From the bright lights of the Hollywood sign to the Walk of Fame, Los Angeles is home to some of America’s most iconic images, as well as some of our most important companies and fastest-growing fashion brands. It also happens to be home to our very own CMO, Sara Richter. We caught up with her to find out what unique moments she expects Power to the Marketer Los Angeles to offer. It’s coming up on September 19th, 2024, and will include insights from brands like Wella, True Religion, Rare Beauty, IMAX, E.L.F Beauty, and Reformation. If you’re headed to L.A. for the event, don’t miss Sara’s insider foodie recommendations!
Here’s our Q&A with Sara:
Q. Sara, you’re headed back to LA for the Power to the Marketer Festival. How does it feel to bring this event to your hometown?
Sara: I’m so excited! We’re taking the Power to the Marketer Festival to my hometown of LA. For an event around personalization, it doesn’t get more personalized than that! I try to go back at least once a year, but this will be my first time returning to LA in a professional capacity. It’s like a marriage of my old world and my new one. Plus, I’ll be staying with family, which is great because my brother lives just 15 minutes from the event. I’ll get to see my parents, my brother and his wife, and maybe even a few old friends from high school while I’m in town for the show.
Q. Why is LA the perfect place for this event?
Sara: LA is so unique, and I’m incredibly proud to be from there. It’s a dynamic, vibrant city, full of innovation and creativity — not just because of Hollywood, but because of the culture that’s scattered all over the city.
Ten years ago, LA wasn’t as involved in the tech world — that was more of a Northern California thing. But now, innovation and tech are becoming central themes in LA, in so many new and exciting ways.
And it’s not just tech. Fashion, retail, and marketing are also fundamental parts of the city’s DNA. We have some really interesting stats in our new Customer Loyalty Index, showing that LA shoppers treat retail differently to other cities. They’re more likely prioritize sustainable stores and more likely to stay loyal to brands in the long-term. I’m looking forward to exploring some of those trends and themes while we’re at the show.
Q: What key moments have stood out at previous Power To The Marketer events?
Sara: I’ve been lucky enough to attend these events in New York, London, and Dubai — not to mention hosting all the digital versions online. Each one has had exciting moments, but what I love most about taking the festival to a new city is seeing how our themes resonate with the local audience.
I recently spoke at our festival in Dubai on the topics of personalization and data privacy, and I was really worried about whether my examples would apply to the local market. Shortly after my talk, Michael Chalhoub from Chalhoub Group took to the stage and referred back several times to the points I’d made and the examples I’d shared. That provided great reassurance that what we talk about is relevant across cultures.
Taking these festivals to different cities reminds us that marketers everywhere are facing similar challenges, and it’s powerful to see that what we’re discussing makes sense to people, they enjoy it, and they learn from it — no matter where they’re from.
Q: What are you particularly excited about for this year’s festival in LA?
Sara: We’re incredibly privileged to have some of our SAP Emarsys customers on the agenda, so I’m really excited to see them speak. We’ve got some fantastic names, including Wella, True Religion, Rare Beauty, IMAX, E.L.F Beauty and more.
Personally, I’m especially excited that Hali Borenstein, CEO at Reformation is joining us for a keynote interview. They’ve been a customer of ours for several years and have developed a pioneering approach to fashion and marketing — with a strong focus on sustainability.
Reformation has managed to walk the line between luxury and sustainability, which is fantastic. Plus, they’re an LA brand, with a real “LA born and bred” reputation, which makes them the perfect relatable example for this event.
Q: Power to the Marketer Los Angeles and the entire festival’s theme is ‘Tradition Meets Transformation.’ Can you tell us a bit more about that?
Sara: This year, our theme is all about empowering marketers through the coming together of tradition and transformation.
To me, tradition in marketing is all about the human elements of what we do—the things that make our marketing feel personal and allow us to connect with people. Transformation, on the other hand, is driven by technology, data, processes, and, of course, AI. When you bring these two elements together, that’s when you start to see real business impact and build true loyalty with customers.
This is another great reason why LA is a perfect venue for this event. It’s the ultimate coming together of tradition and transformation — on one hand, you’ve got all the old traditions of Hollywood, and on the other, there’s all this new tech investment coming in. LA is a city with both great heritage and constant evolution. What could be more appropriate?
“LA is a city with both great heritage and constant evolution. What could be more appropriate?”
Q: A lot of people will be travelling to the festival from outside LA. What else should they do while they’re in town? Any must-sees?
Sara: First off, I’m a massive fan of Mexican food, so I’d say you’ve got to search out the best taco in town — I certainly will be! If you’re looking for a bit of old LA glamour, head to the Chateau Marmont and grab a glass of champagne where the Hollywood stars used to hang out.
And as a Southern California girl, I have to mention the beach. I still miss it! So, I’d recommend heading down to Santa Monica, maybe have brunch at Shutters, and just enjoy the sunshine while watching everyone walk by.
Q: If there was one thing you’d want people to take away from the Power To The Marketer LA, what would it be?
Sara: I’d say it’s less about “knowing” something specific and more about embracing new ideas. I’d love for people to leave the festival with a renewed commitment to embracing omnichannel and personalization. My goal is to help marketers be wherever their customers need them to be, at the right moment, and across whatever channels they prefer.
Today’s marketing channels are constantly multiplying, and it can feel overwhelming, but if you’re willing to ride that wave and open yourself up to the possibilities, you’re going to be successful. Whether that’s in a traditional environment like a restaurant or store, or engaging with customers through new digital channels, it’s all about being where they are and giving them the experience they want. That’s what we’re all about, and that’s what we empower marketers to do.
Thank you, Sara!
Power to the Marketer Los Angeles promises a day full of marketing insights and great networking in a city full of vitality and innovation. Register today.
