Career Profile: From Bank Marketing to Chief Diversity Officer


By Craig Colgan

Today we start a sequence on profession points throughout the financial institution advertising discipline because it evolves and confronts new challenges but in addition new alternatives.

ABA’s provides a variety of occasions and coaching for all profession ranges, together with: The CFMP offers financial institution advertising professionals a aggressive edge whereas Bank Marketing School provides the muse needed to maneuver past the fundamentals. Learn more.

Nicole Almeida, CFMP, a former financial institution marketer, is SVP and chief range officer at BayCoast Financial institution, headquartered in Swansea, Massachusetts. Her story illustrates how financial institution entrepreneurs are transitioning to high management roles in banks, utilizing their expertise and profession coaching to tell their vital new positions. Can financial institution entrepreneurs reach broader management roles?

“Completely!” Almeida says. “Financial institution entrepreneurs have entry to and work together with each division inside the group. This offers them insights and experiences distinctive to the place. They’re accountable for the tone, tradition and repute of the group, each internally and externally usually.”

Almeida answered our questions just lately about her profession arc and described her new place.

Q. How did your profession start?
A. My working profession started in retail. It provided the part-time, versatile hours I wanted initially (being a single mother at 18), with a possibility to be taught and develop on the similar time.

I finally moved up into regional administration, after which banking got here calling. On the time, Residents Financial institution was trying to open its in-store line of branches inside Cease & Outlets they usually had been on the lookout for people with a robust gross sales and customer support background.

The banking stuff they might train, however the gross sales abilities, with an in-store location, that’s the place they wanted expertise. That they had us promoting checking accounts within the lettuce aisle. In case you weren’t afraid of that or assembly your objectives, effectively, you had been in!

I spent a couple of years there earlier than being recruited to a smaller group financial institution out there. I had a implausible CEO, who grew to become a mentor, who I owe a lot of my banking success to. I leaped head-first into each alternative to develop in management roles, finally transferring to a regional supervisor place inside banking as effectively. The financial institution was offered to a bigger regional financial institution and whereas I stayed on for a bit by way of the transition, I made a decision to take a possibility to pursue a ardour for group service. I took a place in an area nonprofit as its useful resource and growth director. I did grant writing and volunteer recruitment for an at-risk youth mentoring program for a couple of years earlier than heading again into banking.

The board chair of that nonprofit occurred to be the CEO of my present financial institution. It had simply merged with one other establishment, and at solely 14 branches, was absolutely not completed rising. They had been trying to start a regional manager-type place, as I had completed at my earlier financial institution. Fortuitously for me, I interviewed and was employed by the chief banking officer, yet one more implausible mentor and now, colleague and pal. This yr makes 10 years that I’ve been with BayCoast Financial institution.

Q. What impressed you to research financial institution advertising?
A. Financial institution advertising discovered me, really! As a member of the group banking group, I grew to become generally known as considerably of a cheerleader. As a regional supervisor, and finally as VP of group banking, it was my job to encourage, lead and help the division in offering the absolute best buyer expertise we might.

Working collectively all through enterprise traces and associates, I developed a real ardour for our model, our mission. I joined the occasion planning committee, rolled out an organization-wide referral program and took part in lots of advert hoc tasks and group growth areas on the group stage. I spent 5 years in group banking, earlier than I used to be given the chance to move up advertising. I used to be thrilled, shocked and completely afraid of the chance.

I didn’t have a level, not to mention any formal advertising coaching, banking or in any other case. As soon as within the position, I instantly signed up for the ABA’s online bank marketing courses, in addition to Bank Marketing School, which I attended six months into my new position. This is among the finest choices I made! I used to be a banker, by way of and thru, coming from the retail aspect, the asset/legal responsibility, numbers, gross sales purpose, relationship constructing aspect. All these years later, I think about myself a financial institution marketer!

Join with friends and main consultants at ABA’s Financial institution Advertising Convention in Austin, Texas, September 26-28. The occasion will embrace on-demand in addition to stay periods through our digital platform. Learn more.

Incomes the CFMP designation, for me, was like incomes “road cred.” Coming from the banking aspect and never having the everyday exterior advertising coaching or related expertise, I didn’t really feel assured sufficient to name myself a financial institution marketer, till I handed the check and earned my CFMP.

Attending Financial institution Advertising College first, then taking a couple of months to use information and abilities gained and put together was the correct path for me and I might suggest the identical for anybody who may really need my opinion. I’m a CFMP, in any case!

Q. Please describe your transfer from financial institution advertising to your present place. What impressed that?

A. I suppose I’ve all the time put individuals first, or actually had the power to “see” a much bigger image when it got here to individuals. Managing, main, advocating. It’s all I do know. Each profession evaluation, proper right down to the one I simply took final week, says I ought to be a trainer, psychologist, social employee, therapist. When the pandemic hit, positive, conventional advertising efforts ensued: emails, social posts, unsolicited mail. Notifying prospects and successfully speaking with workers was vital.

However doing so with empathy and understanding was much more essential. As financial institution entrepreneurs we had been all in our factor, circumstances had been unlucky, sure, however our ardour for the model, one another and the group actually shone by way of.

George Floyd’s homicide and the occasions following sparked unprecedented motion within the trade. As group banks, we’ve got all the time prided ourselves on being there for all members of the communities we serve, however the occasions in 2020 made us take pause. As our group started to speak about our present social accountability efforts, our potential impression and our plans for the long run, I wished to be part of it. I expressed my curiosity in being concerned, and thru the creation of a DEI committee got here the chance to slip into a brand new chief range officer position. Professionally and personally, this can most definitely be the position in banking I’m most pleased with.

Q. How do banks finest recruit and hold high quality professionals?
A. The banking trade has grown exponentially. There are such a lot of cool positions obtainable. We have to get the phrase out that banking is fairly attractive when you concentrate on it—advertising, IT, cybersecurity, information analytics. Only a few individuals consider these if you say banking or monetary providers.

There should be a method to change that. Offering apprenticeship applications as a begin perhaps? We’re piloting one now with a cohort of 10 current highschool graduates. They work part-time with us and we’ll put them by way of a fast-track, three-year bachelor’s diploma program in enterprise. We’ll begin them on the teller line and introduce them to each different space of the financial institution all through their time with us, hoping to spark an curiosity in a discipline inside the trade.

This system over time ought to start to construct a pipeline for us and supply one other avenue for college students trying to get right into a enterprise discipline proper out of highschool. The scholar-employees profit individually by way of better incomes potential and publicity to new and completely different profession prospects and the group positive aspects educated, lively and productive members of society who we hope will comply with our lead and proceed to offer again.

The preserving half—that’s a bit more durable. Clear profession paths and objectives, fixed communication and constant accountability are all areas I feel we might do higher as an trade. Creating an inclusive, belonging atmosphere is vital to retaining workers, and extra importantly, engaged workers. The pandemic, as unlucky because it has been, could have opened our eyes a bit wider to those wants over the past yr and a half. Main with empathy, encouraging range of thought and offering truthful and equitable remedy for all: sounds easy, doesn’t it?



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