Transforming the marketing operations of a large retail chain
A multi-brand retail chain wanted to transform its marketing operations from a distributed to a centralized operating model. The transformation would also entail the adoption of a new operating model and serve as the foundation for the adoption of a new marketing automation solution.
How to turn a previously vast and decentralized marketing organization into an agile and centralized entity?
In order to undergo a change process of such scale a careful mapping of objectives and expectations had to be done.
A central system combining agile cross-competence teams and oversight mechanisms was designed for marketing.
After the project the retailer was ready for the next step of its transformation with a solid foundation and clear roadmap.
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