The Virtualization of Global Marketing Programs

Brenda Tsai

Global Chief Marketing Officer at BNY Mellon

Learning Objectives

The global pandemic has transformed the marketing function in multiple ways. As organizations and individuals re-examine what is most important to them, brands have become more socially conscious and purpose-driven. Marketers must account for these shifts in their initiatives, all while virtualizing their initiatives from start to finish. This session will cover the importance of brand and customer listening in this new environment, as well as agility as a key success factor. It will also address the centrality of a solid martech and strong digital ecosystem, as well as a data-driven approach to measuring results.


Key Takeaways:



  • Brands have become more socially conscious and purpose-driven. Learn about the drivers and how to make the pivot

  • Listening to your customers has never been more important. Learn how to do this effectively in a virtual world

  • Brands must live in a strong digital ecosystem today in order to thrive. Learn how to diagnose your current brand situation and make adjustments