Digital Marketing Transformation Heroes: Nick Buckley, CMO, L’Oréal Nordics

Digital Marketing Transformation Heroes: Nick Buckley, CMO, L’Oréal Nordics

Published
February 2020

Why is Digital Marketing Transformation important?

Having realised they were behind some of their competitors when it came to digital maturity, the marketing team at L’Oréal knew they had to take action. “Digital transformation, at its core, has changed our entire business,” says Nick Buckley, Chief Marketing Officer, L’Oréal Nordics. But how do you work out how digitally progressive your organisation is? And who are the partners and people that can help you realise your digital goals? Here Buckley explains the driving forces behind L’Oréal’s digital transformation; why it's never finished, how to embrace the power of people, and why choosing the right collaborators is crucial.

Read more about L'Oréal's approach in our overview article.

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Our global CEO Jean-Paul Agon

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he says that digital is not the cherry on the cake, it is the cake.

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So that gives you an idea of how core it is

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and how important it is for us at L'Oréal.

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We at L'Oréal reviewed where we were on a digital maturity roadmap

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and to be honest, we believed that we were quite far behind where we should be.

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So in typical L'Oréal fashion we took that as the motivation

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to absolutely and fundamentally change every part of our organisation.

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So the digital transformation has changed at its core our entire business.

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Right the way from the new teams we've created, the new structures we've developed,

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also the upskilling and trainings we've delivered.

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So we now have trainings on data science, on SQL,

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on data analytics, on content creation, on influencer management.

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These types of trainings we just would not have even thought about 5 years ago.

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So my advice for those starting their digital transformation

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or my top tips I think would be three at its core.

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First one is the moment you think you've finished,

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that is when your competitors will overcome you.

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Number two: don't underestimate the power of people.

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So hiring the right people with the right skillsets

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and importantly the right mindsets.

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So creating a team environment I think has been key to L'Oréal's success.

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And number three: we could not do our job

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without working closely with the likes of Google and our agency partners.

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Because without their support and in particular expertise,

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L'Oréal just wouldn't have been able to do the things that we have done.

Digital marketing transformation: A 3-step organisational action plan