Liam Hewitt, Head of Growth at Candy Kittens, highlights his success in growing a brands’ digital presence. “I have really enjoyed helping various businesses grow their digital presence - particularly revamping their digital marketing strategies and helping them understand the difference between advertising on each social platform. I love the tangible results you can see quickly through making decisions.”

However, this success is not without its challenges, including increased competition, staying updated with evolving technologies, and understanding customer expectations. One key challenge Liam is tackling at Candy Kittens is navigating the shifting landscape. “TikTok shop for example has massive opportunity but getting the product, pricing and marketing strategy is different for each brand - and explaining this to various stakeholders can also be a challenge. With more choice comes more dilution of demand - how do you sell on D2C but also Amazon, TikTok and other 3p sellers?”

As new trends continue to reshape the market, Liam offers his perspective on how these developments will transform the industry by 2025. “Digital advertising is going to change massively - so many brands are moving away from traditional channels and into platforms like TikTok - with people's attention spans becoming shorter due to the rise of short form content - digital marketing and landing a brand message is going to become more of a challenge.”