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The ICONS Show Podcast
Google to IKEA: Digital Transformation in 180 Days

Google to IKEA: Digital Transformation in 180 Days

The ICONS Show vor 1 Jahr

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1:00:57

In this episode of ICONS, host Roman Kirsch interviews Barbara
Martin Coppola, one of the most accomplished global marketing and
digital transformation executives of our time. Barbara shares her
playbook for scaling iconic brands globally, having led
transformations at Samsung Korea, Google/YouTube, IKEA, and
Decathlon. Her unique perspective comes from successfully
navigating vastly different corporate cultures while maintaining
brand consistency and driving exponential growth. From turning
IKEA from a digital skeptic into a €12 billion e-commerce
powerhouse to scaling YouTube's global expansion through
localized community building, Barbara reveals the tactical
frameworks that work across cultures and industries.

Topics Discussed:

Building consensus-driven execution across different
corporate cultures

Scaling global brands while maintaining local relevance and
authenticity

Leading digital transformations in traditional retail
environments

Creating viral growth through community-driven content
strategies

Managing stakeholder alignment during major organizational
changes

Balancing centralized brand control with local market
adaptation

Converting offline brand experiences into digital touchpoints