As former Chief Digital Creative Director, Del Smith built infrastructure, staffing and operating models for first-ever in-house agency. Set creative strategy to deliver creative assets that delivered $5B+ in deposits in one year. She architected and launched a digital deposit platform that delivered $7B+ volume against plan and that helped to drive $20B in deposits into GE Capital Bank. At Discover, Del developed an in-house agency and staffed key leadership roles to support brand and creative strategy that produced award-winning marketing communications that exceeded $2B+ in volume at launch. She was awarded Discover’s prestigious President’s Plate for outstanding vision/leadership that resulted in explosive growth.
As Chief Brand Director, Smith was honored with the Industry awards/ recognition from NerdWallet, GoBankingRates, MONEY Magazine and the prestigious Webby Award for her brand strategy for a $21B bank while protecting the master brand as the oldest brand icon on the New York Stock Exchange. Engaged Fortune 500 agencies to build the persona, positioning and value proposition. She also developed a two-bank brand strategy for two online banks to be in market simultaneously without risk to the master brand. The strategy drove $3B volume for GE Capital Bank at launch.
In her role as Chief Communications Director, Smith executed strategies that successfully unified commercial/retail deposit groups to a single vision of delivering a low cost of funds solution. Directed content that increased visibility for the Bank’s community and philanthropic activities. She developed a clear PR strategy for generating articles, blogs and executive speaking engagements across digital and traditional channels/social media.
Vice President, Retail Banking | 2016 to present | Goldman Sachs Bank USA. Chief Brand and Creative Executive, with an annual $11B+ budget, is responsible for custodial care of a new consumer brand within the firm of an online deposit platform.