Showpo CMO: “We Have AI Solutions Behind our CRM, Search and Social”

April Davis By April Davis | 19 Oct 2018

After being recognised as one of Australia’s top 50 CMOs at cmo.com.au’s annual awards, Mark Baartse talks about the initiatives that have gotten him to where he is today.

The CMO of online fast fashion retailer, Showpo has reportedly overhauled Showpo’s customer experience, using a clear marketing strategy as a vehicle to drive growth and revenue.
Recognised for his work with Showpo since joining the team in 2016, the Chief Marketing Officer went up against figureheads from businesses, like Commonwealth Bank, Unilever and Uber.
“This award reflects the work the team has done over the last few years on the complete customer journey, from our increasingly heavy investment into artificial intelligence to our deep focus on the customer experience,” Baartse said.
According to a statement from the retailer announcing Baartse’s achievement, he has led the team to a series of major commercial wins, which is reflected in the overall business’s plans for rapid expansion.
“We now have AI solutions behind our CRM, search, social, and visual merchandising,” he said, citing some of the strategies that have helped Showpo become the multi-billion dollar fashion empire it is today.
However, despite heavy investments in AI, Baartse says the company still sees the need for hiring more people within the business. “It’s exciting to expand the team across a range of areas, including brand, CRM, social and digital,” he said. The marketing team will also reportedly go through a period of growth, with plans in place to more than double the e-tailer’s marketing team over the next quarter.
Showpo’s CEO, Jane Lu says she’s pleased to see Baartse succeed, highlighting his ‘The Girl Gang’ campaign as a high point of his career with the business so far.
“The ‘Girl Gang’ campaign demonstrates our ability to recognise a need from our customer while retaining a strong commercial focus. Our marketing strategies are consistently implemented to deliver the revenue required to make it commercially impactful always with brand and community in mind,” she said.
According to Lu, this campaign highlighted the importance of marketing fundamentals, with the campaign representing the company’s strong brand strategy, while also achieving results.
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