Michelle Urwin, VP Marketing
This is the fourth in our pre-KITP ‘5 Questions With…” series, where we sit down with our speakers and ask them 5 questions from the world of marketing, advertising, and business. Nice and simple.
This time, we stayed on our home turf and chatted to Shahar Erez, our new CMO.
His more than 15 years of experience working with Fortune 500 companies put him in a unique position to provide a sobering view of where the world of marketing is heading.
1. Your KITP presentation is entitled ‘Ready Advertiser One’. Can you give us a sneak peek into what that means?
Sure!
I want to explore how brands can create experiences that appeal to today’s digital natives. How, for example, can marketers interact and influence consumers beyond the interactions of a shopping cart? I believe that advances in mobile and cloud-based computation are the foundation for new approaches to building permissive, value-oriented digital experiences that focus on augmentation. The presentation will highlight successful approaches that can be implemented today, and that don’t require haptic bodysuits or VR helmets!
2. You’ve recently been appointed CMO of Skai (congratulations!). How are you planning on putting into practice some of the things you speak to marketers about on a daily basis?
That is a great question, I certainly hope I will practice what I preach!
But, to be honest, it’s only week three on the job and there is sooo much I still need to learn and wrap my head around. I promise to update as I ramp up!
3. What role does technology play in making marketing more human, if any?
Technology empowers marketers to provide individuals with a more “tailored” experience and with tools to turn advertising and marketing as a whole into a memorable experience and not as a hazard. All that assuming it is done right and with the right levels of investment and humility.
4. What would be the one thing you wish businesses or marketers did differently and why?
This may sound funny, coming from the type of business I represent but I often wish marketers would have a more structured, impact-driven thought process. How do we invest our corporate money to generate true growth? Marketers need to plan, invest, research and iterate with a clear long-term view of the ‘true north’.
5. Is there a book, a talk, or a person who inspires you in both professional and personal life?
There are quite a few, I make it a habit to always have a book sitting next to the bed and I always have a backlog that just tends to grow. Right now I have a few waiting – Four, by Scott Galloway, Hit Refresh by Satya Nadella, and Forged in Crisis by Nancy Koehn.
The one I enjoyed the most recently is called Play Bigger. It’s written by a few writers, one of which is Chris Lochead, who was Mercury’s legendary CMO (and happens to have a great podcast called “Legends & Losers“).
I know Chris a bit, but this book really helps cleanse a lot of the concepts I have been raised on in what it takes to build successful businesses that thrive through time and how to create business leading categories that change the world. Highly recommend for anyone building or running a business.
And that’s a wrap!
You can connect with Shahar on LinkedIn or Twitter and if you are eager to hear him speak, come to our KITP event on 5th July 2018.
Register HERE
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