Ep. 446 | Thriving in the Digital Age: Mastering Transformation

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

In this episode of Sunny Side Up, Alex Pavia interviews Ellina Shinnick to discuss key strategies to navigate the challenges of modern marketing and leadership. Ellina shares her extensive experience in managing complex roles, emphasising the need for focus, curiosity, and discipline in today's marketing environment. She delves into her approach to omnichannel strategies, team building, customer understanding, and leveraging generative AI while maintaining a crucial human touch in content development. Ellina's insights extend across various aspects of marketing, from digital transformation in traditional industries to the nuances of content creation in complex sales environments. Her perspective offers invaluable advice for both seasoned and emerging marketers in the SaaS and B2C sectors.

About the Guest

Ellina Shinnick is the Chief Marketing Officer for HUB International. She is based in Chicago and oversees a global marketing organisation. Ellina leads the strategy for both the HUB and VIU by HUB brands that span B2C and B2B customer segments. During her tenure with HUB, Ellina built the Marketing Center of Excellence, growing the organisation from 12 employees to more than 100 contributors. In response to the COVID-19 pandemic, Ellina led the charge to position HUB as a partner for its clients and prospects, developing a marketing strategy that provided pertinent content and virtual events to help them navigate the pandemic. She has also been instrumental in helping to advance HUB along its digital journey, investing in the latest marketing technology and skillsets that enable HUB to connect with and serve its ever-changing client base. Additionally, Ellina oversaw the design and launch of multiple HUB brand refreshes and the launch of HUB’s newest brand - VIU by HUB.

Connect with Ellina Shinnick

Key Takeaways

- Success in higher roles often hinges on the ability to strategise effectively and build strong, capable teams.

- Understand and implement an omnichannel approach to meet evolving customer expectations in a digital world.

- Develop tactics to engage new and existing customers through digital and hybrid channels.

- Embrace an omni-channel approach to meet customer expectations for seamless interactions across different platforms.

- Go beyond the surface to fully understand the customer's business and the macro dynamics impacting them.

- Focus on storytelling that is driven by performance metrics and market insights.

- Blend creativity with a solid understanding of business metrics and KPIs.

- Approach marketing strategies with empathy and curiosity about the customer as an individual.

- Utilise generative AI for content creation, but always keep human expertise in the loop, especially in regulated industries.

- Identify areas where AI can be appropriately used without compromising the depth of advice and industry-specific requirements.

- Focus equally on understanding both end consumers and internal stakeholders.

- Actively work on building culture and high performance, especially in remote settings.

- Apply the same discipline, focus, and strategic thinking to all aspects of your role, from talent strategy to technology implementation.

Quote

“Pause, listen, and be curious about your buyer as a whole individual.” – Ellina Shinnick

Recommended Resource

- Dare to Lead by Brené Brown

- Radical Candor by Kim Scott

- Think Again by Adam Grant

- Marketing Brew

- Morning Brew

- Finance Brew

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