In this edition, VettaFi CMO Jon Fee sits down with Cboe Global Markets SVP, CMO Megan Goett. The role of the chief marketing office (CMO) has evolved as companies digitally transform, embrace the power of brand, and lean into data-driven behavioral insights to drive client growth and satisfaction. No longer is the role merely “colors and fonts” or “clever copy.” Today, a CMO sits at the intersection of most functions within an enterprise, with responsibilities that span pipe, business development, sales automation, and even community-building. As a result, successful CMOs must embrace change while remaining close to both customer and product.
Prior to Cboe Global, Megan worked as the Managing Director – Global Head of Digital, DTC, Branding & Design for Morgan Stanley. She also was the Executive Director, Global Head of Mobile & Sales Enablement at J.P. Morgan Asset Management. She got her masters degree at NYU.
Megan Goett on the Differences Between Jobs and Careers
Jon Fee: What is the difference between a job and a career?
Megan Goett: A job, to me, is a short-term opportunity focused on earning money through a paycheck. In contrast, a career is a longer path that prioritizes growth and development aligned with your interests, goals, and values.
I view jobs as an avenue for figuring out one’s career path. Throughout my own career journey, I have held many jobs that helped me define what I wanted in my career. By honing in on what I enjoy and what piques my interest, I was able to identify and pursue my chosen profession.
Fee: That makes a ton of sense. What was your first job?
Goett: My first official job was during high school when I worked at The Gap. While there, I learned the basics of working retail such as how to fold clothes and operate the cash register. As a “Keymaster,” I even had the authority to process refunds – it felt like a big promotion. This experience marked my introduction into what I consider a real job; one where I had a manager who held me accountable and provided performance reviews.
The Master Builder
Fee: With all that in mind, what is your dream job?
Goett: As a highly creative person, I enjoy engaging in hands-on activities such as crafting and building. If I could choose a “purely fun” profession, I would love to become a Lego Master Builder – yes, you heard that right!
Despite the humorous nature of this aspiration, it is one that truly resonates with me. In fact, my love for Legos is so strong that I often purchase them just so that I can build alongside my children. It brings me great joy to explore new designs and create unique structures.
I even take inspiration from the show “Master Builder,” which my kids affectionately refer to me as due to my skill level and enthusiasm for the craft.
Fee: This begs the bonus question, what’s your favorite Lego set?
Goett: [Laughs] While many people are into Star Wars and iconic vehicles like the Millennium Falcon, I find my passion lies with historic buildings. There’s something about these structures that draws me in and captivates my interest.
When it comes to building with Legos alongside my children, we often focus on creating miniature cityscapes. From barbershops to corner delis to apartment complexes, we enjoy constructing a variety of buildings that can be combined to form a bustling metropolis.
One of our favorite sets features a school building complete with everything from the cafeteria to the art room – it’s incredibly detailed and provides endless creative opportunities for us all.
Marketing and Mentorship
Fee: How did you get into the marketing world?
Goett: At the start of my career, I worked for an investment bank that underwent a significant headcount reduction in 2001. Fortunately, I was part of a team that had been performing well and three managing partners spun off to establish their own boutique firm – which I decided to join.
Transitioning from a big corporation to a smaller one presented new challenges as we no longer had access to internal teams who could handle tasks such as PowerPoint creation or marketing efforts. As a result, I found myself working on everything from branding strategy to website development alongside our small team based out of New Jersey.
Despite initially feeling overwhelmed by these added responsibilities, it eventually became clear that this work truly excited me and sparked an unexpected passion for marketing. Through this experience building our brand from scratch, I discovered newfound enthusiasm for creating unique experiences through creative strategies and digital media. From there on out, my career path shifted towards marketing roles where I could continue exploring this passion in greater depth.
Fee: Let’s talk about mentoring. Marketing is a is a unique area for mentoring because the space evolves very quickly. Is there a mentor who got you where you are today? Your story makes me think that you probably figured a lot out yourself, but was there a mentor in there anywhere?
Goett: I previously worked at Morgan Stanley where I had the privilege of hearing Carla Harris speak on several occasions. As a senior woman in the firm, she is well-known for her client advisory work and for also being an opera singer – making her background quite unique.
One topic that Harris often spoke about was mentorship, which really resonated with me. While having mentors can be helpful, it’s having a sponsor that can truly take your career to the next level according to her theory.
Throughout my own career journey, I’ve been fortunate enough to have both mentors and sponsors who provided valuable advice and feedback. However, it was those individuals who truly believed in me and went above-and-beyond by advocating for my abilities; these were my sponsors.
Interestingly enough, both of my primary sponsors directly managed me while working at JP Morgan prior to joining Morgan Stanley. They recognized my potential and pushed me out of my comfort zone into new roles that allowed me to evolve as an employee while testing myself along the way. Without their support, I wouldn’t be where I am today so owe them a great deal of gratitude!
How Megan Goett Uses Customer Service
Fee: That makes a ton of sense. What’s something you learned from an earlier job you had outside of a marketing job that impacts your abilities as a marketer or how you approach your current role?
