As the new top marketer at JP Morgan Chase, Carla Hassan has spent the last four months learning the business and outlining her priorities for the future. She’s paying attention to new marketing trends, like the metaverse, and growing strategies, like personalization, even as she expands on the financial giant’s commitment to diversity, equity and inclusion.

“Marketing—our sole reason for being is to drive growth of the business,” said Hassan on the most recent episode of the Marketer’s Brief podcast. “For me, a big priority is continuing to build a modern marketing organization that focuses as much on the digital, technological capabilities as it does on the human storytelling.” 

She had been chief marketing officer at Citi before she took the Chase CMO role in October.

Register for Ad Age Next: Health & Wellness at AdAge.com/NextWellness.

For Hassan, that storytelling includes making sure that diverse groups are represented in front of and behind the camera. At Citi, DE&I was a big focus of her work and she’s prioritizing such initiatives in her new gig as well. Hassan said one of the reasons she chose to work for Chase was the company’s 2020 commitment of $30 billion over the next five years to helping close the racial wealth gap and driving economic inclusion for Black, Hispanic and Latino communities. Hassan expects marketing to play a “critical role” in this mission.

She’s also focusing on deepening relationships with current customers by creating more relevant and personalized experiences through them.

“We’re in a highly regulated industry—we’ve got to think how to get creative,” Hassan said.

Get your ticket for the April 5 Ad Age Next: Retail event at AdAge.com/NextRetail.

Also on the podcast, Hassan talks about how she is thinking about the metaverse and NFTs, two trends many marketers are watching. JP Morgan Chase recently opened a lounge in virtual world Decentraland.

“It’s got to be relevant to us and it’s got to be something where our customer is and it’s got to be something that is measurable so we can be accountable for the dollars we’re spending,” she said.

RSVP for Ad Age In-Depth: Unlocking the metaverse at AdAge.com/InDepthMetaverse.