Alain Afflelou has hired Jon Mielgo as the new Chief Marketing Officer (CMO) and Client Director in Spain. From this position, the manager will lead the company’s marketing strategy with the aim of boosting its growth in the Spanish market, strengthening customer acquisition and loyalty and continuing to develop brand building.
Among his responsibilities will be the optimization of campaigns and media investment, as well as the incorporation of new channels and formats. The company also points out digitalization, technological innovation and artificial intelligence as some of the areas on which the new marketing manager will work.
Another of Mielgo’s priorities will be to delve deeper into the use of Alain Afflelou’s own data to develop more personalized communications and experiences. The strategy will seek to strengthen the relationship with both customers and the network of franchisees and adapt marketing actions to the needs of different audiences.
The challenge will be to strengthen the connection with society and move towards an increasingly relevant brand.
The move is part of Alain Afflelou’s strategy to reinforce its positioning as a close and innovative brand and continue developing its presence in the fields of visual and hearing health. “Alain Afflelou is a brand with enormous notoriety and a very special bond with the consumer. The challenge now is to continue building on that strength, reinforcing its connection with society and with the ambition of being an increasingly culturally relevant brand”noted Jon Mielgo.
The new CMO also points to attracting new consumers and building more lasting relationships with current customers as two of the objectives of this new stage. “We want to do it from close proximity, listening to our customers and working hand in hand with our franchisees, who are essential to continue promoting the growth of the company”he added.
More than two decades of experience in marketing
Jon Mielgo has more than 20 years of international experience in the consumer goods, retail and health sectors. Throughout his career he has held marketing management responsibilities in companies such as Procter&Gamble, Ferrero, Hero, Mondelez, Gaes/Amplifon and Restaurant Brands Europe.
His professional career has been especially linked to growth and transformation projects in which client strategy, brand building, data, digitalization and artificial intelligence come together.
“I am convinced that Jon’s experience, his business vision and his energy will be a great contribution to face the challenges and opportunities that lie ahead and to continue strengthening our ambition for growth and transformation”explained Eva Ivars, CEO of Alain Afflelou in Spain and Portugal.
With the appointment, Alain Afflelou strengthens his management team in Spain at a time when the company places digitalization, innovation and customer experience among the main axes of its growth strategy.
