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Creating a competitive edge through customer experience

The Manufacturing industry has always been interchangeable with production of goods, but increasingly it is an industry that must transform to become a producer of customer experiences. Whether industrial, consumer packaged goods, or anything in between, Manufacturers have begun rising to the occasion and investing in CX not only for its business and end-consumers, but also to drive streamlined production processes and other operational efficiencies.

Join Adobe’s Digital Strategy Group and Blue Acorn iCi on Manufacturing industry trends & digital use cases along the maturity curve. In this series, hear directly from leading Manufacturers on how they are partnering with Adobe to power their experiences.


Rishabh Dayal

Head of Digital Strategy, Enterprise

As Head of Digital Strategy, Enterprise, Rishabh Dayal is driving and leading the development of Digital Marketing Strategy and transformation plans for Adobe’s key clients across Manufacturing, Travel, Retail, CPG & Financial Services in topics such as personalization, customer-experience design, product innovation, and marketing analytics. As a former McKinsey consultant, Rishabh has advised clients on digital transformation strategies across a variety of sub-industries. On Behalf of Adobe, Rishabh is building B2B industry thought leadership & primary research for Customers and Partners. He also enjoys long-distance running, most recently competing in Amsterdam marathon in 2019.

Shane Murphy

Sr. Director of Ecommerce, SouthernCarlson

Shane Murphy is a senior eCommerce professional with a blend of technical aptitude, business acumen, and creativity. He has over eight years of experience leading B2C, B2B, marketplace, and omnichannel ecommerce businesses. As the Sr. Director of Ecommerce at SouthernCarlson, he manages the business and technical operations for the ecommerce network, which includes two B2C sites, two B2B omnichannel sites, four third-party marketplace stores, and a catalog with over 800K SKUs.

Chris Guerra

Co-CEO at Blue Acorn iCi

Chris J. Guerra is the co-CEO at Blue Acorn iCi, a digital customer experience company. Since joining in 2012 as the first sales and marketing hiring, he’s merged Blue Acorn, BrandShop, iCi Digital, and Mediotype and established a new sales infrastructure to attract and retain $50 million in annual revenue. As co-CEO, his responsibilities include integrating the sales and marketing process across four different businesses, participating in client engagements and strategy workshops, and managing a leadership team with an average tenure of seven years.


Creating a competitive edge through customer experience