Zalando Strategy Day – 3rd Edition

Posted by sarah.ruzgar in Events , December 8th, 2016

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This week we hosted the third edition of the global z² Zalando & zanox Strategy meeting at our HQ office in Berlin. Each year we bring together the Zalando and zanox account managers from 12 countries across Europe, for a day dedicated to sharing insights, best practices and new ideas as well as the opportunity to map out the strategy for the coming year.

We have proudly partnered with Zalando for over six years, and having seen the impact the previous editions of our strategy meetings had on strengthening our alignment globally and implementing new initiatives that resulted in better partnerships with publishers, we were keen to continue facilitating this event. As in previous years, Global Project Manager Florian Wallner organised and moderated the day.

Following breakfast to help prepare the group for the busy day ahead, CEO of the zanox Group Mark Walters opened the day with a welcome speech providing an overview of the Group’s position and plans for 2017, stating that “alignment is necessary in order to advance and drive ourselves forward.”

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Next it was time for Affiliate Window’s Innovation Director Edwyn McFarlane to share “Where is Affiliate Marketing Heading?”.  He took an unusual yet inspiring approach of using sci-fi film classic ‘Back to the Future’ to explore the idea of an ‘alternate reality’, where he demonstrated how we how have the ability to disrupt the course of affiliate marketing, by looking at additional attribution models and working together to create the ideal 2017 strategy.

Samantha Wnuk, Zalando’s Head of International Affiliate Marketing then walked everyone through the latest developments at Zalando, with emphasis on the investment into their technology and shared a history of the advertising campaigns the brand has embarked on – from their first UK television commercial, to their recent ‘My Park’ collaboration with Beyoncé and her ‘Ivy Park’ clothing line.

After a quick coffee break, it was time for three short presentations showcasing innovation at zanox for Product, Business Intelligence and Publishers. First up, Product Marketing Manager Chris Loonan shared zanox’s product roadmap for 2017 and held a Q&A where the group had the opportunity to ask questions about the platform. Then Global Client Strategy Director Kevin Edwards explored the business intelligence tools zanox uses to produce our global insights, using the recent example of our Black Friday data.

The final session before lunch was held by Global Publisher Development Team Leader Melani Kumaladewi, who ran through the support that the team can offer for the local zanox and Zalando markets including maximizing global opportunities, creating bespoke publisher strategies and international expansion for publishers. She then discussed the latest publisher trends and opportunities available on our network, finishing up by showcasing some of the tech enablers zanox is paired that has helped open up partnerships between editorial sites and social media influencers.

After lunch each territory took in turns to share their highlights from 2016, as well as what could have been improved on. This session proved particularly useful for everyone to see what was working in each market and gain inspiration for new campaigns.

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This then provided the perfect segue to begin a two hour session dedicated to each country splitting off to review 2016 and create strategies 2017.

After a productive day, it was time for the teams to be rewarded for their hard work with a festive evening. Florian took the group to the scenic Gendarmenmarkt for a mulled wine reception before an intimate dinner at Lutter & Wegner, Berlin’s historic wine-house founded in 1811.

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“Once again our z² event proved to be invaluable for all teams involved in the Zalando and zanox partnership. We’re thankful to those who participated and are excited to work on the action points from the day, and in time reveal our plans to improve the programmes with our publishers.” Florian Wallner, Global Project Manager

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