Why Ally Financial combined tech, PR and marketing under one leader—and how it enables new speed to market

Ally Financial underwent a major reorganization in the last year to support its strategic pivot toward positioning the consumer bank as an everyday banking brand, while also speeding up decision-making and reducing unnecessary processes. Chief Marketing and PR Officer Andrea Brimmer breaks down the overhaul, which was designed to embed AI use across the organization. The Detroit-based company aims to use the tool not just for efficiency, but as a fundamental consideration in how consumers discover and interact with the brand. The resulting structure brings together teams spanning brand, data and analytics, go-to-market and media, design and digital ecosystems and communications and CMO operations, giving marketing oversight of the customer journey and making Brimmer solely responsible for any issues. She discusses the dynamics of the new structure and what it means for Ally customers, and also talks about the evolving nature of the CMO role and where it is expected to go in the future. Dig deeper How CMOs should navigate AI opportunities and risks How CMOs can become CEOs—advice for those seeking the top C-suite job Ally Financial looks to add an agency to its roster