Finance Marketing Strategies to Bank On with Tyrrell Schmidt, CMO at TD Bank

“Having an omnichannel experience that is seamless, connected, and personalized is the holy grail.”
— Tyrrell Schmidt

Tyrrell Schmidt, Chief Marketing Officer at TD Bank is a global leader who has held a variety of marketing and general management positions in the financial services and healthcare industries. She has more than thirty years of experience in marketing and brand building. Before joining TD Bank, Tyrrell held multiple senior leadership roles at global companies like Cigna, Standard Chartered Bank, and Discover Card.

On this episode of The Speed of Culture, Tyrrell joins Suzy Founder and CEO Matt Britton. Together, they discuss how TD Bank keeps its promise to be America's most convenient bank across generations, the brand's omnichannel experience for millennials, and the importance of leveraging customer insights.

• The Financial Service Space - Though it's a highly-regulated industry with many risks, the financial services industry is an advanced marketing environment with multiple customers and segments. Financial services and marketing constantly evolve and deliver exciting challenges and opportunities.

• Understanding the Consumer's Changing Needs - Understanding consumers’ personal banking needs is critical for every financial service brand. It's not just marketing's responsibility to deliver on that promise, but every team across the company.

• Evolving to Meet Millennial Needs - TD Bank is evolving to meet millennial needs by expanding its digital capabilities and creating a seamless, connected, and personalized omnichannel experience while maintaining its traditional, approachable stores for customers who prefer face-to-face interactions.

• Go-to-Market Strategy - TD Bank focuses on providing ease, value, and advice to customers through their go-to-market channels, such as performance-driven, bottom-funnel acquisition channels with a focus on full-funnel marketing, connected TV instead of linear TV, and social media platforms like TikTok.

• Differentiating Through Brand Story - The financial services space has evolved dramatically, and every company has to adapt to an ever-changing consumer base and competitive landscape. TD Bank has always relied on convenience and understanding customer needs to deliver a personalized and relevant experience to tell their brand story.

• Career Success as a CMO - When it comes to success in one’s career, Tyrrell recommends being open to trying new things, taking on new roles, and getting international experiences to expand your views around empathy and diversity. She also suggests finding  mentors who can provide honest feedback.

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