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Thursday, October 28 • 3:45pm - 4:15pm
Re-Designing the Marketing Org PT 8: Innovating with Integrated Cross-Functional Pilots

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In the last 18 months Shiseido uprooted its US digital arm to Tokyo, divested 3 of its major brands (Bare Minerals, Buxom, Laura Mercier), and firmly established itself in the ever-growing skincare game with a focus on both inner and outer beauty. All these changes didn’t come without some steep learning curves, expertly handled by a team of dedicated executives.
In this session Mary Gerzema, SVP, Digital Marketing, Media & Consumer Insights, Shiseido Americas Corporation + Jessie Dawes, VP, Integrated Marketing Strategy & Consumer Engagement, Shiseido & Cle de Peau Beaute reveal the dramatic cultural changes that enable innovation, collaboration, and agility. You’ll learn how they helped reorganize the brand for the new consumer, ensuring a rich and successful future for the enterprise.  

Mary Gerzema, SVP, Digital Marketing, Media & Consumer Insights, Shiseido Americas Corporation
Jessie Dawes, VP, Integrated Marketing Strategy & Consumer Engagement, Shiseido & Cle de Peau Beaute
Speakers
avatar for Mary Gerzema

Mary Gerzema

SVP, Digital Marketing, Media & Consumer Insights, Shiseido Americas Corporation
Mary Gerzema joined The Estée Lauder Companies in 2011, in a newly created position as VP Corporate Global Media.  In this role, Mary was charged with developing a center of excellence to drive an integrated approach to media strategy and planning and build the internal capabilities... Read More →
avatar for Jessie Dawes

Jessie Dawes

VP, Integrated Marketing Strategy & Consumer Engagement, Shiseido & Cle de Peau Beaute
Jessie Dawes is a marketing strategist with deep experience in digital, interactive and emerging media and highly skilled in developing brand and product strategy and deriving data-driven consumer insights. Jessie has a strong understanding of complex markets, products and technologies... Read More →

Thursday October 28, 2021 3:45pm - 4:15pm EDT
  Live + Livestreaming