Ilene Rosenthal, CEO

Ilene Rosenthal, CEO

Ilene Rosenthal is the CEO of White Space Marketing Group, fulfilling her aspiration to bring hybrid marketing expertise to the mid-market. With a deep love for the brand, and a practical passion for marketing that delivers results, Ilene has curated a team of brilliant, client-centered marketers who wake up every day to serve with the ambition necessary to achieve her clients’ true potential.

Author's Posts

Plug the Holes and Help Your Retailers

Ilene Rosenthal, CEO

More than six months into 2020, we're well past asking the question: When will the pandemic-induced disruption end? 

Now, it's about taking advantage of the adaptive agility COVID-19 has incited.

For B2B companies that serve ecomm and retail, we’ve witnessed opportunities in tactical excellence and strategic thinking that can open minds to some low-hanging fruit.

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Topics: strategy, retail, ecomm, marketing

It’s Hard to See the Label When You’re Inside the Jar

Ilene Rosenthal, CEO

These days, so many companies are scurrying around looking for answers. But, when you’re in the thick of everything, it’s difficult to see things clearly. Lost revenue, a waning customer base, and no definitive date to return to “business as normal” has companies clamoring for some semblance of direction; of hope.

The reality is, past performance is no longer an indication of future success. People we are working with are taking a step back and looking more holistically at their businesses to ask:
  • Where is marketing worth it?
  • Where is it just a waste of today's precious resources?
It's a damned good reflection, if you ask me.

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Topics: "marketing spending", strategy, marketing

A Love Story: I Broke Up with One Brand Because I Fell in Love with Another

Ilene Rosenthal, CEO

The pain of heartbreak. The guilt of the break-up. Here’s the story.

My First Love

I tried a new brand of household products about two years ago. They advertised on Facebook. The advertising was silly. It made the point. The product was environmentally friendly, and it came in the mail by subscription.

I tried it. I liked it. End of story. Let’s call them Brand #1.

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Topics: marketing strategy, Branding, consumer insights

Worry Less About Margin and More About Value

Ilene Rosenthal, CEO

A few weeks ago, I spoke to 50 members of the Collaberex networking organization about goal setting for 2020, in light of this new world we’re living in. 

The premise of the presentation was looking ahead to what business will look like on the eve of New Year’s Day, 2021, and what people can realistically expect to “celebrate.” As much as we’d all love for things to go back to normal, those days--as we knew them--will likely never be quite the same.

So, we adapt. We lead.

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Topics: "marketing spending", strategy, marketing

The Yin-Yang of Retail vs. Ecomm Has Got Me Dizzy

Ilene Rosenthal, CEO

I’m deep in the world of optimizing ecomm businesses for companies with an emotional, aesthetic focus. Their success is connected to both visual appeal and real-time experience, but fulfilled digitally.

Think about that: a customer connection driven by beauty, fulfilled digitally. Whoosh! What was once imagination, is now oh, so real.

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Topics: strategy, retail, ecomm, marketing

The Untested Seems Plausible During a Crisis

Ilene Rosenthal, CEO

Even with the understanding that this pandemic crisis is temporary, and that we will get through this, uncertainty looms. There’s so much unknown, it’s dizzying.

And yet, while some of the world seemed to be unraveling in the recent weeks, other plates shifted under our feet.

Suddenly, risk serves as a catalyst.

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Topics: content marketing, marketing strategy, marketing ROI

Can The Minimalists Help Guide Your Approach to Marketing Spending?

Ilene Rosenthal, CEO

This phrase was made popular by Marie Kondo and her book series, The Life-Changing Magic of Tidying Up. Many of you may have gone through your closets and drawers, identifying the items that do, in fact, bring you joy—and decluttering those spaces in the process. It’s so widespread, it’s even been coined, “The Marie Kondo Method.”

Another approach is similar, yet different.

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Topics: "marketing spending"

History Lesson: Maintaining Marketing Spend During A Downturn

Ilene Rosenthal, CEO

If you happen to be married to a financial risk analyst, who moonlights as a historian, you have to turn an eye toward history in order to gain any perspective on what’s happening today.

Here are a few of those tidbits, culled from a Forbes article from last year. 

Yes, last year.

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Topics: email marketing, marketing strategy

Brain Building: Growth Strategies Live Outside Your Industry

Ilene Rosenthal, CEO

Over our eight years in business, many White Space advisers have suggested I focus on a single vertical in my work. While we do have a concentration in certain industries—healthcare, for example—I’ve resisted this approach for one reason: It’s not right for growth businesses.

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Topics: email marketing, marketing strategy

Bowie, Brothels, Horse Breeding And Risk

Ilene Rosenthal, CEO

One of my favorite podcasts is How Do We Fix It?, hosted by Richard Davies and Jim Miegs. It reeks of nuance, alternate views, reason, and charm.

I recently listened to an episode with Alison Schrager, who has looked at how risk is managed across circumstances and environments. Some of her conclusions from her book, An Economist Walks Into a Brothel: And Other Unexpected Places to Learn About Risk, really moved me.

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Topics: email marketing, marketing strategy

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