The Imperative for Change
Managing 20 brands across six regions and 150 countries, this cosmetics leader had a strong global footprint but struggled with scale and efficiency.
A decentralized operating model—with disparate technologies and manual marketing processes—limited agility, visibility, and the ability to act on market opportunities.
Key challenges included:
- Limited visibility across brands and regions
- Disparate marketing systems slowing agility
- Manual processes restricting personalized marketing at scale
- Inability to scale global marketing solutions effectively
The result? Missed opportunities, inconsistent customer experiences, and higher operational costs.
The Transformative Solution
To unlock efficiency and transform global marketing operations, the company redefined its marketing model:
- Personalized Customer Marketing Vision – A top-down vision was established with clear opportunity sizing to align teams and drive excitement.
- Agile Pods for Execution – Four cross-functional pods were set up to test personalized marketing use cases in live markets.
- Data-Driven Insights – A dedicated customer marketing data testing environment enabled pods to generate insights on-demand and measure impact.
- Strategic Alignment – A multi-year value capture plan was aligned with sprint-level planning to ensure continuous delivery of results.
The Business Impact
The shift to personalized, agile marketing operations drove measurable business impact:
- 5% of additional sales through improved customer engagement.
- Income in monetized data enabling new revenue streams.
- 20% savings on acquisition costs from efficient, data-driven marketing.
- Time to Market: 6–12–18 months, accelerating global go-to-market execution.
Acquisition Cost Savings
0
%
Additional Sales
0
%
Time to Market
6 -
0
Months
Growth Vision
With its global marketing transformation, the cosmetics brand is positioned to:
- Increase customer penetration with personalized marketing strategies
- Continue building niche offerings for specific markets
- Drive operational efficiency to expand into new products and services
