Serta Simmons is the No. 1 mattress manufacturer in the U.S. and a leading brand around the globe. Gregory Butz, Vice President of Marketing Communications, is charged with leading integrated communications across traditional and digital marketing, PR, eCommerce, shopper marketing and customer support and believes that new digital ecosystems push brands to tell their stories in new and compelling ways.
“Digital engagements have allowed us to better understand the consumer, their purchasing behaviors and shopper insights that can help us to mass-customize and localize digital ad messages,” he explains. Customer expectations are higher than ever, and they do not hesitate to communicate about brands and products, whether on eCommerce platforms or social media. “The new ways we are going to market give us new insights that were never before available, and they help us to get the right message to the right consumer at the right time, optimize innovation activities, and rethink promotions and offers.”
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