About this paper
This is an executive leadership paper produced by Argyle Executive Forum featuring an interview with Arthur Smith, Executive Vice President and Chief Marketing Officer for Union Bank. Smith discusses his role as CMO for Union Bank and how he is leading the organization’s efforts to establish a scalable, formal marketing discipline in order to become a Top 10 Bank by 2015. Topics covered in this article include how the bank intends to differentiate its brand, how social media is changing the way it markets to and communicates with customers, and how technology is enabling the bank to improve the customer experience and empower consumers like never before.
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