Goett: Throughout my career, I’ve held a variety of roles starting with The Gap and then transitioning to customer service-focused positions within the restaurant industry. In today’s society, individualization is key – people expect to be serviced on a personal level and have things done their way.
To me, marketing is all about providing exceptional customer service. It’s about having tailored interactions that resonate with your audience on an individual level. This mindset has become ingrained in me and I frequently use this perspective as a guide when crafting messaging or developing digital marketing strategies for clients.
I enjoy helping people – whether it’s troubleshooting an IT issue at work or going above-and-beyond to assist our clients with their needs. By taking the time to truly understand who our clients are and what they require from us, we can deliver personalized services that meet their unique needs.
In summary, delivering effective marketing requires understanding your customers’ requirements so you can tailor communication strategies accordingly while also prioritizing excellent customer service throughout every interaction along the way!
Pets, Pet Peeves, and the Glory of the Oxford Comma
Fee: That’s a great answer. So the next question is… do you have any pets?
Goett: This is my favorite. I have a picture I’m going to pull her up.
Fee: Oh, my God. Yeah, she’s adorable.
Goett: I have to admit, my dog is the cutest thing on the planet – although I know everyone says that so there’s no bias here! Living in New York City, my daughter begged me every day for a pet and while I initially had zero interest in getting one, she eventually got her way.
One rainy Saturday with nothing else planned, my husband and I decided to go for a drive – which somehow resulted in us coming home with a dog! Since then, our lives have been transformed. Our new pup has completed our family and brought us so much joy.
She truly is awesome – sweet-natured and always puts a smile on our faces. Despite having reservations about getting a pet at first, it’s safe to say that this decision was one of the best we’ve ever made!
Fee: The converse of that question is, do you have any pet peeves?
Goett: I think one of my pet peeves in general, not work related, is… I don’t know how you feel about this, because I know it’s very controversial, but the lack of the Oxford comma.
Fee: I’m 100% with you on this one.
Goett: It can fundamentally alter language. Proper punctuation and grammar are incredibly important in written communication – they truly do matter!
Fee: If you had said the opposite, that you didn’t like the Oxford comma, let the record show I would have remained silent.
Goett: I’m glad we share the same opinion on this topic! While everyone has their own set of pet peeves, I believe that mine is particularly relevant to our discussion. One of my biggest work-related pet peeves is when people misspell names – it’s a small detail, but it matters.
For me, paying attention to these details demonstrates a certain level of respect and professionalism towards others. It can be frustrating when my own name is misspelled despite being clearly stated in email communications or other forms of correspondence.
To combat this issue within my team, I always make sure to ask individuals how they prefer to be addressed if their name isn’t immediately clear (e.g., whether someone named Kimberly prefers “Kim” or “Kimberly”). These seemingly minor details can have a big impact on overall communication and demonstrate an attention to detail that clients and colleagues appreciate.
Finding the Routine
Fee: Yeah, that’s another great answer. What daily habits or weekly routines Do you have that keep you sharp as a leader and evolving as a marketer?
Goett: I’ll start by saying that my answer might seem generic, but I truly believe in its value. For me, reading is one of the most important activities for staying informed and up-to-date – particularly when it comes to industry-specific news.
I subscribe to a variety of services that bundle news and provide highlights spanning everything from finance to marketing, as well as more general headline news. This approach helps me stay sharp and on top of both micro and macro trends within my field.
In addition to reading, running is another activity that I find incredibly therapeutic. While it can be tough getting back into the swing of things after taking a break from running, once I’m in the zone I absolutely love it! Running gives me time alone with my thoughts where I can reflect on upcoming goals or projects while gaining mental clarity at the same time.
Overall, these two activities keep me feeling grounded while also making sure that I’m constantly learning new information and staying ahead of any emerging trends within my industry.
Fee: What publications are daily reads for you?
Goett: A big mix. I read Snacks (Robinhood), Skimm, and Wired Daily.
Goett on Leadership
Fee: What’s one thing that has played the greatest role in shaping your leadership style?
Goett: I love this question because it reminds me of one of the most impactful books I’ve ever read as a corporate professional – How to Win Friends and Influence People by Dale Carnegie. One story that has really stayed with me over time is about Bob Hoover, a pilot who experienced engine failure due to the wrong type of fuel being put into his plane.
Despite facing an incredibly dangerous situation, Hoover was able to safely land the plane and immediately approached the mechanic responsible for fueling it. Instead of berating or punishing them, he simply stated that from then on he would only allow that mechanic to service his planes since they had learned from their mistake.
This approach really resonated with me and has shaped how I interact with my own team members when mistakes are made. Rather than getting angry or frustrated at someone’s error, I try to empathize with them and use it as an opportunity for growth instead.
As a leader, it’s important to recognize that people will fail – we’re all human after all! What matters is how you help guide your team through those failures in order to grow stronger together. By fostering open communication and encouraging active learning conversations around mistakes, relationships become stronger within teams while also creating opportunities for individual growth along the way.
Giving Back as a Parent
Fee: That’s great. We’re going to pivot over to volunteerism. Yep. How do you give back?
