Katie Baker

Head of Retail- Samsung Electronics


What do you enjoy most about working for Samsung?

Samsung is dynamic, fast paced and full of opportunities. We are not afraid to take risks and we have a truly exciting cross category product range which we take to market in truly innovative ways – that’s what gets me out of bed in the morning.

Why does Samsung use FM?

Samsung sees field marketing as a fundamental part of the sales and marketing solution. Our field teams are the face of Samsung, and their performance instore – both in terms of sales and insight generation, is a core contributing factor to our success.

What do you look for in an agency?

Flexibility to adapt in line with our ever-evolving requirements, a passion for working with Samsung, insight led solutions, and a thought leadership mentality to keep us ahead of our competition.

How useful are FMBE Awards to help identify the best agencies/standard?

The awards are a great way to showcase best practice and see deliverables from other industries that you may not otherwise have visibility of. They work well to help identify challenges and the different approaches that agencies take to overcome them. For me, it’s especially interesting to see how agencies highlight alternative ways of working to achieve a goal that may be not be achievable simply through significant budget allocation. The intelligent and considered strategies that make money go further for a brand, help to inspire a more unique kind of brief for our agencies.

What has been a highlight of the last year or two?

There have been many, but one key highlight for my team specifically has been setting up a united, integrated best in class retail and field team, which has allowed us to deliver an efficient, joined up solution, and some truly industry leading initiatives at retail.

What is on the horizon at work in the next 12 months?

There are, as always, some very exciting product developments from Samsung in 2016. As a Retail Team, partnering with our retail customers, we are focusing on interpreting insight to deliver bespoke and targeted retail solutions, and optimising the value of our field and training teams, to support these new innovations.



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