The sales and marketing approach that worked well for CPG companies in the past is proving ineffective today. Four principles can help companies adopt a new integrated model.
Education
- MBA, Goizueta Business School, Emory University
- BS, Industrial and Labor Relations, Cornell University
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.