Goett: As a parent, my focus is primarily centered on family and community-related activities that reflect this stage of life. For example, I have been involved in running backpack drives for school supplies within my local New York City community – an effort that seeks to ensure equal opportunity for all students regardless of socio-economic background.
In addition to these initiatives, I also serve as the treasurer for my children’s school, with a focus on how we can best support those children who require additional assistance. This includes volunteering at various school events and fundraisers throughout the year.
Beyond these efforts, my family has also adopted another family who fled Venezuela as refugees. As part of our ongoing commitment to helping others and teaching our own children about empathy and kindness towards others, we provide them with necessary items throughout the year – especially around holidays when they need it most.
For us specifically last winter season was particularly impactful because they needed winter clothes such as hats and gloves which opened up important conversations about privilege with our own kids while bringing us closer together through shared experiences of giving back to those in need.
Fee: Yeah, as a kid, it’s very easy to see your situation as normal and standard. Understanding that there are different degrees of equity, and people have access to different opportunities is an important lesson… So let’s switch gears and talk digital transformation. This is my hard question! Without using the words “digital” or “transformation,” define what digital transformation means?
Goett: In my opinion, the answer to this question is quite straightforward. Essentially, it’s about utilizing technology in a way that fosters innovation and drives growth for your business while simultaneously improving how you interact with clients, customers, and employees.
Fee: Cool. Yeah, that’s a great answer. What is something nobody’s thinking about in terms of digital transformation, but you are keenly aware of?
Goett: While I don’t have a crystal ball to predict the future, one thing that is currently top of mind for me – especially in relation to AI – is digital trust and cybersecurity. While it may not be as flashy or exciting as other aspects of digital transformation, I believe this area will only continue to grow in importance over time.
As marketers, we need to stay ahead of trends such as cookies and two-factor authentication while also understanding how they impact our clients and customers long term. This means staying informed on these issues and taking proactive steps towards ensuring that our own systems are secure.
In my past experience working at great firms like Morgan Stanley, I’ve had the privilege of learning from experts like Jen Easterly who emphasized just how important it is to protect ourselves in this ever-evolving landscape. From a marketing perspective specifically, prioritizing cybersecurity should remain a key priority for years – if not decades – to come.
Looking into the Crystal Ball
Fee: Thinking one to five years out, tell me about your predictions for marketing and marketers. What’s coming next? And how do we prepare?
Goett: While I know it’s a topic that many people are discussing these days, I have to say that AI and machine learning are definitely top of mind for me as well. While there is certainly an element of unknowns when it comes to this technology, I believe that the potential benefits – particularly within marketing – could be really powerful.
There seems to be some concern around whether or not AI will ultimately replace human jobs in the industry. However, from my perspective, I think we need to focus on how this technology can help us improve our business practices rather than worrying about its impact on employment rates.
One area where I see great potential with AI is in leveraging customer data to create more personalized experiences for each individual user. By honing in on what each person wants and needs, we can tailor our marketing efforts accordingly while also building stronger relationships with those customers over time.
Of course there are still questions around just how sophisticated these tools will become over time. Even leaders at companies like Google have expressed concerns about the direction things may take. But overall, I remain optimistic about the power of AI and machine learning so long as they align with core values and ethical principles along the way.
Fee: What’s one headline you expect to read in five years?
Goett: VettaFi took over the world. [Laughs]
Why Goett Loves Ted Lasso
Fee: Amazing! I look forward to our conquest. One last thing, can you share with us an album, book, movie, TV series, or other creative work that’s bringing you joy right now?
Goett: Over the weekend, I was spending time with my parents who don’t have an Apple ID. As a result, I logged in to my own account and introduced them to Ted Lasso – a show that I absolutely love.
What really stands out to me about this series is its ability to tackle complex personal issues in such a raw and authentic way. Unlike other TV shows which often focus on individual characters or storylines, every character within Ted Lasso has their own unique struggles and challenges that they are dealing with throughout each episode.
I also appreciate how well-produced and directed the show is overall. The different individuals are showcased so effectively, allowing viewers to truly connect with each person’s journey.
But what really makes this show special for me is its emphasis on positivity. The character of Ted Lasso himself embodies this quality so fully that it becomes like a beating heart at the center of everything else happening around him. He’s just such an endearing character – even though he may come across as nerdy at times!
Fee: Great choice – Did you watch it from the jump? Or did you come on later? Like what was your Ted Lasso journey?
Goett: I didn’t start watching Ted Lasso from the very beginning – it was more so that I heard people talking about it and then decided to give it a try. I believe I started sometime during season one, but by the time season three came around, I was eagerly anticipating each new episode.
One thing that has been challenging for me is the fact that they release episodes on a weekly basis rather than all at once. While this may be a good thing in some ways, as it allows you to savor each installment and not just binge-watch everything at once.
Despite this though, my husband and I have made Ted Lasso appointment viewing within our household. We’ll both put down our phones or whatever else we’re doing and just sit down together to watch each episode attentively.
To stay connected to Megan, you can follow her on LinkedIn.
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