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The CPG Guys are joined in this episode by Walid Benchama, Global Director of Shopper & Channel Insights at the Coca-Cola Company,
Follow Walid Benchama on LinkedIn at: https://www.linkedin.com/in/oualidbenchama
Follow Coca-Cola on LinkedIn at: https://www.linkedin.com/company/the-coca-cola-company/
Follow Coca-Cola online at: https://www.coca-colacompany.com/
Walid answers these questions:
1) Walid, your career journeys crosses countries and has both brand management and insights. Take us through the years starting out in Morocco to BIC and now Coke?
2) Tell us about what you think has changed in shopper centric journeys over the last few years? Is the path to purchase now exclusively led by digital? Do
3) What about innovation launches - is the right way digital first for brands?
4) Is today’s consumer experiences in digital engaging and what about in store which is still largely linear?
5) In a world of omnichannel consumers where the digital reach of most brands has exploded in the last 3 years, how are you staying ahead, are there specific suggestions you would give brands?
6) Let’s go to talent. No organization can be successful without the right people and employees. What makes a good insights leader - what is their DNA? How do they focus on growing brands?
7) POS and the checkout experience - why is that largely still not monetized and what tactics can one employ to drive impulse and conversions at POS?
8) The last question on the cpgguys is always ‘fast forward’ - Where is the practice of insights going? Does AI change everything?
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Global Director, Shopper & Channel Insights
Walid is the Global Director, Shopper & Channel Insights at The Coca-Cola Company. He spent his 13+ years of experience equally between the insights and the brand building functions, operating in culturally diverse and different markets in Africa, Middle East and North America, driven by his passion for innovative thinking, grounding business decision-making into consumer & human centricity; and the thrill in finding and developing talent.
In his current role, he will jointly build and establish the futures practice in the areas of unified commerce journey understanding, channel futures and moments of truth behavioral approaches.
When he's not working, Walid is likely indulging in creative writing, creating stories and scripts, perfecting his French baking skills, passionately debating the cinema d'auteur and reviewing online the best food spots in town.
