In July of this year, the appointment of a new CMO of Foxtrot, Oleg Nikolsky, was announced. The Webpromo editorial team was the first to talk to the new manager and find out where the work of the marketing director should begin and what changes to expect from Foxtrot in the near future, as well as about current e-commerce trends, investments in branding and aggressive marketing in the future.
First interview with the new SMO Foxtrot
Oleg Nikolsky, SMO Foxtrot
How was your vietnam cell phone number list first day as a Foxtrot CMO? Describe it in three words
I worked at Foxtrot in 2019-2020, so it was more like my return to the company. I already knew where I was going and who I would work with. So it was a "light", good day, after which I had pleasant impressions
.How should you start out as a marketing director? Is it better to build new processes or adopt those that already exist?
Each manager has his own work structure. He imposes and compares experience with existing business processes in the company.
Foxtrot has been on the Ukrainian market for 29 years and has its own style and specifics of management. All business processes in the company are created and configured, while innovative management models are used. In my opinion, they can be modernized and improved.
I already have a strategy and tactics for changes that need to be implemented so that Foxtrot marketing matches the functions planned for the future. In general, marketing is evolving rapidly. There is always something new to build or create.
How to introduce changes in work in general? Is there a written scenario on how to do it correctly?
Yes, there is a classic scenario for implementing changes. But it is important to understand the future result of these changes and communicate their purpose to all participants at each level. It is necessary to have a clear plan, measure the result step by step, calculate steps, resources, prescribe tasks and responsible persons.
The main thing is open and clear communication between colleagues and departments. The manager must convey to colleagues the reasons, advantages and possible challenges in the future. It is also important to receive feedback, according to which to make adjustments.
First interview with the new SMO Foxtrot Webpromo
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How do you communicate with your colleagues?
We have a general weekly meeting. In the first or second week, I got to know each of the team members. Now we have moved to the level of process management through department heads.
What changes have already taken place or are planned in the Foxtrot marketing team?
There are no personnel "minuses" in the team. We upgraded positions and opened new vacancies. Regarding changes in work, we are currently implementing a project management system to systematize cooperation within the department and between other departments.
The QMO in a company is... What key tasks does it perform?
The Marketing Director is the generator of innovations and strategies that indicate the direction of the company. The most important thing in his job is to define strategic marketing goals for the company's activities based on market trends, the competitive environment and customer needs.
It is also essential that a marketing director loves his brand and creates, maintains and increases the value of this brand.
What do you see as the biggest challenges for CMOs today?
The marketing sphere is unstable and changes rapidly. Every day new trends, features, services, goods and products appear. The environment, customer needs and market conditions change daily. This is the restless development of the industry. Therefore, you need to constantly learn, engage in self-motivation and team motivation. That is, keep your finger on the pulse.
How do you work with your leadership team to get the most out of the marketing function?
We are all partners and support for each other. There is a clear subordination, partnership relations both within the department and with related departments. We have friendship and love
. An important task for a marketer is to convey the strategy even to the cleaning lady on the floor, who must know where she works, what she does for the company, and how important its mission is.
First interview with the new SMO Foxtrot
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What will be the "new" marketing of Foxtrot? Goals and priority areas of work
What ambitious goals do you set for yourself and your team?
I don't want to boast about the ambitiousness of my plans. The team is already expanding and new experts are being brought in. In the future, you, as a client, can expect improved service and communication.
What areas of the marketing department's work are a priority now? Why did you choose these particular ones?
This is the direction of work with customer experience. We are also strengthening the creative team and the communications quality department.
Every six months we conduct Brand health tracking ( Brand tracking or brand health tracking is a long-term marketing study that reflects the state of the brand in dynamics - editor's note ). The data helps track why customers like or dislike Foxtrot, why they buy or don't buy, how they feel about the brand and competitors.
How do you see the development of the marketing department and the company as a whole on a global level? For example, Foxtrot in 5 years - this is?
Foxtrot in 5 years is a company that clearly knows its client: who he is, what he wants and when he gets it. We must specifically know and satisfy his needs.
First interview with the new SMO Foxtrot