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Liza Landsman, Chief Marketing Officer 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.



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