Women in Business 2013 keynote speaker: Jamie Moldafsky, Wells Fargo

Looking back on a professional career that has included marketing and general management roles in fields including financial services, startups and manufacturing, Jamie Moldafsky noted a common thread extending to her to her role today in guiding the overall brand focus of the 265,000-employee Wells Fargo Bank.

Each of those roles, she said, has involved a focus on customer experiences and an opportunity to learn within different industries and corporate cultures. As Wells Fargo's chief marketing officer, those experiences have helped to cultivate a shared approach across an institution with a myriad of products and services.

[caption id="attachment_73808" align="alignleft" width="200"] Jamie Moldafsky[/caption]

"It feels different if you're a commercial customer or a consumer, but there is a common theme," said Ms. Moldafsky of Wells Fargo's approach.   

Today, Ms. Moldofsky is charged with maintaining and guiding the identity of one of the world's most recognizable brands. She has served in her current role for two years, with a total of seven years at Wells Fargo that included her former position as executive vice president of home equity acquisition and customer management.

Her responsibilities include the bank's advertising and marketing across a variety of mediums, market research, social media management and leadership of 11 different history museums, as well as contributing to the general strategic planning for various products and services.

That role has become one of greater complexity in recent years, as customers are now more able to directly interact with companies in the realm of social media, she said.

"It used to be you controlled your message -- you issued a press release, you bought an ad. Now, you have to earn your right to be part of that conversation," she said.

Prior to Wells Fargo, Ms. Moldafsky served in roles that included guiding the strategic direction for profitability as general manager for Whirpool Corp.'s Kitchen Aid brand, senior vice president of retail marketing at Charles Schwab and senior marketing roles at American Express.

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