The future of marketing: Creating a ‘clean slate’ moment
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Marketing is changing at a dizzying pace and marketers must take advantage of any opportunity to adapt and improve their function. Once you learn to recognize them, “clean slate” moments—whether they’re organizational changes or emerging trends—have the potential to revamp and reinvigorate your marketing.
Join Aimee Schuster, chief marketing officer of Miller Heiman Group, and Dave Parro, partner and senior vice president of client services at Walker Sands, for an in-depth look at how they took advantage of the ultimate “clean slate” moment to transform an outdated, ineffective marketing department into a digital-first, results-driven organization. In her first nine months on the job, Schuster rebranded the 40-year-old Miller Heiman Group, rebuilt its marketing technology stack, implemented a new lead-flow process and closed-loop reporting, launched a new global website in six languages and introduced a new SaaS platform to market. She did this all with a skeleton marketing team and a new marketing agency that started on the same day she did. Schuster and Parro will give an insider’s look into the transformation process, along with providing tips and takeaways on how you can create your own “clean slate” moments to implement change in your organization.
Dave Parro is partner and senior vice president of client services and strategy for Walker Sands. In his role, he leads the client services and strategy group that focuses on bringing together all Walker Sands services to meet the needs of clients. An expert in developing integrated marketing strategies that drive measurable business results across PR, demand generation, creative services, branding and web, he serves as the senior strategist and consultant for clients including Miller Heiman Group, CCC Information Services and West Monroe Partners. A storyteller at heart, Parro spent nearly a decade as a newspaper reporter and editor before joining Walker Sands. He is a Chicago native and lifelong resident.BIO
Aimee Schuster is the chief marketing officer of Miller Heiman Group, where she specializes in establishing and scaling marketing departments for B2B and SaaS organizations, particularly in the realm of technology. In her role, Schuster routinely oversees all demand and lead generation, content, public relations, social media, business development and client communications. Previously, Schuster served as the vice president of marketing at Yello.co, and worked for the business development group at global law firm DLA Piper. She has served as an adjunct marketing professor at Columbia College Chicago and most recently, launched and co-chairs the Illinois Technology Association’s Women Influence Chicago Initiative.