Kindred Group’s Elen Barber on digital marketing

Data privacy regulation is presenting a huge challenge to how marketers are able to carry out their roles going forward, according to Kindred Group’s CMO Elen Barber.

A balance needs to be struck that protects the customer and their data but doesn’t stifle commercial enterprise and being able to provide them with relevant and engaging experiences, she argues.

The CMO’s role has also evolved significantly faster than in other industries, believes Barber, with marketers needing deep knowledge of the fast-changing marketing legal landscape and technologies, the latter necessitating huge shifts in in strategy, ways of working and collaboration across the business.

Also watch the land-based perspective from JOA Group’s Pauline Boyer Martin in our exclusive CMO mini-interview series and the omnichannel viewpoint provided by Buzz Bingo’s Harry Lang.

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