Xanthe Prentice

Background

About Xanthe Prentice

What am I good at: 1: Knowing the Customer: • The target market, who are they, what is their behavioural norms and most importantly ……what do they think of our brand and products and services that we offer. Too often brand strategy and marketing campaigns are designed by committee around what we think the customer wants and of course our healthy growth targets of what we want to sell them. A little time understanding your audience (the third voice in the room), what they actually think about you can quickly aid clarity. Mining the intelligence of the people already in the business who have seen things come and go is also very valuable, what’s failed before? It always amazes me how cylindrical trends and business strategy is. As an old boss of mine always said: “it’s not rocket science”. It’s also not that complicated or expensive in our digital customer journey world that we live in. 2: Reading the future: • We get in to a new role and we get busy just doing the do, meeting deadlines, getting campaigns out on time. Something that I have learned to make time for as I got older and wiser, is to read the analytics…. really read them! Get the YOY reports, compare seasonal trends and spend vs conversion. A little time reading reports and socialising with stakeholders can help aid an insightful link and for me as helped me realise how to identify quick (cheap) wins on websites and better customer communications. 3: Team Work: • Authentic and fair leadership is a very valuable commodity, worth every dollar and time resource you spend on it, I was lucky to start my career and have over eleven years at The Warehouse Ltd. The work was challenging and hard sometimes, but Stephen Tindall’s mantra – “people are your best asset” was instilled in me. The actual work is only one half of the equation, how you get there is the other.