The Executive Angle features commentary from industry leaders as they discuss what’s working and what’s not in their efforts to improve their organizations’ performance and prepare for the future. In this piece, we focus on Marketing and how it can best contribute to a “digital first” transformation. We pick up a dialogue between David Clifton, CMO Emeritus at Huntington and Neil Hall, former Head of the Retail Bank at PNC at Novantas’s recent CMO Executive Series Forum.
David Clifton | by Munoz Photography How would you describe the role Marketing plays at your organization today? What will the role of Marketing need to be in the near future? Clifton: It begins at the top for Huntington. Our CEO is a huge proponent and believer of our brand and Marketing, and that is important as it ensures the entire organization remains focused to rally around, and realize, our Welcoming brand promise. And Marketing is central to our organization — at the intersection of brand, segment, customer experience, distribution, digital, data & analytics and communications. ...