Episode description
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In today's show, we have Joe Harper and Jordan Narducci from the world-famous Kellogg's company.
Joe started at Kellogg’s in 2015 as a social media manager and since then has been promoted to e-commerce marketing manager for Western Europe in 2019.
After spending several years launching and scaling several DTC businesses, Jordan is taking his learnings and applying them to CPG. Since 2019, Jordan has lead Kellogg’s global DTC strategy.
On this cast, we cover lots of ground including:
Why does a company like Kellogg’s invest in DTC?
The different eCommerce channels and how Kellogg’s thinks of them
Intro to E-Retail and why more brands should focus there
Increasing share of search on E-retail platforms
Utilizing deliveroo, Instacart, etc
Building a relationship with retailers - why should they want to stock your product?
The difference in retail/DTC in North America and Europe/UK
Why Kellogg’s thinks of DTC as an innovation channel to test, learn and get better - get your messaging down
Conducting digital research using FB and IG
Why it’s difficult for larger companies to be scrappy and to take on DTC
Evaluating content and being more resourceful/scrappy
What Kellogg’s is building with MWELL
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