Interview: Customer-first: MCX's deep immersion, strategy, and execution
In February 2016, with a background in marketing strategy and strategic communications, Sandra DeSanto Bates joined the Marine Corps Business and Support Services Division as chief marketing officer of the Marine Corps Exchange. Coming from a military family herself, this experienced private-sector CMO — who has authored several books, including "The Social Innovation Imperative" — has initiated a series of customer-oriented marketing and technology-leveraging projects for MCX designed to meet the modern Marines where and how they want to shop. These initiatives are also part of a strategic plan that uses contemporary digital best practices to bring the disparate and installation-centric elements of MCX, MCCS and the Marines they serve closer together in one connected enterprise and community.
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