After initially saying it would announce its new chief marketing officer in early 2024, TD has now confirmed that Tyrrell Schmidt has been named CMO for TD Bank Group .
Schmidt was initially named “interim” CMO after TD split with previous CMO Betsey Chung in July.
“During this time, Tyrrell has accelerated marketing's personalization and segment-based approach and helped deliver improved business performance including record growth in marketing-driven sales in FY'23,” said TD in a statement.
Schmidt was initially named “interim” CMO after TD split with previous CMO Betsey Chung in July.“During this time, Tyrrell has accelerated marketing's personalization and segment-based approach and helped deliver improved business performance including record growth in marketing-driven sales in FY'23,” said TD in a statement.
After spending most of her early career in the financial industry with both Discover Financial Services and Standard Chartered Bank, Schmidt worked in health care with Cigna before arriving at TD in 2015. Since then, she has held a number of different portfolios, both in Toronto and the U.S., including overseeing brand, customer experience, advertising and sponsorship.
She was most recently CMO for TD in the United States, based in New York. A TD spokesperson said she will divide her time between Canada and the U.S. as global CMO.
“Over the last eight years, Tyrrell has taken on increasingly senior roles while consistently demonstrating a keen understanding of the financial industry, market trends, consumer behaviour, and emerging technologies that elevate marketing's capabilities and its strategic partnerships within the bank, both in Canada and the U.S.,” said the statement.
“Tyrrell is a people-first, inclusive, and authentic leader known for her team building at TD and commitment to fostering a collaborative and dynamic colleague environment,” it said. Her passion for the TD business and culture "has attracted top talent to our marketing organization, and she continues to inspire and empower colleagues to thrive and reach their full potential.”
A few months after Schmidt left Toronto in mid-2020 to take over as US CMO, TD parted ways with Leo Burnett in Canada and began an agency review under then CMO Theresa McLaughlin.
However, McLaughlin then left the bank for State Street in the US, and Chung was named CMO, taking over the review, which concluded in September 2021, with Ogilvy named lead agency for Canada, and David given the assignment in the US.
