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 clientsHow the use of Ambassadors drives the conversation for Morgan StanleyThe importance of workplace collaborationKey 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 todayResources Mentioned:Alice MilliganMorgan StanleyE*TradeAs Seen of TVRon PopeilCareer stops: AT&T, American Express, Citi, E*Trade, Morgan StanleyBrand ambassadors– Justin Rose, Leylah Fernandez, Cheyenne Woods“Everyone deserves a shot at success” Diversity ProgramE*Trade Baby CommercialFollow the podcast:Listen in iTunes (link: http://apple.co/2dbdAhV)Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)Listen in Spotify (Link: http://spoti.fi/2mCUGnC) Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.