Kelly Whalley

Global Head of Digital Marketing
Kingspan

Kelly drives the digital marketing strategy and development for the Insulated Panels Division across the globe and is currently leading the complete re-configuration of the Kingspan Group's web presence, covering 174 sites in all. This involves deep level cross-divisional working to restructure the way the Group and all its companies are presented online, including introducing new standard CMS technology, DAM systems and Marketing technologies to improve lead generation, promote cross-selling and uplift and standardise the whole brand experience of Kingspan across the globe. In addition, Kelly has responsibility for implementing best-practice, creating efficiencies and improving communication and sharing, all with the goal of supporting the wider sales force and strategic growth.

Check out the incredible speaker line-up to see who will be joining Kelly.

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Day 2: 8 December 2016

Sunday, August 7th, 2016

15:00 Case Study: How to Support Brand Coverage Whilst Avoiding Brand Dilution in Direct Sales

Kelly drives the digital marketing strategy and development for the Insulated Panels Division across the globe and is currently leading the complete re-configuration of the Kingspan Group’s web presence, covering 174 sites in all. This involves deep level cross-divisional working to restructure the way the Group and all its companies are presented online, including introducing new standard CMS technology, DAM systems and Marketing technologies to improve lead generation, promote cross-selling and uplift and standardise the whole brand experience of Kingspan across the globe. Today she will reveal:

Do direct sales truly enhance relationships with end customers and help build brand loyalty to the benefit of manufacturers?
How can market leaders whose product has become the reference protect the value stemming from their idiosyncrasies?
Why do organisations have to market at two levels: at the contractor’s level but also at the end-user level?
How can organisations enter new markets and become brand leaders?
How can quality become a differentiator in new markets with little product awareness?
Can customer data be accessed by manufacturers through direct sales?
How can placement among competitive offers be managed, controlled or influenced by manufacturers?