This interview with Roisin Donnelly, Procter & Gamble's Corporate Marketing Director, UK and Ireland, covers points including how P&G is structured, its consumer focus, the importance of leading this from the top, how consumer needs segmentation influences the product offering and how research has developed from being highly rational to much greater awareness of emotional links with consumers.
Marketing is the boss
Roisin DonnellyProcter & Gamble
JUDIE LANNON: Let's start by talking about how you got into marketing in the first place? Was it by design or by luck?
ROISIN DONNELLY:At school you tended to be classified as either good at maths...