Understanding the fast-changing world of digital marketing and its ability to grow business will be the topic of Lakeland University’s 17th Annual Charlotte and Walter Kohler Distinguished Business Lecture.
Alexander Onish, head of marketing and digital communication for luxury Swiss watch brand IWC Schaffhausen, will deliver a talk entitled “Consumers At The Core: Accelerating Business Through Digital Transformation,” on Thursday, March 1, in Lakeland’s Bradley Theatre.
Onish will discuss how industries are disrupted by new players with pure digital tactics, and why listening to what consumers are saying and translating those needs to a brand’s product and communication strategy are key to survival.
The lecture, which is free and open to the public, begins at 6 p.m.
Onish oversees the media and content strategy, visual merchandising and public relations activities for IWC Schaffhausen’s North American market. He has spoken all over the world on the topic of digital transformation and its impact on business today.
Having spent more than five years working in the fast-paced beauty and personal care industry on multiple powerhouse brands within the L’Oreal Group, Onish knows how to connect consumer needs with products and services.
At L’Oreal, he brought two brands in to the top of the L2 Digital Intelligence Rankings (Maybelline #1 in 2017, Kiehl’s #2 in 2013) leaning into his digital expertise to keep brands relevant with consumers.