My Ecommerce Hero is a series celebrating brilliance in ecommerce, in association with eCommerce-speakers.com, an initiative from Entropy‘s Alex Tait to encourage more female speakers at industry events. We’re asking leaders in the ecommerce sector to nominate their own heroes and explain what they’ve done that’s so important.
Keng Zhing Ng is Digital Commerce Director, Mars Wrigley UK. Before joining Mars, he held leadership positions in RB and while at Ernst & Young he worked across brands including GSK, Diageo, Kraft/Cadbury and Coca Cola.
Who is your ecommerce hero?
Gary Vaynerchuk — Vayner Media CEO.
What has he done to win hero status in your eyes?
Test and learn in the social media space in terms of different posting formats, different content creation approaches to social media platforms and continuous experimenting with different social media mechanics.
How has his heroism helped drive ecommerce?
By driving a movement of self starters in the space of social media and encouraging a big drive in the use of social influencers. The continuous test and learn approach by Vayner Media is a way to illustrate how social media is evolving at lightning speed to capture under 25s’ attention.
This content creation drives better engagement and brand recall. This is a corner stone and foundation to create social commerce.
What the biggest challenges in ecommerce we need another hero to solve?
The data analytics foundation. Currently there are so many different standards of ecommerce data, such as GS1 ProductDNA, Google Analytics, Social Analytics, Brandbank, and native content standards.
How effective channels like social media , search, trade spend, promotions and conversion optimisation mechanics are is becoming increasing hard to measure. Something that measures these mechanics in one big marketing mix platform would be awesome.
What is your most heroic personal achievement so far in ecommerce?
Building an internal Digital EPOS engine that is better than Nielsen’s.
Is there a diversity problem in ecommerce and how can we best address it if so?
Not in the Mars Wrigley ecommerce team. I think it depends on the ecommerce leader and the culture of the organisation.
My team has a make up of diverse individuals from a gender, culture, ethnic, thinking styles and language perspective. We have associates from Chile, Malaysia, South Africa and UK.