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consumer relationships

Kimberly-Clark Names Zena Arnold as Chief Digital & Marketing Officer

Kimberly-Clark has announced the appointment of Zena Arnold to the newly created position of Chief Digital & Marketing Officer. In this role, she will lead Kimberly-Clark’s global marketing teams and drive initiatives to accelerate the digital transformation of the company’s brands and businesses. Arnold joins Kimberly-Clark from Google, where she served the past seven years in marketing and general management roles of increasing responsibility, most recently as Global Head of Growth of the Chrome OS business. Prior…

If First-Party Data Is the High Ground, Customer Experience Is the Escalator

You can’t advertise your way into first-party data superiority. So, you better have a customer experience strategy if you expect to win. First-Party Data: An Oldie but a Goodie Ever since Sears & Roebuck launched its famous direct-mail catalog in 1893, brands have used first-party data to grow and compete. Today, direct-to-consumer upstarts are making savvy use of first-party data to edge out older incumbents. But there are only so many brands a typical consumer has the time or inclination to directly interact with, so…