Klaus Werner, the chief marketing officer at Global Industrial Co., was named one of MDM’s Digital Innovator Award winners because of the numerous initiatives he has helped drive at the industrial distributor in this last pandemic-plagued year. In addition to leading the company’s rebranding efforts, including a website redesign, Werner oversaw the creation of a Knowledge Center that provides customers with expert advice and product info. He also managed a new social media campaign that saw Global Industrial venturing into the unlikeliest of channels for a distributor — TikTok. In this edition of the MDM Podcast, Senior Editor Eric Smith speaks with Werner about the busy year for him and his team, and how their initiatives resulted in measurable improvement for Global Industrial’s bottom line.