Building 360° Retail & Digital Customer Experience Global Capability



Global alcohol giant with some of the most recognised brands in the world and highest above the line (ATL) investment was losing market share as it failed to engage shoppers at the point of purchase vs. competitive set.


Defined the global customer marketing retail and digital strategy & tools across multiple channels - Grocery, Travel Retail, Foodservice and rolled out capability training across their key EMEA markets to raise the customer experience standard to drive purchase.


20 international markets executed the plan delivered +25% growth in 12 months. Embedded internal capability so that +50% of the markets could set up their own customer marketing regional functions to bring strategies to life with local retailers and customers.