Executive Spotlight: Interview with Anthony Conversa, CGO of TruGreen
Anthony Conversa joined TruGreen from Brinks Home Security where he served as chief marketing officer and most recently, as president of the direct-to-consumer division. At Brinks Home Security, Conversa was responsible for managing offline and online media channels and developing digital assets designed to attract and retain customers. As TruGreen's first chief growth officer, Conversa will lead customer service, research and development, corporate communications and marketing for TruGreen
Anthony has more than 13 years of marketing experience, including the past four years at Brinks Home Security and LiveWatch, where he served as chief marketing officer and most recently as president of their direct-to-consumer division. He brings relevant experience in leadership, strategy, marketing, sales and operations of consumer-facing brands; and he considers himself an operator and a very quantitative marketer.
Anthony has relied heavily on consumer insights to determine the right marketing programs and has also gained significant knowledge around optimization of media spend (online and offline) to generate sustainable growth. At Brinks/LiveWatch, he was directly responsible for acquisition and retention programs.
Anthony received his MBA from Northwestern University Kellogg School of Business, and a bachelor of arts degree in public relations with a minor in marketing from Western Illinois University.
Describe your role at TruGreen in one sentence.
Growing and taking care of our customers.
Give an example of how you live a TruGreen value.
My favorite TruGreen value is service and I think it stems from a couple of different things. First, it’s what we do for the people that we provide services to but it’s also taking care of each other as teammates.
What historical figure would you like to have coffee with?
Winston Churchill. He’s got a lot of interesting quotes and had a very interesting way to think about changing the world.
What is your favorite part of working at TruGreen?
My favorite part of working at TruGreen is the people, by far. I’ve never seen an organization of people that were so knowledgeable and passionate about the job that they do.
If your life were a song, what would it be?
If my life were a song, I think it would be “The Wheels on the Bus”. When I think about what I do, I’m kind of an operator by nature, so just making things happen in sequence, in order, is something that means a lot to me.
What's the most exciting thing happening at TruGreen?
One of the really exciting things that are happening at TruGreen right now that I’m really passionate about is: working with a lot of external partners to understand our internal and external customers better. I think any great organization gets knowledge and data and gets deeply rooted in understanding the root cause before they try to fix it. So I’m really excited about a lot of the digital partners working with our internal teams to try to create better insight to make better decisions for our customers.
Who is your least favorite superhero and why?
My least favorite superhero is Green Lantern and it’s for two reasons: one because of the horrible movie that was made but the other part is, in Lego movie they always make fun of Green Lantern as the one superhero that’s not that great. I watch that movie all the time with my daughters.
What advice would you like to give to our TruGreen Associates?
What do we think about when we think about motivation? So there’s a quote I like, which is ironic because I’m a Bears fan and it’s from Vince Lombardi, “Individual commitment to a group effort - that is what makes a team work, a company work, a society work, a civilization work.” This idea of individual commitment to a group effort, I think, is really important so I would ask everyone on our TruGreen team to find out what makes you special and unique but also how you can help transform this organization.