Marketing VP Reveals: How Leveraging Data Builds Great Global Brands
by Marelise Gilbert
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What you'll discover
when watching Marelise's story
- Leveraging data and analytics is crucial for making informed marketing decisions and demonstrating ROI.
- Content remains king in marketing, but must be strategically created and distributed to reach the right audience.
- Branding is essential for creating awareness, differentiation, and emotional connections with target customers.
- AI can be a helpful tool for research and content creation, but human expertise and thought leadership cannot be replicated.
- Marketing metrics should evolve beyond just lead generation to measure brand awareness, engagement with your content, and sales impact.
- Effective leadership in marketing involves coaching, mentoring, and creating a psychologically safe environment for teams.
- When hiring marketers, look for candidates who are humble, hungry to learn, and emotionally intelligent.
Meet Marelise Gilbert - Vice President of Marketing @ Entersekt
Marelise Gilbert is the Vice President of Marketing at Entersekt, a leading financial authentication provider for banks and credit unions. Her journey in marketing began with a childhood fascination for advertising and journalism.
Marelise’s career path took her from advertising agencies to customer analytics within online gambling, where she discovered her passion for data-driven decision-making. She then transitioned into software and technology, honing her skills in leveraging data and analytics to understand target audiences.
At Entersekt, Marelise combines her expertise in branding, content creation, and metrics to build a strong brand presence. She leads a remote team, emphasizing psychological safety and work-life integration.
With a background as an integral coach, Marelise believes in mentoring her team members both professionally and personally. Her leadership philosophy focuses on finding team members who are humble, hungry, and smart.
Check out Marelise Gilbert's thoughts on content marketing
When it comes to content creation and distribution, Marelise shares:
"Content will always be king. It will always be the foundation of everything that we do in marketing. It has a lot of power to make people really believe in you. Its power to tell stories is what really engages people. Content needs to solve, not sell.”
She also shares her perspective on AI in marketing:
"AI for us is certainly very helpful. It does the research for you and on your behalf. I think that's where AI plays a fantastic role in terms of helping with content."
And advice for young marketers:
"Make sure that you understand the analytical side of it. Even if you're in a junior position, make sure that you start understanding analytics and the metrics from a very young age."
Marelise gives thoughts about collaborative sales:
“From a demand generation perspective, we have seen great ROI through channels where we have closely collaborated with our sales teams.”
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