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
Resources Mentioned:
- Alice Milligan
- Morgan Stanley
- E*Trade
- As Seen on TV
- Ron Popeil
- Career stops: AT&T, American Express, Citi, E*Trade, Morgan Stanley
- Brand ambassadors– Justin Rose, Leylah Fernandez, Cheyenne Woods
- “Everyone deserves a shot at success” Diversity Program
- First Tee
- E*Trade Baby Commercial
Follow the podcast:
- Listen on iTunes (link: http://apple.co/2dbdAhV)
- Listen on Google Podcasts (link: http://bit.ly/2Rc2kVa)
- Listen on Spotify (Link: http://spoti.fi/2mCUGnC)
Connect with the Guest:
- https://www.linkedin.com/in/alicemilligan/
- https://twitter.com/acmilligan1
- https://twitter.com/MorganStanley
- https://twitter.com/etrade
Connect with Marketing Today and Alan Hart:
- Twitter Alan B Hart – http://twitter.com/abhart
- LinkedIn Alan – https://www.linkedin.com/in/alanhart
- Twitter Marketing Today – http://twitter.com/themktgtoday
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- LinkedIn Marketing Today – https://www.linkedin.com/company/marketing-today-with-alan-hart/