Livia Zufferli (Deloitte)
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On this episode of Marketing News Canada, Darian Kovacs interviews Livia Zufferli, Partner, Customer and Marketing, & CMO Program Leader at Deloitte Canada.
Deloitte is a professional services firm, provides audit, tax and financial advisory services. Many people think of Deloitte as just an accounting firm, however this is not true. Using creativity and storytelling, the brand has expanded into the marketing industry.
In grade 12 Livia had to make the choice where she wanted to attend university. She stated that she lived the typical immigrant parents story. She wanted to attend university for something creative such as advertising, but her parents wanted her to be a doctor, lawyer, or something along those lines. She ended up studying economics at the University of Waterloo, and although she did not obtain the degree she originally wanted, she is thankful for her experiences and claims the skill and knowledge she gained through her studies were very helpful in her career journey.
Livia has observed that “all CMO’s tend to be fantastic storytellers.” Using storytelling and creativity allows brands to be conveyed in a captivating way. She believes that being a CMO is an interesting career because it is always changing with the times. With the current pandemic, marketers have been trying to find ways to be creative while still being sensitive to the global situation and find ways to have people still excited and informed about new concepts.
Deloitte has been doing monthly webinars during the pandemic to keep members updated and interested in what's going on with the company. Once a year they publish their global marketing trends report, and many of the trends that were predicted prior to COVID still stay current to this year. She said “as a result of the various crises this year the trends have only become amplified.”
At the core as a company, one of the most important things to focus on is human experience. Instead of thinking of all the departments as different entities, it is important to consider how to make improvements as a team. Maintaining trust with employees is very important to Livia, she said a business runs similarly to an ecosystem.
Livia believes diversity provides richness. Not just cultural diversity benefits a business, but also skill set diversity. By combining different skill sets the ultimate team is able to be curated to have the best work possible produced. Teams often test each other and push each other but this allows for the most ideas to be considered.
Livia spoke about her personal interest during the interview such as her newfound love for the Peloton app for running and she finds it to be exciting and motivating. When unwinding she enjoys watching “Sex in the City,” but only the first one as she found she sequels to not be as well done. Since growing up in a traditional Italian household, she missed out on many of the stereotypical children's stories many kids grew up reading. With this being said she now enjoys reading them as an adult and her favorite being Nancy Drew.
Livia brings her fun and witty personality to the Deloitte team and diversifies their skill set.
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