Goldman Sachs Hires AT&T's Brand Chief to Lead Marketing Efforts

Investment bank Goldman Sachs has hired Fiona Carter as its first-ever Chief Marketing Officer. She begins on September 1 and will report to President and Chief Operating Officer John Waldron.

Carter will oversee Goldman Sachs’ global brand marketing, content, and digital strategy. She will collaborate with other business groups within the bank to promote the bank’s "One Goldman Sachs approach,” according to a memo obtained by Forbes.

Prior to Goldman Sachs, Carter had served as AT&T’s Chief Brand Officer since 2015 where she presided over an annual advertising budget of over $5 billion, one of the largest advertising budgets in the U.S. She also spent a year as the Chief Operating Officer for Omnicom and 11 years at advertising agency BBDO New York.

The addition of a CMO comes as Goldman Sachs ramps up its consumer-facing operations. The company partnered with Apple to launch the Apple Card in 2019 and is currently expanding its Marcus by Goldman Sachs consumer banking product, which was created in 2016.

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