<p>In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Laura Briggs, Head of eCommerce Excellence at Philips.</p><br><p>Laura shares how her team drives category growth across Philips' consumer goods portfolio (Sonicare, Avent, Grooming &amp; Beauty) by establishing a universal focus and analyzing the core drivers of consumer growth as a key framework. She emphasizes that eCommerce is a team sport, explaining how her team aligns cross-functional partners around core KPIs, prioritizing the Digital Shelf as the essential foundation.</p><br><p>She shares the challenge of achieving scale and consistency globally, focusing on designing solutions for different personas, from super users to executives. Finally, Laura offers her "blue sky" vision for a commercial operating model, which would involve eliminating the divide between sales and marketing to achieve unified growth.</p><br><p>Key Takeaways</p><p><br></p><ul><li>Use Category Growth as the single, non-negotiable objective to align diverse global teams and business units</li><li>Prioritize maximizing the Digital Shelf (content, availability, and visibility) as the essential foundation for effective eCommerce investment</li><li>Treat eCommerce as a "team sport" by fostering empathy to ensure critical adoption and consistency across all functions</li><li>The ideal commercial model eliminates the divide between Sales and Marketing to create unified growth leadership</li></ul><p><br></p><hr><p style='color:grey; font-size:0.75em;'> Hosted on Acast. See <a style='color:grey;' target='_blank' rel='noopener noreferrer' href='https://acast.com/privacy'>acast.com/privacy</a> for more information.</p>