Following our recent interview with Polivio Goncalves, Head of Engineering Adhesives at Bostik – next up is Janea Rowe, Bostik’s Global Digital Marketing Director…
1) Janea, can you give us an overview of your role at Bostik?
Janea: Sure. I’ve been with Bostik for nearly 10 years, working in a variety of marketing roles, ranging from market research to marketing communications. In my current role as Global Digital Marketing Director, I am responsible for Bostik’s digital strategy and all digital activities, ensuring we maximise the use of modern-day channels and technologies to reach and engage with our prospects and customers. Ultimately, it’s my responsibility to help our audiences to discover, learn about and purchase Bostik’s wide ranging solutions – and to make this experience as valuable as possible.
2) How have you supported the launch of Bostik’s new Born2Bond™ Engineering Adhesives range?
Janea: Born2Bond™ is a sub-brand of Bostik, with its own distinctive name, visual identity and value proposition. Prior to its launch in 2019, each of these elements needed to be carefully developed with our target customers in mind, while also channelling the overarching Bostik brand and its values.
The proposition has been built upon three pillars: Innovation, Collaboration and Safety & Sustainability – and it’s essential that these values flow through everything we create, as well as how we interact with prospects and customers.
Following the development of the sub-brand, one of my major focuses has been the development of the dedicated microsite, which explains Born2Bond™’s purpose, the varied industries it serves and the wide-ranging products available, as well as featuring news and resources to help our customers and distributors to get the most out of the products.
In addition to the website, a key area of focus has been sales enablement – building a bank of collateral to help our sales teams and distributors showcase the innovation behind Born2Bond™ products, the challenges they solve for both designers and engineers, and their competitive advantage within today’s marketplace.
I’ve also proudly supported the development and launch of our Born2Bond™ Academy, an in-depth training programme and bank of resources geared around learning, troubleshooting and helping our customers to gain a deeper understanding of technologies, their applications and the equipment used to dispense them.
3) It sounds like you’ve been busy! Are you able to share details of any other projects or developments in the pipeline?
Janea: One of my current workstreams relates to the implementation of an e-commerce solution, which will include Born2Bond™ products. This is being developed to enable our customers to quickly locate the right solutions for their needs and to purchase them online at a time and place that works for them. I’m really looking forward to being able to share more details on this in the near future, so stay tuned!
