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Focus 2013

L2: Business Intelligence for Digital

Thursday, January 24, 2013 from 8:30 AM to 1:30 PM (EST)

Ticket Information

Ticket Type Sales End Price Fee Quantity
Brand & Industry Professionals Ended $1,000.00 $39.95

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Event Details



This half-day, three module clinic hosted at NYU Stern will look at opportunities and trends that brands will face in 2013. Topics include China, the Changing Landscape of Retail, and The Enterprise Effect.


Industry experts will discuss new opportunities for prestige brands in China, brand case studies will highlight effective strategies of dealing with trends in retail and L2 will present data on how the Enterprise Effect can be a friend and a foe to prestige brands.

Format & Audience

The Clinic will take place in a classroom setting with a curriculum designed to increase a manager's proficiency in, and understanding of, the opportunities and trends that brands will face in 2013.


9.00 Module 1: China

DOUG GUTHRIE | Dean and Professor, The George Washington University School of Business




VIMLA GUPTA | Vice President of New Brand Development, IdeaBank & ANDRA MIELNICKI | Executive Director of Global Communications, BeautyBank



10.30 BREAK
11.00 Module 2: Changing Landscape of Retail

SapientNitro presents Connected Experience:  A Glimpse into the Highly Personalized Shopping Experience


ZACH PARADIS | Director of Experience Strategy, SapientNitro


JODIE SHOTWELL | Creative Director, Experience Design, SapientNitro


ALISA GOULD-SIMON | Co-Founder & VP of Creative Direction and Partnerships, pose.com


12.15 Module 3: The Entreprise Effect

MAUREEN MULLEN | Director of Research & Advisory, L2


SONIA MARCIANO | Clinical Full Professor of Management and Organizations, NYU Stern

  ANDREA DERRICKS | Research Lead, L2
  NAOMI GREWAL SPARKS | Research Director, L2




SCOTT GALLOWAY Scott Galloway Headshot

Founder  |  L2

Scott is a clinical professor at the NYU Stern School of Business where he teaches brand strategy and luxury marketing and is the founder of L2, a think tank for digital innovation. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested more than $1 billion in U.S. consumer and media companies. In 1997, he founded Red Envelope, an Internet-based branded consumer gift retailer. In 1992, Scott founded Prophet, a brand strategy consultancy that employs more than 120 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum’s “Global Leaders of Tomorrow,” which recognizes 100 individuals under the age of 40 “whose accomplishments have had impact on a global level.”

Scott has served on the boards of directors of Eddie Bauer (Nasdaq: EBHI), The New York Times Company (NYSE: NYT), Gateway Computer, eco-America, and UC Berkeley’s Haas School of Business. He received a B.A. from UCLA and an M.B.A. from UC Berkeley.



Dean  |  The George Washington University School of Business

An expert in the fields of management, economic reform in China leadership, and corporate governance, Doug is the Dean of The George Washington University School of Business.

Previously, he served as Professor of Management at NYU Stern School of Business. Doug has been a trusted adviser of both multinationals and local Chinese companies and a student of China for some 25 years. He is the author of Dragon in a Three-Piece Suit: The Emergence of Capitalism in China, China and Globalization: The Social, Economic and Political Transformation of Chinese Society, and Social Connections in China: Institutions, Culture, and the Changing Nature of Guanxi. He is currently writing China’s Radical Transformation: Economic Reform, Global Integration, and Political Change in the World’s Largest Nation, which is an in-depth look at how China’s government-driven form of capitalism has successfully overcome traditional theories of development and helped China become the economic and political juggernaut it is today. In addition to NYU Stern, Doug has also taught at Harvard Business School, INSEAD, and the graduate schools of business at Stanford University, Columbia University, and Emory University. He received his B.A. in Chinese Literature from the University of Chicago and a Ph.D. in Organizational Sociology from UC Berkeley.  


VIMLA GUPTASonia Marciano

Vice President of New Brand Development IdeaBank

Vimla Gupta is the Vice President of New Brand Development for IdeaBank, a division of BeautyBank, the entrepreneurial think tank of The Estée Lauder Companies. BeautyBank is dedicated to the ideation, development and incubation of innovative new brand concepts for the corporation, globally. In her role, Ms. Gupta is responsible for driving innovation and new brand development, as well as guiding the global development and expansion of Osiao, the newest brand of The Estée Lauder Companies that launched in Asia in October 2012.

Vimla has been with The Estée Lauder Companies since February 2008. Over the past five years, she has worked on conceptualizing, developing and launching the Osiao brand. Additionally, Vimla has been and continues to be instrumental in creating the future pipeline of new brand concepts for the company.

Prior to The Estée Lauder Companies, Vimla was Director of New Business Development for the Venus Brand at Procter and Gamble. In addition, she worked at Gillette, where she was the Global Manager for Oral B CrossAction business.

Vimla received her B.A. from Duke University and her MBA from the Kellogg Graduate School of Management at Northwestern. Vimla currently resides in New York City.  


