In this episode of "Women in B2B Marketing," host Jane Serra interviews Erica Morgenstern, CMO at Personify Health, about the intricacies of mergers and acquisitions and the journey of rebranding. Erica shares her accidental entry into marketing and the significance of empathy and communication during organizational changes. She discusses the strategic considerations behind the merger of Virgin Pulse and HealthComp, and the creation of Personify Health's new brand identity. Erica also touches on career growth, advocating for curiosity and the embrace of learning opportunities.

Erica walks us through:

finding value and growth within organizations
her experience with mergers and acquisitions, including being on both sides of the process and the lessons learned
creating a new brand post-merger
launching the new brand and the timeline for the brand migration and market positioning
the impact of rebranding and the importance of thoughtful and strategic communication with the team
tips for leading teams through mergers, emphasizing the need to lean in and look for opportunities during uncomfortable phases
advocating for yourself and adding value
third-party partnerships and the shift from 1-to-1 marketing to a community-based approach
the value of leaning into new experiences and career paths

Key Links:

Guest: Erica Morgenstern - https://www.linkedin.com/in/ericamorgenstern/

Host: Jane Serra - https://www.linkedin.com/in/janeserra/

57: Leading Your Marketing Team Through Change: Mergers, Acquisitions, and Rebrands - with Erica Morgenstern, CMO at Personify Health

Women in B2B Marketing