You know you’re good at your job when a new role is created for you. And that’s exactly what happened to Beth Glancey, who was recently appointed to the Australia team in the newly created position of marketing director. Joining the team from David Jones where she was the online and ecommerce marketing manager, Glancey brings to Benefit a wealth of retail knowledge and expertise in digital marketing and in-store customer experience.
“Beth's strategic marketing expertise and leadership will ensure we continue to do what we do better and better - to sell fun and confidence, and be the most empowering and entertaining beauty life brand in Australia,” says Benefit Cosmetics Australia general manager Justin Fullerton. Glancey will lead the marketing and merchandise team.
BD chats to Glancey about her career history and joining the Benefit Australia family.
Can you talk me through your career path?
I joined Benefit from David Jones, where I was the online and ecommerce marketing manager. I was responsible for driving the overall digital and online marketing strategy, integrating online throughout the business, and innovating the in-store customer experience. I was recruited to David Jones originally to head up the launch of the department store's new online webstore, which successfully launched to market in 2012, and continued in my role to manage the overall online business and strategy. David Jones online is now one of Australia's largest online retail businesses with over 200,000 live products, experiencing exceptional sales growth beyond business expectations. Throughout my time at DJs, I also worked on a variety of 360 campaigns including everything from fashion launch and Christmas to clearance and celebrating David Jones’ 175th birthday.
Prior to my time at David Jones, I was the online marketing manager at Toys"R"Us Australia where I was responsible for the overall online and digital strategy and customer experience. I launched many firsts during my time at Toys"R"Us including their first eCommerce site, CRM, online gaming, loyalty, online gift registry, lay-by and more. I also launched the company’s first local social strategy and launched the companies first Facebook page. During my time at Toys"R"Us, my team won the Toys"R"Us Global Marketing Award of the Year for our world class partnership with Disney in launching a best practice 360 launch for Toy Story 2 into the local market.
What attracted you to the role at Benefit?
The brand, first and foremost. I had always loved Benefit and been loyal to the Browbar Services - gotta love that Bene Brow Arch! After researching more about the brand and learning about their unique position in the market - in that Benefit provides customers with real beauty solutions coupled with a highly non-traditional marketing strategy - I became even more interested. I believed my experience from having worked on the retailer side for the past seven years, which exposed me to a wide breadth of brand and retail strategy, would bring a unique offering to the marketing director role. And finally, after interviewing with Justin and learning about the Benefit DNA and culture, I knew within the first five minutes that this was the job for me!
What will your position entail?
My position will be highly varied as I’m responsible for product marketing, visual merchandising, digital marketing, events and promotions and PR. We're a small team that work extremely collaboratively across all channels and as a result, everyone does a little bit of everything. A day in the life of a Bene Babe can entail everything from long-term strategy planning, budget reviews and product forecasts to work-shopping instagram posts and sourcing pink flamingoes for staff events. My main objectives within the role will be to elevate the Benefit brand within Australia, raise brand awareness and continue to find new and innovative ways to acquire new customers and engage with our existing ones.
How does your position at Benefit compare to the role at David Jones?
My role at David Jones was heavily focussed on digital and the e-commerce business where my main objective was to drive the online profitability and promote the omni experience. I led the online business and worked collaboratively alongside the wider marketing team on 360 campaigns. At Benefit, I am leading the overall marketing function, which is so much fun! I jump out of bed of a morning with ideas running around my head. It’s so exciting to see your imagination manifesting into ideas which turn into campaigns.
Does an online marketing manager role differ to that of a marketing director?
My experience working as an online marketing manager would be invaluable in any marketing function in today’s world. Years ago, we defined online marketing as a channel because it was so different to what we'd always done, however, I now view it simply as all marketing. Our Bene Babes are interacting with us across all channels and expect us to be everywhere providing a consistent experience - whether that’s through social, on counter or somewhere in between. The lines between online and offline are blurred - customers are using technology in the physical world to engage with brands and their networks and vice versa, and we as a brand need to be there providing new and innovative ways to engage to ensure we remain relevant. There are differences, though. As a marketing director, I am responsible for all channels. I need to consider more than the online customer and their experience. It’s fun because now I get to influence our Bene Babe's experience across all their interactions with Benefit. What a lucky position I am in...
