Ceridian CMO says internal communications are key to branding through an acquisition
CMO Kristina Cleary shares the branding strategy that drove Ceridian's acquisition of Dayforce in 2012.
Five years ago, Ceridian, a human resources management platform, acquired Dayforce, a cloud application focused on managing the entire employee process from hire to retire.
“Ceridian had always had its roots in payroll,” says Ceridian CMO Kristina Cleary. “It was actually founded in 1932, and has always managed payrolls for some of the world’s largest organizations.”
According to Cleary, Ceridian originally partnered with Dayforce to find a time and attendance-vendor to complement its payroll solutions. Before the acquisition, Cleary was the vice president of marketing for Dayforce.
“Ceridian, at the time, had been partnering with a bunch of other solutions that weren’t necessarily meeting the needs of its customers, so it was looking for a new solution.”
Cleary says Dayforce initially met with Ceridian during a trade show event. At first, the conversation centered on developing a partnership where Dayforce could fill in the gaps around the time and attendance management needs for Ceridian’s customers.
“What that turned into, about a year later, was a broader partnership where Dayforce had committed to actually building out a cloud payroll solutions for Ceridian — which became the end-to-end application that it is today,” says Cleary.
When Ceridian acquired Dayforce in 2012, Cleary was named the senior vice president of global marketing for Ceridian. In 2016, she was named CMO.
“Since the acquisition, I’ve assumed growing responsibilities, expanding my reach across our operations” says Cleary, “I have been able to take a look at all of our marketing operations, and identified the the areas of success, and obviously, areas where we can improve as well.”
With the acquisition now just over five years ago, Cleary has a large-scale view of what the branding process was like — bringing Dayforce into the Ceridian umbrella — and is sharing what she learned from the experience.