Good Things Happen E7: Understanding Customer Needs
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In Series 5, Episode 7 of Good Things Happen, host Jorian Murray is joined by Lucy Farey-Jones, Chief Strategy Officer, Register and Alex Craddock, Chief Marketing and Content Officer at Citi to discuss Understanding Customer Needs and to share their insights on marketing, expectations of consumers and the impact since the digital revolution.
Lucy Farey-Jones outlines the importance of understanding consumer desires and emotions, as well as the tools and techniques used to gain consumer insights.
Alex Craddock highlights how consumer expectations have evolved due to technological advancements, and the need for more personalized and real-time marketing experiences.
Our guests reflect on the need to improve communication about and advocate for their profession, establishing common terminology and methodologies to gain more respect and influence within organizations.
Citigroup (“Citi”), and Register are not affiliated and are independent from each other. The speakers’ views are their own and may not necessarily reflect the views of Citi or any of its affiliates. All opinions are subject to change without notice. Neither the information provided, nor any opinion expressed constitutes a solicitation for the purchase or sale of any security. The expressions of opinion are not intended to be a forecast of future events or a guarantee of future results.
Lucy Farey-Jones, Founder, Chief Strategy Officer, Register
The founder of Register, a strategic design consultancy based in San Francisco, Lucy is a marketing strategist obsessed with technology and behavior change. Over her three-decades-long career, she has worked on some of the biggest brands in the world: Volkswagen, Unilever, Audi, HBO, Microsoft, Autodesk, Google, Barclays, REI, Lyft, and Asana, to name a few. Before starting Register, she was co-founder and Chief Strategy officer of Venables Bell + Partners. Business Insider voted her one of the most creative women in the world. All in all, Lucy’s work has garnered 12 EFFIES across seven categories for outstanding marketing effectiveness. Her 2019 TED talk on her firm's research into consumer perceptions of AI has over 2 million views. Lucy is an angel investor and a classic car tinkerer, but her proudest achievement, by far, is raising her two amazing children, Molly and Ana.
Alex Craddock, Chief Marketing and Content Officer, Citi
Alex Craddock, Managing Director, Chief Marketing and Content Officer, leads Citi’s Global Marketing and Content function. He is responsible for client, segment and product marketing across Citi’s five business segments as well as brand, sponsorships, client events and the global insights function. Prior to joining Citi, Alex was Global Chief Marketing Officer at BlackRock, responsible for developing and executing a global marketing strategy that accelerated the commercial growth of the firm, built BlackRock’s corporate brand reputation and strengthened client preference for the BlackRock, iShares, and Aladdin brands. Alex joined BlackRock in 2018, as Global Chief Marketing Officer for BlackRock’s ETF and Index Investing business, iShares. He joined from HP Inc. where he led global marketing for HP’s PC and mobile device business. Alex began his career in the automotive industry holding various business development and marketing roles at Renault and Honda in the UK and across Europe. He continued to build his marketing experience at global agency networks, building out digital practices and leading global client accounts. Following this Alex spent 12 years at Visa Inc. where he held various executive marketing leadership roles across EMEA, Asia Pacific as well as North America, his last position being SVP, Global Head of Brand & Product Marketing. Alex has more than 30 years’ experience in international marketing and business development and has lived and worked in France, UK, Singapore, and the US. He holds a BA (Hons) degree in European Business and French from Nottingham Trent University.
