eCommerce Deep Dive
People, Process, and Platform with Bayer’s Alana Feldman
In this episode, John talks with Alana Feldman, Manager of Content Strategy & Activation at Bayer. John and Alana discuss having a holistic content strategy, the importance of companies avoiding the siloed mentality, and her experience working on the eCommerce side of a healthcare company during the pandemic.
About the Guest:
Alana Joy Feldman is currently Manager, Content Strategy & Activation at Bayer Consumer Health (BCH) where she began her career almost nine years ago with a focus on building digital capabilities across Sales and Marketing. Early on, she was a champion for digital and omni-channel retail strategies both internally with brands and externally at the customer. In 2015 she led the effort to transform BCH’s approach to the eCommerce channel, laying the foundation for the company’s growing global eCommerce presence and structures as they exist today.
Prior to divestiture, Alana led end-to-end US eCommerce strategy and execution for the Dr. Scholl’s brand; delivering 100% YoY sales growth at Amazon in 2017 and successfully launching the Dr. Scholl’s 3D App (BCH’s first direct-to-consumer product) in 2018.
In her current role leading Content Strategy & Activation, Alana works across BCH brands to develop holistic brand content strategies that engage consumers at the moments that matter most. Alana is most excited by the continued momentum of digital and consumer-centric capability building at BCH. She looks forward to supporting future holistic go-to-market strategies that consider all elements of the modern consumer experience.
Follow https://www.linkedin.com/in/alanajfeldman/ on LinkedIn