Uncensored CMO: Building Britain's Most Iconic Brands with Kerris Bright (BBC)

Host: Jon Evans
Guest: Kerris Bright, Chief Customer Officer, BBC
Release Date: October 9, 2024

Introduction and Kerris Bright’s Background

The episode kicks off with Jon Evans welcoming Kerris Bright, the Chief Customer Officer at the BBC, to discuss her extensive experience in brand building and marketing. Kerris shares her unique academic background, holding a PhD in Molecular Neuroscience, which paved an unconventional path into the world of marketing. At [00:15], she quips, “I have a Doctor of philosophy, but in molecular neuroscience,” highlighting the blend of scientific rigor and storytelling that defines her career.

Transition from Academia to Marketing

Kerris reflects on her decision to leave academia for marketing, driven by her passion for storytelling and data-driven strategies. At [00:52], she explains, “I loved the results, I love talking about it, I like piecing together the story,” emphasizing her inclination towards narrative and data alike. This duality, she believes, has been a consistent thread throughout her career, allowing her to excel in roles that require both analytical and creative thinking.

Early Career at Unilever

Joining Unilever’s trainee scheme marked the beginning of Kerris’s brand-building journey. She fondly recalls her time at Quest International, a B2B perfume and food ingredients business, where she even trained to be a perfumer before realizing her hay fever was a deal-breaker. Kerris highlights the invaluable training and leadership development provided by Unilever, stating at [04:29], “The level of personal development... has served me well as I've been able to have leadership positions going forward.”

Entrepreneurial Leap with Unipath

After three years, Kerris transitioned to Unipath, a consumer healthcare startup within Unilever, focusing on women’s healthcare. Here, she leveraged her scientific background to bridge the gap between R&D and marketing, gaining credibility within the organization. At [06:29], she shares, “It gets you more connected into the organization, a little bit more respected when you're talking with PhDs and R&D.”

Pivot to ICI Paints

Kerris’s move to ICI Paints was serendipitous, originating from a chance meeting facilitated by a Unilever connection. Despite initial reservations about shifting from a large brand-led company to a product-focused business, she embraced the opportunity to manage the iconic Dulux brand. At [10:15], she recounts, “They actually took a bit of a punt on me and it was literally fortuitous that I happened to get that job.”

Navigating Crisis and Driving Growth

Upon joining ICI Paints, Kerris was thrust into a crisis as the company faced significant distribution losses with key retailers like B&Q. She describes how this situation forced her team to innovate rapidly, culminating in a successful brand-building and innovation program that restored market share and improved margins. At [16:24], Kerris reflects, “Never waste a crisis... it was the accelerated learning of a lifetime.”

Insights on Collaboration Between Marketing and Sales

Kerris emphasizes the importance of strong leadership and collaboration between marketing and sales teams. She explains how joint initiatives on category management and promotional strategies fostered mutual respect and effective teamwork. At [19:09], she advises, “Let other people tell your story because it's so much more credible...”

Experience in Private Equity and Business Turnaround

Following her tenure at ICI Paints, Kerris ventured into private equity with Bain Capital, aiming to turn around struggling businesses. Despite her efforts and passion, the economic downturn and shifting priorities led to the eventual sale and restructuring of the businesses she managed. At [38:13], she candidly shares, “I had a plan or I'll leave in six months... but things changed on the journey.”

Leadership Roles at British Airways and Virgin Media

Kerris’s career continued with significant roles at British Airways and Virgin Media. At British Airways, she worked on revitalizing the airline’s customer experience amidst competition from low-cost carriers. Transitioning to Virgin Media, she focused on infusing the brand with Virgin’s dynamic and customer-centric values. At [48:07], she proudly states, “Being part of that group because you can learn from others and everyone else who's been a pioneer.”

Current Role at the BBC: Challenges and Strategies

As Chief Customer Officer at the BBC, Kerris faces the unique challenge of enhancing customer value without traditional profit motives. She discusses her strategy to measure and increase audience value, ensuring that every segment of the UK population receives sufficient value from the BBC’s services. At [48:50], she elaborates, “We know the segments for whom we get enough value... and who don't and how do we help those that don't get enough.”

Kerris highlights initiatives like the “Five Truth Zone” to reinforce trust and transparency, especially in light of challenges like the Hugh Edwards scandal. At [60:17], she affirms, “BBC News is editorially independent from the management of the BBC... We have to preserve that independence.”

Balancing Content Engagement and Brand Advocacy

Kerris explains the delicate balance of promoting the BBC’s rich content portfolio while ensuring it aligns with the organization’s mission and values. She emphasizes the shift from passive consumption to active engagement across diverse platforms. At [61:09], she notes, “Our job as sort of brand builders is to engage audiences in that content and of course to make sure they ladder up to the BBC.”

Advice for Aspiring Marketers

In closing, Kerris shares invaluable advice for marketers aspiring to leadership roles. She underscores the importance of curiosity, commercial savvy, and boldness. At [68:28], she encourages, “Always being really curious... Be bold. It might not all work out, but if you aren't doing something big and courageous, what's the point?”

Kerris concludes with a reflection on embracing career challenges as opportunities for growth, reinforcing the notion that stepping out of one’s comfort zone is essential for professional development.

Notable Quotes with Timestamps

• Kerris Bright ([00:15]): “I have a Doctor of philosophy, but in molecular neuroscience.”

• Kerris Bright ([00:52]): “I loved the results, I love talking about it, I like piecing together the story.”

• Kerris Bright ([04:29]): “The level of personal development... has served me well as I've been able to have leadership positions going forward.”

• Kerris Bright ([06:29]): “It gets you more connected into the organization, a little bit more respected when you're talking with PhDs and R&D.”

• Kerris Bright ([10:15]): “They actually took a bit of a punt on me and it was literally fortuitous that I happened to get that job.”

• Kerris Bright ([16:24]): “Never waste a crisis... it was the accelerated learning of a lifetime.”

• Kerris Bright ([19:09]): “Let other people tell your story because it's so much more credible...”

• Kerris Bright ([38:13]): “I had a plan or I'll leave in six months... but things changed on the journey.”

• Kerris Bright ([48:07]): “Being part of that group because you can learn from others and everyone else who's been a pioneer.”

• Kerris Bright ([48:50]): “We know the segments for whom we get enough value... and who don't and how do we help those that don't get enough.”

• Kerris Bright ([60:17]): “BBC News is editorially independent from the management of the BBC... We have to preserve that independence.”

• Kerris Bright ([68:28]): “Always being really curious... Be bold. It might not all work out, but if you aren't doing something big and courageous, what's the point?”

Conclusion

Kerris Bright’s journey from molecular neuroscience to leading iconic British brands underscores the power of blending analytical prowess with creative storytelling. Her tenure at the BBC highlights the complexities of managing a public broadcaster’s brand, emphasizing trust, value, and adaptability in a rapidly evolving media landscape. Aspiring marketers can draw inspiration from Kerris’s emphasis on curiosity, collaboration, and bold leadership to navigate their career paths successfully.