Mark Gibson, a 30-year veteran of the financial services industry with consultant roles at corporations including Citibank, Chase, and HSBC, has joined Alcott Marketing Science as a senior consultant working to expand the agency’s financial services marketing division.
Gibson’s role in the agency is to help financial institutions harness their customer data to create targeted, actionable programs that generate measurable results.
Customer propensity and market analytics will be applied to improve the productivity of both new household acquisition as well as efforts to strengthen existing customer relationships.
The Alcott team will work with banking clients to measure marketing initiatives before they are launched, as well as during their course and after their culmination in order to provide the best possible ROI.
“I have been a big fan of Jim and his team for more than a decade. They combine smart analytics with flawless execution,” Gibson said. "I’m especially excited about some of the new tools they are bringing to market to help marketers measure the results of their actions.”
Gibson has worked on both the client and agency side of financial services marketing, and has led marketing at the CMO level for banks ranging in size from $5 billion to $50 billion, where he has been a champion of segment and product management, brand positioning, digital marketing and experience management.
He joins Alcott Marketing Science as the agency deepens its relationships within the financial institutions segment as well as applies its 25-plus years’ experience in marketing analytics to other industries including healthcare and higher education.
“I’ve known Mark for a number of years, and what I admire most is that he is both a thought leader and an experienced practitioner,” said agency owner Jim Alcott. “He’s been a successful consultant in the financial services arena, but he’s also ‘walked the walk’ as a CMO and leader. Together we’ll bring our clients real-world solutions to improve their marketing and grow their banks.”
To get in touch with Mark, email him at firstname.lastname@example.org.
Read more of his advice and work on our blog:
- Bank Marketers: Grab your seat at the table
- Community Banks' competitive advantage slips away
- Are CMOs overconfident about digital marketing?
Alcott Marketing Science is an analytics-based marketing agency with more than 25 years’ experience understanding customer behavior and using data to unearth business opportunities.