Tuesday, June 14, 2011

Marisa Ricciardi

Marisa Ricciardi photo A Chief Marketing Officer
NYSE Euronext, New York

Since Marisa Riccardi has been selected an Internationalist of the Year, Deutsche Börse AG and New York Stock Exchange parent NYSE Euronext announced an agreement to merge and create the world's largest exchange operator. The new company, yet to be named, will be owned 60% by Deutsche Boerse shareholders and 40% by NYSE Euronext shareholders.

Marisa Ricciardi understands both collaboration and vision.  In 2007 the NYSE Group and Euronext combined to set a new milestone for global financial markets.  Marisa then joined a newly-merged company with disparate businesses, cultures and histories—tallying more than four centuries, and accelerated its path forward with an innovative vision.  Using her CEO’s definition of considering the company a “217-year-old start-up,” she led the internal and external communications of an organization with a deeply-rooted American mindset to become a redefined global entity.

She began by creating “one voice” that stemmed from a complete overhaul of the brand architecture with the consolidation of hundreds of brands to just one parent and seven sub-brands-- with the greatest emphasis on the parent brand, NYSE Euronext.  Marisa formed a core brand team of representatives from each major business in New York, Chicago, London, and Paris to serve as an internal international focus group.  The team eventually reinforced the architecture in all communications by better understanding the effective marketing tactics for differing businesses and geographies.

Marisa also demonstrated why marketing campaigns-- (normally discretionary considerations for the Exchange)-- were worthwhile investments during challenging economic times. This meant re-evaluating all communications resources and developing programs that would not only extend the brand, but deliver measurable engagement and tangible growth.

 Fast forward to 2010.  NYSE Euronext was excited to introduce itself to the world as a completely redefined company, but was challenged by a changed economic environment.  In addition to communicating the benefits of the parent brand, there were also individual business unit objectives to support—not an easy task with limited resources.  Marisa decided to use a “Product as Brand” approach, developing relevant communications for multiple audiences-- from traders to investors to employees worldwide.  To support overall corporate objectives, she also focused on growing existing client relationships. 

 The principal communications message underscored how NYSE Euronext is now more than just a stock exchange.  It is an innovative, diversified company providing solutions to a vast, integrated customer community.  Marisa championed programs to promote ongoing client engagement, thus encouraging collaboration within the community. She generated awareness of NYSE Euronext’s broad offerings of innovative products and services to better position the company in two ways:

1. As delivering solutions to help clients to excel at their businesses
2.  As a forward thinking, innovative business within the community. 

Now as NYSE Euronext enters its next evolution, there’s little doubt that Marisa Ricciardi is already envisioning a larger communications platform for an expanded company.

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