162. Russell Close, Global eCommerce Director at Carlsberg: Beer Commerce

Russell Close is Carlsberg's Global eCommerce Director. In this unique role, he overlooks the Danish Brewer's Digital Strategy across Global Markets, from Europe to Asia. Having worked in Online for many years at the likes of Coty, he comes to the show to explain the uniqueness and what attracted him to the category, the current status of it and the key routes of growth. Christina and Daniel really enjoyed this conversation, which covered: Russ' current role and career path prior What he learnt setting up eCommerce in Beauty  Taking a role in a much less digitally advanced category five years ago The key pillars for growth Driving eGrocery across markets Looking at eCommerce as a full-funnel proposition Emerging Marketing Channels  More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian