Q&A with Kolja Eikelmann, CMO & Head of Marketing at PPG Industries

MEDIA 7 | June 20, 2019

CMO & Head of Marketing at PPG Industries
Kolja Eikelmann, CMO & Head of Marketing at PPG Industries is a forward thinking and result-driven Marketing expert with 20 years of experience in the FMCG marketing industry. 

In this Q&A, Kolja shares his unique marketing experiences and gives us interesting insights about PPG Industries, a global supplier of paints, coatings, optical products, and specialty materials which is driving innovation, sustainability and color in the industry.

MEDIA 7: What inspired you to get into Marketing?
KOLJA EIKELMANN:
I wouldn’t be able to say when I first realised marketing was the path for me, but I think it’s been evident my whole life that I’m interested in the diversity that marketing allows. Since childhood, I have always been so fascinated with the details of a product, no matter what it is. I have an endless sense of curiosity and I think that was the major driving factor for me to enter the world of marketing.

I realised marketing might be for me when I discovered the unique opportunity it offers to be involved in all spectrums of the business; not just advertising, but also in creating solutions and analysing outcomes. The overarching goal is always to make a real difference and help people in their daily lives, and marketing allows you to both be a part of the solution as well as a witness to the outcomes.

My job with PPG is very colourful – just like my company! Within my one job title I get to explore innovation, creativity and analysis. This variety has always been appealing to me.

M7: You have an exemplary marketing experience of more than 20 years in the FMCG industry. How have the marketing dynamics changed over these years and what tactics do you feel modern marketers should adopt, to survive in this competitive world?
KE: 
As you would expect of any industry in the 21st century, marketing is constantly changing and increasing in complexity in this digital age. The increasing presence of digital media and the growing demand for ease-of-access online services, has resulted in the field growing broader than ever before. The possibilities now are numerous, but they are fragmented; you must be truly dedicated to the field to build the knowledge base of marketing tools required to thrive in such a climate. Ultimately, PPG wants to produce work that has the greatest impact on businesses, this was arguably easier in the past when you had a traditional, simple media mix, as opposed to now when success depends on mastering traditional media and online outlets, social media and digital advertising tools.

For example, it can be easy to spend a lot of money on Google ads that are expected to be high value, but instead, organizations might see greater return on sales if the money had been allocated to a faster and more agile response to SEO.

In marketing, it can be easy to get caught up in the creativity of the work – as that is most often our strength – but not fully immersing yourself in the analytical side of things is a mistake that is often reflected in outcomes. I would recommend that every marketer should always make sure to know their KPIs inside and out and try to get as familiar with Excel spreadsheets and analysis as they are with the creative work.

In this constantly changing modern landscape, marketing has become even more important than ever before. Specifically, in the paints and coatings industry, marketing was a late bloomer as it has been driven by shelf sales for so long. However, as an industry we are refocusing on innovation and purpose; and pushing the boundaries on what is expected from paints and coatings and what they can do. PPG aims to improve and protect the world through our products – but none of this is possible without proper marketing to support the business.


"A focus on our customers, our innovation, our people and our entrepreneurial way of working – are all elements that inspired the One PPG vision, and what most accurately represents the key to our successful way of working."

M7: Your work experience spans across highly complex matrix organizations to entrepreneurial and start-up businesses. What do you believe is your driving force behind your proven track records and achievements?
KE: 
I am very proud to say I have left behind a strong track record of positive differences within the companies in which I am working. Although I have worked in many different, seemingly unrelated industries, the knowledge and tools that I learnt at each step along the way continue to prove invaluable for each new challenge I face. From paints, to dairy, to cosmetics – your collective marketing knowledge spans across whichever business you are a part of. Once you’ve built up this knowledge base, the true challenge is not having the tools but knowing which tools to use and when.

I have always been most drawn to companies that challenge me to make a difference. This is how I’ve shaped my career and how I made my decisions on where to work.

M7: How well do you believe that a service-oriented and data-driven leadership approach along with business strategy and operational execution can lead to company growth with an upsurge in revenue/sales?
KE: 
I strongly believe in a service-oriented and data-driven leadership approach, as well as incorporating social and ethical capabilities. Data-driven leadership is the key to the future – in many industries – but especially in marketing. The industry today is all about knowing your KPIs and business cases, which are data rich. Working in marketing is about being able to positively impact business outcomes, and that ultimately boils down to the ability to add value for your customers and consumers. Focussing on PPG work as a service-oriented industry highlights the need for data availability – both in that of the business and that of our customers – to be able to best consult and serve. Knowing your data is the key currency for success in the 21st century.

