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\u201cThe constant today is still that the consumer is at the heart of everything.\u201d In a career spanning big brands and early-stage companies, Aimee Irwin has been at the forefront of strategic marketing and advertising. Despite the fact that big data is bigger than ever before, it\u2019s nothing without the ability to effectively manage it and create meaningful connections with customers. We discussed all of this and more on this week\u2019s episode of the On Brand podcast.\nAbout Aimee Irwin\nAimee Irwin serves as VP of Strategy at Experian Marketing Services. Aimee is a skilled strategy and corporate development executive with deep experience in digital marketing and advertising and track record of success in developing and building profitable new digital and mobile businesses at both early-stage and public companies. Aimee led strategic partnerships and strategic initiatives for Nielsen\u2019s Marketing Cloud where she negotiated and managed strategic data and identity management partnerships supporting Nielsen\u2019s data targeting and marketing effectiveness businesses.\nAimee also served as SVP of Strategy and Partnerships at Verve Mobile, a leading location-based mobile advertising platform. At Verve, Aimee developed and led Verve\u2019s mobile application business and inventory partnerships with hundreds of media companies. Prior to Verve, Aimee was VP of Strategy and Corporate Development at AOL, where she was responsible for strategic planning, mergers and acquisitions, and strategic partnerships for AOL\u2019s advertising businesses. Previously, Aimee held executive positions at several successful internet and mobile companies including: Lightningcast, an Internet video advertising company now part of AOL, Leap Wireless, a large U.S. wireless carrier and Backwire, an internet and mobile marketing company acquired by Leap. Aimee started her career in consulting with KPMG and Bain and Company. Aimee has a BS from Georgetown University and an MBA from Kellogg.\nEpisode Highlights\nThe constant in marketing today? Drawing on her experiences working for both big brands like Experian and AOL and emerging companies, Aimee shared her thoughts on the one constant in spite of all of the big data: \u201cThe consumer is at the heart of everything.\u201d We can build on this further with the new data we have at our fingertips.\n\u201cWith mobile, the opportunity is huge.\u201d While mobile has been on the marketing checklist for decades now, the opportunities have gotten richer with the evolution of both consumer data and smartphone technology. Aimee shared examples such as loyalty and advanced tools that help enrich brands' relationships with their consumers.\nWhat\u2019s an example of a branding win driven by big data? As a frequent traveler, Aimee spends a lot of time on the Marriott-Bonvoy app. The data based on her travels allows them to share highly relevant mobile messages with her as she\u2019s on the go.\nWhat brand has made Aimee smile recently? She shared her experiences with the salad brand Sweetgreen, and how they communicate with her in an authentic, transparent way.\nTo learn more, go to Audiences@Experian.\nLearn more about your ad choices. Visit megaphone.fm/adchoices