Mastering Digital Marketing: SEM, SEO, Social Media and Beyond - Online

Experience

Lil Mohan is an Adjunct Professor of Marketing at London Business School and The University of Chicago Booth School of Business.

Lil covers several topics including Digital, Social Media, M-Commerce, Omnichannel and Advertising. He brings to his teaching a variety of experiences from Amazon, Intel, Motorola, Sun Microsystems, and two successful high-tech start-up companies: Junglee and Snapstick.

He acts an independent consultant for technology companies in the areas of product design, product marketing, and marketing strategy. Lil’s most recent engagement was advising a leading fin-tech company on digital strategy

Experience

Professor Anja Lambrecht’s research focuses on digital marketing, with a particular emphasis on online targeting and advertising as well as promotion and pricing. She has examined how firms can use retargeting to reach out to consumers and how firms can advertise on Twitter to early trend propagators. Her work on digital pricing has examined, among others, freemium pricing for online content sites and mobile apps. Her current work further focuses on how spill-overs between different economic actors in digital markets can lead to apparent algorithmic bias.

Anja’s work has been published in leading marketing journals, including the Journal of Marketing Research, Marketing Science and Management Science. In 2014, she received the Paul E. Green Award, in 2016 and 2017 she was a finalist for the INFORMS Society of Marketing Science Long Term Impact Award and in 2018 she received the William F. O’Dell Award. She is an Associate Editor at Marketing Science and the Journal of Marketing and a member of the Editorial Board of the Journal of Marketing Research.

Experience

Danielle brings 19 years of experience across global universities, startups, financial corporations, FTSE clients, government institutions, membership bodies and charities. She served for over 6 years at London Business School (LBS) in digital and marketing roles, including Head of Digital Marketing, Associate Director (Digital Projects) and Head of Marketing (Executive Education).

Her advisory roles in digital strategy have spanned across diverse organisations, including the University of Cambridge, ArcelorMittal, RBS, Hays Recruitment, Coats Plc, and Phoenix Life. She also collaborates on knowledge transfer partnerships between academia and the music industry, as well as strategic projects with the agency SMRS and their clients. Prior to consulting, Danielle gained her experience in-house by working for organisations such as the University of Westminster, British Council, British Chamber of Commerce, BaseKit (a London-based tech startup), and TSB Bank.

Danielle holds an MA in Marketing Communications (Dist.), a PR degree and certifications from DMI, CIM, and Google. She contributes to LBS's programmes in digital marketing and digital transformation, and as Visiting Faculty, she has developed modules for masters programmes at INSEEC France and BPP University. Her teaching portfolio extends to executive programmes at Westminster Business School, Emeritus, the University of Toronto, and the Digital Marketing Institute.

Experience

Helen Ritchie is a digital marketing and innovation professional working in both the commercial sector and executive education.

Passionate about helping businesses to develop world-class strategies and bring about enduring change, she has been involved as a consultant and lecturer for leading businesses such as Google (Squared Online), AVADO and the United Nations. She also appears as a guest lecturer and learning facilitator with The London Business School and other private Executive Education providers such as Emeritus and the Cambridge Education Group.

Previously, she worked in senior marketing roles for some iconic brands including United Biscuits, Royal Philips and Clarks International where she pioneered some of the first digital marketing innovations such as AI, brand-based virtual and augmented reality apps.

She has a master’s degree from Bristol Business School and asserts her role as a customer-first advocate, believing that all great business strategies are based on creating extraordinary value for the customer and capturing exceptional value for the business.

Experience

Alex Brown is a learning manager at London Business School, and has served as a programme leader for Mastering Digital Marketing, for more than three years.

Alex has worked for several leading business schools around the world, teaching executive education courses in Digital Marketing. Prior to that, Alex taught the subject at the University of Delaware, both at the undergraduate and MBA levels, beginning in 1997.

Alex has also worked in MBA admissions, at the Wharton School, University of Pennsylvania, and at the University of Delaware. During this time, he helped lead an industry transformation from a paper-based application process to a digital process. Several firsts included introducing the first MBA admissions blog, and the first MBA admissions discussion board, hosted by a school.

Alex’s topics of special interest include building online communities, search engine optimization, disinformation, customer centricity and generative A.I.