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Join us for the season four premiere of FutureView, where we sit down with Sharlyn Orr, Executive Director of Global Marketing Innovation at Estee Lauder Companies. Sharalyn takes us through her fascinating shift from journalism to consumer insights to marketing and the crucial role of subject matter experts in managing information overload within large organizations. Among other areas we cover:
- How Sharalyn almost became a policewoman (kind of)
- Moving from TV news and print journalism into generational insight
- Focusing and understanding the proposition for over 45s for the Estee Lauder companies
- How Sharalyn's role intersects with consumer insight teams
- The continued importance of in-depth qualitative insight
- Sharalyn's mentors
- Characteristics of good (and bad) agencies.
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Insights, Marketing & Data: Secrets of Success from Industry Leaders