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Who thinks that Marketing is fun?

Published: 2020-11-17 08:10

Linda Majerowicz and Palin Wisarutnart definitely do, and if you got to know them, you would have no doubts too!


A good team vibe is like the aroma of bread: you can perceive it from far away. And this is the sensation I get when I observe the interaction between Linda and Palin.
Could I refrain from interrogating them like a curious investigator to understand what binds them? Of course not.

Global Digital Marketing Manager

Linda Majerowicz immediately reveals her strong education: she has a Master´s degree in Sociology with Marketing Research orientation and one in Management with Marketing specialization. Her life mainly developed in Poland, until she decided to move to Sweden in 2019 in her current role.

Along her past Linda has worked with book sales before starting her path within a corporate environment. She joined Essity in Warsaw as Digital Marketing Manager for the EMEA regions in 2015, before naturally evolving into the Global position that she is now covering in the Gothenburg office.

Global Digital Analyst

Palin Wisarutnart concluded her Bachelor´s education in Economics with specialization in Marketing in her home country, Thailand. Her thirst for knowledge didn´t stop within the Asian borders, so in 2017 she began her journey towards her Master´s degree in Marketing at Gothenburg University. During her academic years, Palin also took part in an exchange program in Italy.

While living in Thailand, Palin had the opportunity to work for many years at market research companies, beside working with marketing projects at advertising agencies and as a management consultant. In this way she had the chance to try out different professional paths from several angles and understand what she liked better.


What exactly do these bold women do at Essity?

Linda works for our brand TENA, that provides solutions to incontinence.

  • Creating content for our brand website responding to consumer needs and bringing value to our identity
  • Analyzing the consumer journey, especially in the digital area, and optimizing it
  • Understanding what people search for while looking for the right incontinence products that suit their needs and easing their solution identification
  • Supporting our marketing campaign activations & communications
  • Formulating a long-term brand strategy that answers the question: where shall we lead TENA to in the future?

Adjustments to the campaign are carried out with the support of Palin (she is the “master of data and insight”!).

So here we go, disclosing what Palin deals with:

  • Analyzing the user-related data (behaviors, etc..) and extracting insights for our product categories, with a special focus on Incontinence and Health & Medical Solutions
  • Listening to ideas gushing out of Linda´s mind and nurturing her strategy through the selection of the most suitable data
  • Filtering the data, presenting it through a simple, graphical layout that makes it understandable for internal stakeholders. In this way she supports their ability to coordinate and act on their projects
  • Sharing best practices with other Data Analysts of her team
  • Following-up with the brands digital performance and ensuring that the data turns into actions

Finding out what these ladies work with really excited me, so I wondered… what kind of passion lies behind their daily drive?

Understanding consumers and performing analyses, of course – these are my passions!

Palin Wisarutnart

What Palin said works for me too, especially walking in our consumers´shoes and imagining what they could think!

Linda Majerowicz

And then Linda illuminated me with a forceful description of what is the success to be found behind their positions:

It´s not just about the data itself, but how you interpret it and use it.
Nowadays the information we can extract is simply too much, but what is essential in our job is the way we filter it and how we decide to use it!

Linda Majerowicz

Definitely a good point!

Linda is right: many analysts feed their teams with bare information, but they do not really help to answer the right questions. I create the dashboard and a visual layout of the data and try to understand if my work meets the internal stakeholders´ needs and adds value.

Palin Wisarutnart

And this gets reflected in the way of working:

I really like this way of working because I feel we are partners – Linda is very good at involving the stakeholders and listening to them, I have a great respect for her work approach.

Palin Wisarutnart

I always try to be organized in my work, but at some point I spot a mess in the information at my disposal: I need Palin to funnel all of this into a structured path. She keeps my things together, leading my creative part!

Linda Majerowicz

Palin smiles and concludes by reminding me that one of the perks of one´s job is collaboration, so people make the difference.

Linda, Palin, how do you like working at our company?

I love working at Essity. I don´t remember a single boring day in my whole career path! There are always new projects and ideas to work on.

Linda Majerowicz

Palin agrees:

It´s exciting and in this career I never know what´s gonna happen from one month to the next one!

Palin Wisarutnart

..Maybe because of me!

Linda Majerowicz

Adds Linda, bursting into a laugh.

Jokes aside, at Essity we have the freedom to explore, professionally speaking, and we are given space for our ideas while keeping the focus on what is relevant for our brands.

Linda Majerowicz

I would add that I really appreciate the learning process we are exposed to every day. In fact, I use to say that I have two ”hats” in my current role: I am a cross-category Digital Analyst, but I also focus on brands within the Incontinence and Health and Medical areas. My team consists of three other colleagues whom I can share findings and insights with.
In this way I can apply what I grasped from my peers on a daily basis. A company needs to have this push for development!

Palin Wisarutnart

… And Sweden?

Everybody was so concerned about the fact that I would have not “survived” the winter, but I did survive with no big drama!

Linda Majerowicz

I like the weather here, despite I am used to a completely different one! But not just that. When I arrived here, everybody was surprised by the fact that I didn´t talk much and avoided expressing a conflict in opinions during big work meetings. This was due to the hierarchy present in my home country. I learned that in Sweden I can say what I think and my colleagues respect my opinion. Isn´t this fantastic?

Palin Wisarutnart

Talking about the future and the job: what are your expectations?

With the birth of internet the world changed and the user´s behavior did too. When I started my studies I was taught more about the offline environment, but I then experienced the digital evolution first-hand. So I have always been very curious to find out more about the online.

Offline and online are so connected, because there is always one person behind these realities. They used to treat them as two separate channels, but somehow they are not. That´s why I´d like to continue developing my knowledge on the connections between offline and online consumers!

Palin Wisarutnart

Palin said a very true thing: looking back at where we started, there was no written rule. Neither guidelines to follow, nor people you could ask for a set-in-stone lesson. So you learn by yourself.

And that´s what Palin and I did: we explored a lot and learned from each other. There are moments when you feel it´s chaos; but then, deep in your heart, you know that you will come to a successful and effective point, together.
I would like to evolve in this role and in this way of working.

Do you still think that Marketing is just numbers?

Author

Comments
Gary
19 November 2020

Nice article Giulia, thanks for giving us insight to life in Marketing!

Riccardo
19 November 2020

A nice melting pot, well described !

Ellinor
17 November 2020

Great article Giulia! :-)

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