100 Most Influential Women in Advertising

What Anne Finucane Brings to the Table at Bank of America

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Anne Finucane

Global Strategy and Marketing Officer, Bank of America

Anne Finucane not only controls Bank of America's massive $413 million measured-media budget, she's also responsible for the largest community development and investment goal ever established by a U.S. financial institution -- $1.5 trillion over 10 years. Ms. Finucane, who has also spent time at Boston's Hill Holliday, made her mark during the financial crisis and recession by deftly managing BofA's messaging and integrating marketing for the acquired Merrill Lynch and Countrywide brands.

In a world where some CMOs still complain about lack of C-Suite respect, she is considered a key trusted adviser of the CEO. Here, Brian Moynihan, CEO of Bank of America, weighs in on what Ms. Finucane brings to the table:

Anne has an unmatched sense of brand positioning that ties business objectives to underlying economic and market conditions -- a task she approaches with data-driven rigor and a commitment to listening to the customer.

Anne, her partners on the management team and her teammates across the company understand that all of us in financial services have work to do to strengthen the bonds of trust that have frayed during this difficult economic era. To meet these needs, we depend on leaders who can operate at the nexus of business, brand and reputation. As chief of global strategy and marketing, Anne drives this approach. That means listening to what customers and clients need, adapting to their changing circumstances, and reflecting their concerns as we help ensure their prosperity and the well-being of our communities.

Meeting our business goals goes beyond providing superior products and services, which of course we must do. It is vital that our customers trust us and know that our own success is linked with the success of their families, businesses and communities.

Anne's insights and judgment have been instrumental as we have refocused on our core customer groups, reduced complexity and risk, and greatly streamlined the company. These actions are helping to restore our brand and deliver the results our customers and shareholders expect.

See more: Most Influential Women in Advertising: The Power Players
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