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Module 2: Facebook Case Studies & Facebook IQ

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L2 Clinic: Facebook, In-Depth 2012

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Karen Chan

Karen Chan is a Senior Specialist, Digital Marketing, for Bare Escentuals. Karen graduated from the University of California, Berkeley, before beginning her career in public relations and social media at Edelman. As social media started to evolve into a compelling marketing channel, Karen moved to the retail side to take on Bare Escentuals’ social media marketing program. There she is responsible for the company’s Facebook pages and YouTube channels for its bareMinerals and Buxom brands, advancing a social media strategy and roadmap for the Americas region and working on new social media initiatives.

Lindsay Knaak-Stuart

Lindsay Knaak-Stuart has been a marketing professional for over 13 years having started her career in account management and working at various large and small agencies in San Francisco, CA. It was her transition to retail and working 7 years for Gap Inc. both in San Francisco on the domestic business and in New York on the international franchise business that solidified her passion for developing strategies for iconic brands. Hired in February 2011 as Director of Marketing Strategy for kate spade new york, Lindsay oversees the retail, digital and social channels for the brand in the US and UK.

Maureen Mullen

Maureen Mullen leads L2’s research and advisory group and has benchmarked and/or developed digital and social media initiatives for over 300 prestige brands. She began her career at Triage Consulting Group in San Francisco. At Triage, she led several managed care payment review and payment bench- marking projects for hospitals including UCLA Medical Center, UCSF, and HCA. She has gone on to lead research and consulting efforts focused on digital media, private banking, M&A, insurance industry risk management, and renewable energy economics for professional firms and academics. Maureen has a B.A. in Human Biology from Stanford University and an M.B.A. from NYU Stern.

Johanna Murphy

Johanna Murphy is the VP of eCommerce at kate spade new york, where she is responsible for the sales growth, marketing, merchandising, fulfillment and customer experience of katespade.com and jackspade.com. Prior to joining kate spade new york, Johanna was Vice President of eCommerce at GSI Commerce, where she led the fashion and luxury practice, serving clients such as Burberry, Calvin Klein, Donna Karan, Betsey Johnson and Tumi. She also previously held Managing Director roles at both Razorfish and Scient.

Ceri Phillips

Ceri Phillips is the Senior Manager, Digital Marketing, for Bare Escentuals. Ceri gained her undergraduate degree in the UK and her MBA in Canada. Her 12 years in the marketing world encompass a broad range of experiences at companies ranging in size from 20 to more than 100,000 employees, including both online and traditional media, and successfully engaging with customers and business partners in the consumer goods, haute-couture bridal, travel and high-tech sectors. She is currently focused on developing digital strategies, including email, social and paid advertising, for Bare Escentuals’ bareMinerals and Buxom brands for the Americas region.

Marketing: The Right Facebook Posting Strategy

01 min 54 sec

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Maureen Mullen, leader of L2's research and advisory group, extrapolates the impact and best case practices of social media campaigns for luxury brands.
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01 hr 43 min 55 sec

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