80 - Breaking Barriers in FMCG: Creating Supportive Work Environments and Nurturing Diverse Paths to Success with Patrick Zinga from Heineken

Listen to this episode from Time For A Reset Marketing Podcast: Insights from Global Brand Marketers on Spotify. “Every time you optimise for something, you’re losing out somewhere else. If you’re optimising for clicks, you’re actually optimizing for people who click a lot. Is that what you really want?”  Patrick Zinga, Head of Digital Media and Consumer Data and Martech at the Heineken CompanyIn this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Nick King connects with Patrick Zinga, Head of Digital Media and Consumer Data and Martech at the Heineken Company. Patrick delves into the challenges of modern advertising, advocating for consumer-first, value-driven approaches over intrusive practices like pop-ups and autoplay videos. He discusses Heineken’s strategy for balancing high-quality ad placements, the role of data in driving efficiency, and the importance of inclusivity in hiring. Patrick also shares his insights on AI’s impact on marketing, the dynamics of in-house teams, and the value of compassionate leadership in fostering a creative and thriving environment.Here are some key talking points from the episode:Resetting the Marketing Industry: The Days of Intrusive Strategies are NumberedIndustry Responsibility in Digital AdvertisingThe importance of in Quality Content for modern advertisingImportance of Mentorship and Team DevelopmentMedia In-House Team DynamicsData Strategy and Consumer ExperienceThe Role of AI in MarketingCompassion in LeadershipPatrick Zinga is a marketer with over 12 years of experience working in top agencies and client-side roles. He has collaborated with leading companies like WPP, Dentsu Aegis, and Publicis across the FMCG, tech, finance, and travel industries. Patrick's expertise spans digital media, data-driven strategies, and cross-channel activations. With a focus on aligning audiences, data, and creative messaging, his skills include programmatic planning, analytics, audience segmentation, and dynamic creative optimisation, driving impactful marketing results for brand and direct response clients.Support the show