Data analysis can provide us with information such as click through rates and viewership. We are able to access tools now that, if used right, can prove invaluable to achieving successful outcomes. Being able to use this information to your advantage will allow you to instantly see whether your data retrieval is successful. Every business case and KPI that you set out to tackle can then be achieved using the data to measure sales growth.

M7: PPG Industries has been included in the list of American Fortune 500 companies. What do you think has made it possible to build a fortune for PPG industries?
KE: 
PPG has a strong culture of building the business across SBUs through investment, innovation and acquisition. We are one of the leading and largest paints and coatings companies in the world. This status is maintained by PPG’s culture of investing in R&D and constantly challenging the boundaries and expectations of the coatings world.

The opportunity to build our position as a market leader in many countries around the world is only possible through our global network and international approach. For example, our Alison Park facility in Pittsburgh, Pennsylvania is a major hub of innovation for PPG – but work that is done there is often inspired by an idea from Europe, that itself was driven by a customer need from Asia. To stay on the frontlines we can’t sit still and be complacent. Our recent acquisition of Hemmelrath and a new plant in Tianjin, China is evidence of our strategy to expand our foothold, our abilities to deliver for customers and our capacity for innovation to maintain our position as a market leader.

PPG has many moving parts which all function in different areas of the world across different business units, but our central goal is to add customer value. A focus on our customers, our innovation, our people and our entrepreneurial way of working – are all elements that inspired the One PPG vision, and what most accurately represents the key to our successful way of working.


"Data-driven leadership is the key to the future – in many industries – but especially in marketing."


M7: How is PPG Industries’ tagline ‘WE PROTECT AND BEAUTIFY THE WORLD’ serving its purpose of enhancing the world through its paints and coating solutions?
KE: 
PPG is in every part of daily life – even if you don’t realise it. You touch and feel PPG in your living environment practically 24/7: from your car to an airplane, to your refrigerator, to your laptop or even your soda can. This tagline reflects how PPG’s paints and coatings cover every part of life. PPG products provide the expected functionality of adding a colour or coating to an object, but even more than that, PPG products enhance the longevity of an item and increase its appeal. Whether it is an electronics coating that makes a laptop feel smooth to the touch, or a coating that protects the body of an airplane from overheating in the sun. PPG’s mission is not to provide what is expected, but to offer innovative solutions to questions no one expected an answer for.

Environmental impact is one of the greatest concerns of the 21st century, for both our customers and us as manufacturers. As a business founded on mass production, it is our responsibility – and therefore our challenge – to be as positive a force as possible in the fight against climate change. This is why so many of our modern products are developed to align to both PPG’s mission of protecting the world and the United Nation’s Sustainable Development Goals: boat coatings that reduce friction and therefore reduce fuel consumption, aircraft windows that don’t need frames to reduce plane weight to help minimise carbon emissions, electric vehicle battery coatings that enable cars to travel for significantly longer periods of time per charge, increasing the viability of electric vehicles on roads. We are innovating with purpose – for the public, for our customers, for consumers and for our own PPG people.
The world cannot function without paints and coatings in our everyday life, and that’s why PPG’s tagline is so powerful. If we are going to continue to be a worldwide presence, we want to be sure we are making the world a more beautiful place in the most long-term, stable way possible.

M7: You have taken transformational business initiatives to foster incremental business changes and drive cultural change throughout the organization especially in dynamic business sectors. What are some of the advantages of taking such timely measures?
KE: 
As part of the global shift towards greater digitization, businesses have the opportunity to drive cultural change. Digital transformation is a key component, especially as peoples' buying habits are evolving and changing how they purchase products. This is acutely felt in Europe, with its variety of different countries, cultures and languages. From a marketing standpoint, the industry is offering incremental business changes in this new culture of on-demand. In the age of Amazon and digital transformation, people want easier and faster solutions from the paints and coatings industry. Customers want to get the job done as quickly and as easily as possible with support from the supplier. As a result, PPG is innovating to be more agile and fast, by developing architectural paints that take less time to dry or offering customers a more on-demand paint matching experience.


"A successful campaign is one tailored to the needs, style and audience of the customer."

