
In One Sentence…
How do you define effective marketing?
Effective marketing is to align all the elements of my marketing strategy to my business goals.
What marketing trend(s) are you excited about right now?
First party data acquisition, allowing me to target customers with the right message at the right time and provide consistent messaging across all channels.
How does creativity drive effectiveness?
Creativity fuels effectiveness by enabling us to think outside the box, find innovative solutions, increase productivity and foster collaboration.
What’s your favorite effectiveness win from the last few months—personal or professional?
User generated content (UGC)—with UGC, one of my brands was able to leverage the points of views, opinions and creativity of consumers to build engagement, trust and affinity.
Lurys was a 2023 Effie Panama judge, and AB InBev earned the title of Most Effective Marketer in the 2022 Effie Index. See more In One Sentence features.