When Avinash Kaushik tells your senior management they have a huge opportunity, his advice comes from extensive research into your industry, your company and your competition. Unilever took him at his word and set out to transform how they approached digital. A key component of the program was establishing new standards for Owned Media KPIs to provide transparency and drive optimization. Margaret and Alexandra share the ups and downs of their journey creating standards for Owned Media and some lessons learned from analyzing brand communication across Paid, Owned and Earned Media.
Margaret DiGiorgio is currently the Global Director Digital Marketing Services, IT at Unilever where she provides digital platforms and advisory services to help drive brilliant marketing for Unilever brands. Previously, she was the Director Digital Marketing Services, Americas where she provided IT support for digital marketing across brands in the Americas.
Alexandra graduated from the leading French Business School (HEC) and is also a Chartered Marketer (Post Graduate Diploma in Marketing from CIM, London) and a French chartered accountant. Alexandra started her career at Andersen in Paris in audit and business consulting. She then moved to Unilever in London and Geneva in various international commercial and marketing roles. Back in Paris, Alexandra worked in various listed companies in senior beauty marketing roles at Laboratoires Phyto-Lierac, LVMH and Dow , before returning to Unilever last year. Currently, Alexandra leads the marketing analytics strategy at Unilever for global markets covering consumer brands.