13 April 2019
Bloomberg LP Chief Marketing Officer Deirdre Bigley delivers keynote on the game-changing power of women’s stories
On March 28, members of the London Women’s Forum convened for the latest event in the group’s Career Pathways Series, a forum focused on education in both personal and professional topics. This event was held at Bloomberg’s London office in partnership with the company’s Women’s Community as part of the programming for International Women’s Month.
In her opening remarks, Alison Jones, Global Head of Research Contributions at Bloomberg and a board member of the London Women’s Forum, set the tone by galvanizing the audience around findings from the 2018 World Economic Forum Gender Report, which indicate it will take 202 years for women to achieve economic gender parity. “We all can do better,” she said. “And we can get there faster.”
Keynote speaker Deirdre Bigley spoke from her experience as Chief Marketing Officer and Diversity & Inclusion champion at Bloomberg. She outlined the business case for building a personal brand based on authenticity — and staying true to it.
Powerful brand identities like Nike, BMW, and Disney are mindfully built and cultivated upon a company’s mission and success, Bigley explained, and the same should go for someone’s personal brand. “Always know exactly what your strengths are, and stay true to them,” she said. “Don’t be fake. Don’t think your truths aren’t enough. If you pretend, you will fail. If you are true and find that company that values your kind of brand, you will do amazing things. It’s your story to craft and protect.”
Bigley shared the grit and focus it took to build Bloomberg’s corporate marketing department from the ground up and grow it into a valuable and innovative enterprise. She was candid about her personal journey as a leader and how important it was for her to know her value and worth, cultivate her personal brand, stay true to her strengths, and help others rise behind her.
Know your value
“Always keep an eye on who you are and what you’re worth and never apologize for it”.
“If you have a seat at the table, and you don’t say anything, you’re not really there.”
Know your personal brand
“You must understand and promote your brand. My personal brand works for some companies and not for others. That’s why Bloomberg and I can get along, because my brand fits within the business and the culture.”
Stay true to your strengths
“Your brand is your story to craft and protect, but it must also be authentic. People will very quickly know when you are being inauthentic. You must also respect everyone else’s brand and story.”
Help a sister up
Reflecting on the importance of networks and mentorship in her career and success, Bigley was clear that it is our collective stories which will create change:
“Help each other up. Be purposeful and consciously think about what you can do to help other women. One thing we should take away from today is that the worst thing you can do is nothing. Commit to doing something.”
Learn more about how Bloomberg is advancing women
Deirdre Bigley is a seasoned marketing communications executive whose 25 year career has focused on high-technology and financial services industries. As Chief Marketing Officer, Deirdre oversees the marketing for all Bloomberg businesses including Financial Products, Media and the Vertical Industries globally. This includes all market management, brand strategy, digital, content, events and the in-house creative agency. Prior to joining Bloomberg in 2009, Bigley spent 13 years at IBM, served in increasingly more senior positions, managing a variety of marketing and sales initiatives and serving her final years as Vice President of World Wide Advertising and Interactive, and Vice President of Worldwide Brand. Bigley began her career on the agency side, having worked at Ogilvy & Mather Worldwide in New York and additional agencies in Boston, New Jersey and Dallas, eventually joining her client at IBM in 1996.
Bigley was appointed to Shutterstock, Inc. Board of Directors in 2016. She was also appointed to the Wix.com Board of Directors in 2017. Deirdre serves on the Makers Board of Directors. She has been honored with a number of awards throughout her career, including AWNY Top 50 Women in Advertising, the Gertrude Crain Award for Top Women in Business Marketing, B2B Magazine Top Marketer and Top Integrated Campaign and Working Mother Magazine’s Top “Established Mom” Award.