Kellogg’s ecommerce boss on why his role will soon be redundant

Kellogg’s is increasing its focus on driving ecommerce sales, particularly in the snacking and convenience space, but its ecommerce director believes the need for people purely focused on driving digital sales will soon be redundant as it becomes part of a general marketer’s role.
Speaking to Marketing Week, Kellogg’s global ecommerce customer development director, Richard Gibbons, says the company has spent the past eight years dedicated resource to driving online sales. That