M7: You have an amazing experience of working with top leading companies like Nestle, L’Oreal and currently PPG Industries, how influential was your role in transforming marketing tactics for these organizations?
KE: 
My roles in these organizations were really diverse. For L’Oréal, I was more into sales and worked within category management. This later proved very influential for my future marketing career as it introduced me to the integration between marketing and sales in helping to serve customers in the best way possible. Integrated communication between marketing and sales is an essential tool in connecting both ends with the business purpose while still staying customer focused. You need to drive your campaigns forward and also sell your products in a much more complex way that is completely focused on the customer’s view. In order to do this, you need to know what is best for the customer when you place your products within a category role. This requires a lot of analytical skills to convince a customer what is best for them. You need to oversee the whole thing and act almost as both an internal and external consultant for your company. This whole picture view of the marketing process really influenced my journey and helped me strengthen my skillset for my future roles, such as when I was head of digital for Nestle.

When it comes to marketing, you can’t just pick the most creative, 360 media campaign available and offer it to the client. A successful campaign is one tailored to the needs, style and audience of the customer. To be best at what we do, it is essential to build an in-depth understanding of your customer’s view and what is best for them. This experience came with me into my work for PPG in using this knowledge to establish myself in a more leading role. At PPG I am also the communicator in the company and need to understand everyone’s view and connect with all the different departments. I am not only the marketer in my department but I’m also responsible for looking at the whole value chain within this digital leading role. PPG has experienced double-digit growth in the past two years in both B2B and B2C and this success is down to how closely we collaborate here.

M7: Kolja, what is your super power?
KE:
I would say my super power is a combination of my visual and analytical skills, articulated through my courageous and enthusiastic mindset. Being able to both develop a specialized skill set and confidently acknowledge my areas of expertise and strength makes for a very beneficial cocktail to drive progress. Having empathy and other social skills are important to exert a positive influence within my team at PPG. However, these qualities should also be backed by facts – knowledge, experience and history -- which is a combination I have not seen in many people. Being self-confident and believing in my strengths is a powerful tool in business, and something that has greatly helped me along the way.

M7: Knowing what you know now, what advice would you give your younger self?
KE:
I’m really driven by being up to date and well informed in as many areas as possible, and I would advise my younger self to do the exact same. I’ve always been a very curious person, but I would tell my younger self to be even more so and to take in as much information as possible. In this fast-moving world, that is just getting faster as we become more digital, there is always something new to learn or discover. If you remain stuck in one point of view or one way of thinking, you are already behind the curve. Stay flexible, stay interested and always remain in a constant state of learning.

ABOUT PPG INDUSTRIES

PPG: WE PROTECT AND BEAUTIFY THE WORLD™
At PPG (NYSE:PPG)
, we work every day to develop and deliver the paints, coatings and materials that our customers have trusted for more than 135 years. Through dedication and creativity, we solve our customers’ biggest challenges, collaborating closely to find the right path forward. With headquarters in Pittsburgh, we operate and innovate in more than 70 countries and reported net sales of $15.4 billion in 2018. We serve customers in construction, consumer products, industrial and transportation markets and aftermarkets. To learn more, visit www.ppg.com.

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Umbra Selected by AFWERX for SBIR Phase II Contract

