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Transformation takes time. But time isn’t a luxury that marketing leaders can always afford. When Aditi Javeri Gokhale (LinkedIn | Twitter) first stepped into the CMO role of Northwestern Mutual, she had just a few short months to define a new direction. 

On this episode of Marketing Trends, she talks about how she was able to enact rapid change and move her marketing organization in a more productive direction. Aditi also talks about delivering personalized content, innovating in the financial services sector, and much more.

3 Key Takeaways:

Successful marketing needs to do more than spread brand awareness. That awareness needs to lead to action.

– In today’s data-rich environment, marketing content should be tailored to the particular situation of its audience.

– Having good data is not enough. The difference between successful marketers and others is the ability to draw insights and execute on the insights drawn from that data.

Key Quotes

“The strategy has to be brand awareness to action. An action can be a lead, a sale, or a social engagement, but we need to make sure that we drive action.”

“There’s more data than we need at this point. Marketers need to think about how this is done from an insights perspective. As we think about the future of marketing and as we think about data-driven decisions, it is really the insights that come out of it and then the flawless execution of those insights that’s going to separate the successful marketers from the not so successful marketers.”

“I think it’s important to make sure that you empower your team to succeed. My leadership style is ‘what you see is what you get.’ I’m a completely transparent person. The second thing I always say is ‘egos at the door.’ We work as a team.”

“Listen to your customers, your prospects, and your employees. Lean into your team. Look at the data.”


Aditi is the Chief Commercial Officer & President of Investment Products and Services at Northwestern Mutual. She leads an enterprise-wide comprehensive marketing strategy to strengthen the Northwestern Mutual brand, amplify its digital marketing, and expand the company’s engagement with clients and prospects. Throughout her career, she has been credited with building brands in today’s digital world for global companies such as Shutterstock, American Express, and Nutrisystem. She holds a Bachelor’s degree and M.B.A. from the Massachusetts Institute of Technology.



Team of Rivals

Northwestern Mutual

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