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Shelby Senzer is a core member of Boston Consulting Group's Digital Marketing Accelerator (DMA) and Marketing, Sales & Pricing practice. Her work focuses on using a data-driven approach to optimize digital media spend, drive e-commerce conversion, and build personalized experiences in consumer verticals. 

Some of Shelby’s recent work includes building a program to optimize cross-property omnichannel conversion for a global optical business, designing and implementing a data-driven marketing program for a global brewer, and optimizing media spend for a multi-brand retail conglomerate. She combines a highly analytical approach with an innovative “growth hacking” mindset to help her CPG and retail clients achieve high-impact growth. 

Shelby has spent the majority of her career in consumer-facing industries both as an industry executive responsible for topline growth at two B2C e-commerce startups and at McKinsey & Company where she focused on end-to-end customer experience transformation.

AREAS OF EXPERTISE

EDUCATION

  • MBA, Goizueta Business School, Emory University
  • BS, Industrial and Labor Relations, Cornell University

Publications and Videos

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CMOs Need New Measurement Strategies to Cut Through the Noise

As touchpoints keep multiplying, updating traditional measurements is important. But companies also need smarter activation strategies with a clear return on investments.
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How CMOs Can Lead Transformations in an Era of Change

Companies are responding to a number of headwinds by transforming their marketing organizations to achieve measurable improvement in performance and efficiency and to ensure future sustainable growth.

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Making Agile Work in Marketing

Agile principles can enhance the performance of marketing organizations––as long as companies apply the principles flexibly rather than adhering strictly to agile methodology.
Agile Marketing for a Digital World | Rectangle

Agile Marketing for a Digital World

When marketers face increased pressure and scrutiny, they can improve quality and increase efficiency by adopting the agile principles that have made product development efforts successful.
Solving the Build-or-Buy Equation in Marketing | rectangle

Solving the Build-or-Buy Equation in Marketing

Should you continue to outsource your marketing capabilities or bring them in-house? As leading organizations have discovered, it doesn’t have to be either/or.