Based in London, Victoria joined The Economist Group in 2013 and manages research projects across a range of topics including technology and education. She has previously worked within the company at The Economist Corporate Network in EMEA. Her responsibilities included researching, writing and editing business outlook reports and white papers on a range of business themes in emerging markets in Europe, Middle East and Africa.
Prior to joining The Economist Group, Victoria worked in consulting in France. She holds a Master of Science in Political Economy and a BSc in Economic History from the London School of Economics.
Understanding customers is one of the core tenets of marketing – if you know who your customers are and what they like, you are much better equipped to offer them products, services and discounts that compel them to purchase. Read article >>
Darrell Sansom became Chief Marketing Officer (CMO) of AXA UK in April 2017. After a review of his role, however, he was renamed Chief Customer and Innovation Officer to signal his strategic role in the business. As with the ‘chief growth officers’ at Coca-Cola, Kellogg’s Company and Mondelez International, his new title reflects the wider range of responsibilities now being assigned to marketing chiefs.
In addition to their outward, customer-facing activities, marketing executives are working more closely with chief executives to help fulfil strategic targets, deliver innovation, and focus on using data and analytics to segment and target the consumer base. They are also increasingly accountable for overall business growth.
However, a lack of visibility across both tactical and strategic activities is undermining the ability of marketing chiefs to meet their goals, according to a survey of 250 CMOs and senior marketing executives across Europe.
With the proliferation of communication channels and shrinking budgets, how are marketers boosting efficiency and meeting changing demands? View infographic>>
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When it comes to symbols, the smile reigns supreme. Its one connotation—happiness—is undisputed the world over. Yet despite the smile’s universal appeal, research suggests that culture affects our perceptions of it in unexpected ways... Read full article >>
The meaning of subtle symbols like smiles and colours varies between Asian and Western cultures. What should marketers bear in mind when launching global campaigns? View infographic >>
