Sanofi’s Bas van Kesteren Prescribes a Healthy Dose of eCommerce

In this episode of BRAVE COMMERCE, Bas van Kesteren, Global Head of eCommerce at Sanofi, joins hosts Rachel Tipograph and Sarah Hofstetter to offer valuable insights into the complexities of leading eCommerce initiatives in a global pharmaceutical company, touching upon organizational dynamics, market trends, technological advancements, and more.

Bas talks about the complexities of leading a global team and the balance between control and influence. He explains the challenges of convincing different markets of the importance of eCommerce and the unique opportunities it presents for healthcare products. The conversation then shifts to the significance of gut health and digestive wellness, highlighting how Sanofi aims to address consumer needs in these areas through eCommerce.

Bas emphasizes the role of eCommerce beyond just sales, focusing on convenience, education, and responsiveness to consumer needs. He discusses leveraging data and consumer conversations to tailor solutions and measure success. Next, they explore the organizational structure required to capitalize on market trends, considering the global nature of Sanofi's operations.

Bas also highlights the importance of clear direction, objectives, and measurement, downplaying the significance of traditional org charts in favor of results-oriented approaches. The discussion also touches upon the challenges of managing global teams across different time zones and the necessity of effective communication and autonomy.

Bas shares his strategies for finding overlapping work hours and empowering teams to work autonomously while maintaining alignment. The conversation then delves into Bas's approach to influencing at a global level, focusing on establishing a common language and driving tangible results. He emphasizes the importance of action over mere communication, sharing a four-step process for implementing change effectively.

As the discussion turns to emerging technologies like AI, Bas discusses their potential applications in eCommerce, particularly in content creation and demand forecasting. He highlights the need for caution in regulated industries like healthcare while acknowledging the significant efficiency gains AI can offer.

Key Takeaways:

●     Focus on solving real consumer needs, not selling products

●     Utilize eCommerce as more than a sales channel

●     Prioritize results over org charts

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