Business
L E S S ON
Liza Landsman
CHIEF MARKETING OFFICE R AT E*TRADE
What does it take to be a great marketer? "You need
to have a really crisp sense of your business objectives.
It sounds obvious, but it's not. The question I always
ask myself and my team is 'In service of what?' What is it
that we want a consumer to do, think, believe differently,
or believe more fully after they've been exposed to
our message? If we can't express that as a business
objective, then we probably haven't done a good job.
You also need to find the right balance between the data
and your gut. I happen to be a very quantitative
marketer, but I try to balance that with being able to
anticipate the unexpressed consumer need. Research
gets you to the front door, but it's your gut that's going to
decide whether there's a tiger or a lady behind it."
The marketing guru oversaw the implementation of E*Trade's new "Type E" advertising campaign, which features
Kevin Spacey in a much-anticipated follow-up to the popular talking baby spots.
ILLUSTRATION BY MELINDA JOSIE
JULY 2014 SPIRIT
45
Table of Contents for the Digital Edition of Spirit Magazine - July 2014