The newly created position of global marketing director at OTCF (owner of, among others, the 4F brand) has been taken by Marta Najbert-Sykulska. Her responsibilities will include creating and implementing the marketing strategy in Poland and on foreign markets.
OTCF is a Polish company born out of a passion for sport. It specialises in creating, producing and selling sports clothing and accessories for consumers and professional sport. Its portfolio includes the 4F and Outhorn brands, as well as the multibrand 4Faces stores. OTCF's idea is to combine competencies and technologies from the world of sport with the world of style and fashion.
Who is the new director?
Marta Najbert-Sykulska has experience in, among others, the Retail, FMCG and B2B (Consulting) sectors.
Experience at PANDORA
For the past 9 years she was associated with the Pandora brand, where she was responsible for brand expansion – from development to implementation – in more than 30 markets in Central and Eastern Europe, the Middle East and Asia.
Terms from the article
B2B — Business-to-Business / company to company. A business model in which a company sells products or services to other organisations. The decision-making process usually involves more people, a longer sales cycle, tendering and expert content.
Why it matters: It forces a different kind of communication: the decision is made by a committee, the cycle lasts for months, and the content must convince an expert, not a consumer. Effective B2B marketing is knowledge and trust, not impulse.
When it is used: When selling to companies: expert content, long cycles, tendering, business relationships. It is applied in two areas: B2B marketing and as a business model (company-to-company sales).
What can go wrong if it is omitted: Treating a business customer like a consumer ends up as a campaign that sparkles but never gets through the purchasing department.
