McEvoy is a champion for blending science and art when executing on marketing strategy
Princeton, NJ (PRWEB) May 20, 2008
MarketingNPV released the latest installment of its Measured Thoughts video webcast series featuring a one-on-one conversation with McNeil Consumer Healthcare President Ashley McEvoy. Measured Thoughts is hosted by Dave Reibstein, William Woodside Professor of Marketing at Wharton School of Business and managing partner at MarketingNPV.
A unit of Johnson & Johnson, McNeil Consumer Healthcare is a $4 billion global manufacturer of over-the-counter medications including Tylenol, Zyrtec and Imodium. President of McNeil's $2 billion U.S. business, McEvoy was formerly the company's vice president of marketing and is responsible for balancing McNeil's profitable growth while maintaining its brand health. In her conversation with Reibstein, McEvoy discusses the role marketing plays in managing a broad portfolio of brands; strategic planning process for marketing resource allocation and the creation of a marketing budget; the benefits of using a combined sales and marketing dashboard; and the variety of key marketing metrics she uses to measure marketing performance.
"McEvoy is a champion for blending science and art when executing on marketing strategy," says Reibstein, "The consumer is constantly changing and McNeil is responding through insight gained from their marketing measurement efforts."
The Measured Thoughts webcast series offers unique, executive-level insights into the efforts required to measure the financial payback of marketing investments. The format is one-on-one, informal discussions with today's top marketing leaders designed to provide a candid look at the state of marketing measurement today. Participants in this series include: Dan Henson, former CMO, General Electric (now President and CEO, GE Capital Solutions), Sean Hagerty, CMO, Vanguard and Rob Malcolm, CMO, Diageo. Upcoming installments will include Tony Palmer, CMO, Kimberly-Clark. To view this or other webcasts in the series, or for more information on these events please click here.
MarketingNPV is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right performance metrics, and forecast the economic impact of changes in strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources about marketing measurement, and publishes MarketingNPV Journal quarterly.
Measured Thoughts is a service mark of MarketingNPV
Measured Thoughts webcast series is produced in conjunction with SAS and BetterManagement.com