Irene Albert, Procter & Gamble

IT Department Head - Global End-to-End In-Store Material Systems

Irene Albert may soon celebrate her 30^th anniversary with Procter & Gamble; however, her level of innovation, dedication, and her well-known sense of “never settling” only intensifies with each year of service. 

Procter & Gamble’s portfolio of products and brands is legendary.  A titan of global brand communications, P&G has a remarkable track record for resonating locally in communities around the world.  Another defining characteristic of Procter & Gamble is the company’s remarkable capacity for transformational innovation.  One such innovation, dubbed “Real-Time In-Store Materials” or “R.I.M.” promises to transform the way marketers connect locally within a global context.  This is Irene’s current passion.

RIM takes advantage of highly advanced and intelligent multi-channel templating technologies to automate and democratize artwork adaptation across a diverse range of media channels, whether online, offline, and even in 2-dimensional and 3-dimensional marketing materials (like free-standing displays and packaging).  The RIM solution allows diverse and distributed marketing and field personnel to find, adapt, and deploy marketing materials with tremendous speed, intelligence, and efficiency, all while safeguarding precious brand equities and compliance essentials.  The RIM solution makes it extremely easy for distributed users to do the right things to create relevant and engaging experiences across channels at the local level, yet making it virtually impossible to do the wrong thing; and, because of the unprecedented versatility of the platform, marketers do not feel constrained by the highly flexible templates. 

The RIM platform has been described by its users as “the Amazon of marketing materials” and as “Apple simple”.  In truth, there’s nothing simple about making such an ambitious and transformational vision come to life.  Irene’s extraordinary vision and commitment have been the fuel which has propelled this pioneering program, and under her leadership, the program is rapidly scaling across brands and geographies.  Before long, RIM and the methods behind it will also become household names in the modern marketing vernacular.