Purpose-Driven Marketing: How Your Brand Can Make a Difference

Shahin chat's with Joanne Woo, Global VP, Division Head of Marketing & Communications at ABB about purpose-driven marketing and how brands can be a force for good.

From global conglomerates to fast-growing start-ups, Joanne is an award-winning marketer with deep experience building brands. 

She is the first Australian to sit on the global leadership team for one of the company’s largest divisions, where she leads a global team of communications experts and oversees the full marketing and communications function across more than 50 countries. 

Prior to ABB, Joanne held roles as Vice President, Communications, at GE; Head of Corporate Affairs at Deliveroo; and GM External Communications at Siemens. 

Joanne is a fierce advocate for diversity and inclusion, serving as a mentor on the Superstars of STEM program. She is also the Curator for TEDxMelbourne. 

The episode covers:

• What is purpose-driven marketing?
• How to implement a purpose-driven program.
• ABB’s Unstoppable - a global campaign.
• The importance of storytelling.

Resources mentioned in this episode:

• Unstoppable - ABB global campaign
• The Power of Vulnerability - Brené Brown
• Seth Godin

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Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth

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