GBA Member Profile

Margaret Whieldon
Senior Vice President/Director of Marketing
BrandBank, Lawrenceville
Chair, GBA Marketing Committee

Q:  With more than 20 years of experience under your belt, will you share a little insight with us about how you chose bank marketing as a career?

To be honest, I wanted to be a teacher growing up, but the results from my high school PSAT career interest survey indicated my strengths were in management and marketing. Luckily this also had appeal to me so I learned more about what is involved in being a marketing professional. I discovered that my strengths were a good fit so I decided to follow that path and earned a degree in marketing.  I can’t say the banking industry was my first choice, but once I entered the field it was fascinating to me, and it continues to be challenging and exciting all these years later.

Q: What's your favorite part of any given day working for the bank?

The banking industry in general – and BrandBank specifically – is evolving quickly, as are the needs of banking customers. Staying in front of this requires creative and out-of-the-box marketing solutions. Developing these solutions and brainstorming with my team to identify creative ways to problem-solve are the favorite and most invigorating parts of my job. 

Q: What is the biggest challenge for you as a bank marketing officer right now?

As I mentioned above, the needs of banking customers change quickly. People want high-touch human interaction, as well as alternative electronic channels such as online and mobile banking. There also is a demand for more self-service technology. And who knows what is coming down the pike! Understanding and responding to how customers want to be best served by their bank is my biggest challenge. This means being innovative and staying ahead of the technology curve while bringing customers along and keeping them happy.

Q: How have you benefited from your participation on GBA Committees and at GBA events like the upcoming Marketing Peer Group Meeting?

The beauty of the Marketing Peer Group is that it provides individuals who may or may not have marketing as their primary responsibility a platform to network and engage with their peers and share ideas. This diversity of backgrounds and experiences provide potent perspectives and foundations from which all of us can grow and create value for our various employers. Learning about best practices, vendors, new ideas and out-of-the-box solutions have given me great confidence in fulfilling my day-to-day marketing responsibilities.

Q: What is one thing your BrandBank co-workers and GBA friends and peers might not know about you?

My co-workers are accustomed to seeing me running around the office everyday but they would probably be surprised that I also run outside of work, participating in half marathons whenever I can.