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Lorraine Barber-Miller, CMO of ADP, has a tough mission: make ADP a category of one. That means helping push her legacy brand past its perception of just being a payroll solution. And, though it’s a tough goal, ADP’s marketing machine has been firing on all cylinders and getting it done.
Lorraine and her team have been hard at work implementing the company’s first-ever marketing plan. They’ve crafted a new brand purpose to help differentiate in a crowded field, made a new character the hero of their story, and have invested in massive outdoor, digital, and print campaigns to bring their reinvigorated brand to the world. Tune in to hear how they told a story that no one else could, and how they made it real.
For full interview: bit.ly/2lyePhV
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Meet the Guest
Lorraine Barber-Miller is an accomplished global Chief Marketing Officer recognized for building businesses and delivering exceptional financial results in both Mature and Growth Markets. Having advanced through the marketing, sales, and communications disciplines both domestically and internationally, she has led marketing transformation and entrepreneurial business building in over 100 countries globally. Currently as Senior Vice President and Chief Marketing Officer for ADP, Lorraine has global end-to-end functional and financial accountability. In this comprehensive capacity, she is responsible for full client acquisition and lifecycle marketing through all channels including digital, direct sales, inside sales, alliance partners and third-parties across all products, client segments and markets. She is also personally leading the first global reinvention of ADP’s brand in its 70-year history.