{"id":4527,"date":"2014-01-21T12:10:39","date_gmt":"2014-01-21T17:10:39","guid":{"rendered":"https:\/\/www.bloomberg.com\/company\/press\/maureen-mcguire-on-the-job-training-leads-to-career-in-marketing\/"},"modified":"2014-01-21T12:10:39","modified_gmt":"2014-01-21T17:10:39","slug":"maureen-mcguire-on-the-job-training-leads-to-career-in-marketing","status":"publish","type":"press","link":"https:\/\/www.bloomberg.com\/company\/press\/maureen-mcguire-on-the-job-training-leads-to-career-in-marketing\/","title":{"rendered":"McGuire: On the Job Training <\/br> Leads to Career in Marketing"},"content":{"rendered":"
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\"\" The latter steps of Maureen McGuire\u2019s path to Bloomberg are straightforward: VP of marketing at IBM, Chief Marketing Officer at Sears, and since 2009, Bloomberg\u2019s first Chief Marketing Officer.<\/p>\n

It\u2019s the early steps in her career path are remarkable \u2013 a series of random events that, in hindsight, seem tailor-made to transform an aspiring Scottish school teacher into a senior marketing executive.<\/p>\n

At 19, as part of her studies at Glasgow University, McGuire spent a year in Paris, studying and teaching English. The year abroad \u201copened my eyes to so many possibilities,\u201d she recalls.<\/p>\n

After graduation, McGuire put her teaching plans on hold and returned to Paris, where she applied for a job at the British Embassy. \u201cThey said \u2018we can\u2019t hire you, but why don\u2019t you try IBM, it\u2019s just across the street,\u2019\u201d she says. \u201cAnd the kind gentleman from the British Embassy walked me across the street to introduce me.\u201d<\/p>\n

Days later, McGuire started in the office of the president of IBM\u2019s European region, where she was an emergency replacement for the ill replacement for the vacationing third secretary. When the vacationer returned and announced plans to get married, McGuire moved into the newly open position.<\/p>\n

The role exposed her to \u201ca huge amount of knowledge across the board at IBM.\u201d In the days before e-mail, she logged and summarized all the mail, dealt with executives as she administered the company plane, and helped organize an external advisory board of European luminaries.<\/p>\n

McGuire applied to a new IBM exchange program between Europe and the United States, and was later assigned to the marketing communications group in the U.S. for a year. After rotating through speechwriting, advertising, events, and other disciplines, she returned to Paris to join the marketing group. A future CMO was launched.<\/p>\n

In the early \u201890s, McGuire was head of marketing and communications for the PC business in Europe, and IBM was in decline. CEO Lou Gerstner\u2019s efforts to turn IBM from a hardware company into a solutions company included hiring Abby Kohnstamm as Chief Marketing Officer; she, in turn, asked McGuire to come back to the States to build a marketing organization there.<\/p>\n

It was the first of three marketing organizations McGuire would either build or rebuild. In 2005, after 30 years at IBM, she was recruited by Sears to restructure their marketing function and revive the flagging brand. There she learned about \u201cthe very fast pace of the retail industry, because you get your numbers every day, you know whether your stuff is working.\u201d The quick moving environment was good preparation for Bloomberg, as was her exposure to social media marketing, where Sears was an early adopter.<\/p>\n

Weary of commuting to Chicago from New York, McGuire left Sears after three years. As fate would have it, Abby Kohnstamm, her former IBM boss, invited McGuire to join her on a consulting project at Bloomberg. The duo designed a marketing organization for a company that had never had one, and began vetting candidates for the CMO role. \u201cDan and Peter decided after six months that I was a good candidate for that position,\u201d she recounts.<\/p>\n

At Bloomberg, McGuire started by building a team and rigorously analyzing the Bloomberg brand. She emphasizes that marketing is both an art and a science. \u201cYou start and finish with the science,\u201d she says. A campaign begins with market research and insights from the sales force about the problems clients need to solve. \u201cAt the end of the process, you have to measure whether you\u2019ve been successful.\u201d<\/p>\n

The art comes in the middle. \u201cHow do you take what you\u2019ve learned to create marketing that surprises, delights, pleases \u2013 and works? You\u2019ve got to get people to notice that you\u2019ve done something, so the art of it is: how do you look at it from a different angle and make something that people will remember?\u201d she muses.<\/p>\n

McGuire\u2019s priorities at Bloomberg include supporting the core terminal business as it continues to evolve, as well as helping drive the company\u2019s diversification into non-terminal businesses. \u201cIn the past, we\u2019ve marketed primarily to end users. Now we need to convince C-suite executives that we have the resources they need to help them run middle and back offices more efficiently,\u201d McGuire explains. \u201cPeople outside of Bloomberg think of us as a terminal company, but they don\u2019t know our capabilities in areas such as data management, content management and distribution, and data storage for compliance purposes. We need to change their perceptions.\u201d<\/p>\n

Technology and Retail. Art and science. Consumer and B2B marketing. United States and Europe. \u201cComing into Bloomberg, many of the tools I had in my kit bag became very useful,\u201d McGuire says. \u201cBut there are things about Bloomberg that are challenging and exciting and new, and I learn something every day.\u201d<\/p>\n

And a long way from teaching grammar to school children in Glasgow.<\/p>\n\n<\/div>\n\n\n<\/div>\n\n\n\t\t\n\t<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

The latter steps of Maureen McGuire\u2019s path to Bloomberg are straightforward: VP of marketing at IBM, Chief Marketing Officer at Sears, and since 2009, Bloomberg\u2019s first Chief Marketing Officer. It\u2019s the early steps in her<\/p>\n","protected":false},"featured_media":4508,"template":"","format":"standard","categories":[17],"press_tag":[],"class_list":["post-4527","press","type-press","status-publish","format-standard","has-post-thumbnail","hentry","category-press-announcement"],"yoast_head":"\nMcGuire: On the Job Training Leads to Career in Marketing | Press | Bloomberg LP<\/title>\n<meta name=\"description\" content=\"The latter steps of Maureen McGuire\u2019s path to Bloomberg are straightforward: VP of marketing at IBM, Chief Marketing Officer at Sears, and since 2009, Bloomberg\u2019s first Chief Marketing Officer. 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