Driving Change at Jaguar Land Rover

Charlotte Blank, the new U.S. CMO at JLR North America, discusses data-based decisioning, creating a house of brands, and the future of marketing

By Jacqueline Lisk

The idea that brand work is difficult to measure or quantify doesn't hold up, according to Charlotte Blank, U.S. CMO at Jaguar Land Rover North America. She stresses that marketers need to cultivate KPIs for brand health metrics in the upper funnel, which are just as important as the conversion-oriented metrics that drive performance marketing discussions.