The Impact of Digital Marketing & e-Commerce

Panel Four  2:20 - 3:10 pm

Mobile. Twitter. Social media. Technology is disrupting the retail channel and drastically changing how consumers evaluate and purchase goods. How are marketers adapting their e-commerce strategies to appeal to an evolving consumer? What role does brick and mortar play in today’s market? How does the omnichannel experience influence marketers’ communication and customer acquisition strategies? This panel will explore how e-commerce has evolved and how marketers can use online to help build and sustain their brands. 

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John Deighton

Baker Foundation Professor of Business Administration at Harvard Business School

John Deighton is Baker Foundation Professor of Business Administration at Harvard Business School. He is an authority on consumer behavior and marketing, with a focus on digital and direct marketing. He is currently developing course material on Big Data in Marketing, and previously initiated and  led the HBS Executive Education program in Digital Marketing and taught the elective MBA course, Digital Marketing Strategy.

His research on marketing management and consumer behavior has been published in a variety of journals including the Journal of Consumer Research, the Journal of Marketing Research, the Journal of Marketing, Organizational Behavior and Human Decision Processes, and the Harvard Business Review. His research has also received a number of commendations, including the American Marketing Association’s Best Article Award for an article in the Journal of Marketing and an honorable mention from the Journal of interactive Marketing. He received the European Case Clearing House Award in Marketing (2012), the Edward N. Mayer, Jr. Award for Education Leadership (2011), the Direct Marketing Education Foundation Robert B. Clarke Outstanding Educator Award (2002), and the University of Chicago's Hillel J. Einhorn Excellence in Teaching Award (1995). He has been a visiting scholar at the University of Tokyo, Duke University's Fuqua School of Business, the Judge School of Business at Cambridge University and the Said Business School at Oxford University.

He is a past editor of the Journal of Consumer Research, a leading outlet for scholarly research on consumer behavior, and was the founding co-editor of the Journal of Interactive Marketing, which reports academic research on marketing and the Internet. He is a past Executive Director of the Marketing Science Institute, a member of the Chairman’s Advisory Council of Marketing Edge, and a Director of the Berkman Center for Internet and Society at Harvard University. He has been with HBS since 1994 and received the Greenhill Award for outstanding service to the school.

Prior to joining HBS, he was on the faculties of the University of Chicago and the Tuck School of Business (Dartmouth College). He has a Ph.D. in Marketing from the Wharton School, University of Pennsylvania, and an MBA from the University of Cape Town. He also has a B.Sc. in Chemical Engineering from the University of Natal. His applied research includes consulting with a number of U.S and international corporations.

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Head of Marketing, MCX

Jessica Deckinger is currently the Vice President, Head of Marketing for Merchant Customer Exchange (MCX), a consumer-focused tech start-up based in Boston. She works closely with leading retailers in the mobile wallet space. Early in her career, Jessica made the challenging leap from global finance at JPMorgan to operations at the National Football League before finding her true passion in consumer marketing. Jessica’s marketing roles have included global positions with Keds, Welch’s Fruit Snacks and Avon Products.  Jessica holds a B.A. from the University of Pennsylvania and an MBA from Harvard Business School. Jessica currently lives in Weston, Massachusetts, with her husband and three amazing little girls

Netta Kivilis

Head of Marketing for Custora

Netta Kivilis leads marketing for Custora, a NYC software startup providing a predictive analytics platform that helps e-commerce retailers like Bonobos, Guess, LOFT, and Backcountry improve their marketing campaigns. Prior to that she led online marketing for MyHabit, an Amazon fashion site, and managed the email marketing program of Amazon Books, one of the biggest email marketing programs in the world. 

Netta holds an MBA from Harvard Business School and a BSc in Computer Science and humanities from Tel Aviv University. Before getting her MBA she worked as a software developer and product manager at software companies in Israel. Outside of work she can be found enjoying a good book, good coffee and home-grown vegetables, and plotting her next round the world trip

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Alyssa Raine

Vice President & Head of Marketing, Hint Water

Alyssa Raine leads Marketing and Ecommerce at Hint Water, the largest beverage in Silicon Valley and the fastest growing nationwide.  Alyssa joined Hint when it was a natural and specialty focused beverage, and launched it into mainstream.  She built and leads the ecommerce channel, which she launched in Spring 2014 and is now Hint’s largest channel.

 Prior to Hint, Alyssa led the $1B Tostitos brand at Frito-Lay, and orchestrated a turnaround after five years of decline.  She co-founded and sold a vodka company, and worked on many consumer brands including Dunkin Donuts, Sara Lee, Coca-Cola, Pizza Hut, Cheetos, Lay’s, Ruffles, and Campbell’s Soup.

 Alyssa holds an MBA from Harvard Business School, and lives in San Francisco with her husband and son.