Octopus Energy’s Rebecca Dibb-Simkin: Unite product & marketing.

Why Merging Product and Marketing is Crucial: Insights from Octopus Energy’s Rebecca Dibb-Simkin

“You can’t say I just do the advertising bit.” These powerful words from Rebecca Dibb-Simkin, the Chief Product and Marketing Officer at Octopus Energy, emphasize a pivotal message in the marketing industry: the inseparable bond between product development and marketing strategies. In an era where customer experience reigns supreme, Dibb-Simkin argues that marketers who relinquish control over product development are missing a trick that can drive substantial growth.

Rebecca’s Evolution from Accountant to Marketing Leader

A Career Transformed

From accounting dreams to advertising realities, Dibb-Simkin’s journey began at Nottingham University, where she initially pursued a business degree aimed at a conventional career at KPMG. However, a compelling ad for the Ogilvy graduate scheme, penned by the renowned Rory Sutherland, changed her trajectory forever.

Her time at Ogilvy paved the way for a career filled with growth and innovation, eventually leading her to British Gas, where she honed her skills in a variety of roles, including a stint at British Swimming due to the brand’s sponsorship of the Olympic team.

Together with her team, she played a vital role in the development of the Hive smart thermostat, even spending time in China for manufacturing. As the startup environment transitioned into a larger corporate structure, she sought a revitalizing change. This quest led her to join Octopus Energy as employee number 43, a decision she cherishes to this day.

Octopus Energy: A Unique Approach to Business

Emphasizing a Startup Mentality

Octopus Energy has grown from 50,000 customers to over 7 million, establishing itself as the largest energy supplier in the UK. What’s the secret to their runaway success? Dibb-Simkin credits their “startup mentality,” allowing for swift communication across a flatter organizational structure.

“We thrive because we can quickly share feedback and information,” she states, demonstrating a core belief in integrating voices from all corners of the company. This approach allows every team member, whether in technical product roles or marketing, to make meaningful contributions.

The Imperative Link Between Product and Marketing

A Unified Vision

Dibb-Simkin’s unique title as Chief Product and Marketing Officer exemplifies her conviction that customer feedback should inform every business decision. “You can’t separate product from marketing,” she asserts. “My role is to grow the business through delightful products and experiences that resonate with customers."

By fostering a team dynamic where everyone shares responsibilities across product development and marketing, Octopus Energy ensures that customer needs are always at the forefront, preventing the isolation often seen in traditional corporate structures.

Octopus Energy’s Diverse Offerings

More Than Just Energy

While most consumers recognize Octopus Energy as a provider of gas and electricity, the company offers a diverse portfolio of services. In addition to renewable energy solutions, Octopus provides creative solutions like vehicle leasing, EV chargers, heat pumps, and solar panels. With £7 billion in funds aimed at building solar farms and wind turbines, the multi-faceted company is a key player in the global energy transition.

Commitment to Customer-Centricity in 2025 and Beyond

A Sustainable Path Forward

With 2023 marking Octopus Energy’s first profitable year, Dibb-Simkin reflects on the company’s commitment to investing in customer growth while maintaining lower prices than its competitors. “Energy is a basic human need,” she explains, underscoring the importance of accessibility and affordability for all.

How a Streamlined Team Structure Helps Innovation

Breaking Down Silos

Dibb-Simkin leads a compact team of about 25, strategically avoiding the bureaucratic hurdles that slow down many organizations. “I like to think of myself as a spider in the middle of a web,” she explains, emphasizing collaboration and speed in execution. The team operates like a creative agency, encouraging everyone to take initiative and embrace their unique specializations while maintaining a collaborative spirit.

Understanding Marketing as a Strategic Force

The Real Power of CMOs

Dibb-Simkin firmly believes that marketing is far more than just making noise about a product. It’s a powerful strategic function. Citing Peter Drucker, she notes, “The aim of marketing is to make selling superfluous.” This principle drives her vision: through exceptional product experiences, customers are naturally attracted without the pushy need for traditional sales tactics.

A Vision for the Future: Embracing AI and Emotional Connection

Harnessing Technology While Retaining Human Touch

When it comes to the integration of AI in marketing, Dibb-Simkin sees it as a helpful tool that complements human creativity. While AI can streamline operations, she emphasizes the need for quality input to ensure effective output. The philosophy behind Octopus’s innovative solutions lies in making customer interactions seamless and enjoyable.

“If we contact customers,” she remarks, “they respect us enough to engage with the email because they know it will be useful.”

Final Thoughts: The Myth of Marketing

Busting the Misconception

To conclude, Dibb-Simkin wants to dispel the myth that marketing is only about promotions. As she puts it, “Marketing grows businesses.” Her insight emphasizes the need for CMOs to be integrated into all aspects of a company, proving that the deep ties between product and marketing are essential for future success.

By examining Dibb-Simkin’s journey and the strategies at Octopus Energy, we gain crucial insights into a modern approach that values interconnectedness, customer-centricity, and agility—a lesson for marketers everywhere striving to innovate and thrive in an ever-evolving landscape.

For further insights on the changing landscape of marketing, visit Ogilvy or explore Peter Drucker’s philosophies.

By engaging with the thoughtful practices at Octopus Energy, businesses can harness the power of unified marketing and product development to create memorable experiences that resonate with customers.