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President & CEO at Effie Worldwide; Traci Alford on building exceptional relationships, and leadership lessons learned while at Cadbury Schweppes and Shell International

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Welcome to episode #56! Our guest today is the President and CEO of Effie Worldwide. Effie is an organisation best known for championing and improving the practice and practitioners of marketing effectiveness. Prior to joining Effie Worldwide, our guest spent 13 years at Cadbury Schweppes in a variety of marketing and business roles, up to Global Business Development Director. And she also spent almost 7 years at Shell International.


Her roles at Shell included General Manager of Global Consumer Brands — Global Head of Brand Strategy in Retail — And Vice President of External Relations, Asia Pacific. Amongst her impressive career life, she’s also a mum, so you can see why I’m so honoured AND excited to introduce her.


Some of the topics we spoke about include:

  • Ways to build exceptional relationships without compromising our integrity
  • Lessons learned from transitioning from the food and beverage sector to the fuel and energy sector
  • How to manage culturally diverse teams both directly and virtually
  • And advice for creatives when starting a product or service business.


If you’re someone who is interested in the fusion of marketing, leadership and people skills, then this is for you.

I present to you … the highly experienced, intelligent, superwoman of marketing … Traci Alford!




More on Traci can be found via the links below:

Traci’s LinkedIn profile

Effie Worldwide website

Subscribe to The Giant Thinkers Podcast on iTunes.



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About Ram Castillo


Ram is an award winning Design Director, Blogger, top ranking Podcaster, Speaker, Instructor and Author of two internationally acclaimed books 'How to get a job as a designer, guaranteed' and 'How to get a mentor as a designer, guaranteed'. He's based in Sydney, Australia and in 2012, started the blog which helps thousands of design students and graduates be employed. Ram has since been featured in Communication Arts, HOW magazine, Herman Miller, deFrost*, and Apple.

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