Interviews, insight & analysis on digital media & marketing

My Best Marketing Tip: “Be your consumer”, Charles Steinmyller, Senior Brand Manager for Tampax Europe at Procter & Gamble

By NDA columnist Tom Ollerton, founder, Automated Creative

It’s been said before but, putting the consumer at the very centre of your marketing strategy will yield the best results, according to Charles Steinmyller, Senior Brand Manager for Tampax Europe at Procter & Gamble. His top tip is to always make sure you’re doing the job that the consumer expects you to do.

It may seem unusual for a man to head a feminine care product’s branding, but Charles has welcomed the challenge by working first on the Always range, and now more recently on Tampax within Procter & Gamble. Creating a strategy that matches consumer expectations across Europe is his biggest challenge, since attitudes and priorities can differ quite widely.

At the same time, consumer knowledge is the key to understanding how to shape a winning marketing strategy. Deliver on the basic promises of the brand, and consumers will identify with your brand ethos and maintain their interest in your product.

A huge priority for P&G is environmental impact and sustainability, with the impact of plastic use being a big part of this. So, for French consumers, reducing plastic use is big item on the agenda when choosing brands they want to purchase from. While this may not align with consumer expectations in all other European markets, Charles thinks that working in P&G gives him enough opportunity to scale his efforts. This means that if one initiative is done at a smaller scale in one market, it can gain momentum over time and open up the opportunity for other markets to benefit from it subsequently, too.

Charles is a big believer in brands taking part in the circular economy and coming up with ways to change from simply wishing for a more positive future, to actually living it, one step at a time.

Listen to Charles’ thoughts on embedding the circular economy in product development and brand marketing, as well as more top marketing tips, here:

The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands’ media impressions into marketing intelligence. Find out more at


More posts from ->


Being on the outside  – be considerate in communications

It has been a pretty rough year / 18 months for the industry – with that very buoyant employment market suddenly taking a turn for the worse, and a succession of significant layoffs across the market, on the demand and supply side.

It can be a jarring experience for those that lost their roles, and for some even their own sense of self. I know, because I experienced it this year after 15+ years of continuous employment


Emma Newman: how do you drive media performance with sustainability in mind?

The UK is in dire need of concrete climate action. Unfortunately, instead of decisive steps, we’re witnessing hesitancy and delay from the government, which puts us on the brink of missing our crucial emission reduction targets. It’s high time the industry prioritise short- and long-term initiatives to reduce emissions today and in the future thus providing future generations with greater environmental security.


Related articles


Why consumers impulse spending matters for brands  

Gen Z and millennials have a significant impact on global consumer sales. These groups possess strong purchasing power. Our own research shows that more than two in five (41%) of Gen Z and millennials are now making impulse purchases at least once every 2-3 weeks, which presents a significant opportunity for retail brands. So how can brands best engage with these consumers? The key is to understand changing consumer spending habits and what’s driving their purchases.