct connections with consumers" by constructing unique experiences...

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