Our annual Marketing Game Changers feature aims to recognise and celebrate those client-side marketing leaders whose actions and insights have made the greatest impact on their brands, their industries and the region’s marketing community over the past 12 months.
One of them for this year is Ozge Onur, who is the Marketing Director at Lipton Teas and Infusions Arabia.
With more than 13 years of experience, including two and a half in her current position, Onur oversees a team of 15 people at Lipton.
Ozge Onur
Marketing Director, Lipton Teas and Infusions Arabia
Years in current position: 2.5 years
Years in the industry: 13
Size of team: 15
Size of department: 15
What would you place at the top of your brand and marketing priority list in 2025?
All our brand and marketing plans revolve around one big objective: to get consumers in the region to fall in love with our brands – Lipton, Brooke Bond Red Label, and Pukka – again and again at every touchpoint. Over the past years, we’ve embarked on a journey to invest significantly in innovation, great product quality and experience to offer the best cup of tea. In 2025, our priority will be to delight tea lovers with bold and memorable communication and activations, while exciting the tea category with new breakthrough innovations.
What is the one thing you would change about the industry if you had a magic wand?
If I had a magic wand to change one thing about the FMCG industry, it would be to make the entire supply and consumption chain completely sustainable and waste-free, without compromising the consumer experience.
Are we using the latest technologies optimally to enhance brands’ overall customer experience?
I see that many brands have started experimenting with cutting-edge technologies like AI, AR, voice recognition, IoT and big data analytics in various ways. However, they often utilise them in isolated, short-term applications rather than integrating these technologies into a holistic strategy and everyday operations. Therefore, I don’t believe we are close to achieving that optimal stage yet.
Is there a say-do gap and a green skills gap within sustainability that need to be addressed?
The gaps arise when sustainability is not fully ingrained in an organisation’s strategy; this is when companies tend to prioritise short-term gains over long-term sustainability. At Lipton Teas and Infusions, sustainability is central to our strategy. Our Lipton Jebel Ali factory in Dubai has been a zero-waste-to-landfill site since 2014, being the first in the UAE to achieve this. Additionally, our factory is set to use 100 per cent of its rooftop space for solar power, reinforcing our commitment to net-zero targets and environmental sustainability.
What is the top challenge facing brand safety and reputation management?
During periods of uncertainty and conflict, the spread of misinformation increases, particularly on digital platforms where individuals have the freedom to share and disseminate unverified information. This poses a significant challenge for brands, as they must navigate the complexities of managing their reputation and ensuring the accuracy of the information related to their products and services.
What were the top demands and expectations of consumers in 2024?
I’d highlight a few key points:
Experience versus physical goods: Consumers seek more emotional and memorable engagements from brands than just physical products.
Personalisation: Consumers expect brands to understand them better and deliver more relevant messaging and offers based on their preferences and behaviours.
Convenience: In our region, while e-commerce is experiencing huge growth, consumers still value in-store experiences. Seamlessly integrating online and offline experiences is essential.
Value hacking: Economic uncertainty is driving consumers to be more price-conscious, seeking greater value for money without compromising on quality, to make the most of their money.
How can marketers be a better voice of customers in the boardrooms or on the executive committee?
I refer to marketers as the ‘spider-in-the-web’ of an organisation, as they connect all functions to guide the brand strategy, grounded in a deep understanding of the consumer. Marketers must be data experts, continuously analysing consumer and market data to make informed, data-driven decisions. Additionally, they should pair this analytical approach with a genuine curiosity to understand deep consumer motivations and why consumers behave the way they behave. By integrating both, effective marketers can craft compelling, consumer-centric stories that drive brand success.
RAPID FIRE
Next destination on your bucketlist?
Iceland.
Go-to cheat meal?
High Joint burger.
Advice to the newest member on your team?
Fail fast, learn faster.
Most thought-provoking quote you’ve heard in 2024?
“Set your life on fire. Seek those who fan your flames” – Rumi
Favourite place in the Middle East?
Dubai, always.
A personal goal you want to achieve?
Publish an article in Harvard Business Review.
The first thing you do when you get to work?
Prepare my morning tea – a cup of delicate and aromatic Lipton Earl Grey.
The person who has influenced you most in 2024?
My unborn baby (I’m pregnant). It is a miracle to see how someone you’ve not even met can put so much love in your heart.
Agency reference
Reham Mufleh, Managing Director, Horizon FCB
Ozge is a highly experienced marketing professional with 13 years of industry expertise. As an ideal partner for any agency, she collaborates seamlessly with our team, considering Horizon FCB an integral extension of her marketing department. Ozge’s bold, brave approach and forward-thinking mindset inspire those around her, challenging both her team and the agency to deliver work that is not only locally relevant but also exceptionally insightful. It is refreshing to work with someone like Ozge who consistently pushes the boundaries with us to elevate our marketing initiatives and achieve extraordinary business results.
