Marsh McLennan

Accountable for developing and executing a comprehensive vision and global social media strategy focused on activating enterprise-wide priorities across Mercer, Marsh, Oliver Wyman and Guy Carpenter. 

Build, inspire, engage and lead a high-performing global center of expertise and excellence, bringing together teams from across Marsh McLennan businesses, fostering a culture of innovation, collaboration and always-on learning and development; to deliver on all facets of social media in a way that reflects brand values, promotes enterprise-wide defined strategic and growth priorities and brings our culture and commitments to life across one enterprise.

Global Head of Social Media

Mercer

Responsible for overall social media vision and strategy for the organization across all social networks, leading a global team with a focus that includes:
•	Oversee global center of excellence accountable for end to end program development, execution and impact
•	Establish and lead Influencer Marketing strategy; identifying, sourcing, recruiting and nurturing relationships; creating and enabling opportunities between influencers, the brand and employee advocates
•	Lead strategy and team responsible for global employee advocacy; with a global, regional and country activation integrated into influencer marketing program
•	Elevate Mercer as a thought leader and partner of choice among key audiences; through unified global paid media strategy with a focus on brand awareness, consideration and lead gen
•	Establish and deliver on company-wide consistent KPIs and analytics across the organization, channels, countries and campaigns, deliver insights and recommendations to prioritize investments and maximize business impact
•	Manage agency and partner relationships across the globe in support of organic, paid, influencer and employee advocacy pillars

Established and implemented the overall marketing strategy, including core initiatives and budgets, customer insights and go-to-market programming for the Investments and Retirement businesses.

Global Solutions Marketing Leader, Investments

Founded AIG's customer insight practice, which provides strategic customer intelligence to the organization, answering the question 'why' and putting the customer at the core of key business questions, strategies and processes. Defined function’s vision and strategy, functional priorities, and recruited all team members.  Embedded design thinking approach across organization and aligned consumer insights to business and marketing decisions, to solve for needs and preferences of core audiences.

Global Head of Customer Insight

Built and led a best in class team that transformed product development and elevated Consumer products in more than 65 countries worldwide. Focused on putting customers first, using fact-based decision making to drive business strategy, delivering products for distribution across the breadth of traditional channels and across digital channels.  Set function objectives, strategies, and principles.  

• Led establishment of product development center of excellence across 65 countries, focused on design, development, and implementation of processes to maximize product development effort and move organization towards more innovative, social, digital savvy, successful, and impactful products. 
• Established company’s consumer stage-gate product development process, and oversaw training, adoption, and rollout.
• Developed marketing and communications plans for documenting and publicizing new product successes, best practices, industry trends, and monthly results; included creating global mascot institutionalized across business.  
• Inventoried and streamlined product development pipeline globally by 65%, resulting in more efficient allocation of corporate resources.  Oversaw efforts to redefine leisure travel product constructs in Latin America region based upon direct customer feedback, reducing product footprint complexity by 87%.
• Built capabilities to drive innovation, including vision and launch of employee crowd-sourcing ideation portal.

Global Head of Product Development, Consumer Insurance

Held position while simultaneously continuing to work as Global Head of Accident and Health, Product Development and Marketing.  Led product development and marketing organization across Europe consumer division, establishing capabilities and working directly with 26 countries.  Fostered Center of Excellence (COE) approach to product development by establishing standard set of processes and tools, building incentive programs, training curriculums, communications process, and central repository for product sharing and collaboration.  Partnered with key countries on full product life cycle.  Transported products from around world into Europe, sharing with countries and driving continued innovation.  

• Introduced and drove adoption and implementation of customer segmentation and product sequencing strategies.
• Launched Europe “Amazing Race” sales incentive contest to profitability, contributing to accelerated execution of key strategies.
• Evaluated product development results and made recommendations to regional leadership.

Regional Vice President, Consumer Product Development & Marketing

Drove product development and marketing strategy for international accident and health business across more than 65 countries; used innovative techniques to maintain industry-leading position in market.  Partnered with analytics team and direct marketing to build and institutionalize product sequencing models worldwide.  Developed effective integrated marketing programs and communications strategies globally.

Applied top-down, bottom-up approach through engagement in local product development projects and hands-on development at both regional and country levels.

• Established strategic direction and inspired and led growth of loyalty and retention program.  Grew from $100,000,000 in new business to over $520,000,000 in three years. 
• Led “blended product” strategy driving innovation in marketplace, resulting in more than 30 unique bundles.

