What has been the most significant change in consumer behavior in the last 10 years, and how has it impacted the way you think about marketing and communications?
The proliferation of phones, apps, and all the implications and knock-on effects of being constantly connected – primarily the explosion of content, resulting in increased screen time, fragmentation of media, and the rise of influence culture. All of this is interconnected and has had major implications on marketing ecosystems and how information and opinion travels.
What do you read, listen to, or watch to keep track of developing issues and consumer dynamics?
More and more I’m getting a lot of industry info from LinkedIn. Besides that, NYT, Fast Company, the industry trades, podcasts etc.
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Has there ever been an issue, trend or dynamic that you thought was going to be bigger than it turned out to be?
Clubhouse lol
Can you give an example of a marketing or communications strategy from a different sector that inspired you at some point during your career?
There are so many. The one that ticks a lot of boxes is Nike – they are best in class not just with positioning and advertising and partnership strategies, but also with community building, infrastructure building (the run app, those Nike+ chips in shoes, running clubs, etc).
What one piece of advice would you share to those starting their career in marketing and communications?
Know where you want your career to go, and build towards that intentionally.
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What has been the defining moment of your career, and why?
Early on in my career, identifying the power that social media would have and running towards the bleeding edge of the industry.
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Where to find Orli:
- LinkedIn: https://www.linkedin.com/in/orlilewinter
- Website: https://orlilewinter.com/