Dawn Hilarcyzk is a seasoned executive with over 25 years of global experience in the beauty, health, and wellness industries. Currently the COO of Borghese, Dawn has also held key leadership roles at Noble Panacea, Revive Skincare, and La Prairie Cosmetics, where she has driven brand building, strategic development, and digital transformation.
Digital transformation is a game-changer for businesses looking to stay competitive in an increasingly digital world. As Dawn Hilarczyk emphasized in her talk, achieving growth requires not just technology adoption but a strategic, organizational shift. Here are the key strategies she outlined, supported by actionable insights.
The first step is acknowledging digital transformation's pervasive impact. "Digital transformation is just not about adopting a technology or new platforms. It's really about fundamental evolution," Hilarczyk stated. Businesses must identify unique organizational needs and align goals, KPIs, and tools. "Organizations say they want to be digital first, but they can’t recognize the needs within their organization," she explained.
Scalability and efficiency are crucial for growth, and cloud-based solutions provide the foundation for both. According to Hilarczyk, "One of the biggest recommendations for any new company or company getting ready to scale is to start to think about cloud-based solutions. How can you create great automation tools that allow you to scale quickly but with reasonable investment?"
These tools not only streamline operations but also enable cross-collaboration among teams. For instance, integrating e-commerce platforms with customer relationship management (CRM) systems and marketing automation tools can create a seamless flow of data and insights.
Cross-functional collaboration is the glue that holds a successful digital transformation together. "If your total organization and your teams are not on the same page...you will be hindered by this process," Hilarczyk warned. Aligning marketing, e-commerce, and CRM teams ensures a unified strategy and avoids customer confusion.
One practical solution is using tools like Google Analytics (G4) to gain consumer insights and streamline efforts. Hilarczyk noted, "You can use great tools like G4 that help you understand and predict consumer behavior and insight on a regular basis."
Data-driven decision-making is central to any growth strategy. Platforms like Google Analytics (G4) and heat mapping tools allow businesses to track customer behavior and refine their strategies. "We heat map on our website...to track what part of it was compelling," Hilarczyk shared. This granular understanding of consumer journeys enables targeted and effective campaigns.
Resistance to digital transformation is a common challenge. Hilarczyk highlighted the importance of addressing employee concerns: "When you have leaders talk about, 'Let’s be digital,'...you’ll have team members that start to feel like, 'Am I being replaced? Is my job obsolete?'"
She emphasized fostering a culture of collaboration and reassurance. Testing and adaptation can also help ease the transition. "Test and try. Until you test and try, you're not going to understand if it's working or not," she advised.
Inexpensive testing is a cornerstone of Hilarczyk’s approach. Whether it's marketing campaigns or product development, testing allows businesses to learn and adapt without significant financial risk. "Whether it's marketing campaigns or product development, testing allows businesses to learn and adapt without significant financial risk."
While customer-facing improvements often get the spotlight, backend systems like financial forecasting and demand planning are equally vital. "Operations...doesn't always get all the love, but they’re the engine," Hilarczyk said. She recommended investing in enterprise resource planning (ERP) systems and other tools to support operational efficiency.
Finally, fostering a digital mindset within the organization is key to sustaining growth. "Encourage a growth mindset so that your employees see opportunity rather than threats," Hilarczyk advised. This involves educating teams, aligning them with company objectives, and empowering them to innovate.
Digital transformation is not a one-size-fits-all solution, but these strategies provide a robust framework for businesses aiming to scale. By recognizing the need for change, investing in the right tools, and fostering a collaborative and adaptive culture, companies can unlock new opportunities for growth. As Hilarczyk concluded, "What you think you knew yesterday, we don’t know today, and you will definitely not know in the future."
Implementing these strategies can help organizations not only navigate the complexities of digital transformation but also thrive in an ever-evolving marketplace.
