320: Being a Category of One with Morgan Stanley’s Alice Milligan

Marketing Today with Alan Hart

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, Leylah Fernandez, Cheyenne Woods
• “Everyone deserves a shot at success” Diversity Program
• E*Trade Baby Commercial

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• Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

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