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Marketing Mavericks: an Interview with Lisa Joy Rosner of Neustar

Published: July 31, 2015

Author: 3Q Digital

Lisa Joy Rosner_Choice1_July 2015Name: Lisa Joy Rosner
Company: Neustar
Twitter handle: @lisajoyrosner – @neustarCMO @neustarCTO @neustar
How long have you been in your current role?
One year
When you look back at the last six months, what were some of the biggest surprises of your job?
Brand matters.  Six months ago, I told the marketing team that the 3 most important letters for our team to focus on are E P and S.  I explained that when marketing is executing on all cylinders, we will help move the needle on the stock price.  The team looked at me sideways, but we have been focused and consistent in execution. We had our Q1 earnings call two weeks ago and Neustar beat expectations (and the stock went up).  When investors asked why we did so well, the CEO answered, “We have invested in marketing and it is paying off faster than we expected.”
What are 2-3 bold predictions you’d make for the next six months?
Based on how absurd the housing market is in the Bay Area right now, I would not be surprised if within the next six months the bubble we are in starts to slowly leak.
I think we are going to see a big wave of consolidation in the “marketing stack” ecosystem – companies big and small are going to be gobbled up throughout the next six months, but with smaller multiples than 2014.
Programmatic TV is really going to take off…

What’s your favorite recent ad campaign, and why?

I do not watch TV, so most of my ad views are online.  As the mother of four, the “sisterhood of motherhood” campaign really made me laugh out loud. Several people sent the video to me when it first came out, and I have since shared it with so many people, helping it to go viral. I identified with several of the personas and have met and interacted all the others…I thought the campaign was funny and edgy and got the message across.

If you had $10M, which marketing platform (e.g. Google, Facebook, Twitter, etc.) would you invest in, and why? 
As a B2B marketer, LinkedIn is a great platform for Neustar. Google is also good ‘ol reliable.
If you had $10M, which marketing technology would you invest in, and why?
I would invest in a world-class lead management system and CMS/Web technologies.
Which is more important, attribution or mobile? Why?
That is like asking what is more important, air or water.  Both are critical and no one has truly solved perfect execution in either.
Are there any specific books that have helped shape your marketing strategy? 
The Purple Cow, Seth Godin; Crossing the Chasm, Geoff Moore; One to One Marketing, Peppers and Rogers, The CMO Manifesto, John Ellett.
More About Lisa Joy Rosner:
With more than two decades of experience building brands, creating rapid revenue growth and initiating high value partnerships, Lisa Joy leads Neustar’s marketing efforts to drive strategic growth and expansion across the company’s diverse product portfolio.
Ms. Rosner is an award-winning and patented CMO with experience launching and/or turning around enterprise software companies in Cloud, Social Business, Analytics and E-Commerce markets. During her career, she has successfully re-branded four companies and launched three companies creating $1.5 billion in market cap.
She previously served as CMO at social intelligence company NetBase, where she worked with five of the top 10 CPGs to transform their approach to real-time marketing and research. At NetBase, Ms. Rosner built the marketing organization from the ground up and managed all aspects of marketing and go-to market strategy. Prior to that, she served as Vice President of Marketing at MyBuys and Vice President of Worldwide Marketing at BroadVision Inc. Ms. Rosner also held positions at Brio, DecisionPoint and Oracle.
Lisa Joy was named a 2013 “Silicon Valley Woman of Influence” and Marketers that Matter, B2B Marketer of the Year (small company) by the Sage Group and Wall Street Journal. She has been a guest lecturer at the Hass School of Business, the Tuck School of Business and Stanford with a Bachelor’s degree (sum cum laude) in English Literature from the University of Maryland.  She currently sits on the marketing advisory board of The Big Flip and PLAE Shoes (www.goplae.com) and is the mother of four young children.

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