Wells Fargo brand management chief quits May 1

Diving brief:

  • Barri Rafferty, head of communications and brand management at Wells Fargo, will leave the bank on May 1 after nearly two years on the job, according to Reuters and The Wall Street Journal.
  • Rafferty joined Wells Fargo in July 2020, according to his LinkedIn profile. She was part of a group of CEO Charlie leaders Scarf hired to deal with the fallout from the 2016 fake accounts scandal and clean up the bank’s lackluster reputation.
  • Wells Fargo has yet to announce a replacement for the role of Rafferty.

Overview of the dive:

Before joining the bank, Rafferty served as CEO of public relations giant Ketchum.

In Wells, Rafferty led a team of over 500 employees. She revamped her group to be structured more like a PR firm, Te Wall Street Journal reported.

barri brought an innovative approach to our communications,” Wells Fargo vice president of public affairs Bill Daley wrote in a note. seen by Reuters. “We’ve seen our reputation metrics improve, which has helped improve favorabilityconfidence and… media sentiment.”

Daley added that the bank has “an outstanding group of senior leaders within communications and brand management who will continue to lead the transition.”

The bank has taken a somewhat decentralized approach to marketing. Wells Fargo said last year it would do away with the chief marketing role and assign a marketing manager to each of its divisions rather than employing a team to oversee marketing across the company.

Cathy W. Howerton