eTail West 2019

February 19 - 22, 2019

JW Marriott, Palm Springs, CA


Tiffanie Burkhalter

GM & VP eCommerce
Eyeconic/VSP Retail

4:20 PM Building A Start-Up In A 80-Million Member Traditional Business

Any way marketing can strategically increase funds for customer acquisition is a win. Especially when they’re backed by their organization’s CFO. Through a touch of random luck, an openness to transparency, and a game face for collaboration, Eyeconic has learned how to embrace the almighty forces of finance to form a relationship that’s elevated our marketing strategies to new levels through their following experiences: 
Bridging the Gap: We discovered what the finance team and the marketing team both really care about and took advantage of what we found. 
Making Nice with Finance: Learning when to pull in your finance folks and turn a stakeholder into a partner. 
Mo’ Money: How Eyeconic found themselves on the receiving end of additional funds to close out a year.  
Build on Honesty: Don’t be so in love with past tactics that you miss opportunities for improvement. At Eyeconic, we are honest with ourselves about things that didn’t work and finance became an accountability partner. 

Check out the incredible speaker line-up to see who will be joining Tiffanie.

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