Lauren Beckstedt

Vice President & Chief Marketing Officer, BRUNSWICK CORP

Search every verified Lauren Beckstedt interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Lauren Beckstedt, Vice President and Chief Marketing Officer at Brunswick, has discussed the company's efforts to modernize its brand and marketing approach. In a 2023 interview at CES, she described Brunswick's "most comprehensive Innovation strategy in its history," centered on autonomous, connected, electrified, and shared (ACES) technologies, and noted a brand refresh aimed at highlighting the company's technology story. She stated that the company has introduced electric propulsion options and a new boat brand, Veer, and emphasized making boating more accessible through initiatives like the Freedom Boat Club membership program. Beckstedt also said that hybrid workplace flexibility could lead to more time on the water and influence boat design. In a 2025 podcast appearance, Beckstedt addressed the perception of marketing as "fluff" and said her role involves redefining marketing as a "sales engine." She stated that Brunswick has set targets for sales attributable to marketing, with a goal of 50 percent of revenue supported by digitally assisted or marketing-attributable sales. Beckstedt described the company's use of a "digital thread" to gather consumer data and an always-on test-and-learn program to build belief in marketing's impact. She also discussed a "shadow P&L" model where marketing and business units jointly own revenue targets, and noted that tighter budgets made it easier to build a stronger marketing function when the business needed demand.