Greetings from the new CMO, Ann Toca
Happy 2020, marketing community! I am honored to have been appointed your new chief marketing officer. As you know, Dan Dillon has been appointed CEO of Enterprise Partners and when he and President Crow asked if I would expand my role and accept this position, I was happy to be of service.
The CMO role at ASU has many facets, not the least of which is to set the direction and enable through numerous mechanisms positive outcomes for our collective marketing efforts. Additionally, I am entrusted with the Hub team of about 100 staff and students who work hard to have a positive impact on the ASU brand through their creativity, dedication and collaborative service to the ASU marketing community. Last, but by no means least, as the CMO I have been called upon to help advance a number of strategically important cross-university projects and initiatives by identifying and ensuring the successful implementation of branding, marketing communications and constituent engagement solutions as part of the overall playbook for these projects. I will do my best to keep your interests and challenges in mind as I navigate this important role.
There are three major priorities I have identified for my first 100 days:
- At the last marketing summer camps we talked about marketing technologies being the enablers that will transform how we communicate with and engage people. I am happy to report we have recently hired a consultant and our digital transformation work is underway with recommendations due by the end of March. Whatever we learn and build will be shared broadly at this year’s summer camps since we anticipate applicability across the enterprise.
- Our brand platform was created about six years ago and is the foundation for the branding and marketing decisions we make. We are kicking off a project to examine if there needs to be adjustments to the attributes, functional benefits, emotional benefits and/or the visual and verbal signals or articulation of our value proposition: “on my way to a better life.” We will be documenting the brand refresh process to create content for the enhanced brand training you have requested, which will also be unveiled at this year’s Summer Camp.
- Continue to build our community. I continue to focus the Hub team on responding to the ideas you generated at the Fall All Hands Community Brainstorming Session. This month we are releasing new networking opportunities and providing more hands-on training. There is a great networking session coming up in February and we are building more hands-on training as part of this year’s Summer Camp.
I’ve tried to resist the cliche, but here’s hoping 2020 brings into sharper focus our collective ambitions, actions and achievements and advances our astonishing marketing community. I look forward to working with you in this new role and will be sending you routine updates through the Hub High Five. As always, my fellow Hub team members and I welcome your feedback.
– Ann Toca, vice president and chief marketing officer, Enterprise Marketing Hub