A Chat with the Marketing Director of Zalora, Alin Dobrea

The CMO Chats Newsletter brings invaluable insights from the world’s CMOs straight to you. Learn about the unique challenges they face, the marketing opportunities they explore, and the innovative strategies they deploy.

For the upcoming newsletters, we'll be catching you up with our recent conversations with notable marketing leaders around the globe. In this installment, we have the Marketing Director of ZALORA Group , Alin Dobrea , who discusses integrating storytelling with demand generation, adapting to market changes, and proving marketing’s organisational value.

Here’s a glimpse of what you’ll learn:

• The journey to marketing mastery often grows through varied experiences in different roles, showcasing the importance of a diverse background in developing effective marketing strategies.
• Successful marketing campaigns often feature innovative approaches like creating immersive pop-up experiences that seamlessly blend online and offline elements to boost customer engagement.
• Significant challenges in the field include adapting to shifts in how customers use platforms and consume media.
• The anticipated future of marketing points towards a significant role for artificial intelligence to streamline operational tasks and allow marketers to focus more on creative and strategic efforts.
• Leveraging advertising platforms for 360 campaigns, which includes using retail media and strategic partnerships to enhance brand-customer connections.

Keep reading to get a snippet of what's in store in the full discussion! To watch Alin's interview , you can head over to our CMO Chats interview series on YouTube. You can also listen to the interview on Spotify , or pour yourself a cup of coffee and read the full interview . Subscribe to the CMO Chats newsletter on LinkedIn to keep up-to-date on our conversations with today's marketing leaders.

What are your biggest marketing challenges at the moment?

There are quite a few. From my perspective, the key ones are related to the developments in terms of the platforms that are being used for marketing. There’s a lot of shift in terms of where customers are hanging out and platforms that customers are utilising. Then there are a lot of customer insight changes in terms of how customers consume media and how customers interact with brands. That leads to the question of how brands can stay relevant in culture. What sort of campaigns and what sort of experiences do brands need to offer customers to remain relevant?

Another big challenge, I think, has to do with the part of the business that I mentioned in terms of retail media, where we are constantly innovating and updating our platform to allow our partners to deliver better performance and better campaigns. A big part of this has to do with also utilising the power of artificial intelligence and making things easier for our brand partners to engage with customers.

“What sort of campaigns and what sort of experiences do brands need to offer customers to remain relevant?”

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