Personalization As A Key To Marketing Innovation

Consumers expect 1:1 relevance. But most FMCG leadership teams were built for mass-market scale. That’s the tension I keep seeing inside boardrooms. FMCG companies are investing millions into personalization AI-driven product recommendations, region-specific product drops, and tailored loyalty experiences. But the execution? It’s often limited by the leadership behind it. 76% of FMCG executives say personalization is now their #1 digital investment priority (PwC Global Consumer Survey, 2024). Yet only 28% feel “very confident” their current teams can deliver it. Why the disconnect? Because the traditional marketing and commercial leadership model in FMCG wasn’t built for this world. It was built for mass media. For scale-first. For “spray and optimize.” Personalization isn’t just a digital tool it’s a mindset. A structural shift in how we think about relevance, segmentation, and value. And it requires a very different kind of leader. In a recent search for a global marketing transformation role, we met dozens of impressive FMCG veterans brand builders with household-name credentials. But the client a multinational food & beverage group pivoting toward DTC wasn’t just looking for storytelling. They needed: → Leaders who understood identity resolution and CRM architecture → Operators who’d worked in environments where every SKU, every ad, and every touchpoint was dynamically personalized → Thinkers who could balance precision with profitability and who saw digital ecosystems not as channels, but as core to the brand The candidate we ultimately placed came from a digital-first background. Not FMCG. But tech. What they brought was rare: deep consumer empathy + commercial fluency + technical curiosity. That’s the new CMO profile we’re seeing emerge across leading organizations not just brand-led, but insight-led. Not just creative, but data-literate. Not just global in scope, but granular in execution. Here’s the truth many companies are still wrestling with: You can’t deliver personalization from a PowerPoint deck. You need systems, yes. But more than that you need leaders who can ask the right questions, build the right teams, and act on what the data actually says. The result? → Sharper value propositions for micro-segments → Lower acquisition costs through better targeting → Stronger lifetime value through hyper-relevant journeys But only if the people behind the strategy understand the mechanics behind the magic. Personalization isn’t a marketing trend it’s the new competitive advantage. And if your leadership team still thinks in averages? You’ll be left behind. This is the work I do every day with FMCG companies: not just finding leaders, but helping future-proof organizations. Because if we want to meet consumers where they are we need to hire like we mean it. #FMCG #Personalization #Leadership #ExecutiveSearch #ConsumerGoods #CMO

Here’s a common myth about personalization: All you need is a customer’s name to make it effective. True personalization goes much deeper, it’s about understanding behaviors, preferences, and needs to create meaningful experiences. Collecting the right data isn’t just about volume, it’s about relevance. You can’t offer genuine personalization without truly knowing your audience. Here’s how I’ve approached it: ➜ Identify key data points. Don’t collect data just for the sake of it. Focus on what will actually help you understand your customers better, things like purchase history, browsing behavior, and engagement patterns. ➜ Leverage tools wisely. Using the right tools is crucial. We’ve integrated platforms (like HubSpot) to ensure we’re gathering and utilizing data that matters, not just creating noise. ➜ Respect privacy. Personalization should never come at the cost of privacy. Being transparent with your audience about what data you collect and how you use it builds trust. ➜ Test and refine. Data isn’t static, and neither should your approach to personalization be. Continuously test what works and refine your strategy to meet your customers' evolving needs. ↳ By focusing on relevant data, not just more data, we’ve been able to create personalized experiences that resonate, leading to stronger customer relationships and better results. What’s been your biggest challenge in collecting data for personalization? How are you overcoming it? #data #personalization #hubspot

80% of people prefer to buy from brands that personalize. Yet most businesses still send generic campaigns. Here’s how I use AI to change that 👇 Step 1: Build Your Data Foundation → Consolidate customer data from all sources → Clean and structure your data → Create unified customer profiles → Map customer journeys Step 2: Choose the Right AI Tools → Start with predictive analytics → Add dynamic content generation → Implement real-time personalization engines → Focus on tools that integrate with your stack Step 3: Create Personalization Frameworks → Segment audiences by behavior → Design content templates → Set up trigger-based workflows → Define success metrics Real examples that work: 1/ E-commerce: → AI analyzes browsing patterns → Predicts next likely purchase → Personalizes email timing ↳ Result: 40% higher conversion rates 2/ B2B Marketing: → AI scores leads in real-time → Customizes content by industry → Automates follow-up timing ↳ Result: 3x faster sales cycles 3/ Content Marketing: → AI suggests trending topics → Personalizes content recommendations → Optimizes posting schedules ↳ Result: 2x engagement rates Warning: Avoid these common mistakes: → Implementing AI without clean data → Focusing on tools over strategy → Forgetting the human element → Ignoring privacy concerns Remember: AI amplifies your marketing. It doesn't replace your strategy. Start small, measure results, scale what works. What's your biggest challenge with marketing personalization? Comment below. Sign up for my newsletter for more marketing and AI content: https://lnkd.in/gSi-nA2F Repost or follow Carolyn Healey for more like this.