Marketer to Watch: Shelley Wise of Princess Cruises

Shelley Wise, Director,
Brand Marketing, Princess Cruises

Meet your marketing peer and fellow Future CMO Club Member, Shelley Wise, Director of Brand Marketing at Princess Cruises. Here, she shares her thoughts on the evolving landscape of marketing technology, what she thinks makes a great marketer, and who has inspired her in her own career.

1. What was your first (or favorite) job?

My first job, believe it or not, was working at a movie art house, and the highlight was tearing Steven Spielberg's ticket.

As for my favorite? I'm currently living and working in my favorite job.

2. Can you name an “inflection point” moment or a particularly influential mentor during your career that helped prepare you for your current position?

I honestly have been so fortunate. Every experience has led to the next, and I've been surrounded by so many brilliant people along the way.

I would say the turning point in my life was in my Pulitzer Prize-winning USC professor's office, when he told me I'd never be a writer if I kept studying math [business]. I found my passion for marketing shortly after that - PR, advertising, media buying, distribution, web and graphic design. The rest is history! 

3. How has marketing changed over the last five years? What trends are you excited about right now? 

Marketing has become more of everything: more data-driven, more social, more mobile, more native, more disparate and more challenging. There are some things that never change, though, and that's how great creative - or a great story - can break through the clutter better than anything else. 

When it comes to new trends and advancements in tech, I think I'm most excited by the opportunity of machine learning for marketing personalization.

4. Name one CMO or Head of Marketing who impresses you today and why.

While Sheryl Sandberg is not a CMO, she never ceases to impress me. She has so effectively created a brand, a voice and a movement. And - whether it's through her speeches, books or Facebook posts - she shares stories that are real and relatable. Her messaging is both inspiring and has a lasting impact.

5. Do you have a personal mantra, words of wisdom or favorite inspirational quote?

Always look on the bright side of life and live each day like it's your last.

6. Where do you see yourself professionally in five years?

Continuing to lead the cruise/travel industry in data-driven and digital-led brand marketing.

7. What is the most elusive, but highly valued trait or skill that creates tomorrow's next CMO?

Someone who not only has the passion and ideas that motivate and inspire others, but who can also appreciate the time and resources needed to make that vision a reality.

8. If you could give yourself another title to describe what marketers really do, what would it be?

I was recently introduced as a Renaissance Woman and it really does make sense. As marketers, we wear many hats.

Quick-fire Round

Burrito or burger: Burger

Central Park or Golden Gate Park: Central Park 

Beach or mountains: I live in California, so I'm lucky to have both!

Podcast or Newspaper: Newspaper

Snapchat or Instagram: Facebook

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