Cherilyn Megill

➤➤ Join the GlobeSt.com Women of Influence 2019 conference July 10^th and 11^th in Broomfield, CO, which celebrates the women who drive the commercial real estate industry forward. The event will address the critical role of women in the CRE business. Click here to register and view the agenda.

CINCINNATI, OH—Joining Phillips Edison & Co. in 2013 as the Vice President of Marketing & Communications, Cherilyn Megill ascended to the Chief Marketing Officer (CMO) role in January 2017. As CMO, her areas of focus include working cross-functionally to achieve growth, branding, public relations, communications plus special projects. Megill will be one of the speakers at next week's Women of Influence conference and GlobeSt.com caught up with her to find out what is happening in her part of the CRE ecosystem.

Numbers and data are an extraordinarily important aspect of her job, she tells GlobeSt.com.

Adding Data and Analytics to the Mix

“As the role of marketing continues to evolve, one area that I am extremely focused on is data and analytics. Years ago, marketing would place an ad and hope that it worked. However, today's marketing professional must be obsessed with data and analytics. We must continue to monitor, measure and react to the results of a marketing program and use the analytics and data to show the ROI,” explains Megill.

Creativity also remains critical to stand out from the clutter. With digital advertising, one can easily do A/B testing to see what resonates with their customer and what will be most effective in driving results, she says. Also, social media is an effective way to target and to get invaluable data and insights about current and future customers and determine the best way to deliver a specific message.