Retail has undergone an unimaginable transformation in the last 24 months. In terms of online shopping, e-commerce, according to eMarketer, the market grew 27% globally in the period and Brazil was among the fastest-growing countries in the world. With this challenge, today I'm talking to Luciana Iodice, Privalia's CMO, who has been leading all the company's transformations and growth over the last few years. The talk is great and will give you lots of insights. 😉
Thiego Goularte: Luciana, what are you currently working on?
Luciana Iodice: Hello. First of all, it's a pleasure to take part in this chat - thank you for inviting me! I'm currently CMO at Privalia.
T: You've worked for some big brands in Brazil, how did that influence you to become the professional you are today?
L: Having had the experience of working with brands from so many different sectors has undoubtedly been very rich, and every fresh start has given me the opportunity to humbly learn something new - and also to carry that learning throughout my career, bringing value by having experienced different perspectives - from matching people to matching jobs, through physical+digital retail to flash sales in an online outlet. All these experiences have helped me to understand consumer needs from different perspectives, and thus help me to lead the most efficient strategies to fulfill brand objectives with relevance.
T: You are in a very competitive market, e-commerce, how has this digital transformation that this market has been going through been?
L: The digital transformation opens up a new market, with more options and convenience for consumers - and this brings an excellent opportunity for retailers, as well as numerous challenges. As a 100% online native company, it is part of Privalia's DNA to cater to an increasingly demanding consumer. The players who really manage to meet these expectations throughout the entire journey, and who are true to their value propositions, will have a competitive advantage.
T: In a super atypical year, due to the pandemic moment, has the role of the CMO also changed?
L: The moment has amplified and reinforced the need to adapt quickly and deliver value to the consumer and all stakeholders. At Privalia, for example, we looked at our customer's needs, offering categories that were more relevant to the moment; we looked at brands, and decided to create an initiative to help local businesses; and we looked at society, understanding that we could have a positive impact on the collective.
T: Are you working with the remote team? If so, how has the exchange with the team been?
L: We've adopted a hybrid model, giving teams security both through remote working and by adopting best practices in personal interaction, thus allowing physical proximity. The exchange has been very positive, as we have adopted appropriate communication and time management tools, and above all we have maintained proximity, sharing results and objectives, and listening to feedback from employees to improve this relationship.
T: After the pandemic, do you think marketers will change concepts about the market, consumers and the like?
L: I believe that the pandemic has further highlighted certain fundamental aspects such as adaptability, listening to the consumer, efficiency and even relationships. Consumers are more demanding, standards are changing - and in this scenario, it is undoubtedly essential to review pre-established beliefs.
T: Do you currently work with agencies? If so, how has the relationship been since you are also a part of the ecosystem that has undergone many transformations?
L: Yes. Today we work with agencies specializing in performance, PR, and media and communications. The agencies are strategic partners who work as part of our team, and that's how they add value. The relationship is a two-way street: on our side, it's essential to share goals, objectives and context. The agency, on the other hand, adds strategic innovation and execution. Today, more and more, partners who have a deep understanding of the business and are based on results make a significant contribution to this relationship.
T: What skill will be paramount for the marketing professional from now on?
L: A deep understanding of the consumer, and adaptability. The "how" is supported by data analysis, by brand building (and its relationship with the consumer), and by technology and usability.
T: You are a female leader and have a C-Level position in a huge company. What's the bravest thing you've ever done that you're proud of?
L: During my career, of course I've experienced important moments - such as the challenge I took on when I went to Spain to work with the European market, or the transformations I've been part of - but I think that for us as leaders, courage is in the day-to-day, in breaking old paradigms or perceptions, in making decisions - not always easy - but which bring value to the company and the people we work with, and in choosing and charting our paths - understanding that we won't always get it right, and that we can learn from our mistakes.
T: Finally, what advice would you give to the younger Luciana?
L: I would tell her to absorb even more of what she has learned throughout her career, in which I have always had the privilege of being surrounded by inspiring leaders. I believe that my success owes a lot to the inspiration and luck of having worked with incredible professionals - not just leaders, but also staff and peers. Likewise, absorbing the lessons that come from our mistakes - they are just as fundamental to our development as our successes.
