Tag Archive for: Wells Fargo

Voice of Experience: Stephanie Smith, Executive Vice President and Marketing COO, Wells Fargo

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Stephanie SmithBy Cathie Ericson

Success in your career can be determined by your network, which is why women can’t overlook the importance of building and maintaining relationships — not just in your company or department, but across a broad swath of the industry.

“Like many women, at the start of my career, I was very heads down on my work as I sought to perform at a high level,” says Wells Fargo’s Stephanie Smith. “While I created relationships in my company, I learned over the course of my career how critical it is to have those relationships across an industry, whether you’re trying to build a team or benchmark best practices.”

Capturing the Opportunities Available in Marketing

Currently Smith is COO for Wells Fargo Marketing, and her goal is to create a world-class marketing organization within Wells Fargo. The domain is vast, as marketing is a centralized enterprise function that supports every business in the company, as well as digital marketing and other functions.

Before moving into this role, Smith had spent a decade in leadership roles in digital channels at Wells Fargo and Bank of America, where she oversaw the online banking and electronic payments functions as well as digital marketing and sales.
Before joining the corporate world, Smith had been a political appointee in the Clinton administration, where she was the General Deputy Assistant Secretary for Housing; prior to that she had worked with national and regional non-profits that focused on affordable housing and community development.

While her career has encompassed very different assignments, Smith says that the connective tissue among all her positions has been her passion for thinking about how capitalism can help working- and middle-class Americans achieve their goals.
While it’s hard to choose just one professional achievement across a career that spans so many domains, Smith says that she is most proud of the role she has had in building high-performing teams no matter where she was.

Today she sees a number of opportunities and challenges, as the function of marketing is changing rapidly due to the impact of technology, as is every part of the business world.

Smith finds herself most excited about the work Wells Fargo is doing to apply robotic process automation, artificial intelligence, agile methodology and process reengineering to make marketing functions more efficient and effective. These new capabilities that are coming to market fit well with her background, which has been focused on the intersection of determining how you best serve customers and their financial needs using technology, along with the impact of digital technology on every aspect of marketing, including creating customized experiences.

In the operational centers of marketing, she sees that digital technology and automation are streamlining work that used to be highly manual. “Even five years ago we had a smaller set of capabilities to work with; the acceleration brought on by the expansion of marketing technology has been so constant,” Smith notes.

Seeing Diversity Across the Organization

Over the years, Smith has seen that women are given fewer opportunities for stretch assignments — partially because they aren’t offered to them as much, but also because women don’t tend to ask for them as often as men. She attributes this to women’s propensity to feel like they have to be 100 percent ready for a role before taking it, whereas men feel like they need to about 50 percent ready.

“I often share the message with young women that they don’t have to know everything on day one,” Smith says. She adds that mastering a steep learning curve will contribute to your competency and your career, supplemented by asking for support when you need it.

She relays one of her favorite pieces of advice, shared by her boss in her first job out of graduate school where she was developing affordable housing: “You don’t have to have all the answers; you just have to know the questions to ask,” which she has found helpful in a variety of new roles and challenges.

In addition she urges women not to assume that their work will speak for itself and get duly recognized since the reality is that you have to do the great work, but promote it as well. She appreciates when women in senior roles promote the work of other women, a strategy that is even more important in support of women of color.

Smith has been “out” at work as a lesbian since she left college, but acknowledges that it’s been a distinct advantage to live and work for most of her career in the accepting Bay Area. “For many others in the corporate environment, they may not have the benefit of geographic location as I do.”

Being out allows her to bring her whole self to work and not worry about expending energy on hiding her sexual orientation or her family, which makes her a better leader and team member. She also enjoys being an advocate for others as she knows how important it is to see people who are like you in the senior ranks.

As the former executive advisor to the LGBTQ employee group at Wells Fargo for a number of years, she has been proud to help lead productive discussions surrounding how the company can best support team members.

As an example, Wells Fargo’s decision to sign on to the amicus brief in support of the 2015 Supreme Court case on freedom to marry (Obergefell v. Hodges) was important, as it underscored that Wells Fargo is a company that supports the rights of its LGBTQ team members and customers. She finds this open support, combined with equal benefits for team members in same-sex relationships, to be an asset in attracting and retaining employees, and goes to the heart of Wells Fargo’s values of diversity and inclusion.

A Values-Driven Personal Life

With 17- and 15 year-old daughters, Smith and her wife structure their non-work time around their kids in a values-based way. The first is voluntarism, and they work together as a family at several homeless programs on a monthly basis; the second is education and they volunteer at the girls’ schools, which allows them to support education while also being around their daughters. And finally, they value cultural experiences so they frequently travel internationally as a family. “We structure our time around these three dimensions, which both lets us reinforce what we value as a family and gives us meaningful time with our children.”

