During this 207th episode of “Marketing Today,” I interview Vinoo Vijay, the chief marketing officer at H&R Block.

On the show today, Vijay talks about his background growing up and tells us about his job at H&R Block. We talk about the transformation he’s driving there and the advice he has for other marketers in the same role. We also talk about COVID and the response that H&R Block has put into place.

Vijay shares that he attended boarding school at a young age. We then learn about the many achievements that led him to his role at H&R Block. We talk about how H&R Block quickly transformed its business to help clients during the COVID-19 crisis. He says, “If there was ever a moment where needed to help and inspire confidence, it was now.” Vijay shares his approach to leading transformation. He reflects, “I need to find a way to connect people to an idea that is long-term that connects the company towards a transformation.” Throughout this conversation, Vijay brings his focus to how marketing can help a company elevate the client experience and excel at the human relationship.

Highlights from this week’s “Marketing Today”:

  • The story of how Vinoo went to school in another country, away from his parents, at a young age. 01:29
  • Vinoo’s path from boarding school to H&R Block. 03:56
  • Vinoo’s thoughts on working with Jeff Jones. 08:57
  • An overview of the financial products and solutions H&R Block offers. 12:58
  • The effect of current tax delays on H&R Block. 15:03
  • The three mandates Vinoo has focused on in his role. 17:37
  • The transformation over the past few years at H&R Block. 19:58
  • Advice to other CMOs. 22:57
  • Is there an experience in his past that defines who he is today? 25:00
  • What is the advice Vinoo would give to his younger self? 28:02
  • The most impactful purchase he has made in the last 6-12 months of $100 or less. 29:04
  • Are there any brands, companies, or causes that Vinoo follows that he thinks other people should take notice of? 30:43
  • Vinoo’s take on the top opportunities or threats facing marketers today. 34:22

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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 opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.