Speaker: Stephen McKillop

Company: Diageo

Position: Global Brand Asset Management Lead

Steve started with Diageo in 1999 with GB field sales; with a passion for Guinness, it was a life’s ambition to work for the famous Irish Stout. Quickly moving through sales teams, he moved to Diageo’s head office in London as planner for fledgling off-trade field sales team. From here, Steve headed up the GB Sales Operations department, introducing innovative digital sales tools and reporting solutions and then on to several customer marketing roles before joining Global Procurement to work on SmartBrand delivery. The recently launched DAM system was Diageo’s marketing approval and asset library tool and the build was heavily influenced by the company’s legal team; it was superb at what it did, but didn’t really consider the marketer’s user experience –Steve’s customer marketing experience was used to develop the platform into a series of tools that had the user at the heart of it, driven by the business’ need for compliance and cost efficiencies. After 2.5 years Steve was given the global lead role for the platform and has concentrated on delivering a best-in-class DAM system. Smartbrand is recognised today as a leading case study for owned DAM/WIP platforms within a multi-consumer brand environment. Over 15k active users, 300k downloads, 17k approval project seeing 125k approver interactions in the past twelve months are just the beginning of the story.

Stephen McKillop is speaking during the following sessions:


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