CMO Spotlight | Amy Comeau - Emory Healthcare
The CMO Spotlight is a chance to get an inside look into the minds and journeys of high-performing marketing leaders.
Setup CEO and Founder, Joe Koufman, spoke with Amy Comeau, the Vice President of Marketing for Emory Healthcare, to share about her journey from vocal performance and Opera houses to Healthcare, building collaborative bridges, passion for Publix, the power of her mother’s words, and more.
“[When dealing with conflict], you can’t change that person, so think about how you can change your approach for a better outcome.”
WATCH + READ THE RECAP BELOW (SCROLL TO THE END FOR THE FULL INTERVIEW)
Q1 | What advice would you share with marketers?
“You have to have a plan. You also have to know that the plan you have may not work out.”
Comeau’s journey started with a love for vocal performance, and then, after learning that she did not want to “sing for her supper,” she mixed her love for singing with management by studying music business and working for multiple Operas on the managerial side. This then led her to a career in marketing (including 17 years and counting at Emory Healthcare).
Of course no one can plan exactly for the future, but by having an idea of your strengths, goals, and interests, you can cater wherever your path takes you to what you want from life.
Q2 | What is your superpower?
“I’ve been described a lot as a collaborative leader. I can relate to a lot of people and I’m very collaborative.”
Comeau has a unique skill that allows her to “see the good in everybody.” By assuming good, she figures out the best way to bring people together to optimize their skills and personalities.
This strength is handy while working in an organization since marketers have to bridge the gap between other departments to achieve the same goal.
Q3 | What values are important to you?
Comeau expects resourcefulness from her team, but demonstrates to them a family first mindset. She is honest about missing calls or meetings if she has an obligation to her family. By demonstrating this value, she hopes her team can do the same.
Q4 | Tell us about an impactful campaign.
Comeau thought of a successful campaign Emory did pre pandemic that depicted Emoiry’s unique brand qualities and services apart from other Healthcare organizations. They told a story that didn't take place in a hospital showing a gurney, but related Emory’s services to the average person walking around. The idea behind the campaign went into the idea that you or someone you loved may need Emory’s services.
To support the campaign, there was broadcast advertising, paid search, email marketing, direct mail marketing, and more.
The results led to the largest call volumes, great employee feedback, donations, and even job applications. The results were beyond the team’s expectations, but that is because it was so well thought out and considering the audience’s needs.
“A well done campaign will hit many different metrics for you, even if you're only targeting one.”
Q5 | What is a brand that you admire?
Publix is Comeau’s favorite brand because of”
The personal connection. The Publix down the street from Comeau has some of the same employees from 20 years ago. They saw her when she was pregnant with her son, and now, years later, still ask about him. The familiarity adds an extra touch of belonging and connection that is appreciated.
The advertising is distinct and heartfelt. “You can spot their brand ads. I don't know that they need their brand ads frankly because I think they're such a strong brand, but those brand ads…you spot them a mile away. And tell me one that hasn't made you cry.”
The consistency. Comeau feels like no matter which Publix you frequent, the service is consistent.
The mission. Comeau especially loves and notices that Publix employs people who may not have opportunities elsewhere.
Q6 | What quote is important to you?
“The quote I rely on to this day is one from my mother. ‘Amy, it stops with the more mature.’ And maybe that's why I'm such a collaborative leader. You can spend your time arguing with somebody, but it's not going to stop until somebody is an adult.”
Comeau points out that this quote stays with her always. It’s useful as a leader or in discussions, because “you can't change that person, so think about how you can change your approach for a better outcome.”
For more marketing leadership advice and a view into the mindset of marketing executives in various industries, be sure to watch the full interview with Amy Comeau, and keep an eye out for more thought leadership from our CMO Spotlights.
WATCH THE FULL INTERVIEW TO THE RIGHT.
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