Unveiling the Epic Mistakes That Transformed CMOs from Retail Giants Tesco, Costa, and Octopus

Every marketing leader has a cautionary tale that has been instrumental in shaping their career to where it stands today. This was the resounding message conveyed during a panel discussion on career mistakes at Our Website's Festival of Marketing, held on 5 October. Esteemed marketers from the UK shared their personal experiences and opened up about the pivotal mistakes that helped define their professional journey.

Tesco's former chief commercial officer, Alessandra Bellini, issued a cautionary note about the consequences of not backing up intentions with investments. She pointed out the negative implications of proclaiming to prioritize customers while engaging in actions that are subject to scrutiny. Bellini specifically referenced Tesco's revamp of its Clubcard program in 2018, a move aimed at streamlining its value to customers.

Bellini further clarified that the data indicated long-term benefits for customers with the new offer, and it was intended to be implemented shortly after its announcement.

Bellini, despite her discomfort with the rapid change, was relatively new to the business and believed that proceeding with it would ultimately benefit the company. However, she soon realized that the situation had taken a turn for the worse. Customers were outraged by the lack of notice and accused the supermarket of devaluing their experiences. Bellini jokingly admitted to the audience that she had "broken Tesco" early on in her role.

In light of these events, Bellini explained that the decision had been postponed to allow Tesco customers sufficient time to use their remaining vouchers. Additionally, she acknowledged the need to better communicate the rationale behind the decision to the media. Reflecting on the experience, she humbly confessed, "I have learned a valuable lesson that it is their money, not ours." She emphasized the importance of prioritizing customers and recognizing the responsibility associated with managing their funds, even if it ultimately leads to a positive outcome.

Be selfish

In a more intimate context, Rebecca Brook, the global commercial, marketing, and innovation director at Costa Coffee, shared her journey to becoming the marketing director at a private equity firm at the age of 32. She reflected on the "distinct level of intensity" that accompanied her position and expressed confidence in her ability to balance a three-hour commute, raising her one-year-old child, and meeting the demands of her role.

"It nearly shattered me. I was teetering on the edge of exhaustion," she admitted. However, she persevered because she believed that if she didn't, someone would doubt her dedication to the position and the company.

Recognizing that she had transformed into a mere reflection of her former self, she realized that one must be somewhat "self-centered" in the workplace in order to perform at their best. "You have to prioritize yourself wisely," she remarked. She proceeded to explain how she reversed the situation by engaging in a conversation with her boss, informing them of her requirements.

“It can feel initially, as you’re coming up, quite daunting but if you have that conversation then people accept it and you get to fulfil your potential,” she added.

Not so Dandy

Rebecca Dibb-Simkin, the chief product and marketing officer at Octopus Energy, was the final marketer on the panel. She shared a personal experience about the challenges she faced with a boss who didn't see her fit in the company and emphasized the significance of speaking up.

In the early stages of her career while working at Ogilvy, Dibb-Simkin was entrusted with the task of verifying the suitability of a costume they had designed and produced for a specific brand. However, upon inspecting the costume, she immediately felt that it didn't resemble the intended character as envisioned by the agency. According to her, the costume "resembled Desperate Dan to some extent."

Trusting that someone at the agency had approved it, Dibb-Simkin chose not to make a fuss and avoided arguing with the adults about the replication's quality. Upon the mascot's arrival at the agency, she distinctly remembered the creative director standing with crossed arms and bluntly stating that it bore no resemblance to the character featured in the TV advertisement.

The lesson she learned from the entire experience is to trust your instincts when you sense something is wrong and speak up about it. She emphasizes that it is important not to assume that someone else has already checked. According to Dibb-Simkin, those who advance in their careers are often the ones who are proactive and willing to take on challenging situations. As you progress in your career, it will be your responsibility to make difficult decisions, even on a Friday afternoon.

After sharing their experiences, Brook summarized it by advising that one should have a strong resilience. She referred to it as having a "metal rod" down your spine. Brook stressed that while it is natural to feel down or sorry for yourself for a short time, it is crucial to quickly regain your composure and take charge of leading your team.

Bellini emphasized the importance of taking responsibility for mistakes but also stressed the distinction between the person and the error. She asserted, "You should own your mistakes, but remember, they do not define you. While there is accountability, you must remember that you are separate from your mistakes."