Carina Pedersen, Senior Lifecycle Marketing Manager at IPSY, shares her expertise in personalization and marketing automation. She discusses the importance of relevant messaging and effective use of first-party data to enhance customer engagement. Carina highlights the hurdles marketers face with technology and the need for robust tools to implement personalized campaigns. She introduces a four-part framework for leveraging data effectively and emphasizes aligning marketing efforts with broader business goals to create impactful strategies.