Growth Oriented Brand Marketing with Kimberly-Clark's Luke Kigel

Aug 8, 2024

Luke Kigel, VP of digital marketing & consumer experiences at Kimberly-Clark, shares insights from his diverse background with brands like J&J and Walgreens. He discusses how modern marketing must adapt to digitally influenced consumers. Luke emphasizes the importance of full funnel marketing and shares what makes a successful campaign. He also dives into the evolving world of retail media, the role of innovation in marketing, and how strong internal relationships drive effective consumer engagement strategies.

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Intro

00:00 • 3min

Sustainable Denim Recycling and Innovative Advertising Strategies

02:31 • 2min

Engaging Consumers: Marketing Strategies in CPG

04:02 • 5min

Transformational Leadership in Marketing

08:53 • 28min

Navigating Innovation in Marketing

37:17 • 8min

Audience Engagement and Community Growth

45:13 • 3min

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The CPGGUYS are joined in this episode by Luke Kigel - VP of digital marketing & consumer experiences at Kimberly-Clark.

Connect with Luke Kigel on Linkedin : https://www.linkedin.com/in/lukekigel/
Connect with Kimberly-Clark on Linkedin : https://www.linkedin.com/company/kimberly-clark/
Connect with Kimberly-Clark online : https://www.kimberly-clark.com/en-us

This discussion is all about modern marketing and catering to today's digitally influenced consumer and what skillsets are required to make today's brands elite.

Here's what we asked Luke :

1. Your career passes through elite brands like J&J, mediacom, Universal Mcann, OMD, Walgreens including retail media leadership. Take us through the years to KCC and what advice do you have for someone wanting to follow in your steps?
2. How have your past experiences at agencies, especially UM, shaped your plans for this role?
3. How does Kimberly-Clark approach full funnel marketing? Which one wins - upper or lower funnel? What does a full funnel marketing campaign look like?
4. How do you advocate for the perfect campaign at KCC - what constitutes a great campaign?
5. How do you help measure media success? What kind of metrics do you use and advocate for in your MMM?
6. Retail media - the crazy world that’s shaped over the last 4 years. You even have experience running an RMN in your previous role - what is going on?
7. How do you partner with brands on innovation? What is your innovation philosophy and how do you partner with retail to activate?
8. The last question is called fast forward - what’s the next evolution of the consumer and the shopper journey? What are you planning for?

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