Today on Memorable Marketing, Bart speaks with Alin Dobrea, the Head of Marketing Solutions and Partnerships at ZALORA Group, Asia’s leading online beauty, fashion, and lifestyle destination. One of the region’s pioneers in large-scale e-commerce, ZALORA has a strong presence in countries like Singapore, Malaysia, Hong Kong, Brunei, Taiwan, and the Philippines, with over 50 million monthly visits.

Here, the pair talk about insights into creating a campaign. According to Alin, the insight is what brings the campaign together and makes it stand on its own. It can be a simple message, or more complex – so long as a unique narrative can be built around a brand. The insight will also depend on the market the campaign is targeting, so localisations must be kept in mind.

Alin explains there can be some difficulty when localising a brand in different regions. While it is necessary to appeal to local customers, brands should adopt a global approach instead. This means keeping the brand recognisable internationally but localise the communications and campaigns in regional markets.

As someone passionate about advertising and marketing, Alin’s agency experience allowed him to cut his teeth by working with a variety of clients. In Marks and Spencer, he joined the graduate trainee programme, which allowed him to work across different parts of the business, such as CRM, acquisition, brand management, creative production, and the marketing campaigns.

Finally, Bart and Valeriia wrap up the podcast by discussing Alin’s experience with working on Marks and Spencer’s Christmas campaign – where marketers must anticipate the future and work towards one major event in the entire year.

Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: [email protected].