Business Role

• Accountable for business performance – revenue and margin goals and strategies for long-term growth
• Allocating marketing spend/mix for short-term wins and long-term strategy
  Building brand

Biggest Frustrations

• Scrutinized by everyone, from the CEO the guy in the mailroom
• Must prove – scientifically with data – that marketing programs are paying off
• At odds with CFO, who wants to spend money only on quantifiable marketing activities that direct result in measurable ROI
• Stuck with data silos and departmental squabbles
• Lacks the tools, times, or the support to develop a complete and comprehensive accounting of her company’s marketing programs

Success Factors

• Generating positive results
• Having quick access to clearly quantifiable results

Biggest Fears

• 24 month career life-expectancy - brief time to prove themselves
  Failed brand
• Plummeting market share

Information Consumption Habits

• 80% to 90% of her time is in meetings – limited time to return calls, emails or produce deliverable
• Relies heavily on email – has an assistant to filter phone calls and emails (Rarely answers landline phone)
• Being asked for results for branding, channel marketing and advertising programs

Hobbies

• Loves spending time with family
• Reading blogs
• Volunteering