October 2023retailtechinsights.com8IN MY OPINIONWhat are your roles and responsibilities within the company you are working for?I moved from Europe to the United States 20 years ago and started my career at Canon in Long Island, New York. During my 15-year journey with Canon, I held various positions, starting in administration and quickly moving into sales and supply chain initiatives. Following my tenure at Canon, the Chief Marketing Officer (CMO) at Global Industrial Company reached out to me about my current position. The opportunity allowed me to apply my B2C experience to the business-to-business (B2B) world, particularly as the company was undergoing a digital transformation.As Vice President of Marketing Strategy and Creative Services at Global Industrial, I oversee the go-to-market strategy for all of our products and solutions. I lead a team that collaborates with our merchandising team to introduce new products and solutions to the market, as well as a team that supports our sales force and market experts. Additionally, my team is responsible for content marketing, developing all the content for our knowledge center, and managing a team of copywriters, graphic designers, and art directors who create assets to support our marketing campaigns, corporate communications, and HR initiatives.What are the latest challenges you see in the marketplace?The rapid pace of digital technologies and innovations presents both challenges and opportunities for businesses, particularly in e-commerce. While technology is disrupting traditional models, it also boosts the retail industry and enhances the customer experience. Adapting to these changes requires businesses to prioritize the An Interview with Violeta Olar Ardeljan, Vice President, Marketing Strategy and Planning, Global Industrial CompanyThe Impact of AI and IoT in E-commerce Violeta Olar Ardeljan
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