Shopper Marketing - October 2016 - 174
MaxPoint: Lynn Vitello, Vice President of Marketing
So what motivates you?
Trying to be creative in front of the most brilliant marketing
minds in the world. We're marketing to marketers, and that's
a lot of pressure. It's all about being creative to get their
What are you most proud of in your work?
Instead of pointing to one thing, I'd say it's a mindset and
understanding the need for custom marketing strategies.
We're always pushing to adapt our marketing strategies to
see what resonates in each local market.
What challenges do you face with this mindset?
How to make that scalable. We reorganized our teams
last year to be able to be more specialized in each of our
segments and know each audience inside and out so we can
create those custom strategies.
Where would you like to go from here?
I love managing, creating, building and growing a marketing
team, so I'd like to keep doing what I'm doing. I've spent
most of my career in technology, and especially advertising
technology is fascinating to me.
lways fascinated by the art of marketing, Lynn Vitello knew it would be her career. She has spent more
than 20 years in business-to-business and consumer
marketing across all strategic marketing functions
at smaller startup companies as well as large corporations,
drawing a connection for both her life and her life's work
on advice her mother once gave
her. "She used to tell me to create
relationships, be genuine and really
understand how people think and
what matters to them," Vitello says.
"If you think about it, that applies to
marketing every day."
What, specifically, gets you most excited?
The evolution of one-to-one marketing. And thinking of all
the ways we can more meaningfully and more relevantly
engage with our customers.
How close are we to that?
We're closer than some may think ... and we're going to
"We're marketing to marketers,
and that's a lot of pressure."
Please describe your current role.
I'm responsible for leading the overall marketing efforts for
MaxPoint, which includes three segments: corporate marketing, agency and shopper marketing.
When did shopper marketing come into your scope?
When I first joined MaxPoint a little over five years ago. My
first job was B2B marketing at a transducer company. I'd
always been enamored by consumer marketing, but this was
more challenging. I'm still doing B2B, but this is much closer
to the consumer marketing that I fell in love with.
How do you view the path to purchase?
It's definitely not a standard path for everybody. It's getting
it to that one-to-one - that personalized marketing - that
I'm really focused on. Imagine if you could act on what your
customers want today with real-time, up-to-the minute
intelligence, and give them what they want when they want
it. It's easier said than done, but that's the dream.
What intrigues you most about shopper marketing today?
Realizing other relationships between the retailers and
brands and how they have dedicated teams at each brand
for each retailer.
WOMEN OF EXCELLENCE