During the 192nd episode of “Marketing Today,” I interview Lina Shields, the chief media officer for Lilly USA. Starting in sales and eventually moving into marketing, she was named one of Ad Age‘s “Women to Watch in 2019.”
Shields originally majored in political science with the intent to work in global policy so she could “change the world.” She shares her thoughts on the importance of mentoring and advice on how to improve your career and advocate for yourself. She also gives insight into the “next-generation” of the consumer landscape.
Although Shields works in the commercial space now with Lilly, her job is to “give information that can help [people] lead healthier and longer lives.” Shields quickly learned that doctors and she “had something in common, which was that we were both motivated by the best interest of the patient.” She adds, “great marketing is when you understand the core intention of your targeted audience.”
Highlights from this week’s “Marketing Today”:
- Lina’s background in Italy and her journey to the US. (01:10)
- Two pivotal twists that brought Leena to her current role with Lilly. (02:47)
- Lina’s fascinating internship story: Internship, what is an internship? (06:58)
- The experience of a new full-time position in sales. (11:35)
- The importance of a breadth of the portfolio and key connections. (13:46)
- Defining the chief media officer role. (15:53)
- Three big buckets under the chief media officer role. (18:16)
- The “next-generation” consumer landscape and focus of media in marketing. (20:41)
- How Lilly is committed to its multi-cultural marketing vision. (25:18)
- Lina’s approach to mentoring early-career professionals. (31:52)
- Three pieces of advice for mentees and early-career professionals. (33:34)
- Experiences of Lina’s past that defines her today. (36:35)
- Advice Lina would give herself if she were starting over. (39:55)
- Brands, companies or organizations to take notice of. (43:30)
- The future of marketing, according to Lina Shields. (46:36)
Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.