247: What It’s Like to Manage the Global Marketing Strategy for a 9-Figure Business

Being in charge of the global marketing strategy for a 9-figure business is no simple feat.

Our guest today is Andrew Rosch, Director of Channel Marketing Strategy for Trek Bicycle.

He joins us to talk about what it looks like to manage a global strategy team for a huge global organization, the importance of only focusing on a few key metrics, why email is still his favorite marketing channel, organic content strategies that are working for Trek, and much more.

If you’re growing a large business, or you have aspirations to grow into a large business, you won’t want to miss this episode.

Enjoy!

Episode Highlights

• 6:19 What it means to be the Director of Channel Marketing Strategy.
• 7:44 Finding harmony between brick and mortar and ecommerce.
• 9:27 The Trek customer journey both on and offline and how it overlaps.
• 13:02 How Trek avoids alienating its broad-range of customers with its organic content.
• 15:22 The first test influencers have to pass before working with Trek.
• 16:12 How Trek approaches the seasonality of the bike business.
• 18:49 Andrew’s philosophy on measurement and why Trek’s global digital marketers are only responsible for 5 key KPIs.
• 21:23 What the Channel Marketing team at Trek looks like.
• 23:58 How Andrew empowers his global team to share new ideas.
• 25:27 This Director of Channel Marketing Strategy’s favorite marketing channel.
• 27:01 Andrew’s email marketing tech stack and team.
• 29:16 Balancing experimentation and systemization.
• 31:14 Three things Andrew’s learned in his career that have contributed to his success.
• 35:05 In ecommerce, what you see is rarely the whole picture.
• 40:02 The importance of going down the rabbit hole and finding out the larger context of what we see online.
• 43:17 When you create content, assume that whoever is going to see it has never seen anything from your brand before.
• 46:23 Having a brand is key when you’re thinking about business longevity.

Links And Resources

• Trek Bicycles
• Bronto
• Justuno
• Litmus
• 233: Agencies Aren’t Your Enemy: How to Work Together & Build a Better Brand
• @AndrewRosch on Twitter
• @a_brawn on Twitter
• @andrewfoxwell on Twitter
• Brand Growth Experts
• Foxwell Digital
• Review or subscribe on iTunes