In this episode, Paul sits down with Jack Hinchliffe, CMO of KFC UK&I, to discuss the latest trends and strategies in customer data and loyalty. Jack is a seasoned commercial leader with extensive experience working across some of the world’s most beloved food brands. He has been instrumental in driving change that has made KFC more relevant, distinctive, and accessible to customers.As brands compete for customer data and loyalty, Jack offers valuable insights on the ultimate strategic drivers behind these efforts. He shares his perspective on the shift we’ve seen in companies like Tesco, moving from a points-based system to an immediate value exchange. You will hear how KFC transformed from a brand that was ‘out of touch and irrelevant in culture’ to achieving the strongest share gains on record and being awarded 2021 Brand of the Year by Marketing Week. He offers an insightful and balanced view on what it takes to evolve a brand through collaboration, both internally and externally.Don't miss the opportunity to gain valuable insights and inspiration from one of the industry's top leaders. Stay tuned until the end of the episode where Jack shares his advice for all marketers, offering valuable tips and guidance to help you take your marketing strategies to the next level. Support the show

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