ANDRA MIELNICKI Maureen_headshot


Executive Director of Global Communications and Digital Marketing  |  BeautyBank


Andra Mielnicki is the Executive Director of Global Communications and Digital Marketing for BeautyBank, the entrepreneurial think tank of the Estée Lauder Companies. BeautyBank is dedicated to the ideation, development and incubation of innovative new brand concepts for ELC globally. In her role, Ms. Mielnicki is responsible for both driving innovation in communications and guiding public relations and social media programs for the existing BeautyBank brands and new brands in development. She and her team execute media and consumer awareness campaigns for Lab Series Skincare for Men, GoodSkin Labs™, FLIRT!™, grassroots™ research labs, American Beauty™, ELLE Cosmetics and Simply Vera Vera Wang Cosmetics brands both in the U.S. and internationally. Most recently, Andra played a key role in the launch of Osiao, the new Asian skincare brand from the Estée Lauder Companies.

Prior to the Estée Lauder Companies, Andra was Managing Director of Behrman Communications, a boutique public relations and marketing firm dedicated to building brands in beauty, fashion and lifestyle. In this role, she oversaw all publicity and social media programs for clients, including Trish McEvoy, Sisley Paris, Red Flower, Clarisonic, Chesapeake Bay Candles, Antica Farmacista and IZOD, among many others. Andra played an integral role in solidifying the partnership that created the IZOD IndyCar Series, home to the largest single day sporting event in the world, the Indy500.

In addition, Andra spent over eight years at Avon, developing and managing publicity programs for new products, new brands and company spokespeople including Salma Hayek and Lauren Conrad. Her noteworthy launches include: the first-ever celebrity charitable campaign for the company, Avon Breast Cancer Crusade Nailwear, recruiting celebrities like Salma Hayek, Charlize Theron, Sharon Stone and Lea Remini, as well as playing a primary role in the development of mark., the brand that the reinvented direct-selling for a younger generation.

Andra received her B.A. from The George Washington University and resides in New York City.


Creative Director, Experience Design  |  SapientNitro

Jodie has been with SapientNitro for over 9 years and has an extensive strategic background in all aspects of the creative discipline – leading teams of interactive design, UX, information architecture, copy/content strategy, and development. Over the past 15 years, she has accumulated an extensive knowledge in design, branding, user research, and marketing – with a penchant for omni-channel and retail experiences.

In 2008-2009, Jodie also developed programming for AIGA LA that introduced student members from various schools to work collaboratively in a creative team environment, exposing them to professional practices and methodology through the involvement of SapientNitro professionals. She has also served as a board member for the AIGA LA Chapter since 2010.
Clients include: Adobe, Bare Escentuals, Belkin, DHL, GM, HondaJet, HSBC, Nissan, Saturn, Sony Electronics, Target, Union Bank, and 24-Hour Fitness.

Previously to working at SapientNitro, Jodie was a creative lead for the Chrysler brand at Organic and did a residency as an interactive consultant at Fabrica – Benetton’s Creative R&D center in Villorba, Italy. She graduated with an MFA from the University of Michigan in 1998 and a BFA from the University of Notre Dame in 1996.




Co-founder and VP  |  Pose

Alisa Gould-Simon is a co-founder and VP of Partnerships & Creative at Pose. She is a fashion writer and consultant. She founded the consulting firm The Rackit in 2010. Her work has appeared in the New York Times, the Wall Street Journal and the Guardian among other titles.



MAUREEN MULLEN Maureen_headshot

Research & Advisory Lead  |  L2

Maureen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initiatives for over 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed care payment review and payment benchmarking projects for hospitals including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts focused on digital media, private banking, M&A, insurance industry risk management, and renewable energy economics for professional firms and academics. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern.

ANDREA DERRICKS | Research Lead, L2

Andrea is a research lead and consultant at L2, where she has helped members such as NARS, L’Oréal, Labelux, Origins, and Moët Hennessy develop digital and organizational strategies by leveraging best practices and benchmarking from across industries. Before joining L2, Andrea was at Goodman & Company, a strategic marketing consultancy where she worked predominantly on BtoB digital strategies for technology and software companies. Andrea began her career in the Next Generation Leaders Program, a unique one-year program by the Direct Marketing Educational Foundation (DMEF) that selects top college graduates to rotate through a range of marketing companies.

While in the program, Andrea worked at Wunderman NY, eScholastic, Goodman & Company, and Harte-Hanks. Andrea serves on the board of directors of the DMEF and received a B.A. in American Studies from Columbia University. 


Have questions about Focus 2013? Contact L2: Business Intelligence for Digital

When & Where

44 West 4th Street
New York, 10012

Thursday, January 24, 2013 from 8:30 AM to 1:30 PM (EST)

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L2: Business Intelligence for Digital

L2 is a subscription business intelligence ("BI") firm focused on digital innovation.  L2 was founded on the notion that digital competence is inextricably linked to shareholder value and that ongoing BI can replace episodic consulting engagements with actionable insights at a fraction of the cost.  


The L2 Digital IQ Index is the globally recognized benchmark for digital performance of consumer brands.  L2 collects more than 850 data points across four dimentions (Site & E-Commerce, Digital Marketing Social Media, and Mobile) and has assembled the largest data set to-date to diagnose brands' digital strengths and weaknesses relative to peers.  


Please visit us at: www.L2ThinkTank.com

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