Strategy Sessions Marketing Podcast with Amy Smith (Les Mills)
Les Mills is a global fitness brand and Amy Smith is their European Marketing Director. We talk purpose, brand management and learning. Amy is the Regional Marketing Director at Les Mills, the global leader in group fitness. She is responsible for leading the European marketing strategy and driving business performance across the region for consumer, Instructor and B2B audiences. Being part of a brand that’s on a mission to create a fitter planet, Amy is able to combine her love of fitness and travel in order to make a real difference to people’s health and wellness. In this episode we discuss: What / who Les Mills is and the company background The focus on creating and evolving the perfect Les Mills product How has the business model evolved due to Covid Moving to a Direct to Consumer model while still supporting their instructors Brand management in a product business Brand purpose and what that means at Les Mills Equality, diversity and inclusion at Les Mills Managing a global brand across Europe Amy's previous roles The importance of training and mentors Podcast Recommendations How To Fail with Elizabeth Day High Performance Podcast Shaun Wane episode Shaun Wane on the BBC History of Les Mills Digital Marketing Strategy Course My Digital Marketing Strategy Course in partnership with the University of Vaasa (Finland) is available now for just €249. It’s perfect for small business owners, entrepreneurs and those who want to get a better understanding of what marketing strategy is and how to embed that strategy across an organisation. Sign up for the programme here: https://univaasa.teachable.com/p/digital-marketing-strategy Amy Smith Amy is passionate about people in every sense. With a team based across Europe, coaching and navigating them through the pandemic to emerge stronger than ever has been crucial and one of the most rewarding points of her career to date. During her time at Les Mills she also became a certified Les Mills GRIT coach to truly get in the shoes (trainers) of the Instructors. Prior to joining Les Mills, Amy was Group Product Manager at L’Oréal. While at L’Oréal she delivered 3 successive years of double-digit growth on French pharmacy brand, Vichy, and won a L’Oréal international digital award for Best Integrated Marketing Campaign. Amy began her career at Procter & Gamble where she led the DTC and eCRM programme across a diverse portfolio of brands, include Gillette, Pampers & Fairy. She then became Senior ABM for Oral-B, one of P&G’s billion-dollar brands. Outside of work, Amy loves all things sport, adventure and travel. Currently training for a Triathlon (and trying to embrace the chilly lido temperature) and dreaming of getting back on a plane and exploring more of the world. Find Amy on LinkedIn. Andi Jarvis Find me on Twitter or LinkedIn. Make sure you subscribe to get the podcast every fortnight and if you enjoyed the show, please give it a 5* rating.