Post by Merve Nazlioglu

What a week! Third time back at Women in Retail Leadership Circle in NYC, at 𝗖𝗶𝘁𝘆 𝗪𝗶𝗻𝗲𝗿𝘆, one of my favorite spots in town. I had the chance to host Nicole Roundy, PLY, MBA, two-time Paralympian, 24-time World Cup medalist, and now leading marketing ops at Tactics. Nicole’s story reminded me that whether it’s flying down a snowy slope or navigating customer engagement, it takes 𝗰𝗼𝘂𝗿𝗮𝗴𝗲, 𝗽𝗿𝗲𝗰𝗶𝘀𝗶𝗼𝗻, 𝗮𝗻𝗱 𝗳𝗲𝗮𝗿𝗹𝗲𝘀𝘀 𝗳𝘂𝗻. We discussed how, in her athletic career, the right piece of equipment was literally the difference between participation and impossibility. This need for the perfect gear mirrors today’s digital consumer’s demand for 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗺𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹 𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁. Drawing from that experience, Nicole has built a 𝗵𝘂𝗺𝗮𝗻-𝗰𝗲𝗻𝘁𝗿𝗶𝗰 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 at Tactics. She highlighted that they are no longer just running campaigns. They are 𝗼𝗿𝗰𝗵𝗲𝘀𝘁𝗿𝗮𝘁𝗶𝗻𝗴 𝗶𝗻𝘁𝗲𝗹𝗹𝗶𝗴𝗲𝗻𝗰𝗲. AI predicts the next-best channel, product, and moment automatically. They have moved beyond the typical 90-day window to run lifecycle and growth campaigns with dramatically less manual work and incredible results: 𝟴𝟵% 𝗬𝗼𝗬 𝗴𝗿𝗼𝘄𝘁𝗵 since onboarding and 𝟭𝟮𝘅 𝗥𝗢𝗜 𝗴𝗿𝗼𝘄𝘁𝗵 over time. We also explored AI’s role in human-centered engagement. 𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝘃𝗲 𝗔𝗜 segments customers based on future behavior. 𝗚𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝘃𝗲 𝗔𝗜 automates segments, content, and journeys for efficiency. 𝗔𝗴𝗲𝗻𝘁𝗶𝗰 𝗔𝗜 anticipates intent and takes autonomous actions, enabling emotionally resonant, truly human engagement. In snowboarding and marketing, it’s never just about the technology or the gear. It’s about 𝗯𝗿𝗶𝗻𝗴𝗶𝗻𝗴 𝗶𝘁 𝘁𝗼 𝗹𝗶𝗳𝗲 𝘁𝗼 𝗱𝗿𝗶𝘃𝗲 𝗿𝗲𝗮𝗹 𝗼𝘂𝘁𝗰𝗼𝗺𝗲𝘀, 𝗳𝘂𝗲𝗹 𝗴𝗿𝗼𝘄𝘁𝗵, 𝗮𝗻𝗱 𝗰𝗿𝗲𝗮𝘁𝗲 𝗴𝗲𝗻𝘂𝗶𝗻𝗲 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗹𝗼𝘃𝗲. Read more in my article: