Mastering Digital Marketing

Lil Mohan

Adjunct Professor of Marketing, London Business School

Lil Mohan is an entrepreneur and an academic. As Adjunct Professor of Marketing at London Business School, he covers several topics including Digital, Social Media, M-Commerce, Omnichannel and Advertising. He brings to his teaching a variety of experiences from Amazon, Intel, Motorola, Sun Microsystems, and two successful high-tech start-up companies: Junglee and Snapstick.

Lil consults independently for technology companies in the areas of product design, product marketing, and marketing strategy. His most recent engagement was advising a leading fin-tech company on digital strategy. Also, he is Adjunct Professor of Marketing at The University of Chicago Booth School of Business, as well as at IIM Ahmedabad, where he teaches various MBA, Exec MBA, and Exec Ed programmes.

Before this, Lil was Managing Director for Intel’s 4G mobile wireless programme in Emerging Markets, prior to which, he was VP of Business Strategy at Motorola's Mobility division.

Earlier, Lil was General Manager of Amazon's mobile platform BU, where his team built the world’s first retail M-commerce application Amazon Anywhere, enabling customers to find and buy products on their mobile devices. Lil has also been a partner at JP Morgan Partners Advisors, where he co-managed a venture fund.

Lil has a PhD in EE from Purdue University, a Postgraduate Diploma in Management from the Indian Institute of Management, Ahmedabad, India, and a BS in EE from the Indian Institute of Science, Bangalore, India.

"Modern marketing isn’t just ‘doing digital’ – it’s having an omnichannel strategy to build touchpoints across all channels your customers use, both online and offline.”

Anja Lambrecht

Professor of Marketing

Professor Anja Lambrecht’s research focuses on digital marketing, with a particular emphasis on online targeting and advertising as well as promotion and pricing. She has examined how firms can use retargeting to reach out to consumers and how firms can advertise on Twitter to early trend propagators. Her work on digital pricing has examined, among others, freemium pricing for online content sites and mobile apps. Her current work further focuses on how spill overs between different economic actors in digital markets can lead to apparent algorithmic bias.

Professor Lambrecht’s work has been published in leading marketing journals, including the Journal of Marketing Research, Marketing Science and Management Science. In 2014, she received the Paul E. Green Award, in 2016 and 2017 she was a finalist for the INFORMS Society of Marketing Science Long Term Impact Award and in 2018 she received the William F. O’Dell Award. She is an Associate Editor at Marketing Science and the Journal of Marketing and a member of the Editorial Board of the Journal of Marketing Research.

Before joining London Business School, she was a Visiting Assistant Professor at the UCLA Anderson School of Management and a Visiting Scholar at Stanford Graduate School of Business. Prior to her academic life, Anja Lambrecht worked as consultant at McKinsey & Company in Frankfurt. Anja has a Ph.D. from Goethe University, Frankfurt. She also holds a Diplom-Kauffrau from Goethe University, Frankfurt and a Maîtrise des Sciences de Gestion from Université Paris-Dauphine, Paris.

David Arnold

Adjunct Professor of Marketing

David Arnold’s research focuses on global versus local marketing; marketing strategy; innovation and market evolution; brand management; and global customer management. He has been a strong advocate of local marketing by global corporations. His writing and consulting in multinational marketing has focused particularly on brands, and relationships with local sales and distribution units.

Prior to joining the School as Adjunct Professor of Marketing, he was an Assistant Professor at Harvard Business School. He also holds adjunct faculty positions at CEIBS, in China; and Rochester/Bern, in Switzerland.

David Arnold received his MPhil from London University; his MBA from City University; and his DBA from Harvard University. From 1993 to 1996, he was the Stanley Roth Fellow at Harvard Business School; and from 1995 to 1996 he held the Du Pont Foundation Fellowship for International Research. He has written a number of Harvard Business School case studies, and in 2002 he was a winner of the Academy of International Business Case Competition.

Before entering academia, David worked in London as an editor for Mitchell Beazley International; and for the Department of Health and Social Security. He has also worked as a consultant to several multinational companies on international marketing.

He is the author of a number of books, including The Handbook of Brand Management which is now into its third edition.