CEO Works Luncheon | Demographics are Dead

CEO Works is a peer-to-peer private group wherein advice always comes from like-minded people solving real problems and with experience in similar situations. This group provides you the space to get solid advice from your community peers, make connections, and learn from the best. CEO Works events typically start and end with approximately 15-20 minutes of networking and include either a presentation or discussion in between.

Presentation Description

Gone are the days when checking a few boxes, buying a list, and sending emails were enough to drive results. Join us for an insightful session where Jonathan Lo, a former Director of Brand Strategy of Beyond (also known as Overstock), shares how he helped a multi-billion dollar company achieve multiple quarters of profitable market share growth through customer segmentation.

In this engaging session, you will explore the different types of segmentation, including demographic, geographic, psychographic, needs-based, and behavioral. Jonathan will demonstrate how each piece serves a strategic purpose in marketing. Key takeaways from this event include:

1. Understanding the foundations of marketing strategy

2. Recognizing the value of customer empathy

3. Knowing when to use each type of customer segmentation

About the Presenter

Jonathan Lo

I have over a decade of experience leading digital marketing efforts at multi-billion dollar organizations such as World Vision, Overstock, and Bed Bath & Beyond, and have managed over $50 million in annual advertising spend across millions of products, resulting in higher conversion rates, revenue, and market share. Now, I’m taking that experience to help consumer retail eCommerce businesses like yours grow.
Alongside a master’s degree in management from Harvard University, I invest my time learning from and contributing to communities such as Harvard’s Innovation Labs, Y Combinator’s Startup School, and CMOx. I have also earned certifications from the McKinsey Management Program.

Host or Publisher Santa Cruz Works