Trish Finnemore

Senior Director, Australia

Trish is Protiviti’s senior director for global marketing, responsible for marketing teams across offices in APAC and Europe. Based in Australia, a typical day for Trish includes speaking with colleagues in the U.S. in the morning, catching up with team members in Asia and India during the middle of the day, and checking in with colleagues in Europe before her day ends.

That’s quite a change from when she joined the firm in 2006. As she says, “With Teams and other virtual platforms, it is so easy now to collaborate. When I started at Protiviti, international dialing using audio conferencing services was the only way to connect with colleagues in other countries. Now we can operate as a truly global marketing team.”

"Digital channels allow us to reach wider and more diverse audiences, personalise messages and offers, measure and optimise performance, and generate and nurture leads."

The Changing Global Marketing Landscape

It’s not the only change she’s seen during her time at Protiviti. B2B marketing has undergone significant changes during the last two decades, driven by technological, social and economic factors, and marketing at Protiviti has been no exception. When Trish first started at Protiviti, she was helping to run global print advertising campaigns in magazines and major daily newspapers. Online advertising was in its infancy, and LinkedIn had launched only three years prior. During that time, promoting Protiviti’s services meant spending much of the marketing team’s time, energy and budget on industry events and conference sponsorships.

The global marketing playing field is very different now, she says. The advent and proliferation of the internet, mobile devices, social media, cloud computing, artificial intelligence, and big data have transformed the way the marketing teams collaborate, communicate, interact, and deliver value to clients.

“Digital channels allow us to reach wider and more diverse audiences, personalise messages and offers, measure and optimise performance, and generate and nurture leads,” she says. “The explosive growth of social media has forced us to rethink the way we interact with clients, prospects, and peers, including the way we create and distribute content.”

The Future is AI

Trish believes the next frontier for marketers is generative AI and she leads a global working group on this topic. The group is currently looking at opportunities to leverage AI for SEO, content, design, translation, analytics and any aspects of their work that involve repetition and crunching data.

Navigating today’s B2B landscape is exciting and rewarding, but not without its challenges, she says. “Consulting is more crowded, competitive and commoditised than ever before. Developing a point of differentiation and demonstrating Protiviti’s unique value proposition is one area where we continually focus and fine-tune our marketing messaging.”

Through her collaboration with global marketing teams and her commitment to staying ahead of technological trends, Trish truly embodies the spirit of Life At Protiviti.