Holly Hughes

Holly currently serves as Chief Marketing Officer at BAI. Holly leads strategic marketing planning and execution for BAI. She joined BAI in 2014, bringing with her more than 20 years of marketing experience across diverse industries. Most recently, she served as Senior Vice President & Marketing Director for Fifth Third Bank.

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Article

Customer journey mapping: The long and winning road

Mar 22, 2019

By Holly Hughes
It’s no secret that happier customers are our most loyal, dependable customers. And in today’s disruptive environment, where customers can choose to bank with anyone instead of the neighborhood branch, it’s more important than ever to […]
Marketing & Sales
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Podcast

Podcast: The top decisions of 2019 with the BAI Leadership Team

Jan 8, 2019

By Lou Carlozo, Debbie Bianucci, Karl Dahlgren, Holly Hughes
As the financial services industry begins a new year, three topics are sure to dominate the agendas of many banks. How can institutions win the talent war? How can they use data and analytics to...
Consumer Banking / Marketing & Sales
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Article

How will you deepen customer relationships and build trust in 2019?

Jan 8, 2019

By Holly Hughes
Customers continue to value relationships with their banker at the branch. It’s where they experience the warmth of the human touch: a handshake, eye contact or the sharing of a personal story. Familiarity, of course, builds trust. But here’s a key...
Customer Experience / Marketing & Sales / Technology
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Article

Why high tech and human touch should go hand in glove

May 7, 2018

By Holly Hughes
Here’s to the artificial intelligence-driven bots that comb troves of consumer data, analyze the information and then reliably predict what a customer needs. But that’s only half the story. It takes the softer, intuitive human touch to convert those machine-crafted insights...
Consumer Banking / Marketing & Sales / Technology
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Article

Three brands, one voice: Building a consistent marketing message

Feb 22, 2018

By Holly Hughes
For many financial institutions, there’s the consumer brand designed to attract and retain customers. Then there’s the internal brand to engage employees, and the employer brand that HR crafts to attract talent. The problem is this: […]
Marketing & Sales
BAI Leadership Team

Podcast

Podcast: Artificial intelligence is the BAI trend of 2018

Jan 9, 2018

By Lou Carlozo, Debbie Bianucci, Karl Dahlgren, Holly Hughes
Whether it's through the use of chatbots and predictive analytics, or taking compliance and fraud fighting to the next level, artificial intelligence promises to change every aspect of banking like nothing else before it. Three members of BAI's leadership team--President...
Compliance, Regulation & Risk / Marketing & Sales / Technology
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Article

AI, as in active interaction: How artificial intelligence builds customer relationships

Jan 3, 2018

By Holly Hughes
Powered by artificial intelligence (AI), banking’s brave new world should provide a seamless customer experience not unlike the ones people have come to expect from Amazon, Uber and Netflix. But with a few notable exceptions, the […]
Technology
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Article

Your purpose starts with the ‘why’: Know your bank’s core beliefs

Jun 9, 2017

By Holly Hughes
Most banks have a sense of purpose beyond turning a profit, yet too few clearly articulate their purpose in their marketing and communications. And so they essentially hide their light under a bushel and miss an […]
Consumer Banking / Marketing & Sales
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Article

Create experiences, not messages

Dec 16, 2016

By Holly Hughes
There’s something to be said for experiences. More resonant than messages, live, face-to-face experiences can help brands connect emotionally with their customers. While many new technology platforms such as apps attempt to replicate the live customer […]
Customer Experience / Marketing & Sales
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Article

Tap your best brand advocates

Sep 30, 2016

By Holly Hughes
No one can speak with more passion and credibility about your bank’s brand than your own employees: They’re your bank’s best brand ambassadors. They understand your vision and brand promise. They’re well informed about your products […]
Marketing & Sales
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Article

How committing to content connects with customers

Aug 29, 2016

By Holly Hughes
Why is it more essential than ever for banks to develop a content marketing program? There are a number of great reasons. First, it can showcase your strengths in thought leadership by revealing your expertise. Second, […]
Consumer Banking / Marketing & Sales / Technology
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Article

Building the bank brand digitally

Jul 13, 2016

By Holly Hughes
There is no doubt that a growing number of bank customers are using digital channels, either via their PCs or mobile phones, as their primary means to communicate with the bank. And they are doing more […]
Consumer Banking / Marketing & Sales