Ep 39: Alan Magee is Leading a Major Digital Transformation at Church’s Chicken
Digital marketing requires a high level of cohesion in order to be effective. If there is a lack of seamless integration, different silos will be working towards different goals. Alan Magee is at the helm of digital transformation at Church’s Chicken. He arrived at the brand two years ago and currently works as the VP of digital marketing and tech. In today’s episode, Alan sheds light on Church’s three-phased digital transformation, how they have moved through the connect and calibrate phase, and the work they are currently doing around activation. We talk about how they approach social media, and Alan explains the playbook they have dedicated to this. We also hear about Google My Business data leveraging, how they balance the brand and franchisee marketing strategies, and why Alan believes younger marketers need to focus on their soft skills if they want to reach great heights. To hear more, tune in today!
Key Points From This Episode:
Two fun facts you might not know about Alan.
Church’s Chicken’s footprint and how they differentiate themselves.
What the state of Church’s Chicken’s digital marketing was like when Alan arrived.
How Alan views digital and its link to attribution and ROI.
Church’s three-phase digital transformation led by Alan.
Insights into Church’s relationship with service delivery providers.
What Church’s has managed to achieve with their digital transformation so far.
Insights into Alan’s social playbook and how it guides decision-making.
Refreshing that the brand needed in 2018.
The third and final stage of the digital transformation at Church’s.
Functional versus emotional loyalty: unpacking the difference between the two.
How Church’s is leveraging the data from Google My Business.
Finding the balance between brand and franchisee: Church’s approach.
What things look like for Church’s coming out of the pandemic.
Alan’s advice for younger marketers: focus on hard and soft skills.
Rapid-fire round with Alan: Gen Z, TikTok, and more!
Tweetables:
“When I came in at the end of 2018, it was really to build the function of digital marketing, and also, to take the brand through a multi-phase transformation.” — Alan Magee [0:06:57]
“How do we take all the pieces of technology and marketing, have them all talk, connect from a data perspective and all work together? So, there's really no silos.” — Alan Magee [0:15:44]
“Consumers want differentiation. They want news for brands. They're kind of tired of the monotony. But they also want great value. So, we have a lot of things I'd say, stacked in our benefit as a brand.” — Alan Magee [0:32:54]
“If you want to make that jump from manager to director, director to VP and get up there, you can be the best tactician, if possible. If you don't have those soft skills, it doesn't matter, the ceiling is going to be low.” — Alan Magee [0:37:15]