Lorraine Barber-Miller is the Chief Marketing & E-Commerce Officer at Philips, a 130-year-old company in the middle of a large marketing transformation.

In this episode, Lorraine and Alan discuss what makes Philips unique and her background at IBM and ADP before she joined Philips. They also discuss the B2B and B2C complexities of Philips as a business and the global marketing transformation she's leading.

Lorraine says, “We are transforming the function at Philips to build world-class capabilities to position Philips as the leading health tech partner to our customers and consumers.” Both marketing and e-commerce play a large role in making this positioning a reality, and they do it by executing five strategic priorities: strengthening and protecting their brand leadership, focusing on customer-centricity, meeting the customer where and how they want to be engaged, leading with data-driven marketing, and recruiting and retaining top talent.

Listen to the full conversation to hear how each of these factors influence the transformation.

In this episode, you’ll learn:
The complexity of having both B2B and B2C business
What it means to transform to digital-first
The importance of individual contribution


Key Highlights:
[01:19] Living on a man-made island in Dubai
[02:06] Lorraine’s career motivations
[05:25] Joining Philips during the pandemic
[07:37] Navigating both B2B and B2C business
[09:45] Driving a marketing transformation
[15:05] Engaging a 3,000 member team 
[16:34] Where  e-commerce fits into the transformation process
[20:15] Consolidation agency relationships worldwide
[22:22] Lorraine’s advice for marketers leading a transformation journey
[27:05] Stepping back and seeing the whole picture
[29:25] A moment that defines Lorraine, made her who she is today
[30:21] Lorraine’s advice to her younger self 
[31:18] What marketers should be learning more about
[33:13] The brands and organizations Lorraine follows
[34:00] The biggest threat and opportunity for marketers today

Resources Mentioned: 
Lorraine Barber-Miller
Philips
Previous roles at IBM and ADP
Business Transformation at Philips (Financial Times)
Philips picks Omnicom Group to consolidate agency relationships (The Drum)
When More is Not Better, Roger Martin (Book)
Raja Rajamannar on Marketing Today discussing his new book

Subscribe to the podcast:
Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

Connect with the Guest:
Lorraine LinkedIn: https://www.linkedin.com/in/lorrainebarbermiller/
Philips Twitter: https://twitter.com/Philips


Connect with Marketing Today and Alan Hart:
http://twitter.com/abhart
https://www.linkedin.com/in/alanhart
http://twitter.com/themktgtoday
https://www.facebook.com/themktgtoday/
https://www.linkedin.com/company/marketing-today-with-alan-hart/

