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Google to IKEA: Digital Transformation in 180 Days In this episode of ICONS, host Roman Kirsch interviews Barbara Martin Coppola, one of the most accomplished global marketing and digital transformation executives of our time. Barbara shares her playbook for scaling iconic brands globally, having led tr
Time: 1:00:57
In this episode of ICONS, host Roman Kirsch interviews Barbara Martin Coppola, one of the most accomplished global marketing and digital transformation executives of our time. Barbara shares her playbook for scaling iconic brands globally, having led transformations at Samsung Korea, Google/YouTube, IKEA, and Decathlon. Her unique perspective comes from successfully navigating vastly different corporate cultures while maintaining brand consistency and driving exponential growth. From turning IKEA from a digital skeptic into a €12 billion e-commerce powerhouse to scaling YouTube's global expansion through localized community building, Barbara reveals the tactical frameworks that work across cultures and industries.
Topics Discussed:
Building consensus-driven execution across different corporate cultures
Scaling global brands while maintaining local relevance and authenticity
Leading digital transformations in traditional retail environments
Creating viral growth through community-driven content strategies
Managing stakeholder alignment during major organizational changes
Balancing centralized brand control with local market adaptation
Converting offline brand experiences into digital touchpoints
GUID: EUIcons.podbean.com/4cf62c06-1666-3b7a-8240-c444453e9b37
Release Date: 30/07/2025, 10:14:25
