What Makes a Marketing Visionary?
Transforming the Data and Technology Stack
Brian Cook, OneMain Financial, VP Marketing
“Led his team to master the art and science of using data to optimize creative in a testing strategy that proved the value of segmenting customer audiences into different lifecycles using needs-based modeling and enhanced personalization. When he arrived at OMF in 2013, he quickly transformed marketing programs from generic, static messaging to dynamic, data-driven content. ... He built a team that seamlessly evaluates customer lifecycles, credit risk criteria, and other internal and external data elements to inform and drive creative and marketing strategies. ...
“Brian Cook is a shining example of someone who exemplifies building a team that is successful because they understand what drives their business, their customers and their business partners.”
Chantal Josephy, American Express, Marketing Manager
“Chantal has been a driving force for developing lead generation attribution reporting for her team as well as identifying opportunities for better targeted communications to customers and prospects alike. She is really moving her division through the revenue marketing journey and taking cues from campaign learnings to adjust future targeting and exceed results.”
Debbie Qaqish, The Pedowitz Group, Principal Partner and Chief Strategy Officer
“Debbie Qaqish first bought marketing automation [to work] in 2004 as VP of Marketing for an Atlanta-based software company. She understood then that marketing automation would change sales and marketing roles, forever. In 2004, she became an owner and partner at The Pedowitz Group and is a visionary, pioneer and thought leader in the field of B2B modern marketing. She coined the term ‘Revenue Marketer’ in 2010 to describe the new role of marketing and created the ‘Revenue Marketing Journey’ in 2011. ... For the last six years, Debbie has been named One of the 50 Most Influential People in Sales Lead Management. She has also won SLMA’s Top 20 Women to Watch distinction for four years. Kapost named Debbie among the Top 40 Most Inspiring Women in Marketing, and FierceCMO Magazine named Debbie one of the Top 10 Women CMOs to Watch.” [And, she’s a member of the Target Marketing Editorial Board.]
Jordan Polak, David’s Bridal, Senior Director CRM
“In a challenging speciality retail environment, it is difficult to be a change agent at a well-established company needing help. Jordan understands the direction strategic marketing is headed and the pressures on retail. He utilizes a data-centric framework communicated using marketing governance to deliver an omnichannel vision.
“His changes are all in the last nine months and real-time. Jordan saw the need to stand up SMS as a channel and implemented it for transitional and promotional purposes. He partners with advanced analytics to make first-party data-driven segmentation decisions. He communicated to the organization about the IT need to house data and allow for in-database scoring of model creation.”