Speaker Biography

Alicia Arnold

Principal Consultant

Sessions Featuring This Speaker

Forrester's Forum For Marketing Leaders

04/14/2015

  • 02:30 PM - 03:00 PM

    Managing Agencies For A Connected Brand Experience

    As marketers move from managing their brands to leading a connected brand experience, they need agency partners that can execute their vision. And marketers must reorient themselves to the shifting terrain of the agency landscape where digital is no longer an agency differentiator. How can marketing leaders best engage the right agency partners, manage performance, and align agency selection with brand experience goals? This panel will discuss:

    • How to replace a channel-led strategy in favor of one that uies all customer touchpoints.
    • How to reorganize your agency roster to create transformative experiences, craft and distribute connected brand stories, and leverage technologies to drive connected brand experiences.
    • How to manage and incent agency partners, including onboarding and accountability for shared goals. 

  • 04:20 PM - 04:50 PM

    Change Agents: Driving Media Innovation

    Serge Del Grosso, Head of Media Strategy, eBay Enterprise

    Not very long ago, media was the dull backwater of the marketing game: a transactional business driven by obscure metrics and sometimes dubious analysis. But as new technologies have blossomed and channels proliferated, innovative brands have moved media to the front of the pack. In the process, some have even reversed the traditional relationship between media and brand, with media steering brand rather than the reverse. In this panel, we will discuss:

    • How leading media teams are harnessing and driving innovation in their organizations, strategies, and execution.
    • How to sort and prioritize the dizzying array of platforms and channels available.
    • How the speed of digital media platforms has empowered some to define and refine brand in real time.

Research Focus

Alicia is a principal consultant in Forrester's B2C Marketing consulting practice, which provides research-based consulting services to CMOs and B2C Marketing Professionals. With 18 years of award-winning digital experience, Alicia helps clients navigate the evolving digital landscape to drive profitable growth.

Previous Work Experience

Prior to joining Forrester, Alicia served as senior vice president, account director at Hill Holliday. With nearly two decades of digital, social, and marketing experience, she has a diverse background that spans financial services, retail, and consumer goods. Alicia has managed consulting engagements for companies including Bank of America, IBM, Unilever, Fidelity Investments, Reebok, The Hartford, and Humana. Her experience includes global digital strategy, website development, social media, mobile, content and digital marketing. She is driven by building lasting client relationships and working with her teams to create best-in-class, customer-centric solutions. Alicia is the author of two books and has been published by Bloomberg Businessweek, The Huffington Post, and MarketingProfs. She has won numerous awards throughout her career including multiple Cannes Lions, Create, MITX, W3, and WebAwards.

Education

Alicia holds a Master of Business Administration and a Master of Science in creativity, innovation, and change leadership from Bentley University, where she graduated with a 4.0 GPA.