Patsy Langridge Email and Phone Number

As Chief Marketing & Innovation Officer I oversaw MAXIS GBN’s Marketing, PR & Communications and Digital & Innovation functions with teams based in London and Paris. My teams worked with MAXIS’ key stakeholders, both internal and external, to further develop the network’s profile, consistently improve our partners’ experience and help drive new business globally. I sat on the Executive Committee and was the senior management sponsor for the organisation’s Corporate Social Responsibility programme (MAXIS for Good) as well as leading on culture, internal communications and employee engagement activities.

As interim Head of Institutional Marketing for the EMEA region, my role was to lead the drive for increased awareness of BMO Global Asset Management as a provider of innovative investment solutions in existing and new markets.To achieve this I worked with senior management colleagues to create comprehensive, relevant EMEA-wide marketing strategies along with effective overarching marketing plans and to deliver targeted multi-channel, multi-country marketing campaigns. This involved reviewing and recreating advertising creative, revising media planning and scheduling, literature, events and sponsorships, digital strategy and marketing automation, as well as team structure and process. I also collaborated closely with strategic partners across client groups to ensure maximum external exposure, as well as working with regional offices, both within and EMEA and in Asia and the USA, to ensure we began to exploit the opportunities available to us in institutional and wholesale markets through the intelligent use of shared materials and information.

After joining M&G Investments, I developed, from scratch, three teams integral to the winning of new business and covering multi-channel marketing communications - both internal and external, branding, new product marketing, investment writing, RFPs and sales and client management support - the teams were widely regarded as centres of excellence.I was involved in the rebranding of M&G Investments and successfully built the case for a distinct brand style for the institutional businesses from a Retail focussed brand - a concept that I then delivered and further developed over the years. I was also a key member of the steering committee for the rebranding and marketing modernsation of M&G Real Estate.As the head of the marketing communications team I set marketing and events strategies across three continents, growing the activity from three UK events to a multi-country, multi-million pound, multi-channel plan designed for both investor and borrower audiences. I lead the editorial projects which resulted in the winning of some 15 high profile industry awards in five years, and used my expertise to advise the Prudential group's other asset management business on their marketing strategies and plans for the UK and Europe.As a Director I was an active and respected member of several senior committees covering global brand development, multi-institutional and oversees strategy, as well as key systems and information issues.During my time at M&G I grew multiple business functions to cover all aspects of marketing and business development support by recruiting, mentoring and developing a large number of effective and successful staff. I also helped to recruit top level graduates each year through involvement in the Graduate recruitment programme, where I advised on marketing and commercial requirements.

As a Senior Marketing Manager, I modernised all of the marketing for the UK asset management business (sold through private, retail, commercial and offshore banking) and later project-managed the renaming of this business to HSBC InvestmentsWhen this had been achieved, I went on to devise and implement multi-channel annual marketing plans and budgets and managed the marketing delivery of several investment products available to Private and Retail banking clients.I also took on and launched an annual plan of internal communications and events to ensure maximum engagement from staff in London, Southampton and Jersey while recruiting, mentoring and managing a number of staff.

Within three months of joining this global organisation, I delivered the total rebranding of the Global Asset Management business worldwide and went on to manage the ongoing communication of all global marketing matters and materials through liaison and direction of all local offices.

As an experienced rebranding project manager, I took on the planning and management of the rebrand of Natwest’s Private Banking arm requiring multi-channel implementation, the devising of brand guidelines and a large internal branch launch. To ensure its consistency through adherence to new values and concepts, I communicated with, trained and mentored customer facing staff.

My first job at Deutsche Bank was to rebrand the Global Securities Services business and all associated on and off-line materials and equipment. To maximise the success of this I also devised and managed the global branding and editorial guidelines. I was in charge of proofing, editing, design and print buying and selection for the above.I also managed all events and corporate hospitality and recruited and mentored junior marketing staff.Taking on an increasingly internally focussed role, I created an intranet and maintained both internet and intranet sites for the Custody business and its larger parent division, while also launching the staff newsletter as well as managing other key internal communications projects.

As part of a period of global organisational profile raising, I took on a role that involved the rebranding and advising on all literature, events equipment and corporate gifts.

My role was to increase brand awareness in the UK incorporating the integration and rebranding of newly acquired businesses from stockbroking to financial advisory and IPOs. To achieve this I managed PR, advertising, literature and investor communications. I also created all aspects of acquisition communications and change management documentation. I was also required to manage advertising, sponsorship, agency and supplier selection as well as developing new media strategies including new corporate website and all on-line templates. I managed all corporate events and event sponsorships and recruited, mentored and managed junior members of the communications team.

I planned and delivered the annual marketing strategy and budget for three pensions magazines including all external communications, all direct mail and renewal series, and helped to further raise profile by organising high profile pensions industry events – some in conjunction with the NAPF.

Helped support and augment sales of management reports throughout the region across finance, retail consumer and pharmaceutical by developing and delivering marketing campaigns, managing events and setting up the customer service support team and negotiated trade agreements. I later managed the transfer of all marketing activities to Singapore in early 1998.

I worked with the product and marketing manager to create a full mix marketing programme (from scratch) covering all aspects of PR, newsletters and customer bulletins, product branding and packaging, advertising, corporate literature and exhibition management.