Laura Gordon, VP of marketing and brand innovation, 7-Eleven

Laura Gordon drives marketing development and execution for 7-Eleven’s products and services in the U.S. and Canada. She leads the company’s brand development by optimizing proprietary brands and consumer insights.

Gordon also heads a team that runs social, brand expansion, and more. Furthermore, she leads vendor partnerships and promotional strategies for merchandising initiatives, innovation planning, and omnichannel strategy development.

Marketing strategy: Marketing today is about connecting with the customer when and where they need you, and helping them solve for what they need and want in that moment.

Defining moment: Two times in my career I have had to launch products in less than a week. Both times I grabbed the opportunity. I empowered my team to create the solution, and I removed obstacles for them along the way. Each time, the team was propelled forward by realizing they could move fast and win.

Advice to young marketers:
Get comfortable with data and analysis — you will need those skills. Spend time building your brand with your internal cross-functional teams to ensure a great end-to-end experience, creating a strong return on marketing efforts.

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