In this episode, Joanna Kalenska, CMXO at HSBC Global Asset Management, talks about her journey from agency-side roles into in-house marketing, and how that experience has shaped the way she thinks about briefs, client experience and strategic growth.
She also discusses the importance of cultural understanding in financial services marketing, from adapting to regional differences to building more client-centric strategies that balance short-term performance with long-term brand positioning.
Themes covered in this episode:
- Writing better briefs to create better outcomes
- Understanding clients across cultures and regions
- Balancing short-term performance with long-term brand growth
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