Strategic Customer Centric Marketing

This event is over.

This session is available as a member-benefit to ANA client-side marketer members only. Seats are limited and confirmation of attendance will be required in advance of the session.


Marketers today are pulled into “product-centric” thinking by the nature of their roles and by the many dynamics in the marketplace. This makes it difficult to get and stay focused on the customer, ultimately leading to wasteful marketing investments.

This interactive workshop will teach effective approaches to marketing strategy that enables your brand to set itself up for success.  You and your team will master a best practice strategic marketing framework that helps you to deliver powerful customer centric marketing. This “WHO WHAT HOW” framework works for any marketing initiative giving you a discipline process you may use over and over again. Further, this workshop provides a best in class approach to briefs to ensure customer centric marketing from beginning to end.

This workshops uses exercises to teach you frameworks and process and provides best in-class marketing examples to give you insight into what you can do to build your brand and drive your business.   

Who is this workshop for?

  • Mid-level Manager or Director level: Brand Marketers who are looking to become more customer focused within their role.
  • Mid-level Manager or Director level: Researchers or Customer Insight leaders, who are looking to understand more effective ways to identify, understand and analyze target audiences and make strategic choices about them.
  • This workshop can be tailored to any marketing level where the marketers are building campaign communications to BtoC, BtoB or BtoH (Humans!) audiences.

Download the full benefits here

  • Setting the stage (30 min)
  • What is Marketing Strategy (30 min)
  • The Biggest Marketing Strategy Challenges (30 min)
  • Break (15 min)
  • Getting to Know Your WHO (Target Customer) (15 min)
  • Getting to Know Your WHO (Exercise) (45 min)
  • Getting to the Right WHAT (The Message) (15 min)
  • Getting to the Right WHAT (Exercise) (30 min)
  • Lunch (30 min)
  • HOW To Best Bring Your WHAT to Your WHO (Getting to the Right Channel Mix) (30 min)
  • Putting It All Together: WHO WHAT HOW (90 min)
  • Break (15 min)
  • Applying Who What How to Briefs (15 min)
  • Applying Who What How to Briefs (Exercise) (70 min)
  • Learning Reflection (15 min)
  • Closing (15 min)



Lauren Stradley

As a Eugene Kummel Scholar, Lauren received her MBA from Yale University and has worked on many of the most innovative brands in the business. Lauren is Senior Strategy Consultant at Noetic Consulting, a marketing and advertising consultancy, based in Washington, DC. Noetic partners with Fortune 500 clients, non-profits and agencies to provide training, strategic brand positioning, marketing process development and general marketing consulting. Noetic’s national and international clients include; Samsung, Scripps Networks, PepsiCo, NBC Universal, Nike, Sony, Walt Disney, Wells Fargo and Georgetown University.

Lauren possesses over 15 years of experience in brand management and marketing at L’Oreal, Best Buy and Target. At Noetic, Lauren has directed diverse client projects centered around brand strategy and research, and overseen strategic plan production and planning cycle construction for AT&T’s Business Council and Discovery Communications.

Lauren is on the membership board at the Audbon Naturalist Society and resides just outside of Washington, DC.  Noetic is a WBENC certified women owned business.