I Am Marketing

Introduction

In the seventh edition of I AM MARKETING, we feature Kirsten Von Busch, the Product Marketing Director for Automotive at Experian. Kirsten’s journey in the marketing realm showcases her evolution from a young professional in a startup environment to a seasoned leader in a global corporation. Her story highlights the importance of authenticity, adaptability, and perseverance in the ever-changing landscape of automotive marketing.

Background

Kirsten began her career with a clear sense of urgency and determination. Fresh out of college, she was actively searching for any job to meet her financial obligations. She landed an interview with a small startup involved in marketing research for automotive dealerships, a move she initially approached with skepticism but later recognized as the best decision she ever made. At this startup, Kirsten experienced the hands-on, multifaceted nature of working in a small company. She was involved in everything from stapling dollars to surveys to encourage dealership feedback to playing a role in the development of customer relationship management (CRM) software that digitized the entire process. This experience allowed her to wear multiple hats and gain invaluable insights into various aspects of business operations. The startup eventually evolved its CRM software to include campaign management and data mining capabilities, transforming it into a comprehensive solution. This growth led to the company’s acquisition by a larger dealer management system (DMS) provider, giving Kirsten the opportunity to transition from a small startup environment to a large, established organization.

Key Contributions

In her role at Experian, Kirsten’s core function revolves around storytelling. She excels at transforming complex data and concepts into easily understandable narratives that resonate with diverse audiences. Whether creating content for sales teams, developing industry-facing materials, or supporting product launches, Kirsten and her team focus on delivering clear, compelling messages. Her day-to-day work involves planning and executing long-term projects. From conceptualizing stories based on data insights to creating presentations, collateral, and training materials, Kirsten ensures that every piece of content aligns with Experian’s brand and effectively communicates the company’s value propositions. The team’s efforts support various departments within the organization, ensuring that everyone has the tools and knowledge needed to excel in their roles.

Personal Insights

Kirsten’s journey is also marked by her commitment to work-life balance, a priority she balances with her responsibilities as a mother and a professional. She values the importance of her children seeing her succeed outside the home, and she appreciates Experian’s support in maintaining this balance. Kirsten’s story emphasizes the significance of working for organizations that understand and accommodate personal needs alongside professional aspirations. Reflecting on her career, Kirsten acknowledges the confidence she has gained over the years. Initially, she often felt the need to present herself as more experienced than she was. However, through hard work and dedication, she has come to recognize her own skills and expertise. Kirsten now embraces her authentic self, both personally and professionally, understanding that her unique experiences and perspectives are valuable assets.

Kirsten Von Busch’s story is a testament to the power of resilience, adaptability, and authenticity. From her early days in a startup to her leadership role at Experian, she has navigated the complexities of the marketing world with grace and determination.

The above summary has been produced with the assistance of AI.