320: Being a Category of One with Morgan Stanley’s Alice Milligan
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 StanleyThe 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 drive 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 of 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
- E*Trade Baby Commercial
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