From selling his girlfriend's jewellery on an online marketplace, to Chief Marketing Officer at Booktopia, Steffen Daleng has had experience in multiple roles and countries. With an original budget of $10 a day, tune in to hear Steffen share the Booktopia story, along with his personal career insights and the importance of putting the customer first. In this episode, we discuss: - The differences in marketing approaches between countries - How COVID-19 impacted the online book sector - The evolution of Steffen's own marketing mix strategy - The mix of Acquisition vs. Retention - Setting the right expectations and delivering on them - Personalization in an extensively changing legislative landscape, and an increasing consumer awareness of how their data is being managed - Customer service channels at Booktopia - The size and structure of Booktopia's marketing team Three Quick Questions: - A business book you recommend? - The Personal MBA by Josh Kaufman - Person to follow on social media or digital media? - Mark Ritson and Professor Galloway - One on one dinner with a living person? - My mum, I haven't seen her for a while! To find out more, follow Steffen on LinkedIn or check out Booktopia.com.au