Unlock the secrets of managing a multitude of restaurant brands and master local marketing tactics with the wisdom of Anuradha De, e-commerce product lead at Whitbread. Anuradha brings a wealth of knowledge to our ecommerce podcast, from her unique transition from IT to e-commerce, offering invaluable strategies for brand management across Beefeater, Bar + Block, Brewers Fayre and other restaurant brands. We discuss the intricate balance of attracting customers through digital channels while maintaining a strong presence in their local communities. The conversation reveals how each brand garners attention through specialised demographics and experiences, and why understanding the locale is just as crucial as the brand name itself. Anuradha unveils our collaborative efforts with restaurant managers to spruce up restaurant pages, making them irresistible to online searchers. We break down the art of crafting localised content that echoes community vibes, resulting in campaigns that drive traffic and engagement. She shares insights on leveraging 'Reserve with Google' for seamless bookings and the profound impact of online reviews on our FAQ sections. And for those hooked on social media, our ecommerce podcast explores how platforms like Instagram and TikTok can be your megaphone in the digital realm. Finally, Anuradha discusses the marketing maestro's toolkit—empathy, self-awareness, and a data-driven mindset. We dissect the vital skills needed to thrive in e-commerce  and the KPIs that keep our strategies sharp and effective. Learn how to employ Glassbox and A/B testing to decode user behaviour and how these insights fuel our real-time adaptations. And because the future of marketing is constantly evolving, we touch on the burgeoning role of AI, chatbots, and personalised recommendations. Prepare to walk away with a marketer's eye for the critical channels and platforms that connect us with our audience where they are.