EXECUTIVE PROFILE
Antoine Tyan
Having spent more than a decade with Procter & Gamble, Tyan
feels like “an all-rounder and a specialist at the same time”
who believes passionately in future proofing the Pampers
brand with a coherent digital strategy. “I’ve gone from
upstream design work, on projects with mad scientists
seeking innovation to the logistics of day to day delivery,”
says the man responsible for the brand’s approach to data.
“I feel like I’ve seen the whole funnel, and that helps me
in my strategic thinking, as well as in creating end to end
design solutions.” That wealth of experience in
a variety of roles across brand management with
Pampers has made Tyan a strong marketeer who
has kept in step with the digital revolution; a vital
key to the future strength of his brand.right strategies to lead customers into
the Pampers brand and retain them, all
in a very short window.” It’s a very
specific business
challenge where there
are 50 purchases over
a customer lifespan that
Pampers aims to win.
Hence its technology
choices are geared
towards hyper-personalisa-
tion to communicate product offers
with supporting content. “In some
countries, we launched our own app
to support and reward moms,” adds
Tyan. “In others, we adapted to
customer habits, opting for email
automation or focusing on events
days supported by social media.”
Harvesting data is the key
to unlocking insights from this
diverse range of marketing
activity. Tyan reveals that the
Pampers brand is experimenting
with machine learning to further
analyse the psychology
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