CAPITAL ONE BANK
MARKETING AND ADVERTISING

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As ECD for Capital One's Consumer Bank, I was responsible for all creative/marketing for the Bank as well as Capital One Cafes. This included email campaigns, customer comms, OLA, social, site updates/landing pages, Capital One app and in-app advertising, SEO, Branch and in-Cafe signage and marketing. I was a stakeholder for Mass Ad campaigns and worked closely with the Mass Ad team to ensure big ideas from the Agency of Record could be pulled through to all channels. 

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When I joined, I found the creative was extremely disparate so I started with a creative audit. The spokesperson "Jeremy" had already been around for years and wasn't going anywhere as he was (and still is) beloved by Capital One's CEO. While a spokesperson isn't exactly ideal for most direct advertising, he was the only asset the bank had that set us apart from competitors. At this point the Bank had very low awareness and I felt the fractured creative was a large part of the problem. 

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I put a stake in the ground and went all in on Jeremy and developed very tight guidelines. Our creative began to look the same, but in a way that was helping to build a solid brand. In little over a year, brand awareness increased over 30%.

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By leveraging data and analytics, and a smart use of platforms such as Jivox, SFMC and Persado, my team exceeded deposit goals year over year. In the Spring of 2020, our digital and email campaign for 360° Savings amassed over $3B in new deposits in less 10 weeks.

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