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Expert Topic

Customer Life Cycle Marketing

Customers today are exposed to brands and products through an array of channels – web sites, online advertising, Twitter, Facebook, brick-and-mortar locations.

To stay competitive, companies must have cohesive strategies in place to find and engage their customers, and keep them engaged over time.

Customer life cycle marketing takes into account the many strategies that can support this goal, including effective use of data, strategic use of content across channels, and fostering an internal culture of collaboration.
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Meet the Expert

Mary Gilbert

Consultant Mary Gilbert
President, Kinanda Sustainable Brand Development
San Francisco, CA
  • English
Expert Topic:

About Mary

  • 20 years experience in digital marketing, loyalty marketing and customer relationship marketing.
  • Clients have included: Microsoft, AOL, Cisco, 3Com, EA, HP, Intel, Sun, Oracle, Wells Fargo, and Mindjet.
  • Built and grew MRM Worldwide's agency account for Microsoft. Led launch of SharePoint, the highest-performing B2B campaign in history of Microsoft. Led the agency relationship with Microsoft's U.S. subsidiary, with $25MM in fees and $100MM media.
  • Founded Kinanda Sustainable Brand Development, which helps brands and agencies cultivate behavior shifts and create sustainable institutional value and growth. Clients include Walmart, Virgin Atlantic, Destination British Columbia, Intel.

Experience

Founder • Kinanda Sustainable Brand Development
Jun, 2011 — Present
  • Helps brands and their agencies cultivate behavior shifts and create authentic sustainable institutional value and growth.
  • Conceived the paid TV industry’s first consumer engagement program for the launch of Intel’s first direct-to-consumer product.
  • Led consumer engagement strategies for Virgin Atlantic and Destination British Columbia.
  • Creating an optimization strategy for Walmart's employee wellness program.
  • Works with sustainability industry leaders applying new methods to accelerate global behavior change.
  • Advises socially-conscious startups and NGOs.
SVP, Director of CRM • Draftfcb San Francisco (now FCB San Francisco)
Oct, 2010 — Jul, 2012
  • Developed data-driven communications operation for Interpublic's West Coast office of Draftfcb (formed in the 2006 merger of Draft Worldwide and Foote, Cone & Belding).
  • Added a data analytics and loyalty practice.
  • Revenue driven by CRM and loyalty programs for clients EA and HP.
VP Marketing • Mindjet
Apr, 2008 — Jan, 2009
  • Mindjet provides mind mapping and visual collaboration solutions.
  • Built an analysis-driven global marketing operation.
  • Launched four products; redesigned brand and web experience to drive consistent quarter-over-quarter improvements in key areas such as web traffic, trial downloads, customer engagement on the website, and customers willing to rave about the brand.
SVP/Executive Account Director • McCann Worldgroup
Jun, 2002 — Apr, 2008
  • Transformed the San Francisco operation from small project-based traditional advertising to to a multi-dimensional integrated agency with global strategic, digital and analytics services. 
  • Won Microsoft global business account.
  • Led the launch of SharePoint, the highest-performing B2B campaign in the history of Microsoft.
  • Helped drive significant results for Microsoft including $500K in fee savings through campaign consolidation; 125 percent increase in CPEA scores; 25 percent increase in lead yield through optimized search, digital, and new media techniques.
  • Led the CRM agency relationship for Microsoft's U.S. subsidiary with $25MM in fees and $100MM media.
  • Built planning and analysis capability with a team of 30 planners, analysts and data specialists.
Principal • Gilbert Consulting
May, 1999 — Jun, 2002
  • Led business development for Wireworks West, a fermentation monitoring startup.
  • Created opportunities with Genentech, Biomarin, GSK and Novozymes that resulted in $3MM in software and services revenue. 
  • Generated 4 million consumer members for Driveway.com, one of the industry’s first online file storage companies.
VP, Director of Client Services • Euro RSCG
1996 — 1998
  • Responsible for development of company's West Coast CRM practice, leading relationship marketing, CRM, and loyalty program development and delivery for clients such as EA and HP.
VP, Management Supervisor • Miller Kadanoff Direct & Interactive
Apr, 1990 — Nov, 1996
  • Founding executive and managed more than $25 million in revenue from clients such as 3Com, Sun, Sybase, Symantec, AOL and Oracle.
  • Built agency processes and procedures to support a team of 30-plus members and $50 million in revenue.
  • Led dramatic sales growth for 3Com by introducing direct marketing and the industry’s first non-SPIFF retail incentive that was widely copied by competitors such as Intel, IBM and HP.
  • Launched Symantec’s first merchandising and channel partner education program to support the launch of the Norton Utilities and Anti-Virus products. Redesigned Symantec’s customer marketing strategy and database resulting in a 60 percent increase in upgrades and competitive side-grades within the first six months.

Education

La Sierra University
BMus, Music, 1987
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