Principal and Founder of Brands Rising
Susan Emerick is principal and founder of Brands Rising, where she works with Fortune 100 companies, providing expertise in strategy, engagement and measurement methods.
A passionate data-driven marketing change agent, Susan Emerick has navigated the evolution of internet marketing since its inception. She advises clients across the globe developing marketing programs that apply insights from analytics and research to foster long-term, high-value relationships with customers and drive ROI.
Always honing her craft, Emerick stays on top of the evolving emerging technologies landscape to capture new market opportunities created by the global adoption of digital, social and mobile. While leading global enterprise social business and digital marketing programs at IBM, Emerick and her team developed an influencer intelligence system tapping into IBM Watson’s machine learning, natural language processing and artificial intelligence power to establish the technology giant’s digital and social media strategy. An early pioneer in digital and social networking for business, she was instrumental in creating IBM’s social insights practice to continuously apply social listening insights to marketing planning and engagement strategies. As a result, IBM was awarded the 2010 SAMMY (Social Advertising, Media and Marketing) for Best Socialized Business. Additionally, under Susan’s leadership, IBM deployed global practices for social media listening and planning, brand engagement guidelines, social media governance, policy and measurement standards, which support the 400,000+ global workforce to engage effectively in digital and social media.
As an educator, public speaker and business practitioner, Emerick actively shares her knowledge and expertise in service of advancing the skills of marketing and communications professionals. In her work to bridge academics and business, she’s currently developing a first-of-a-kind graduate level data driven marketing social media optimization course at West Virginia University. Since 2012, Emerick has taught an MBA course: Conducting Social Media Monitoring and Utilizing Semantic Analysis Insights for Social Media Marketing Strategy at Carnegie Mellon University. She’s also served as a guest speaker for Eastern Michigan University search marketing program.
An avid volunteer, she served on several advisory boards including Social Media Today, MarketingProfs BtoB Forum, Social Media Media Association of Michigan and Word of Mouth Marketing Association Research and Measurement Council, where she developed standards and principles for word-of-mouth research and measurement. In 2013 she co-authored the WOMMA Influencer Guidebook, an educational resource for marketers to better understand the mechanics and metrics of influencer marketing. In 2011, she was named to the elite iMedia Top 25 Internet Marketing Leaders and Innovators, an annual list of cutting-edge creative professionals, strategists, and technology innovators.
She’s a proud graduate of Michigan State University where she studied advertising in the College of Communications Arts and Sciences. During her off-the-grid time, she enjoys spending time with her family climbing dunes and walking the shores of Lake Michigan.
Emerick is also the co-author of “The Most Powerful Brand on Earth: How to Transform Teams, Empower Employees, Integrate Partners and Mobilize Customers to Beat the Competition in Digital and Social Media” — a must read for anyone striving to build brand advocacy.