In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Laura Briggs, Head of eCommerce Excellence at Philips.
Laura shares how her team drives category growth across Philips' consumer goods portfolio (Sonicare, Avent, Grooming & Beauty) by establishing a universal focus and analyzing the core drivers of consumer growth as a key framework. She emphasizes that eCommerce is a team sport, explaining how her team aligns cross-functional partners around core KPIs, prioritizing the Digital Shelf as the essential foundation.
She shares the challenge of achieving scale and consistency globally, focusing on designing solutions for different personas, from super users to executives. Finally, Laura offers her "blue sky" vision for a commercial operating model, which would involve eliminating the divide between sales and marketing to achieve unified growth.
Key Takeaways
- Use Category Growth as the single, non-negotiable objective to align diverse global teams and business units
- Prioritize maximizing the Digital Shelf (content, availability, and visibility) as the essential foundation for effective eCommerce investment
- Treat eCommerce as a "team sport" by fostering empathy to ensure critical adoption and consistency across all functions
- The ideal commercial model eliminates the divide between Sales and Marketing to create unified growth leadership
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