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KEYNOTE: Convergence of Marketing and Commerce: Lessons from the Front Lines of Omnichannel
Lisa Butler, Head of Enterprise Solutions, eBay Enterprise

Today’s connected consumers expect a consistent and seamless experience with a brand, regardless of the device or context in which they engage with it. Marketers are now scrambling to deliver on these higher consumer expectations in a way that moves beyond a patchwork of channels to enable seamless and holistic engagement across all. So while omnichannel has become a top priority for every retail operations chief, it has now pushed the bar for marketing excellence higher than ever. Learn how to take a holistic view of the role of marketing in your organization and how to transform your marketing from a volume lead supplier to a full-fledged driver of business growth.