Laura Beaudin is a partner at Bain & Company, where she leads the firm’s global Marketing Excellence Practice. She is also a member of the Customer Strategy and Media Practices. Ms. Beaudin is based in Bain’s San Francisco office. In her work, Ms. Beaudin collaborates closely with B2C and B2B marketers across various industry sectors to help them build their in-house marketing, analytics and experimental design skills. Additionally, she actively uses test & learn capabilities with marketers to improve decision-effectiveness in “modern” marketing. Ms. Beaudin has extensive experience with traditional and digital advertising media platforms and tools, and has spent time with multiple areas of the ad tech and the entire mar tech ecosystems. She is also an expert on digital customer experience design, customer insight and loyalty, marketing spend optimization/MROI, and experimental design. Ms. Beaudin earned her MBA from the Stanford Graduate School of Business and graduated with a bachelor’s degree from Queen’s University in Canada.