Shopper Marketing - May 2016 - 68


WHO'S WHO IN DIGITAL SHOPPER MARKETING & E-COMMERCE

WORLD KITCHEN: KEN BAUSCH, Vice President,

Global Digital Marketing

W

orld Kitchen has demonstrated a
much stronger digital-first mentality
in the last year. At the helm of its goto-market efforts is Ken Bausch, who says that
while he leads a "self-contained digital team,"
one of the things that gets him most excited
every day is the company's customer marketing team that acts as an "active, engaged and
enthusiastic partner as we approach digital."
Where and how the team is showcasing its
products, ensuring it has the right assets and
collateral, and only then thinking about the
physical stores is more the mantra today. "Previously it was the opposite," Bausch says, "so
it's been a great transformation and I think
we'll continue to grow and become more intertwined heading into the future."
Bausch, World Kitchen's vice president of
global digital marketing, found himself in the
middle of merchandising and IT after starting his
career as a department store executive trainee

68

y SHOPPER MARKETING MAY 2016

Photo by Brian Morrison

at Federated Department Stores (now Macy's)
and spending time at Coach, Lenox, Reader's
Digest and Oneida. He recalls being tapped to
help set up a digital structure at Lenox. "They
needed someone to run that business and that
department in general, and I got the nod because I had both merchandising experience and
was a technology person."
When he joined World Kitchen three years
ago as vice president of interactive marketing,
the company had very little in the way of digital
marketing, he says. But he and his team have
been able to transform the strategies in North
America through a centralized digital team that
handles all digital activities and has expanded
its efforts on a global scale - replicating successful models in the various markets the company does business in all over the world.
His new post reflects his current quest of ensuring the company is coordinating its digital
efforts globally in addition to in specific markets.



Table of Contents for the Digital Edition of Shopper Marketing - May 2016

Contents
Shopper Marketing - May 2016 - Intro
Shopper Marketing - May 2016 - 1
Shopper Marketing - May 2016 - 2
Shopper Marketing - May 2016 - 3
Shopper Marketing - May 2016 - Contents
Shopper Marketing - May 2016 - 5
Shopper Marketing - May 2016 - 6
Shopper Marketing - May 2016 - 7
Shopper Marketing - May 2016 - 8
Shopper Marketing - May 2016 - 9
Shopper Marketing - May 2016 - 10
Shopper Marketing - May 2016 - 11
Shopper Marketing - May 2016 - 12
Shopper Marketing - May 2016 - 13
Shopper Marketing - May 2016 - 14
Shopper Marketing - May 2016 - 15
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Shopper Marketing - May 2016 - 18
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Shopper Marketing - May 2016 - 21
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Shopper Marketing - May 2016 - 28
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