Understanding the nuances of a consumer’s daily life is the key to success in digital, according to Kaisy Mae O’Reilly, SK-II’s Global Lead for Digital, Media, CRM and eCommerce.
When tasked with the challenge of digital transformation at Japanese skincare brand SK-II four years ago, O’Reilly was confronted with a plethora of jargon and algorithms. With a background in consumer and insight marketing, she noticed that the digital function wasn’t integrated into the rest of the business.
“You’re the skin whitening boutique brand manager, you’re the anti-aging boutique brand manager and you’re the digital brand manager - the digital part...