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320: Being a Category of One with Morgan Stanley’s Alice Milligan

Alice Milligan, CMO at Morgan Stanley

Alice Milligan, CMO of Investment Management giant Morgan Stanley feels that “your career is a marathon, not a sprint.” Her path as an integral part of marketing, UI/UX, and growth strategies for companies such as American Express, Citibank, and E*Trade, has given her the ultimate marketing tool belt to tap in her current role.

In this episode, Alan and Alice discuss how Morgan Stanley has been able to connect to a new younger wealth management audience, why being unique is your superpower, and why data and analytics are the lifeblood of marketing today.

In this episode, you’ll learn:

  • How Morgan Stanley bridges the gap between their core clients and their new clients
  • How the use of Ambassadors drives the conversation for Morgan Stanley
  • The importance of workplace collaboration

Key Highlights

  • [02:26] Alice’s career journey
  • [06:55] How Alice’s role as is CMO defined
  • [08:45] Managing the complexity of Morgan Stanley’s portfolio
  • [11:00] Broadening Morgan Stanley’s appeal
  • [13:20] Balancing the need to serve core clients yet still connecting to newer, younger clients
  • [13:35] Ambassadors of Morgan Stanley
  • [17:03] How the use of ambassadors to drive the conversation
  • [19:02] E*trade bringing back the baby
  • [23:21] An experience that defines Alice
  • [25:24] Alice’s advice for her younger self
  • [26:40] What marketers should be learning more about
  • [28:34] Brands Alice is fascinated by
  • [31:37] The biggest opportunity and threat for marketers today

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