Group EVP, Chief Marketing and Communications Officer, RBS Citizens Financial
Theresa McLaughlin has substantial credibility as a marketer. Time magazine put one of the television spots for the company's Citizens Bank unit on a list of the Top 10 commercials of 2011, and her work for a nonprofit, Horizons for Homeless Children, received an Emmy.
At least as valuable to RBS Citizens is the holistic approach that McLaughlin brings to problem-solving. The Customer Experience Group she leads is a prime example. Created in 2011 to address common pain points for customers, it has gone well beyond basic troubleshooting.
Under McLaughlin, the group plays a role in product development, regularly shares its findings with business line executives, and operationalizes big data to capture and analyze customer experiences.
Reinforcing the company's "Good banking is good citizenship" mantra, McLaughlin has launched an internal recognition program called the "Good Banking Awards" and is working with human resources to incorporate the brand's values directly into the hiring process at the retail bank.