GlaxoSmithKline 'targeting new digital focus for consumer healthcare comms'

Consumer Healthcare News

GlaxoSmithKline's new digital and ecommerce director for consumer healthcare has outlined the firm's new commitment to digitally-focused communications.

Louise Kristensen, who was appointed to the role earlier this year, told Marketing Week that the company is seeking to become a leader in the online space, and will be looking at new ways of reaching out to consumer health customers through digital channels.

“GlaxoSmithKline's digital and ecommerce director for consumer healthcare has outlined the ways in which the firm will be aiming to become a leader in the online space.“

This will include new campaigns that embrace modern approaches such as search, mobile, content, social, ecommerce, innovation and analytics, as well as thought leadership activity to reinforce the brand's influence in this sector.

She said the company as a whole is looking to embrace this tech-savvy approach, with change being driven from an upper management level.

Ms Kristensen said: "Our digital transformation runs across a really broad spectrum - whether that's establishing consumers' needs, looking at how we can have the best content, be in the best possible space or embrace mobile-first."

In her new role, she will take responsibility for shaping and leading the digital agenda for GlaxoSmithKline's consumer health business across northern Europe.

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