Natasha Zarach: Culturalising campaigns and international marketing in China to authentically engaging scientists and marketing innovations globally.
Update: 2023-09-11
Description
Life, Science & Marketing Podcast: Episode 3
Guest: Natasha Zarach, International Head of Marketing at Veolia
Natasha's Background:
- International Head of Marketing at Veolia with experience across technology, environmental science, and global marketing
- Previously worked in product management, sales, and marketing in the technology industry
- Moved to Veolia over 10 years ago to work on science and healthcare markets
Key Discussion Points:
- Culturalising campaigns for international marketing instead of just translating
- Marketing effectively in China including understanding the different landscape
- Authentically engaging scientists as the most challenging audience
- Exciting innovations happening with AI for drug discovery
- The importance of curiosity and learning across the entire organisation
- Missed opportunities in connecting data across organisations
Key Quotes:
- "Go back to the culturalisation versus localisation point - that is absolutely key."
- "Scientists are the toughest people to market to, rightly so. Their psyche is to question everything."
- "Be willing to change and experiment - like switching our strategy from offline to online back then."
- "As a marketer you're representing everything in the organisation. It's important to understand the bigger picture."
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