02/21/2025
It’s what’s known as intuition: back in 2014, with a degree in economics from Russia, Ekaterina Polishchuk (who graduated the Master in Digital Marketing & Customer Experience Management in 2016) sensed that digital technology would play an increasingly important role in all aspects of our lives. As luck would have it, IÉSEG had launched its Master program, which was exactly what she was looking for. It was a practical course which Ekaterina then put into practice working for Nissan where she has now been for almost a decade. During this time, the automotive industry has experienced some of the greatest upheavals and challenges in its history. Our graduate takes a look in the rear-view mirror…
Let’s just say I was in the right place at the right time… with the right skills! Nissan’s European headquarters was recruiting for an English-language internship with a role in the customer loyalty department. It was a subject that matched perfectly with my IÉSEG training and was the ideal opportunity to put everything I’d learned into practice. It was a bit of a gamble. Nine years later, I don’t regret taking it and I’m now French!
My main mission is to oversee the development and optimization of our various digital platforms to improve the customer’s online journey and overall experience. This includes the smooth and continuous development of our e-commerce platform and the implementation of a roadmap for our digital products, with a clear objective: to maximize the company’s growth and customer satisfaction in Europe, Australia and Middle East.
Some of the main ones would be the boom in electric vehicles, the development of on-board connected services, advances in autonomous driving and the digitization of sales and the customer experience. Sustainable development challenges have spurred on innovations in energy and cleaner production, while the exponential growth of e-commerce has revolutionized the way customers research, buy and interact with brands.
Another aspect is the way drivers think about mobility, as we gradually move from traditional ownership to flexible solutions such as car-sharing, subscription systems or car-pooling. These successive upheavals have led manufacturers to redefine their ranges, focusing on urban mobility and electrification…
A vehicle that responds to the challenges of sustainable development, safety and the very latest technology. This is reflected in a growing demand for electric or hybrid cars, which offer smart features and realtime services, as well as advanced driving assistance systems and autonomous functions.
In response, we recently presented our ARC Business Plan: 30 new models will be launched by 2026, 16 of which will be electric. We are aware that for the public to adopt them more widely prices will have to come down, and we are aiming to reduce costs by 30% by 2030, to be as affordable as a petrol-powered car.
This will require substantial investment in next-generation battery technology through strategic partnerships. We will continue our efforts in the field of driver assistance and smart vehicle functions to enhance the appeal of our electric vehicles and make Nissan a pioneer in each of the above areas.
It has grown steadily over the last few years. I was lucky enough to lead the digital transformation of Nissan, which was a forerunner in this field, moving from a presentation website to a fully integrated e-commerce platform. Creating a seamless, fluid online shopping experience was a major challenge: we had to ensure continuity and consistency between the online experience and that at the dealership. To achieve this, I relied on the ability to purchase vehicles from existing stock online, a feature first launched in the United Kingdom in 2022 and then extended to major European markets. This type of initiative offers customers a greater transparency on prices and delivery times.
Now is very much the time for personalized strategies, based on data, but also on the use of Artificial Intelligence, which enables us to put out tailor-made messages, product recommendations and relevant, engaging omnichannel experiences. “Social commerce” is growing steadily, thanks to platforms like Instagram and TikTok that offer direct purchasing, while influencer marketing is developing trust between brands and consumers, encouraging conversion and the act of buying. In addition, advertisers are focusing on loyalty programs to foster deeper ties with their customers, to encourage engagement and develop a sense of belonging and authenticity.
Against a backdrop of exponential growth in Artificial Intelligence, I plan to move to the role of Chief Digital Officer, drawing on my experience in CRM, digital marketing and e-commerce. I firmly believe that A.I. can simplify the customer experience, create fluid relationships with consumers and maximize engagement with brands. Digital transformation is a subject you can never really get to grips with, and I’ll make sure my company always stays one step ahead…
After an internship at Nissan, Ekaterina joined Publicis as a CRM consultant, learning the ins and outs of successful strategy for the agency’s clients.
She then returned to the marketing department at Nissan’s European headquarters, where over the years she has managed customer relations, digital marketing, promotional campaigns and e-commerce.
It was a logical career path built up gradually, which has enabled her to acquire a range of skills to improve customer engagement and company growth.
