Marcela Gutierrez

Commander
DISC Type : D

Global Head of Digital Analytics and Optimization, Director at Fossil Group, Inc.

Basel, Basel, Switzerland

Overview

Marcela Gutierrez is a Director and the Global Head of Digital Analytics and Optimization at Fossil Group, Inc. With over 18 years of experience, she specializes in A/B testing, consumer behavior analysis, and data visualization to drive business growth. She holds a professional certificate in Digital Marketing from The Wharton School.

Colleagues describe her as having a rare combination of a highly analytic mind and an affable personality, noting she is thorough, knowledgeable, thoughtful, and dedicated in her work.

Her leadership in testing and analysis directly contributed to increasing revenue by over $45 million in a single year for Fossil Group.

Personality Overview

Very Quick

Candid & Clear

Decisive

They do not care very much about building rapport or relationships.  They respond well to strong and respectful communication. They prefer to move quickly, and expect the same from others.

Topics They Care About

Experimentation Culture
Leads a global A/B testing program conducting over 160 tests annually and frequently speaks at conferences like Experiment Unite on building a culture of experimentation.
Data & AI
Actively participates in industry discussions, such as the "Leader's Dialogue Data & AI" event, focusing on testing AI solutions and exploring thought-provoking ideas.
Actionable Insights
Focuses on translating complex data into digestible, actionable recommendations to increase revenue, improve customer experience, and understand consumer behavior.

Media Appearances

Marcela has no verified media appearances

Work History

4-2022
Global Head of Digital Analytics and Optimization, Director at Fossil Group, Inc.
10-2018 - 4-2022
Head of Analytics EMEA at Fossil Group, Inc.
7-2013 - 10-2018
Senior Manager, Digital Analytics & Optimization at Fossil Group, Inc.
5-2011 - 7-2013
Digital Analytics Senior Consultant at IBM
2007 - 2008
Account Manager in Manila, Philippines at Priority Fulfillment Services, Inc (PFSweb)

Education

2020 - 2020
Mini MBA from MiniMBA
2017 - 2018
Digital Marketing - Professional Certificate from The Wharton School

More Information

Social Presence :

Prographics :

Exp : 18 Location : Basel, Basel, Switzerland Job Level : Mid-senior Designation : Global Head of Digital Analytics and Optimization, Director at Fossil Group, Inc.
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Insights For Selling To Marcela

During A Call Or A Meeting

DO's

  • Make sure that you circle back fast on any action items, it wins their trust
  • Hold your ground without indulging in one-upmanship
  • Help them weigh the risks by sharing objective proof points without becoming too analytical

DONT's

  • Do not back off when challenged, respond with a confident, objective answer instead
  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Do not spend too much time focusing on product tech or features

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Marcela is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Marcela

  • If they are not convinced, they will have no hesitation in telling you the same.

Insights For Deal Planning

    How fast (or slow) will Marcela move?

  • If convinced, they can reach decisions quite fast.
  • Can Marcela take some risk or not?

  • They do not shy away from taking risks, but can be quite binary about them.

You And Marcela

Personality Compatibility


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