As Sainsbury’s marketing director, I am responsible for a wide remit, so the need for a clear set of performance measures across the category is paramount. We all know one of these measures will be the ‘ugly duckling’ – value. But however ugly this duckling may be, its place in the marketing function is vital.
To achieve commercial success in this area, we needed to look not only at the structure of the procurement relationship required to deliver value, but crucially, what skill set was required to deliver on tough challenges in marketing. (more…)