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, Alice and I 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, Lala 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:
- http://twitter.com/abhart
- https://www.linkedin.com/in/alanhart
- http://twitter.com/themktgtoday
- https://www.facebook.com/themktgtoday/
- https://www.linkedin.com/company/marketing-today-with-alan-hart/
Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.
