One minute with: Lindsay McEwan @ Tealium

This week’s unmasked marketer is Lindsay McEwan, General Manager EMEA at Tealium. McEwan wakes up to the sound of cold hard cash, he admires the unorthodox and hails Emmeline Pankurst as his personal heroine.

Find out what happens when you give marketers seven questions and one minute to explain what inspires and motivates them.

 

What do you want to be remembered for?

I’d like to be remembered for my desire to challenge orthodox thinking in business.

 

What’s your favourite quote?

“We get paid for results, not excuses.”

 

What makes you wake up in the morning?

Number crunching wakes me up in the morning. I think of the revenue our company needs to generate to keep my team in the lifestyles to which they are accustomed.

 

Who’s your biggest inspiration?

I’m a big believer in seizing opportunities. When WWI caused problems for England’s workforce, Emmeline Pankurst negotiated with the House of Commons. She saw an opportunity for women – the dormant workforce – to take charge of the home front, later securing the female vote.

 

What’s going to be big in marketing this year?

For many marketers striving to achieve omnichannel, it’s all about the data layer. Without a strong data layer, you’re in danger of being left behind.

 

What’s your least favourite “buzz word”?

Imagineering. Lean in. Paradigm Shift. Push the edge of the envelope. I could go on…

 

What was your favourite digital campaign from 2014?

My pick would be 4oD’s campaign with Coca-Cola. When viewers joined, the tagline ‘Share A Coke With’ was followed by the viewer’s name on the label of the bottle. A great example of personalisation done very well.

 

Tealium is the leader in tag management and major brands from five different continents rely on their platform to streamline their digital marketing operations. Lindsay has over 20 years of industry experience within leading marketing and technology businesses, including Adobe and Oracle.