Vice President, Product Develoment & Marketing

Guardian Life Insurance Company of America

Oversaw 360-person team to drive marketing, training, enrollment services, and e-business strategies across life, disability, medical, and dental product towers.  Evangelized and educated organization on value of integrated customer experience culture.  Established and drove product development key strategies in partnership with product towers.  Oversaw product development life cycle process, including product packaging, advertising, promotions and sales, and distribution strategies.  Handled joint ventures with Medco, Destiny Health, and HealthNet, with focus on building product and marketing strategies to deliver on growth targets.

• Restructured marketing organization to better align processes to deliver on corporate goals, increase employee accountability, and reduce operating expenses.
• Reengineered training organization.  Reduced operating expenses year over year while expanding training curriculum.  Launched learning management system and curriculum.
• Developed corporate PR plan; resulted in 250% increase in tier one placements in first two years.
• Established capabilities to gain customer insight through broker and consumer seminar series and online chat rooms; year one of program resulted in menu of value-added services launched to meet identified needs.

Vice President, Customer Experience

I work with brands to create and execute social strategies, develop content, build communities, and lead conversations. 

By day I head up social media for the world’s leading professional services firm in the areas of risk, strategy and people, Marsh McLennan. 

I empower employees across the globe, equip them with the knowhow, skills and the ‘je ne sais quoi’ to transform how they share their points of view on social media, build their professional brands and lead a global team that generates business value and impact for the enterprise.

The results speak for themselves. 

Over the past few years I’ve amassed a community of more than 150 influencers organically for the brand, built on trust and reciprocal value exchange without spending a dime. Delivered 4000% growth in brand reach and 10x the number of clicks to company owned pages and drive more than 60% of all social media results for the organization through people. It's no surprise that people are an organization’s most competitive advantage. Our work has also been recognized by top industry brands including Onalytica, Top Rank and LinkedIn for driving innovation and impact. 

When not in the office I am a Future of Work conversation leader. I partner with individuals and organizations, from startups to Fortune 100 brands, creating content that sparks dialogue and action through sharing experiences and insights that connect people and brands. 

One thing is consistent across all that I do and that’s my purpose and passion for my work, and my focus on leading by giving and bringing out the best in people. I focus on encouraging people to try new things, meeting them where they are at, and creating a safe space for learning, failing, and growing.

Outside of work I love to spend time with my Australian Cobberdogs Syrup and Waffles, walk my daughter to school every day, cooking and traveling the world with my family. Fun fact: I crowd-sourced the decision to get both of our puppies right here on LinkedIn!

Want to connect and collaborate? 

✅ Reach out to me for brand partnership opportunities

✅ Speaking opportunities

✅ Career coaching and mentorship

Send me a direct message on LinkedIn, or email me at guzmandanielle@yahoo.com

Are you a LinkedIn lurker?

If you are I am here to celebrate you. 

There’s so much focus and conversation on posting on LinkedIn and contributing with comments to existing conversations, but what if you cannot? Or you simply do not want to? 

Not everyone is focused on seeking recognition as a top creator, or being the next influencer in your space. And that’s a good thing because it’s an increasingly crowded space and we want and need consumers too.

I apply the 90-9-1 rule to employee advocacy when working with organizations who want to activate their people. The same philosophy can be applied to social media communities. Simply put:

90% of LinkedIn users are lurking. They come onto the platform, scroll, consume content, click on links, copy links to share off platform or via direct message, visit profiles, etc. But they never leave a trace of their activity. They’re like ghosts!

9% of LinkedIn users are contributing. They’re joining conversations started by their friends, colleagues, people and brands they admire, on topics they are knowledgeable in, have a point of view to share, or simply enjoy. 

And the last group, that 1%. We all know increíble people in this group. They’re the ones who are posting regularly, they’re starting conversations, leading conversations, contributing to conversations, networking, and are known for specific topics. This 1% are often referenced for their relevant contributions, what they share resonates and they have a reach that extends far beyond their personal networks.

So if you’re in the 90% - THANK YOU. For every like, comment and repost we can ‘see’,  you’re an even bigger part of a massive community who is  creating invisible social value for individuals and organizations.

So the next time you’re chatting with a friend or colleague who doesn’t post, or doesn’t comment, but does go on LinkedIn to do what they are comfortable doing, lead with gratitude. Acknowledge them for who they are and what they do, and say thank you. 

You might wonder why I’m sharing this perspective today?

A few weeks ago I caught a bug, that turned into a bigger bug, that led me to have laryngitis from coughing so much. So having spent the past 5 days “on voice rest” I’ve had to remind myself that I am still relevant and adding value even though I cannot be heard. And the same goes to hundreds of millions of people here on LinkedIn. 

#leadership #LinkedIn #SocialMedia

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