Huntington Bank has appointed Ameesh Vakharia as its chief marketing and digital products officer, a newly created role aimed at integrating marketing and digital initiatives to enhance customer experiences. Vakharia began his tenure on September 2 and previously served as chief strategy and brand officer at USAA, with prior leadership roles at Truist and its predecessor, SunTrust.
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Before Vakharia's appointment, marketing at Huntington was managed by a different leader, while digital products were embedded within various business units. Vakharia's new position combines these functions into a single team to support all bank operations.
With assets totaling $284 billion, Huntington operates across 21 states following the acquisition of two banks last year. Vakharia stated that his role is vital as the bank attempts to speed up its service delivery and reach new markets. He emphasized the importance of creating a streamlined process for customers looking to open checking accounts quickly and efficiently through their mobile devices.
“Bringing together what I think would have historically been a separate brand experience from a product experience – customers are seeing those as one and the same nowadays,” Vakharia noted. He discussed the need for a cohesive approach to customer interactions, highlighting that a seamless transition between digital and physical channels is essential for improving customer satisfaction.
In an Editor’s note, Vakharia's views reflect a broader shift in banking where the customer experience must be closely tied to the brand's identity. He emphasized that digital interactions should complement the personal service provided by bank employees.
The integration of data plays a crucial role, according to Vakharia, enabling personalized customer experiences and ensuring that bank staff can access context about customers during interactions. He acknowledged ongoing improvements but noted there is still work to be done, especially in transitioning between online and offline channels.
Vakharia also addressed the influence of artificial intelligence on banking marketing strategies. He indicated a shift in how customers search for products and emphasized the necessity of adapting to new market behaviors. AI tools are enhancing internal efficiencies, particularly in creative processes and workflow management.
He is currently evaluating Huntington's digital product strategy and pointed out that the banking industry must focus on personalizing advice for individual customers to establish trust. Vakharia highlighted the importance of varied communication based on user behavior, expressing the need for better interactions and tailored financial advice.