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Shar VanBoskirk

VP, Principal Analyst

Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.

Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling, and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Previous Work Experience

Shar returned to Forrester in 2004 after several years away working in marketing consulting. Shar served as research director for marketing research boutique, TideWatch, where she led internal strategy efforts and client strategy projects. Shar was also a consultant with Carlson Marketing Group's Business Strategy Consulting team, developing CRM and email programs for clients including British Airways, Buena Vista Home Entertainment, and Home Depot. Shar began her career at Forrester in 1997 during the early days of the internet and has written research on customer loyalty, display media, search marketing, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, ShopTalk, DMA, Shop.org, and the Email Service Provider Coalition events, among others. She is widely quoted in the press, including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal. Shar is a frequent guest on CNBC and National Public Radio.

Education

Shar is a graduate of Harvard University.

Shar helps CMOs lead customer-obsessed strategies at their firms while also transforming their marketing functions to deliver brand experiences that are relevant to empowered customers. Her specific research focuses on marketing strategy, budgets, staffing, organization, and creating an operating model for customer obsession.

Shar has spent many years helping clients create optimal digital marketing teams and programs, leveraging research on email marketing, consumer psychology, storytelling, and digital maturity. During her 18 years with Forrester, Shar has been instrumental in the development of many of the company's marketing program evaluation methodologies, training courses, and marketing planning tools and has also been part of Forrester's sales and consulting organizations.

Previous Work Experience

Shar returned to Forrester in 2004 after several years away working in marketing consulting. Shar served as research director for marketing research boutique, TideWatch, where she led internal strategy efforts and client strategy projects. Shar was also a consultant with Carlson Marketing Group's Business Strategy Consulting team, developing CRM and email programs for clients including British Airways, Buena Vista Home Entertainment, and Home Depot. Shar began her career at Forrester in 1997 during the early days of the internet and has written research on customer loyalty, display media, search marketing, and marketing measurement and planning.

A popular speaker, Shar has been seen on stage at ad:tech, ShopTalk, DMA, Shop.org, and the Email Service Provider Coalition events, among others. She is widely quoted in the press, including such media outlets as BusinessWeek, Fortune, The New York Times, and The Wall Street Journal. Shar is a frequent guest on CNBC and National Public Radio.

Education

Shar is a graduate of Harvard University.

Shar VanBoskirk's Most Recent Research

Research

Aligned, Defined, Fluid, Fast: Four Principles Of Effective Structures

Structure Should Help You Put Your Vision For Customer Obsession Into Practice
April 23rd, 2021 | Shar VanBoskirk

Chasing an ideal org structure won't make you customer obsessed; structure should be an enabler of your strategy for customer obsession, not a substitute...

5 min read
Research

Forrester Infographic: Work To Maintain Pandemic-Level Email Marketing Engagement

April 19th, 2021 | Shar VanBoskirk

In the decade spanning 2006 to 2016, consumer data showed stable and often improving perceptions of email marketing. But in the years that followed, a...

1 min read
Research

Assess Your Recovery Potential

Use The Pandemic Assessment To Identify Your Company's Mode
October 5th, 2020 | Shar VanBoskirk, Jay Pattisall

The COVID-19 pandemic and accompanying recession are rewriting the norms and behaviors for every person, family, brand, and business. Whether struggling...

5 min read
Research

How To Pivot To People-Led Planning

The Pandemic Makes Taking An Adaptive Approach Critical
September 14th, 2020 | Shar VanBoskirk, Stephanie Liu

Static marketing plans — often relegated to a single spreadsheet that marketers revisit a handful of times a year, if ever — can't abide when a global...

11 min read
Research

Pick The Email Vendor That Fits Your Use Case

Email Marketers Share What They Want From Vendors
August 31st, 2020 | Shar VanBoskirk

In a market landscape as mature as email marketing, it won't be easy to find vendor shortcomings. Client references from our Q2 2020 Forrester Wave™ evaluation...

5 min read