Once the client services manager at advertising agency iProspect, Andrea Wilson recently turned her full attention to luxury brand marketing and was given the new title of director of digital retail strategy and luxury practice lead at the company.

Many luxury brands pride themselves on their marketing prowess, but behind every company is a well-educated and knowledgable advertising agency that helped them get there. This is where Ms. Wilson comes in.

?IProspect has long-term experience in driving results for luxury and prestige brands through digital strategies, and our luxury teams are tremendously talented and steeped in an in-depth knowledge of luxury consumers,? Ms. Wilson said from her Fort Worth, TX, base.

?This role will allow me to equip them with additional learnings and ammunition to help further develop their holistic view of the industry,? she said.

IProspect develops comprehensive, multichannel marketing strategies including social media, mobile, performance display, search engine optimization, pay-per-click ads and global services.

The Boston-headquartered agency?s clients include luxury brands such as Bergdorf Goodman, Cole Haan, Neiman Marcus and Leading Hotels of the World.

Ms. Wilson discusses the luxury industry and how she plans to sharpen her luxury marketing skills while at iProspect.

What is your job focus?
My ultimate responsibility is providing strategic vision and insights to our luxury clients and luxury client service teams by overseeing iProspect Luxury.

Through my role, I?ll be working alongside our teams to support luxury digital marketing best practices, share new appropriate opportunities and help create well-rounded and smart digital strategies that meet our clients? brand building and performance goals.

Ultimately, our vision for iProspect Luxury is to build brand awareness, engage customers and drive revenue for many of the world's most successful brands such as Neiman Marcus Group and Mandarin Oriental Hotel Group through paid search, mobile and social strategy, SEO, display, comparison shopping engines, conversion optimization, attribution modeling and management and research.

How is this position different from the last?
My previous role as client services director encompassed iProspect team management, operations and strategic support for my set of clients in a variety of premium retail industries.

My new role will allow me to hone in my industry of expertise by developing and sharing the tactics specific to reaching the luxury consumer across our luxury network.

I?ll be able to focus on upcoming trends and cutting-edge strategies to share with our luxury clients and teams to expand their industry knowledge.

A portion of my time will also be spent on research ? compiling and creating studies specific to affluent consumers and the brands they interact with ? to provide additional industry insights and direction for our clients.

We actually just released a white paper about luxury and premium online consumers which identifies not only searching and buying behavioral patterns, but also overlap between the luxury and premium consumer and how to effectively market to this group.

What are you trying to accomplish while at iProspect?
IProspect has long-term experience in driving results for luxury and prestige brands through digital strategies and our luxury teams are tremendously talented and steeped in an in-depth knowledge of luxury consumers.

This role will allow me to equip them with additional learnings and ammunition to help further develop their holistic view of the industry.

Because we believe in providing as much as possible for our clients, I am now that additional support so our internal teams can focus directly on perfecting and growing their clients' campaigns.

Our goal is obviously to have client campaigns grow and perform, but we also want to provide specific industry and consumer insights as well.

Through our clients? partnerships, they can get performance and guidance all in one trusted relationship.

Our intimate and strong client/agency relationship works towards long-term trust and brand building success.

How are luxury marketers different than other marketers?
The reason why we felt this role was significant was because luxury marketers are so unique from marketers in other industries.

While luxury marketers ultimately have the same goals of driving awareness and brand revenue, the approach and sensitivities involved are vastly different.

Understanding the coveted brand voice and knowing the unspoken rules are key, as is progressing the brand forward with selective innovation.

These are the reasons why we felt it was so important to focus on the needs of the luxury brand.

We have talent that understands these necessities and wanted to give our luxury brand partners further dedication and ease in growing their online performance and understanding their consumers? behaviors.