Marketing Over Bourbon with Sheila Butler: Data-Driven Strategies & Bold Moves

Episode page with video, transcript, and more

My guest for Episode #300 of the My Favorite Mistake podcast is Sheila Butler, a Chief Marketing Officer with over 25 years of experience shaping integrated marketing strategies, building global loyalty programs, and driving customer engagement across both B2C and B2B sectors. 

She's the founder of Butler Marketing Group. Her track record includes leadership roles at Disney, JPMorgan Chase, Choice Hotels, and Axiom Bank.

She has a Bachelor of Science in Music and Business/Arts Administration from Indiana University and an MBA from UNC’s Kenan-Flagler Business School.

Today, Sheila shares her unique journey from a childhood passion for music and a stint at Disney, where she learned valuable lessons about the trade-offs between passion and pay. Despite a career start marked by lower-than-expected salaries and tough financial realities, she found that the relationships and experiences she built were invaluable. Her candid storytelling reveals how her early experiences taught her the importance of seizing opportunities—even when they seem like mistakes in the short term—to build a network that ultimately became a cornerstone for her current success.

Now, as the founder of Butler Marketing Group and host of her new podcast, "Marketing Over Bourbon," Sheila focuses on leveraging data-driven strategies to guide marketing decisions. She emphasizes creating safe spaces for experimentation, the power of testing and learning, and the need to balance strategic objectives with creative expression. Interwoven with her passion for bourbon, Sheila’s insights on marketing resonate with listeners who appreciate both practical advice and a genuine, relatable approach to career growth.

Questions and Topics:

• What's your favorite mistake?
• What are you drinking?
• Do you prefer a bourbon Manhattan or a rye Manhattan?
• Have you worked with any small distillers or distilling companies?
• What drove you to launch your company?
• How do you handle it when data contradicts expectations?
• What trends are you seeing with companies becoming more data-driven in marketing?
• Is half of your ad spend wasted, or is that changing with improved data insights?