A Chat With Lucy Kriz of Criteo, a History Buff & Futurist
Lucy Kriz, VP of Global Brands at Criteo, is one of the 30 inspirational speakers coming to Street Fight LIVE 2024 on November 7th.
Kriz is involved in the evolution of the media that builds MULO (multi-location) brands. To give you a preview of Kriz’ expertise and perspectives, we interviewed her about how she got involved in the industry and how she’s helping shape it for others (including women in media).
You have an interesting career path. What led you to Criteo?
“I was fortunate to have had a successful and varied career in the Publishing Industry – from launching and leading brands to running large enterprise teams. In my last role at Conde Nast, I led the Beauty vertical, one of the first categories to embrace commerce media. I got an early look at how it would change the media ecosystem, and I wanted to find a place where I could be at the forefront of this innovation. It’s inspiring to be at a company like Criteo that is a leader in the space.”
How do you see marketing automation evolving over the next five years?
“Marketing automation will leverage advanced AI and ML technologies, allowing brands to deliver hyper-personalized customer experiences at scale. With these powerful tools, marketers can predict consumer behavior and act accordingly to reach them along their shopping journey and help drive conversions.
Integrating automation with real-time data analytics will enable more precise, adaptive campaigns, making marketing efforts more efficient and deeply attuned to individual customer needs. As these technologies evolve, we anticipate more seamless cross-channel engagement, further blurring the lines between traditional marketing and e-commerce.”
Women are still under-represented on the technology and AI side of marketing. Why is that? Why should more young women pursue careers in this sector?
“While it’s clear that the industry has made some progress regarding representation, there’s no question that we’re still a long way from achieving total equality. The journey toward equality for women continues and companies in the technology, AI and marketing sector need to champion the idea of forging a better balance. Encouraging more young women to pursue careers in technology and AI is crucial not only for closing the gender gap but also for fostering innovation. One step further, teams must prioritize supporting their female colleagues to ensure they continue to grow in their careers. Diverse teams bring unique perspectives, leading to more inclusive and effective solutions. In the marketing landscape, where data-driven approaches are becoming the norm, it is essential to have a range of voices contributing to the conversation.”
What do you do outside of work that inspires you in your job?
“For as long as I can remember, I’ve always been drawn to history, culture and exploration. It’s why I studied cultural anthropology as an undergrad and why my travel itineraries include destinations in Central America, Latin America, and Africa. It’s why my bookshelf includes biographies about Teddy Roosevelt and Jane Goodall, and it’s why I’ve been a strong builder in business – exploring new territories to forge forward and unlock new opportunities while always understanding and honoring the past.”
Anything else?
“The way people shop has fundamentally changed as consumers have transitioned from having limited choices to being presented with an abundance of options. They’ve moved away from being loyal to just one brand and are now more brand-curious as their spending shifts, with some navigating between considered purchases and instant buys.
Collectively, consumer behavior has evolved from an occasional shopping mindset to a constant state of being “always on” when it comes to retail experiences. As a result, retailers and brands must solve challenges arising from an increasingly complex and often fragmented consumer path to purchase. This is where investing in commerce media becomes crucial for ensuring that marketers engage with their shoppers throughout their buying journey – across both physical and digital touchpoints – to drive awareness, consideration, and ultimately conversions.”
Whether you want to talk to Criteo’s Lucy Kriz about history or the future of marketing, join us at Street Fight LIVE.
