Beiersdorf's Axel Adida on Staying Relevant with Your Strategies, Skills, and Technologies

Max speaks with Axel Adida, Chief Digital Officer at Beiersdorf. They discuss how marketers need to be flexible "in mind and skills" with technological and customer behavior changes, especially when initiatives like cookie deprecation are shifting how to grab customer attention. They also talk about how unique content leads to self-select personalization, what tech trends are impacting marketing today, and how learning hard skills improves problem-solving.

 

Topics discussed:

• The need for flexibility "in mind and skills" with changes in customer behavior and evolving channels.
• Why customers will gravitate towards content tone and angles that resonate with them in self-select personalization.
• How marketers are rethinking data ownership and focusing on which signals are important as cookie tracking changes.
• How to increase loyalty by bringing freshness and constant interest in the brand.
• Why marketers should prioritize having a robust yet simple tech stack and skilled teams.
• Which technology and trends — like generative AI and the rise of influencers — are impacting consumer marketing today.
• Why learning hard skills like data, systems, or programming can help marketers become better problem-solvers.