Bio
Danielle Bailey
Danielle Bailey is Research Associate for L2.
Andrea Derricks
Andrea is a Research and Advisory Associate at L2, where she helps member brands develop digital and social strategies by leveraging best practices from across industries. She has also gained deep category knowledge while contributing to L2's Facebook, Financial Services, and Beauty Digital IQ Reports.
Prior to joining L2, Andrea was at Goodman&Company, a strategic marketing consultancy. At Goodman, she worked on innovative digital strategies for PayPal, SAP, Microsoft, Motorola and Guthy-Renker. Andrea began her career in the Next Generation Leaders Program (NGL), a unique one-year program run by the Direct Marketing Educational Foundation (DMEF) that selects top college graduates to rotate through a range of companies, gaining a 360-degree education in direct/interactive marketing. While in the program, Andrea worked at Wunderman NY, eScholastic, Goodman&Company, and Harte-Hanks, gaining experience in business development, analytics, strategy development, research and project management. Andrea serves on the board of directors for DMEF and received her BA in American Studies from Columbia University.
Vimla Gupta
Vimla Gupta is the Vice President of New Brand Development for IdeaBank, a division of BeautyBank, the entrepreneurial think tank of The Estée Lauder Companies. BeautyBank is dedicated to the ideation, development and incubation of innovative new brand concepts for the corporation, globally. In her role, Ms. Gupta is responsible for driving innovation and new brand development, as well as guiding the global development and expansion of Osiao, the newest brand of The Estée Lauder Companies that launched in Asia in October 2012.
Vimla has been with The Estée Lauder Companies since February 2008. Over the past five years, she has worked on conceptualizing, developing and launching the Osiao brand. Additionally, Vimla has been and continues to be instrumental in creating the future pipeline of new brand concepts for the company.
Prior to The Estée Lauder Companies, Vimla was Director of New Business Development for the Venus Brand at Procter and Gamble. In addition, she worked at Gillette, where she was the Global Manager for Oral B CrossAction business.
Vimla received her B.A. from Duke University and her MBA from the Kellogg Graduate School of Management at Northwestern. Vimla currently resides in New York City.
Doug Guthrie
Doug Guthrie, dean, professor of international business, and professor of management at the George Washington University School of Business, is an expert in the fields of economic reform in China, leadership and corporate governance, and corporate social responsibility. Prior to joining GW, Guthrie served as professor of management at New York University’s Leonard N. Stern School of Business. He also held a joint appointment as professor of sociology on NYU’s arts and sciences faculty and was director of executive education at NYU Stern from 2007-09.
Guthrie has held visiting positions at Harvard Business School, INSEAD, and the graduate schools of business at Stanford University, Columbia University, and Emory University. He served as director of the Business Institutions Initiative at the Social Science Research Council (1999-2003) and was the academic director of the Berlin School of Creative Leadership from 2008-11.
Guthrie holds an AB in East Asian languages and civilizations with a concentration in Chinese literature from the University of Chicago. He earned his master’s and PhD degrees in organizational sociology from the University of California, Berkeley. Fluent in Mandarin Chinese, Guthrie studied in Taipei, Taiwan, during his undergraduate years and conducted his doctoral research in Shanghai, China.
Guthrie has authored, co-authored, and edited numerous books, articles, and reports on Chinese economic reform, leadership, and corporate social responsibility. His doctoral research was
recognized with the American Sociological Association’s national award for top dissertation in the field in 1997. He has also been the recipient of teaching awards, best paper awards, and grants from the Ford and Alfred P. Sloan foundations.
Emma Li
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.
Naomi Sparks Grewal
Naomi Sparks Grewal leads the L2 Collective research team. She previously served as a research manager at SalesBrain, a neuromarketing agency based in San Francisco, where she created quantitative and qualitative primary research reports for B2B clients. Naomi is a Ph.D. Candidate at the School of Behavioral and Organizational Sciences at Claremont Graduate University, where she is writing her dissertation on neuromarketing. Her research has been presented at the annual conference of the Society for Neuroscience and featured in ScienceDaily and Newsweek in collaboration with colleagues. She holds a B.A. in Psychology from Columbia University and an M.A. in Applied Cognitive Psychology from Claremont.
