Suggestions
Shelby Senzer
Partner at The Boston Consulting Group (BCG) - Digital Marketing + Personalization
Shelby Senzer is a Managing Director and Partner at Boston Consulting Group (BCG), based in Atlanta, Georgia.1 She is an experienced strategist, digital marketer, and general manager with a focus on data-driven marketing, modern marketing operating models, and marketing spend optimization.
Professional Background
Shelby is a core member of BCG's Digital Marketing Accelerator (DMA) and Marketing, Sales & Pricing practice.1 Her work primarily involves:
- Using data-driven approaches to optimize digital media spend
- Driving e-commerce conversion
- Building personalized experiences in consumer verticals
Some of her recent projects include:
- Optimizing cross-property omnichannel conversion for a global optical business
- Designing and implementing a data-driven marketing program for a global brewer
- Optimizing media spend for a multi-brand retail conglomerate1
Career History
Prior to her current role at BCG, Shelby has held various leadership positions:
- Head of Growth & CX at 2ULaundry
- President and SVP of Sales and Product Development at Babiators
- Engagement Manager and Associate at McKinsey & Company
- Program Director at Atlanta Families' Awards for Excellence in Education
Interestingly, Shelby began her career as a First and Second Grade Teacher at Atlanta Public Schools and as a Teacher/Corps Member Advisor at Teach for America, demonstrating her passion for education and people development.
Education
Shelby holds a Master of Business Administration (M.B.A.) in Strategy, Decision Analysis, and Leadership from Emory University - Goizueta Business School. She also has a Bachelor of Science in Industrial and Labor Relations from Cornell University.
Approach and Expertise
Shelby is known for combining a highly analytical approach with an innovative "growth hacking" mindset to help her CPG and retail clients achieve high-impact growth.1 She has a strong passion for working at the intersection of analytics and creativity, connecting and developing people, building teams and culture, and driving high-impact growth.
Her expertise spans across various areas of marketing, including digital marketing, e-commerce, customer experience, and data-driven strategies. Shelby's diverse background, which includes leading an e-commerce startup and establishing data-driven marketing capabilities for major advertisers, contributes to her unique perspective in the field.
Highlights
This Google decision is just putting off the inevitable. It remains critical for organizations to own and augment their own first party data.
https://lnkd.in/e4esWTTE
#marketing #privacy #firstpartydata #personalization #digitalmarketing
The number one challenge top of mind for most CMOs is measurement. How can I better understand the impact of my marketing spend based on short term commercial performance and longer term brand strength? Especially when you can't don't own purchase data, building a strong measurement infrastucture is critical to making data-driven decisions around marketing spend.
And this is getting even more challenging with changes to the marketing ecosystem:
👥 Increasingly complex consumer journeys 🧑💻 New platforms and marketing channels 🔎 Stricter privacy practices
Check out this piece that I co-authored with several colleagues on this exact topic!
#Marketing #DigitalMarketing #PerformanceMarketing #Brand #MarketingMeasurement
