4: Unleashing growth with the ‘yes, and’ strategy with Jenn Garbach, CMO at PNC Bank

Jenn Garbach is the chief marketing officer at PNC Bank, where she leads a team of approximately 200 marketing professionals. Her team focuses on brand and line-of-business marketing, paid and social media, direct marketing, and digital marketing strategies. She also helps oversee the bank's relationship with Arnold Worldwide, PNC’s integrated marketing and advertising agency of record. With over 20 years of experience in financial and professional services, Jenn has worked across marketing, product management, strategy, technology, and customer experience. She began her career at Deloitte Consulting, and before joining PNC in June 2023, she held leadership roles at PayPal, Capital One, and Thomson Reuters.   On today’s show, Alan and Jenn discuss her career journey, her initial goals upon joining PNC and the complexities of launching a new brand for a 160-year-old organization. They explore how marketing, often seen as “just pretty pictures,” is actually a key growth driver, a concept they refer to as “The Big M.” Jenn also breaks down the fundamental premise and strength of the “Yes, And” model and how it fuels innovation and collaboration. Looking ahead, they discuss AI preparedness and its impact on marketing.     Key quotes:  “You can’t just go out with a really funny, creative ad campaign and hope that it’s going to do the job. You have to live your brand every single day—and the products, services, experiences we are bringing to market.” - Jenn Garbach, CMO at PNC Bank  “You hear me use that word ‘engine.’ That’s really the aspiration. Moving from a place where we may be operated as a delivery function to a place where marketing is seen as an investment of growth—marketing as an engine to drive business outcomes.” Jenn Garbach, CMO at PNC Bank  “It’s not just about getting to the summit; it's the process we go about and the collective victory.” Jenn Garbach, CMO at PNC Bank    In this episode, you'll learn:  Strategies to gain a competitive edge   Tips to enhance your marketing efforts using data-driven techniques  How to transform your team into powerful change agents    Key highlights:  [01:28] Jenn’s first job as a cart pusher  [02:48] Jenn’s career path  [06:19] Initial goal when joining PNC  [07:00] What is involved in launching a new brand  [08:45] “Brilliantly Boring” tagline  [12:51] Where does marketing go at PNC now?  [15:07] How people become a great change agent  [21:10] An experience from your past that defines you: studying abroad.  [23:50] Advice to your younger self   [25:05] A topic that you and other marketers need to learn more about: AI preparedness  [28:10] Trends or subcultures others should follow: Super Bowl   [30:22] Largest opportunity or threat to marketers today: pace of change     Resources mentioned:    Jenn Garbach   PNC Financial   Brilliantly Boring at PNC   Boring is Essential (Launch Video)     Follow the podcast:    Listen on Apple Podcasts    Listen on Amazon Music   Listen on Audible   Listen on iHeart Radio  Listen on Spotify      Connect with Jenn Garbach and PNC Bank:     Jenn Garbach on LinkedIn    PNC Bank on X    PNC Bank on Instagram      Connect with Alan Hart and Deloitte Digital:     Alan on X   Alan on LinkedIn   Deloitte Digital on LinkedIn   Deloitte Digital on Instagram   Deloitte Digital on YouTube   Deloitte Digital on Threads       Post-production credits:   Integrity Media Solutions LLC