Emma Alston

Doer
DISC Type : sd

Head of Marketing Technologies at Aviva

United Kingdom

Overview

Emma Alston is a results-driven marketing leader spearheading a major technology transformation at Aviva. She is implementing the Adobe Experience Platform to unify customer data and enable real-time, hyper-personalized journeys. Colleagues describe her as passionate, enthusiastic, and hard-working, with a rare ability to connect strategy with detailed delivery.

A Certified Scrum Product Owner® with a BSc from the University of Nottingham, Emma is recognized for her deep knowledge of the marketing technology landscape.

Personality Overview

Long-term Focused

Deliberate Doer

Risk-Accepting

They might take some time to make their mind up but once they do, they don't change it easily.  They are very professional in their approach and can weigh multiple perspectives together. Reading between the lines and seeing beyond your words comes naturally to them.

Topics They Care About

MarTech Transformation
Currently leading the overhaul of Aviva's marketing operating model, implementing a new tech stack with Adobe Experience Platform at its core to drive personalization.
Unified Customer Data
Focused on bringing together previously siloed online and offline data to create single, real-time customer profiles for a holistic customer view.
Product Leadership
Actively seeks to evolve strong product leadership skills within her team, exploring coaching and resources to support their development during a major transformation.

Media Appearances

Emma has no verified media appearances

Work History

1-2023
Head of Marketing Technologies at Aviva
11-2021 - 12-2022
Senior Marketing Technologies Manager at Aviva
4-2020 - 11-2021
Senior Marketing Data Manager at Aviva
7-2009 - 3-2012
Loyalty and CRM Marketing Manager at RAC
12-2007 - 6-2009
Communications Marketing Manager at RAC

Education

2000 - 2003
BSc (Hons) Biochemistry and Biological Chemistry from University of Nottingham
Diploma in Marketing from CIM | The Chartered Institute of Marketing

More Information

Social Presence :

Prographics :

Exp : 10 Location : United Kingdom Job Level : Mid-senior Designation : Head of Marketing Technologies at Aviva
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Insights For Selling To Emma

During A Call Or A Meeting

DO's

  • Focus on the results that your product produces, expect some strategic questions in return
  • Use phrases like 'your team deserves', 'best in class' etc.
  • Let them know of potential risks but suggest mitigation methods alongside

DONT's

  • Don't get into pricing discussions early on, steer conversation towards proven results
  • Don't take their patience for granted, avoid long-winding sermons
  • Avoid putting conscious effort into relationship-building

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Emma is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Emma

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Emma move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Emma take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Emma

Personality Compatibility


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