[Video] Jessie Dean from Lorna Jane on the Power of Digital Marketing

September 11, 2014
Matt Forman

Here at Traffika, we love brands that are uniquely inspirational and we’re very fortunate to work with one of Australia’s most beloved brands, Lorna Jane.

Recently we sat down with their Digital Marketing and E-Commerce Manager, Jessie Dean, to chat about how the power of digital marketing has helped Australia’s leading fitness brand achieve global retail success.

Watch what she has to say in our Traffika TV Inspiration video, and don’t forget to subscribe for more stories like Jessie’s.


Intro: The power of digital is it allows you to deepen your relationship with your customers because you get to learn so much more about them and you’re getting that two-way communication.

Hi, I’m Jessie Dean, Digital Marketing and E-commerce Manager at Lorna Jane.

I lead up our social team who have done an incredible job over the years to bring our global social audience to over 1.5 million followers. I also work with our Move Nourish Believe team who lead up our Move Nourish Believe website which is our blog platform to share our philosophy around active living. I also work with our e-commerce team to drive our sales globally.

Being digital takes down those barriers and makes it a lot easier to access the global world of retail, rather than just being defined by Australia. We are fortunate here that we ship all around the world and we have customers on both our Move Nourish Believe website and lornajane.com.au from all around the world.

I guess one of the other challenges we face is always striving to be different. You always want to stand out in the news feed from what everyone else is doing, so having to constantly think of new ways to stand out from all of the noise that’s going on in social and in the digital world.

I think the most exciting part about working in digital is all of the opportunities. There’s constantly new technology coming to market and I’m very fortunate to work with a brand that’s so open to trying new ideas.

Incorporating digital into our business has opened up that two-way communication stream with our customers so we can get instant feedback on what they like, what they don’t like, so we can create products for what they want and we can write content that’s going to support them in their active journey.

There are so many tools you can use now through Google Analytics, Radian6, Facebook insights. I’d say the biggest opportunity would be getting more customer insights to provide our customers with more personal and relevant products and information and making it more of a personal experience, whether that be online or in store.