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Leah van Zelm

Vice President, Digital Agency Group Strategy
Leah van Zelm

Leah is a 15-year CRM veteran with experience leading customer strategy projects, implementing marketing initiatives, and mobilizing organizations. As VP and Principal Consultant, she is focused on understanding consumer decisioning and advancing customer-centric experiences. The role brings together her passion for consumer psychology, traditional marketing, and direct, insight-driven marketing. Leah is a frequent contributor to Merkle thought leadership on the topics of Connected CRM, consulting issues, and industry-specific matters.

Leah’s work benefits from sound knowledge in consumer research, CRM process and organization design, media mix measurement, segmentation and customer insight, CRM capability assessments, roadmaps and implementation, business case development, and program management. In her eight years with Merkle, Leah has worked with retail, insurance, banking, travel, media and entertainment, and B2B companies.

In addition to positions in research and marketing for a top cable company, Leah spent five years in Accenture’s CRM Practice. During her tenure there, she helped a marketing service provider design offshore operations; developed segmentation and associated acquisition and retention programs for a leading mobile phone provider; contributed to the transformation of a leading telecommunications company around customer centricity; and helped launch a data mining company by supporting both go-to-market plan and operating model design. Leah holds a BA and an MBA from the University of Texas at Austin.

Leah's Articles, Blog Posts, Webinars and More

Considerations for selecting people-based marketing partners

What to Consider When Selecting a People-based Marketing Partner

Implementing people-based, marketing (PBM) requires a combination of business integration services providers, solution providers, and agencies/marketing services providers. While a single partner may fill multiple roles, brands must balance the need for cohesion across selection, implementation, and use of PBM capabilities, with the need for multiple and highly specialized partners.

Brands are, and should be, focusing on customer centricity

Research Supports a Shift to Customer Centricity for Companies to Increase Market Share

Brands are continuing to focus on customer centricity and the strategies to gain share in the market. Whether it is organizing data around customers, anticipating the customer journey, or implementing addressability at scale, putting the customer first is an integral function for future growth.

Webinars We suggest...

Personalized Health Marketing

Our on-demand webinar series is designed to discuss the importance of delivering personalized customer experiences and best practices for executing on this strategy.
Webinars We suggest...

Addressable Customer Experience On-Demand Webinar Series

This four-part on-demand webinar series, which is geared toward travel, media and entertainment marketers, discusses the importance of delivering addressable customer experiences and best practices for executing on this strategy. These webinars will be released through January and February.
Blog We suggest...

Too Many Chiefs, Not Enough Vision

I was intrigued to recently hear the 80-20 rule applied to customer experience: while 80% of CMOs say they are focused on a differentiated experience, only 20% of consumers say they actually feel "surprise and delight." As I reflect on my own recent experience — both as a professional and as a