Coffee Break with Xerox’s Anne Marie Squeo

Xerox’s marcomms lead explains how she “blew things up” at the storied document management company.

When she joined Xerox 18 months ago as chief communications and brand officer, Anne Marie Squeo was given permission by CEO John Visentin to radically restructure marketing and communications.

In this edition of Coffee Break, Squeo discusses how she went about integrating the comms and marketing teams to streamline operations and strategy.

“We were very focused on equipping our sales teams to go out and sell, but not on building the external positioning and brand for the company,” Squeo explains. “With massive change in our company and our industry, I really needed to bring the teams together so they were working on the same things and in the same direction.”

Squeo also describes how these changes helped tackle unexpected shifts in marketing goals through COVID-19 and reimagining office culture via Xerox’s recent Make Now Work campaign.

Coffee Break is a weekly 15-minute intermission in your working day to discover more about PR pros who occupy interesting roles across the industry, live each Wednesday morning by 11 a.m. ET.

 

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