Presentation title is Arial Bold 60pt, up to three lines · © 2019 DXC Technology Company. All rights reserved. November 21, 2019 13 PT_4351a-20 Marketing for an Australia HQ versus

Director of Marketing and Communications

DXC Technology

BERNICE MUNCASTER

© 2019 DXC Technology Company. All rights reserved. November 21, 2019

Marketing during major business transformations

19 November 2019


November 21, 2019 3© 2019 DXC Technology Company. All rights reserved.

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Change is the

only constant


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Time to Transform


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Failure is not fatal, but failure to change might be.- John Wooden

“

”


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Our vision was to be the market leader by 2017

FY16

FY17

FY15


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Acquiring in region for growth was our answer


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Mid flight we announce a major global merger…


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…And we were also moving to a Master Brand strategy


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This time everything would be impacted

WebsiteMarketing

assets

Sales CRM

MartechBrand

Culture

SEO/ SEMMarketing CRM

Customer

Contracts

Intranet Billing


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One Brand Voice under a Master Brand

Assured Authority

We’re composed,without being passive

We’re optimistic,without being unrealistic

We’re bold,without being reckless

We’re

demanding,without being

overbearing

We’re

commanding,without being

condescending


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Balancing the

priorities with

so many

stakeholders


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Marketing for an Australia HQ versus a global

company

Agility and autonomy versus consistent brand and

governance

Designing one speed marketing model would have

led to failure

Marketing maturity was variable across acquired

practice and corporate marketing and grew

exponentially overnight

$

The differences were stark..

Marketing were responsible for retaining customer

base and ensuring value of acquisitions retained


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We simplified our story


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Managing the narrative

Being able to

have every

employee tell

the same story

Taking a

marketing

approach to our

communications

Transparency in

communication

Realisation we

could come up

with a solution

that was

a win: win

Taking to the

time to do it

Continued to

remind the

organisation of

“What’s in it for

them?”


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The turning point


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• Listening is a skill that must be mastered

• Know who your champions are

• Never make promises you can’t deliver

• If you don’t know the answer yet, be transparent

• Take time to recharge your batteries – don’t sacrifice family

and personal time

• During change it is impossible to please everyone

• Rise above emotion and keep it professional!

• Diversity of thought, helps make change happen

• Be sure to thank people on the way

My personal learnings


Thank You!

linkedin.com/in/bernicemuncaster

[email protected]

© 2019 DXC Technology Company. All rights reserved.

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Presentation title is Arial Bold 60pt, up to three lines · © 2019 DXC Technology Company. All rights reserved. November 21, 2019 13 PT_4351a-20 Marketing for an Australia HQ versus