Chief Marketing Officer, Pitney Bowes
Search every verified Greta Wilson interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. Greta Wilson, Chief Marketing Officer at Pitney Bowes, discussed the company's rebranding and strategic positioning in a podcast interview published in October 2024. She stated that she joined Pitney Bowes from Bloomberg to lead a complete rebrand of the nearly 100-year-old company as mailing declined, repositioning it around "delivering accuracy and precision for meaningful impact." Wilson described the company as a global shipping and mailing firm that does not operate its own trucks or planes but provides shipping technology with negotiated carrier rates and integrations with marketplaces like Etsy and Amazon. She noted that the rebrand was intended to lead perceptions ahead of the company's actual trajectory, and that marketing directly contributed 12% of company revenue. Wilson also addressed challenges in the rebranding process, including the decision to move away from the tagline "Craftsman of Commerce" because the term "Craftsman" leaned too heavily on the male side, despite the CMO and creative director being women. She emphasized the continued value of direct mail, stating that it can boost other channels like search, and said that if given additional budget, she would invest in event venues and sponsorships, particularly around live sporting events, to create brand moments and demonstrate real-world use of the company's solutions.
“I went from Bloomberg to Pitney Bowes because it was a great job opportunity which was to completely rebrand the company that had been around for almost 100 years. They were looking to reposition themselves for the future as mailing was on the decline, and I had the opportunity to come in and rethink the rebrand and ap...”
“Mailing has been declining, but in a marketing standpoint, I always say that it's the rising tide that raises all boats. Direct mail will see your search go up, everything starts to improve, but the mail breaks through because people don't do it or hadn't maybe for a while, but we all go through our mail.”
“We are now a global shipping and mailing company, and in due time, we'll be a global shipping company. We don't drive trucks or fly planes, but we're the shipping technology company that enables others to do it with great already negotiated rates with major carriers and integrations with marketplaces like Etsy and Amaz...”
“When we did the rebrand, our CEO knew he wanted the brand to be ahead of where we were and to help pull everyone along the direction of where we were going. A rebrand or brand effort usually leads with the brand to get perceptions to start to shift and see you in a different way.”
“Measuring the return on brand investment is tricky because awareness and consideration metrics only get you so far. People want to see revenue attribution to the investment. We delivered 12% of our company's revenue directly from marketing, and we drive a lot of leads digitally for solutions that clients can start usin...”
“If I were given another $5 million to deploy, I would focus on event venues and sponsorships, especially around live sporting events. This approach allows for brand moments with client interactions and walk-the-talk examples of how our solutions are used in real situations, providing great exposure and effectiveness.”
“The word 'Craftsman' became a problem in our branding because it leaned a little heavy on the male side, even though the CMO and creative director were women. Despite initial pride in the term, we had to move away from it due to emerging public issues around gender and workplace conduct.”
In this insightful episode, Chris Mechanic sits down with Greta Wilson the Vice President of Marketing at Pitney Bowes. Greta ...
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