What has been the most significant change in consumer behavior in the last 10 years, and how has this impacted the way you think about marketing and communications?
So much more is at the consumers’ fingertips to help them make their purchase decisions (online reviews, influencers, search, etc.) and the influx of new purchase channels has really put consumers in even more control.
Consumers no longer shop channels; they move across platforms, touchpoints, and moments. Digital tools are revolutionizing CPG baskets as shoppers are no longer bound to one path. Discovery and purchase are increasingly disconnected, so brands must think differently about how they show up. This requires marketers to shift their approach to ensure they invest in strategies that have the most likelihood to bring consumers into and drive them down the purchase funnel.
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How – if at all – do you see AI changing the way we attribute brand outcomes to marketing and communications efforts?
AI is fundamentally changing how consumers interact with brands, so attribution must also evolve. I definitely see ways in which AI is changing the way we attribute brand outcomes to marketing and communication efforts, on a few levels. As a result, it’s critical that measurement and attribution evolve to ensure these new types of touchpoints are appropriately accounted for.
One very tangible example that comes to mind is how AI is changing the Search landscape. In our measurement systems, it’s crucial to account for how Generative AI and Large Language Models now deliver answers directly – without requiring clicks from the consumer. Another example is the ability to use AI to generate creative; understanding effectiveness and the elements that contribute to success will be important as we see this continue to proliferate.
If you could wave a magic wand to fix one problem in marketing and communications, what would you do?
I think there are two things that come to mind, if I may 😊. My personal pet peeve is continuing to be followed around the Internet with ads for a product that I just purchased. AI enables hyperpersonalization – allowing companies to tailor recommendations, offers, and services to individual needs and interests, making media and buying experiences more relevant. There are solutions that connect actual purchase information in real-time to inform you that it’s not the right time for more ads for that product right now!
On a professional and measurement front, I truly want to see marketers making data-driven decisions about their media plans. We have made great progress on this front, but we still have a ways to go to truly make full-funnel measurement faster and more scalable so that it can fully be incorporated into the media planning process.
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What are the key skills and mindsets that are critical for success when leading measurement teams today?
Strong communication, storytelling, and translation of insights into action are vital skills. Data and analytics are great, but if no one can understand them or their implications, they go into a void rather than being utilized as they were intended.
Balance is also a word that comes to mind. Things are changing so fast that it’s critical to be able to adjust course as needed. That being said, having no direction or vision and just trying to pivot every time a new thing comes along, prevents actual productivity. So, I believe that it’s critical to find a balance of both.
In terms of hard skills, whether we like it or not, AI is here, and while I don’t think it’s necessary that everyone be super-technical in the weeds, it is really important to understand the general concept of and how AI works so we can make the best use of it. While it is a buzz word, I do think it’s here to stay (and will only continue to evolve) so we should learn to understand the core of what it is so we can use it to our advantage.
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What has been the defining moment of your career so far, and why?
I feel blessed to have had many that it’s hard to choose! I will say that the one connecting thread between all of them is incredible, strong, and supportive leadership and mentors who not only elevate me for growth opportunities and provide me with useful feedback so I can continue developing my skills and experience, but also allow me to be fully who I am at work so I can really bring my best self to work and encourage me to keep course when I’m struggling to see the light at the end of the tunnel. As they say, “it takes a village,” and I wouldn’t have any defining moments without mine bolstering me.
I guess that does bring up a recent career-defining moment when I had the privilege to run the Campaign Analytics Client Insights & Delivery team at Nielsen Media. It gave me an incredible opportunity to pay forward what I had been so generously given and really solidified my large team leadership skills, which propelled my learning and development in one of the most exciting ways yet in my career.
I am so excited about what’s coming next and future career-defining moments I’ll have the privilege of experiencing!
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What one piece of advice would you share to those starting their career in marketing and communications?
Find people who are smarter than you and do everything you can to learn from them. You obviously have to showcase your aptitude, skills, and experience to impress hiring managers and get the job. But, when you are early in your career (and frankly at any point in your career), seek out those who you can learn from and be relentless in your curiosity. We work in an industry with brilliant minds and we all can learn from each other and will be better for it.
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