<a href="https://www.linkedin.com/in/lorrainebarbermiller/">Lorraine Barber-Miller</a> is the Chief Marketing &amp; E-Commerce Officer at <a href="https://www.usa.philips.com/">Philips</a>, a 130-year-old company in the middle of a large marketing transformation.
In this episode, Lorraine and Alan discuss what makes Philips unique and her background at IBM and ADP before she joined Philips. They also discuss the B2B and B2C complexities of Philips as a business and the global marketing transformation she's leading.
Lorraine says, &ldquo;We are transforming the function at Philips to build world-class capabilities to position Philips as the leading health tech partner to our customers and consumers.&rdquo; Both marketing and e-commerce play a large role in making this positioning a reality, and they do it by executing five strategic priorities: strengthening and protecting their brand leadership, focusing on customer-centricity, meeting the customer where and how they want to be engaged, leading with data-driven marketing, and recruiting and retaining top talent.
Listen to the full conversation to hear how each of these factors influence the transformation.
In this episode, you&rsquo;ll learn:
<ul>
<li aria-level="1">The complexity of having both B2B and B2C business</li>
<li aria-level="1">What it means to transform to digital-first</li>
<li aria-level="1">The importance of individual contribution</li>
</ul>
 Key Highlights:
<ul>
<li aria-level="1">[01:19] Living on a man-made island in Dubai</li>
<li aria-level="1">[02:06] Lorraine&rsquo;s career motivations</li>
<li aria-level="1">[05:25] Joining Philips during the pandemic</li>
<li aria-level="1">[07:37] Navigating both B2B and B2C business</li>
<li aria-level="1">[09:45] Driving a marketing transformation</li>
<li aria-level="1">[15:05] Engaging a 3,000 member team&nbsp;</li>
<li aria-level="1">[16:34] Where&nbsp; e-commerce fits into the transformation process</li>
<li aria-level="1">[20:15] Consolidation agency relationships worldwide</li>
<li aria-level="1">[22:22] Lorraine&rsquo;s advice for marketers leading a transformation journey</li>
<li aria-level="1">[27:05] Stepping back and seeing the whole picture</li>
<li aria-level="1">[29:25] A moment that defines Lorraine, made her who she is today</li>
<li aria-level="1">[30:21] Lorraine&rsquo;s advice to her younger self&nbsp;</li>
<li aria-level="1">[31:18] What marketers should be learning more about</li>
<li aria-level="1">[33:13] The brands and organizations Lorraine follows</li>
<li aria-level="1">[34:00] The biggest threat and opportunity for marketers today</li>
</ul>
Resources Mentioned:&nbsp;
<ul>
<li aria-level="1"><a href="https://www.linkedin.com/in/lorrainebarbermiller/">Lorraine Barber-Miller</a></li>
<li aria-level="1"><a href="https://www.philips.com/">Philips</a></li>
<li aria-level="1">Previous roles at IBM and ADP</li>
<li aria-level="1"><a href="https://www.ft.com/content/504c6eb1-7caf-4d58-98f9-d9442eba4fbf">Business Transformation at Philips</a> (Financial Times)</li>
<li aria-level="1"><a href="https://www.thedrum.com/news/2021/05/25/omnicom-wins-philips-300m-global-creative-media-account-review">Philips picks Omnicom Group to consolidate agency relationships</a> (The Drum)</li>
<li aria-level="1"><a href="https://amzn.to/3efRPMW">When More is Not Better</a>, <a href="https://rogerlmartin.com/">Roger Martin</a> (Book)</li>
<li aria-level="1"><a href="https://www.marketingtodaypodcast.com/252-what-emotion-technology-and-data-mean-for-marketing-with-mastercards-raja-rajamannar/">Raja Rajamannar on Marketing Today</a> discussing his new book</li>
</ul>
Subscribe to the podcast:
<ul>
<li aria-level="1"><a href="http://apple.co/2dbdAhV">Listen in iTunes</a> (link: <a href="http://apple.co/2dbdAhV">http://apple.co/2dbdAhV</a>)</li>
<li aria-level="1"><a href="http://bit.ly/2Rc2kVa">Listen in Google Podcasts</a> (link: <a href="http://bit.ly/2Rc2kVa">http://bit.ly/2Rc2kVa)</a></li>
<li aria-level="1"><a href="http://spoti.fi/2mCUGnC">Listen in Spotify</a> (Link: <a href="http://spoti.fi/2mCUGnC">http://spoti.fi/2mCUGnC</a> )</li>
</ul>
Connect with the Guest:
<ul>
<li aria-level="1">Lorraine LinkedIn: <a href="https://www.linkedin.com/in/lorrainebarbermiller/">https://www.linkedin.com/in/lorrainebarbermiller/</a></li>
<li aria-level="1">Philips Twitter: <a href="https://twitter.com/Philips">https://twitter.com/Philips</a></li>
</ul>
 Connect with Marketing Today and Alan Hart:
<ul>
<li aria-level="1"><a href="http://twitter.com/abhart">http://twitter.com/abhart</a></li>
<li aria-level="1"><a href="https://www.linkedin.com/in/alanhart">https://www.linkedin.com/in/alanhart</a></li>
<li aria-level="1"><a href="http://twitter.com/themktgtoday">http://twitter.com/themktgtoday</a></li>
<li aria-level="1"><a href="https://www.facebook.com/themktgtoday/">https://www.facebook.com/themktgtoday/</a></li>
<li aria-level="1"><a href="https://www.linkedin.com/company/marketing-today-with-alan-hart/">https://www.linkedin.com/company/marketing-today-with-alan-hart/</a></li>
</ul>

Alan Hart, marketer and advisor to the world's best marketers and companies, leads intimate conversations with the world's most dynamic chief marketing officers (CMOs) and business leaders. Alan goes further than other marketing podcasts to learn CMO strategies, tips, and advice. Alan and his guests reveal what makes a great brand, marketing campaign, or turnaround. Learn from the personal experience and rich stories of these marketing and business leaders so you can unleash your full potential.

Alan Hart, marketer and advisor to the world's best marketers and companies, leads intimate conversations with the world's most dynamic chief marketing officers (CMOs) and business leaders. Alan goes further than other marketing podcasts to learn CMO strategies, tips, and advice. Alan and his guests reveal what makes a great brand, marketing campaign, or turnaround. Learn from the personal experience and rich stories of these marketing and business leaders so you can unleash your full potential.

Go behind the scenes with the world best chief marketing officers and marketing thought leaders in business.

Marketing Today with Alan Hart

Alan B. Hart, host of Marketing Today, interviews the world's best chief marketing officers and business leaders. Listen in to learn their strategies, tips, and advice. What makes a great brand, marketing campaign, or turnaround? Learn from the experience and stories of these great marketing and business leaders so you can unleash your potential.

Alan B. Hart, host of Marketing Today, interviews the world's best chief marketing officers and business leaders. Listen in to learn their strategies, tips, and advice. What makes a great brand, marketing campaign, or turnaround? Learn from the experience and stories of these great marketing and business leaders so you can unleash your potential.

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