Digital technology is transforming the marketing function and redefining strategic objectives by providing businesses access to a wide range of platforms, tools and capabilities, including social media, mobile delivery devices, automated campaigns, sophisticated metrics and detailed analytics.
With these tools, marketing teams have an opportunity to connect with customers, to build brand identities based on genuine engagement and to become a critical value contributor to the business. At the same time, organizations are raising the bar of expectations regarding marketing and demanding demonstrable results and quantifiable ROI.
In this new world, success requires effective communication and collaboration between the CMO and CIO. This discussion will provide an overview of recent marketing trends around digital technology, focusing specifically on CMO/CIO collaboration. Questions and issues discussed will include:
How much should CMOs know about technology?
Risks CMOs face when working on a technology initiative?
Best practices related to marketing/IT collaboration
How to measure the ROI of a technology-driven marketing initiative
Specific skills CMOs should develop to collaborate more effectively with technology teams
Camila Casale brings over fifteen years of experience in the tech industry to her role as CMO of Softtek US & Canada. Her areas of expertise include portfolio creation, new business development, talent acquisition, consultative selling, relationship management, segmentation development, competitive analysis/market intelligence, prospecting, lead generation, product and market development, communications and budgets, sales force effectiveness, strategic planning, services units and revenue retention and growth. She combines a passion for excellence with leadership skills to tackle complex challenges and develop and executing strategic initiatives to drive increased productivity, profitability and customer satisfaction.
Camila is an international business and marketing leader with over fifteen years of experience in the Telecom and IT industries. Her areas of expertise include portfolio creation, new business development, talent acquisition, consultative selling and relationship management. Through a combination of passion for excellence and leadership skills, Camila thrives on tackling complex challenges and developing and executing strategic initiatives to drive increased productivity, profitability and customer satisfaction.
As Senior VP and Chief Marketing Officer for Softtek US and Canada, Camila reports directly to the Chief Executive Officer and oversees the planning, development and execution of the organization's marketing, advertising and communications initiatives. Leveraging an industry-focused segmentation strategy, she manages a wide range of programs designed to increase revenue, drive new sales and retain and expand existing client relationships.
A visible leader in the local business community, Camila is President and Founder of the WITech Miami Council, and a Board Member of the Executive Committee of St. Jude Children’s Research Hospital.