Future Commerce Step Into A Positionless Future
Jun 30, 2025
Rachel Parker, Global Head of Customer Marketing at FDJ United, and Pini Yakuel, CEO of Optimove, dive into the concept of positionless marketing. Rachel shares insights from transforming her organization’s assembly-line model to a more flexible approach, enhancing team morale and customer engagement. They discuss how AI speeds up processes and the importance of evolving team roles to expand capabilities. The duo emphasizes the need for internal communication and visionary leadership in navigating this bold shift, aiming to free marketers and optimize performance.
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Positionless Football Victory
- The PSG football team's win demonstrated the effectiveness of the positionless approach in action.
- Players constantly switch roles, showcasing versatility that trumps traditional fixed positions on the field.
From Assembly Line to Agile Teams
- FDJ shifted from an assembly line, multi-department process to one where a single person controls a campaign end-to-end.
- Expertise still matters, but the approach greatly improved agility and reduced errors in marketing.
Be Bold and Iterate Frequently
- To become more agile, replace complex tools with simple interfaces that empower a single marketer to deliver end-to-end campaigns.
- Be flexible, try bold changes, learn from failures, and iterate often for effective transformation.