How Reckitt turned digital marketing into a business driver, not just a media cost | Sameer Amin (Global Director of Data-Driven Marketing and Media at Reckitt)

In this episode of Beyond the Brand, Adam Wright and Matt Huntly sit down with Sameer Amin, Vice President of Data-Driven Marketing and Media at Reckitt.

Sameer shares how he helped Reckitt transition from a TV-first media strategy to a data-driven, digital-first approach. He explains the importance of moving beyond reach to focus on relevance, improving digital ROI, and implementing a responsible first-party data strategy.

The conversation also dives into the role of AI in marketing, showing how automation is reshaping campaign execution and decision-making.

Key takeaways:

▶ Reckitt’s shift from TV-first to digital-first – Why relying on traditional media wasn’t enough and how data-driven marketing transformed performance.
▶ Fixing digital ROI – How Reckitt uncovered inefficiencies in early digital investments and optimised spend for better results.
▶ Quality over quantity in first-party data – The real value of first-party data isn’t in volume but in its ability to improve marketing effectiveness.
▶ AI and marketing automation – How Reckitt uses AI to streamline reporting, optimise media spending, and free up teams for strategic work.
▶ Balancing global strategies with local execution – How Reckitt creates scalable frameworks allowing market-specific adaptations.

Why listen:

▶ Discover how a global FMCG leader transformed its media buying strategy to maximise digital ROI.
▶ Get insights on building a smarter, more ethical first-party data strategy.
▶ Learn how AI is changing marketing workflows and campaign execution.
▶ Understand the challenges of implementing global strategies in diverse local markets.

Links & resources:

▶ Connect with Sameer Amin on LinkedIn: here
▶ Learn more about Reckitt: here
▶ Explore Reckitt’s responsible consumer data principles: here

Enjoyed this episode?

Follow Beyond the Brand for more conversations with marketing leaders, and don’t forget to leave us a review!