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2 April 2015

How Google breaks through

February 2015

Lorraine Twohill, Google’s senior vice president of global marketing, describes what has and hasn’t changed for marketers trying to connect with customers.

Lorraine Twohill has made a career of pushing frontiers and forging connections. A 1992 graduate of Dublin City University, she spent a decade building brands for organizations across Europe. In 2003, Google tapped Twohill for its growing EMEA business, and in the process made her their first non-US marketing hire. Twohill advanced steadily from there; in 2009, she was named global head of marketing and then, in 2014, senior vice president of global marketing.

Twohill recently sat down with McKinsey’s Jonathan Gordon to share her views on a new inflection point in marketing. What new technologies are arising, which best practices are emerging, and what fundamentals still hold true since marketing’s first golden age?

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