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Voice of Experience: Deirdre Flood, Head of International Distribution, Wells Fargo Asset Management

Deidre Flood By Cathie Ericson

“You own your own path; you are your own CEO. Thus you need to manage your career to get where you want to go,” says Deirdre Flood of Wells Fargo Asset Management.

“For me opportunity knocked based on my work ethic and how I showed up to answer the door.”

Seizing opportunities as they arise has been the cornerstone of Flood’s successful career that spanned Europe and the United States, and back again.

Moving Where Opportunity Leads

At the ripe old age of 10, Flood remembers telling her elders that not only was she going to work for her money, but her money was going to work for her. Although she had varied interests throughout her teens, those words proved prescient, as she spent the first two decades of her career in financial management helping her clients money work for them.

After studying math, economics and French at University College Dublin, Flood was selected for a prestigious 18-month training program with Bank of Ireland Asset Management, the premier asset management firm. She was particularly fascinated by its global reach, with over half of its clients located outside Ireland. The internship entailed spending nine months at the headquarters in Dublin and then the other half in an international office. Flood requested a New York placement, but rather than the bright lights and big city of New York, she found herself in Greenwich, CT. Nevertheless, it was a smart career move as she found herself focused on the client-facing activities that would define her career.

In order to help gain additional credibility as a youthful female with sophisticated clients and colleagues, she earned her CFA designation. And then by building a reputation for initiative, proactive thinking and quality work, she found that opportunities presented themselves at a young age – and she said “yes” to them.

The day she planned to put in an offer on her first apartment in New York City, she was offered a position in California that she couldn’t turn down — working with a blue-chip list of clients as client service director. So instead of packing and moving to a new home in the city, she was packing her bags for California. This, to her, was an excellent lesson in seizing an opportunity, even when the timing isn’t ideal.

The role was not easy as the firm had some challenges with under-performing products and personnel turnover, and through that she learned another important lesson: You build your best client relationships during the tough times. The way one addresses client concerns – effectively and transparently – has a direct impact on successfully building a career.

Two years later the firm still hadn’t turned around, and she realized her goals and vision for her career was a mis-match with the opportunity the firm could present. Because she had built a solid network of peers in the marketplace, she put the word out that she was open to new opportunities and almost immediately had recruiters and companies calling. Narrowing it down to two appealing options, she ultimately moved to the asset management division of Wachovia, which presented itself as a start-up looking to establish a west coast presence. Flood was able to put a stake in the ground for them as the first person in an outpost office, joined shortly by key associates from her former firm as she built the west coast team.

Flood joined as consulting relations director, a role that had become a niche in its own right, and it was when she was in the process of moving to London to help expand internationally that Wachovia was acquired by Wells Fargo. Flood was interviewed by the acquiring management team and while they were not ready at the time for international expansion, they asked her to step into a leadership role, creating a merged global consultant relations team. She embraced the opportunity, relishing the challenge of integrating two firms.

And that Flood counts as the achievement she is most proud of so far: She was trusted as an unknown entity to play such a significant role at Wells Fargo, the acquiring firm.

In 2011, the world had settled down and international expansion again seemed like the right thing to do so she moved to London to expand the consulting relations team internationally. The role has expanded, and today Flood is Head of International Distribution for the firm.

For Flood one of the most intriguing recent developments in the industry is the growing appetite for Environmental, Social and Governance (ESG) investing. “Having investors take into account a company’s positive contribution to society brings an entirely new, satisfying dimension to my work,” she says.

Never Letting Gender Stand in The Way

While Flood has never considered gender as an obstacle, she notes that there is a growing appreciation for the role of diversity. Her one concession, she laughs, is that in her early client-facing days she learned how to play golf to allow her to more easily socialize with male colleagues.

She urges women to have confidence, particularly confronting the fear of speaking up or asking questions in a public setting because they are concerned it will make them look uninformed. “It’s about confidence, and honestly, I can guarantee there will be others in the room who will appreciate that you asked and will think favorably about you for doing so,” she says, adding that on a practical note, you will learn much faster than you otherwise would.

Outside the workplace, Flood indulges in a number of activities to bring balance to her busy work life. Her favorite involves marrying a childhood passion with giving back.

Having grown up on a working farm in Ireland, she developed a love for the beauty and spirit of horses and recently became involved with a program called Riding for the Disabled, where she can use her horse-handling experience to help educate, heal and bring joy to disabled adults and children.

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