Anthony Ho
Brand manager
Nivea Sun at Beiersdorf
Beiersdorf brand manager Anthony Ho joined the consumer goods company, which owns brands including Nivea and Elastoplast, in 2018, starting out at the company as an assistant brand manager for Elastoplast. After spending three years on the brand, he was promoted to a brand manager for Nivea Men.
It was during his time working on the Nivea deodorant team that he made the most notable impact. Last year, his work helped drive double-digit growth in a category that is one of Beiersdorf’s biggest. His work has also helped put the team on track for another year of growth in 2023.
In July this year, Ho turned his talents to Nivea’s sun and lip division.
Simplicity and focusing on what’s really important has been key to his success in his roles, he says, stating the importance of marketers “cutting through the noise” and "staying focused on what will truly drive performance”.
“It is easy to jump onto trends but having a moment to step back, simplify and consider the long-term vision will be the key to success for brands and marketers,” he adds.
Before beginning at Beiersdorf, Ho spent over two years at high-end clothing and homeware retailer The White Company. He worked in merchandising at the brand, beginning as a merchandising distribution assistant before being promoted to senior merchandising assistant, then to assistant merchandiser.
Ho’s success at his current company is even more impressive having not worked in pureplay marketing before he joined Beiersdorf.
He emphasises that individuality, in a person’s career and how they conduct themselves in a role, is crucial.
“There is nothing more important than being yourself. There is no 'one way' to have a successful career in marketing; being yourself allows you to truly unlock your ability,” he says.
While Ho has made a big impact at Beiersdorf, he thinks not as an individual but as part of a team, bringing his colleagues along with him on any journey and ensuring that any credit received for success is shared among his team.
Ho has also shown his entrepreneurial and innovative side by founding Phyla Apparel, an eco-conscious clothing brand, back in 2017. The focus of this brand was promoting sustainability and conservation.
Ho is a strong believer in purpose-driven marketing, and believes consumers are now looking for more from the brands they purchase.
“Consumers are now looking deeper than just what a brand sells,” he says. They're also looking at why. ”Embracing these changes with purpose, consistency and emotion in communication can enable brands and marketers to strike a connection with consumers for a lifetime.”
"It is easy to jump onto trends but having a moment to step back, simplify and consider the long-term vision will be the key to success for brands and marketers."