Tanya Thorson

Before diving into AI, define your objectives. Are you aiming to boost lead generation, enhance customer service, or increase operational efficiency? Setting SMART goals—specific, measurable, achievable, relevant, and time-bound—provides clear direction and a way to measure AI's effectiveness in your marketing tactics. This clarity will guide your decisions on the types of AI to implement and the resources you'll need. Aligning AI initiatives with precise goals ensures that your investments drive meaningful results and sustainable growth.

Integrating customer feedback into marketing analytics means aligning it with key metrics like conversion rates, engagement levels, and customer lifetime value (CLV). By correlating feedback with these metrics, you can see how customer sentiments impact marketing performance. This holistic approach helps make informed decisions on resource allocation and campaign refinement, ensuring your marketing efforts resonate better with your audience. This strategy not only optimizes results but also builds stronger, more customer-centric marketing initiatives.

One thing I’ve found helpful is dedicating time each week for team reflection. This fosters a culture of continuous improvement, where feedback and insights are shared openly, driving our creative journey forward and keeping our marketing efforts impactful and aligned with industry trends. And it’s a great opportunity to bring your team together and collectively have a discussion with outcomes

Incorporating mindfulness into my daily routine has been a game-changer for both my personal and professional life. At work, I’ve found that taking a few minutes each day to be fully present helps me manage stress and make clearer decisions. One time, before a critical meeting, I practiced mindful breathing which allowed me to enter the room calm and focused, leading to a more productive discussion. This practice has improved my emotional intelligence and enhanced my leadership by fostering a more thoughtful and empathetic approach to team interactions.

In my role as Vice President - Head of Global Marketing at Network Perception, I spearheaded the launch of innovative marketing strategies that adapted to the rapidly evolving cybersecurity landscape. By fostering an agile mindset, my team could quickly pivot our tactics in response to emerging threats and market shifts, ensuring our solutions remained relevant and effective. This flexibility not only drove significant engagement but also positioned us as thought leaders in the industry, demonstrating the critical importance of agility in maintaining a competitive edge.

During my tenure at Jockey, I spearheaded a cross-channel integration strategy while working with Target. We coordinated social media campaigns, merged email marketing lists, and implemented cross-promotional activities on both brands’ websites. This collaboration maximized our reach and ensured consistent messaging across all platforms. By leveraging the strengths of each brand’s existing channels, we significantly enhanced our market presence and customer engagement. This experience underscored the importance of maintaining a unified approach to branding, ensuring both brands benefited equally and achieved sustainable growth.