The Peerbound Podcast

Emily Ward (VP of Global Marketing at Turnitin) on Evolutions in EdTech and Performance Marketing

Episode Summary

Emily Ward, Vice President of Global Marketing at Turnitin, discusses her unique journey from ballet to marketing, the importance of adaptability and data-driven decisions, insights on performance marketing, implications of generative AI in education technology, and the focus on customer voice and collaboration for growth in 2024.

Episode Notes

In this episode, we hear from Emily Ward, the Vice President of Global Marketing at Turnitin. Emily shares her unexpected journey from aspiring ballerina to marketing leader, emphasizing the role of adaptability, understanding user needs, and data-driven decision-making in her career. Highlighting her initial pivot from ballet to marketing due to pragmatic advice, Emily discusses her educational path, her first marketing job against the backdrop of economic uncertainty, and her navigation through different sectors, eventually finding a passion for edtech. Notably, Emily focuses on the importance of combining performance marketing with brand-building, the impactful lessons from customer feedback, and her current challenges and initiatives at Turnitin, especially regarding generative AI and academic integrity.

(00:44) From Ballet to Marketing: Emily Ward's Unique Journey
(01:33) Discovering a Passion for Marketing
(02:32) First Steps into the Marketing World
(04:12) The Shift to EdTech and Performance Marketing
(07:21) The Power of Brand and Performance Marketing
(09:19) Content That Converts: Insights from Experience
(10:44) Learning from Marketing Missteps
(14:16) Turnitin's Mission and Marketing Strategy
(17:42) Navigating the Challenges of Generative AI
(20:36) Using the Voice of the Customer at Turnitin
(21:56) Looking Forward to 2024 and Beyond
(23:23) Emily’s Peer Nomination

Featuring:

Emily Ward (LinkedIn)

Sunny Manivannan (LinkedIn, Twitter)

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