- WIB PH
With its new branding effort, Atlanta-based SunTrust Banks is declaring its purpose: Lighting the Way to Financial Well-Being. Rilla Delorier personally developed and spearheaded the concept, after she came to the conclusion that SunTrust had been focused too much on perspiration rather than inspiration.
September 18
Rilla Delorier
EVP, Consumer Channels, SunTrust Banks
SunTrust Banks wants to drive nearly all customer transactions to its digital channels, and it is Rilla Delorier's job to make sure it succeeds. A former chief marketing officer for the Atlanta company, Delorier was promoted in March to a newly created post overseeing its omnichannel strategy. In this role, Delorier is in charge of modernizing SunTrust's branches to create more self-service options for customers think video tellers and automated safety deposit boxes and upgrading its mobile and online banking capabilities. SunTrust is committing $100 million to the effort, which it projects will reduce call volumes by 50%, move 90% of transactions to self-service, and transition 50% of sales to digital channels.
That Chairman and CEO Bill Rogers tapped Delorier to spearhead what he calls "one of the most critical initiatives at our bank" shows how highly she is regarded within the company. Delorier had been chief marketing officer for six years, and the branding campaign Delorier developed last year, with the theme "Lighting the way to financial well-being," now serves as "the guidepost" for everything SunTrust does, according to Rogers. "She is one of the most creative and courageous leaders on my executive team," he says.
