How to drive digital-marketing innovation in big companies

Advancing the digital-marketing agenda inside large companies is often a complex task, and thus requires a carefully considered approach.

Swan Sit, the recently appointed Global Head/Digital Marketing at Nike, is joining an organization that is ramping up its focus on technology as a business driver.

Last year, the Beaverton, Oregon-based sporting-goods and apparel manufacturer unveiled a "consumer-focused growth agenda" that was underpinned by various digital tools and strategies. Its priorities included: