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Behind Deliveroo’s decision to integrate marketing and product
Deliveroo restructured in October as its top marketer believes “magic happens” when marketing and product are more closely aligned.
Deliveroo’s top marketer believes “magic happens” when marketing and product are in “line of sight” of each other.
That’s why the delivery business restructured to bring the two together, with Adam Bishop taking on the dual role of chief marketing and product officer in October last year, a newly created position.
“In this industry, marketing is a discipline that over anchors on brand communication,” he tells Marketing Week. “The magic happens when the insight, the positioning, the comms and the experience of the product all line up beautifully and have a line of sight of each other.”
