Key takeaways:
07:27 Utilizing Storytelling to Construct a Cohesive Model Technique — McCarty is Taylor Morrison’s first-ever CMO, and early on, she noticed worth in bringing model administration in-house. With solely three company advertising and marketing workers, the corporate had been outsourcing most of its branding, diluting management over its id. Stephanie leveraged her experience to construct a artistic studio, rent key roles like graphic designers and copywriters, and centralize media spend. This shift enabled a unified model voice and stronger, more practical advertising and marketing campaigns, empowering the group to manage its model future.
12:25 Reworking the CMO Position and Client Expertise — McCarty shared her preliminary challenges with company partnerships, expressing frustration with expensive, ineffective processes. After talking out on LinkedIn, she sparked a viral dialog with CMOs and creatives, who agreed on the damaged system. Embracing her position’s affect, she led Taylor Morrison in reshaping shopper experiences by launching digital instruments to simplify residence customization, leading to 60% conversion charges. This progressive strategy, paired with a customer-centric mindset, has positioned Taylor Morrison as America’s most trusted residence builder for 9 consecutive years, in accordance with Lifestory Analysis.
