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Susan Etlinger

Industry AnalystAltimeter Group

Susan Etlinger is an Industry Analyst with Altimeter Group where she focuses on social media analytics and strategy. For the past twenty years, she has worked at the intersection of people, processes and technology, in companies such as Charles Schwab & Co., Inc., and in the agency world, most recently at Horn Group. Susan focuses on helping clients develop strategic, actionable plans that support their unique objectives and organizations through periods of rapid change. Her experience across the enterprise in information technology, marketing, customer service and retail enables her to assimilate the needs of multiple constituencies and apply them pragmatically to real-world business requirements. Susan has a deep grounding in interactive marketing and social technologies. As a Senior Vice President at Horn Group, Susan pioneered the agency’s social strategy offering, advising start-ups to Fortune 500 companies on social media best practices and strategic plan development. She has launched dozens of companies and products, and counseled businesses through crises, liquidity events and large-scale organizational initiatives. Susan is regularly interviewed and asked to speak on social strategy and best practices for business, and has been quoted in outlets including The Wall Street Journal, BusinessWeek, The San Francisco Chronicle, the BBC, the San Jose Mercury News and Fast Company. Susan’s is a published translator and has a B.A in Rhetoric from the University of California at Berkeley. You can follow Susan on her blog at, on Twitter at, and on LinkedIn at