This month’s Minute with a Marketer features Heidi Munc, AVP of user experience at Nationwide. Nationwide is one of the largest and strongest diversified insurance and financial services organizations in the U.S., offering a full range of services, and rated A+ by both A.M. Best and Standard & Poor’s.
Read more about her team, their goals for 2016, and the current challenges and opportunities she sees marketers facing this year.
Q. Please tell us a bit about your role and company.
Nationwide is a Fortune 500 company with 33,000 associates and a diverse portfolio of insurance, financial services, and banking solutions. We are more than a business because of our mutual heritage and members-first philosophy.
I lead a team of 70 user experience professionals who are tasked with elevating the experience our members and prospects have with Nationwide. We do everything from defining the experience strategy to designing the experience and partnering with IT teams to deliver quality solutions.
Q. What are your marketing goals for 2016?
Our main goal is to help Nationwide realize our 2020 vision of becoming “One Company” as we merge 14 subsidiary brands into the Nationwide fold in a way that allows our members to realize the full benefit of membership.
Q. What do you think is the biggest challenge marketers currently face?
The rapidly changing expectations of customers due to evolving technology.
Q. What do you think is the biggest area of opportunity for today’s marketers?
Finding and maximizing the small sliver of overlap between business needs and customer needs by leveraging new technologies.
Q. What was the best piece of business advice you ever received?
"The key is to know something that no one else knows."
Q. What did you want to be when you grew up?
This is going to sound cliche, but I decided on pursuing a career in advertising after seeing the Apple "1984" ad during the Superbowl at the age of 13. I started my career as a creative in advertising.