“Communicate- Be transparent, set expectations and then mitigate.”
Lisa Vecchio, GVP of Integrated Marketing from Aircall
In this episode of Executive Conversations, Maeva chats with Lisa Vecchio, former GVP of Integrated Marketing at Aircall. She previously worked with Hootsuite and Expedia and shares her experiences navigating leadership transitions, adjusting marketing strategies, and working closely with executive teams to ensure the success of marketing plans. She talks about adapting to new perspectives, building strong relationships, and using data to demonstrate the value of long-term marketing initiatives.
In this episode, we talk about:
- Stakeholders
- Reporting
- Long-term growth
Takeaways:
- Navigating leadership changes: Lisa shares her experiences in adapting to new leadership perspectives and how it influences marketing strategy.
- Crafting effective presentations: Strategies for presenting complex marketing strategies in simple terms that resonate with executives.
- Managing budget expectations: Balancing short-term performance marketing with long-term brand building despite budget constraints.
- The importance of flexibility: How to remain adaptable in dynamic business environments, especially during executive transitions.
- The role of data in decision-making: Using supporting data and anecdotes with marketing strategies and secure necessary resources.
Time Chapters:
[00:06] Introduction
[01:55] Building marketing skills through stakeholder communication
[03:57] Presenting marketing experiments to leadership
[06:27] Reporting to different executives: CEOs, CMOs, and CFOs
[11:39] Addressing short-term focus in marketing
[14:10] Experimenting with new tactics and channels
[19:34] Training teams for budgeting and resource allocation
[25:46] Navigating rebranding and website launches as a new marketing leader
About Lisa Vecchio
Lisa is a CIM Chartered Marketer with nearly two decades of global experience in B2B marketing. She has successfully led marketing, PR, brand, and growth teams at various SaaS companies including Aircall, Hootsuite, Expedia Group, Wiley, and early-stage startups. Motivated by driving ROI and revenue through creative strategies, Lisa is a champion of brand and community building. She prioritizes strong collaboration with sales, customer success, and partnership teams, and is enthusiastic about the future of AI to enhance marketing practices. A cultural enthusiast and avid traveler, Lisa has successfully built international teams while living in New York, Melbourne, and London.
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