Waitrose: What’s the Difference Between a Customer Director and a Marketer? by Outside In with Charles Trevail

Martin George has been a customer experience and brand innovator for more than 30 years. Now, he’s bringing his expertise to Waitrose, one of Britain’s largest grocery retailers. He explains his role as Customer Director, the evolution of marketing, and the forces that are driving change in business and consumer behavior.

In this episode you’ll learn:
• Advice and best practices that George has learned in his 30+ year career
• How his team and customers co-created a breakthrough innovation for British Airways
• Why, increasingly, marketing is about a combination of brands, employees, service and customers
• How a customer director influences an organization by acting as a customer advocate