Bank of the West hires Schwab exec as CMO

Steve’s breakdown: The new CMO, Ann von Germeten, led the activation of the “Talk to Chuck” brand platform at Schwab and we’re sure Bank of the West will want some of that magic.

SAN FRANCISCO, CA: Bank of the West announced today that Ann von Germeten has joined the bank as Chief Marketing Officer.

Von Germeten has more than 25 years of marketing experience, including 15 years at Charles Schwab & Co. Most recently, she was a brand and advertising executive at Schwab responsible for Brand Strategy, Brand Identity, Retail Branch Experience and Advanced Analytics.

At Bank of the West, von Germeten leads the company’s enterprise-wide marketing, branding and advertising efforts. She is a member of the Senior Management Committee and reports to President and Chief Operating Officer Maura Markus.

“Ann brings to our bank tremendous expertise in creating and executing marketing strategies that raise brand awareness and increase customer acquisition,” Markus said. “Bank of the West is a strong and well-respected brand in financial services, and I am pleased to have Ann lead our marketing efforts in an exciting new chapter for our brand.”

During her tenure at Charles Schwab, von Germeten led branding strategy for customer segments and key product and service launches across all print and digital channels. With a focus on the mass affluent segment, she led the activation of the “Talk to Chuck” brand platform and “financial fitness” for all, including development of a more accessible public site, educational materials and cross-sell programs for Schwab 401(k) plan customers.

A resident of San Francisco, von Germeten serves on the SFMOMA Board Marketing and Communications Committee.

She holds an MBA from Harvard Graduate School of Business Administration and a B.A. in History and Science (Applied Mathematics) from Harvard College.

About Bank of the West

Founded in 1874, $62 billion-asset Bank of the West offers a full range of personal, commercial, wealth management and international banking services. The bank operates more than 650 retail and commercial banking locations in 19 Western and Midwestern states. Bank of the West is a subsidiary of BNP Paribas, which has a presence in 80 countries with nearly 200,000 employees. Bank of the West ( is a Member FDIC and Equal Housing Lender.


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