Correspondence: Beth Weesner, Marketing Transformation Services, 350 Bay Street, Suite 100, San Francisco, CA 94133, USA. Tel: 415 775 6270; E-mail: bw@marketingtransformation.net

¹is the Principal of Marketing Transformation Services (MTS), a consulting practice that offers services for companies who want to leverage technology to impact the hard (money and productivity) and soft (people and motivation) investments to their bottom lines. Beth's business foundation includes more than six years working with marketing automation field leaders as an industry expert. She was responsible for guiding product development, marketing, sales, analyst and investor relations, and held key roles in the Marketing Resource Management (MRM), Marketing Automation and Marketing Performance Management groups, with industry leaders such as Aprimo and Unica. She established and cultivated relationships with client partners, including Accenture and IBM. Prior to entering the marketing automation space, Beth held key positions with leading companies in the telecommunications and consumer product industries. She has a Bachelor of Science degree from San Diego University in Business and Marketing.

²joined Marketing Transformation Services in October of 2007, with an extensive background in multi-channel marketing (online and offline), both B2C and B2B. He currently sits on the Interactive Marketing Advisory Board (IMAB) and is actively involved with the Direct Marketing Association (DMA). Prior to leading MTS, Shawn was Senior Vice President of Online Customer Management at Wells Fargo, where he oversaw the marketing of over ten million online banking customers. Prior to Wells Fargo, he spent four years at eBay, where he ran all onsite and offline direct marketing efforts to its 80-plus million registered users in the US. In addition to being responsible for all marketing communications emails directed to eBay's community base, Shawn led the team that launched the first DM "offline" mailings to support customer demand and seller education in 2004. He also held the position of executive sponsor of eBay's MRM initiative. In addition, Shawn served as Vice President of marketing for B2B Brand Group (T. Shipley, Awards.com and Reliable Home Office), managing their online and offline efforts, and was Vice President of Marketing for Seta Corporation.

Abstract

With new, disruptive trends such as social media heavily influencing marketing decisions, how do you market to the new, self-directed consumer? The new marketing operations executive understands that there is an art to marketing, can help develop management systems and platforms and processes for standardization, while leaving room for some creativity to occur.