PR Newswire | August 24, 2023

Umbra, a leader in advanced space radar technology, announced it has been selected by AFWERX for a SBIR Phase II contract in the amount of $1.25 million focused on Space-Based Moving Target Indication (MTI) to address the most pressing challenges in the Department of the Air Force (DAF). Umbra will leverage its market leading wide-bandwidth, affordable space systems, uniquely operating in paired flight, to develop and demonstrate Maritime and Ground MTI (MMTI and GMTI) capabilities. The Air Force Research Laboratory (AFRL) and AFWERX have partnered to streamline the Small Business Innovation Research (SBIR) and Small Business Technology Transfer (STTR) process by accelerating the small business experience through faster proposal to award timelines, changing the pool of potential applicants by expanding opportunities to small business and eliminating bureaucratic overhead by continually implementing process improvement changes in contract execution. The DAF began offering the Open Topic SBIR/STTR program in 2018 which expanded the range of innovations the DAF funded and as of August 9, 2023, Umbra accelerated its journey to create and provide innovative capabilities that will strengthen the national defense of the United States of America. "With the end of the JSTARS program, Umbra understands the national imperative to develop a multi-domain replacement capability with a strong space-based element," said Jason Mallare, Vice President of Government Programs and Strategy. "Commercial space systems which can be developed and rapidly deployed offer a differentiated and robust method to contribute to this critical mission need. Umbra is committed to partnering with AFWERX, the broader DAF, as well as other DoD and IC stakeholders. We intend to bring the best Umbra has to offer, including affordable spacecraft and ground infrastructure, and market leading SAR technology." The views expressed are those of the author and do not necessarily reflect the official policy or position of the Department of the Air Force, the Department of Defense, or the U.S. government. About Umbra Umbra is a technology company that offers intelligence data as a service to commercial and government customers. Our cutting-edge products help customers solve complex business and security challenges. Umbra is a U.S.-owned and operated company headquartered in Santa Barbara, California, and has a presence in Austin, Texas, and Washington, D.C. For more information, visit https://umbra.space. About Air Force Research Laboratory (AFRL) Sole organization leading the planning and execution of U.S. Air Force & U.S. Space Force science & technology programs. Orchestrates a world-wide government, industry & academia coalition in the discovery, development & delivery of a wide range of revolutionary technology. Provides leading-edge warfighting capabilities keeping air, space and cyberspace forces the world's best. Employs 10,800 military, civilian and contractor personnel at 17 research sites executing an annual $4B budget. For more information, visit: www.afresearchlab.com. About AFWERX The innovation arm of the DAF and a directorate within the Air Force Research Laboratory brings cutting edge American ingenuity from small businesses and start-ups to address the most pressing challenges of the DAF. Employs approximately 325 military, civilian and contractor personnel at six hubs and sites executing an annual $1.4B budget. Since 2019, has executed 4,671 contracts worth more than $2B to strengthen the U.S. defense industrial base and drive faster technology transition to operational capability. For more information, visit: www.afwerx.com.

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Emerging Technology, Infrastructure

PAR Government, in partnership with ICEYE, Awarded a Prime Spot on a $900M United States Space Force Contract

BusinessWire | August 25, 2023

PAR Technology Corporation today announced that its wholly owned subsidiary PAR Government Systems Corporation, in close partnership with ICEYE US, the leading commercial provider of space-based radar capabilities, has signed a prime contract award for the Proliferated Low Earth Orbit (PLEO) Satellite-Based Services initiative led by the U.S. Space Force. The contract serves as a mechanism for satellite-based services and capabilities to support all domains (space, air, land, maritime, cyber) with consistent, quality backed, low-latency offerings. PAR Government was one of 16 awardees on the PLEO Indefinite Delivery, Indefinite Quantity (ID/IQ) effort, which has a $900M ceiling over five years, with five-year option periods. Under the direction of Space Systems Command, the ID/IQ effort was orchestrated by the Commercial Satellite Communications Office (CSCO) and is intended to support U.S. Combatant Commands, defense agencies, other federal government agencies, and international coalition partners. “PAR Government is an innovative leader in the development, management, and delivery of critical, tactical-edge capabilities for our nation’s warfighters. We are enabling timely delivery of commercial space-based services and products directly to the mobile platforms being used by our nation’s defenders at the tactical edge. To that end, the PAR Government team includes best-in-class Synthetic Aperture Radar (SAR) constellation capabilities provided by key partner ICEYE US,” said Michael Nelson, president, PAR Government. “Delivering critical services and information through the PLEO effort exemplifies PAR’s mission of continuously improving the operational effectiveness of our military and our allies.” PAR Government’s subsidiary, Rome Research Corporation (RRC), is also included in the contract award. RRC has partnered with the Department of Defense (DOD) customers to provide award-winning satellite communications and space-related operations and maintenance services, including 24/7/365 terrestrial communication systems support, IT-related support, telecommunications engineering, and installation services, and ensures the functionality and positioning of government satellite assets for defense agencies worldwide. To date, RRC’s DOD customers have won more than 80 Defense Information Systems Agency (DISA) facility awards. “PAR Government and ICEYE US have joined forces to create ‘strength-on-strength’ value for the United States Space Force, our military, and allied partners. We are grateful for the opportunity to deliver near-real time persistent monitoring services to decision makers across the DOD under the guidance of Space Systems Command,” said Eric Jensen, CEO at ICEYE US. ICEYE US builds and operates a constellation of small synthetic aperture radar (SAR) satellites, enabling hourly revisit of any location on earth wherein insights can be derived day, night and through cloud cover. Combined with ICEYE US advanced processing techniques, end users receive reliable, relevant information across various mission applications. PAR Government and ICEYE US are committed to advancing the state of the art concerning commercial sector integration for the United States Space Force. About PAR Government PAR Government is a leader in providing computer-based system design, engineering and technical services to the Department of Defense and various federal agencies. An ISO 9001:2015 and 27001:2013 certified company, PAR Government is a wholly owned subsidiary of PAR Technology Corporation (NYSE: PAR), a leading global provider of software, systems, and service solutions to the restaurant and retail industries. About ICEYE US ICEYE US builds and operates SAR spacecraft from its manufacturing and 24/7 mission control center in Irvine, California. The company delivers unmatched persistent monitoring capabilities for any location on Earth through the provision of remote sensing data, the delivery of turnkey space systems, and by offering advanced analytic solutions. ICEYE US operates four SAR satellites licensed by NOAA. The parent company, ICEYE, has launched over 20 small satellites since 2018 and today operates the world’s largest synthetic-aperture radar satellite constellation. SAR imagery enables objective, data-driven decisions for end users in sectors such as Earth science, natural catastrophe response, and natural resource management. ICEYE’s data can be collected day or night, and even through cloud cover. For more information, please visit www.iceye.com. About PAR Technology Corporation. For more than 40 years, PAR Technology Corporation’s (NYSE Symbol: PAR) cutting-edge products and services have helped bold and passionate restaurant brands build lasting guest relationships. We are the partner enterprise restaurants rely on when they need to serve amazing moments from open to close, during the most hectic rush hours, and when the world forces them to adapt and overcome. More than 70,000 restaurants in more than 110 countries use PAR’s restaurant point-of-sale, customer loyalty and engagement, payments, omnichannel digital ordering and delivery, and back-office software solutions as well as industry leading hardware and drive-thru offerings. To learn more, visit partech.com or connect with us on LinkedIn, Twitter, Facebook, and Instagram.. Additionally, the Company's Environmental, Social, and Governance report can be found at https://www.partech.com/company/ESG.

