Dr. Schär

Susanne Waldthaler is an AI & Web3 enthusiast passionate about the future of health and technology. With over nine years of experience in leading pharmaceutical and medical companies, her expertise spans from orphan drugs to food for special medical purposes. As a dedicated strategist, she excels in identifying valuable levers to enhance brand value and profitability. 

In an exclusive interview with MarTech Outlook Europe, Susanne shared valuable insights on the brand management sector's challenges, trends, and best practices. 

Briefly overview your professional background and the roles that have led you to your current position.

I studied pharmaceutical chemistry in Italy and Germany and began a PhD position. However, I switched to the pharmaceutical industry, starting as a product manager at Novartis. My journey led me to Gilead Sciences, where I held various roles in medical, sales, and brand management at local and international levels. Currently, I serve as the Head of Marketing at a leading company specializing in gluten-free foods and food for special medical purposes, where I have also established a new business unit for food supplements.

In the context of marketing and branding management, how do you envision AI's impact on the industry in the coming years?

AI is significantly impacting and transforming the landscape of marketing and branding management. The growing importance of data in companies has led to the collection of vast amounts of information in various formats. With AI, we can use this data predictively, gaining insights into our customers' behaviours and preferences. This helps us create better brand value and tailor personalized customer experiences.

At the C-level management, there is an increasing awareness of the significance of analysts who can read, collect, and analyze data, providing recommendations to adapt company strategies. However, there remains a gap in understanding how to pragmatically use this data to make informed decisions that align across different departments.

There will likely be a need for individuals in key roles to address this. First, an AI integration manager would help identify areas with the greatest strategic upside, determining which processes can be optimized through AI implementation. Second, a data manager or analyst would be crucial in researching and leveraging existing data, supporting the AI Integration Manager's decision-making process.

When hiring, focusing more on a person's skill set rather than solely their experience is essential. Individuals with analytical skills, technical expertise, and knowledge of predictive modelling will be invaluable in adapting to these developments. Having team members who can understand AI's potential and create innovative solutions within the company will be critical for success.

" AI is Significantly Impacting and Transforming the Landscape of Marketing and Branding Management "

While hiring AI experts is essential, the real challenge lies in effectively communicating and driving AI adoption among higher-level management. We must ensure that those leading the organization can grasp the benefits of AI and how it can optimize workflows and improve overall efficiency in every department. This transformative process will lead to a more AI-integrated organization with optimized workflows, allowing employees to be more effective and efficient in their roles.

What specific advancements or trends do you foresee in AI integration in marketing?

One key trend is the seamless integration of AI with human decision[1]making. AI tools will work with marketing professionals to enhance their predictive capabilities and optimize customer interactions. As marketers become more adept at utilizing AI, they can create innovative campaigns and streamline their processes to stay ahead in a competitive market. Additionally, AI-powered tools such as data analysis, customer feedback evaluation, and optimized digital touchpoints will become increasingly prevalent, further shaping the future of marketing.

What advice would you give to marketers considering integrating AI technologies into their strategies?

I suggest starting small and building from there. Begin by familiarizing your team with the possibilities and benefits of AI. Address any concerns and misconceptions, and demonstrate how AI can enhance their roles and make their tasks more efficient. Encourage team members to experiment with AI tools that align with their specific tasks and interests, as this will help them witness immediate benefits and build confidence in AI integration. Fostering a data-driven mindset and continuously exploring new tools will be essential for successful AI integration in marketing strategies.

Looking back at your marketing professional journey, what are the most significant lessons you've learned from incorporating AI into your strategies?

One of the most significant lessons I've learned is the importance of bridging the gap between AI capabilities and the management team. As a leader, I realized the need to make AI accessible and understandable to all team members, regardless of their technical backgrounds. Effective communication and education on AI's potential benefits have been crucial to gaining support and fostering a culture of innovation within the company. Furthermore, I've seen the power of starting small and gradually scaling up AI implementations.