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

Experience

Lil Mohan is an entrepreneur and an academic. As Adjunct Professor of Marketing at London Business School, he 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.

Lil consults independently for technology companies in the areas of product design, product marketing, and marketing strategy. His most recent engagement was advising a leading fin-tech company on digital strategy. Also, he is Adjunct Professor of Marketing at The University of Chicago Booth School of Business, as well as at IIM Ahmedabad, where he teaches various MBA, Exec MBA, and Exec Ed programmes.

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

David Arnold’s research focuses on global versus local marketing; marketing strategy; innovation and market evolution; brand management; and global consumer management. He has been a strong advocate of local marketing by global corporations. His writing and consulting in multinational marketing has focused particularly on brands, and relationships with local sales and distribution units.

Prior to joining the School as Adjunct Professor of Marketing, he was an Assistant Professor at Harvard Business School. He also holds adjunct faculty positions at CEIBS, in China; and Rochester/Bern, in Switzerland.

David Arnold received his MPhil from London University; his MBA from City University; and his DBA from Harvard University. From 1993 to 1996, he was the Stanley Roth Fellow at Harvard Business School; and from 1995 to 1996 he held the Du Pont Foundation Fellowship for International Research. He has written a number of Harvard Business School case studies, and in 2002 he was a winner of the Academy of International Business Case Competition.

Before entering academia, David worked in London as an editor for Mitchell Beazley International; and for the Department of Health and Social Security. He has also worked as a consultant to several multinational companies on international marketing.

He is the author of a number of books, including The Handbook of Brand Management which is now into its third edition.

Experience

With 15 years of in-house and agency roles at London start-ups, financial institutions, blue-chip companies, global universities and charities, Danielle is an experienced Digital Strategy Consultant who has advised FTSE100 clients such as the Royal Bank of Scotland, ArcelorMittal (Digital Impact Awards winner), Phoenix Group and Hays Recruitment.

Danielle holds a BA in Public Relations from Faculdade Cásper Líbero and MA with distinction in Marketing Communications from the University of Westminster. She also holds Digital Marketing Institute, Chartered Institute of Marketing and Google certifications.

During her career Danielle has led in-house digital marketing projects at universities and international charities such as the British Council, the University of Westminster and London Business School, as well as membership and governmental bodies including the British Chamber of Commerce, the São Paulo Centre of Industries and the São Paulo Cultural Centre. She has managed digital engagement programmes at the tech start-up BaseKit, TSB Bank and has volunteered as a communications consultant for the UN Development Programme.

In recent years, Danielle has been leading a £3M online project (shortlisted for the 2020 Transform Awards) at London Business School as an Associate Director of Digital Marketing Projects. Her work has included a digital brand re-launch and customer-centric strategy to boost engagement, programme applications and online donations.

Danielle also lectures for the University of Westminster’s Digital Marketing Institute’s professional diploma and its MA in Marketing Communications. As a member of faculty at Inseec France and BPP Business School, she also developed and taught modules for Master's Degrees such as an MSc in International Marketing and MA in Digital Marketing and Innovation.

Experience

Helen is a digital marketing and innovation specialist working in both the higher education and the commercial sector.

She founded Bottlerocket Marketing 5 years ago; an independent consultancy that helps brands to thrive and survive through digital marketing excellence.

Previously, she worked as a senior marketing manager for some iconic brands including United Biscuits, Royal Philips and Clarks International where she pioneered some of the first brand-based VR and AR marketing initiatives.

She has a master’s degree from Bristol Business School and has been a member of the Chartered Institute of Marketing for more years than she cares to admit!

She has been involved as a tutor/facilitator and lecturer for Arden, Falmouth and Cardiff Business Schools and worked with private sector providers such as AVADO; Squared Online (Google) and the Cambridge Education Group.

She was involved in part of the development for the London Business School’s IDW course and has supported the content of the DIMA programme as a subject matter expert.