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Emerging Technology

OPEXUS Government Process Management Platform eCASE® Attains StateRAMP Moderate Authorization

Business Wire | September 14, 2023

OPEXUS, formerly known as AINS, LLC, and leader in government process management software, today announces it has attained StateRAMP authorization for eCASE®, a built-for-government case management solution that streamlines workflows and accelerates key government processes. StateRAMP was established in 2020 to efficiently verify that service providers meet the cloud security standards required to do business with state and local governments. The StateRAMP verification process, built upon the widely accepted National Institute of Standards and Technology (NIST) Special Publication 800-53 framework, and independently audited by a reputable third-party assessment organization (3PAO), ensures the highest level of security and compliance. Achievement of this authorization underscores the company's dedication to supporting state and local governments with cutting-edge technology that enhances productivity, flexibility, and collaboration. With this certification, OPEXUS will empower state, local, and educational (SLED) agencies to elevate trust in public institutions with dynamic case management and rapid application development technology that was purpose-built for the government. OPEXUS supports public sector human resources teams by providing an umbrella of workforce management tools that include eCASE® EEO/eComplaint and eCASE® ER/LR. The company also offers eCASE® Audit and eCASE® Investigations, case-management tools built specifically for government auditors and investigators. "State and local government agencies experience many challenges keeping pace with private sector advancements in technology, cyber security, and data security software – from long purchasing timelines to budget constraints, but they cannot compromise on security,” said Howard Langsam, CEO of OPEXUS. “By demonstrating our security qualifications through StateRAMP, we are removing one more barrier to these agencies being able to purchase cloud solutions that meet both their operational and security requirements.” In 2014, OPEXUS attained FedRAMP authorization at the moderate level for its eCASE®, eCASE® COTS and FOIAXpress® solutions, including Audit, Investigations, Employee & Labor Relations, and EEO Complaints. The company has also achieved Defense Information Systems Agency Impact Level 2 (DISA IL2), FISMA, NIST 800-53 Revision 4, and FIPS certifications. About OPEXUS Get government unstuck with OPEXUS. OPEXUS is the leader in FedRAMP-certified government process management software with more than 30 years of experience supporting public institutions. The company brings operational excellence to governments’ middle office so agencies can focus on the critical work of mission delivery. OPEXUS empowers 100,000 government users with exceptional technology experiences and a built-for-government product suite, including solutions for audit, investigations, correspondence, Freedom of Information Act (FOIA) requests, and employee and labor relations. Located in the heart of Washington D.C., OPEXUS works with more than 150 public institutions in the US and Canada.

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