106: Brad Wilson of LendingTree believes leadership comes down to commitment

08/01/18 • 45 min

For this week's episode of “Marketing Today,” Alan got up close and personal with Brad Wilson, who just happened to be visiting Durham, North Carolina. Wilson is the chief marketing officer at LendingTree, the nation's leading online loan marketplace, with headquarters just down the road in Charlotte, North Carolina. Wilson took over the marketing reins for LendingTree in July of 2017, and there he heads up brand strategy, marketing operations, and consumer engagement.

In the course of his discussion with Alan, Wilson talks in detail about team building and leadership. For him, it's important to be there in the trenches. “You gotta show people you're doing the work, as well,” says Wilson. But he also believes you have to know when to get out of the way and let your people do the work. “If you have the vision right,” says Wilson. “If you know what you're trying to achieve — metrics, aspiration, what have you — and if you get the right people, there's no need to micromanage.”

He goes on to add, “I like to let people have their own canvas and create. Ultimately, I don't care how we get there.”

Highlights from this week's “Marketing Today” podcast include:

Experiencing waves of change: Wilson traces the chronology of his career. (1:32)
Wilson views his role as maintaining and accelerating growth — and using purpose and brand to enhance that growth. But also, importantly, to lead. (7:50)
In talking about the diversification of LendingTree's offerings, Wilson says, “Money is complex, and we're just trying to simplify those decisions.” (10:04)
Wilson doesn't believe direct response and brand building are mutually exclusive. (12:39)
Wilson uses Nutrisystem and LendingTree as examples in discussing acquisition and direct response. (18:17)
Four ways Wilson is driving change at LendingTree. (22:14)
How Wilson stays current and relevant: Twitter, The Wall Street Journal, and watching his kids consume media. (25:40)
Wilson discusses his approach to culture and team building at LendingTree. (25:40)

Support the show: https://www.patreon.com/marketingtoday

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He goes on to add, “I like to let people have their own canvas and create. Ultimately, I don't care how we get there.”

Highlights from this week's “Marketing Today” podcast include:

Experiencing waves of change: Wilson traces the chronology of his career. (1:32)
Wilson views his role as maintaining and accelerating growth — and using purpose and brand to enhance that growth. But also, importantly, to lead. (7:50)
In talking about the diversification of LendingTree's offerings, Wilson says, “Money is complex, and we're just trying to simplify those decisions.” (10:04)
Wilson doesn't believe direct response and brand building are mutually exclusive. (12:39)
Wilson uses Nutrisystem and LendingTree as examples in discussing acquisition and direct response. (18:17)
Four ways Wilson is driving change at LendingTree. (22:14)
How Wilson stays current and relevant: Twitter, The Wall Street Journal, and watching his kids consume media. (25:40)
Wilson discusses his approach to culture and team building at LendingTree. (25:40)

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

105: Jennifer Halloran on leading MassMutual’s comprehensive rebranding efforts

In this week's episode of “Marketing Today,” Alan's conversation is with Jennifer Halloran, head of brand and advertising at MassMutual. The beginning of Halloran's tenure at MassMutual was marked by a complete rebranding effort across all aspects of the company, including the hiring of two new agencies of record. In a decision to go with a roster model, they chose Johannes Leonardo as their creative lead and named Giant Spoon to handle media responsibilities.

During the course of her conversation with Alan, Halloran talked about the process of hiring those two agencies as well as the campaigns and initiatives MassMutual has launched in the past year. In addition, Halloran touched on adopting and implementing a nimble approach to capitalize on big cultural moments through timely creative and the resulting media opportunities. “I think you really have to be fluid,” said Halloran.” You don't buy a media plan that's set for the year anymore — we call it a blueprint.” She went on to add, “You don't set it in stone at the beginning of the year and say you've got it...we have to move with what's happening with our customers, in culture, and in technology, and you've got to stay on top of it.”

Highlights from this week's “Marketing Today” podcast include:

Halloran discusses her background, how she thought she'd end up in consulting but instead found herself focusing on one industry, and the monumental effort of rebranding MassMutual. (1:20)
Halloran describes the complexity of launching MassMutual's rebrand and refresh (6:26)
Starting from the inside out — Halloran provides insight for fellow marketers faced with relaunching or rebranding a company. (10:01)
“I didn't want to make them guess.” Halloran on the very different kind of process MassMutual used when looking for an agency of record. (12:56)
Halloran's advice for others going through an agency search: “Go with your gut on what you know is going to be important.” (21:49)
Halloran talks about MassMutual's “Adopt a Runner” campaign for the New York City Marathon. (24:05)
MassMutual's “Unsung” campaign hinged on authenticity. (30:53)
“That could be me.” MassMutual's “Acts of Mutuality” was a multi-generational story that appealed to something in everyone. (41:26)

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

107: Zipporah Allen on Pizza Hut’s partnerships with its new agency and the NFL

In this week's episode of “Marketing Today,” Alan spoke with Zipporah “Zip” Allen, who was named CMO of Pizza Hut in January of this year, after having been with the company since May of 2015. Prior to her time at Pizza Hut, Allen was at McDonald's for eight years. Perhaps most notable in her tenure at McDonald's was the three years she spent as national marketing manager for Australia.

Allen has been very active since assuming her role as CMO. Recently, she led Pizza Hut's agency search, ultimately deciding to join forces with GSD&M in Austin, Texas. And as we head toward fall and the kickoff of another football season, Pizza Hut is kicking off another new partnership. This year, they will be the official pizza sponsor of the NFL. In talking about that new venture during the podcast, Allen noted the connection fans have with the NFL — and sports in general — and why it matters for Pizza Hut. “I think the ‘live' nature of it,” says Allen, “and the fact that it's just this authentic place where consumers are really passionate about it, are the two things that make sports really attractive, especially for a brand like ours.”

Highlights from this week's “Marketing Today” podcast include:

On the fast track: Allen traces her career path and talks about bringing iconic brands to life. (1:34)
Allen places great importance on her time in Australia with McDonald's, noting how it sparked great personal and professional growth. (6:29)
“It's a great time to be in the pizza category.” Allen discusses consumer expectations regarding pizza purveyors and Pizza Hut's $130 million investment to become a more digitally enabled and delivery-focused organization. (8:26)
“We're all about the fans.” Allen on Pizza Hut being named the official pizza sponsor of the NFL. (11:48)
In naming GSD&M as its agency of record, Allen believes Pizza Hut found an agency that brings the brand's values to life. (15:48)
Allen discusses the search that led to choosing GSD&M, and how, in a commoditized category, they are taking Pizza Hut to “a more emotional place.” (17:47)
A deep appreciation for the sacrifices made by her parents and grandparents: Allen talks about her half African-American/half Filipino heritage. (23:12)

Support the show: https://www.patreon.com/marketingtoday

See omnystudio.com/listener for privacy information.

Hosted on Acast. See acast.com/privacy for more information.