We challenged marketing and ad-tech leaders to answer a series of questions in five words or less . No frills. No fluff. Just rapid-fire responses. Rob Schmults, SVP eCommerce & CRM at women's clothing retailer Talbots is next in the hotseat in this new interview series.
What are you passionate about?
My family, the outdoors and reading.
What do you love about the industry?
Making the economics work.
Who has inspired you?
A collage of people vs. individuals.
What are your top three trends of 2017?
Data onboarding, machine learning, de-averaging.
What are the gamechangers for 2018?
Voice interfaces, machine learning, identity.
Describe your 2018 strategy.
Profitably grow sales and customer file.
What keeps you awake at night?
What is the purpose of marketing?
Setting the tables for sales.
Do we need to find a new purpose?
The means change, not purpose.
Marketing v technology: who is in control?
Marketers plus technology win.
Automation: friend or foe?
London or New York?
What are you talking about at ad:tech New York?
People based marketing.
Rob has over 15 years experience leading and building teams with both P&L and client service responsibilities. Despite a long career with online and e-commerce companies, Rob has never lost sight that “cool” is no substitute for delivering against real customer needs and providing real business value.
Rob is a speaker at ad:tech New York on November 1-2.