In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Morgenstern, CMO at Personify Health, about the intricacies of mergers and acquisitions and the journey of rebranding. Erica shares her accidental entry into marketing and the significance of empathy and communication during organizational changes. She discusses the strategic considerations behind the merger of Virgin Pulse and HealthComp, and the creation of Personify Health's new brand identity. Erica also touches on career growth, advocating for curiosity and the embrace of learning opportunities.
Erica walks us through:
- finding value and growth within organizations
- her experience with mergers and acquisitions, including being on both sides of the process and the lessons learned
- creating a new brand post-merger
- launching the new brand and the timeline for the brand migration and market positioning
- the impact of rebranding and the importance of thoughtful and strategic communication with the team
- tips for leading teams through mergers, emphasizing the need to lean in and look for opportunities during uncomfortable phases
- advocating for yourself and adding value
- third-party partnerships and the shift from 1-to-1 marketing to a community-based approach
- the value of leaning into new experiences and career paths
Key Links:
Guest: Erica Morgenstern - https://www.linkedin.com/in/ericamorgenstern/)
Host: Jane Serra - https://www.linkedin.com/in/janeserra/ )
