Citywealth Leaders List, 60 seconds interview – Michelle Williams, Ogier
This week’s 60 seconds Citywealth Leaders List interview is dedicated to Michelle Williams, Head of Digital Marketing at Ogier.
Tell Citywealth readers about your role and the brand you represent.
I’m Head of Digital Marketing at Ogier, a professional services firm providing legal, corporate, fiduciary and regulatory consulting services across multiple international financial centres. My role is to help shape how clients experience our brand across digital channels, from our website and content to campaigns, technology and client engagement.
What does a typical day look like for you?
A typical day for me starts with drop off for my four- and six-year-old little ones. From there I’ll often catch the train into the City on an office day.
My days vary because we’re on an ambitious digital transformation journey at Ogier. One day I might be refining our social media strategy, the next reviewing a new client experience or working with partners on a strategic initiative. Whatever the focus, there is always collaboration with colleagues and agency partners to keep momentum moving.
What recent campaign, rebrand or initiative are you most proud of?
The initiative I’m most proud of is the marketing transformation I’m leading now at Ogier. It spans a brand and website refresh, a social media strategy evolution, a MarTech overhaul and a renewed approach to content and campaigns. What’s made it particularly rewarding is the level of engagement across the business – the business and the team aren’t just supporting the change, they’re actively helping shape it.
What are the biggest marketing challenges facing private wealth firms today?
The same challenges I encountered in my twelve years in legal marketing – a lot of noise, activity, and data to sift through. I find one of the simplest ways to cut through that is to focus on who you’re trying to reach, what matters to them and how you can solve their problems.
How do you differentiate a private wealth brand in a crowded and often conservative market?
I’m a believer in clear messaging, and bold, pared back design. Having the confidence to build your marketing around client needs makes you stand out.
What metrics matter most to you when measuring success?
I take a commercial approach to metrics and like to define success criteria carefully. Metrics need to pass the ‘so what?’ test. If it’s for a big thought leadership campaign, I’d be looking at whether it won new work, increased share of voice, or paved the way for new conversations. If it’s a brand or content initiative, I look at whether it is changing perception, driving engagement or creating stronger conversations with clients.
I tend to avoid volume metrics like impressions or reach, unless they can be qualified by something more tangible, otherwise marketing loses credibility in the business.
What do you consider to be the most important attributes for a marketing leader?
Empathy, vision, wit, energy and humility. I’ve learnt from some amazing marketing leaders over the years, and the best have these qualities in spades.
Who or what inspires your creative thinking?
Sometimes it’s a creative campaign that I’ve seen, a print advert, an image or even a garden design that’s caught my eye. It could also be a conversation with a fee earner or colleague about something they’re finding tricky. Inspiration can come from anywhere.
Where was the last place you travelled for work or inspiration?
I travelled to Jersey to select a Software as a Service (SaaS) partner for our marketing and pitch automation solution. The sun was shining, we reached a decision we were all happy with and enjoyed a great meal together afterwards.
If you were not in private wealth marketing, what would you be doing?
My garden is my happy place and I’ve been a Gardeners World subscriber since my 20s – so my dream job would be a garden designer (one day)!
How do you relax after a busy campaign or event?
Spending time in the garden with my kids. Time with them is very absorbing!
Which private wealth brand do you think is getting it right, and why?
I admire brands that are bold enough to shape their digital experience around client needs rather than internal structures. That signals confidence, clarity and a strong understanding of the audience.
Ogier’s Citywealth Leaders List profile
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