Brenda Tsai
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TRENDSETTERS: BNY Mellon's CMO Brenda Tsai Discusses Create Value and the Need to "Consider Everything."
The Internationalist Trendsetters is written by Deborah Malone, founder of The Internationalist.
Brenda Tsai leads marketing at Bank of New York Mellon with a focus on creating value across the top and bottom line, while developing initiatives that accelerate the firm's growth strategies.
Last year, amid extraordinary change and challenges, she launched a new brand platform called "Consider Everything" to position BNY Mellon as a global investments company for the future and one that explores every angle in a fast-paced, complex world. She adds, "the best way to succeed at anything is to consider everything. Because considering multiple perspectives leads to better outcomes – for clients, partners, and the industry beyond."
In her role as Managing Director and Chief Marketing Officer, Brenda Tsai believes that marketers today need to be "ambidextrous" in their thinking by blending creativity with data-driven digital marketing. She emphasizes, "As our ever-changing environment demands greater performance at lower cost, we all need to push the boundaries to elevate brand purpose, improve ROI and accelerate sales"
To hear more from Brenda Tsai, tune in to our Trendsetters podcast as she talks about the balance between being purpose-driven and profits-driven, as well as the need for leaders to be curious, agile, and committed to mentoring. CLICK HERE.
In our conversation, we discuss the following:
- Why is your new brand platform called "Consider Everything," particularly important for these times?
- As a global marketing leader, has our new era of Stakeholder Capitalism shifted your marketing priorities in any way?
- What does it mean for today's marketers to be "ambidextrous?"
- What are some of the biggest challenges in guiding a global organization to adopt new ideals?
- How has your extraordinary background and your varied skill sets, informed your current role as CMO?
- What are some the greatest concerns AND satisfactions of a 21stCentury CMO?
Brenda Tsai is the CMO of BNY Mellon, where she leads the bank's global marketing strategy, including brand, advertising, digital marketing, marketing analytics, marketing campaigns, and events. She is also the global co-chair for BNY Mellon's Women's Initiative Network and a mentor for the 30% Club.
Ms. Tsai has more than two decades of B2B and B2C marketing experience as a leader in financial services and consumer packaged goods firms such as FactSet, GE Capital, Proctor & Gamble, and Salomon Brothers. She holds a B.A. from Stanford University, an M.B.A. from The Wharton School of the University of Pennsylvania, and a master's in international studies from the University of Pennsylvania.
