Head of Marketing, Ben Slocombe, steps into the hot seat to share what he thinks leadership really looks like and what makes the liquor industry so special.
What’s your history with LMG?
I joined LMG 18 months ago after 20 years on the supplier side. LMG were always a great customer to deal with – open and transparent, and always looking for ways to improve and grow. It’s been a really fun ride so far. Working with smart, dedicated people who are good humans is what it’s all about.
What’s a valuable lesson you’ve learned over your career?
Be yourself! I often wonder whether all the content you see on ‘leadership’ and ‘inspiration’ can give you a warped sense of reality. To be an effective leader, I believe you need to be who you are and exercise great self-awareness. Trying to be something that you are not, because you think that’s what a successful leader looks like, is a trap.
What are you most looking forward to?
We’ve made significant investments in our shopper data platform (Martech) in preparation for our loyalty program launch. It’s an exciting time as we become increasingly sophisticated in how we capture shopper data and apply that data for more precise marketing campaigns so we can grow shoppers for our members’ businesses. It’s one thing to read about the theory of digital transformation, it’s another thing to be driving that across the marketing agenda. It’s an exciting space for someone like me – a strong classically bred marketer – to combine those experiences with the frontier of the digital age.
How do you handle challenges in your role?
I try to maintain a balanced perspective and be prepared for the challenges that will inevitably come my way. The diverse and experienced team we have at LMG means we can solve most things that get thrown at us. Leverage your network, ask the right questions, and sleep on it!
What’s the best advice you’d give someone starting out?
Cultivate a broad, diverse network across the industry. Whether you’re a supplier or retailer, there’s a real bond and great camaraderie that transcends the business you work for in this industry. People want to help you and see you succeed – that’s something special.
What keeps you inspired?
LMG is a team that bats above its weight! I get inspired by the sheer high-quality output of the dedicated team and the passion we have in seeing members’ businesses thrive. It’s a compelling thing to be a part of and urges everyone on to apply effort in a very authentic way. LMG is in the sweet spot – small enough to get things done at velocity but large enough to make a huge impact in the market. That’s a very inspiring and attractive proposition each day.
What does your ideal Friday night look like?
By Friday I am looking forward to takeaway and a quiet night in. My go-to is always a cleansing beer but these days I also enjoy a cheeky glass of red to follow up. Always in moderation, of course!
This Q&A was conducted by Liquor Marketing Group and has been republished by National Liquor News with permission.
