“Work for bold and brave people – intent on creating positive change.” This is advice Michelle Bottomley, Chief Marketing and Sales Officer at Mercer, encourages young female professionals to follow.
“When you work for brave leaders intent on transforming their business – and partner across the firm – you have the impetus and opportunity to develop a holistic view that leads to more powerful solutions than any one person alone could have on their own,” advised Bottomley.
Turning Data Analysis into Strategic Decisions
Bottomley graduated from college with a dual degree in Economics and Biology, and was especially drawn toward statistics. She recalled, “I started my career in the corporate research department at Liberty Mutual Insurance. I was working toward my Ph.D. in Econometrics, and lucky to work with their corporate database – one of the most advanced at the time.” Bottomley added, “I was able to see the process of how data analyses were translated into corporate strategies.”
This early experience sparked Bottomley’s passion for looking at businesses through the lens of customer data. Recognizing this interest in unlocking customer value led Bottomley to Bronner Slosberg Humphrey – now Digitas –where she grew the analytics function into a strategic capability. “I was very fortunate to begin my career around data, putting the spotlight on how marketing programs drive customer behavior change in ways that help companies grow their business,” said Bottomley.
From Insights to Action
During her time at Bronner, Bottomley shifted from the analytics side of marketing to a strategic client management role when a colleague suggested that she utilize her analysis skills and her talent of really understanding the implications of data in order to build strategies and programs that grow client relationships. Bottomley noted, “I really enjoyed working with clients to help them connect the dots between their target audiences, highly targeted marketing programs and revenue growth.”
Bottomley’s next career step brought her to Epsilon, a leading data-driven marketing company, where she worked in the travel and entertainment area with clients like Disney, Enterprise Rental Cars, Dayton-Hudson and AMEX Platinum on building databases, segmentation and targeted communications to increase customer loyalty. “This was a fantastic time to be at Epsilon as they had lots of data and loyalty programs and clients who wanted to connect the dots between the data, communications and ROI,” said Bottomley.