The role of the CMO has never been so diverse or challenging. As digital change continues to snowball, CMOs need to keep up with the evolution of communication channels, marketing tactics, and the demands of good customer experience.

In this episode of The CMO Show, Jenny Williams, CMO at health insurance provider HCF, joins Mark and JV for an in-depth exploration of the digital customer experience and change management in marketing.

A digital-native since the very first years of the world wide web, Williams understands the role of the CMO in breaking down internal silos, turning dense data into engaging content, and educating teams to remain agile and effective.

Change management is one aspect in the role of a CMO that continues to evolve, Williams explains. "I would be surprised if any CMO who has facilitated a major brand transformation has not had to encounter change management," she says.

Williams also concedes that digital and social channels are merely a mechanism for delivery, despite often being promoted as much more than that.

"In my business, social can mean customer service and how you manage what enquiries your customers have. It can mean amplification of experiential staff, it can mean managing press and reputation. It can mean engaging in communities. It can mean thought leadership, you know, it is just a channel."

Tune in to learn more about the key pillars for an effective marketing department, the role of the modern CMO, and what it means to be an IT geek in a marketing role.