Friday 14 December 2018

Marketing People: Fiona Lee, Marketing manager, Littlewoods Ireland


Fiona Lee
Fiona Lee

John McGee

With over 70,000 products, 1,800 brands and 2.5 million site visits per week, Littlewoods Ireland is one of the country's leading online retailers, as Fiona Lee explains to John McGee.

Describe your role: My role is broad, varied, at times challenging but always incredibly rewarding. I lead a group of talented, passionate, ambitious professionals based both in Ireland and in the UK which consists of marketeers, PR and sponsorship executives, as well as our digital content team.  I am responsible for the overall B2C brand strategy in the Irish market including our sponsorships. As the guardian of Littlewoods Ireland, I need to ensure our values are instilled in all that we do by clearly communicating the direction of the brand, establishing consistency across all our channels and making sure the team are motivated and fulfilled.

What marketing challenges do you face: How our customers consume media is an ever-evolving landscape. We have multiple target markets and each of those segments consumes media in different ways. Our diverse client base means we're constantly challenged to understand their specific needs and satisfy those needs effectively.

How do you manage these challenges: In order to stay relevant and engaging, we are constantly evaluating our strategies and marketing tools. We need to make sure Littlewoods Ireland remains front of mind with our customers, and we do that though a 360-marketing plan which includes a mix of ATL, PR, digital, CRM, sponsorship and experiential. Striking the right balance can be a challenge, but it's a space I find really interesting. And seeing the return for the brand when we engage with our customers through their preferred channels is incredibly satisfying.

In a competitive market, how does the Littlewoods brand gain cut-through:  Over the past few years we have won multiple awards, both nationally and internationally, for performance marketing, PR, sponsorship, CRM and e-commerce.  I believe this is a strong testament to the fact that we have a clear brand focus, a diverse engagement strategy, and an always-on communications strategy that allows us to tell our story in a compelling way.  In 2016 we made a very conscious play into the sponsorship arena, having identified sport sponsorship specifically as an extremely effective method of further connecting with existing and new customers.  In 2017 we became a top-tier partner of the GAA which includes sponsorship of the All-Ireland Hurling Championship, title sponsor of the National Camogie Leagues and the GO Games Provincial Days grassroots programme.  For us, these initiatives were about increasing brand awareness and building brand affinity. These three platforms allow us to engage directly a broad range of consumers from grassroots through to the pinnacle of inter-county GAA and we've already seen the benefit after year one.

Sunday Indo Business

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